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September 2022
Article

Experimentation and Start-up Performance: Evidence from A/B Testing

By: Rembrand Koning, Sharique Hasan and Aaron Chatterji

Recent scholarship has argued that experimentation should be the organizing principle for entrepreneurial strategy. Experimentation leads to organizational learning, which drives improvements in firm performance. We investigate this proposition by exploiting the... View Details

Keywords: Experimentation; A/B Testing; Data-driven Decision-making; Organizational Learning; Entrepreneurship; Strategy; Business Startups; Learning; Performance; Decision Making

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2008
Working Paper

The Internalization of Advertising Services: An Inter-Industry Analysis

By: Sharon Horsky, Steven C. Michael and Alvin J. Silk

The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of... View Details

Keywords: Advertising; Cost; Analytics and Data Science; Management Analysis, Tools, and Techniques; Service Operations; Creativity; Perception; Vertical Integration; Information Technology; Advertising Industry; United States

Article

The End of Chimerica

For the better part of the past decade, the world economy has been marked by an economic order that combined Chinese export-led development with U.S. over-consumption. The financial crisis of 2007-09 likely marks the beginning of the end of the Chimerican relationship.... View Details

Keywords: Trade; China; United States

June 2025 (Revised July 2025)
Case

Full-Funnel Advertising on TikTok

By: Jeremy Yang, Ayelet Israeli and Alexis Lefort

In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details

Keywords: Social Media; Growth and Development Strategy; Advertising; Brands and Branding; Digital Marketing; Measurement and Metrics

February 2022 (Revised April 2024)
Case

Aleph Farms: A New Culture of Meat

By: Elie Ofek and Jeff Huizinga

Aleph Farms, an Israeli food-tech start-up, was hoping to play a major role in disrupting the conventional meat sector. Compared to intensive agricultural practices, Aleph’s cultured (or lab-grown) meat solution held the promise of considerably reducing greenhouse gas... View Details

31 Aug 2010
First Look

First Look: August 31

developed economies historically, and even today. In analyzing this historical evidence, the chapter first shows how organizational forms of business groups were employed over long time periods to control large and diversified... View Details

Keywords: Sean Silverthorne

February 2014
Case

BGI: Data-driven Research

By: Willy Shih and Sen Chai

BGI has the largest installed gene-sequencing capacity in the world, and to Zhang Gengyun, general manager of the Life Sciences Division, this represented an opportunity to apply his training as a plant breeder and his early career work as a biochemist to improving... View Details

June 2020
Teaching Note

Armarium: Luxury Fashion Brands for Rent

By: Jill Avery and David Fubini

Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details

Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America

2017
Case

Uncommon Schools (A): A Network of Networks

By: John J-H Kim and Sarah McAra

In 2013, Brett Peiser, CEO of the charter school management organization (CMO) Uncommon Schools, is reassessing the nonprofit’s strategy. For nearly 10 years, Uncommon had fulfilled its mission to bring high-quality education to students in low-income, urban areas... View Details

Keywords: Charter Schools; Nonprofit Organizations; Teaching; Talent Management; Innovation; Organization Structure; Education; Early Childhood Education; Middle School Education; Organizational Structure; Performance Consistency; Strategy; Collaborative Innovation and Invention; Education Industry

2008
Working Paper

Laws vs. Contracts: Legal Origins, Shareholder Protections, and Ownership Concentration in Brazil, 1890–1950

By: Aldo Musacchio

The early development of large multidivisional corporations in Latin America required much more than capable managers, new technologies, and large markets. Behind such corporations was a market for capital in which entrepreneurs had to attract investors to buy either... View Details

Keywords: Voting; Entrepreneurship; Investment; Governance Controls; Contracts; Laws and Statutes; Ownership Stake; Brazil

February 2018
Supplement

Qualtrics (B)

By: Doug J. Chung and James M. Lattin

Qualtrics was an online survey research platform and since the beginning, the company had relied entirely on an inside sales model—sales done remotely without face-to-face contact with clients. The low-cost inside sales model, along with an emphasis on a strong sales... View Details

Keywords: Inside Sales Model; Sales; Strategy; Growth and Development Strategy; Organizational Change and Adaptation

December 2018 (Revised June 2021)
Supplement

Bulb 2017: Launch

By: John R. Wells and Benjamin Weinstock

On August 21, 2015, Amit Gudka and Hayden Wood, co-founders of Bulb Ltd. (Bulb) launched a new business to supply energy to the United Kingdom’s 27 million residential homes with a promise of 100% renewable electricity at affordable prices. By the end of March 2017,... View Details

April 2021 (Revised June 2021)
Case

Balancing Act: Deborah Lovich (A)

By: David G. Fubini and Patrick Sanguineti

Deborah Lovich, Partner at the Boston Consulting Group (BCG), has been given the opportunity of a lifetime: to join the firm's Executive Committee as its youngest member and only current woman, as well as just the second woman in its history. Encouraged by her mentors,... View Details

Keywords: Work/life Balance; Work/family Balance; Work-Life Balance; Family and Family Relationships; Personal Development and Career

February 2023
Supplement

Astyanax Kanakakis at norbloc: A Founder's Experience with the DIFC Fintech Hive

By: Linda A. Hill and Lydia Begag

norbloc was founded in 2016 in Stockholm, Sweden, by Astyanax Kanakakis and his co-founders, Vitalii Demianets and Sam Saatchi. Kanakakis and Demianets got to work to address a key gap in the industry: Know Your Customer (KYC) data sharing. As the first distributed KYC... View Details

Research Summary

Consumer-Brand Relationships

Susan M. Fournier is conducting extensive research into the relationships consumers form with brands. Her work builds on the premise that, although marketers espouse the notion of relationships in current thought and practice, none have theoretically maximized the... View Details

2017
Working Paper

Business and Sustainability: New Business History Perspectives

By: Ann-Kristin Bergquist

This working paper provides a long-term business history perspective on environmental sustainability. For a long time, the central issues addressed in the discipline of business history concerned how business enterprises innovated and created wealth, as well as... View Details

Keywords: Environmental Sustainability; Business History; Perspective

2025
Working Paper

The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise

By: Fabrizio Dell'Acqua, Charles Ayoubi, Hila Lifshitz, Raffaella Sadun, Ethan Mollick, Lilach Mollick, Yi Han, Jeff Goldman, Hari Nair, Stew Taub and Karim R. Lakhani

We examine how artificial intelligence transforms the core pillars of collaboration— performance, expertise sharing, and social engagement—through a pre-registered field experiment with 776 professionals at Procter & Gamble, a global consumer packaged goods company.... View Details

Keywords: Artificial Intelligence; Teamwork; Human-machine Interaction; Productivity; Skills; Innovation; Field Experiment; AI and Machine Learning; Groups and Teams; Competency and Skills; Performance Productivity; Collaborative Innovation and Invention; Product Development

February 2018
Supplement

Qualtrics (C)

By: Doug J. Chung and James M. Lattin

Qualtrics was an online survey research platform and since the beginning, the company had relied entirely on an inside sales model—sales done remotely without face-to-face contact with clients. The low-cost inside sales model, along with an emphasis on a strong sales... View Details

Keywords: Inside Sales Model; Sales; Strategy; Growth and Development Strategy; Organizational Change and Adaptation

July 2020
Case

Driving Transformation at the Majid Al Futtaim Group

By: Suraj Srinivasan and Esel Çekin

The case opens with Alain Bejjani, CEO of Majid Al Futtaim (MAF) Holding, anticipating on the Group’s next phase in the multi-year transformation journey and reflecting on the initiatives he implemented to create the Group’s growth-oriented culture. Founded in 1995,... View Details

Keywords: Transformation; Organizational Change and Adaptation; Organizational Culture; Growth and Development Strategy; Retail Industry; United Arab Emirates; Middle East; Dubai

2009
Working Paper

The End of Chimerica

By: Niall Ferguson and Moritz Schularick

For the better part of the past decade, the world economy has been dominated by a world economic order that combined Chinese export-led development with US over-consumption. The financial crisis of 2007-2009 likely marks the beginning of the end of the Chimerican... View Details

Keywords: History; Globalized Economies and Regions; Currency Exchange Rate; Economic Growth; Trade; Financial Crisis; China; United States

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