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April 2020 (Revised February 2023)
Case

GitLab and the Future of All-Remote Work (A)

By: Prithwiraj Choudhury and Emma Salomon

GitLab is arguably one of the world’s largest “all-remote” companies. Started in 2011 and with more than 1,000 employees at present, it has no physical offices and all employees, including the entire C-Suite, work remotely from all parts of the world. The case... View Details

Keywords: Remote Work; Internet and the Web; Technology Adoption; Value Creation; Business Model; Organizational Structure

2020
Book

Business, Ethics and Institutions: The Evolution of Turkish Capitalism in Global Perspectives

By: Asli M. Colpan and Geoffrey Jones

This book is the first systematic scholarly study on the business history of Turkey and its predecessor the Ottoman Empire from the nineteenth century until the present. It places the distinctive characteristics of capitalism in Turkey within a global and comparative... View Details

Keywords: Capitalism; Corruption; Business History; Ethics; Economic Systems; Crime and Corruption; Middle East; Central Asia; Turkey

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June 2022
Teaching Plan

Lifebank Nigeria

By: Brian Trelstad, Pippa Tubman Armerding and Wale Lawal

The aspiration of addressing maternal deaths in Nigeria, which were mostly caused by blood shortages, led Temie Giwa-Tubosun to found LifeBank in 2015. LifeBank developed an online platform that enabled hospitals to connect and purchase blood from local blood banks and... View Details

Keywords: Systems Design; Social Business; Business At The Base Of The Pyramid; Health Care; Blood; Social Enterprise; Health Care and Treatment; Growth and Development Strategy; Finance; Health Industry; Transportation Industry; Africa; Nigeria

May 2009 (Revised January 2011)
Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web

March 27, 2025
Article

How One Company Used AI to Broaden Its Customer Base

By: Sunil Gupta and Frank V. Cespedes

The software company SAP successfully leveraged AI tools to begin selling to the small and medium enterprises (SMEs) market, which had previously been uneconomical for its in-person sales approach. By mapping the customer journey and deploying over 40 AI tools, SAP... View Details

Keywords: AI and Machine Learning; Sales; Business Strategy; Market Entry and Exit

October 1998 (Revised November 1998)
Case

Newman's Own, Inc.

By: James E. Austin

Describes the creation and evolution of this food marketing corporation. All its after-tax profits are donated to charity by Paul Newman, the distinguished actor and social entrepreneur. The company has grown into a $100 million enterprise and donated cumulatively $89... View Details

Keywords: Social Entrepreneurship; Food; Organizations; Corporate Social Responsibility and Impact; Problems and Challenges; Competitive Advantage; Food and Beverage Industry

March 2014 (Revised September 2017)
Case

salaUno: Eliminating Needless Blindness in Mexico

By: Richard Hamermesh, Regina Garcia Cueller and Valeria Moy

In May 2013 the co-founders and co-CEOs of salaUno, Javier Okhuysen and Carlos Orellana, were encouraged by the results of their fledgling start-up. salaUno was founded as a for-profit enterprise in order to have the capital needed for rapid growth and to fulfill its... View Details

Keywords: Medical Services; Developing Countries; Developing Markets; Health Care Industry; Health Services; Healthcare Ventures; Healthcare Startups; Health Care and Treatment; Health; Business Startups; Developing Countries and Economies; Growth and Development Strategy; Health Industry; Mexico; Mexico City

August 2022 (Revised December 2022)
Case

Iluméxico: For Every Family to Have Power

By: Brian Trelstad, Isa Oliveres and Jenyfeer Martinez Buitrago

In 2022, Manuel Wiechers, the CEO of Iluméxico, a for-profit social enterprise that provided off-grid solar energy services in rural Mexico, was finalizing his presentation for the company’s upcoming board meeting. In the 12 years since Wiechers had co-founded... View Details

Keywords: Social Entrepreneurship; Social Enterprise; Energy; Energy Policy; Energy Generation; Energy Sources; Growth Management; Business and Government Relations; Equity; Internet and the Web; Business Model; Energy Industry; Mexico; Latin America

May 2025
Teaching Note

Boutiqaat: Influencing Retail in MENA

By: Juan Alcacer and Noor Al Qadhi

Boutiqaat, a Kuwait-based e-commerce platform, scaled an influencer-driven beauty retail model across MENA and now faces critical strategic choices about offline expansion and globalization. Founded in 2015, Boutiqaat combined social commerce, localized logistics, and... View Details

Keywords: Emerging Markets; Digital Strategy; Growth and Development; Expansion; Global Strategy; Distribution Channels; Business Model; Beauty and Cosmetics Industry; Retail Industry; Kuwait; Saudi Arabia; Middle East; North Africa

Teaching Interest

Managing Human Capital

By: Ethan S. Bernstein

The Managing Human Capital course has been specifically designed to teach practical skills for the future general manager (not just the human resource practitioner) who seeks to manage both other people and her or his own career with optimal... View Details

March 2013 (Revised May 2013)
Supplement

Equitas Microfinance (C): Advent of Regulation

By: V.G. Narayanan, V. Kasturi Rangan and Vidhya Muthuram

Keywords: Business Model; For-profit Firms; Micro Finance; Growth And Development Strategy; Corporate Social Responsibility And Impact; Social Enterprise; India

April 2018 (Revised January 2019)
Case

WeWork

By: Jeffrey F. Rayport, Sarah Gulick and Matthew G. Preble

WeWork co-founder Miguel McKelvey was concerned about the culture of his rapidly expanding global venture. In particular, he wanted to ensure that WeWork continued to be a great place to work, both because he cared about WeWork's people and because a better work... View Details

Keywords: Organizational Culture; Employee Relationship Management; Working Conditions

August 2021 (Revised March 2022)
Case

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery and Rayan Nahas

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

October 2009 (Revised January 2014)
Teaching Note

Genzyme Center (A), (B) & (C)

By: Michael W. Toffel

Teaching Note for [610008], [610009], and [610010]. View Details

Keywords: Environment; Environmental And Social Sustainability; Environmental Operations; Environmental Protection; Environmental Regulation; Standard Setting; Standards; Environmental Accounting; Engineering; Governance; Energy; Economics; Operations; Projects; Social Enterprise; Infrastructure; Construction Industry; Biotechnology Industry; Real Estate Industry

May 2025
Case

Boutiqaat: Influencing Retail in MENA

By: Juan Alcacer and Noor Al Qadhi

Boutiqaat, a Kuwait-based e-commerce platform, scaled an influencer-driven beauty retail model across MENA and now faces critical strategic choices about offline expansion and globalization. Founded in 2015, Boutiqaat combined social commerce, localized logistics, and... View Details

Keywords: Emerging Markets; Digital Strategy; Growth and Development; Expansion; Distribution Channels; Global Strategy; Business Model; Market Design; Beauty and Cosmetics Industry; Retail Industry; Kuwait; Saudi Arabia; Middle East; North Africa

October 2020
Case

LifeBank Nigeria

By: Brian Trelstad, Pippa Tubman Armerding and Wale Lawal

The aspiration of addressing maternal deaths in Nigeria, which were mostly caused by blood shortages, led Temie Giwa-Tubosun to found LifeBank in 2015. LifeBank developed an online platform that enabled hospitals to connect and purchase blood from local blood banks and... View Details

Keywords: Systems Design; Social Business; Business At The Base Of The Pyramid; Health Care; Blood; Social Enterprise; Health Care and Treatment; Growth and Development Strategy; Finance; Health Industry; Transportation Industry; Africa; Nigeria

10 Nov 2003
Research & Ideas

Globalization: The Strategy of Differences

enterprise has shown that there are fundamental tensions between pursuing scale economies and playing the spreads. (See the table "Conflicting Challenges.") The data indicate that there is some... View Details

Keywords: by Pankaj Ghemawat

October 1998 (Revised December 1999)
Case

Lockheed Martin IMS: Making a Contribution and a Profit

By: Rosabeth M. Kanter and Courtney Purrington

Examines Lockheed Martin's attempt to move from its traditional reliance on defense/aerospace contracts into providing outsourced government services in the social sector. The protagonist reflects on the past 24 years of rapid growth in the company and the myriad... View Details

Keywords: Social Enterprise; Partners and Partnerships; Diversification; Performance Effectiveness; Job Cuts and Outsourcing; Welfare; Private Ownership; Public Ownership; Privatization; Strategic Planning; United States

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February 2016 (Revised October 2017)
Case

Nuclear Energy: An Answer to Climate Change?

By: Michael W. Toffel, Glen W. S. Dowell and James Weber

Environmental activist groups have traditionally opposed nuclear energy. However, the growing environmental problems associated with global climate change require major changes to reduce the carbon intensity of electricity generation. Should environmental groups... View Details

Keywords: Nuclear Energy; Nuclear Power; Climate Change; Safety; Activism; Nonprofit; Environment; Environmental Protection; Social Movements; Energy; Energy Generation; Environmental Sustainability; Non-Governmental Organizations; Non-Renewable Energy; Energy Industry; United States

August 2007 (Revised June 2008)
Case

The Lapdesk Company: A South African FOPSE

Shane Immelman, founding CEO of Lapdesk (South Africa), is facing several acute problems: a conflict between his director of marketing and his director of field operations; a dramatic increase in prices by a key supplier; and a major strategic alliance that does not... View Details

Keywords: Social Enterprise; For-Profit Firms; Entrepreneurship; Problems and Challenges; Cross-Cultural and Cross-Border Issues; Education Industry; South Africa

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