Publications

December 2009 (Revised March 2025)
Case

Phreesia: The Patient Intake Company

By: Regina E. Herzlinger, Sunaina Yarlagadda and Brian L. Walker

How should the co-founders of an organization that provides patient sign-in and billing services scale their company after five years of successfully targeting small private physician practices? Phreesia had deployed a direct mail and sales force strategy that resulted... View Details

Keywords: Advertising; Social Entrepreneurship; Revenue; Health Care and Treatment; Health Industry

09 Jan 2012
Working Paper Summaries

When to Sell Your Idea: Theory and Evidence from the Movie Industry

Keywords: by Hong Luo; Entertainment & Recreation

February 2008 (Revised May 2008)
Case

Lincoln Financial Group (A)

Lincoln Financial Group (LFG) reorganizes its business in order to improve customer intimacy. However, to implement the strategy, they need to effect significant changes in the skills of their salespeople. This case series straddles human resource management, corporate... View Details

Keywords: Competency and Skills; Customer Relationship Management; Training; Selection and Staffing; Organizational Change and Adaptation; Performance Evaluation; Sales; Corporate Strategy

TeachingInterests

Marketing Models Doctoral Seminar

This course is a doctoral level course on Quantitative Marketing. We will cover methodological as well as substantive topics this semester. Methodological topics include: Choice models, Entry and Exit models, Dynamic structural models, Bayesian estimation methods... View Details

February 2008 (Revised May 2008)
Supplement

Lincoln Financial Group (C)

LFG reorganizes its business in order to improve customer intimacy. However, to implement the strategy, they need to effect significant changes in the skills of their salespeople. This case series straddles human resource management, corporate strategy, and sales... View Details

Keywords: Organizational Change and Adaptation; Salesforce Management; Customer Focus and Relationships; Financial Services Industry

February 2014 (Revised April 2015)
Case

Go Beyond Investing

By: Lynda Applegate, Vincent Dessain, Emilie Billaud and Daniela Beyersdorfer

In 2013, Brigitte Baumann, founder of the Pan-European angel investing provider Go Beyond Investing, reflected on the evolution of her venture and the way forward. Her company, which offered deal flow and training to novice and experienced angel investors and ran... View Details

Keywords: Equity; Investment; Business or Company Management; Growth Management; Leadership; Financial Services Industry; Europe; Switzerland

May 2011 (Revised March 2012)
Case

Nanda Home: Preparing for Life after Clocky

By: Elie Ofek and Jill Avery

Gauri Nanda, the inventor of Clocky, the alarm clock that rolls off the bed stand and forces its owner to find it, has to make critical decisions regarding the future of her nascent company. As sales of Clocky show signs of declining, she must decide whether to... View Details

Keywords: Brands and Branding; Management; Electronics Industry

February 2008 (Revised February 2008)
Supplement

Lincoln Financial Group (B): Making LFD a Reality

LFG reorganizes its business in order to improve customer intimacy. However, to implement the strategy, they need to effect significant changes in the skills of their salespeople. This case series straddles human resource management, corporate strategy, and sales... View Details

Keywords: Organizational Change and Adaptation; Customer Focus and Relationships; Financial Services Industry

February 2013 (Revised February 2013)
Case

Wayne Ferrari: iAutomation at a Crossroads

By: Jim Sharpe and Michael Norris

Wayne Ferrari has bridged the gap between being an independent entrepreneur and a "professional manager." After selling his business to a Private Equity (PE) firm, Ferrari takes on the role of CEO and with their support implements a roll-up strategy to attain growth... View Details

Keywords: Entrepreneurial Management; Entrepreneurial Organizations; Leveraged Buyouts; Roll-up; Career Planning; Acquisitions; Pricing; Pricing Policies; Pricing Strategy; Pricing Structure; Acquisition; Entrepreneurship; Private Equity; Distribution; Integration; System; Electronics Industry; Distribution Industry; United States

23 Jun 2008
Research & Ideas

Innovative Ways to Encourage Personal Savings

have too little income. In addition, there is a whole host of reasons why people put off savings, especially in the context of an economy where consumerism is common. A variety of levers can be used to support people who want to save (not to View Details

Keywords: by Martha Lagace; Financial Services

November 2021 (Revised March 2022)
Case

AppHarvest: Rebuilding the Appalachian Economy Through Agriculture

By: Joshua Lev Krieger, William R. Kerr and Christian Godwin

In 2021, AppHarvest completed construction of a 60-acre indoor farming facility, one of the world’s largest, recorded its first sales, and went public in a multi-billion dollar IPO. Described as “a force of nature,” Jonathan Webb founded the company to bring jobs back... View Details

Keywords: Agricultural; Entrepreneur; Business Startups; Development Economics; Sales; Goals and Objectives; Going Public; Growth Management; Buildings and Facilities; Agriculture and Agribusiness Industry; North America

September 2023 (Revised July 2024)
Case

Going Mobile-First? The Digital Transformation of Davivienda Bank in Colombia

By: Jorge Tamayo and Jenyfeer Martinez Buitrago

Set in 2017, this case describes the digital transformation strategy of Davivienda—a leading player in Colombia’s commercial banking and one of the companies belonging to Grupo Bolívar, a major Colombian financial conglomerate. The case also describes the pioneer role... View Details

Keywords: Change Management; Transformation; Decision Choices and Conditions; Information Technology; Digital Strategy; Digital Transformation; Internet and the Web; Mobile and Wireless Technology; Innovation and Management; Innovation Strategy; Growth and Development Strategy; Business Strategy; Banking Industry; Latin America; Central America; South America; Colombia