Publications

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November 2015 (Revised January 2017)
Case

Uber: Changing the Way the World Moves

By: Youngme Moon

In 2015, Uber is building what may be the largest point-to-point transportation network of its kind; it is literally changing the way the world moves. But unlike traditional transportation logistics companies like FedEx, Uber has an incredibly lightweight... View Details

Keywords: Service; Innovation; Pricing; Customer Loyalty; Uber; Taxi; Sharing Economy; On-demand Economy; Marketing; Operations; Strategy; Disruption; Customer Satisfaction; Transportation; Consumer Behavior

April 2004 (Revised September 2004)
Case

IKEA Invades America

By: Youngme E. Moon

In 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Product Positioning; Goals and Objectives; Competitive Advantage; Globalized Firms and Management; Retail Industry; United States

July 2003 (Revised October 2018)
Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

October 2002 (Revised January 2003)
Case

McDonald's Russia: Managing a Crisis

By: Youngme E. Moon and Kerry Herman

In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a severe currency crisis--the ruble has plummeted in value, creating massive inflation and widespread economic disarray.... View Details

Keywords: Currency; Crisis Management; Brands and Branding; Retail Industry; Food and Beverage Industry; Russia

January 2002 (Revised September 2022)
Case

Aqualisa Quartz: Simply a Better Shower

By: Youngme E. Moon and Kerry Herman

Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details

Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Manufacturing Industry; Consumer Products Industry; United Kingdom

July 2022 (Revised February 2023)
Case

Duolingo: Teaching Languages to the Masses

By: Youngme Moon

In early 2022, the CEO of Duolingo—the world's most popular language learning app—is faced with a number of questions involving the company's monetization and growth strategy. View Details

Keywords: Monetization Strategy; Growth and Development Strategy

November 2023
Case

Team Liquid: Fueling the Business of Fandom

By: Youngme Moon and Kerry Herman

In 2023, the co-CEOs of Team Liquid, one of the world's most prominent Esports organizations, are deciding whether and how to evolve their business model to include (1) a greater focus on enterprise revenue; and (2) more direct-to-consumer activity. Team Liquid has one... View Details

Keywords: Business Model; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Organizational Culture; Business and Community Relations; Video Game Industry

August 2001 (Revised October 2005)
Case

Sony AIBO: The World's First Entertainment Robot

By: Youngme E. Moon

The Sony AIBO is the world's first "entertainment" robot. Positioned as a household "companion," the $1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is... View Details

Keywords: Experience and Expertise; Entertainment; Innovation Strategy; Leadership; Marketing Strategy; Technology; Technology Industry; Japan; United States

June 2002 (Revised October 2005)
Case

Inside Intel Inside

By: Youngme E. Moon and Christina L. Darwall

In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details

Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California

February 2002 (Revised October 2005)
Case

BMWFilms

By: Youngme E. Moon and Kerry Herman

Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details

Keywords: Consumer Behavior; Internet and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America