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(4,020)
- Faculty Publications (1,221)
- March 2021 (Revised August 2024)
- Case
Hotwire.com: Navigating Through Turbulence
By: Jeffrey F. Rayport, Manny de Zarraga and Eric Levine
On September 10, 2001, after speaking at an industry conference at New York’s World Trade Center, Hotwire co-founder Spencer Rascoff boarded a flight from Newark to San Francisco. After returning home, Rascoff awoke the next morning to a phone call informing him that... View Details
Keywords: September 11; Corporate Entrepreneurship; Business Growth and Maturation; Disruption; Decisions; Job Cuts and Outsourcing; Growth Management; Digital Platforms; Problems and Challenges; Risk and Uncertainty; Expansion; Internet and the Web; Leading Change; Leadership Style; Air Transportation Industry; Tourism Industry; San Francisco
Rayport, Jeffrey F., Manny de Zarraga, and Eric Levine. "Hotwire.com: Navigating Through Turbulence." Harvard Business School Case 821-084, March 2021. (Revised August 2024.)
- March 2021 (Revised February 2025)
- Teaching Note
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno and Anibha Singh
Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online... View Details
Keywords: Omnichannel Retail; Digital Marketing; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Technology Industry; United States; Australia
- March 2021 (Revised August 2022)
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details
Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States
Rayport, Jeffrey F., Susie Ma, and Amram Migdal. "Seeding and Selling Asana." Harvard Business School Case 821-054, March 2021. (Revised August 2022.)
- March 2021
- Case
VideaHealth: Building the AI Factory
By: Karim R. Lakhani and Amy Klopfenstein
Florian Hillen, co-founder and CEO of VideaHealth, a startup that used artificial intelligence (AI) to detect dental conditions on x-rays, spent the early years of his company laying the groundwork for an AI factory. A process for quickly building and iterating on new... View Details
Keywords: Artificial Intelligence; Innovation and Invention; Disruptive Innovation; Technological Innovation; Information Technology; Applications and Software; Technology Adoption; Digital Platforms; Entrepreneurship; AI and Machine Learning; Technology Industry; Medical Devices and Supplies Industry; North and Central America; United States; Massachusetts; Cambridge
Lakhani, Karim R., and Amy Klopfenstein. "VideaHealth: Building the AI Factory." Harvard Business School Case 621-021, March 2021.
- March 2021 (Revised September 2021)
- Case
Applied: Using Behavioral Science to Debias Hiring
By: Ashley Whillans and Jeff Polzer
The UK government’s Behavioural Insights Team (BIT) needed to hire a new associate and were trying to increase the diversity of their job candidates. This decision was based on academic research showing that recruiters and managers often fell into common traps like... View Details
Keywords: Hiring; Bias; Behavioral Science; Selection and Staffing; Diversity; Prejudice and Bias; Information Technology; Recruitment
Whillans, Ashley, and Jeff Polzer. "Applied: Using Behavioral Science to Debias Hiring." Harvard Business School Case 921-046, March 2021. (Revised September 2021.) (https://www.beapplied.com/.)
- March 2021
- Article
Last Place Aversion in Queues
By: Ryan W. Buell
This paper documents the effects of last place aversion in queues and its implications for customer experiences and behaviors as well as for operating performance. An observational analysis of customers queuing at a grocery store, and four online studies in which... View Details
Keywords: Behavioral Operations; Queues; Reference Effects; Last Place Aversion; Transparency; Customers; Behavior; Satisfaction; Service Operations
Buell, Ryan W. "Last Place Aversion in Queues." Management Science 67, no. 3 (March 2021): 1430–1452.
- March 2021
- Article
The Customer May Not Always Be Right: Customer Compatibility and Service Performance
This paper investigates the impact of customer compatibility – the degree of fit between the needs of customers and the capabilities of the operations serving them – on customer experiences and firm performance. We use a variance decomposition analysis to quantify the... View Details
Keywords: Customer Compatibility; Satisfaction; Profitability; Service Operations; Customer Relationship Management; Customer Satisfaction; Performance
Buell, Ryan W., Dennis Campbell, and Frances X. Frei. "The Customer May Not Always Be Right: Customer Compatibility and Service Performance." Management Science 67, no. 3 (March 2021): 1468–1488.
- February 2021
- Background Note
Jobs to Be Done: A Toolbox
By: Derek C. M. van Bever, Bob Moesta, Iuliana Mogosanu, Shaye Roseman and Katie Zandbergen
The Jobs to Be Done methodology is both a theory and a practical approach for understanding customer behavior and why people make the choices they make. Many practitioners, whether they work for startups or incumbent businesses, find Jobs to Be Done useful because it... View Details
Keywords: Customer Value and Value Chain; Decision Choices and Conditions; Knowledge Acquisition; Attitudes; Perception; Theory; Behavior; Customer Relationship Management
van Bever, Derek C. M., Bob Moesta, Iuliana Mogosanu, Shaye Roseman, and Katie Zandbergen. "Jobs to Be Done: A Toolbox." Harvard Business School Background Note 321-095, February 2021.
- February 2021
- Case
Apple: Privacy vs. Safety (A)
By: Henry McGee, Nien-hê Hsieh, Sarah McAra and Christian Godwin
In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance... View Details
Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; National Security; Law; Law Enforcement; Leadership; Markets; Safety; Social Issues; Corporate Social Responsibility and Impact; Civil Society or Community; Mobile and Wireless Technology; Technology Industry; Consumer Products Industry; Telecommunications Industry; Electronics Industry; United States; China; Hong Kong
McGee, Henry, Nien-hê Hsieh, Sarah McAra, and Christian Godwin. "Apple: Privacy vs. Safety (A)." Harvard Business School Case 321-004, February 2021.
- February 2021
- Case
Drizly: Managing Supply and Demand through Disruption
By: Kris Ferreira
It was April 6th, 2020, and the management team at Drizly—an online alcohol marketplace where consumers could browse and purchase alcohol from local liquor retail stores via Drizly’s app for immediate home delivery—were thrilled to see record-breaking sales from the... View Details
Keywords: COVID-19 Pandemic; Demand and Consumers; Growth and Development; Customer Focus and Relationships; Customer Value and Value Chain; Customer Satisfaction; Goals and Objectives; Supply Chain Management
Ferreira, Kris. "Drizly: Managing Supply and Demand through Disruption." Harvard Business School Case 621-097, February 2021.
- February 2021 (Revised March 2022)
- Case
Marvin: A Personalized Telehealth Approach to Mental Health
By: Regina E. Herzlinger, Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop and Julia Kelley
More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult... View Details
Keywords: Mental Health; Applications; Startup Management; Telehealth; Health Care Entrepreneurship; Health & Wellness; Health Care; Health Care and Treatment; Customization and Personalization; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Applications and Software
Herzlinger, Regina E., Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop, and Julia Kelley. "Marvin: A Personalized Telehealth Approach to Mental Health." Harvard Business School Case 321-127, February 2021. (Revised March 2022.)
- February 2021
- Case
Enterprise Agility at Komerční Banka
By: Euvin Naidoo, Suraj Srinivasan and Sarah Gulick
In 2017, Jan Juchelka, the new CEO of Komerční Banka, identified the need for the bank to start an enterprise wide agile transformation. He started by working to create a sense of urgency to kick-start a process to enable the level of service delivery to customers he... View Details
Keywords: Agile; Agility; Transformation; Organizational Structure; Business Headquarters; Management Analysis, Tools, and Techniques; Management Systems; Banking Industry; Czech Republic
Naidoo, Euvin, Suraj Srinivasan, and Sarah Gulick. "Enterprise Agility at Komerční Banka." Harvard Business School Case 121-020, February 2021.
- 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.)
- Article
Reimagining the Balanced Scorecard for the ESG Era
By: Robert S. Kaplan and David McMillan
Companies are increasingly aware that their customers and society in general expect businesses to adopt and work towards social and environmental objectives as well as the traditional financial ones. This involves not only re-evaluating firms’ models but re-imagining... View Details
Keywords: ESG (Environmental, Social, Governance) Performance; Business Ecosystems; Balanced Scorecard; Adaptation; Business Model; Business and Stakeholder Relations
Kaplan, Robert S., and David McMillan. "Reimagining the Balanced Scorecard for the ESG Era." Harvard Business Review Digital Articles (February 3, 2021).
- February 2021
- Article
How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice
By: Ryan W. Buell and Basak Kalkanci
Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts... View Details
Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility and Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
- January 2021
- Supplement
Bespoken Spirits: Disrupting Distilling
By: Benjamin C. Esty and Daniel Fisher
On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ... View Details
Keywords: Business Ventures; Business Strategy; Competitive Advantage; Disruption; Entrepreneurship; Environmental Sustainability; Cash Flow; Disruptive Innovation; Innovation Strategy; Brands and Branding; Business Model; Consumer Products Industry; Food and Beverage Industry; Service Industry; United States; California
- January 2021
- Case
Bespoken Spirits: Disrupting Distilling
By: Benjamin C. Esty and Daniel Fisher
On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ... View Details
Keywords: Business Ventures; Business Strategy; Competitive Advantage; Disruption; Entrepreneurship; Environmental Sustainability; Cash Flow; Disruptive Innovation; Innovation Strategy; Brands and Branding; Business Model; Consumer Products Industry; Food and Beverage Industry; Service Industry; United States; California
Esty, Benjamin C., and Daniel Fisher. "Bespoken Spirits: Disrupting Distilling." Harvard Business School Case 721-419, January 2021.
- January 2021 (Revised July 2022)
- Case
Snapp: Scaling Under Sanctions in Iran (A)
By: Meg Rithmire and Gamze Yucaoglu
The case opens in November 2019 as Eyad Alkassar and Mahmoud Fouz, co-founders of Iran’s first and leading ride-hailing platform, Snapp, find out about Apple’s and Google’s decisions to remove all Iranian apps from their respective application stores.
The case... View Details
The case... View Details
Keywords: Sanctions; Change Management; Disruption; Volatility; Decision Choices and Conditions; Cross-Cultural and Cross-Border Issues; Government and Politics; International Relations; National Security; Risk Management; Crisis Management; Transportation Industry; Iran; Middle East
Rithmire, Meg, and Gamze Yucaoglu. "Snapp: Scaling Under Sanctions in Iran (A)." Harvard Business School Case 721-020, January 2021. (Revised July 2022.)
- January 2021
- Case
Anodot: Autonomous Business Monitoring
By: Antonio Moreno and Danielle Golan
Autonomous business monitoring platform Anodot leveraged machine learning to provide real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product... View Details
Keywords: Digital Platforms; Internet and the Web; Knowledge Sharing; Information Management; Sales; Value Creation; Product Positioning; Israel
Moreno, Antonio, and Danielle Golan. "Anodot: Autonomous Business Monitoring." Harvard Business School Case 621-084, January 2021.
- January 2021 (Revised October 2021)
- Case
eToro: Building the World's Largest Social Trading Network
By: Elie Ofek and Danielle Golan
Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make... View Details
Keywords: Social Trading Platform; Investment; Social and Collaborative Networks; Marketing Strategy; Expansion; Digital Platforms
Ofek, Elie, and Danielle Golan. "eToro: Building the World's Largest Social Trading Network." Harvard Business School Case 521-057, January 2021. (Revised October 2021.)