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  • April 2025 (Revised May 2025)
  • Case

Adobe: GenAI Opportunity or Threat?

By: Sunil Gupta, Rajiv Lal and Allison Ciechanover
In December 2022, Adobe CEO Shantanu Narayen faced a pivotal strategic decision due to the rapid rise of generative AI image models from OpenAI, Midjourney, and StabilityAI. Adobe, a leader in digital media and marketing software with a 40-year legacy of innovation and... View Details
Keywords: Customer Relationship Management; Ethics; AI and Machine Learning; Trust; Business Strategy; Technology Industry; San Jose
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  • December 2024 (Revised March 2025)
  • Case

WayCool: Addressing Food Loss

By: Rajiv Lal and Kairavi Dey
Headquartered in Chennai, India, WayCool started by focusing on solving the growing challenge of food losses and low farmer incomes. Dasari and Jayaraman, surprised at the amount of fruits and vegetables lost in the agricultural supply chain, set up the company with... View Details
Keywords: Agribusiness; Entrepreneurship; Business Model; Food; Supply Chain; Loss; Expansion; Distribution Channels; Agriculture and Agribusiness Industry; Asia; India; Bangalore; Chennai
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  • November 2024 (Revised January 2025)
  • Case

Precision Agriculture at AGCO

By: Rajiv Lal, Alicia Dadlani and Ai-Ling Jamila Malone
In 2024, AGCO, a leading agricultural equipment manufacturer, sought to improve its customers net farm income by 20% over five years by becoming a comprehensive one-stop precision agriculture solutions provider and strengthening its dual channel sales approach—retrofit... View Details
Keywords: Mergers and Acquisitions; Customer Relationship Management; Collaborative Innovation and Invention; Organizational Culture; Sales; Alignment; Integration; Agriculture and Agribusiness Industry; Manufacturing Industry
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  • October 2024
  • Case

Allurion: Competing in the Age of GLP-1

By: Satish Tadikonda, Rajiv Lal, David Lane and Sarah Sasso
Shantanu Gaur had built Allurion into a formidable business internationally, providing obesity patients with a less invasive option long before GLP-1 drugs became the latest craze. Selling Allurion's medical device across 60+ countries, he awaited FDA approval to bring... View Details
Keywords: Corporate Entrepreneurship; Health Care and Treatment; Global Strategy; Competitive Strategy; Medical Devices and Supplies Industry; Health Industry; United States; United Kingdom; France; India; Brazil; Middle East
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  • January 2024
  • Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred
Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details
Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona
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  • June 2023 (Revised September 2023)
  • Simulation

Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM)

By: Sunil Gupta, Rajiv Lal and Celine Chammas
Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details
Keywords: Customer Acquisition; Customer Journey; Marketing Strategy; Marketing; Customer Focus and Relationships; Budgets and Budgeting
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  • April 2023 (Revised August 2023)
  • Teaching Note

Adobe's Customer Journey

By: Sunil Gupta, Rajiv Lal and Celine Chammas
Teaching Note for HBS Case No. 522-033. View Details
Keywords: Customer Journey; Marketing Effectiveness
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  • July 2022
  • Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details
Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India
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  • June 2021
  • Supplement

Facelift at Olay (B) Case Supplement

By: Sunil Gupta, Rajiv Lal and Ruth Page
Supplement to HBS Case. No. 521-002. View Details
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  • April 2021
  • Teaching Note

Facelift at Olay (A) & (B)

By: Rajiv Lal, Sunil Gupta and Olivia Hull
Teaching Note for HBS Case Nos. 521-011 and 521-002. View Details
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  • February 2021
  • Teaching Note

Digital Marketing at HBS Online Teaching Note

By: Sunil Gupta and Rajiv Lal
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  • February 2021
  • Supplement

Digital Marketing at HBS Online Teaching Note Supplement

By: Sunil Gupta and Rajiv Lal
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  • December 2020 (Revised December 2021)
  • Case

Komatsu and Smart Construction

By: Rajiv Lal, David J. Collis and Akiko Saito
Komatsu, Japan's leading construction equipment manufacturer, is considering investing in a digital platform "Smart Construction" that will digitise the entire work process on a construction site, allowing for substantial reductions in cost and time while improving... View Details
Keywords: Platform; Digital Business; Construction; Business Model; Strategy; Technology Adoption; Internet and the Web; Digital Platforms; Construction Industry; Japan
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  • December 2020
  • Supplement

Komatsu Smart Construction: Launch Video

By: Rajiv Lal, David J. Collis and Akiko Saito
Short video of the concept of "Smart Construction" that was shown at the launch of the business by Komatsu. Illustrates what the automated construction site might look like in the future. View Details
Keywords: Automation; Construction; Construction Industry; Japan
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  • December 2020
  • Supplement

Komatsu: Video of Future Building Site

By: Rajiv Lal, David J. Collis and Akiko Saito
Short video that illustrates how an automated construction site would operate View Details
Keywords: Automation; Construction; Construction Industry; Japan
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  • August 2020 (Revised January 2021)
  • Supplement

Facelift at Olay (B)

By: Sunil Gupta, Rajiv Lal and Olivia Hull
This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details
Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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  • August 2020 (Revised January 2021)
  • Supplement

Case Exhibits for Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal
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  • August 2020 (Revised October 2024)
  • Case

Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details
Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
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  • August 2020 (Revised September 2020)
  • Case

Facelift at Olay (A)

By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new... View Details
Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Advantage; Competitive Strategy; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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  • June 2020
  • Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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