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  • May 2021 (Revised February 2024)
  • Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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  • January 2023
  • Case

Proday: Calling the Right Play

By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details
Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States
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  • 26 Mar 2024
  • HBS Seminar

Szu-Chi Huang, Stanford Graduate School of Business

  • November 2023 (Revised January 2024)
  • Case

Bridgit: Persevere or Pivot?

By: Reza Satchu and Patrick Sanguineti
In late 2012, Mallorie Brodie and Lauren Lake, two young women in their final year of college, founded Bridgit, a technology startup that developed solutions to simplify vital but laborious processes within the construction industry. In the Fall of 2013, after months... View Details
Keywords: Entrepreneur; Founder; Co-founders; Women Executives; Pivot; Startup; Business Model; Business Startups; Entrepreneurship; Applications and Software; Product Launch; Research and Development; Competition; Construction Industry; Technology Industry; United States; Canada
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  • July 2019
  • Case

Instabeat—One More Lap?

By: Shikhar Ghosh, Nicole Tempest Keller and Alpana Thapar
This case follows Lebanese entrepreneur, Hind Hobeika, an engineer and competitive swimmer who spends seven years trying to launch a wearable heartrate monitor and motion sensor to help swimmers track their performance while swimming. While the Beirut-based... View Details
Keywords: Startup; Manufacturing; Prototyping; Female Protagonist; Business Startups; Decision Making; Entrepreneurship; Information Infrastructure; Information Technology; Design; Organizational Culture; United States; Lebanon
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  • Article

Divide and Conquer: Competing with Free Technology under Network Effects

By: Deishin Lee and Haim Mendelson
We study how a commercial firm competes with a free open source product. The market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its... View Details
Keywords: Profit; Product Launch; Network Effects; Open Source Distribution; Adoption; Competitive Strategy; Competitive Advantage
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  • July 2022 (Revised August 2022)
  • Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson
Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details
Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States
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  • Career Coach

Madhav Datt

Madhav is a startup founder and tech product manager. He worked as Product Manager at Google where he launched and scaled B2B AI product from 0... View Details
  • September 1999 (Revised July 2006)
  • Case

Juice Guys (A)

By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry
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  • February 2020 (Revised April 2021)
  • Case

StockX: The Stock Market of Things

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details
Keywords: Markets; Auctions; Bids and Bidding; Demand and Consumers; Consumer Behavior; Analytics and Data Science; Market Design; Digital Platforms; Market Transactions; Marketplace Matching; Supply and Industry; Analysis; Price; Product Marketing; Product Launch; Apparel and Accessories Industry; Fashion Industry; North and Central America; United States; Michigan; Detroit
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  • October 2021
  • Case

Financial Reporting at Mattel

By: Aiyesha Dey, Trung Nguyen, Marshal Herrmann and Julia Kelley
In September 2020, Diana Ferguson was nearing her first Audit Committee meeting as the newly appointed Audit Committee chair of Mattel, Inc. Mattel was just recovering from an accounting scandal which had revealed the company’s poor internal controls and weak board... View Details
Keywords: Accounting; Accounting Audits; Financial Reporting; Financial Statements; Governance; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Compliance; Governance Controls; Governing Rules, Regulations, and Reforms; Governing and Advisory Boards; Lawsuits and Litigation; Business and Shareholder Relations; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; North and Central America; United States; California
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    David A. Thomas

    David Thomas is H. Naylor Fitzhugh Professor of Business Administration at Harvard Business School.  His research addresses issues related to executive development, cultural diversity in organizations, leadership and organizational change.  He recently served as a... View Details

    Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
    • Web

    Faculty & Advisors | MBA

    SignalFire is an AI-native venture capital fund that has been building an in-house AI platform for the past decade with $2B+ AUM. Prior to SignalFire, she was a product leader at CVS Health, where she View Details
    • 02 May 2023
    • Blog Post

    From Harvard Business School to Spotify: Four Lessons in My Journey to Land My Dream Job

    Rodolfo A. Diaz Cabello (MBA 2021) reflects on how his experiences at Harvard Business School supported his path to building new products at Spotify. In October 2022 I joined Spotify as a Senior Product... View Details
    • August 1996 (Revised October 2003)
    • Case

    NutraSweet in China (A)

    By: Michael Y. Yoshino and Carin-Isabel Knoop
    Eve Stacey, a recent Harvard MBA, has the challenging task of evaluating the market opportunity for NutraSweet in China. She must decide how best to develop the market for the product in China. May be used with NutraSweet in China (B). View Details
    Keywords: Marketing Strategy; Product Launch; Product; Familiarity; Commercialization; China
    Related
    • May 2020 (Revised March 2022)
    • Case

    The Coronavirus (COVID-19) Pandemic and the Global Economy (A)

    By: Alberto Cavallo and Christian Godwin
    In April 2020, the world struggled to contain the exponential escalation of the coronavirus (COVID-19) pandemic. Dozens of countries had imposed restrictions on travel, work, and social gatherings. A large share of the global population was under lockdowns and... View Details
    Keywords: COVID-19 Pandemic; Demand and Consumers; Supply and Industry; Finance; Central Banking; Financial Markets; International Finance; Globalization; Government and Politics; Health Pandemics; Decision Making; Macroeconomics; Employment; Crisis Management; Supply Chain; Risk and Uncertainty; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Asia; China; Europe; Latin America; Africa; United States
    Related
    • Web

    Faculty & Advisors - MBA

    SignalFire is an AI-native venture capital fund that has been building an in-house AI platform for the past decade with $2B+ AUM. Prior to SignalFire, she was a product leader at CVS Health, where she View Details
    • September 1999 (Revised February 2004)
    • Case

    Juice Guys (B)

    By: Joseph B. Lassiter III, Sharon Lee Fox and Cynthia Rushmore Kuechle
    The case explores who the customers are for a new beverage product, their desires as customers for this product, and their desires when ordering this product from a local specialty store location. View Details
    Keywords: Entrepreneurship; Product Launch; Product Positioning; Customer Relationship Management; Consumer Behavior; Commercialization; Customer Satisfaction; Food and Beverage Industry
    Related
    • 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
    Related
    • December 1999 (Revised October 2001)
    • Case

    Introducing New Coke

    On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with a smoother, sweeter taste. The reaction of the American people was immediate and violent, causing three months of... View Details
    Keywords: Failure; Product Development; Brands and Branding; Manufacturing Industry; Food and Beverage Industry
    Related