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- October 2022
- Case
Ethena: A Go-to-Market Dilemma
By: Rembrand Koning and Stacy Straaberg
In November 2021, Roxanne Petraeus and Anne Solmssen, founders of Brooklyn-based software-as-a-service (SaaS) startup Ethena, were looking to expand their compliance training business. The founders hired Arnie Gullov-Singh, an outside revenue consultant, to advise on... View Details
Keywords: Decision Choices and Conditions; Judgments; Growth and Development Strategy; Business or Company Management; Business Strategy; Expansion; Segmentation; Technology Industry; United States; New York (state, US)
Koning, Rembrand, and Stacy Straaberg. "Ethena: A Go-to-Market Dilemma." Harvard Business School Case 723-363, October 2022.
- May 2024
- Supplement
HubSpot and Motion AI (B): Generative AI Opportunities
By: Jill Avery
The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details
Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States
Avery, Jill. "HubSpot and Motion AI (B): Generative AI Opportunities." Harvard Business School Supplement 524-088, May 2024.
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment (Solution)
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- June 2025
- Supplement
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- 25 Jan 2008
- Working Paper Summaries
What Do Non-Governmental Organizations Do?
Keywords: by Eric D. Werker & Faisal Z. Ahmed
- September 2017
- Editorial
Helping Patients with Cancer Navigate Narrow Networks
By: Stephen M. Schleicher, Emeline M. Aviki and Thomas W. Feeley
The Affordable Care Act of 2010 (ACA) was designed primarily to improve patient access to affordable health care. The access-expanding provisions of the ACA included federal- and state-based health insurance exchanges with minimum coverage requirements and preexisting... View Details
Schleicher, Stephen M., Emeline M. Aviki, and Thomas W. Feeley. "Helping Patients with Cancer Navigate Narrow Networks." Journal of Clinical Oncology 35, no. 27 (September 2017): 3095–3096.
- 03 May 2011
- Working Paper Summaries
Big BRICs, Weak Foundations: The Beginning of Public Elementary Education in Brazil, Russia, India, and China, 1880-1930
- 07 Apr 2022
- Research & Ideas
Giving Back: Consumers Care More About How Companies Donate Than How Much
profits over one week. The psychology of giving Consumers might be making these choices for several reasons, even beyond judgments of generosity, Keenan says. For example, people shopping for brands that donate a higher percentage of profits may believe a larger... View Details
Keywords: by Pamela Reynolds
- 21 Apr 2021
- Research & Ideas
The Pandemic Conversations That Leaders Need to Have Now
safe one? Do lower-level team members feel respected? Do people in your organization share or hoard knowledge? Is mutual aid and friendship the norm? Do people funnel feedback, news, and questions upward, or do they pacify and protect... View Details
- 29 Apr 2008
- First Look
First Look: April 29, 2008
framework. The unified funnel communicates the idea that not only should the marketing funnel and the sales funnel be linked "vertically"—in the sense that... View Details
Keywords: Martha Lagace
- 30 Nov 2018
- What Do You Think?
What’s the Best Administrative Approach to Climate Change?
Summing Up: Should a 'Montreal Protocol' for Administering Global Warming Be Pursued? Climate change and how to manage it is a daunting subject. Nevertheless, several readers of this month’s column were willing to venture a model or two for administering a system... View Details
- 21 Mar 2016
- HBS Case
Can Customer Reviews Be 'Managed?'
to want to buy a service. Initially, TripAdvisor was just making money mostly on attention, these ads. But as it became the biggest company in the world in terms of user visits and traffic, it sort of naturally started saying, “Hey, can we start to go down the consumer... View Details
- 01 Nov 2016
- First Look
First Look - November 1, 2016
This case presents three short vignettes, with three fictitious organizations, to facilitate a discussion around these important decisions. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/817010-PDF-ENG Harvard Business School Case 817-009 eSig: Conversion... View Details
Keywords: Sean Silverthorne
- 15 Apr 2013
- Research & Ideas
Solving the Search vs. Display Advertising Quandary
Second, because display ads drive consumers down the funnel so that they click more on search ads and eventually become a customer, this process also increases overall ad cost due to additional search clicks. Therefore, the benefit of... View Details
- 10 Oct 2017
- First Look
First Look at New Research and Ideas, October 10, 2017
groups across industries. The most common KPIs are closed deals and salesperson performance against quota, which, on average, firms measure monthly. But a closed deal is an outcome and lagging indicator. This article discusses how some firms deconstruct their sales... View Details
Keywords: Sean Silverthorne
- 29 Nov 2004
- Research & Ideas
Caves, Clusters, and Weak Ties: The Six Degrees World of Inventors
that it's not good for a firm to simply close its walls and say, we're not going to share, we're not going to get our ideas taken away, because then its funnel of new ideas will dry up. Q: So how can managers foster these networks to... View Details
- 14 Nov 2017
- First Look
New Research and Ideas: November 14, 2017
Business School Case 617-024 Product Development Fundamentals This note introduces key managerial issues in new product development. It describes the product development funnel and alternative approaches to structuring product development... View Details
Keywords: Carmen Nobel