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      • Faculty Publications  (328)

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      • 2015
      • Other Teaching and Training Material

      Innovating in Healthcare

      By: Regina E. Herzlinger, Margo I. Seltzer and Kevin Schulman
      With over 71,000 past enrollees, Innovating in Healthcare investigates the issues of health care spending, quality, and access that continue to plague America and global nations alike. With U.S. health care costs trending toward $4 trillion in 2020, the need to... View Details
      Keywords: edX; Healthcare; Health Care and Treatment; Innovation and Invention; Business Model
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      Herzlinger, Regina E., Margo I. Seltzer, and Kevin Schulman. "Innovating in Healthcare." edX Inc., 2015. Video. (HarvardX Massive Open Online Course.)
      • December 2014 (Revised November 2023)
      • Case

      Codecademy: Monetizing a Movement?

      By: Jeffrey J. Bussgang and Lisa C. Mazzanti
      Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However, there were still no revenues. The founders... View Details
      Keywords: Entrepreneurial Management; Startup Management; Technology; Computer Programming; Coding; Online Education; Monetization; Online Communities; Marketplaces; Internet and the Web; Education; Entrepreneurship; Business Startups; Growth and Development Strategy; Technology Industry; Education Industry
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      Bussgang, Jeffrey J., and Lisa C. Mazzanti. "Codecademy: Monetizing a Movement?" Harvard Business School Case 815-093, December 2014. (Revised November 2023.)
      • December 2014 (Revised August 2024)
      • Case

      HomeAway: Organizing the Vacation Rental Industry

      By: Rory McDonald, Feng Zhu and Cheng Gao
      In less than 10 years, cofounders Brian Sharples and Carl Shepherd had transformed HomeAway from just another Internet startup into the world's leading vacation-rental marketplace—a global online platform that links customers seeking vacation-home rentals to the... View Details
      Keywords: Strategy; Innovation; Technology; Acquisitions; Operations Management; Digital Platforms; Acquisition; Entrepreneurship; Business Model; Disruptive Innovation; Disruption; Accommodations Industry
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      McDonald, Rory, Feng Zhu, and Cheng Gao. "HomeAway: Organizing the Vacation Rental Industry." Harvard Business School Case 615-036, December 2014. (Revised August 2024.)
      • Article

      Doing Business with Strangers: Reputation in Online Service Marketplaces

      By: Antonio Moreno and Christian Terwiesch
      Online service marketplaces allow service buyers to post their project requests and service providers to bid for them. To reduce the transactional risks, marketplaces typically track and publish previous seller performance. By analyzing a detailed transactional data... View Details
      Keywords: Online Service Marketplace; Procurement; Auctions; Reputation; Bids and Bidding
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      Moreno, Antonio, and Christian Terwiesch. "Doing Business with Strangers: Reputation in Online Service Marketplaces." Information Systems Research 25, no. 4 (December 2014): 865–886.
      • September 2014
      • Case

      Victors & Spoils: 'Born Open'

      By: Karim R. Lakhani and Michael L. Tushman
      Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the... View Details
      Keywords: Advertising Agency; Marketing; Crowdsourcing; Open Innovation; Growth; Acquisitions; Advertising; Advertising Campaigns; Digital Marketing; Acquisition; Innovation and Invention; Advertising Industry; United States
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      Lakhani, Karim R., and Michael L. Tushman. "Victors & Spoils: 'Born Open'." Harvard Business School Multimedia/Video Case 415-701, September 2014.
      • September 2014 (Revised June 2017)
      • Case

      Google Inc. in 2014

      By: Benjamin Edelman and Thomas R. Eisenmann
      Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details
      Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Information Technology Industry; Advertising Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014." Harvard Business School Case 915-004, September 2014. (Revised June 2017.)
      • September 2014
      • Case

      Google Inc. in 2014 (Abridged)

      By: Benjamin Edelman and Thomas R. Eisenmann
      Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. View Details
      Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Information Technology Industry; Advertising Industry
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      Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014 (Abridged)." Harvard Business School Case 915-005, September 2014.
      • August 2014
      • Case

      Netflix in 2011

      By: Willy Shih and Stephen Kaufman
      Reed Hastings founded Netflix to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encountered challenges it underwent several major strategy shifts, ultimately developing a business model... View Details
      Keywords: Netflix; DVD; DVD-by-mail; Streaming; Online Entertainment; Online Video; Disruptive Innovation; Innovation and Management; Innovation Strategy; Business Model; Disruption; Operations; Service Operations; Entertainment; Film Entertainment; Television Entertainment; Media; Strategy; Business or Company Management; Competitive Strategy; Competitive Advantage; Corporate Strategy; Expansion; Technology; Technology Adoption; Technology Platform; Web; Entertainment and Recreation Industry; United States
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      Shih, Willy, and Stephen Kaufman. "Netflix in 2011." Harvard Business School Case 615-007, August 2014.
      • June 2014
      • Teaching Note

      Google Glass

      By: Thomas Eisenmann
      In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing... View Details
      Keywords: Partners and Partnerships; Corporate Entrepreneurship; Distribution Channels; Technology Adoption; Product Marketing; Computer Industry; Apparel and Accessories Industry; United States
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      Eisenmann, Thomas. "Google Glass." Harvard Business School Teaching Note 814-116, June 2014.
      • Article

      Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information

      By: Santiago Gallino and Antonio Moreno
      Using a proprietary data set, we analyze the impact of the implementation of a “buy-online, pick-up-in-store” (BOPS) project. The implementation of this project is associated with a reduction in online sales and an increase in store sales and traffic. These results can... View Details
      Keywords: Retail Operations; Inventory Availability; Empirical Operations Management; Business Analytics; Online Retail; Ecommerce; Operations; Management; Distribution Channels; Consumer Behavior; E-commerce; Retail Industry
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      Gallino, Santiago, and Antonio Moreno. "Integration of Online and Offline Channels in Retail: The Impact of Sharing Reliable Inventory Availability Information." Management Science 60, no. 6 (June 2014): 1434–1451. (Finalist of Management Science Best Paper award in Operations Management.)
      • April 2014 (Revised May 2014)
      • Teaching Note

      Harvard Business School Executive Education: Balancing Online and Offline Marketing

      By: John A. Deighton and Leora Kornfeld
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      Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Teaching Note 514-123, April 2014. (Revised May 2014.)
      • April 2014 (Revised June 2014)
      • Case

      Google Glass

      By: Thomas Eisenmann, Lauren Barley and Liz Kind
      In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing... View Details
      Keywords: Entrepreneurship; Technological Innovation; Distribution Channels; Strategy; Partners and Partnerships; Technology Adoption
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      Eisenmann, Thomas, Lauren Barley, and Liz Kind. "Google Glass." Harvard Business School Case 814-102, April 2014. (Revised June 2014.)
      • January 2014 (Revised May 2015)
      • Case

      Open English

      By: Jeffrey J. Bussgang and Lisa Mazzanti
      Open English, a Miami-based startup offering online English language learning services, had more than 30,000 active students across Latin America in 2012. The company had just closed a $43 million financing round in order to rapidly scale its service to the next level.... View Details
      Keywords: Technology Strategy; Product Management; Startup; Online Learning; Digital Platforms; Entrepreneurship; Business Startups; Technology Industry; Miami; Venezuela
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      Bussgang, Jeffrey J., and Lisa Mazzanti. "Open English." Harvard Business School Case 814-020, January 2014. (Revised May 2015.)
      • January 2014 (Revised December 2014)
      • Case

      GenapSys: Business Models for the Genome

      By: Richard G. Hamermesh, Joseph B. Fuller and Matthew Preble

      GenapSys, a California-based startup, was soon to release a new DNA sequencer that the company's founder, Hesaam Esfandyarpour, believed was truly revolutionary. The sequencer would be substantially less expensive—potentially costing just a few thousand dollars—and... View Details

      Keywords: DNA Sequencing; Life Sciences; Business Model; Innovation & Entrepreneurship; Health Care and Treatment; Genetics; Business Strategy; Biotechnology Industry; Pharmaceutical Industry; Technology Industry; Health Industry; Medical Devices and Supplies Industry; United States
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      Hamermesh, Richard G., Joseph B. Fuller, and Matthew Preble. "GenapSys: Business Models for the Genome." Harvard Business School Case 814-050, January 2014. (Revised December 2014.)
      • October 2013 (Revised July 2024)
      • Teaching Note

      Amazon in 2024

      By: Sunil Gupta
      Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details
      Keywords: Internet and the Web; Marketing Strategy; Competitive Advantage; Business Model; Competitive Strategy; Growth and Development Strategy; Retail Industry
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      Gupta, Sunil. "Amazon in 2024." Harvard Business School Teaching Note 514-056, October 2013. (Revised July 2024.)
      • September 2013
      • Case

      Advanced Leadership Pathways: David Weinstein and Write the World

      By: Rosabeth Moss Kanter, Juliane Calingo Schwetz and Patricia Bissett Higgins
      David Weinstein, a lawyer and former Chief Administrative Officer of mutual fund giant Fidelity Investments, launched Write the World, a proprietary online platform that included a writing curriculum, essay prompts in distinct subject matter, and access to expert... View Details
      Keywords: Digital Platforms; Internet and the Web; Expansion; Social Entrepreneurship; Education; Business Startups; Philanthropy and Charitable Giving
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      Kanter, Rosabeth Moss, Juliane Calingo Schwetz, and Patricia Bissett Higgins. "Advanced Leadership Pathways: David Weinstein and Write the World." Harvard Business School Case 314-030, September 2013.
      • September 2013
      • Case

      Homestrings, Inc.: Diaspora-Based Financing and the Crowd Funding of Development

      By: William R. Kerr and Alexis Brownell
      Homestrings is an online investment platform for overseas diasporas to link financially with their home countries. The founder believes crowd-funding can become a pillar for development, but U.S. regulatory hurdles and resources constraints are substantial. The company... View Details
      Keywords: Diasporas; Investments; Regulations; Africa; Crowd-funding; Development Finance; Entrepreneurship; Business Growth and Maturation; Financial Services Industry; Africa; United States
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      Kerr, William R., and Alexis Brownell. "Homestrings, Inc.: Diaspora-Based Financing and the Crowd Funding of Development." Harvard Business School Case 814-031, September 2013.
      • August 2013 (Revised July 2024)
      • Case

      Amazon in 2024

      By: Sunil Gupta and Margaret L. Rodriguez
      Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details
      Keywords: Platforms; Complements; Showrooming; Ecosystem; Growth Strategy; Competitive Advantage; Network Effects; Internet and the Web; Business Model; Competitive Strategy; Growth and Development Strategy; Digital Platforms; Retail Industry; Publishing Industry
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      Gupta, Sunil, and Margaret L. Rodriguez. "Amazon in 2024." Harvard Business School Case 514-025, August 2013. (Revised July 2024.)
      • August 2013 (Revised September 2015)
      • Case

      Coursera

      By: Ramon Casadesus-Masanell and Hyunjin Kim
      By providing free and open-access online courses at a large scale, Massive Open Online Course (MOOC) platforms seek to innovate the business models of the traditional higher education industry. In a little over a year, Coursera had grown at a rapid rate to emerge as a... View Details
      Keywords: Business Models; Strategy; Competition; Business Model; Internet and the Web; Higher Education; Competitive Advantage; Education Industry
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      Casadesus-Masanell, Ramon, and Hyunjin Kim. "Coursera." Harvard Business School Case 714-412, August 2013. (Revised September 2015.)
      • July 2013 (Revised January 2014)
      • Case

      Experience! The Finger Lakes: The Groupon Partnership Decision

      By: Lynda M. Applegate, Chekitan S. Dev, Gabriele Piccoli and Arnold B. Peinado
      In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New York State, was at a crossroads. The business was poised for growth, and its owners, Laura and Alan Falk, were... View Details
      Keywords: Marketing Strategy; Social Marketing; United States
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      Applegate, Lynda M., Chekitan S. Dev, Gabriele Piccoli, and Arnold B. Peinado. "Experience! The Finger Lakes: The Groupon Partnership Decision." Harvard Business School Case 814-010, July 2013. (Revised January 2014.)
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