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Article

Design of Search Engine Services: Channel Interdependence in Search Engine Results

By: Benjamin Edelman and Zhenyu Lai

The authors examine prominent placement of search engines' own services and effects on users' choices. Evaluating a natural experiment in which different results were shown to users who performed similar searches, they find that Google's prominent placement of its... View Details

Keywords: Search Engine; Organic Search; Sponsored Search Advertising; User Interface; Channel Substitution; Search Technology; Consumer Behavior; Online Advertising

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February 2008 (Revised March 2008)
Teaching Note

LinkedIn (TN) (A) and (B)

By: Mikolaj Jan Piskorski

In the summer of 2005, LinkedIn, a two-year-old start-up, was choosing between two options to monetize its 5 million business people network. Members could contact each other through trusted intermediaries on the network to offer or seek jobs, consulting engagements,... View Details

Keywords: Business Startups; Social and Collaborative Networks; Internet and the Web; Financing and Loans; Revenue; Design; Service Operations

November 2000 (Revised July 2001)
Case

Intuit QuickBooks

By: Rajiv Lal and Punima P Kochikar

Internet QuickBooks, a successful product with a strong brand and an 85% share of retail sales, was faced with the challenge of meeting market growth expectations in a mature, slowing market segment. Generating recurring revenues by providing value-added online... View Details

Keywords: Budgets and Budgeting; Decisions; Growth and Development; Brands and Branding; Market Participation; Problems and Challenges; Internet and the Web; Value; Web Services Industry

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

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23 Sep 2008
First Look

First Look: September 23, 2008

Working PapersSecuring Online Advertising: Rustlers and Sheriffs in the New Wild West Author:Benjamin G. Edelman Abstract Read the news of recent computer security guffaws, and it's striking how many problems stem from View Details

Keywords: Martha Lagace

October 2001 (Revised April 2002)
Case

America Online, Inc.: Disclosure Strategy

By: Amy P. Hutton and David Lane

Since going public, AOL had disclosed on a quarterly basis supplemental metrics meant to give analysts and investors a way of tracking growth in its subscriber base and the value created through its marketing efforts. These metrics gave management's conversations with... View Details

Keywords: Business Model; Internet and the Web; Change Management; Internet and the Web; Corporate Disclosure; Media; Digital Marketing; Information Technology Industry; Media and Broadcasting Industry

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Research Summary

Research

Professor Karmarkar's research in consumer behavior develops theory-driven frameworks “from the brain up”. In particular, using a combination of consumer psychology, behavioral economics, and insights from neuroscience, she investigates the factors that consciously... View Details

September 2011 (Revised March 2014)
Case

Brightcove, Inc. in 2007

By: Andrei Hagiu and David B. Yoffie

Brightcove, a technology and services provider to content owners in the Internet television field, aimed to become a media distribution company in its own right. On October 30, 2006, it relaunched its Website—and, in effect, its business. With its new, consumer-facing... View Details

Keywords: Competition; Entrepreneurship; Investment; Diversification; Digital Platforms; Business Strategy; Internet and the Web; Business Model; Distribution; Media and Broadcasting Industry; Motion Pictures and Video Industry

August 2003 (Revised September 2003)
Case

Tower Software

Tower Software (TS) is a publicly traded corporation engaged in multiple facets of the computer software business. Its flagship product, TS SERVE, is a successful proprietary network operating system. TS also develops and sells applications software for word... View Details

Keywords: Applications and Software; Product Launch; Web Services Industry; Web Services Industry

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2016
Working Paper

Reviews, Reputation, and Revenue: The Case of Yelp.com

By: Michael Luca

Do online consumer reviews affect restaurant demand? I investigate this question using a novel dataset combining reviews from the website Yelp.com and restaurant data from the Washington State Department of Revenue. Because Yelp prominently displays a restaurant's... View Details

Keywords: Revenue; Network Effects; Reputation; Social and Collaborative Networks; Service Industry; Service Industry; Washington (state, US)

March 2018 (Revised September 2019)
Case

Chewy.com (A)

By: Jeffrey F. Rayport and Matthew G. Preble

In late 2013, Ryan Cohen, cofounder and CEO of online pet products retailer Chewy.com, faces a “bet the company decision”—whether to stay with a third-party logistics provider (3PL) for all of its e-commerce fulfillment or to take the function in house. Cohen worries... View Details

Keywords: Pet Food; Pet Products; Retail; Growth and Development Strategy; Service Operations; Decision Choices and Conditions; E-commerce; Service Industry; Service Industry; Florida; United States

March 2018
Case

Lufax: FinTech and the Transformation of Wealth Management in China

By: Christopher J. Malloy, Lauren H. Cohen and Anthony K. Woo

This case examines the rise and competitive positioning of Lufax, an online marketplace headquartered in Shanghai, China, and a pioneer in the origination and trading of financial assets. The company had grown at a remarkable rate, and was awarded “Trading Platform of... View Details

Keywords: Asset Management; Internet and the Web; Competitive Strategy; Situation or Environment; Product Positioning; Financial Services Industry; China

January 2013 (Revised June 2018)
Case

Amazon, Apple, Facebook, and Google 2018

By: John Deighton and Leora Kornfeld

Four businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they... View Details

Keywords: Internet and the Web; Competitive Advantage; Infrastructure; Mobile and Wireless Technology; Growth and Development; Service Industry; Service Industry; United States

July – August 2008
Article

Should You Invest in the Long Tail?

By: Anita Elberse

The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details

Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry

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March 2025
Case

Intuit: Lobbying to Save TurboTax

By: Joseph L. Badaracco and Tom Quinn

Intuit’s TurboTax software held a dominant market position in the online tax preparation market. Many politicians over the years had proposed changes that would have harmed Intuit’s business—notably, allowing the Internal Revenue Service to develop a government-owned... View Details

Keywords: Lobbying; Fairness; Moral Sensibility; Government Legislation; Taxation; Business and Government Relations; Business and Stakeholder Relations; Reputation; Civil Society or Community; Public Opinion; Governing Rules, Regulations, and Reforms; Rank and Position; Power and Influence; Technology Industry; United States; Europe

January 2016 (Revised January 2017)
Case

Rumie: Bringing Digital Education to the Underserved

By: John J-H Kim and Amram Migdal

In fall of 2015, the Toronto, Canada–based education technology nonprofit Rumie had distributed thousands of computer tablets preloaded with collections of thousands of pieces of curated educational content to nongovernmental organizations (NGOs) in some of the most... View Details

Keywords: Edtech; Education Technology; Social Enterprise; Nonprofit; Education Startup; Technological Innovation; Nonprofit Organizations; Social Entrepreneurship; Education; Business Startups; Education Industry; Canada; Africa

January 2020 (Revised January 2025)
Case

Freelancer, Ltd.

By: Christopher Stanton, Karim R. Lakhani, Jennifer L. Hoffman, Jin Hyun Paik and Nina Cohodes

Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500... View Details

Keywords: Freelancers; Platforms; Digital Labor; Labor; Human Resources; Management; Internet and the Web; Growth and Development Strategy; Digital Platforms; Information Industry; Australia; United States; Philippines

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

January 2021 (Revised May 2023)
Case

Pearson: Efficacy 2.0

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and James Weber

Pearson, which billed itself as the "world's learning company," faced a host of critical decisions in mid-2020. Several years prior, it had embarked on a new path that put the learner at the heart of the business and committed to a new strategic orientation. The new... View Details

Keywords: Efficacy; Learning; Outcome or Result; Measurement and Metrics; Brands and Branding; Marketing Communications; Strategic Planning; Education Industry

February 2017
Teaching Note

The Tate's Digital Transformation

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details

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