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      • October 2016 (Revised November 2016)
      • Case

      Innovating Beyond Ochsner

      By: Richard G. Hamermesh and Olivia Hull
      The Ochsner Health System has developed a proprietary software tool designed to treat hypertension. Built into the system’s electronic medical records, the Hypertension Digital Medicine program allows patients to record their blood pressure at home and share readings... View Details
      Keywords: Electronic Medical Records; Telemedicine; Hypertension; High Blood Pressure; Chronic Disease; Entrepreneurship; Health Disorders; Business Model; Business Startups; Innovation and Invention; Growth Management; Marketing Strategy; Product Launch; Product Positioning; Science-Based Business; Business Strategy; Health Industry; Technology Industry; New Orleans; Louisiana
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      Hamermesh, Richard G., and Olivia Hull. "Innovating Beyond Ochsner." Harvard Business School Case 817-028, October 2016. (Revised November 2016.)
      • September 2016 (Revised April 2020)
      • Case

      Dwyane Wade

      By: Anita Elberse and Jennifer Schoppe
      In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American... View Details
      Keywords: Branding; Fashion; Superstar; Celebrity Endorsement; Innovation; Creative Industries; Talent; General Management; Sports; Entertainment; Brands and Branding; Marketing; Management; Strategy; Personal Development and Career; Consumer Products Industry; Fashion Industry; Sports Industry; China
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      Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
      • September 2016 (Revised September 2016)
      • Case

      Spectio: A Digital Lighting Company

      By: Rajiv Lal and Sarah McAra
      Spectio Tech, founded in 2005, developed and implemented intelligent LED lighting solutions for the industrial market. Sensors and wireless connectivity embedded in its LED fixtures not only significantly reduced lighting-related energy use—by up to 90% in some... View Details
      Keywords: Internet Of Things; IoT; LED Lighting; Start-up; Energy Efficiency; Information Technology; Technology Adoption; Technological Innovation; Business Startups; Internet and the Web
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      Lal, Rajiv, and Sarah McAra. "Spectio: A Digital Lighting Company." Harvard Business School Case 517-002, September 2016. (Revised September 2016.)
      • September 2016 (Revised March 2020)
      • Teaching Note

      Fasten: Challenging Uber and Lyft with a New Business Model

      By: Feng Zhu
      Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride, as opposed to the 20%–30%... View Details
      Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
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      Zhu, Feng. "Fasten: Challenging Uber and Lyft with a New Business Model." Harvard Business School Teaching Note 617-019, September 2016. (Revised March 2020.)
      • 2016
      • Book

      Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

      By: Elie Ofek, Eitan Muller and Barak Libai
      This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details
      Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development
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      Ofek, Elie, Eitan Muller, and Barak Libai. Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. University of Chicago Press, 2016.
      • 2016
      • Article

      Peer-to-Peer Markets

      By: Liran Einav, Chiara Farronato and Jonathan Levin
      Peer-to-peer markets such as eBay, Uber, and Airbnb allow small suppliers to compete with traditional providers of goods or services. We view the primary function of these markets as making it easy for buyers to find sellers and engage in convenient, trustworthy... View Details
      Keywords: Peer-to-peer; Online Platforms; Matching; Innovation; Digital Platforms; Marketplace Matching; Market Design; Internet and the Web; Technology Adoption; Network Effects; Market Entry and Exit
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      Einav, Liran, Chiara Farronato, and Jonathan Levin. "Peer-to-Peer Markets." Annual Review of Economics 8 (2016): 615–635.
      • August 2016 (Revised August 2017)
      • Case

      AnswerDash (Abridged)

      By: Elie Ofek and Jeffrey D. Shulman
      It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details
      Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry
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      Ofek, Elie, and Jeffrey D. Shulman. "AnswerDash (Abridged)." Harvard Business School Case 517-020, August 2016. (Revised August 2017.)
      • August 2016 (Revised July 2017)
      • Case

      Singapore Airlines: Premium Goes Multi-Brand

      By: Rohit Deshpande and Dawn H. Lau
      Singapore Airlines had long been considered the gold standard for its innovative customer service. However, the company was faced with new sources of competition, from the rapid growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium... View Details
      Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore
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      Deshpande, Rohit, and Dawn H. Lau. "Singapore Airlines: Premium Goes Multi-Brand." Harvard Business School Case 517-017, August 2016. (Revised July 2017.)
      • July 2016 (Revised October 2018)
      • Case

      Tolaram: Innovating in Africa

      By: Derek van Bever and Efosa Ojomo
      Tolaram is a Singaporean company that began operations selling textiles in Nigeria in the 1970s. Executives and brothers, Haresh and Sajesh Aswani, however, saw an opportunity to create an instant noodle market in the country. In 1988, they began importing Indomie... View Details
      Keywords: Fast Moving Consumer Goods; Business Model; Disruptive Innovation; Vertical Integration; Emerging Markets; Consumer Products Industry; Nigeria; Africa
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      van Bever, Derek, and Efosa Ojomo. "Tolaram: Innovating in Africa." Harvard Business School Case 317-013, July 2016. (Revised October 2018.)
      • 2016
      • Working Paper

      Shareholder Activism on Sustainability Issues

      By: Jody Grewal, George Serafeim and Aaron Yoon
      Shareholder activism on sustainability issues has become increasingly prevalent over the years, with the number of proposals filed doubling from 1999 to 2013. We use recent innovations in accounting standard setting to classify 2,665 shareholder proposals that address... View Details
      Keywords: Sustainability; Activism; Activist Investors; Activist Shareholder; Corporate Social Responsibility; Environment; Corporate Performance; Corporate Accountability; Corporate Social Responsibility and Impact; Performance; Environmental Sustainability; Corporate Governance; Business and Shareholder Relations; Investment Activism
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      Grewal, Jody, George Serafeim, and Aaron Yoon. "Shareholder Activism on Sustainability Issues." Harvard Business School Working Paper, No. 17-003, July 2016.
      • June 2016 (Revised November 2021)
      • Case

      chotuKool: 'Little Cool,' Big Opportunity

      By: Rory McDonald, Derek van Bever and Efosa Ojomo
      In 2013, a team led by Gopalan Sunderraman, vice president of corporate development at Godrej & Boyce Mfg. Co. Ltd.—one of the companies owned by Godrej Group, a large Indian conglomerate—was preparing to launch an innovative low-cost refrigerator. Developed expressly... View Details
      Keywords: Disruptive Innovation; Emerging Markets; Entrepreneurship; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; India
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      McDonald, Rory, Derek van Bever, and Efosa Ojomo. "chotuKool: 'Little Cool,' Big Opportunity." Harvard Business School Case 616-020, June 2016. (Revised November 2021.)
      • June 2016 (Revised August 2017)
      • Case

      AnswerDash

      By: Elie Ofek and Jeffrey D. Shulman
      It is 2014, and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details
      Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry
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      Ofek, Elie, and Jeffrey D. Shulman. "AnswerDash." Harvard Business School Case 516-106, June 2016. (Revised August 2017.)
      • June 7, 2016
      • Comment

      Can Brand Trump Win a Presidency?

      By: John A. Quelch
      In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and... View Details
      Keywords: Brand; Umbrella Brands; Political Brands; Political Campaigns; Successful Brands; Personal Brand; Demographics; History; Information; Innovation and Invention; Leadership; Management; Marketing; Outcome or Result; Problems and Challenges; Strategy; Value; Public Administration Industry; Public Relations Industry; United States
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      Quelch, John A. "Can Brand Trump Win a Presidency?" Harvard Business School Working Knowledge (June 7, 2016). (Republished by Forbes.com on June 7, 2016.)
      • June 2016
      • Case

      Publicis Groupe 2016: Maurice and the Millennials

      By: Rosabeth Moss Kanter and Jonathan Cohen
      Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details
      Keywords: Managing Change; Transformations; Digital; Millennials; Change; Innovation; Acquisitions; Merger; Culture; Advertising Agency; Reorganization; Organizational Change and Adaptation; Information Technology; Change Management; Restructuring; Management Succession; Marketing; Mergers and Acquisitions; Transformation; Innovation and Invention; Digital Marketing; Advertising Industry
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      Kanter, Rosabeth Moss, and Jonathan Cohen. "Publicis Groupe 2016: Maurice and the Millennials." Harvard Business School Case 316-127, June 2016.
      • May 25, 2016
      • Comment

      How Consumers and Businesses are Reshaping Public Health

      By: John A. Quelch
      Healthcare and education are two issues in which citizens around the world, rich and poor, are passionately interested. It has long been appreciated that the way that a society treats its youngest and oldest members says much about its moral maturity. Economic... View Details
      Keywords: Healthcare; Consumer Power; Innovation In Healthcare Delivery; Mobile Healthcare; Transition; Transformation; Trends; Customer Satisfaction; Customer Value and Value Chain; Health Care and Treatment; Information; Collaborative Innovation and Invention; Independent Innovation and Invention; Innovation and Management; Innovation Leadership; Management; Marketing; Markets; Planning; Problems and Challenges; Biotechnology Industry; Chemical Industry; Consumer Products Industry; Distribution Industry; Fashion Industry; Food and Beverage Industry; Green Technology Industry; Health Industry; Insurance Industry; Medical Devices and Supplies Industry; Pharmaceutical Industry; Public Administration Industry; South America; North and Central America; Middle East; Europe; Asia
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      Quelch, John A. "How Consumers and Businesses are Reshaping Public Health." Harvard Business School Working Knowledge (May 25, 2016).
      • May 2016 (Revised March 2020)
      • Case

      Fasten: Challenging Uber and Lyft with a New Business Model

      By: Feng Zhu and Angela Acocella
      Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride as opposed to the 20-30%... View Details
      Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston
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      Zhu, Feng, and Angela Acocella. "Fasten: Challenging Uber and Lyft with a New Business Model." Harvard Business School Case 616-062, May 2016. (Revised March 2020.)
      • May 2016 (Revised November 2018)
      • Supplement

      Moleskine (B)

      By: Ryan Raffaelli, Raffaella Sadun and Kathy Qu
      This case discusses the decisions and outcomes of CEO Arrigo Berni and founder Maria Sebregondi that the Moleskine (A) case laid out. View Details
      Keywords: Creative Industries; Brand Building; Digital Innovation; Digital Services And Strategy; Process Improvement; Organization Change And Adaptation; Culture; Identity Construction; Growth and Development Strategy; Leadership; Organizational Change and Adaptation; Technological Innovation; Creativity; Brands and Branding; Consumer Products Industry
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      Raffaelli, Ryan, Raffaella Sadun, and Kathy Qu. "Moleskine (B)." Harvard Business School Supplement 716-464, May 2016. (Revised November 2018.)
      • April 2016 (Revised June 2019)
      • Case

      The Walt Disney Studios

      By: Anita Elberse
      In December 2015, Alan Horn, chairman of The Walt Disney Studios, celebrates the world premiere of Star Wars: The Force Awakens—only the latest in a string of big bets that he has overseen. Disney pursues a “tentpole strategy” that revolves around at least eight... View Details
      Keywords: Entertainment; Movie Industry; Film; Creative Industries; Product Portfolio Management; Innovation; Branding; Talent; Blockbuster; Superstar; Film Entertainment; Media; Strategy; Talent and Talent Management; Creativity; Product Launch; Brands and Branding; Product Development; Marketing; Entertainment and Recreation Industry; Motion Pictures and Video Industry
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      Elberse, Anita. "The Walt Disney Studios." Harvard Business School Case 516-105, April 2016. (Revised June 2019.)
      • April 2016
      • Teaching Note

      Cree Inc.: Introducing the LED Light Bulb

      By: John Gourville and Michael Norris
      This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details
      Keywords: Lighting Industry; Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Energy Industry
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      Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Teaching Note 516-043, April 2016.
      • Article

      The Radical Flank Effect and Cross-occupational Collaboration for Technology Development during a Power Shift

      By: Emily Truelove and Katherine C. Kellogg
      This 12-month ethnographic study of an early entrant into the U.S. car-sharing industry demonstrates that when an organization shifts its focus from developing radical new technology to incrementally improving this technology, the shift may spark an internal power... View Details
      Keywords: Groups and Teams; Conflict and Resolution; Power and Influence; Perception; Behavior; Collaborative Innovation and Invention
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      Truelove, Emily, and Katherine C. Kellogg. "The Radical Flank Effect and Cross-occupational Collaboration for Technology Development during a Power Shift." Administrative Science Quarterly 61, no. 4 (December 2016): 662–701.
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