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  • March 2020
  • Case

Thingtesting: Launching a Brand Discovery and Testing Digital Community

By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander... View Details
Keywords: Influencer Marketing; Monetization; Female Ceo; Female Entrepreneur; Female Protagonist; Influencers; Influencer; Direct-to-consumer; Marketing; Brands and Branding; Marketing Strategy; Venture Capital; Entrepreneurship; Marketing Communications; Consumer Products Industry; Financial Services Industry; Advertising Industry; London; United Kingdom; United States; Europe; North America
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  • February 2021 (Revised May 2021)
  • Case

SafeGraph: Selling Data as a Service

By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on... View Details
Keywords: Data As A Service; Monetization; Pricing; Business Startups; Analytics and Data Science; Consumer Behavior; Analysis; Business Model; Health Pandemics; Information Industry; United States
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  • September 2014 (Revised June 2016)
  • Case

edX: Strategies for Higher Education

By: David Collis, Matthew Shaffer and Ashley Hartman
In May 2012, Harvard University and the Massachusetts Institute of Technology (MIT) founded edX, a new non-profit joint venture that would provide a platform for massive open online courses (MOOCs). edX did not produce original courses or instructional content—it made... View Details
Keywords: MOOCS; edX; Online Platforms; Online Education; Harvard University; MIT; Execution; Monetization; Brand Management; Higher Education; Information Technology; Strategy; Disruptive Innovation; Digital Platforms; Education Industry
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  • January 2015 (Revised May 2018)
  • Case

$19B 4 txt app WhatsApp...omg!

By: David Collis, Ashley Hartman and Aakash Mehta
In February 2014, Facebook announced the acquisition of WhatsApp for $19 billion. WhatsApp, founded in 2009, was a relatively young company that employed only 50 people and earned merely $10 million in revenue in 2013. It was one of many mobile messaging services that... View Details
Keywords: WhatsApp; Facebook; Mobile Messaging; Social Network; Acquisitions; Value Added; Strategy Alignment; Monetization; Social Platforms; Technology; Strategy; Corporate Strategy; Acquisition; Communication Technology; Social and Collaborative Networks; Value Creation; Social Media; Applications and Software; Digital Platforms; Communications Industry; Information Technology Industry
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  • January 2015 (Revised April 2015)
  • Case

Zeal: Launching Personalized and Social Learning

By: John J-H Kim and Christine S. An
Set in 2014, this case follows John Danner and his team at Zeal as they consider their product development strategy. In February 2013, serial entrepreneurs John Danner and Sanjay Noronha co-found Zeal, an education technology start up providing a web-based, mobile... View Details
Keywords: Entrepreneurship; Education Technology; MVP; Product Development; Product Market Fit; Monetization Strategy; SaaS Business Models; Education; Personalized Learning
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  • 2016
  • Book

Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

By: Elie Ofek, Eitan Muller and Barak Libai
This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details
Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development
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  • Spring 2020
  • Article

The Future of Platforms

By: Michael A. Cusumano, David B. Yoffie and Annabelle Gawer
Platforms power the world’s most valuable companies, but it will get harder and harder to capture and monetize their disruptive potential. View Details
Keywords: Platform Businesses; Platform; Strategy; Digital Platforms
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  • March 2009 (Revised September 2013)
  • Case

Yelp

By: Mikolaj Jan Piskorski, David Chen and Aaron Smith
Yelp was a popular online destination for reviews of local establishments, written by volunteer Internet users and read by 60 million people per month. However, the company was far from profitable. The CEO needs to decide between two options to increase the revenue.... View Details
Keywords: Digital Marketing; Business Model; Profit; Revenue; Marketing Strategy; Sales; Internet and the Web; Advertising Industry
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  • September 2009 (Revised February 2011)
  • Case

Intellectual Ventures

By: Andrei Hagiu, David B. Yoffie and Alison Berkley Wagonfeld
Intellectual Ventures creates and acquires intellectual property, which it then seeks to monetize through non-exclusive licensing. In early 2009, as an increasing number of companies were trying to position themselves as leading intermediaries in the market for... View Details
Keywords: Business Model; Innovation and Invention; Intellectual Property; Rights; Service Operations; Research and Development; Technology; Service Industry
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  • March 2022 (Revised April 2022)
  • Teaching Note

Spotify's Audio-First Strategy: Leading the Podcasting Market

By: Hong Luo and Carol Lin
Teaching Note for HBS Case No. 721-439. Within 15 years, CEO Daniel Ek had led Spotify from an ambitious startup to a multi-billion dollar company that had transformed the music industry. As part of Spotify’s next phase of growth, the platform would invest heavily in... View Details
Keywords: Business Startups; Growth and Development Strategy; Business Divisions; Customer Relationship Management; Revenue; Music Industry
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  • 11 Feb 2020
  • News

The Future of Platforms

  • 18 Aug 2015
  • News

Turning a Profit When Your Product is Free

  • 24 Nov 2020
  • Working Paper Summaries

Accounting for Product Impact in the Consumer Finance Industry

Keywords: by George Serafeim and Katie Trinh; Financial Services
  • January 2010 (Revised January 2014)
  • Case

Twitter

By: Mikolaj Jan Piskorski, David Chen, Bill Heil and Aaron Smith
Twitter is a micro-blogging company that allows users to send short text updates to others. The site is used by people, including celebrities, government officials, and businesses. It helps to raise money for non-profit organizations and provides first-responders with... View Details
Keywords: Blogs; Revenue; Information Publishing; Growth and Development Strategy; Social and Collaborative Networks; Web
Related
  • 13 Jul 2021
  • News

Strategies for Underdogs: How Alibaba’s Taobao Beat eBay in China

  • 20 May 2008
  • News

Harvard Business School Introduces Executive Education Program on Maximizing the Value of Intellectual Property

  • June 2000 (Revised September 2000)
  • Case

Amazon.com: Exploiting the Value of Digital Business Infrastructure

By: Lynda M. Applegate and Meredith Collura
Enables a thorough analysis of Amazon.com and the company's value proposition, in terms of its business concept, digital business capabilities, and community and shareholder value. Examines the company's complex set of business models and web of business relationships,... View Details
Keywords: Entrepreneurship; Asset Pricing; Capital; Financial Management; Technological Innovation; Business or Company Management; Growth and Development Strategy; Relationships; Competitive Strategy; Information Technology Industry; Web Services Industry
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  • October 2017
  • Case

Updating Dating

By: Thomas R. Eisenmann, Scott Duke Kominers and Alan Lam
To identify design ideas for their own startup, two MBAs compare the different profiling, matching, and monetization approaches employed by five incumbent dating services: Coffee Meets Bagel, OKCupid, Jiayuan, Dating Ring, and HurryDate. View Details
Keywords: Marketplace Design; Dating Services; Entrepreneurship; Market Design; United States; China
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  • 28 Apr 2015
  • First Look

First Look: April 28

an iPref plus a common share? Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/215037-PDF-ENG Harvard Business School Case 815-093 Codecademy: Monetizing a Movement? Codecademy, an open-platform, online community for learning... View Details
Keywords: Sean Silverthorne
  • 17 Aug 2022
  • News

Behind the Research: Jeremy Yang