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April 18, 2023
Article

The Rebirth of Software as a Service

By: Frank V. Cespedes and Jacco van der Kooij

Traditional sales models focus on customer acquisition and the “funnel” or “pipeline” metrics that dominate talk about sales. But this approach falls short when applied to a recurring revenue business, where the customer life cycle looks more like a bowtie, not a... View Details

Keywords: Customers; Sales; Technology Industry

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2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

2023
Book

The Portfolio Life: How to Future-Proof Your Career, Avoid Burnout, and Build a Life Bigger than Your Business Card

By: Christina Wallace

Pouring yourself into a single full-time job is the riskiest move you can make. Your parents’ advice to focus on one career path? It doesn’t work anymore, for reasons ranging from recessions to student loan debt, the gig economy, climate disasters, and a global... View Details

Keywords: Work-Life Balance; Personal Development and Career

March 9, 2023
Article

Linking Growth and the Frontline

By: Frank V. Cespedes, Jay Galeota and Michael Wong

Most strategies are about growing the business. But about one quarter of companies do not grow at all and, even before the pandemic, only one in eight achieved more than 10% revenue growth annually, according to data from S&P Global regulatory filings. One reason is a... View Details

Keywords: Growth and Development Strategy; Customer Focus and Relationships; Competency and Skills

March, 2023
Article

Academic Entrepreneurship: Entrepreneurial Advisors and Their Advisees' Outcomes

By: Maria P. Roche

The transfer of complex knowledge and skills is difficult, often requiring intensive interaction and extensive periods of co-working between a mentor and mentee, which is particularly true in apprenticeship-like settings and on-the-job training. This paper studies a... View Details

Keywords: Entrepreneurship; Higher Education; Training; Personal Development and Career; Knowledge Dissemination

March 13, 2023
Article

Sales Teams Need to Stop Focusing on the Customer Funnel

By: Frank V. Cespedes

Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking... View Details

Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior

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February 2023
Module Note

Illiberalism and Interdependence

By: Meg Rithmire

This module note explains the themes of Illiberalism and Interdependence, the cases and readings used to teach these themes, and how the themes fit into the MITI course. After decades of international political economy scholarship focusing on the impact of rules, there... View Details

Keywords: International Relations; Globalized Economies and Regions; Business and Government Relations; National Security; Economic Systems

February 2023 (Revised May 2023)
Case

Accelerating the Accelerator: Raja Al Mazrouei at DIFC Fintech Hive

By: Linda A. Hill, Emily Tedards and Lydia Begag

In January 2023, Raja Al Mazrouei became the Managing Director and Acting CEO of Etihad Credit Insurance (ECI) in Dubai, UAE. In her previous role as the Executive Vice President of the DIFC Fintech Hive, she successfully built and led an accelerator program for... View Details

February 2023
Supplement

Astyanax Kanakakis at norbloc: A Founder's Experience with the DIFC Fintech Hive

By: Linda A. Hill and Lydia Begag

norbloc was founded in 2016 in Stockholm, Sweden, by Astyanax Kanakakis and his co-founders, Vitalii Demianets and Sam Saatchi. Kanakakis and Demianets got to work to address a key gap in the industry: Know Your Customer (KYC) data sharing. As the first distributed KYC... View Details

February 2023
Case

Grupo Sancor Seguros: Facing the Digital Transformation of Insurance in Argentina (A)

By: Jorge Tamayo and Jenyfeer Martínez Buitrago

In 2020, Alejandro Simón, CEO of Sancor Seguros Group, a nearly 75-year-old cooperative that had become Argentina’s insurance leader, had to decide about the Group’s digital transformation strategy. The Group’s values and history needed to be considered during the... View Details

Keywords: Organizational Change and Adaptation; Digital Transformation; Organizational Culture; Cooperative Ownership; Strategy; Business Strategy; Adaptation; Technology Adoption; Insurance Industry; Latin America; South America; Argentina

January 2023
Case

Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

By: Brian Trelstad, Pedro Levindo and Carla Larangeira

Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details

January 2023
Teaching Note

Duolingo: Teaching Languages to the Masses

By: Youngme Moon

Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details

Keywords: Marketing; Marketing Strategy; Customer Relationship Management; Acquisition; Retention; Innovation and Invention

January 2023
Supplement

Apple: Privacy vs. Safety (B)

By: Henry McGee, Nien-hê Hsieh and Christian Godwin

In 2020, as the COVID-19 pandemic swept across the globe, Apple and Google partnered to develop a contact tracing application that would collect information about users infected with the disease and notify those who they had been in contact with. While Apple/Google’s... View Details

January 2023 (Revised August 2023)
Case

Veeva Systems and the Transformation to a Public Benefit Corporation

By: Ranjay Gulati and Allison M. Ciechanover

Peter Gassner, the co-founder and CEO of Veeva Systems, steered the company through rapid scaling from its launch in 2007 to 2022. Year after year, the company had exceeded expectations, with its market capitalization reaching $50 billion at its peak. By 2022, the... View Details

Keywords: Transformation; Corporate Governance; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Information Technology Industry; Technology Industry; United States; California

2023
Working Paper

Summarizing the Mental Customer Journey

By: Julian De Freitas, Ahmet Uğuralp, Zeliha Uğuralp, Pechthida Kim and Tomer Ullman

How do consumers summarize and act on their experiences, as when deciding whether an interaction with a firm was satisfying and whether to buy from it? Previous work on the summary of continuous experiences has tended to focus on a handful of experience patterns and... View Details

Keywords: Customer Experience; Customer Journey; Natural Language Processing; Summarization; Customer Satisfaction; Outcome or Result; Decision Choices and Conditions

January 2023 (Revised January 2023)
Case

Belden and Digital Transformation: From Product Sales to Solutions Sales

By: Frank V. Cespedes and Amy Klopfenstein

This case concerns the industrial automation division at Belden, a hardware manufacturer. While Belden historically sold products such as cables, wires, and other networking devices, EVP of Industrial Automation Ashish Chand recognized that IT vendors were entering the... View Details

Keywords: Implementation; Sales Cycle; Digital Transformation; Sales; Product Positioning; Business Model; Market Entry and Exit; Customer Focus and Relationships; Business and Stakeholder Relations; Supply and Industry; Technology Industry; North America; United States

January–February 2023
Article

Triadic Advocacy Work

By: Summer R. Jackson and Katherine C. Kellogg

Scholars of street-level bureaucracy and institutional research focus primarily on the relationships between advocates and their larger bureaucratic and social systems, assuming that advocates have little need to satisfy their beneficiaries. We find otherwise in our... View Details

Keywords: Occupations And Professions; Ethnography; Power And Politics; Work And Organizations; Advocacy; Public Management; Justice

December 2022
Case

To Feed the Planet: Juan Luciano at ADM

By: Joshua D. Margolis, David E. Bell, Damien McLoughlin, Stacy Straaberg and James Weber

In December 2022, Juan Luciano, Chairman and CEO of agribusiness and nutrition giant ADM, considered the next phase of the historic company’s future. Beginning in 2011 when he joined as COO and moving into his tenure as CEO in 2015, Luciano led a transformation of ADM... View Details

December 2022
Technical Note

Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework

By: George Serafeim

The transition to a low carbon economy introduces many risks and opportunities for businesses. Risks emerge from regulatory actions, such as carbon taxes and cap and trade systems, technological innovation that develop alternatives for customers making existing... View Details

Keywords: Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Risk Management; Competitive Dynamics; Business Analysis; Climate Change; Accounting; Finance; Valuation; Business and Shareholder Relations; Technological Innovation; Transition; Product Positioning; Renewable Energy; Analysis

2022
Article

Becoming a Learning Organization While Enhancing Performance: The Case of LEGO

By: Thomas Borup Kristensen, Henrik Saabye and Amy Edmondson

Purpose - The purpose of this study is to empirically test how problem-solving lean practices, along with leaders as learning facilitators in an action learning approach, can be transferred from a production context to a knowledge work context for the purpose... View Details

Keywords: Performance Efficiency; Learning; Organizational Change and Adaptation

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