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      Marketing InnovationsRemove Marketing Innovations →

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      • November 2019 (Revised September 2022)
      • Case

      TripAdvisor: An Itinerary for Growth

      By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
      In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
      Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
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      Rayport, Jeffrey F., Spencer Rascoff, and Susie L. Ma. "TripAdvisor: An Itinerary for Growth." Harvard Business School Case 820-039, November 2019. (Revised September 2022.)
      • November 2019 (Revised April 2020)
      • Case

      Purple Innovation, Inc.: The Online to Offline Marketing Challenge

      By: Elie Ofek and Nakisha Williams
      This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its... View Details
      Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry
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      Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
      • November 2019
      • Case

      DeepMap: Charting the Road Ahead for Autonomous Vehicles

      By: Shane Greenstein and Nicole Tempest Keller
      Founded in 2016, DeepMap developed high definition (HD) mapping software and localization services for Level 4+ autonomous vehicles. Traditional navigational maps were accurate to a few meters, which was sufficient for drivers but not for machine-driven vehicles that... View Details
      Keywords: Mapping Software; Autonomous Vehicles; Business Startups; Applications and Software; Technological Innovation; Technology Adoption; Service Delivery; Global Range; Resource Allocation; Strategic Planning; Technology Industry; Auto Industry
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      Greenstein, Shane, and Nicole Tempest Keller. "DeepMap: Charting the Road Ahead for Autonomous Vehicles." Harvard Business School Case 620-047, November 2019.
      • Article

      Economic Principles for Medicare Reform

      By: Amitabh Chandra and Craig Garthwaite
      In this article, we develop an economic framework for Medicare reform that highlights trade-offs that reform proposals should grapple with but often ignore. Central to our argument is a tension in administratively set prices, which may improve short-term efficiency but... View Details
      Keywords: Medicare; Value-based Care; Health Care Reform; Markets In Health Care; Health Care and Treatment; Value; Governing Rules, Regulations, and Reforms
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      Chandra, Amitabh, and Craig Garthwaite. "Economic Principles for Medicare Reform." Annals of the American Academy of Political and Social Science 686, no. 1 (November 2019): 63 – 92.
      • November 2019
      • Teaching Note

      Magnus Resch: Transforming the Art Market Through Transparency

      By: Henry McGee and Sarah Mehta
      Teaching Note for HBS No. 319-002. This teaching note pairs with a case on economist and entrepreneur Magnus Resch, who is on a mission to make the art market more transparent. He has built the Magnus app, which catalogues the price and transaction history of millions... View Details
      Keywords: Art Market; Transparency; Art Pricing; Business Startups; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry
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      McGee, Henry, and Sarah Mehta. "Magnus Resch: Transforming the Art Market Through Transparency." Harvard Business School Teaching Note 320-021, November 2019.
      • 2019
      • Book

      Operations in an Omnichannel World

      By: Santiago Gallino and Antonio Moreno
      The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in... View Details
      Keywords: Omnichannel; Omnichannel Retail; Retail; Operations; Management; Supply Chain Management; Business Model; Organizational Change and Adaptation
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      Gallino, Santiago, and Antonio Moreno, eds. Operations in an Omnichannel World. Vol. 8, Springer Series in Supply Chain Management. Cham, Switzerland: Springer, 2019.
      • October 2019 (Revised December 2019)
      • Supplement

      Extend Fertility: Conceiving the Market for Egg Preservation (B)

      By: Debora L. Spar and Olivia Hull
      Keywords: Strategy; Information Technology; Business Startups; Entrepreneurship; Innovation Strategy; Technological Innovation; Commercialization; Science-Based Business; Marketing Strategy; Business Plan; Product Marketing; Product Launch; Product Positioning; Mission and Purpose; Personal Development and Career; Social Issues; Integration; Health; Health Industry
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      Spar, Debora L., and Olivia Hull. "Extend Fertility: Conceiving the Market for Egg Preservation (B)." Harvard Business School Supplement 720-017, October 2019. (Revised December 2019.)
      • October 2019 (Revised October 2019)
      • Case

      Epic Games

      By: Andy Wu and Christopher Zhang
      Epic Games entered a stagnant market with its PC-games digital storefront in 2018, in the context of incumbent competitors such as Steam, its meteoric rise via Fortnite, and imminent industry shifts in gaming distribution. On the surface, Epic Games Store’s competitive... View Details
      Keywords: Industry Analysis; Video Games; Platforms; Comparative Advantage; Growth Strategy; Innovation Focused Strategy; Pricing Strategy; Strategy; Competition; Growth and Development Strategy; Innovation Strategy; Games, Gaming, and Gambling; Digital Platforms; Technology Industry
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      Wu, Andy, and Christopher Zhang. "Epic Games." Harvard Business School Case 720-380, October 2019. (Revised October 2019.)
      • October 2019
      • Case

      Agility Africa

      By: Juan Alcacer, Caroline M. Elkins and Esel Çekin
      This case illustrates the challenge and opportunities that firms face when developing and executing new business models in high-risk, low-infrastructure, low-trust countries. It features a global logistics group, Agility, that aimed to become the leader in supplying... View Details
      Keywords: Strategy; Business Model; Innovation and Invention; Expansion; Emerging Markets; Decision Choices and Conditions; Real Estate Industry; Distribution Industry; Africa
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      Alcacer, Juan, Caroline M. Elkins, and Esel Çekin. "Agility Africa." Harvard Business School Case 720-357, October 2019.
      • October 2019 (Revised October 2019)
      • Background Note

      Entrepreneurship and Innovation Trends in China K-12

      By: John J-H Kim, Haibo Zhao and Shu Lin
      This note provides a brief survey of the major entrepreneurial and innovation trends in China’s K-12 education landscape, using trends in public policy as background, but focusing on opportunities available for the private market. The note first provides a brief... View Details
      Keywords: Innovation; Innovation & Entrepreneurship; Education; Entrepreneurship; Innovation and Invention; Education Industry; China
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      Kim, John J-H, Haibo Zhao, and Shu Lin. "Entrepreneurship and Innovation Trends in China K-12." Harvard Business School Background Note 320-022, October 2019. (Revised October 2019.)
      • Article

      Organizational Innovation in the Multinational Enterprise: Internalization Theory and Business History

      By: Teresa da Silva Lopes, Mark Casson and Geoffrey Jones
      This article engages in a methodological experiment by using historical evidence to challenge a common misperception about internalization theory. The theory has often been criticized for maintaining that it assumes a hierarchically organized MNE based on knowledge... View Details
      Keywords: Internalization; Multinational Strategy; Business History; Organization And Management Theory; Globalization; Entrepreneurship; Governance; History; Organizations; Theory; Africa; Asia; Europe; Latin America; North and Central America
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      da Silva Lopes, Teresa, Mark Casson, and Geoffrey Jones. "Organizational Innovation in the Multinational Enterprise: Internalization Theory and Business History." Journal of International Business Studies 50, no. 8 (October 2019): 1338–1358.
      • September 2019 (Revised August 2020)
      • Case

      Engineering an Inclusive Bioeconomy

      By: Tarun Khanna, Raffaella Sadun and Susie L. Ma
      In 2019, entrepreneur Juan Carlos Castilla-Rubio was developing a project he hoped could generate and share wealth from the natural resources of the Amazon without destroying those resources. His idea, called Earth Bank of Codes (EBC), would create a library of the... View Details
      Keywords: Decision Making; Development Economics; Entrepreneurship; Innovation and Invention; Intellectual Property; Emerging Markets; Market Design; Marketplace Matching; Science; Genetics; Natural Environment; Environmental Sustainability; Climate Change; Social Enterprise; Strategy; Strategic Planning; Information Technology; Ownership; Social Psychology; Trust; Society; Biotechnology Industry; South America; Amazon Basin
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      Khanna, Tarun, Raffaella Sadun, and Susie L. Ma. "Engineering an Inclusive Bioeconomy." Harvard Business School Case 720-356, September 2019. (Revised August 2020.)
      • September 2019 (Revised June 2020)
      • Case

      2U: Higher Education Rewired

      By: Yael Grushka-Cockayne and Karim R. Lakhani
      In its 2019 Partner Symposium, 2U, an online program management provider (OPM), showcased its new vision: “Career. Curriculum. Continuum. A construct for lifelong learning in the 21st century.” 2U, founded in 2008 and went public in 2014, was looking to expand beyond... View Details
      Keywords: Digital Innovation; Architectural Innovation; Make V. Buy; Learning; Higher Education; Internet and the Web; Innovation Strategy; Transformation; Digital Transformation
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      Grushka-Cockayne, Yael, and Karim R. Lakhani. "2U: Higher Education Rewired." Harvard Business School Case 620-044, September 2019. (Revised June 2020.)
      • September 2019 (Revised November 2019)
      • Case

      Pinduoduo

      By: Feng Zhu, Krishna G. Palepu, Bonnie Yining Cao and Dawn H. Lau
      Founded in 2015 by serial entrepreneur, Colin Huang, Pinduoduo Inc. (PDD) had become China’s fastest-growing e-commerce platform in history. PDD pioneered a new approach to online shopping that allowed shoppers to share products, invite friends to form shopping teams,... View Details
      Keywords: Digital Platforms; Business Model; Innovation and Invention; Competitive Advantage; Expansion; Strategy; E-commerce
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      Zhu, Feng, Krishna G. Palepu, Bonnie Yining Cao, and Dawn H. Lau. "Pinduoduo." Harvard Business School Case 620-040, September 2019. (Revised November 2019.)
      • 2019
      • Working Paper

      Soul and Machine (Learning)

      By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
      Machine learning is bringing us self-driving cars, improved medical diagnostics, and machine translation, but can it improve marketing decisions? It can. Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to rich media... View Details
      Keywords: Machine Learning; Technological Innovation; Marketing; AI and Machine Learning
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      Proserpio, Davide, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu, and Hema Yoganarasimhan. "Soul and Machine (Learning)." Harvard Business School Working Paper, No. 20-036, September 2019.
      • September 2019
      • Case

      Shell: A Company of Opportunity?

      By: Joseph B. Fuller and Emer Moloney
      The Opportunity Hub was a cloud-based platform that enabled managers to market projects they were working on and associated resourcing needs as “Opportunity Owners” and employees, or “Opportunity Seekers,” to browse these statements of need and engage when they had... View Details
      Keywords: Business Divisions; Change Management; Competency and Skills; Experience and Expertise; Talent and Talent Management; Energy; Energy Sources; Non-Renewable Energy; Renewable Energy; Human Resources; Employees; Retention; Collaborative Innovation and Invention; Innovation and Management; Innovation Strategy; Technological Innovation; Jobs and Positions; Job Design and Levels; Knowledge Sharing; Knowledge; Knowledge Use and Leverage; Labor; Human Capital; Labor Unions; Leading Change; Resource Allocation; Organizational Change and Adaptation; Performance Evaluation; Performance Productivity; Strategic Planning; Projects; Motivation and Incentives; Business Strategy; Social and Collaborative Networks; Technology Platform; Chemical Industry; Energy Industry; Information Technology Industry; Technology Industry; United Kingdom; Netherlands
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      Fuller, Joseph B., and Emer Moloney. "Shell: A Company of Opportunity?" Harvard Business School Case 320-025, September 2019.
      • September 2019
      • Article

      Technology Reemergence: Creating New Value for Old Technologies in Swiss Mechanical Watchmaking, 1970-2008

      By: Ryan Raffaelli
      In 1983, 14 years after the introduction of the battery-powered quartz watch, mechanical watches and the Swiss watchmakers who built them were predicted to be obsolete (Landes, 1983). Unexpectedly, however, by 2008 the Swiss mechanical watchmaking industry had... View Details
      Keywords: Technology Reemergence; Technology Cycles; Cognition And Market Redefinition; Legacy Technology Trajectories; Information Technology; Demand and Consumers; Organizational Change and Adaptation; Identity; Change; Consumer Products Industry; Switzerland
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      Raffaelli, Ryan. "Technology Reemergence: Creating New Value for Old Technologies in Swiss Mechanical Watchmaking, 1970-2008." Administrative Science Quarterly 64, no. 3 (September 2019): 576–618.
      • 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
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      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.
      • August 2019 (Revised March 2022)
      • Case

      Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

      By: Elie Ofek and Danielle Golan
      Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details
      Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry
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      Ofek, Elie, and Danielle Golan. "Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart." Harvard Business School Case 520-020, August 2019. (Revised March 2022.)
      • August 2019
      • Case

      Twiggle: E-commerce with Semantic Search

      By: Shane Greenstein and Danielle Golan
      Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and... View Details
      Keywords: Search Technology; Customer Acquisition; Internet and the Web; Technological Innovation; Commercialization; Growth and Development Strategy; E-commerce; Technology Industry; Israel
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      Greenstein, Shane, and Danielle Golan. "Twiggle: E-commerce with Semantic Search." Harvard Business School Case 620-025, August 2019.
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