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2015
Working Paper

Multi-Sided Platforms

By: Andrei Hagiu and Julian Wright

We study the economic tradeoffs that drive organizations to position themselves closer to or further away from a multi-sided platform (MSP) business model, relative to three traditional alternatives: vertically integrated firms, resellers or input suppliers. These... View Details

Keywords: Two Sided Markets; Reseller; Business Model; Multi-Sided Platforms; Vertical Integration

June 2016 (Revised January 2018)
Case

Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers

By: Thales S. Teixeira and Morgan Brown

By 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable... View Details

Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two Sided Markets; Digital Platforms; Marketing; Digital Marketing; Growth Management; Service Industry

November 2014 (Revised February 2016)
Case

DoubleDutch

By: Frank V. Cespedes and Matthew G. Preble

Lawrence Coburn and Pankaj Prasad, co-founders of the event solution startup DoubleDutch, have to make a significant decision about their young company's sales function. DoubleDutch's key product was a mobile application (app) and event management platform that... View Details

Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Sales Force Management; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia

August 2007 (Revised June 2020)
Case

Trouble with a Bubble

By: Tom Nicholas

Examines technology, firm performance, and the stock market during the 1929 Great Crash and the Great Depression of the 1930s. The 1920s was an extraordinary period of technological progress marked by a strong run-up in stock market prices. Firms invested heavily in... View Details

Keywords: Bubble; Stock Market; Great Depression; Irving Fisher; Information Technology; Organizational Change and Adaptation; History; Financial Markets; Performance; Labor and Management Relations; Equity; Financial Crisis; Innovation and Invention; United States

May 2022 (Revised July 2022)
Case

The Voice War Continues: Hey Google vs. Alexa vs. Siri in 2022

By: David B. Yoffie and Daniel Fisher

In 2022, after five years of pursuing a new "AI-first" strategy, Google had captured a sizeable share of the American and global markets for voice assistants. Google Assistant was used by hundreds of millions of users around the world, but Amazon retained the largest... View Details

Keywords: Strategy; Artificial Intelligence; Deep Learning; Voice Assistants; Smart Home; Market Share; Globalized Markets and Industries; Competitive Strategy; Digital Platforms; AI and Machine Learning; Technology Industry; United States

Teaching Interest

Overview

By: John A. Deighton

I teach about the ecosystem of big data, the role of data in advertising and creative industries, and customer management and personal privacy in an era of individual addressability. View Details

Keywords: Digital Marketing; Database Marketing; Social Media; Data Analytics; Information; Advertising; Marketing; Media; Technology; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry; Information Technology Industry

May 2021 (Revised November 2024)
Case

Colombia: An Economic Premium to Peace?

By: Richard Vietor

Colombia, once the fastest growing country in Latin America, continues to struggle with productivity. Both labor productivity and total factor productivity have been low for the past decade, despite economic growth of 4.7% annually. Many factors contribute, which... View Details

September 2014 (Revised April 2016)
Case

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris

Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar... View Details

Keywords: Marketing; Innovation; Product Adoption; Technological Innovation; Technology Adoption; Energy Conservation; Product Launch; Consumer Products Industry; North Carolina

June 2015 (Revised November 2015)
Case

Akbank: Options in Digital Banking

By: Rajiv Lal and Esel Çekin

This case discusses the digitalization strategies of a leading bank in Turkey, Akbank, and how to position its digital banking products going forward. The Turkish banking industry was undergoing a transformation prompted by the demands of the country's digitally savvy,... View Details

Keywords: Marketing; Banking; Emerging Market; Regulations; Channels; Digitization; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Emerging Markets; Distribution Channels; Banks and Banking; Digital Transformation; Banking Industry; Financial Services Industry; Turkey

2010
Article

The Strategic Use of Brand Biographies

By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor

We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details

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2022
Working Paper

Do Startups Benefit from Their Investors' Reputation? Evidence from a Randomized Field Experiment

By: Shai Benjamin Bernstein, Kunal Mehta, Richard Townsend and Ting Xu

We analyze a field experiment conducted on AngelList Talent, a large online search platform for startup jobs. In the experiment, AngelList randomly informed job seekers of whether a startup was funded by a top-tier investor and/or was funded recently. We find that the... View Details

Keywords: Startup Labor Market; Investors; Randomized Field Experiment; Certification Effect; Venture Capital; Business Startups; Human Capital; Job Search; Reputation

September 2014 (Revised September 2015)
Case

Doing Business in Morocco

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer

This case examines the challenges and opportunities of doing business in Morocco. It highlights Morocco's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of... View Details

Keywords: Emerging Market; Emerging Economies; Africa; Global Strategy; Operations Management; Development Economics; Geographic Scope; Globalization; Business History; Emerging Markets; Market Entry and Exit; Operations; Strategy; Auto Industry; Africa; Morocco

2009
Working Paper

Why Do Intermediaries Divert Search? - Companion Paper

By: Andrei Hagiu and Bruno Jullien

This companion paper contains several extensions of the model presented in our main paper - Hagiu and Jullien (2009). View Details

Keywords: Market Intermediation; Search; Two Sided Markets; Platform Design; Demand and Consumers; Motivation and Incentives; Internet and the Web; Digital Platforms; Distribution Channels; Business Strategy; Retail Industry

July 2014 (Revised August 2015)
Case

Qihoo

Qihoo, one of the largest Internet companies in China today, was founded in 2005. The company started its business by offering a security software product, and quickly dominated the market in China after its unusual move of giving its product away for free in 2009.... View Details

Keywords: Platform Strategy; Business Model Innovation; Chinese Internet Market; Competitive Strategy; Information Technology; Digital Platforms; Internet and the Web; Information Technology Industry

September 2016 (Revised February 2017)
Case

Angie's List: Ratings Pioneer Turns 20

By: Robert J. Dolan and Ayelet Israeli

In 1995, before people “googled” or “yelped,” Angela Hicks (HBS, 2000) was establishing her Angie’s List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it,... View Details

2020
Working Paper

(When) Does Appearance Matter? Evidence from a Randomized Controlled Trial

By: Prithwiraj Choudhury, Tarun Khanna, Christos A. Makridis and Subhradip Sarker

While there is evidence about labor market discrimination based on race, religion, and gender, we know little about whether physical appearance leads to discrimination in labor market outcomes. We deploy a randomized experiment on 1,000 respondents in India between... View Details

Keywords: Behavioral Economics; Coronavirus; Discrimination; Homophily; Labor Market Mobility; Limited Attention; Resumes; Personal Characteristics; Prejudice and Bias

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

September 2012 (Revised September 2015)
Case

Doing Business in Turkey

By: Felix Oberholzer-Gee, Robin J. Ely, Daniela Beyersdorfer, Emilie Billaud and Cigdem Çelik

In a rather flat international business environment characterized by shrinking markets and economic turmoil, Turkey promoted itself as one of the safe havens for investments. Led by the strong domestic demand of a young population, the country had tripled its GDP... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Fieldwork; Emerging Markets; Business Ventures; Strategy; Turkey

January 2019 (Revised October 2019)
Case

Glossier: Co-Creating a Cult Brand with a Digital Community

Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details

June 21, 2019
Article

When Tech Companies Compete on Their Own Platforms

One common complaint from third parties about platform businesses is that they see what succeeds on their platforms and then enter the most profitable areas themselves, often decimating third parties in the process. Studies have identified several motivations for... View Details

Keywords: Platform-based Markets; Platform-owner Entry; Digital Platforms; Market Entry and Exit; Competition

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