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August 2013 (Revised July 2024)
Case

Amazon in 2024

By: Sunil Gupta and Margaret L. Rodriguez

Amazon launched its website in July 1995 to sell books online and by 2020 it has grown to become a digital giant with over $280 billion in annual sales. A large part of its growth came from expanding into a variety of businesses that some see as unrelated. Has it... View Details

Keywords: Platforms; Complements; Showrooming; Ecosystem; Growth Strategy; Competitive Advantage; Network Effects; Internet and the Web; Business Model; Competitive Strategy; Growth and Development Strategy; Digital Platforms; Retail Industry; Publishing Industry

August 2013
Technical Note

Raising the Level of Abstraction

This technical note discusses abstraction as a way of generalizing a process or component for wider application. By hiding complexity inside a module, abstraction enables system designers to think at a higher level. This lowers entry barriers to using (and reusing) a... View Details

Keywords: Abstraction; Modularity; Commercialization; Information Technology; Information Infrastructure; Information Technology; Applications and Software; Digital Platforms; United States; Asia; Europe

June 2013 (Revised August 2013)
Case

AVA.ph: Growing a Filipino E-Commerce Company

By: William R. Kerr and Henry Motte-Munoz

AVA is a three-year old e-commerce company in the Philippines. From its early start mimicking the Gilt Groupe concept of online flash sales, the company has grown into a broader e-commerce platform for local fashion commerce. Oliver Segovia needs to evaluate where AVA... View Details

Keywords: Digital Platforms; Business Growth and Maturation; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Fashion Industry; Retail Industry; Philippines

2013
Dissertation

Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics

By: Clarence Lee, Vineet Kumar and Sunil Gupta

Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details

Keywords: Discrete-Continuous Choice Dynamic Structural Models; Bayesian Estimation; Word-of-Mouth; Digital Services; Freemium; Entrepreneurship; Business Model; Motivation and Incentives; Marketing Strategy; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Business Startups

March 2013
Case

Grupo ABC and Nizan Guanaes's Path from Brazil to the World

By: Rosabeth Moss Kanter, Gustavo Herrero and Ricardo Reisen De Pinho

Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the top 10 by 2015. Grupo ABC thrived by identifying national (Brazilian) challenges and incorporating... View Details

Keywords: Management; Global Business; Advertising Agency; Opportunities; Globalized Firms and Management; Advertising; Global Strategy; Business Strategy; Digital Marketing; Advertising Industry; Brazil

March 2013 (Revised April 2014)
Case

Barnes & Noble: Managing the E-Book Revolution

By: Alan MacCormack, Brian Kimball Dunn and Chris F. Kemerer

The case describes competition in the market for E-Books, and Barnes & Noble's Strategy in this industry. As a traditional retailer, B&N was challenged by the introduction of digital technologies that allow books to be published, distributed and sold to consumers... View Details

Keywords: Innovation; Technology Strategy; Platform Competition; Innovation Strategy; Information Technology; Product Development; Digital Platforms; Standards; Disruptive Innovation; Retail Industry; Publishing Industry; North America

February 2013
Article

Digitization, Innovation, and Copyright: What Is the Agenda?

By: Shane Greenstein, Josh Lerner and Scott Stern

This essay discusses the need for research on the consequences of digitization, as well as the impact of alternative policies governing the creation and use of digital information. This agenda focuses on the development of research to investigate the economics of... View Details

Keywords: Information Technology; Research; Copyright; Information Management; Innovation and Invention

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December 2012 (Revised October 2022)
Case

Plastiq

By: Jeffrey J. Bussgang, Gaurav Jain, Liroy Haddad, Luke Langford and Matt Noble

The young CEO of a venture-backed startup needs to figure out his go to market strategy and the right profile for his first key sales hires. Should he develop partnerships with channels that would provide leverage or build out a direct sales force? And should the sales... View Details

Keywords: Payments; Sales; Channels; Credit Cards; Digital Platforms; Selection and Staffing; Cost vs Benefits; Salesforce Management; Marketing Channels; Business Startups; Business Strategy; Marketing Strategy; Partners and Partnerships; Management Systems

December 2012 (Revised April 2025)
Case

AmTran Technology Ltd.

By: Willy Shih, Jyun-Cheng Wang and Karen E. Robinson

As an original design manufacturer (ODM) of television sets and leading supplier to Vizio, a market leader in the U.S. for LCD flat panel TVs, AmTran Technology Ltd. uses what founder Alpha Wu describes as a "WE" model in which western companies perform sales,... View Details

December 2012 (Revised September 2022)
Case

BabbaCo

By: Jeffrey J. Bussgang and Gaurav Jain

Having just raised a Series B financing, the case protagonist is faced with a tough decision: should she "step on the gas" and scale the customer base, or continue focusing on fine-tuning the product and business model. The case describes the various marketing channels... View Details

Keywords: Subscription; Marketing; Scaling; Product-market Fit; Online Marketing; Customers; Decisions; Expansion; Marketing Channels; Business Startups; Growth and Development Strategy; Digital Marketing; Marketing Strategy

December 2012
Background Note

Are Daily Deals Good for Merchants?

By: Sunil Gupta, Timothy Keiningham, Ray Weaver and Luke Williams

In the relatively short time since Groupon was founded, the response to "daily deals"—services that promote businesses by marketing deeply discounted, pre-paid vouchers to an online subscriber base—has by all accounts been spectacular. Our evaluation of daily deals is... View Details

Keywords: Marketing; Technology; Business Strategy; Digital; Marketing Strategy; Web Services Industry

November 2012 (Revised May 2013)
Case

ASUSTeK and the Google Nexus 7 Tablet

By: Willy C. Shih and Jyun-Cheng Wang

Days after Jerry Shen introduced a new tablet computer at the Consumer Electronics Show, a Google meeting convinced him to go with a lower price point and co-branding as the Nexus 7. While his company would have a premier position at launch, companies like Samsung... View Details

November 2012 (Revised August 2013)
Supplement

Global Unichip Corporation (B)

By: Willy Shih and Chen-Fu Chien

Jim Lai, President of Global Unichip Corporation (GUC), mapped out the changes he saw coming to the global semiconductor industry. The big question was how many system developers would start coming directly to GUC. View Details

October 2012 (Revised August 2013)
Case

Global Unichip Corporation (A)

By: Willy Shih and Chen-Fu Chien

Global Unichip Corporation (GUC) is a design services company that acts as a front-end to TSMC, the world's largest semiconductor foundry. In so doing, it masked the complexity of the latest process technologies, and reduced the entry barriers for small firms to... View Details

September 2012 (Revised April 2013)
Case

Digital Microscopy at Carl Zeiss: Managing Disruption

Ulrich Simon, the head of the Microscopy business group at Carl Zeiss AG knew that his unit was facing a disruptive threat, so he chartered a special team to tackle the industrial segment. Given a high degree of autonomy, the project team developed an understanding of... View Details

Keywords: Modularity; High Technology Products; Emergent Strategy; Product Lines; Corporate Strategy; Digital Platforms; Disruptive Innovation; Technology Industry; Germany

September 2012
Case

Ringier - Building a Digital-Age Media Company

By: Felix Oberholzer-Gee

Overview of the strategic re-orientation and diversification of Ringier, a Swiss based media company, as they confront the challenges of staying competitive and profitable in the new and increasingly digital media landscape. View Details

Keywords: Media And Publishing; Publishing; Media; Organizational Structure; Strategy; Diversification; Publishing Industry; Media and Broadcasting Industry; Switzerland

July 2012 (Revised April 2014)
Case

Research In Motion: The Mobile OS Platform War

By: Alan MacCormack, Brian Dunn and Chris F. Kemerer

The case describes competition in the market for smart phones in the US, and the position of one player, Research In Motion (RIM) who manufacture the popular Blackberry line of products. Early in 2011, RIM is in trouble. Its stock price has plummeted, amidst poor... View Details

Keywords: Innovation; Product Development; Technology Strategy; Platform Strategy; Software; Hardware; Technological Innovation; Innovation Strategy; Information Infrastructure; Mobile and Wireless Technology; Digital Platforms; Applications and Software; Telecommunications Industry; Technology Industry; Canada; United States

2012
Article

Exploring Re-Identification Risks in Public Domains

By: Aditi Ramachandran, Lisa Singh, Edward Porter and Frank Nagle

While re-identification of sensitive data has been studied extensively, with the emergence of online social networks and the popularity of digital communications, the ability to use public data for re-identification has increased. This work begins by presenting two... View Details

Keywords: Safety; Analytics and Data Science; Social and Collaborative Networks

June 2012 (Revised October 2012)
Teaching Note

TripAdvisor (TN)

By: Sunil Gupta

By 2010, TripAdvisor (TA) was the largest travel site in the world operating in 24 countries and 16 languages, with listings for 455,000 hotels, 92,000 attractions and 564,000 restaurants in over 71,000 destinations worldwide. It had over 40 million reviews from 35... View Details

Keywords: Marketing; Digital Marketing; Marketing Strategy; Internet and the Web; Travel Industry; Tourism Industry; China; United States

February 2012 (Revised January 2013)
Case

The New York Times Paywall

By: Vineet Kumar, Bharat Anand, Sunil Gupta and Felix Oberholzer-Gee

On March 28, 2011, The New York Times website became a restricted site where most of the content was protected behind a "paywall." Users who exceeded the limit of 20 free articles per month were required to pay for either a digital or print subscription. The newspaper... View Details

Keywords: Newspapers; Strategy; Journalism and News Industry; Publishing Industry

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