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      • May 2019
      • Teaching Note

      Upwork: Creating the Human Cloud/Upwork in 2019

      By: David B. Yoffie
      This teaching note serves as a guide to teaching: Upwork: Creating the Human Cloud and Upwork in 2019. View Details
      Keywords: Strategy; Platform; Technology; Digital Platforms
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      Yoffie, David B. "Upwork: Creating the Human Cloud/Upwork in 2019." Harvard Business School Teaching Note 719-463, May 2019.
      • 2019
      • Book

      The Business of Platforms: Strategy in the Age of Digital Competition, Innovation, and Power

      By: Michael A. Cusumano, Annabelle Gawer and David B. Yoffie
      The Business of Platforms explores the strategic, economic, and technology management challenges of digital platform businesses. We have five major themes in the book: 1) The world’s most valuable companies are all platforms, in part because platforms have... View Details
      Keywords: Strategy; Technology; Platform; Internet and the Web; Management; Competitive Strategy; Digital Platforms
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      Cusumano, Michael A., Annabelle Gawer, and David B. Yoffie. The Business of Platforms: Strategy in the Age of Digital Competition, Innovation, and Power. Harper Business, 2019.
      • April 2019
      • Supplement

      Upwork in 2019

      By: David Yoffie and Allison M. Ciechanover
      Stephane Kasriel, the CEO of Upwork, the leading platform for freelance labor, updates his progress on how to redesign its business model in 2019. View Details
      Keywords: Strategy; Platform; Platform Businesses; Technology; Business Model; Digital Platforms; Growth and Development Strategy; Internet and the Web; Labor
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      Yoffie, David, and Allison M. Ciechanover. "Upwork in 2019." Harvard Business School Supplement 719-509, April 2019.
      • April 2019
      • Case

      Afterpay U.S.: The Omnichannel Dilemma

      By: Antonio Moreno, Donald Ngwe and George Gonzalez
      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 purchases through four interest-free... View Details
      Keywords: Omnichannel Retail; Multi-sided Platforms; Value Creation; Business Model Innovation; Fintech; Digital Marketing; Disruptive Innovation; 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 Channels; Brands and Branding; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Technology Industry; Technology Industry; Technology Industry; United States; Australia
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      Moreno, Antonio, Donald Ngwe, and George Gonzalez. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Case 519-086, April 2019.
      • April 2019 (Revised March 2020)
      • Case

      Handy: The Future of Work? (A)

      By: Nien-hê Hsieh and Kieron Stopforth
      Witnessing numerous lawsuits alleging that online platform companies misclassified workers as contractors when they were actually employees, Handy’s founders faced a series of decisions. Handy was an online platform business that enabled customers to book appointments... View Details
      Keywords: Employment; Working Conditions; Entrepreneurship; Compensation and Benefits; Internet and the Web; Ethics; Fairness; Service Industry; United States
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      Hsieh, Nien-hê, and Kieron Stopforth. "Handy: The Future of Work? (A)." Harvard Business School Case 319-103, April 2019. (Revised March 2020.)
      • April 2019 (Revised August 2020)
      • Case

      Raksul

      By: Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno
      Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace... View Details
      Keywords: Marketplace Design; B2B; Platform Strategy; Printing; Entrepreneurship; Digital Platforms; Logistics; Advertising; Growth and Development Strategy; Industry Structures; E-commerce; Web Services Industry; Japan
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      Kominers, Scott Duke, Masahiro Kotosaka, Nobuo Sato, and Akiko Kanno. "Raksul." Harvard Business School Case 819-115, April 2019. (Revised August 2020.)
      • March 2019
      • Case

      HOPI: Turkey's Shopping Companion

      By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
      The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details
      Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Technology Industry; Turkey
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      Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
      • March 2019
      • Teaching Note

      Numenta: Inventing and (or) Commercializing AI

      By: David B. Yoffie
      This teaching notes accompanies the Numenta case, HBS No. 716-469. The focus is how to scale a new artificial intelligence technology, how to build a platform and overcome chicken-or-the-egg problems, and how to utilize open source software and licensing. View Details
      Keywords: Artificial Intelligence; Strategy; Information Technology; Technological Innovation; Commercialization; AI and Machine Learning
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      Yoffie, David B. "Numenta: Inventing and (or) Commercializing AI." Harvard Business School Teaching Note 719-462, March 2019.
      • March 2019
      • Case

      Wattpad

      By: John Deighton and Leora Kornfeld
      How to run a platform to match four million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and filmmakers and book publishers. The case describes the challenges of matching readers to stories and of helping writers... View Details
      Keywords: Platform Businesses; Creative Industries; Publishing; Data Science; Machine Learning; Collaborative Filtering; Women And Leadership; Managing Data Scientists; Big Data; Recommender Systems; Digital Platforms; Information Technology; Intellectual Property; Analytics and Data Science; Publishing Industry; Entertainment and Recreation Industry; Canada; United States; Philippines; Viet Nam; Turkey; Indonesia; Brazil
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      Deighton, John, and Leora Kornfeld. "Wattpad." Harvard Business School Case 919-413, March 2019.
      • February 2019
      • Case

      Halliday's OASIS

      By: Scott Duke Kominers and Nicole Tempest Keller
      Wade Watts has won control of the OASIS – a futuristic, immersive virtual reality game world. He must decide on rules, rights, and marketplace design, balancing the founding principles of the OASIS with the platform’s potentially negative externalities. View Details
      Keywords: Managing Markets; Corporate Responsibility; Virtual Reality; Digital Platforms; Management; Corporate Social Responsibility and Impact; Social Media; United States
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      Kominers, Scott Duke, and Nicole Tempest Keller. "Halliday's OASIS." Harvard Business School Case 819-106, February 2019.
      • February 2019 (Revised August 2019)
      • Case

      Maccabitech: The Promise of Israel's Healthcare Data

      By: Scott Duke Kominers and Carin-Isabel Knoop
      Dr. Varda Shalev bridges technology and medicine through Maccabitech, a "research and innovation wing" of Israel's Maccabi Healthcare Services (MHS) that partners with research institutions, pharmaceutical companies, and startups. Shalev hopes to scale Maccabitech's... View Details
      Keywords: Big Data; Healthcare; Analytics and Data Science; Digital Platforms; Health Care and Treatment; Innovation and Invention; Research; Entrepreneurship; Risk Management; Israel
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      Kominers, Scott Duke, and Carin-Isabel Knoop. "Maccabitech: The Promise of Israel's Healthcare Data." Harvard Business School Case 819-032, February 2019. (Revised August 2019.)
      • 2019
      • Working Paper

      Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 13 Platform Systems vs. Step Processes—The Value of Options and the Power of Modularity

      By: Carliss Y. Baldwin
      This is the first chapter in Part 3. Its purpose is to contrast the value structure of platform systems with step processes from a technological perspective. I first review the basic technical architecture of computers and argue that every computer is inherently a... View Details
      Keywords: Platform Systems; Step Processes; Computer Architecture; Modularity; Information Technology; Digital Platforms
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      Baldwin, Carliss Y. "Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 13 Platform Systems vs. Step Processes—The Value of Options and the Power of Modularity." Harvard Business School Working Paper, No. 19-073, January 2019.
      • 2019
      • Working Paper

      Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 15 The IBM PC

      By: Carliss Y. Baldwin
      The IBM PC was the first digital computer platform that was open by as a matter of strategy, not necessity. The purpose of this chapter is to understand the IBM PC as a technical system and set of organization choices in light of the theory of how technology shapes... View Details
      Keywords: IBM; Personal Computer; Digital Platforms; System; Strategy
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      Baldwin, Carliss Y. "Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 15 The IBM PC." Harvard Business School Working Paper, No. 19-074, January 2019.
      • January 2019 (Revised March 2021)
      • Case

      SoundCloud: Subscription Streaming?

      By: Ashish Nanda, Eric Van den Steen, Andy Wu, Jeffrey Boyar and Bonnie Bennett Slater
      Established in 2007, SoundCloud already boasted the second largest number of active music listeners among all streaming services and was recognized as the go-to platform for new artists by early 2014. Yet, its founders were questioning the robustness of the firm’s... View Details
      Keywords: Audio; Recording; Artist; Music; Music Downloads; Streaming; Radio; Subscription; Subscription Model; Mainstream; Growth; Lawsuit; Licensing; Customers; Platform; Pivot; Music Entertainment; Strategy; Leadership; Business Model; Decision Making; Advertising; Digital Platforms; Music Industry; Europe; Germany; Sweden; United States
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      Nanda, Ashish, Eric Van den Steen, Andy Wu, Jeffrey Boyar, and Bonnie Bennett Slater. "SoundCloud: Subscription Streaming?" Harvard Business School Case 719-430, January 2019. (Revised March 2021.)
      • January 2019 (Revised October 2019)
      • Case

      Rural Taobao: Alibaba's Expansion into Rural E-Commerce

      By: Tarun Khanna, Ryan Allen, Adam Frost and Wesley Koo
      Alibaba's Rural Taobao initiative had been launched in 2014 as a public service initiative to increase e-commerce adoption in China’s remote rural areas. In the first two iterations of the initiative, dubbed “1.0” and “2.0,” Alibaba had partnered with local businesses... View Details
      Keywords: Strategy; Business Growth; Ecommerce; Corporate Social Responsibility; Business And Government; Emerging Market; Digital Platforms; Internet and the Web; Emerging Markets; Rural Scope; Growth and Development Strategy; Competitive Strategy; Corporate Social Responsibility and Impact; Business and Government Relations; Decision Making; E-commerce; China
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      Khanna, Tarun, Ryan Allen, Adam Frost, and Wesley Koo. "Rural Taobao: Alibaba's Expansion into Rural E-Commerce." Harvard Business School Case 719-433, January 2019. (Revised October 2019.)
      • Article

      Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces

      By: Feng Zhu
      As platform owners continue to expand their ecosystems, many of them have started to provide consumers with their own complementary applications. These moves position the platform owners as direct competitors to their complementors. This paper surveys empirical studies... View Details
      Keywords: Platform; Complementors; Digital Platforms; Market Entry and Exit; Competition
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      Zhu, Feng. "Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces." Special Issue on Platforms. Journal of Economics & Management Strategy 28, no. 1 (Spring 2019): 23–28.
      • January–February 2019
      • Article

      Why Some Platforms Thrive and Others Don't

      By: Feng Zhu and Marco Iansiti
      In the digital economy, scale is no guarantee of continued success. After all, the same factors that help an online platform expand quickly—such as the low cost of adding new customers—work for challengers too. What, then, allows platforms to fight off rivals and grow... View Details
      Keywords: Digital Platforms; Competition; Network Effects; Competitive Strategy
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      Zhu, Feng, and Marco Iansiti. "Why Some Platforms Thrive and Others Don't." Harvard Business Review 97, no. 1 (January–February 2019): 118–125.
      • December 2018 (Revised February 2020)
      • Case

      Fishbowl: Scaling Up

      By: Leslie K. John
      Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
      Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Technology Industry; Technology Industry; Technology Industry; Technology Industry; Technology Industry; United States
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      John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Case 919-013, December 2018. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
      • December 2018
      • Case

      Choosy

      By: Jeffrey J. Bussgang and Julia Kelley
      Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages.... View Details
      Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Technology Industry; North and Central America; United States; New York (state, US); New York (city, NY)
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      Bussgang, Jeffrey J., and Julia Kelley. "Choosy." Harvard Business School Case 819-054, December 2018.
      • December 2018
      • Case

      Tiantong & Partners: Transforming Litigation Practice in China

      By: Ashish Nanda and Lisa Rohrer
      Jiang Yong founded Tiantong & Partners in 2002, seeking to radically improve the level of litigation-related services in China. By 2015, Tiantong was the premier Chinese litigation firm with the highest per lawyer revenues. The firm focused exclusively on high-stakes... View Details
      Keywords: Law Firm; Law Firms; Growth; Legal Industry; Regulation; Professional Services; Law; Lawsuits and Litigation; Internet and the Web; Growth and Development; Strategy; Entrepreneurship; Decision Choices and Conditions; Legal Services Industry; China
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      Nanda, Ashish, and Lisa Rohrer. "Tiantong & Partners: Transforming Litigation Practice in China." Harvard Business School Case 719-457, December 2018.
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