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December 2014 (Revised August 2024)
Case

HomeAway: Organizing the Vacation Rental Industry

By: Rory McDonald, Feng Zhu and Cheng Gao

In less than 10 years, cofounders Brian Sharples and Carl Shepherd had transformed HomeAway from just another Internet startup into the world's leading vacation-rental marketplace—a global online platform that links customers seeking vacation-home rentals to the... View Details

Keywords: Strategy; Innovation; Technology; Acquisitions; Operations Management; Digital Platforms; Acquisition; Entrepreneurship; Business Model; Disruptive Innovation; Disruption; Accommodations Industry

September 2014 (Revised June 2016)
Case

edX: Strategies for Higher Education

By: David Collis, Matthew Shaffer and Ashley Hartman

In May 2012, Harvard University and the Massachusetts Institute of Technology (MIT) founded edX, a new non-profit joint venture that would provide a platform for massive open online courses (MOOCs). edX did not produce original courses or instructional content—it made... View Details

Keywords: MOOCS; edX; Online Platforms; Online Education; Harvard University; MIT; Execution; Monetization; Brand Management; Higher Education; Information Technology; Strategy; Disruptive Innovation; Digital Platforms; Education Industry

September 2014 (Revised June 2017)
Case

Google Inc. in 2014

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details

Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Information Technology Industry; Information Technology Industry

September 2014
Case

Google Inc. in 2014 (Abridged)

By: Benjamin Edelman and Thomas R. Eisenmann

Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. View Details

Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Information Technology Industry; Information Technology Industry

September 2014 (Revised March 2015)
Case

Managing Multi-Media Audiences at WHDH (Boston)

By: Thales Teixeira and V. Kasturi Rangan

WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use... View Details

Keywords: Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Internet and the Web; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Digital Marketing; Television Entertainment; Media and Broadcasting Industry; Boston

August 2014
Case

Netflix in 2011

By: Willy Shih and Stephen Kaufman

Reed Hastings founded Netflix to provide a home movie service that would do a better job satisfying customers than the traditional retail rental model. But as it encountered challenges it underwent several major strategy shifts, ultimately developing a business model... View Details

July 2014
Article

Diasporas and Outsourcing: Evidence from oDesk and India

By: Ejaz Ghani, William R. Kerr and Christopher Stanton

This study examines the role of the Indian diaspora in the outsourcing of work to India. Our data are taken from oDesk, the world's largest online platform for outsourced contracts, where India is the largest country in terms of contract volume. We use an ethnic name... View Details

Keywords: Diaspora; Outsourcing; oDesk; Networks; Job Cuts and Outsourcing; Diasporas; Internet and the Web; Ethnicity; Service Industry; South Asia; India

June 2014
Teaching Note

Google Glass

By: Thomas Eisenmann

In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing... View Details

Keywords: Partners and Partnerships; Corporate Entrepreneurship; Distribution Channels; Technology Adoption; Product Marketing; Computer Industry; Apparel and Accessories Industry; United States

April 2014 (Revised June 2014)
Case

Google Glass

By: Thomas Eisenmann, Lauren Barley and Liz Kind

In early 2014, business development executives at Google were formulating a distribution strategy for Glass, a wearable computer that projected information on a display viewable with an upward glance. Options, which were not mutually exclusive, included 1) continuing... View Details

Keywords: Entrepreneurship; Technological Innovation; Distribution Channels; Strategy; Partners and Partnerships; Technology Adoption

March 2014 (Revised January 2015)
Case

Prodigy Network: Democratizing Real Estate Design and Financing

By: Karim R. Lakhani, Katja Hutter and Greta Friar

This case follows Rodrigo Nino, founder and CEO of commercial real estate development company Prodigy Network, as he develops an equity-based crowdfunding model for small investors to access commercial real estate in Colombia, then tries out the model in the U.S. U.S.... View Details

January 2014 (Revised January 2017)
Case

Nivea (A)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar

The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details

Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Beauty and Cosmetics Industry; Consumer Products Industry

January 2014 (Revised May 2015)
Case

Open English

By: Jeffrey J. Bussgang and Lisa Mazzanti

Open English, a Miami-based startup offering online English language learning services, had more than 30,000 active students across Latin America in 2012. The company had just closed a $43 million financing round in order to rapidly scale its service to the next level.... View Details

Keywords: Technology Strategy; Product Management; Startup; Online Learning; Digital Platforms; Entrepreneurship; Business Startups; Technology Industry; Miami; Venezuela

January 2014 (Revised December 2014)
Case

GenapSys: Business Models for the Genome

By: Richard G. Hamermesh, Joseph B. Fuller and Matthew Preble

GenapSys, a California-based startup, was soon to release a new DNA sequencer that the company's founder, Hesaam Esfandyarpour, believed was truly revolutionary. The sequencer would be substantially less expensive—potentially costing just a few thousand dollars—and... View Details

Keywords: DNA Sequencing; Life Sciences; Business Model; Innovation ＆ Entrepreneurship; Health Care and Treatment; Genetics; Business Strategy; Technology Industry; Technology Industry; Technology Industry; Technology Industry; Technology Industry; United States

2014
Article

Drivers and Dynamics of Online Word of Mouth

By: Frank Nagle and Christoph Riedl

Keywords: Online Word Of Mouth; Online Communities; Online Product Reviews; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Digital Marketing

November 2013
Teaching Note

Barnes & Noble: Managing the E-Book Revolution

By: Alan MacCormack, Brian Kimball Dunn and Chris F. Kemerer

In 2012, Barnes & Noble found itself in a difficult position. While the company had weathered the advent of online retailing relatively well, the arrival of electronic books (e-books) threatened the company's viability. Primary competitor Borders had already fallen by... View Details

Keywords: Technological Innovation; Internet and the Web; Adaptation; Books; Retail Industry

October 2013 (Revised July 2024)
Teaching Note

Amazon in 2024

By: Sunil Gupta

Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details

Keywords: Internet and the Web; Marketing Strategy; Competitive Advantage; Business Model; Competitive Strategy; Growth and Development Strategy; Retail Industry

September 2013
Case

Advanced Leadership Pathways: David Weinstein and Write the World

By: Rosabeth Moss Kanter, Juliane Calingo Schwetz and Patricia Bissett Higgins

David Weinstein, a lawyer and former Chief Administrative Officer of mutual fund giant Fidelity Investments, launched Write the World, a proprietary online platform that included a writing curriculum, essay prompts in distinct subject matter, and access to expert... View Details

Keywords: Digital Platforms; Internet and the Web; Expansion; Social Entrepreneurship; Education; Business Startups; Philanthropy and Charitable Giving

2013
Case

Advanced Leadership Pathways: David Weinstein and Write the World

By: Rosabeth M. Kanter, Juliane Calingo Schwetz and Patricia Bissett Higgins

David Weinstein, a lawyer and former Chief Administrative Officer of mutual fund giant Fidelity Investments, launched Write the World, a proprietary online platform that included a writing curriculum, essay prompts in distinct subject matter, and access to expert... View Details

Keywords: Writing; Online Platform; Social Entrepreneurship; Education; Internet and the Web; Competency and Skills; Change Management; Leadership

August 2013 (Revised July 2024)
Case

Amazon in 2024

By: Sunil Gupta and Margaret L. Rodriguez

Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details

Keywords: Platforms; Complements; Showrooming; Ecosystem; Growth Strategy; Competitive Advantage; Network Effects; Internet and the Web; Business Model; Competitive Strategy; Growth and Development Strategy; Digital Platforms; Retail Industry; Publishing Industry

August 2013 (Revised September 2015)
Case

Coursera

By: Ramon Casadesus-Masanell and Hyunjin Kim

By providing free and open-access online courses at a large scale, Massive Open Online Course (MOOC) platforms seek to innovate the business models of the traditional higher education industry. In a little over a year, Coursera had grown at a rapid rate to emerge as a... View Details

Keywords: Business Models; Strategy; Competition; Business Model; Internet and the Web; Higher Education; Competitive Advantage; Education Industry

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