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April 2025
Teaching Note

Tabby: Winning Customers' Digital Wallets

By: Eva Ascarza

Teaching Note for HBS Case No. 524-056. Tabby, a Saudi-based fintech founded in 2019, rapidly became one of the MENA region’s first unicorns by offering buy-now-pay-later (BNPL) services with a unique twist: instead of charging end consumers, it partnered with... View Details

Keywords: Fintech; Business Startups; Marketing; Entrepreneurship; Growth and Development Strategy; Business Strategy; Business Model; Competitive Strategy; Financial Services Industry; Middle East; Saudi Arabia; United Arab Emirates

April 2025
Case

Sharon Goldberg and BastionZero

By: Jeffrey J. Bussgang, James Barnett and Maxim Pike Harrell

In December 2023, BastionZero co-founder and CEO Sharon Goldberg considered her startup’s future. Established in 2017 as a blockchain company focused on improving the security of cryptocurrency trading, in March 2020 the VC-backed startup shifted focus to a new... View Details

Keywords: Business Startups; Entrepreneurial Finance; Technological Innovation; Business Strategy; Business Exit or Shutdown

April 2025
Supplement

Velong: Rethinking “Made in China” (B)

By: Krishna G. Palepu, Billy Chan and Nancy Dai

After much deliberation, the founders of Velong formed a joint venture with two local partners in India as they calculated that India could remain intact amidst the rising tensions over trade between the U.S. and China. By choosing India to diversify away from China,... View Details

Keywords: Business and Government Relations; Globalization; Supply Chain Management; Risk Management; Diversification; Joint Ventures; Manufacturing Industry; China; India

March–April 2025
Article

Strategy in an Era of Abundant Expertise: How to Thrive When AI Makes Knowledge and Know-How Cheaper and Easier to Access

By: Bobby Yerramilli-Rao, John Corwin, Yang Li and Karim R. Lakhani

The AI era is in its early stages, and the technology is evolving extremely quickly. Providers are rapidly introducing AI "copilots," "bots," and "assistants" into applications to augment employees' workflows. Examples include GitHub Copilot for coding, ServiceNow... View Details

Keywords: AI; AI and Machine Learning; Performance Productivity; Experience and Expertise; Technology Adoption

April 2025
Case

Netflix in 2024

By: Jan Rivkin and David Allen

In 2024, Netflix appeared to emerge victorious from the “streaming wars” that it had waged in recent years with the likes of Disney, Warner Bros. Discovery, Apple, and Amazon. What had allowed Netflix not only to succeed in the streaming wars but also to thrive for... View Details

Keywords: Entertainment; Film Entertainment; Television Entertainment; Digital Platforms; Internet and the Web; Organizational Culture; Strategy; Adaptation; Business Strategy; Entertainment and Recreation Industry; Motion Pictures and Video Industry; United States

April 2025
Case

Setting a CEO Agenda: Ole Rosgaard at Greif

By: Krishna Palepu and Kerry Herman

Since taking over as CEO of industrial packaging giant Greif, Ole Rosgaard has focused on growing the company and improving the perception of its value by the capital markets. He and his senior leadership team have made inroads to this end, including adjusting the... View Details

Keywords: Leadership; Valuation; Governing and Advisory Boards; Growth and Development Strategy; Organizational Culture; Industrial Products Industry; North America; Europe

April 2025
Case

Pouring Oil on Troubled Waters: Vickers Oils and Resolving Family Conflict over Generations

By: Lauren Cohen, Octavian Graf Pilati and Sophia Pan

Will Vickers, a seventh-generation (G7) member of the Vickers Family, grappled with a pressing challenge: how to re-integrate family members into the firm to recover lost talent. His father, Peter Vickers, was the lone leader of the Vickers Oils—despite having stepped... View Details

Keywords: Shareholder; Involvement; Family Office; Family Firms; Family Business; Business Growth and Maturation; Experience and Expertise; Retention; Leadership Development; Business or Company Management; Management Succession; Organizational Structure; Family Ownership; Family and Family Relationships; Diversification; Conflict and Resolution; Consumer Products Industry; United Kingdom

April 2025
Case

Breezm: Innovative 3D-Printed Eyewear (A)

By: Juan Alcácer, Brian Mao Fu and Adina Wong

In 2023, Breezm, a South Korean startup, faced a strategic decision about how to grow its innovative 3D-printed, custom-fit eyewear business. Co-founded in 2017 by Zenma Park and Wooseok Sung, Breezm combined facial scanning, AI, and in-house production to solve the... View Details

Keywords: 3D Printing; Eyeyewear; Growth; Business Startups; AI and Machine Learning; Technological Innovation; Growth and Development Strategy; Risk and Uncertainty; Expansion; South Korea

April 2025
Supplement

ZEISS: Commercializing Science

By: Maria P. Roche and Richie Zitomer

Spreadsheet Supplement for HBS Case No. 725-359. View Details

April 2025
Case

Salesforce Agentforce: The Limitless Workforce

By: Suraj Srinivasan, Allison Ciechanover and George Gonzalez

In early 2025, Salesforce was a global leader in cloud-based enterprise software, best known for pioneering customer relationship management (CRM) delivered as a service. Over the past two decades, the company had expanded into marketing, customer service, analytics,... View Details

Keywords: Business Model; Customer Relationship Management; Price; AI and Machine Learning; Technology Adoption; Organizational Change and Adaptation; Sales; Business Strategy; Ethics; Product Launch; Technology Industry; United States

March 2025
Case

Mobvoi's Path Through Market Challenges and Business Reinvention

By: Paul A. Gompers and Shu Lin

Founded in 2012, Mobvoi evolved through multiple transformations—from AI-driven voice technology to smart wearables and later AI-generated content. Backed by major investors, the company navigated shifts in strategy while facing two failed IPO attempts. As market... View Details

Keywords: Business Startups; Entrepreneurship; AI and Machine Learning; Transformation; Initial Public Offering; Business Strategy; Technology Industry; China

March 2025 (Revised June 2025)
Case

Designing the Future of Work: Atlassian's Distributed Work Practices

By: Ashley Whillans and Gabriel Rondón Ichikawa

In early 2020, the software company Atlassian made a bold commitment: employees could work from anywhere—forever. While many tech peers reversed course on remote work, Atlassian worked to optimize their fully distributed model across 13 countries. This case follows... View Details

Keywords: Transformation; Working Conditions; Management Practices and Processes; Product Development; Organizational Culture; Business Strategy; Employees; Technology Industry

March 27, 2025
Article

How One Company Used AI to Broaden Its Customer Base

By: Sunil Gupta and Frank V. Cespedes

The software company SAP successfully leveraged AI tools to begin selling to the small and medium enterprises (SMEs) market, which had previously been uneconomical for its in-person sales approach. By mapping the customer journey and deploying over 40 AI tools, SAP... View Details

Keywords: AI and Machine Learning; Sales; Business Strategy; Market Entry and Exit

March 2025
Case

Calyx Global: Rating Carbon Credits

By: Michael W. Toffel and Adam Chen

This case describes how rating agencies and other organizations are seeking to improve the quality of carbon credits sold in the voluntary carbon market to organizations seeking to use them to supplement their internal decarbonization efforts to meet their net zero... View Details

Keywords: Service Design; Certification; Auditing; Auditor Reputation; Carbon Credits; Carbon; Rating Agency Disagreement; Ratings; Climate Change; Business Model; Environmental Sustainability; Corporate Social Responsibility and Impact; Conflict of Interests; Reputation; Business Strategy

March 2025
Case

Niramai: An AI Solution to Save Lives

By: Rembrand Koning, Maria P. Roche and Kairavi Dey

Founded in 2017, Niramai developed Thermalytix, a breast cancer screening tool. Thermalytix used a high-resolution thermal sensing device and machine learning algorithms to analyze thermal images and detect tumors. Its patented solution leveraged big data analytics,... View Details

Keywords: Entrepreneurship; AI and Machine Learning; Technology Adoption; Health Care and Treatment; Innovation and Management; Entrepreneurial Finance; Business Strategy; Science-Based Business; Technology Industry; Health Industry; Asia; India; South Asia

March 2025 (Revised April 2025)
Case

Perplexity: Redefining Search

By: Suraj Srinivasan, Michelle Hu, Sriraghav Srinivasan and Radhika Kak

By early 2025, Perplexity had rapidly evolved from a modest startup into a popular "answer engine" valued at $9 billion. The company had boldly positioned itself as the disruptor to Google aiming to redefine search for the AI age. Through novel AI... View Details

Keywords: AI and Machine Learning; Venture Capital; Innovation Leadership; Technological Innovation; Internet and the Web; Business Startups; Competitive Strategy; Business Model; Technology Industry; United States

March 2025
Case

Taylor Guitars: Making Employee Ownership Work the Taylor Way

By: Dennis Campbell, Petros Kusmu and Stacy Straaberg

In 2013, guitar manufacturer Taylor Guitars’ co-founders Bob Taylor and Kurt Listug were considering several exit options including selling to a competitor or to a private equity firm. The co-founders decided, instead, to embark on a seven-year process to transfer 100%... View Details

March 2025
Supplement

Wasabi Technologies (B)

By: Lou Shipley and Stacy Straaberg

Set in 2019, the “Wasabi Technologies (A)” case centers on Wasabi Technologies (Wasabi), a successful hot cloud storage company based in Boston, Massachusetts. Founder and CEO David Friend is ready to scale the four-year-old venture rapidly. Wasabi had so far focused... View Details

Keywords: Information Management; Sales; Product Development; Growth and Development Strategy; Business Strategy; Information Technology Industry; United States; Massachusetts; Boston

March 2025 (Revised May 2025)
Case

Xfund and Sam Altman: Finding Harvard's Best Generative AI Founders

By: Suraj Srinivasan

On May 1, 2024, Xfund Managing Partners Patrick Chung and Brandon Farwell, hosted a high-stakes venture pitch session designed to select one startup for a minimum $100,000 investment. This “Xperiment Stake” competition, dedicated to startups in the Generative AI... View Details

Keywords: AI and Machine Learning; Venture Capital; Innovation Leadership; Technological Innovation; Business Startups; Competition; Technology Industry; United States

March 2025
Case

Skylight: Hit Product or Scalable Company?

By: Rembrand Koning, Christina Wallace and Jeff Huizinga

Skylight, originally a digital frame startup aimed at connecting dispersed families, expanded with a second product—Calendar—to help families manage schedules. Despite significant potential, Calendar struggled with persistent technical issues and poor customer... View Details

Keywords: Culture; Software; Hardware; Entrepreneurship; Business Startups; Customer Satisfaction; Resource Allocation; Product Launch; Business Strategy; Expansion

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