How to Expand Beyond a Direct-to-Consumer Strategy

Harvard Business Review

11 October 2023

Direct-to-consumer businesses play an outsize role in disrupting industries. But after that initial disruption, industry competitors often adapt. Harvard Business School professor Len Schlesinger and co-founder and CEO of RSE Ventures Matt Higgins studied the teledentistry company SmileDirectClub and wrote a case study about its challenges as it scaled. In this episode, they explain how the company expanded to own an entire category of dental care products.