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      • April 2019 (Revised August 2020)
      • Case

      Raksul

      By: Scott Duke Kominers, Masahiro Kotosaka, Nobuo Sato and Akiko Kanno
      Raksul, 2018 Forbes Japan "Startup of the Year," ran an e-commerce platform drawing upon thousands of individual suppliers. Launched as a business-to-business printing services marketplace, Raksul had recently expanded to operate both a logistics/delivery marketplace... View Details
      Keywords: Marketplace Design; B2B; Platform Strategy; Printing; Entrepreneurship; Digital Platforms; Logistics; Advertising; Growth and Development Strategy; Industry Structures; E-commerce; Web Services Industry; Japan
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      Kominers, Scott Duke, Masahiro Kotosaka, Nobuo Sato, and Akiko Kanno. "Raksul." Harvard Business School Case 819-115, April 2019. (Revised August 2020.)
      • April 2019 (Revised April 2021)
      • Case

      Wayfair

      By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble
      In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual... View Details
      Keywords: Visual Assets; Corporate Entrepreneurship; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Operations; Strategy; Technology; Service Industry; Service Industry; United States; Massachusetts
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      Rayport, Jeffrey F., Susie L. Ma, and Matthew G. Preble. "Wayfair." Harvard Business School Case 819-045, April 2019. (Revised April 2021.)
      • March 2019
      • Case

      HOPI: Turkey's Shopping Companion

      By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
      The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details
      Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey
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      Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
      • March 2019 (Revised May 2019)
      • Case

      Fetchr: A New Way of Last Mile Delivery

      By: V.G. Narayanan and Eren Kuzucu
      By mid-2016, five years of aggressive growth had transformed Fetchr from a small logistics startup to a 1,000-employee, full-fledged last-mile delivery company operating across four countries in the Middle East and North Africa (MENA). Already beneficiaries of the... View Details
      Keywords: Startup; Decision; Financial Strategy; UAE; KSA; MENA; Cost Accounting; Business Model; Business Startups; Transformation; Cost Management; Strategy; Disruptive Innovation; Technological Innovation; Growth and Development Strategy; Growth Management; Logistics; Service Delivery; Supply Chain Management; Performance Evaluation; Mathematical Methods; Mobile and Wireless Technology; Transportation Networks; Middle East; United Arab Emirates; Dubai; Bahrain; Egypt; Saudi Arabia; North Africa
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      Narayanan, V.G., and Eren Kuzucu. "Fetchr: A New Way of Last Mile Delivery." Harvard Business School Case 119-018, March 2019. (Revised May 2019.)
      • March 2019 (Revised March 2023)
      • Case

      Accion's Fintech Strategy

      By: V. Kasturi Rangan, Michael Chu and Tricia Gregg
      Accion, an NGO, had been a pioneer in microfinance since its entry into that sector in the early 1970s. Its investments in Banco Compartamos paid off, when the microfinance bank went IPO in 2007, leaving an influx of $138 million for Accion. Under a new CEO, Michael... View Details
      Keywords: Fintech; Impact Investing; Financial Inclusion; Technological Innovation; Strategy; Strategic Planning; Performance Effectiveness; Non-Governmental Organizations; Microfinance; Financial Institutions; Business Growth and Maturation; Customer Focus and Relationships; Industry Growth
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      Rangan, V. Kasturi, Michael Chu, and Tricia Gregg. "Accion's Fintech Strategy." Harvard Business School Case 319-091, March 2019. (Revised March 2023.)
      • February 2019
      • Case

      Canibal—Play It Green!

      By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi
      In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details
      Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France
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      Cespedes, Frank V., Joseph B. Fuller, Tonia Labruyere, and Elena Corsi. "Canibal—Play It Green!" Harvard Business School Case 319-089, February 2019.
      • February 2019 (Revised October 2019)
      • Case

      Extend Fertility: Conceiving the Market for Egg Preservation (A)

      By: Debora L. Spar and Olivia Hull
      In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low... View Details
      Keywords: Assisted Reproduction; Entrepreneur; Health And Wellness; Fertility; Infertility; Women's Health; Creating Markets; Egg Freezing; Fertility Clinic; Entrepreneurship; Strategy; Marketing Strategy
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      Spar, Debora L., and Olivia Hull. "Extend Fertility: Conceiving the Market for Egg Preservation (A)." Harvard Business School Case 719-019, February 2019. (Revised October 2019.)
      • February 2019 (Revised August 2019)
      • Case

      Maccabitech: The Promise of Israel's Healthcare Data

      By: Scott Duke Kominers and Carin-Isabel Knoop
      Dr. Varda Shalev bridges technology and medicine through Maccabitech, a "research and innovation wing" of Israel's Maccabi Healthcare Services (MHS) that partners with research institutions, pharmaceutical companies, and startups. Shalev hopes to scale Maccabitech's... View Details
      Keywords: Big Data; Healthcare; Analytics and Data Science; Digital Platforms; Health Care and Treatment; Innovation and Invention; Research; Entrepreneurship; Risk Management; Israel
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      Kominers, Scott Duke, and Carin-Isabel Knoop. "Maccabitech: The Promise of Israel's Healthcare Data." Harvard Business School Case 819-032, February 2019. (Revised August 2019.)
      • Article

      What to Do When Industry Disruption Threatens Your Career

      By: Boris Groysberg, Eric Lin and Whitney Johnson
      This article discusses how to diagnose the risks that disruptive industry forces pose to individual careers and offers suggestions on how to mitigate such threats. Recommendations are based on analyses of individuals’ career histories in the professional services... View Details
      Keywords: Disruption; Personal Development and Career; Strategy
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      Groysberg, Boris, Eric Lin, and Whitney Johnson. "What to Do When Industry Disruption Threatens Your Career." MIT Sloan Management Review 60, no. 3 (Spring 2019): 57–65.
      • Article

      Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

      By: Tami Kim, Kate Barasz and Leslie K. John
      Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness.... View Details
      Keywords: Digital Marketing; Customization and Personalization; Information; Trust; Performance Effectiveness
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      Kim, Tami, Kate Barasz, and Leslie K. John. "Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness." Journal of Consumer Research 45, no. 5 (February 2019): 906–932.
      • January 2019 (Revised February 2024)
      • Teaching Note

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Ayelet Israeli
      Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
      Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
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      Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019. (Revised February 2024.)
      • January 2019
      • Case

      AIME High: A Social Entrepreneur's Moon Shot

      By: Christopher A. Bartlett
      Describes the entrepreneurial leadership of Jack Manning Bancroft (JMB), a young Indigenous Australian university student who created the Australian Indigenous Mentoring Experience (AIME), a nonprofit organization he formed to respond to the problem of Indigenous high... View Details
      Keywords: Entrepreneurship; Mission; Organization Culture; Non-profit; NGO; Social Entrepreneurship; Leadership; Global Strategy; Mission and Purpose; Secondary Education; Organizational Culture; Service Industry; Service Industry; Australia; United States
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      Bartlett, Christopher A. "AIME High: A Social Entrepreneur's Moon Shot." Harvard Business School Case 919-411, January 2019.
      • 2019
      • Working Paper

      Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 15 The IBM PC

      By: Carliss Y. Baldwin
      The IBM PC was the first digital computer platform that was open by as a matter of strategy, not necessity. The purpose of this chapter is to understand the IBM PC as a technical system and set of organization choices in light of the theory of how technology shapes... View Details
      Keywords: IBM; Personal Computer; Digital Platforms; System; Strategy
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      Baldwin, Carliss Y. "Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 15 The IBM PC." Harvard Business School Working Paper, No. 19-074, January 2019.
      • January 2019 (Revised March 2020)
      • Case

      Blackstone Alternative Asset Management in 2018

      By: Emil Siriwardane, Luis M. Viceira and Shawn O'Brien
      In early 2018, Blackstone announced that John McCormick would succeed Tom Hill as President and Chief Executive Officer of Blackstone Alternative Asset Management (BAAM), the largest fund-of-hedge funds in the world by a sizeable margin. As new CEO, McCormick must... View Details
      Keywords: Asset Management; Expansion; Strategy; Decision Choices and Conditions; Financial Services Industry
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      Siriwardane, Emil, Luis M. Viceira, and Shawn O'Brien. "Blackstone Alternative Asset Management in 2018." Harvard Business School Case 219-063, January 2019. (Revised March 2020.)
      • January 2019 (Revised March 2021)
      • Case

      SoundCloud: Subscription Streaming?

      By: Ashish Nanda, Eric Van den Steen, Andy Wu, Jeffrey Boyar and Bonnie Bennett Slater
      Established in 2007, SoundCloud already boasted the second largest number of active music listeners among all streaming services and was recognized as the go-to platform for new artists by early 2014. Yet, its founders were questioning the robustness of the firm’s... View Details
      Keywords: Audio; Recording; Artist; Music; Music Downloads; Streaming; Radio; Subscription; Subscription Model; Mainstream; Growth; Lawsuit; Licensing; Customers; Platform; Pivot; Music Entertainment; Strategy; Leadership; Business Model; Decision Making; Advertising; Digital Platforms; Music Industry; Europe; Germany; Sweden; United States
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      Nanda, Ashish, Eric Van den Steen, Andy Wu, Jeffrey Boyar, and Bonnie Bennett Slater. "SoundCloud: Subscription Streaming?" Harvard Business School Case 719-430, January 2019. (Revised March 2021.)
      • January 2019 (Revised October 2019)
      • Case

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

      By: Jill Avery
      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
      Keywords: Brands; Brand Management; Brand Communication; Retailing; DTC; Influencer; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth and Development Strategy; Social Media; E-commerce; Internet and the Web; Digital Marketing; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; United States; North America
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      Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
      • January 2019 (Revised October 2019)
      • Case

      Rural Taobao: Alibaba's Expansion into Rural E-Commerce

      By: Tarun Khanna, Ryan Allen, Adam Frost and Wesley Koo
      Alibaba's Rural Taobao initiative had been launched in 2014 as a public service initiative to increase e-commerce adoption in China’s remote rural areas. In the first two iterations of the initiative, dubbed “1.0” and “2.0,” Alibaba had partnered with local businesses... View Details
      Keywords: Strategy; Business Growth; Ecommerce; Corporate Social Responsibility; Business And Government; Emerging Market; Digital Platforms; Internet and the Web; Emerging Markets; Rural Scope; Growth and Development Strategy; Competitive Strategy; Corporate Social Responsibility and Impact; Business and Government Relations; Decision Making; E-commerce; China
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      Khanna, Tarun, Ryan Allen, Adam Frost, and Wesley Koo. "Rural Taobao: Alibaba's Expansion into Rural E-Commerce." Harvard Business School Case 719-433, January 2019. (Revised October 2019.)
      • Article

      Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces

      By: Feng Zhu
      As platform owners continue to expand their ecosystems, many of them have started to provide consumers with their own complementary applications. These moves position the platform owners as direct competitors to their complementors. This paper surveys empirical studies... View Details
      Keywords: Platform; Complementors; Digital Platforms; Market Entry and Exit; Competition
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      Zhu, Feng. "Friends or Foes? Examining Platform Owners' Entry into Complementors' Spaces." Special Issue on Platforms. Journal of Economics & Management Strategy 28, no. 1 (Spring 2019): 23–28.
      • 2019
      • Book

      The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power

      By: Shoshana Zuboff
      In this masterwork of original thinking and research, Shoshana Zuboff provides startling insights into the phenomenon that she has named surveillance capitalism. The stakes could not be higher: a global architecture of behavior modification threatens human nature in... View Details
      Keywords: Consumer Profiling; Consumer Behavior; Forecasting and Prediction; Information Technology; Power and Influence; Ethics; Society; Transformation
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      Zuboff, Shoshana. The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. New York: PublicAffairs, 2019.
      • January–February 2019
      • Article

      Why Some Platforms Thrive and Others Don't

      By: Feng Zhu and Marco Iansiti
      In the digital economy, scale is no guarantee of continued success. After all, the same factors that help an online platform expand quickly—such as the low cost of adding new customers—work for challengers too. What, then, allows platforms to fight off rivals and grow... View Details
      Keywords: Digital Platforms; Competition; Network Effects; Competitive Strategy
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      Zhu, Feng, and Marco Iansiti. "Why Some Platforms Thrive and Others Don't." Harvard Business Review 97, no. 1 (January–February 2019): 118–125.
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