Internet and the Web - Publications - Faculty & Research - Harvard Business School

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October 2016
Case

Triangulate: Stay, Pivot or Exit?

By: Thomas Eisenmann, Shikhar Ghosh and Christopher Payton

Sunil Nagaraj, Triangulate's founder had spent a few years trying to launch a dating application that matched users based on their behavior on social media. Based on input from advisors, the company changed its focus from a B2B site to a B2C dating site with a unique... View Details

Keywords: Early Stage; Pivot; Two Sided Markets; Business Model; Business Exit or Shutdown; Product Launch; Venture Capital; Failure; Internet and the Web; Entrepreneurship; Information Technology; Social and Collaborative Networks; United States; North America

February 2025
Case

Managing Complexity at mymuesli

By: Thomas Graeber and Stacy Straaberg

In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details

Keywords: Customer Satisfaction; Decisions; Food; Product Marketing; Product Positioning; Product Launch; Problems and Challenges; Behavior; Competitive Advantage; Customization and Personalization; Segmentation; Internet and the Web; Food and Beverage Industry; Europe; Germany

August 2002 (Revised March 2003)
Teaching Note

NerveWire (TN)

By: Nitin Nohria and Bridget Gurtler

Teaching Note for (9-402-020), (9-402-021), and (9-402-022). View Details

Keywords: Economic Slowdown and Stagnation; Recruitment; Mission and Purpose; Internet and the Web; Problems and Challenges; Consulting Industry; Newton

February 2019 (Revised June 2019)
Case

Where to Grow Next at Online Marketplace OLX

By: Thales Teixeira, Leandro A. Guissoni and Samy Dana

The CEO of OLX Brazil, an online classifieds platform business, is debating among multiple paths to grow sustainably (i.e., profitably) without the need for investor money. The options under consideration are (1) penetration growth by focusing on the core, (2) new... View Details

Keywords: Online Marketplace; Growth; Customer Acquisition; Facebook; Two-sided Network; E-commerce; Classifieds; Naspers; Schibsted; Innovation; Startup; Digital Platforms; Internet and the Web; Growth and Development Strategy; Business Model; Innovation and Invention; Business Startups; Decision Choices and Conditions; Brazil

March 2018 (Revised July 2018)
Case

Cadre

By: Thomas R. Eisenmann, Scott Duke Kominers and David Lane

Late in 2017, CEO Ryan Williams and his team debated whether Cadre should become not only a technology-enabled investment manager, but also an online trading exchange providing high levels of liquidity for investors in commercial real estate (CRE) equity. Cadre was a... View Details

Keywords: ＂Cadre,＂; Entrepreneurship; Market Design; Digital Platforms; Strategy; Internet and the Web; Private Equity; Financial Services Industry; Real Estate Industry; United States

August 2021
Case

Orchadio's First Two Split Experiments

By: Iavor I. Bojinov, Marco Iansiti and David Lane

Orchadio, a direct-to-consumer grocery business, needs to conduct its first two A/B tests—one to evaluate the effectiveness and functioning of its newly redesigned website, and one to market-test four versions of a new banner for the website. To do so, it will rely on... View Details

Keywords: Information Management; Technological Innovation; Knowledge Use and Leverage; Resource Allocation; Marketing; Measurement and Metrics; Customization and Personalization; Information Technology; Internet and the Web; Digital Platforms; Food and Beverage Industry; Food and Beverage Industry

February 2000 (Revised May 2001)
Case

eBricks.com

By: Thomas R. Eisenmann

eBricks.com is developing an online marketplace for construction materials. The start-up company faces two decisions: 1) whether to merge with BluelineOnline.com, a firm providing project management solutions for the construction industry; and 2) whether to develop an... View Details

Keywords: Strategic Planning; Digital Platforms; Internet and the Web; Marketplace Matching; Decision Choices and Conditions; Business Startups; Construction Industry

2012
Article

A Study of Economic Impact of Cloud Computing

By: Marco Iansiti and Gregory L. Richards

In this paper we find that advances in cloud computing likely will extend the IT induced economic growth in developed economies and foster growth in economies where IT penetration is not yet fully mature. We conclude that governments should work together to take... View Details

Keywords: Globalized Economies and Regions; Internet and the Web; Information Technology; Economic Growth; Cooperation; Government and Politics; Innovation and Invention; Information Technology Industry; Public Administration Industry

November 2019 (Revised May 2020)
Case

Collibra

By: Lynda M. Applegate, Jeffrey F. Rayport and Julia Kelley

Founded in 2008 at Vrije Universiteit Brussels, Collibra was a data intelligence company that found product-market fit in the years after the global financial crisis when many companies were under pressure from consumers and governments to improve their data management... View Details

Article

Why Do Intermediaries Divert Search?

By: Andrei Hagiu and Bruno Jullien

We analyze the incentives to divert search for an information intermediary who enables buyers (consumers) to search affiliated sellers (stores). We identify two original motives for diverting search (i.e., inducing consumers to search more than they would like): 1)... View Details

Keywords: Market Intermediation; Search; Two-Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry

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October 2004 (Revised November 2004)
Case

Mavens & Moguls: Creating a New Business Model

By: Myra M. Hart, Victoria Winston and Kristin Lieb

Mavens & Moguls is a "virtual" marketing-consulting firm of approximately 40 professionals. Examines the processes by which its founder, Paige Arnof-Fenn, learns the business, builds a power network of industry experts and potential customers, and uses this expertise... View Details

Keywords: Internet and the Web; Values and Beliefs; Work-Life Balance; Organizational Structure; Organizational Culture; Operations; Networks; Business Model; Growth Management; Business Growth and Maturation; Entrepreneurship; Growth and Development Strategy; Consulting Industry

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; North America

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June 2001 (Revised October 2001)
Case

Netonomy

A new software product enables wireless telcos to offer a self-service customer service solution, lowering costs and improving service levels. Discusses the definition of good self-service. Examines how the company should prioritize its growth opportunities and what... View Details

Keywords: Internet and the Web; Service Delivery; Applications and Software; Globalization; Customer Focus and Relationships; Growth and Development Strategy; Information Technology Industry; Service Industry

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February 2013
Case

18 Months in a Startup: Zaggora.com

By: Tom Nicholas

The founders of Zaggora reflected back on a tumultuous year-and-a-half in which they had generated, from just $40,000 in personal savings, a multi-million dollar sportswear enterprise selling Hotpants to women. These were hotpants not of the 1960s hipster variety, but... View Details

Keywords: Internet and the Web; Growth Management; Problems and Challenges; Business Startups; Brands and Branding; Innovation and Invention; Corporate Finance; Apparel and Accessories Industry; Apparel and Accessories Industry

Web

Debora L. Spar | About

Chaos, and Wealth from the Compass to the Internet (2001), The Baby Business (2006), View Details

1997
Chapter

Frontiers of Online Financial Services

By: R. Kalakota and F. Frei

Keywords: Internet and the Web; Finance; Financial Services Industry; Information Technology Industry

May 2021 (Revised June 2021)
Case

Zoom Video Communications vs. Microsoft Teams

In June 2021, Zoom executives prepared for competition in the post-pandemic world. Zoom‘s breakthrough success in the previous year put the company in a position to set up many new opportunities going forward. At the same time, its success attracted competitors like... View Details

Keywords: Internet and the Web; Competition; Growth and Development Strategy

April 2001
Teaching Note

Microsoft Carpoint

By: Jeffrey F. Rayport, Steven Silverman and William A. Sahlman

Teaching Note for (9-898-280). For book only - not listed on case. View Details

Keywords: Competitive Strategy; Internet and the Web; Service Delivery; Partners and Partnerships; Change; Customers; Web Services Industry

July 2023
Article

So, Who Likes You? Evidence from a Randomized Field Experiment

By: Ravi Bapna, Edward McFowland III, Probal Mojumder, Jui Ramaprasad and Akhmed Umyarov

With one-third of marriages in the United States beginning online, online dating platforms have become important curators of the modern social fabric. Prior work on online dating has elicited two critical frictions in the heterosexual dating market. Women, governed by... View Details

Keywords: Online Dating; Internet and the Web; Analytics and Data Science; Gender; Emotions; Social and Collaborative Networks

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February 2001 (Revised August 2001)
Case

Dialpad Communications (A)

By: Alan D. MacCormack and Kerry Herman

Describes the evolution of Dialpad, a voice-over-Internet-protocol telephony company. Set in September 2000, CEO Brad Garlinghouse faces a dilemma: what to do about the large number of international users who use Dialpad to call the United States for free. He must also... View Details

Keywords: Corporate Entrepreneurship; Business or Company Management; Organizational Design; Competitive Strategy; Investment; Mobile and Wireless Technology; Internet and the Web; Venture Capital; Telecommunications Industry; California

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