futures - Publications - Faculty & Research

June 2025
Case

Roku and The Future of Television, 2025

By: David B. Yoffie, Julie Cruz and Samari Gilbert

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January 2025
Teaching Note

Generative AI and the Future of Work

By: Christopher Stanton and Shira Aronson

Teaching Note for HBS Case No. 824-130. View Details

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June 2024
Teaching Note

Numenta in 2020: The Future of AI

By: David B. Yoffie

In 2020, Numenta’s co-founder, Jeff Hawkins, completed his pathbreaking research on artificial intelligence. His co-founder and CEO, Donna Dubinsky, had to find a business model to monetize the technology. This teaching note explores the challenges of building a... View Details

Keywords: Artificial Intelligence; Monetization; Strategy; Intellectual Property; AI and Machine Learning; Business Model; Entrepreneurship; Technology Industry

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February 2023
Teaching Note

Amazon and the Future of Organized Labor

By: Reshmaan Hussam, Trevor Fetter and Grace Liu

Teaching Note for HBS Case No. 723-030. View Details

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winter 2001
Article

The Past and Future of Competitive Advantage

By: Clayton M. Christensen

Keywords: Competition

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April 2018 (Revised November 2019)
Case

JD: Envisioning the Future of Retail (A)

By: Feng Zhu and Shirley Sun

JD, China’s second largest e-commerce company by gross merchandise volume (GMV) after Alibaba, had expanded rapidly from 2012 to 2016. When the company celebrated its 13th birthday in 2017, Richard Liu, its founder, deliberated on the company’s growth strategies. The... View Details

Keywords: Growth and Development Strategy; Competitive Strategy; E-commerce; Retail Industry; China

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February 2016 (Revised March 2019)
Case

Suncor and the Future of Oil Sands

By: Richard H.K. Vietor

Suncor, Canada's largest producer of "oil sands," faces a host of issues involving prices, costs, and the environment. The Government of Canada recently put an explicit limit on carbon emissions from oil sands and a price on carbon. Suncor, which produces more than... View Details

Keywords: Oil Sands; Energy; Price; Operations; Cost; Energy Industry; Canada

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July 2010 (Revised November 2011)
Supplement

Zensar: The Future of Vision Communities (B)

By: David A. Garvin and Rachna Tahilyani

Zensar is a rapidly growing, mid-sized Indian IT services company with a collaborative management philosophy and innovative HR policies. One of its practices, Vision Communities, is an inclusive forum for innovation and strategy formulation. As the company grows,... View Details

Keywords: Strategic Planning; Leadership Style; Employee Relationship Management; Decision Choices and Conditions; Information Technology; Collaborative Innovation and Invention; Business or Company Management; Expansion; Information Technology Industry; India

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January 2008 (Revised April 2008)
Teaching Note

First Union Corporation (A): Future Bank (TN)

By: Frances X. Frei

Teaching Note for [602013]. View Details

Keywords: Banks and Banking; Banking Industry

Citation

March 2007
Teaching Note

eDonkey--Deciding the Future of File Sharing (TN)

By: Felix Oberholzer-Gee

Teaching note to 707482. View Details

Keywords: Technology Industry

Citation

29 Mar 2008
Research & Ideas

Creativity, Entrepreneurship, and Organizations of the Future

and team creativity, entrepreneurship, organizations, and society. To develop a research agenda that identifies new questions and approaches relevant to both academics and practitioners. The underlying assumption of the colloquia was that organizations of the View Details

Keywords: by Teresa M. Amabile & Mukti Khaire

October 2018
Case

The Drone Racing League: Building the Sport of the Future

By: Robert F. Higgins and James Barnett

Drone Racing League (DRL) sees itself as the world’s preeminent professional drone racing league. The company is in its third season of racing and is focused on future seasons and the negotiation of a new media agreement. How should the company proceed? View Details

Keywords: Drones; Racing; Sports; Entrepreneurship; Media; Strategic Planning; Sports Industry

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Article

Look 'Outside the Building' for the Future of Leadership

By: Rosabeth M. Kanter

The author discusses what she terms “outside the building” issues, such as climate change, pandemics, and racial/gender justice. These complex issues are “beyond the boundaries of single organizations.” As she writes, “I call this new leadership for the future... View Details

Keywords: Change Leadership; Advanced Leadership; Innovation; Complex Systems; Impact; Leadership; Change; Leading Change; Innovation Leadership

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December 2010 (Revised March 2013)
Case

Asian Agri and the Future of Palm Oil

By: David E. Bell and Natalie Kindred

For Asian Agri and other Indonesian palm oil producers, the future promised rising demand from fast-growing Asian populations, but also intensifying criticism from environmental groups. With the highest yield and lowest production cost of any edible oil, palm oil... View Details

Keywords: Plant-Based Agribusiness; Social Marketing; Corporate Social Responsibility and Impact; Business Strategy; Supply Chain Management; Natural Environment; Marketing Strategy; Environmental Sustainability; Agriculture and Agribusiness Industry; Indonesia; Malaysia

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September – October 1973
Article

Computer Data Bases: The Future Is Now

By: R. L. Nolan

Keywords: Information Technology; Information

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March 2025
Case

Stagwell: AI and the Future of Marketing

By: Suraj Srinivasan and Radhika Kak

In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details

Keywords: Advertising; Innovation Strategy; Change Management; AI and Machine Learning; Digital Transformation; Technology Adoption; Marketing Strategy; Service Delivery; Creativity; Business Model; Advertising Industry; Technology Industry

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September 2020
Teaching Note

Miami's Tech Future (C): Reaching Another Miami

By: Rosabeth Moss Kanter and Joyce J. Kim

The effects of Miami’s startup scene have not reached many “left-behind” lower-income Black communities, which are disproportionately affected by problems such as segregation and racial discrimination, lack of transportation access, crime, education quality, government... View Details

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May 2020
Case

Numenta in 2020: The Future of AI

By: David B. Yoffie, Cameron Armstrong, Mei Tao and Marta Zwierz

In 2020, Numenta’s co-founder, Jeff Hawkins, completed his pathbreaking research on artificial intelligence. His co-founder and CEO, Donna Dubinsky, had to find a business model to monetize the technology. This case explores the challenges of building a business... View Details

Keywords: Artificial Intelligence; Monetization; Information Technology; Strategy; Intellectual Property; Business Model; AI and Machine Learning; Technology Industry

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