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August 2019 (Revised April 2021)
Case

Zillow Offers: Winning Online Real Estate 2.0

By: Luis Viceira, Marco Di Maggio and Allison Ciechanover

Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically... View Details

Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States

2020
Working Paper

Digital Experimentation and Startup Performance: Evidence from A/B Testing

By: Rembrand Koning, Sharique Hasan and Aaron Chatterji

Recent work argues that experimentation is the appropriate framework for entrepreneurial strategy. We investigate this proposition by exploiting the time-varying adoption of A/B testing technology, which has drastically reduced the cost of experimentally testing... View Details

Keywords: Experimentation; A/B Testing; Data-driven Decision-making; Entrepreneurship; Strategy; Business Startups; Information Technology; Performance

August 2019 (Revised March 2023)
Case

Rand Fishkin at Moz (A)

By: Thomas R. Eisenmann

In 2016, senior management at Moz, a venture capital–backed startup providing software tools for digital marketing professionals, must decide how to address a looming cash flow crisis precipitated by failed efforts to broaden its product line. Seattle-based Moz had... View Details

Keywords: Startups; Scaling; Entrepreneurship; Failure; Business Startups; Diversification; Growth Management; Technology Industry

August 2019 (Revised March 2022)
Case

Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

By: Elie Ofek and Danielle Golan

Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details

Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Technology Industry; Technology Industry

Article

Extending the Role of Headquarters Beyond the Firm Boundary: Entrepreneurial Alliance Innovation

By: Jaeho Kim and Andy Wu

Prior research on corporate headquarters (CHQ) characteristics identifies the impact of CHQ location and composition on the innovation outcomes of internal subsidiaries. However, given that external strategic alliances with high-tech entrepreneurial firms represent a... View Details

Keywords: Alliance; Innovation; Corporate Headquarters; Geographic Proximity; Entrepreneurship; Corporate Strategy; Alliances; Joint Ventures; Innovation and Invention; Business Headquarters; Geographic Location

July 2019
Case

Instabeat—One More Lap?

By: Shikhar Ghosh, Nicole Tempest Keller and Alpana Thapar

This case follows Lebanese entrepreneur, Hind Hobeika, an engineer and competitive swimmer who spends seven years trying to launch a wearable heartrate monitor and motion sensor to help swimmers track their performance while swimming. While the Beirut-based... View Details

Keywords: Startup; Manufacturing; Prototyping; Female Protagonist; Business Startups; Decision Making; Entrepreneurship; Information Infrastructure; Information Technology; Design; Organizational Culture; United States; Lebanon

July 2019 (Revised November 2019)
Case

Osaro: Picking the Best Path

By: William R. Kerr, James Palano and Bastiane Huang

The founder of Osaro saw the potential of deep reinforcement learning to allow robots to be applied to new applications. Osaro targeted warehousing, already a dynamic industry for robotics and automation, for its initial product—a system which would allow robotic arms... View Details

July 2019
Case

Autonomous Vehicles: Smooth or Bumpy Ride Ahead?

By: Elie Ofek and Akhil Waghmare

In early 2019, transportation was set to undergo a major transformation with the advent of autonomous vehicles (AVs), also referred to as driverless cars, which were nearing completion from an R&D and testing phase. Yet many questions remained open regarding exactly... View Details

Keywords: Transportation; Technological Innovation; Disruptive Innovation; Transformation; Technology Adoption; Business Model; Governing Rules, Regulations, and Reforms; Transportation Industry; Auto Industry

June 2019
Teaching Note

Zebra Medical Vision

By: Shane Greenstein and Sarah Gulick

Teaching note is meant to accompany Zebra Medical Vision case, which offers a look at a company’s decisions as a small startup competing with other startups and major technology companies. It also demonstrates the challenges faced by a machine learning company working... View Details

Keywords: Business Startups; Science-Based Business; Applications and Software; Patents; Cross-Cultural and Cross-Border Issues; Health Care and Treatment; Technology Industry; Technology Industry; Technology Industry; Israel

May 2019 (Revised September 2019)
Case

Mobike and ofo: Dancing with Titans (A)

By: Shikhar Ghosh and Haibo Zhao

This case address pacing issues – how fast does a company need to scale? It also examines the role of investors in determining company strategy and exit.
Mobike and ofo were two dominant players in China’s emerging dockless bike-sharing market, that allowed users... View Details

Keywords: Information Technology; Venture Capital; Financing and Loans; Competition; Value Creation; Governance; Economics; Business Startups; Strategy; Business Exit or Shutdown; Entrepreneurship; Infrastructure; Transportation; Bicycle Transportation; China

April 2019
Supplement

Upwork in 2019

By: David Yoffie and Allison M. Ciechanover

Stephane Kasriel, the CEO of Upwork, the leading platform for freelance labor, updates his progress on how to redesign its business model in 2019. View Details

Keywords: Strategy; Platform; Platform Businesses; Technology; Business Model; Digital Platforms; Growth and Development Strategy; Internet and the Web; Labor

April 2019 (Revised February 2020)
Case

Ripple: The Business of Crypto

By: David B. Yoffie and George Gonzalez

The case explores Ripple CEO Brad Garlinghouse’s mission to disrupt the global payments industry by leveraging the cryptocurrency XRP. Students will learn about Bitcoin and the blockchain industry, as well as Ripple’s unique crypto business model. The case provides an... View Details

Keywords: Payment Systems; Cryptocurrency; Bitcoin; Blockchain; Fintech; Business Startups; Business Model; Disruption; Strategy; Technology Industry; Technology Industry

April 2019 (Revised June 2019)
Case

Voatz

By: Mitchell Weiss and Maddy Halyard

Nimit Sawhney scrolled through the tweet stream on his phone, unsure of what to make of it on August 6, 2018 or how to respond. Voatz, the Boston-based startup he co-founded and led, provided a mobile-voting platform. In March of 2018, had successfully piloted the new... View Details

Keywords: Mobile App; Business Startups; Voting; Mobile and Wireless Technology; Safety; Cybersecurity

April 2019 (Revised June 2019)
Case

Western Governors University: 10x Vision

By: William R. Kerr and Susie L. Ma

Western Governors University (WGU) was a nonprofit institution of higher education whose online learning model served more than 100,000 students in 2019 and was scaling rapidly. President Scott Pulsipher wanted to expand WGU’s reach to millions more with a plan called... View Details

Keywords: Online Education; Enrollment; Scaling; Higher Education; Internet and the Web; Business Model; Expansion; Growth and Development Strategy; Education Industry; United States

April 2019
Case

Afterpay U.S.: The Omnichannel Dilemma

By: Antonio Moreno, Donald Ngwe and George Gonzalez

In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free... View Details

March 2019
Case

HOPI: Turkey's Shopping Companion

By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu

The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details

Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Technology Industry; Turkey

March 2019 (Revised May 2019)
Case

Fetchr: A New Way of Last Mile Delivery

By: V.G. Narayanan and Eren Kuzucu

By mid-2016, five years of aggressive growth had transformed Fetchr from a small logistics startup to a 1,000-employee, full-fledged last-mile delivery company operating across four countries in the Middle East and North Africa (MENA). Already beneficiaries of the... View Details

March 2019 (Revised March 2023)
Case

Accion's Fintech Strategy

By: V. Kasturi Rangan, Michael Chu and Tricia Gregg

Accion, an NGO, had been a pioneer in microfinance since its entry into that sector in the early 1970s. Its investments in Banco Compartamos paid off, when the microfinance bank went IPO in 2007, leaving an influx of $138 million for Accion. Under a new CEO, Michael... View Details

Keywords: Fintech; Impact Investing; Financial Inclusion; Technological Innovation; Strategy; Strategic Planning; Performance Effectiveness; Non-Governmental Organizations; Microfinance; Financial Institutions; Business Growth and Maturation; Customer Focus and Relationships; Industry Growth

March 2019 (Revised April 2021)
Case

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details

March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

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