Publications
Publications
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(5,027)
- Faculty Publications (1,116)
- February 2020
- Article
Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs
By: Rachel Gershon, Cynthia Cryder and Leslie K. John
While selfish incentives typically outperform prosocial incentives, in the context of customer referral rewards, prosocial incentives can be more effective. Companies frequently offer “selfish” (i.e., sender-benefiting) referral incentives, offering customers financial... View Details
- January 2020
- Case
Banorte Móvil: Data-Driven Mobile Growth
By: Ayelet Israeli, Carla Larangeira and Mariana Cal
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details
- January 2020 (Revised March 2020)
- Case
LOLA: Do You Know What's in Your Tampon?
By: Leonard A. Schlesinger and Aldo Sesia
LOLA is a direct-to-consumer (DTC) business launched in 2015. What started as a company to provide women with organic and transparent material-labeled tampons via a subscription model, had, by 2019 evolved to include additional menstrual and sexual wellness products.... View Details
- December 2019
- Case
CME Group in 2019
By: José B. Alvarez, Forest Reinhardt and Natalie Kindred
Chicago-based CME Group is the world’s largest futures and options marketplace, with annual trading volume of over 4.8 billion contracts in 2018. This case is set in late 2019, as heightened perceptions of risk stemming from the U.S.-China trade war are driving record... View Details
- December 2019
- Case
The Business of Pain: Johnson & Johnson and the Promise of Opioids
By: Erik Snowberg, Trevor Fetter and Amy W. Schulman
This case is designed to provide an engrossing overview of stakeholder capitalism through a vigorous discussion of the conflicts that can arise when trying to serve multiple stakeholders.
In 2007, Johnson & Johnson’s (J&J) subsidiary Janssen has to decide whether or... View Details
- December 2019
- Supplement
The Business of Pain: Johnson & Johnson and the Promise of Opioids (B)
By: Erik Snowberg, Trevor Fetter and Amy W. Schulman
This case is designed to provide an engrossing overview of stakeholder capitalism through a vigorous discussion of the conflicts that can arise when trying to serve multiple stakeholders.
In 2007, Johnson & Johnson’s (J&J) subsidiary Janssen has to decide whether or... View Details
- November 2019
- Supplement
Innovation at Uber: The Launch of Express POOL
By: Chiara Farronato, Alan MacCormack and Sarah Mehta
This multimedia supplement accompanies the case “Innovation at Uber: the Launch of Express POOL” (case no. 619-003). Set in March 2018, the case follows ride-sharing company Uber as it develops and launches a new product called Express POOL. This multimedia supplement... View Details
- November 2019 (Revised May 2020)
- Case
Collibra
By: Lynda M. Applegate, Jeffrey F. Rayport and Julia Kelley
Founded in 2008 at Vrije Universiteit Brussels, Collibra was a data intelligence company that found product-market fit in the years after the global financial crisis when many companies were under pressure from consumers and governments to improve their data management... View Details
Keywords: Entrepreneurship; Governance; Innovation and Invention; Technological Innovation; Markets; Information Technology; Applications and Software; Technology Adoption; Digital Platforms; Internet and the Web; Customer Focus and Relationships; Customer Satisfaction; Expansion; Information Technology Industry; Technology Industry; Europe; Belgium; Brussels; North and Central America; United States; New York (city, NY); New York (state, US)
- November 2019 (Revised June 2020)
- Case
Indigo Agriculture: Harnessing Nature
By: Marco Iansiti, Michael W. Toffel and James Barnett
Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct... View Details
Keywords: Carbon Sequestration; Operations; Supply Chain; Social Enterprise; Product Development; Distribution Channels; Business Strategy; Digital Platforms; Environmental Sustainability; Science-Based Business; Climate Change; Agriculture and Agribusiness Industry; Green Technology Industry; United States; Massachusetts
- November 2019 (Revised January 2020)
- Case
Bayer Crop Science
By: David E. Bell, Damien McLoughlin, Natalie Kindred and James Barnett
In mid-2019, a year after German conglomerate Bayer Group closed its acquisition of U.S.-based seeds giant Monsanto, the leadership of Bayer’s Crop Science division (which absorbed Monsanto) is reflecting on the opportunities ahead. Some observers have questioned... View Details
- November 2019
- Case
Gillette: Cutting Prices to Regain Share
By: Benjamin C. Esty and Daniel Fisher
After losing market share to low-priced competitors such as Harry’s and Dollar Shave Club for several years, Gillette decided to fight back by launching new products and increasing advertising. When these efforts failed to stem the losses, Gillette decided to cut the... View Details
- 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
- November 2019
- Supplement
United Technologies Corp.: Are the Parts Worth More Than the Whole?
By: Benjamin C. Esty and Daniel Fisher
After spending more than 50 years creating a diversified industrial conglomerate that Fortune Magazine described as “arguably the most profitable conglomerate in America” in 2014, UTC’s CEO Greg Hayes was under pressure from activist investors (Dan Loeb and Bill... View Details
Keywords: Corporate Strategy; Business Conglomerates; Financial Management; Corporate Governance; Organizational Structure; Diversification; Valuation; Investment Activism; Financial Strategy; Investment Funds; Value Creation; Industrial Products Industry; Industrial Products Industry; Industrial Products Industry; United States
- November 2019 (Revised April 2021)
- Case
United Technologies: Are the Parts Worth More Than the Whole?
By: Benjamin C. Esty and Daniel Fisher
After spending more than 50 years creating a diversified industrial conglomerate that Fortune magazine described as “arguably the most profitable conglomerate in America” in 2014, UTC’s CEO Greg Hayes was under pressure from activist investors (Dan Loeb and Bill... View Details
- November 2019 (Revised February 2022)
- Teaching Note
Innovation at Uber: The Launch of Express POOL
By: Chiara Farronato and Sarah Mehta
Teaching Note for HBS No. 619-003. Set in March 2018, the Case follows ride-sharing company Uber as it develops and launches a new product called Express POOL. The Teaching Note offers guidance for instructors who wish to use the case either with or without its dataset... View Details
- October 2019
- Supplement
Impax Laboratories: Executing Accretive Acquisitions (B)
By: Benjamin C. Esty and Daniel Fisher
Explores events after Impax announced the acquisition of a portfolio of generic pharmaceutical products from Teva in June 2016. View Details
- 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
- October 2019 (Revised August 2020)
- Case
Souqalmal: The Choice Is Yours (A)
By: V.G. Narayanan and Alpana Thapar
This case describes how Ambareen Musa, Founder and CEO of Souqalmal, a Dubai-based online comparison aggregator of banking and insurance products launched her business in 2011 and rapidly grew it over next couple of years. However, by 2017, the Mauritian entrepreneur... View Details
- September 2019 (Revised May 2020)
- Supplement
Keroche (D): Transforming the Core Business
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,... View Details
Keywords: Keroche; Alcohol; Alcoholic Beverages; Alcoholic Drinks; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Viena Ice; Beer; Beer Market; Premium Beer; Manufacturing; Summit Lager; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
- September 2019
- Case
Dementia Discovery Fund
By: Richard G. Hamermesh, Kathy Giusti and Sarah Gulick
The case is set in March 2019, and tells the story of the founding of the Dementia Discovery Fund (DDF). The idea for the fund began in 2015, when then-Prime Minister David Cameron spoke about the importance of making breakthroughs in dementia research, and pledged... View Details