by Sunil Gupta - Publications - Faculty & Research - Harvard Business School

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April 2022
Case

Mastercard: Creating a World Beyond Cash

By: Sunil Gupta, Linda A. Hill, Julia Kelley and Emily Tedards

In late 2021, Mastercard CEO Michael Miebach and Chairman and former CEO Ajaypal “Ajay” Banga considered how Mastercard could best position itself for continued success in the years to come. Since Mastercard’s initial public offering in 2006, the company had grown and... View Details

March 2022
Teaching Note

Farfetch: Digital Transformation for Luxury Brands

By: Jill Avery and Sunil Gupta

Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details

Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Digital Marketing; Retail Industry; Fashion Industry; London; United Kingdom; Portugal

October 2021 (Revised May 2023)
Case

Project Maji: Pricing Water in Sub-Saharan Africa

By: Elie Ofek, Marco Bertini, Dilyana Karadzhova Botha and Esel Çekin

In July 2021, Sunil Lalvani, founder and CEO of Project Maji, a non-profit social enterprise headquartered in Dubai that had already provided sustainable, clean water solutions to 80,000 people living in rural communities across Ghana and Kenya, was facing an important... View Details

Keywords: Water; Pricing; Nonprofit Organizations; Projects; Price; Decision Making; Social Enterprise; Growth and Development Strategy; Equity; Green Technology; Social and Collaborative Networks; Africa; Dubai

August 2021 (Revised November 2021)
Case

The NCB Capital Turnaround: Waking the Sleeping Giant

By: Sandra J. Sucher, Gamze Yucaoglu, Shalene Gupta and Fares Khrais

The case opens in 2019, five years after, Sarah Al Suhaimi, CEO of NCB Capital (NCBC), the investment arm of Saudi’s largest bank, NCB, took the helm. Having successfully turned the business to make it the market leader, she was contemplating her next steps as... View Details

Keywords: Turnaround; Investment Banking; Financial Institutions; Change Management; Leadership; Business Model; Strategy; Business and Stakeholder Relations; Management Teams; Asset Management; Growth and Development Strategy; Saudi Arabia

August 2021 (Revised February 2024)
Case

Perfect Diary (完美日记)

By: Shunyuan Zhang and Sunil Gupta

Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details

Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia

July 2021
Supplement

Drinkworks Teaching Note Excel Supplement

By: Sunil Gupta

2021
Book

The Power of Trust: How Companies Build It, Lose It, Regain It

By: Sandra J. Sucher and Shalene Gupta

Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees,... View Details

June 2021 (Revised October 2021)
Case

Nissan's Response to the COVID-19 Pandemic

By: Ananth Raman, William Schmidt and Ann Winslow

In January 2020, Ashwani Gupta took over as COO at Nissan Motor Corporation, and several weeks later, the COVID-19 pandemic began. Nissan’s Business Continuity Plan (BCP) had been key to the resilience of Nissan’s supply chain. It had enabled Nissan to recover from... View Details

Keywords: Operations; Supply Chain Management; Health Pandemics; Auto Industry; Manufacturing Industry; Japan; India

June 2021 (Revised December 2021)
Case

Suzhou Good-Ark Electronics: Creating and Implementing a Sage Culture

By: Sandra J. Sucher, Nien-he Hsieh, Susan J. Winterberg, Nancy Hua Dai and Shalene Gupta

Suzhou Good-Ark, a Chinese semiconductor implemented "Sage Culture" management based on traditional Chinese philosophy. Productivity doubled, turnover decreased, and employee satisfaction shot up. By 2015, more than 2,000 companies had toured Wu’s factories, and Wu had... View Details

Keywords: Leadership Philosophy; Leadership; Management Style; Organizational Culture; Transformation; Performance; Semiconductor Industry; China; Singapore

May 2021
Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk

Teaching Note for HBS Case No. 519-019. View Details

Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry

May 2021
Teaching Note

Michelin: Building a Digital Service Platform

By: Sunil Gupta

Teaching Note for HBS Case No. 520-061. View Details

April 2021
Teaching Note

Facelift at Olay (A) & (B)

By: Rajiv Lal, Sunil Gupta and Olivia Hull

Teaching Note for HBS Case Nos. 521-011 and 521-002. View Details

April 2021
Teaching Note

Drinkworks: Home Bar by Keurig

By: Sunil Gupta and Jonathan Levav

Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details

February 2021
Teaching Note

Digital Marketing at HBS Online Teaching Note

By: Sunil Gupta and Rajiv Lal

February 2021
Supplement

Digital Marketing at HBS Online Teaching Note Supplement

By: Sunil Gupta and Rajiv Lal

November 2020
Case

Axis My India

By: Ananth Raman, Ann Winslow and Kairavi Dey

Pradeep Gupta founded Axis My India (AMI) as a printing and publishing company in 1998. In 2013, AMI expanded into consumer research and election forecasting. Although a relatively unknown entity, AMI predicted several election results accurately. Gupta describes AMI’s... View Details

Keywords: Market Research; Operations; Management; Infrastructure; Logistics; Service Operations; Political Elections; Forecasting and Prediction; Asia; India

Article

Are You Really Innovating Around Your Customers' Needs?

By: Sunil Gupta

Every company believes it is customer-centric. However, most of them are product- and service-centric first, focusing on how to enhance their offerings rather than putting themselves in their customers’ shoes. To come up with truly innovative customer-centric ideas,... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Innovation and Management

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September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

September–October 2020
Article

Managing Churn to Maximize Profits

By: Aurelie Lemmens and Sunil Gupta

Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details

Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit

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August 2020 (Revised January 2021)
Supplement

Case Exhibits for Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal

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