Product Pivot - Publications - Faculty & Research - Harvard Business School

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November 2022 (Revised March 2024)
Case

Replika AI: Monetizing a Chatbot

By: Julian De Freitas and Nicole Tempest Keller

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details

Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry

October 2023
Case

Fixie and Conversational AI Sidekicks

By: Jeffrey J. Bussgang and Carin-Isabel Knoop

In March 2023, Fixie Co-Founder and Chief Architect Matt Welsh and co-founders had the kind of meeting no founders want to have. The president of leading artificial intelligence (AI) research and deployment firm OpenAI, which had catapulted into fame with its ChatGPT... View Details

Keywords: Large Language Model; Entrepreneurship; Decision Choices and Conditions; AI and Machine Learning; Technological Innovation; Competitive Strategy; Technology Industry; United States

September 2023 (Revised December 2023)
Case

TetraScience: Noise and Signal

By: Thomas R. Eisenmann and Tom Quinn

In 2019, TetraScience CEO “Spin” Wang needed advice. Five years earlier, he had cofounded a startup that saw early success with a hardware product designed to help laboratory scientists in the biotechnology and pharmaceutical spaces more easily collect data from... View Details

Keywords: Entrepreneurship; Business Growth and Maturation; Business Organization; Restructuring; Forecasting and Prediction; Digital Platforms; Analytics and Data Science; AI and Machine Learning; Organizational Structure; Network Effects; Competitive Strategy; Biotechnology Industry; Pharmaceutical Industry; United States; Boston

February 2020 (Revised January 2024)
Case

Wellthy: The Economics of Caring

By: Brian L. Trelstad and Joseph B. Fuller

In 2014, Lindsay Jurist-Rosner (MBA ’09) founded Wellthy, a B2C business that coordinates care for working professionals seeking help to support loved ones with chronic diseases or aging parents. With personal experience as a young professional providing care for her... View Details

Keywords: B2B Vs. B2C; Future Of Work; Health; Social Entrepreneurship; Growth and Development Strategy; Health Industry; United States

October 2007
Case

iPhone vs. Cell Phone

By: David B. Yoffie and Michael Slind

The launch of Apple's iPhone marked a pivotal new chapter in the story of mobile music (the uniting of digital music players with mobile phones). The iPhone combined an iPod music player, a cell phone, and a mobile Internet device, along with a camera and other... View Details

Keywords: Communication Technology; Music Entertainment; Product Launch; Partners and Partnerships; Mobile and Wireless Technology; Communications Industry; Music Industry

October 2022 (Revised November 2023)
Case

Framebridge (A): Reimagining Custom Framing

By: Rembrand Koning and Alicia Dadlani

In December 2018, Susan Tynan, founder and CEO of Framebridge, a four-year-old venture-backed startup that sold online custom framing, formulated plans for the future. Her vision was to revolutionize the $4 billion industry by making custom framing easy, transparent,... View Details

Keywords: Business Startups; Business Strategy; Entrepreneurship; Operations; Consumer Products Industry; United States; District of Columbia; Kentucky

December 2022
Case

To Feed the Planet: Juan Luciano at ADM

By: Joshua D. Margolis, David E. Bell, Damien McLoughlin, Stacy Straaberg and James Weber

In December 2022, Juan Luciano, Chairman and CEO of agribusiness and nutrition giant ADM, considered the next phase of the historic company’s future. Beginning in 2011 when he joined as COO and moving into his tenure as CEO in 2015, Luciano led a transformation of ADM... View Details

January 2014 (Revised January 2014)
Case

Henry Schein: Doing Well by Doing Good?

By: Rebecca Henderson, Raffaella Sadun, Aldo Sesia and Russell Eisenstat

Henry Schein Inc., a distributor of supplies to dentist, physician, and veterinary practices, had sales approaching $9 billion and employed nearly 16,000 people. The company had experienced impressive growth under the leadership of Stanley Bergman and his executive... View Details

July 2022
Teaching Plan

Wellthy: The Economics of Caring

By: Brian Trelstad

Teaching Plan for HBS Case No. 320-028. In 2014, Lindsay Jurist-Rosner (MBA ’09) founded Wellthy, a B2C business that coordinates care for working professionals seeking help to support loved ones with chronic diseases or aging parents. With personal experience as a... View Details

Keywords: B2B Vs. B2C; Future Of Work; Health; Social Entrepreneurship; Growth and Development Strategy; Health Care and Treatment; Recruitment; Corporate Social Responsibility and Impact; Health Industry; United States

2024
Book

Fintech, Small Business & the American Dream: How Technology Is Transforming Lending and Shaping a New Era of Small Business Opportunity

By: Karen G. Mills

The second edition of Fintech, Small Business & the American Dream, builds on the groundbreaking 2019 book with new insights on how technology and artificial intelligence are transforming small business lending. This ambitious view covers the significance of... View Details

Keywords: Fintech; AI; AI and Machine Learning; Small Business; Economy; Technology Adoption; Credit; Financing and Loans; Analytics and Data Science

May 2018 (Revised January 2019)
Case

AirFox (A): Embracing the Blockchain and an ICO

By: Jeffrey J. Bussgang, Edward B. Berk and Nate Schwalb

In summer 2017, Victor Santos, CEO of AirFox, considered whether to pivot his startup towards a new product built with blockchain—a quickly growing technology at the time. AirFox was an early stage startup that sold Software-as-a-Service (SaaS) to small telecom... View Details

Keywords: Blockchain; Cryptocurrency; Initial Coin Offering; ICO; Business Startups; Finance; Currency; Strategy; Decision Making; United States

15 Jan 2019
Blog Post

Interning in the Retail Sector

Jasmyn Beausejour, MBA 2019, describes his summer at Wayfair. As a native from Montreal and having worked in management consulting, Jasmyn was excited by the opportunity to analyze Wayfair’s expansion and segmentation into the Canadian market. His role View Details

Keywords: Consumer Products / Retail

September 2024 (Revised December 2024)
Case

Discovery Bank

By: Felix Oberholzer-Gee, Pippa Tubman Armerding and Namrata Arora

In May 2023, Hylton Kallner, CEO of Discovery Bank, prepared to present two pivotal proposals to the board of Discovery Limited, the bank’s parent company. His first proposal aimed to integrate Discovery’s suite of apps, positioning the banking app as the central... View Details

Keywords: Leadership; Health Industry; Insurance Industry; Banking Industry; South Africa

November 2018 (Revised June 2022)
Teaching Note

AirFox (A): Embracing the Blockchain and an ICO

By: Jeffrey J. Bussgang and Nathaniel Schwalb

Teaching Note for HBS No. 818-097. In summer 2017, Victor Santos, CEO of AirFox, considered whether to pivot his startup towards a new product built with blockchain—a quickly growing technology at the time. AirFox was an early stage startup that sold... View Details

Keywords: Blockchain; Cryptocurrency; Initial Coin Offering; ICO; Business Startups; Finance; Currency; Strategy; Decision Making; United States

2025
Article

Educating Students and Professionals on the Business Implications of Climate Change

By: Michael W. Toffel

As climate change poses unprecedented challenges and opportunities, the private sector must play a pivotal role in both adaptation and mitigation efforts. This article discusses the new Harvard Business School Online course, Business and Climate Change, designed to... View Details

Keywords: Climate Impact; Online Courses; Online Education; Decarbonization; Mitigation Policies; Climate Risk; Climate Change; Risk Management; Science; Policy; Business Education; Adaptation

November 2015 (Revised August 2016)
Case

Unilever's New Global Strategy: Competing through Sustainability

By: Christopher A. Bartlett

In January 2009, when Paul Polman was appointed CEO of Unilever, he inherited a company in long-term decline at the beginning of a major global financial crisis. As the first outsider ever recruited to lead the company, Polman lost little time in challenging the... View Details

Keywords: Globalized Firms and Management; Corporate Social Responsibility and Impact; Competitive Strategy; Environmental Sustainability; Consumer Products Industry

14 Feb 2017
First Look

First Look at New Research: February 14

transactional media marketplace and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu’s large brand and advertising agency clients found the new View Details

Keywords: Sean Silverthorne

November 2018
Case

Yatooq: Longing for Arabic Coffee

By: Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy

As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or... View Details

16 Apr 2020
Research & Ideas

Has COVID-19 Broken the Global Value Chain?

The coronavirus pandemic has not only disrupted lives and businesses, it has illuminated underlying fragilities in the global value chain (GVC) that drives economies around the world. The smartphone you use many times daily is a product... View Details

Keywords: by Sean Silverthorne

February 2024
Case

Does “Matter” Matter? Amazon and Open Standards in the Smart Home Industry

By: Frank Nagle

In early 2023, the smart home industry stood at a pivotal juncture. The recent launch of “Matter” version 1.0, an ambitious interoperability standard developed by the Connectivity Standards Alliance (CSA), promised to unify a fragmented market plagued by incompatible... View Details

Keywords: Digital Platforms; Resource Allocation; Standards; Business Strategy

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