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  • 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
Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Digital Platforms; Growth and Development Strategy
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Cespedes, Frank V., and Thomas Eisenmann. "IguanaFix." Harvard Business School Teaching Note 819-029, August 2018.
  • March 2022 (Revised February 2024)
  • Case

Emeritus: Achieving Impact, Providing Access (A)

By: Ashish Nanda and Zack Kurtovich
In June 2019, Emeritus cofounders Ashwin Damera (HBS MBA 2005) and Chaitanya Kalipatnapu were thrilled with the rapid growth of Emeritus. Damera and Kalipatnapu believed that Emeritus, established in July 2015 to offer online executive education, was only in the early... View Details
Keywords: Education Technology; Professional Service Firm; Startup; Digital Strategy; Global Business; Global Firm; Platform Business; Business Startups; Growth and Development; Growth and Development Strategy; Entrepreneurship; Executive Education; Strategy; Education Industry; India
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Nanda, Ashish, and Zack Kurtovich. "Emeritus: Achieving Impact, Providing Access (A)." Harvard Business School Case 722-429, March 2022. (Revised February 2024.)
  • October 2015
  • Case

Bigbelly

By: Mitch Weiss and Christine Snively
To accelerate Bigbelly's sales growth and its "smart cities" positioning, its CEO planned to shift his company from equipment sales to a subscription service. Jack Kutner hoped to re-position Bigbelly's solar-powered trash compacting stations beyond trash and recycling... View Details
Keywords: Public Entrepreneurship; Smart Cities; Government Innovation; Internet Of Things; IoT; Anything As A Service; Platform As A Service; Infrastructure As A Service; PaaS; Xaas; Bigbelly; Jack Kutner; B2G; Civic Innovation; City Innovation; Government Technology; Govtech; Civic Technology; Entrepreneurship; Sales; Innovation and Invention; Digital Platforms; Internet and the Web; Web Services Industry; Web Services Industry; Web Services Industry; Web Services Industry; Web Services Industry; Massachusetts; United States; Boston; Chicago; Philadelphia; New York (city, NY)
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Weiss, Mitch, and Christine Snively. "Bigbelly." Harvard Business School Case 816-005, October 2015.
  • July–August 2013
  • Article

A Joint Model of Usage and Churn in Contractual Settings

By: Eva Ascarza and Bruce G.S. Hardie
As firms become more customer-centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multiperiod forecasts of customer behavior. Although a number of researchers... View Details
Keywords: Churn; Retention; Contractual Settings; Access Services; Hidden Markov Models; RFM; Latent Variable Models; Customer Value and Value Chain; Consumer Behavior
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Ascarza, Eva, and Bruce G.S. Hardie. "A Joint Model of Usage and Churn in Contractual Settings." Marketing Science 32, no. 4 (July–August 2013): 570–590.
  • July 2012 (Revised March 2013)
  • Supplement

Shanghai Diligence Law Firm (B)

By: Robert G. Eccles and Catherine Zhang
Shanghai Diligence Law Firm continued with its approach to grow through a merger, rather than organically, and was eventually merged into a bigger law firm in China. After the merger, a refined A-B-C-D model is still in use as compensation system, although the... View Details
Keywords: Professional Service Firms; Compensation; Law Firms; Motivating Professionals; Client Management; Developing Professionals; Entrepreneurship; China; Mergers and Acquisitions; Employee Relationship Management; Compensation and Benefits; Groups and Teams; Legal Services Industry; China
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Eccles, Robert G., and Catherine Zhang. "Shanghai Diligence Law Firm (B)." Harvard Business School Supplement 413-027, July 2012. (Revised March 2013.)
  • 2012
  • Article

Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency

By: Alvin J. Silk
What restrictions should be placed on advertising agencies with respect to serving accounts or clients that are competitors of one another in order to avoid conflicts of interest? In recent decades, the advertising and marketing services industry has undergone a number... View Details
Keywords: Advertising Agency; Competitors; Marketing Services Industry; Structural Changes; Agency-client Relationships; Hybrid Conflict Policies; Safeguards; Advertising; Advertising Industry; Europe; Latin America; North and Central America
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Silk, Alvin J. "Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency." Foundations and Trends® in Marketing 6, no. 2 (2012): 63–149.
  • February 2018 (Revised October 2020)
  • Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details
Keywords: Brand Management; Brand Architecture; Brand Portfolio; Merger; Hospitality Industry; Services Marketing; Branded House; House Of Brands; Sub-branding; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Consumer Behavior; Advertising; Travel Industry; Accommodations Industry; Tourism Industry; United States; North America; Europe; Asia
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Avery, Jill, Chekitan S. Dev, and Laure Mougeot Stroock. "The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture." Harvard Business School Case 518-081, February 2018. (Revised October 2020.)
  • October 2012
  • Case

Winfield Refuse Management, Inc.: Raising Debt vs. Equity

By: W. Carl Kester and Sunru Yong
A small, publicly traded company specializing in non-hazardous waste management considers a major acquisition in the Midwestern U.S. The acquisition can provide entry into the region, help the firm compete in a competitive industry, and improve its cost position. The... View Details
Keywords: United States; Acquisitions; Capital Structure; Equity Capital; Debt Management; Expansion; Leveraged Buyouts; Financial Analysis; Administrative/Support/Waste Management/Remediation Services; Equity; Borrowing and Debt; Service Industry
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Kester, W. Carl, and Sunru Yong. "Winfield Refuse Management, Inc.: Raising Debt vs. Equity." Harvard Business School Brief Case 913-530, October 2012.
  • March 2025
  • Case

Calyx Global: Rating Carbon Credits

By: Michael W. Toffel and Adam Chen
This case describes how rating agencies and other organizations are seeking to improve the quality of carbon credits sold in the voluntary carbon market to organizations seeking to use them to supplement their internal decarbonization efforts to meet their net zero... View Details
Keywords: Service Design; Certification; Auditing; Auditor Reputation; Carbon Credits; Carbon; Rating Agency Disagreement; Ratings; Climate Change; Business Model; Environmental Sustainability; Corporate Social Responsibility and Impact; Conflict of Interests; Reputation; Business Strategy
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Toffel, Michael W., and Adam Chen. "Calyx Global: Rating Carbon Credits." Harvard Business School Case 625-102, March 2025.
  • December 2016
  • Supplement

Ron Johnson: A Career in Retail

By: Ryan Raffaelli, Joshua D. Margolis and Das Narayandas
This is a video supplement, to be used when teaching the Ron Johnson case. See abstract:

In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his... View Details
Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Competition; Organizational Behavior; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Retail Industry; United States
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Raffaelli, Ryan, Joshua D. Margolis, and Das Narayandas. "Ron Johnson: A Career in Retail." Harvard Business School Multimedia/Video Supplement 417-704, December 2016.
  • 2013
  • Dissertation

Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics

By: Clarence Lee, Vineet Kumar and Sunil Gupta
Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details
Keywords: Discrete-Continuous Choice Dynamic Structural Models; Bayesian Estimation; Word-of-Mouth; Digital Services; Freemium; Entrepreneurship; Business Model; Motivation and Incentives; Marketing Strategy; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Business Startups
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Lee, Clarence, Vineet Kumar, and Sunil Gupta. "Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics." Diss., Harvard Business School, 2013. (Job Market Paper.)
  • April 2016 (Revised March 2019)
  • Case

Moleskine (A)

By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
Describes the founding and growth challenges facing Moleskine, an Italian-based consumer products company known for its oilcloth-covered notebooks once used by Ernest Hemingway and Vincent van Gogh. CEO Arrigo Berni and co-founder Maria Sebregondi aim to transform the... View Details
Keywords: Creative Industries; Brand Building; Digital Innovation; Digital Services And Strategy; Process Improvement; Culture; Identity Construction; Innovation; Growth and Development Strategy; Leadership; Organizational Change and Adaptation; Organizational Culture; Innovation Strategy; Consumer Products Industry
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Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (A)." Harvard Business School Case 716-407, April 2016. (Revised March 2019.)
  • October 2013
  • Case

FasterCures: Removing Barriers to Treatments

By: Richard G. Hamermesh and James Weber

In mid-2013, as FasterCures celebrated its 10th anniversary as a center of the Milken Institute, Executive Director Margaret Anderson thought about what the organization should do to ensure it had even more impact in its next 10 years. FasterCures was a non-profit... View Details

Keywords: Health Care; Health Care Industry; Health Care Policy; Health Services; Healthcare; Healthcare Reform; Healthcare Ventures; Nonprofit; Non-profit Management; Not-for-profit; Incubator; Accelerator; Venture Philanthropy; Medical Services; Medical Solutions; Medical Research; Medical Treatment; Clinical Trials; Drug Reimbursement; Early Stage; Early Stage Research Funding; Early Stage Funding; Milken Institute; Michael Milken; David Baltimore; Partnering For Cures; National Institutes Of Health; Cancer Care In The U.S.; Cancer Care Services; Policy-making; Health Care and Treatment; Health; Health Testing and Trials; Entrepreneurship; Social Entrepreneurship; Nonprofit Organizations; Policy; Health Industry; United States; District of Columbia
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Hamermesh, Richard G., and James Weber. "FasterCures: Removing Barriers to Treatments." Harvard Business School Case 814-003, October 2013.
  • May 2022
  • Article

Variance Analysis: New Insights from Health Care Applications

By: Robert S. Kaplan and Susanna Gallani
We use a health care application to illustrate how variance analysis can be used to benchmark costs across similar service delivery sites. Variances for personnel costs, typically the largest cost component in service organizations, are calculated for price, quantity,... View Details
Keywords: Variance Analysis; Benchmarking; Time-Driven Activity-Based Costing; Health Care; Activity Based Costing and Management; Health Care and Treatment; Service Delivery; Service Industry
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Kaplan, Robert S., and Susanna Gallani. "Variance Analysis: New Insights from Health Care Applications." Issues in Accounting Education 37, no. 2 (May 2022): 27–36.
  • January 2015 (Revised October 2016)
  • Case

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
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Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
  • March 2018
  • Case

EKOL Logistics: Thinking Outside the Box

By: Willy C. Shih and Esel Çekin
This case describes Ekol, an intermodal transportation and logistics company, and how it manages capacity planning. Its busiest routes linked motor vehicle assemblers in Germany and Turkey with many of their parts suppliers, but it had also developed key links in... View Details
Keywords: Growth And Development; Strategy; Intermodal Transportation; Short-sea Transportation; Capacity Management; Capacity Planning; Delivery Planning; Route Optimization; Car Spare Part; Auto Manufacturing; Automotive Supply Chain; Europe; Turkey; Service Design; Fast Fashion; Near-shoring; Supply Chain; Supply Chain Management; Operations; Performance Capacity; Performance Efficiency; Logistics; Transportation Industry; Auto Industry; Turkey; Germany; Spain; European Union; Europe
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Shih, Willy C., and Esel Çekin. "EKOL Logistics: Thinking Outside the Box." Harvard Business School Case 618-037, March 2018.
  • June 1986 (Revised July 1990)
  • Case

OTISLINE (A)

By: F. Warren McFarlan and Donna B. Stoddard
Describes the company's use of information technology to strengthen its position in the elevator sales and service market. Also demonstrates how information technology can be used to better manage and control a large geographically dispersed service organization. View Details
Keywords: Information Technology; Technology Adoption; Sales; Marketing; Rank and Position; Salesforce Management; Service Operations; Management Analysis, Tools, and Techniques; Global Range; Accounting; Business Ventures; Industry Growth
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McFarlan, F. Warren, and Donna B. Stoddard. "OTISLINE (A)." Harvard Business School Case 186-304, June 1986. (Revised July 1990.)
  • April 2014 (Revised January 2015)
  • Background Note

Note on Mobile Healthcare

By: John A. Quelch and Margaret L. Rodriguez
Delivering health care to the global population was a challenge. Health care costs accounted for ten percent of world GDP by 2013. In the U.S., health care costs were expected to top $3.1 trillion in 2014. New technologies, shortages of trained personnel and... View Details
Keywords: Health Care; Mobile; Mobile App; Public Health; Startups; Hardware; Software; Telemedicine; Global; Medical Devices; Medical Services; Medical Solutions; Entrepreneurs; Government And Business; Technological Change; Health Care and Treatment; Entrepreneurship; Government and Politics; Technological Innovation; Applications and Software; Information Infrastructure; Health Industry; Technology Industry
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Quelch, John A., and Margaret L. Rodriguez. "Note on Mobile Healthcare." Harvard Business School Background Note 514-122, April 2014. (Revised January 2015.)
  • November 2002 (Revised April 2004)
  • Case

TCS: An Entrepreneurial Air-Express Company in Pakistan

Introduces Khalid Awan, co-founder of TCS, an entrepreneurial air-express company in Pakistan. Awan has succeeded in building a sizeable company despite serious obstacles, including pressure from the public postal system, an environment prone to corruption, and a... View Details
Keywords: Family Business; Emerging Markets; Entrepreneurship; Leasing; Transportation Industry; United Arab Emirates; Pakistan
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Kuemmerle, Walter, and Zahid Ahmed. "TCS: An Entrepreneurial Air-Express Company in Pakistan." Harvard Business School Case 803-027, November 2002. (Revised April 2004.)
  • June 2002
  • Case

Tale of Two Airlines in the Network Age: Or Why the Spirit of King George III Is Alive and Well!

By: F. Warren McFarlan
Describes an airline service incident that ought not to have happened in the network age. Inadequate use of available technology creates service problems. A rewritten version of an earlier case. View Details
Keywords: Air Transportation; Information Management; Information Technology; Service Delivery; Problems and Challenges; Air Transportation Industry
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McFarlan, F. Warren. "Tale of Two Airlines in the Network Age: Or Why the Spirit of King George III Is Alive and Well!" Harvard Business School Case 302-128, June 2002.
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