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  • April 2025 (Revised April 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: Technology Industry; San Jose
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  • November–December 2024
  • Article

Scaling Up Transformational Innovations

By: Peter Koen, Ananya Sheth, Mike DiPaola and Linda A. Hill
For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly... View Details
Keywords: Growth and Development Strategy; Leadership; Innovation Strategy; Consumer Products Industry
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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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  • November 2017
  • Supplement

Reinventing Adobe

By: Sunil Gupta
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  • October 2014
  • Teaching Note

Reinventing Adobe

By: Sunil Gupta
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  • January 2014 (Revised January 2015)
  • Case

Reinventing Adobe

By: Sunil Gupta and Lauren Barley
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
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  • February 2009 (Revised December 2009)
  • Case

eReading: Amazon's Kindle

By: Bharat N. Anand, Peter W. Olson Esq. and Mary Tripsas
In November 2007, Amazon introduced the Kindle, the first electronic reader with wireless functionality. The case describes the launch of the Kindle and provides information on representative players in the industry (or broader ecosystem) who are likely to be affected... View Details
Keywords: Books; Disruptive Innovation; Technological Innovation; Industry Structures; Standards; Distribution Channels; Competitive Strategy; Publishing Industry
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  • September 2008
  • Case

Adobe Systems: Working Towards a "Suite" Release (A)

By: David A. Thomas and Lauren Barley
The case examines the tools a manager can use to keep her project on track and manage conflict and tension as Adobe prepares to launch Creative Suite 3, the biggest software release in the company's 25-year history. The protagonist, Yvonne Murray, is a group program... View Details
Keywords: Management Analysis, Tools, and Techniques; Product Launch; Projects; Groups and Teams; Conflict Management; Power and Influence
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  • September 2008
  • Supplement

Adobe Systems: Working Towards a "Suite" Release (B)

By: David A. Thomas and Lauren Barley
The case examines the tools a manager can use to keep her project on track and manage conflict and tension as Adobe prepares to launch Creative Suite 3, the biggest software release in the company's 25-year history. The protagonist, Yvonne Murray, is a group program... View Details
Keywords: Change; Interpersonal Communication; Crisis Management; Product Launch; Projects; Conflict of Interests; Integration; Software
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