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  • February 2000 (Revised August 2000)
  • Case

Boston.com

By: Thomas R. Eisenmann and Jon K Rust
How aggressively should an incumbent move when developing an online business that threatens its core product? With Internet competitors taking direct aim at the traditional print newspaper business model, the Boston Globe fought back with its own web initiative,... View Details
Keywords: Corporate Entrepreneurship; Decision Making; Change Management; Internet and the Web; Customer Relationship Management; Competitive Strategy; Publishing Industry; Information Technology Industry; United States
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Eisenmann, Thomas R., and Jon K Rust. "Boston.com." Harvard Business School Case 800-165, February 2000. (Revised August 2000.)
  • 10 Mar 2009
  • First Look

First Look: March 10, 2009

Visions of Web 3.0 Harvard Business School Case 808-147 Explores the Semantic Web, a vision for the next generation of the World Wide Web in which information is stored in machine-readable formats. While the... View Details
Keywords: Martha Lagace
  • March 2011 (Revised July 2011)
  • Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi
The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details
Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry
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Steenburgh, Thomas J., and Elena Corsi. "Vestas' World of Wind." Harvard Business School Case 511-121, March 2011. (Revised July 2011.)
  • August 2018
  • Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes
Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Teaching Note 819-027, August 2018.
  • September 2000
  • Case

Jardines: Tapping the Asian E-Commerce Market

By: F. Warren McFarlan, Melissa Dailey and Fred Young
"We have made significant progress in reshaping the group in the current cycle of change," announced the homepage of Jardine Matheson & Co.'s web site. Percy Weatherall, newly appointed managing director of the company, knew all too well about change. In his previous... View Details
Keywords: Corporate Entrepreneurship; Decisions; Information Technology; Corporate Strategy; Technology Adoption
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McFarlan, F. Warren, Melissa Dailey, and Fred Young. "Jardines: Tapping the Asian E-Commerce Market." Harvard Business School Case 301-045, September 2000.
  • January 2014
  • Teaching Note

Dr. Benjamin Hooks and Children's Health Forum

By: Rosabeth Moss Kanter and Ai-Ling Malone
The case includes law, business, and public health perspectives on an African American leader's social entrepreneurship and leadership in other social movements. Later in his life, Dr. Benjamin Hooks championed the eradication of lead poisoning. Prior to that Hooks... View Details
Keywords: Leading Change; Health Disorders; Social Entrepreneurship; Personal Development and Career; Social Issues; United States
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Kanter, Rosabeth Moss, and Ai-Ling Malone. "Dr. Benjamin Hooks and Children's Health Forum." Harvard Business School Teaching Note 314-092, January 2014.
  • March 2023
  • Case

Moderna

By: Marco Iansiti, Karim R. Lakhani, Hannah Mayer, Kerry Herman, Allison J. Wigen and Dave Habeeb
This multimedia case follows the story of Moderna and its entry into vaccine development in the wake of the COVID-19 pandemic. In summer 2020, Stephane Bancel, CEO of biotech firm Moderna, faces several challenges as his company races to develop a vaccine for COVID-19.... View Details
Keywords: Health Pandemics; Research and Development; Digital Transformation; Health Testing and Trials; Biotechnology Industry; Pharmaceutical Industry
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Iansiti, Marco, Karim R. Lakhani, Hannah Mayer, Kerry Herman, Allison J. Wigen, and Dave Habeeb. "Moderna." Harvard Business School Multimedia/Video Case 623-703, March 2023. (Click here to access this case.)
  • 30 Mar 2010
  • First Look

First Look: March 30

through growth in Web site traffic. The improvements typically range between 30% and 50%. When using the regression discontinuity approach, we still find a strong, positive effect of angel funding on the survival and growth of ventures... View Details
Keywords: Sean Silverthorne
  • September 1999 (Revised April 2000)
  • Case

drugstore.com

By: Richard L. Nolan
On a clear day in August 1999 in the new headquarters of drugstore.com, against a backdrop of the Blue Angels flying in formation over Lake Washington practicing for their hydroplane Seafare Cup performance, Peter Neupert was pleased with his company's IPO performance.... View Details
Keywords: Business Growth and Maturation; Internet and the Web; Problems and Challenges; Business Startups; Retail Industry
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Nolan, Richard L. "drugstore.com." Harvard Business School Case 300-036, September 1999. (Revised April 2000.)
  • June 2016
  • Teaching Note

HubSpot: Lower Churn through Greater CHI

By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh
HubSpot, a web marketing startup selling inbound marketing software to small- and medium-sized businesses, is under pressure from its venture capital partners to rapidly acquire new customers and to maintain a low level of customer churn. The B2B SaaS company is in the... View Details
Keywords: CRM; Customer Acquisition; Customer Retention; Churn Management; SaaS Business Models; Customer Lifetime Value; Venture Capital; Startup; Software; Monitoring And Control; Marketing; Customer Relationship Management; Marketing Strategy; Accounting; Technology Industry; United States
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Avery, Jill, Asis Martinez Jerez, and Thomas Steenburgh. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Teaching Note 116-051, June 2016.
  • November–December 2014
  • Article

Accountable? The Problems and Solutions of Online Ad Optimization

By: Benjamin Edelman
Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records can track who clicked what ad—and often who saw what ad—to compare those clicks with users' subsequent purchases. Ever-cheaper IT makes this tracking... View Details
Keywords: Online Advertising; Fraud; Optimization; Incentives; Digital Marketing; Contracts; Marketing Strategy; Organizational Design
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Edelman, Benjamin. "Accountable? The Problems and Solutions of Online Ad Optimization." IEEE Security & Privacy 12, no. 6 (November–December 2014): 102–107.
  • Article

Turnkey or Tailored? Relational Pluralism, Institutional Complexity, and the Organizational Adoption of More or Less Customized Practices

By: Ryan Raffaelli and Mary Ann Glynn
We examine how the organizational adoption of new practices is influenced by relational pluralism, i.e., an organization's multiple ties to actors inside and outside its industry. We theorize that institutional mechanisms of practice diffusion underlying relational... View Details
Keywords: Networks; Corporate Social Responsibility and Impact; Business Processes; Adoption; Customization and Personalization
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Raffaelli, Ryan, and Mary Ann Glynn. "Turnkey or Tailored? Relational Pluralism, Institutional Complexity, and the Organizational Adoption of More or Less Customized Practices." Academy of Management Journal 57, no. 2 (April 2014): 541–562.
  • June 2018
  • Case

Meridian Systems

By: Frank V. Cespedes and Michael J. Roberts
The Meridian Systems case focuses on a start-up in the restaurant point of sale (POS) systems market. In early 2018, Meridian is getting ready to roll out a POS system based on a new technology—a tablet-based, Wi-Fi-enabled POS system (the "tablet" system, or... View Details
Keywords: Business Startups; Sales; Strategy; Salesforce Management; Organizational Structure; Technological Innovation; Marketing Strategy
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Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems." Harvard Business School Brief Case 918-533, June 2018.
  • July – August 2010
  • Article

Are You Ignoring Trends That Could Shake Up Your Business?

By: Elie Ofek and Luc Wathieu
Virtually all managers in consumer businesses recognize major social, economic, and technological trends. But many do not consider the profound ways in which trends--especially those that seem unrelated to their core markets--influence consumers' aspirations,... View Details
Keywords: Trends; Innovation and Invention; Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Product Development
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Ofek, Elie, and Luc Wathieu. "Are You Ignoring Trends That Could Shake Up Your Business?" Harvard Business Review 88, nos. 7-8 (July–August 2010).
  • January 2015 (Revised October 2018)
  • Case

Nasty Gals Do It Better

By: David Collis, Diane Chang, Matthew Shaffer and Ashley Hartman
In 2006, Sophia Amoruso started Nasty Gal, an eBay boutique selling vintage clothes. With a strong sense of style and personality, Amoruso poured herself into building the brand and developing relationships with her customers—typically the slightly edgy 18–24 year old.... View Details
Keywords: Business Growth; Brand Management; Online Retail; Clothing; Apparel; Expansion; Growth and Development Strategy; Brands and Branding; Management; Marketing Strategy; Strategic Planning; Social Media; E-commerce; Digital Marketing; Retail Industry; Apparel and Accessories Industry; United States
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Collis, David, Diane Chang, Matthew Shaffer, and Ashley Hartman. "Nasty Gals Do It Better." Harvard Business School Case 715-412, January 2015. (Revised October 2018.)
  • June 2018 (Revised July 2023)
  • Case

John Chambers, Cisco, and China: Upgrading a Golden Shield

By: Geoffrey Jones and Emily Grandjean
This case examines the role of Cisco led by John Chambers in facilitating web filtering in China. It begins by tracing the origins of Cisco as a pioneer of networking equipment. John Chambers, who had worked as a sales manager at IBM and Wang Laboratories, joined Cisco... View Details
Keywords: Cisco; Internet and the Web; Governance Controls; Ethics; Rights; Corporate Social Responsibility and Impact; Technology Industry; China
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Jones, Geoffrey, and Emily Grandjean. "John Chambers, Cisco, and China: Upgrading a Golden Shield." Harvard Business School Case 318-158, June 2018. (Revised July 2023.)
  • 14 Dec 2010
  • First Look

First Look: Dec. 14

  Working PapersThe Influence of Prior Industry Affiliation on Framing in Nascent Industries: The Evolution of Digital Cameras Authors:Mary J. Benner and Mary Tripsas Abstract New industries sparked by technological change are characterized by high uncertainty. In this... View Details
Keywords: Sean Silverthorne
  • 23 Nov 2010
  • First Look

First Look: November 23

Publications Blind Ethics: Closing One's Eyes Polarizes Moral Judgment and Discourages Dishonest Behavior Authors: E. M. Caruso and F. Gino Publication: Cognition (forthcoming) Abstract Four experiments demonstrate that closing one's eyes affects ethical judgment and... View Details
Keywords: Sean Silverthorne
  • July 2006 (Revised March 2008)
  • Case

Changan Automobile Co., Ltd.

By: Dennis Campbell and Donglin Xia
Chairman Yin Jiaxu must communicate that the company's extraordinary reported performance in 2002 reflects Changan's unique strategy within the competitive dynamics of China's automobile industry. Changan's 2002 annual report demonstrated an extraordinary level of... View Details
Keywords: Financial Reporting; Ethics; Corporate Disclosure; Media; Business and Shareholder Relations; Auto Industry; China
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Campbell, Dennis, and Donglin Xia. "Changan Automobile Co., Ltd." Harvard Business School Case 107-006, July 2006. (Revised March 2008.)
  • 17 Oct 2023
  • HBS Case

With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

monitored and optimally maintained. Amazon Web Services and IBM are some of the leaders in the platform-as-a-service (PasS) market. To be clear, there isn’t a one-size-fits-all model when it comes to subscription-based revenue streams,... View Details
Keywords: by Jay Fitzgerald; Consumer Products; Information; Information Technology
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