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- Faculty Publications (1,728)
- April 2020 (Revised June 2025)
- Teaching Note
HubSpot and Motion AI: Chatbot-Enabled CRM and HubSpot and Motion AI (B): Generative AI Opportunities
By: Jill Avery and Thomas Steenburgh
Teaching Note for HBS No. 518-067 and HBS No. 524-088.
There are two cases in this series. The first entitled “HubSpot and Motion AI: Chatbot-Enabled CRM,” drives the main discussion. The second entitled “HubSpot and Motion AI (B): Generative AI Opportunities... View Details
- April 2020
- Teaching Note
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details
Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States
- April 2020 (Revised May 2020)
- Case
NTT DOCOMO's Race to 5G
By: Juan Alcácer, Horst Melcher and Akiko Kanno
The case, based on extensive interviews with NTT DOCOMO’s technology leaders, focuses on the opportunities and challenges that NTT DOCOMO faces with the launch of infrastructure and services for 5G wireless telecommunication technology. With higher data rates and... View Details
- April 2020 (Revised November 2020)
- Case
Ping An: Pioneering the New Model of ‘Technology-driven Finance’
By: Feng Zhu, Anthony K. Woo and Nancy Hua Dai
In mid-December 2018, Peter Ma, Chairman and CEO of Ping An Insurance (Group) Company of China, Ltd. was considering whether the company should grow a fifth ecosystem of Smart City Services. Established in 1988, Ping An was one of the top 10 global financial... View Details
- 2020
- Working Paper
Draw Near to Go Far: The Role of Convergence in Capitalizing on Exploration
By: Carolyn Fu
Organizations are often advised to engage heavily in exploration in order to succeed – to cast a wide net for diverse solutions that are superior to what they currently exploit. However, what is the organization to do when the fruits of its exploration are inconsistent... View Details
- Article
Human Capital and the Future of Work: Implications for Investors and ESG Integration
By: Sakis Kotsantonis and George Serafeim
Human capital development (HCD) is a key consideration for most companies, but only recently have investors focused on understanding the risks and opportunities related to human capital with the emergence of environmental, social, and governance (ESG) investment... View Details
- March 2020 (Revised September 2020)
- Case
Opportunity Insights: Research and Policy for Social Mobility
By: Scott Duke Kominers, Jeffrey Huizinga and Allison Ciechanover
Opportunity Insights -- a non-profit that researches drivers of economic opportunity and develops policy solutions to help families achieve better life outcomes -- seeks to expand its impact. View Details
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
- March 2020
- Module Note
Business Model Transformation in the Platform Age
By: Feng Zhu
Although some digital platforms are highly successful, most firms today are still traditional product- or service-based firms. To take advantage of the opportunities created by platform business models, traditional firms can work with existing platforms to become their... View Details
- 2020
- Chapter
Immigrant Networking and Collaboration: Survey Evidence from CIC
By: Sari Pekkala Kerr and William R. Kerr
Networking and the giving and receiving of advice outside of one's own firm are important features of entrepreneurship and innovation. We study how immigrants and natives utilize the potential networking opportunities provided by CIC, formerly known as the Cambridge... View Details
- February 2020 (Revised June 2020)
- Case
From Cradle to Heaven: Taikang Insurance Group
By: William C. Kirby, Shu Lin, John P. McHugh and Yuanzhuo Wang
Taikang Insurance Group was a leading Chinese insurance and financial services institution. It operated in the insurance, asset management, and health and senior care industries. Due to China’s underdeveloped social welfare state, Taikang saw an opportunity for the... View Details
- January–February 2020
- Article
Competing in the Age of AI
By: Marco Iansiti and Karim R. Lakhani
Today’s markets are being reshaped by a new kind of firm—one in which artificial intelligence (AI) runs the show. This cohort includes giants like Google, Facebook, and Alibaba, and growing businesses such as Wayfair and Ocado. Every time we use their services, the... View Details
- January 2020 (Revised July 2020)
- Case
BlackRock: Linking Purpose to Profit
By: Aiyesha Dey
The case revolves around the actions that Barbara Novick, co-founder and Vice-Chair of Blackrock, and Michelle Edkins, Global Head of Investment Stewardship, would need to take in response to the controversial CEO letters from Laurence (Larry) Fink, Chairman and CEO of... View Details
Keywords: Boards Of Directors; Institutional Investors; Disclosure; Transparency; Corporate Purpose; Corporate Profits; ESG; ESG Disclosure Metrics; Corporate Sustainability; Engagement Strategy Of Institutions; Stewardship Role Of Institutions; BlackRock; Corporate Governance; Governing and Advisory Boards; Institutional Investing; Accounting; Corporate Disclosure; Mission and Purpose; Profit; Environmental Sustainability; Climate Change; Diversity; Corporate Accountability; Financial Services Industry; United States
- January 2020
- Case
Terra Nova: A Social Business Trying to Unlock Land Rights for the Urban Poor in Brazil
By: Julie Battilana, Ruth Costas, Marissa Kimsey and Priscilla Zogbi
Brothers André and Daniel Albuquerque founded the company Terra Nova in 2001 to mediate land disputes between poor families illegally living in urban areas and the official landowners—with the aspiration to improve the lives of the poor. A business-led approach to the... View Details
- 2020
- Book
Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World
By: Marco Iansiti and Karim R. Lakhani
In industry after industry, data, analytics, and AI-driven processes are transforming the nature of work. While we often still treat AI as the domain of a specific skill, business function, or sector, we have entered a new era in which AI is challenging the very... View Details
- January 2020
- Case
Sunset Limited or Full Speed Ahead? Amtrak Talks to Congress
By: John D. Macomber
Richard Anderson took the helm of Amtrak in 2017 after leading a successful turnaround at Delta Airlines. Amtrak is a US state owned enterprise with about $3.5 bn in annual revenue (and a large operating loss) that is responsible for substantial segments of passenger... View Details
- January 2020 (Revised October 2021)
- Case
Zara: An Integrated Store and Online Model (A)
By: Antonio Moreno
In 2010, amidst the growth of ecommerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara’s online business had grown at a fast pace. By 2018, 12% of Inditex Group’s total sales came from the... View Details
Keywords: Stores; Integration; Operations; Business Model; Strategy; E-commerce; Retail Industry; Fashion Industry; Europe
- January 2020
- Teaching Note
PROOF: Pro Rata Opportunity Fund
By: Josh Lerner, Shai Bernstein and Terrence Shu
This is a teaching note meant to accompany "PROOF: Pro Rata Opportunity Fund," HBS Case No. 820-030. View Details
- 2019
- Working Paper
Industrial Change, the Boundary of the Firm, and Racial Employment Segregation
By: John-Paul Ferguson and Rembrand Koning
Racial employment segregation between large workplaces in America has grown over the last generation. We know little about how changes in patterns of employment by economic sector have contributed to this growth, though. While there are many stylized narratives about... View Details
Keywords: Workplace Segregation; Firm Boundaries; Organizations; Employees; Segmentation; Race; Change; United States
- Article
A Theories-in-Use Approach to Building Marketing Theory
By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research... View Details