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  • February 2009 (Revised September 2011)
  • Case

Big Spaceship: Ready to Go Big?

By: Boris Groysberg and Michael Slind
Big Spaceship, a digital marketing agency, faced a rather big challenge: How to scale the distinctive culture that was essential to its competitive strategy? Renowned for the cutting-edge websites that it developed to market major Hollywood movies and leading consumer... View Details
Keywords: Entrepreneurship; Innovation and Management; Human Capital; Growth and Development Strategy; Marketing; Organizational Culture; Organizational Design; Groups and Teams; Competitive Strategy; Value Creation
Related

    The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

    A Harvard Business School professor and a16z crypto research partner and a career marketer and Web3 entrepreneur demystify the coming digital revolution, showing how NFTs will transform our online and offline... View Details
    • February 2024 (Revised April 2024)
    • Case

    Uniswap: Fighting a Vampire Attack (A)

    By: Shikhar Ghosh, Shweta Bagai and Liang Wu
    This is the first of a three-case series that explores the challenges faced by Uniswap, a key player in the decentralized finance (DeFi) sector. Founded by Hayden Adams, the case traces Uniswap's rapid growth from a simple idea inspired by a Reddit post to becoming one... View Details
    Keywords: Blockchain; Cryptocurrency; Crypto Economy; Community; Decentralization; Decentralized Exchange; Decentralized Finance; Open Platforms; Open-source Innovation; Market Distruption; Stablecoin; Vampire Attack; Web3; Token; Digital Platforms; Entrepreneurship; Governance; Technological Innovation; Competitive Strategy; Financial Liquidity; Financial Services Industry; Technology Industry; United States
    Related
    • Research Summary

    Research Questions

    By: Anita Elberse

    One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

    I focus on three sub-questions:

    1. How can managers in creative industries effectively manage products and product... View Details
    • 2024
    • Book

    The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create

    By: Steve Kaczynski and Scott Duke Kominers
    We demystify the coming digital revolution, showing how NFTs will transform our online and offline interactions.

    NFTs aren’t just pictures on the internet, or a fad that has come and gone. Rather, they’re a new technology for creating digital assets and... View Details
    Keywords: Economic Systems; Microeconomics; Entrepreneurship; Cultural Entrepreneurship; Information Technology; Innovation and Invention; Innovation Strategy; Digital Platforms; Digital Strategy; Digital Transformation; Internet and the Web; Technology Adoption; Marketing; Marketing Strategy; Product Marketing; Product Positioning; Markets; E-commerce; Market Design; Value; Customer Value and Value Chain; Collaborative Innovation and Invention; Innovation and Management; Organizational Structure; Customer Ownership; Ownership; Advertising Industry; Communications Industry; Computer Industry; Consumer Products Industry; Fashion Industry; Information Technology Industry; Media and Broadcasting Industry; Technology Industry; Web Services Industry
    Related
    • July 2022
    • Case

    boAt Lifestyle

    By: Rajiv Lal and Kairavi Dey
    boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details
    Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India
    Related
    • 18 Oct 2010
    • News

    Honorable Mention

      Byju’s The Learning App

      BYJU’S The Learning App (BYJU’s) is India’s largest K-12 education app with approximately 300,000 annual paid subscribers. The mobile app uses a mix of video lessons and interactive tools to personalize learning for every student. Although there is room to grow... View Details

        Felix Oberholzer-Gee

        Felix Oberholzer-Gee is the Andreas Andresen Professor of Business Administration at Harvard Business School. An award-winning instructor, his academic work and consulting are focused on competitive strategy and the effects of digital technology on corporate... View Details

        Keywords: media; professional services; manufacturing; advertising
        • 09 Nov 2015
        • News

        On Screens and in Windows, Lowe’s Gives (and Gives, and Gives) How-To Help

        • October 2010 (Revised January 2012)
        • Background Note

        Book Publishing in 2010

        By: Stephen P. Bradley and Nancy Bartlett
        Legacy book publishers wrangled with ebook retailers over royalty rates, release strategy, and distribution rights as customer demand for cheaper ebooks eroded publishers' profitable print formats. E-readers like Kindle, as well as Apple's iPad that invigorated the... View Details
        Keywords: Price; Information Publishing; Books; Disruptive Innovation; Demand and Consumers; Distribution; Strategy; Information Technology; Internet and the Web; Publishing Industry
        Related
        • September 2023
        • Case

        Healthy.io: The Negotiation for the Medical Selfie

        By: Amit Goldenberg and Kumba Sennaar
        Healthy.io, an Israeli digital health company, prepares to enter the U.S. market with its chronic kidney disease test. A product safety approval is delayed, putting the company’s cash runway at risk. How should the CEO negotiate his offer to insurance companies ahead... View Details
        Keywords: Negotiation; Entrepreneurship; Venture Capital; Operations; Business Startups; Market Entry and Exit; Health Industry; Israel; United Kingdom; United States
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        • 21 Jun 2007
        • Working Paper Summaries

        Merchant or Two-Sided Platform?

        Keywords: by Andrei Hagiu; Technology
        • September 2016
        • Teaching Note

        Apple Pay

        By: Shelle Santana and Sunil Gupta
        Keywords: Technology; Digital Services And Strategy; Launch; Mobile; Mobile Payments; Apple; Payments; Smartphone; Apple Pay; Eddy Cue; Jennifer Bailey; iOS; Iphone; Marketing; Product; Mobile and Wireless Technology; Product Launch; Finance; Credit Cards; United States; United Kingdom
        Related
        • November 2004
        • Tutorial

        Principles of Microeconomics for Strategists

        By: Felix Oberholzer-Gee, Pai-Ling Yin and Elizabeth Raabe
        Reviews microeconomic principles from a business strategy perspective, using the digital music industry as context. Contains three modules: demand, supply, and equilibrium. The demand module discusses the willingness to pay, market demand, price elasticity, and... View Details
        Keywords: Business Strategy; Supply and Industry; Demand and Consumers; Microeconomics; Balance and Stability; Price; Cost; Revenue; Music Industry
        Related
        • November 2022 (Revised June 2023)
        • Case

        UGG Steps into the Metaverse

        By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley
        In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details
        Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States
        Related
        • December 2019
        • Case

        Gary Vaynerchuk: #GaryVee

        By: Laura Huang and Sarah Mehta
        Fresh out of a public social media debacle, Gary Vaynerchuk needs to reconsider the approach he takes in leading his digital media agency, VaynerMedia. Founded in 2009 by Gary and his brother AJ, VaynerMedia has grown into an unconventional creative marketing agency.... View Details
        Keywords: Entrepreneurship; Leadership Style; Personal Characteristics; Business Growth and Maturation; Marketing; Social Media
        Related
        • October 2016 (Revised April 2018)
        • Case

        DataXu: Selling Ad Tech

        By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
        DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
        Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
        Related
        • Article

        How NFTs Create Value

        By: Steve Kaczynski and Scott Duke Kominers
        How much could a cluster of pixels possibly be worth? More pointedly, why is it worth anything at all? The explosion of NFTs and their accompanying marketplaces have left many baffled, incredulous, and deeply skeptical. But while NFTs may be fetching eye-popping,... View Details
        Keywords: Technological And Scientific Innovation; Crypto Economy; Blockchain; Technological Innovation; Currency; Technology Adoption; Digital Transformation
        Related
        • 02 Aug 2020
        • What Do You Think?

        Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?

        Korrawin SUMMING UP Will Digital Experimentation Take Hold in Industies Outside High Tech? The several responses to this month’s column generally were favorable to the notion that experimentation is gaining momentum as an everyday habit... View Details
        Keywords: by James Heskett; Technology