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      • February 2023 (Revised March 2023)
      • Case

      Twitter Turnaround and Elon Musk

      By: Andy Wu and Goran Calic
      Late afternoon on Friday, October 27th, 2022, Elon Musk was the center of attention at Twitter’s San Francisco headquarters. The night before, Musk officially took the company private and became Twitter’s majority shareholder, finally ending a months-long acquisition... View Details
      Keywords: Elon Musk; Twitter; Acquisition; Revenue; Advertising; Social Media; Business or Company Management; Public Opinion; Job Cuts and Outsourcing
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      Wu, Andy, and Goran Calic. "Twitter Turnaround and Elon Musk." Harvard Business School Case 723-418, February 2023. (Revised March 2023.)
      • January 2023
      • Case

      Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

      By: Brian Trelstad, Pedro Levindo and Carla Larangeira
      Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details
      Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
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      Trelstad, Brian, Pedro Levindo, and Carla Larangeira. "Natura: Weathering the Pandemic at Brazil's Cosmetic Giant." Harvard Business School Case 323-065, January 2023.
      • January 2023 (Revised April 2023)
      • Case

      Cobalt Robotics: Scaling Workplace Robotics

      By: Jeffrey F. Rayport, Nicole Tempest Keller and Kyung Keun Park
      Founded in 2016, Cobalt Robotics, based in Fremont, California, was a Robot-as-a-Service (RaaS) company that built autonomous workplace robots that were designed to replace or supplement human security guards. Outfitted with over 60 sensors, Cobalt robots patrolled... View Details
      Keywords: Information Infrastructure; Disruptive Innovation; Innovation and Invention; Marketing Strategy; Marketing Channels; Customers; Technology Industry; United States; California
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      Rayport, Jeffrey F., Nicole Tempest Keller, and Kyung Keun Park. "Cobalt Robotics: Scaling Workplace Robotics." Harvard Business School Case 823-096, January 2023. (Revised April 2023.)
      • January 2023
      • Teaching Note

      Duolingo: Teaching Languages to the Masses

      By: Youngme Moon
      Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details
      Keywords: Marketing; Marketing Strategy; Customer Relationship Management; Acquisition; Retention; Innovation and Invention
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      Moon, Youngme. "Duolingo: Teaching Languages to the Masses." Harvard Business School Teaching Note 323-070, January 2023.
      • January 2023
      • Case

      EKI Energy Services: One Billion Carbon Credits

      By: George Serafeim
      Within nine months from the time of its Initial Public Offering (IPO) in April of 2021, EKI Energy Services (EKI) shares had increased by more than 8,000%. Equally explosive was the growth of the company’s revenues and Earnings Before Interest, Taxes and Depreciation... View Details
      Keywords: Carbon Credits; Carbon Emissions; Growth; Business Analysis; Environmental Sustainability; Corporate Valuation; Climate Change; Accounting; Valuation; Transition; Renewable Energy; Analysis; Product Positioning; India
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      Serafeim, George. "EKI Energy Services: One Billion Carbon Credits." Harvard Business School Case 123-060, January 2023.
      • January 2023
      • Case

      Proday: Calling the Right Play

      By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
      Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details
      Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States
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      Hyde, Lindsay N., Thomas R. Eisenmann, and Tom Quinn. "Proday: Calling the Right Play." Harvard Business School Case 823-005, January 2023.
      • January 2023 (Revised February 2024)
      • Teaching Note

      Perfect Diary (完美日记)

      By: Shunyuan Zhang and Sunil Gupta
      Teaching Note for HBS Case No. 522-030. View Details
      Keywords: Digital Marketing; E-commerce; E-Commerce Strategy; Marketing; Beauty and Cosmetics Industry; China
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      Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Teaching Note 523-082, January 2023. (Revised February 2024.)
      • December 2022 (Revised July 2023)
      • Case

      Applegate Farms

      By: Forest L. Reinhardt, José B. Alvarez and Natalie Kindred
      Keywords: Agribusiness; Food; Consumer Behavior; Animal-Based Agribusiness; Brands and Branding; Integration; Strategy; Change Management; Change; Organizational Structure; Agriculture and Agribusiness Industry; Food and Beverage Industry; Consumer Products Industry; United States
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      Reinhardt, Forest L., José B. Alvarez, and Natalie Kindred. "Applegate Farms." Harvard Business School Case 723-025, December 2022. (Revised July 2023.)
      • December 2022
      • Case

      The Magic of Marks & Spencer Food

      By: David E. Bell, Natalie Kindred and Damien McLoughlin
      Keywords: Brands and Branding; Food; Consumer Behavior; Product Development; Competition; Price; Inflation and Deflation; Trends; Growth and Development; Strategy; Retail Industry; Consumer Products Industry; Food and Beverage Industry; United Kingdom
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      Bell, David E., Natalie Kindred, and Damien McLoughlin. "The Magic of Marks & Spencer Food." Harvard Business School Case 523-080, December 2022.
      • December 2022
      • Technical Note

      Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework

      By: George Serafeim
      The transition to a low carbon economy introduces many risks and opportunities for businesses. Risks emerge from regulatory actions, such as carbon taxes and cap and trade systems, technological innovation that develop alternatives for customers making existing... View Details
      Keywords: Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Risk Management; Competitive Dynamics; Business Analysis; Climate Change; Accounting; Finance; Valuation; Business and Shareholder Relations; Technological Innovation; Transition; Product Positioning; Renewable Energy; Analysis
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      Serafeim, George. "Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework." Harvard Business School Technical Note 123-014, December 2022.
      • December 2022 (Revised February 2023)
      • Case

      Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX

      By: Benjamin C. Esty and Daniel Fisher
      At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style” rifle manufactured by Daniel Defense and killed 19 children and two adults. Three days later, Representative Carolyn Maloney... View Details
      Keywords: Gun Violence; Gun Policy; Second Amendment; Legal Liability; Government Legislation; Marketing Strategy; Business or Company Management; Product Marketing; Ethics; Corporate Accountability; Corporate Social Responsibility and Impact; Moral Sensibility; Crime and Corruption; Governing Rules, Regulations, and Reforms; Manufacturing Industry; Advertising Industry; United States
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      Esty, Benjamin C., and Daniel Fisher. "Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX." Harvard Business School Case 323-058, December 2022. (Revised February 2023.)
      • December 2022 (Revised January 2023)
      • Case

      Cann: High Hopes for Cannabis Infused Beverages

      By: Ayelet Israeli and Anne V. Wilson
      Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
      Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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      Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
      • December 2022
      • Article

      I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure

      By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek
      Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits. Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm may rush an innovation to market in an attempt... View Details
      Keywords: Innovation Management; Innovation And Strategy; Product Development Strategy; Product Introduction; Quality Control; Product Recalls; Game Theory; Market Timing; Innovation Strategy; Product Launch; Product Development
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      Kim, Byungyeon, Oded Koenigsberg, and Elie Ofek. "I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure." Management Science 68, no. 12 (December 2022): 8889–8908.
      • December 2022
      • Article

      When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly

      By: Dominique Olié Lauga, Elie Ofek and Zsolt Katona
      A prominent hallmark of competitive interaction is the desire to differentiate from rivals. In this article, the authors examine under what conditions firms will differentiate through product quality versus advertising intensity. Firms select quality in a first stage,... View Details
      Keywords: Competition; Advertising; Product Positioning
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      Lauga, Dominique Olié, Elie Ofek, and Zsolt Katona. "When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly." Journal of Marketing Research (JMR) 59, no. 2 (December 2022): 1252–1265.
      • November 2022 (Revised March 2024)
      • Case

      Replika AI: Monetizing a Chatbot

      By: Julian De Freitas and Nicole Tempest Keller
      In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details
      Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry
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      De Freitas, Julian, and Nicole Tempest Keller. "Replika AI: Monetizing a Chatbot." Harvard Business School Case 523-016, November 2022. (Revised March 2024.)
      • November 2022 (Revised March 2023)
      • Supplement

      JUUL and the Vaping Revolution: A 2022 Update

      By: Michael W. Toffel and Sarah Mehta
      This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
      Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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      Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School PowerPoint Supplement 623-012, November 2022. (Revised March 2023.)
      • November 2022 (Revised March 2023)
      • Supplement

      JUUL and the Vaping Revolution: A 2022 Update

      By: Michael W. Toffel and Sarah Mehta
      This case provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette. View Details
      Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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      Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School Supplement 623-011, November 2022. (Revised March 2023.)
      • November 2022
      • Case

      The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

      By: Regina E. Herzlinger and Tiffany Farrell
      Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous... View Details
      Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry
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      Herzlinger, Regina E., and Tiffany Farrell. "The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales." Harvard Business School Case 323-031, November 2022.
      • November 2022 (Revised June 2023)
      • Case

      UGG Steps into the Metaverse

      By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley
      In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details
      Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States
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      Zhang, Shunyuan, Sharon Joseph, Sunil Gupta, and Julia Kelley. "UGG Steps into the Metaverse." Harvard Business School Case 523-013, November 2022. (Revised June 2023.)
      • November 2022
      • Background Note

      The Future of E-Commerce: Lessons from the Livestream Wars in China

      By: Ayelet Israeli, Jeremy Yang and Billy Chan
      This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details
      Keywords: Retail; Retailing; E-commerce; E-Commerce Strategy; Ecommerce; Channels Of Distribution; Marketing Communication; Livestream Commerce; Marketing; Marketing Channels; Marketing Strategy; Advertising; Brands and Branding; Media; Consumer Behavior; Social Media; Retail Industry; Consumer Products Industry; Advertising Industry; China; United States; United Kingdom
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      Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
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