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- All HBS Web
(1,481)
- People (1)
- News (289)
- Research (983)
- Events (8)
- Multimedia (1)
- Faculty Publications (579)
- November 2021 (Revised December 2022)
- Case
Farfetch: Digital Transformation for Luxury Brands
By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details
Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
- Web
Online Digital Marketing Strategy Course | HBS Online
completing Digital Marketing Strategy? + – You will have access to the materials in every prior module as you progress through the program. Access to course materials and the course platform for cohort... View Details
- Article
Efficiencies and Regulatory Shortcuts: How Should We Regulate Companies like Airbnb and Uber?
By: Benjamin Edelman and Damien Geradin
New software platforms use modern information technology, including full-featured web sites and mobile apps, to allow service providers and consumers to transact with relative ease and increased trust. These platforms provide notable benefits including reducing... View Details
Keywords: Platforms; Regulation; Sharing Economy; Uber; Airbnb; Universal Service; Insurance; Market Platforms; Service Delivery; Software; Service Industry
Edelman, Benjamin, and Damien Geradin. "Efficiencies and Regulatory Shortcuts: How Should We Regulate Companies like Airbnb and Uber?" Stanford Technology Law Review 19, no. 2 (2016): 293–328.
- 2014
- Teaching Note
Yonyou 2013 (TN)
By: F. Warren McFarlan, Zheng Xiaoming and Ziqian Zhao
The case describes how a leading Chinese management software provider Yonyou (formerly known as "UFIDA") disrupted its value chain-based business model to transform itself into a platform provider. The case describes Yonyou's past success, the market forces and... View Details
Keywords: Business Models; ERP; Platforms; Strategy; Transformations; China; Information Technology; China
McFarlan, F. Warren, Zheng Xiaoming, and Ziqian Zhao. "Yonyou 2013 (TN)." Tsinghua University Teaching Note, 2014.
- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
- 2018
- Article
Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market
By: Wen Wen and Feng Zhu
We examine how app developers on the Android mobile platform adjust their innovation efforts (rate and direction) and value-capture strategies in response to Google’s entry threat and actual entry into their markets. We find that, after Google’s entry threat increases,... View Details
Keywords: Platform-owner Entry; Entry Threat; Innovation; Complementors; Mobile App Industry; Digital Platforms; Mobile and Wireless Technology; Market Entry and Exit; Price; Innovation and Invention; Applications and Software
Wen, Wen, and Feng Zhu. "Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market." Strategic Management Journal 40, no. 9 (September 2019): 1336–1367.
- 2017
- Working Paper
Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market
By: Feng Zhu
We examine how app developers on the Android mobile platform adjust their innovation efforts (rate and direction) and value-capture strategies in response to Google’s entry threat and actual entry into their markets. We find that, after Google’s entry threat increases,... View Details
Keywords: Platform-owner Entry; Entry Threat; Innovation; Complementors; Mobile App Industry; Mobile and Wireless Technology; Innovation Strategy; Market Entry and Exit
Wen, Wen, and Feng Zhu. "Threat of Platform-Owner Entry and Complementor Responses: Evidence from the Mobile App Market." Harvard Business School Working Paper, No. 18-036, October 2017.
- May 2024 (Revised May 2024)
- Case
Market by Met Council: Revolutionizing Food Pantries in the Digital Age
By: Elisabeth Paulson and Michael W. Toffel
In fall 2023, the Food Program of Met Council—America’s largest Jewish charity dedicated to fighting poverty—completed the rollout of the newest version of its digital pantry platform to twelve food pantries in the Met Council food pantry network. The digital... View Details
Keywords: Customer Focus and Relationships; Digital Transformation; Nonprofit Organizations; Service Operations; Human Needs
Paulson, Elisabeth, and Michael W. Toffel. "Market by Met Council: Revolutionizing Food Pantries in the Digital Age." Harvard Business School Case 624-060, May 2024. (Revised May 2024.)
- November 2016 (Revised October 2018)
- Case
IguanaFix
By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta
IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details
Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America
Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.)
- June 2019
- Case
Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers
By: Thales S. Teixeira
By 2019, two-sided online platforms (or marketplaces) were among the highest-growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products, or services with customers demanding them. Among the most notable... View Details
Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-Sided Markets; Digital Marketing; Customer Acquisition; Two-Sided Platforms; Growth Management; Marketing Strategy; Customers; Acquisition; Organizational Change and Adaptation
Teixeira, Thales S. "Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers." Harvard Business School Case 519-087, June 2019.
- November–December 2023
- Article
Look the Part? The Role of Profile Pictures in Online Labor Markets
By: Isamar Troncoso and Lan Luo
Profile pictures are a key component of many freelancing platforms, a design choice that can impact hiring and matching outcomes. In this paper, we examine how appearance-based perceptions of a freelancer’s fit for the job (i.e., whether a freelancer "looks the part"... View Details
Keywords: Freelancers; Gig Workers; Demographics; Prejudice and Bias; Selection and Staffing; Jobs and Positions; Analytics and Data Science
Troncoso, Isamar, and Lan Luo. "Look the Part? The Role of Profile Pictures in Online Labor Markets." Marketing Science 42, no. 6 (November–December 2023): 1080–1100.
- June 2016 (Revised January 2018)
- Case
Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers
By: Thales S. Teixeira and Morgan Brown
By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details
Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two Sided Markets; Digital Platforms; Marketing; Digital Marketing; Growth Management; Service Industry
Teixeira, Thales S., and Morgan Brown. "Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers." Harvard Business School Case 516-108, June 2016. (Revised January 2018.)
- Working Paper
Visual Uniqueness in Peer-to-Peer Marketplaces: Machine Learning Model Development, Validation, and Application
By: Flora Feng, Charis Li and Shunyuan Zhang
Peer-to-peer (P2P) marketplaces have seen exponential growth in recent years featured by unique offerings from individual providers. Despite the perceived value of uniqueness, scalable quantification of visual uniqueness in P2P platforms like Airbnb has been largely... View Details
Keywords: Peer-to-peer Markets; Marketplace Matching; AI and Machine Learning; Demand and Consumers; Digital Platforms; Marketing
Feng, Flora, Charis Li, and Shunyuan Zhang. "Visual Uniqueness in Peer-to-Peer Marketplaces: Machine Learning Model Development, Validation, and Application." SSRN Working Paper Series, No. 4665286, February 2024.
- June 2014
- Article
Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak
By: Benjamin Edelman
Many companies depend on powerful platforms which distinctively influence buyers' purchasing. (Consider, Google, Amazon, and myriad others in their respective spheres.) I consider implications of these platforms' market power, then suggest strategies to help companies... View Details
Keywords: Competition; Market Power; Dominance; Advertising Campaigns; Marketing Channels; Agreements and Arrangements; Competitive Strategy; Negotiation; Transportation Industry; Information Technology Industry; Web Services Industry
Edelman, Benjamin. "Mastering the Intermediaries: Strategies for Dealing with the Likes of Google, Amazon, and Kayak." Harvard Business Review 92, no. 6 (June 2014): 86–92.
- February 2022
- Teaching Note
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli
Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details
Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)
- August 2018
- Teaching Note
IguanaFix
By: Frank V. Cespedes and Thomas Eisenmann
Teaching Note for HBS No. 817-056. IguanaFix, based in Argentina, is a platform business that connects consumers with home improvement contractors. The founders are evaluating growth options and an investment offer. The case focuses on scaling issues for a venture... View Details
- 24 Apr 2014
- News
A wild ride from adventure travel to social media marketing
which provides a SaaS platform for marketers to manage their presence on social networks, is a division of Google, and is among the largest acquisitions ever made by the Internet giant. Wildfire now has over... View Details
- October 2023
- Article
Matching Mechanisms for Refugee Resettlement
By: David Delacrétaz, Scott Duke Kominers and Alexander Teytelboym
Current refugee resettlement processes account for neither the preferences of refugees nor the priorities of hosting communities. We introduce a new framework for matching with multidimensional knapsack constraints that captures the (possibly multidimensional) sizes of... View Details
Keywords: Refugee Resettlement; Matching; Matching Markets; Matching Platform; Matching With Contracts; Algorithms; Refugees; Market Design
Delacrétaz, David, Scott Duke Kominers, and Alexander Teytelboym. "Matching Mechanisms for Refugee Resettlement." American Economic Review 113, no. 10 (October 2023): 2689–2717.
- June 2016
- Case
Big Spaceship: The Evolving Agency
By: Boris Groysberg and Matthew G. Preble
This case discusses the evolution of Big Spaceship, an advertising and marketing agency, from a product-focused business to a relationship-oriented one as clients seek deeper and more meaningful long-term partnerships. The 15-year-old company had already evolved... View Details
Keywords: Digital Marketing; Advertising; Advertising Campaigns; Marketing; Organizational Structure; Organizational Design; Organizational Culture; Organizational Change and Adaptation; Social Media; Advertising Industry; United States; New York (city, NY)
Groysberg, Boris, and Matthew G. Preble. "Big Spaceship: The Evolving Agency." Harvard Business School Case 416-003, June 2016.
- February 2021 (Revised March 2021)
- Case
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli and Jamie Merkrebs
AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its... View Details
Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; African-American Protagonist; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)
Israeli, Ayelet, and Jamie Merkrebs. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Case 521-069, February 2021. (Revised March 2021.)