Publications

29 Jul 2002
Research & Ideas

Get Off the Dime!

the change inevitably hit this sturdy wall. Off To A Good Start Here is a second case with a completely different approach, based on a completely different set of assumptions. The Videotape of the Angry Customer From Tim Wallace One night... View Details

Keywords: by John P. Kotter & Dan S. Cohen

03 Aug 2017
Blog Post

“I Can Acquire Important Skills, But Also Gain the Big Picture Perspective of a Founder.”

protagonists in cases he admired. To his surprise, “They were all very responsive – most of them wrote back in twenty-four hours.” By the spring, he knew he wanted to eliminate high-tech ventures from his list and focus on B2C... View Details

Keywords: Entrepreneurship

25 Mar 2019
News

Rent The Runway Joins the Unicorn Club

woman’s need for wanting access—not necessarily ownership—to designer apparel, accessories and now home products,” she tells the magazine. What’s behind RTR’s rapid rise? The article quotes a T. Rowe Price analyst, who notes that a key part of the company’s ascendance... View Details

Keywords: Clothing and Clothing Accessories Stores; Retail Trade

06 May 2008
First Look

First Look: May 6, 2008

series of options in the future and their subsequent revealed preferences over those options. Using a novel panel data set, we analyze the film rental and return patterns of a sample of online DVD rental customers over a period of four... View Details

Keywords: Martha Lagace

04 Nov 2019
News

A Home for Startups

targeting entrepreneurs, freelancers, SMEs, and enterprises. We provide a fully integrated work ecosystem, comprising of flexible work spaces, amenities, business support services, and a supportive community that any growing company needs to make them more successful.... View Details

Keywords: work space

July 2004 (Revised March 2006)
Case

RosettaNet and ebXML: Betting on the Right eBusiness Standard

By: F. Warren McFarlan and Veronika Belokhvostova

A major enterprise software company must select which technologies to support, based on their long-term and short-term viability and benefits. The protagonist is involved in the release of the B2B integration component of major enterprise software whose purpose is to... View Details

Keywords: Communication Technology; Customer Focus and Relationships; Markets; Standards; Science-Based Business; Situation or Environment; Applications and Software; Technology Adoption; Information Technology Industry

01 Dec 2015
News

Case Study: Bionic Banking

hope of digging into Wall Street’s high profit margins. Current robo-advisors focus on passive “buy-and-hold” strategies, selecting a handful of low-cost exchange traded funds (ETFs), investing the funds according to a standard portfolio... View Details

January 2022 (Revised August 2022)
Case

Hello Heart: The Next Generation of Chronic Disease Management Apps

By: Ariel D. Stern and Danielle Golan

Hello Heart, a hypertension management app debated whether to go deep and cover other heart conditions, or to expand its solution to other chronic conditions. View Details

01 Jun 2012
News

Think Locally, Act Globally

enterprise. Says Mittal of the Bharti model, “We’ll never have the domain knowledge that world leaders in IT or networks have. We’ve had to focus on what we know best: getting customers on to our network and... View Details

Keywords: Garry Emmons; Telecommunications; Information

01 Dec 2010
News

Do Good: Eat Chocolate

chocoholics. “I felt like I needed to focus on a natural, organic, authentic food,” Endline says during an interview at sweetriot’s offices in New York’s SoHo neighborhood. “Chocolate has a rich history, and it comes from pods of the... View Details

Keywords: Julia Hanna; candy; chocolate; Crop Production; Agriculture; Food Manufacturing; Manufacturing

Student-Faculty-Profile

Michelle Shell & Ryan Buell

Research focus Michelle: Ryan and I are both interested in deeply understanding what happens when customers interact with an organization’s operating system. Insights about View Details

Web

Field Course: Startup Operations - Course Catalog

fall cohort Application can be found here . Accepted students will be notified by August 21, 2024 Application FAQ can be found here . All ventures enrolled in the course may be eligible to receive non-dilutive grant funding. Career Focus... View Details

01 Mar 2016
News

Faculty Q&A: Price Check

How did you come to focus on algorithmic pricing? In my doctoral work at MIT, I was studying optimization, probability, and machine learning, which are essentially mathematical tools that enable us to use data to make better decisions.... View Details

Keywords: Julia Hanna; Nonstore Retailers; Retail Trade

February 2022
Teaching Note

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli

Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)

January 2004
Background Note

Why Developers Don't Understand Why Consumers Don't Buy

By: John T. Gourville

Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details

Keywords: Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias