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June 2018
Case

Candor at Clever

By: Ethan Bernstein and Om Lala

Clever, a high-growth EdTech company based in San Francisco, had grown quickly in market share and headcount. As with many high-growth companies, however, early employees (many of whom had never managed people before) had been given the opportunity to manage teams, and... View Details

January 2015
Case

The Blonde Salad

By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain

In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni... View Details

December 2018 (Revised October 2020)
Case

Shiseido: Reinvesting in Brand

By: Jill Avery and Nobuo Sato

Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details

November–December 2018
Article

Online Network Revenue Management Using Thompson Sampling

By: Kris J. Ferreira, David Simchi-Levi and He Wang

We consider a network revenue management problem where an online retailer aims to maximize revenue from multiple products with limited inventory constraints. As common in practice, the retailer does not know the consumer's purchase probability at each price and must... View Details

Keywords: Online Marketing; Revenue Management; Revenue; Management; Marketing; Internet and the Web; Price; Mathematical Methods

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April 2018
Teaching Note

Formlabs: Selling a New 3D Printer

By: Frank Cespedes

Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a... View Details

July 2013 (Revised August 2017)
Case

TaKaDu

By: Elie Ofek and Matthew Preble

In December 2012, Amir Peleg, founder and CEO of TaKaDu, reflected on how to position his young firm for the next fiscal year and beyond. The small Israeli startup had developed an innovative software system that used patented algorithms and statistical analysis to... View Details

2015
Working Paper

Multi-Sided Platforms

By: Andrei Hagiu and Julian Wright

We study the economic tradeoffs that drive organizations to position themselves closer to or further away from a multi-sided platform (MSP) business model, relative to three traditional alternatives: vertically integrated firms, resellers or input suppliers. These... View Details

Keywords: Two Sided Markets; Reseller; Business Model; Multi-Sided Platforms; Vertical Integration

September 2017 (Revised September 2023)
Case

Chase Sapphire: Creating a Millennial Cult Brand

By: Shelle Santana, Jill Avery and Christine Snively

The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details

2021
Working Paper

CRM and AI in Time of Crisis

By: Michelle Y. Lu and Navid Mojir

A crisis can affect the incentives of various players within a firm’s multi-layered sales and marketing organization (e.g., headquarters and branches of a bank). Such shifts can result in sales decisions against the firm’s best interests. Motivated by the backlash to... View Details

Keywords: CRM; Artificial Intelligence; AI; B2B Marketing; Decision Authority; Crisis Marketing; Intra-organizational Conflict; COVID-19 Pandemic; Customer Relationship Management; Technological Innovation; Decision Making; Strategy; Health Pandemics; Crisis Management; AI and Machine Learning

August 2016 (Revised October 2016)
Case

Nirvana Vihar Rehabilitation Homes

By: Shawn Cole, Andreas Rotenberg and Thomas van den Aarssen

Kumar Builders (KUL) was finally nearing completion on the four luxury condominium towers that comprised the first phase of its bold vision for the redevelopment of more than 70 acres of prime real estate in downtown Pune, India. The Nirvana Hills development also... View Details

Keywords: Real Estate; Slum Redevelopment; Double Bottom Line; Economic Development; Partnerships; Partners and Partnerships; Development Economics; Urban Development; Business and Community Relations; Real Estate Industry; India

November 2016 (Revised March 2018)
Case

Deutsche Bank: Structured Retail Products

By: Boris Vallée and Jérôme Lenhardt

Describes how Deutsche Bank, a leading European bank, is deciding whether or not to launch a new structured retail product in Germany: an autocallable note. Will this product find a market and how does it fit into the bank’s product portfolio? The case investigates how... View Details

November 2015
Article

Multi-Sided Platforms

By: Andrei Hagiu and Julian Wright

We study the economic tradeoffs that drive organizations to position themselves closer to or further away from a multi-sided platform (MSP) business model, relative to three traditional alternatives: vertically integrated firms, resellers or input suppliers. These... View Details

Keywords: Two Sided Markets; Reseller; Multi-Sided Platforms; Vertical Integration

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January 2020
Case

SK Group: Social Progress Credits

By: George Serafeim, Ethan Rouen and David Freiberg

SK Group was one of the largest companies South Korea. A family-run conglomerate consisting of around 120 subsidiaries and employing more than 100,000, SK was tightly knit into the fabric of Korean society. SK viewed their future success as contingent upon the strength... View Details

16 Mar 2022
Blog Post

Taking Your Shot in the Sports Industry with Adam Laitsas (MBA 2016), SVP, Head of Marketing for Madison Square Garden Sports

Three months into his new role as SVP, Head of Marketing at Madison Square Garden Sports (MSG), Adam Laitsas (MBA 2016) looked out from his office onto a place that is equal parts inspiring and familiar. For three years, Laitsas regularly... View Details

2016
Working Paper

Pros vs Joes: Agent Pricing Behavior in the Sharing Economy

By: Jun Li, Antonio Moreno and Dennis J. Zhang

One of the major differences between markets that follow a “sharing economy” paradigm and traditional two-sided markets is that the supply side in the sharing economy often includes individual nonprofessional decision makers, in addition to firms and professional... View Details

Keywords: Two-sided Market; Sharing Economy; Behavioral Economics; Revenue Management; Hospitality; Two-Sided Platforms; Price; Behavior; Experience and Expertise

July 2016
Case

Product Portfolio Management at Genentech

By: Kevin Schulman and Jamie Gresh

Genentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger—to build from... View Details

Keywords: Portfolio Management; Drug Development; Postmerger Integration; Marketing Strategy; Mergers and Acquisitions; Integration; Biotechnology Industry; Pharmaceutical Industry; United States

January 2023 (Revised December 2023)
Case

OhmConnect: Energizing the Future

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller

Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households... View Details

Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe

March 2022
Case

In Data We Trust: Be Mobile Africa and Furthering Financial Inclusion Across the African Continent

By: Lauren Cohen, Grace Headinger and Pierre Marchesseault

To Cédric Jeannot, leveraging technology to promote financial inclusion was personal. After no established financial institution would accept his technology platform to lower transaction costs for free, Jeannot launched FinTech company Be Mobile Africa in May 2020.... View Details

Keywords: Finance; Fintech; Emerging Market; Fundraising; Financial Inclusion; Strategy; Expansion; Management; Entrepreneurship; Personal Finance; Corporate Social Responsibility and Impact; Growth and Development Strategy; Financial Services Industry; Banking Industry; Africa; Togo; Nigeria; Ghana

November 2014 (Revised February 2016)
Case

DoubleDutch

By: Frank V. Cespedes and Matthew G. Preble

Lawrence Coburn and Pankaj Prasad, co-founders of the event solution startup DoubleDutch, have to make a significant decision about their young company's sales function. DoubleDutch's key product was a mobile application (app) and event management platform that... View Details

Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Sales Force Management; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia

February 2014
Case

Diageo: Innovating for Africa

By: David E. Bell, Damien P. McLoughlin and Mary L. Shelman

Diageo, the world's leading premium drinks business, had a long history in Africa starting from its beer brand, Guinness, first exported to Sierra Leone in 1827. By 2013, 13% of Diageo's global revenues were from Africa, up from 9% in 2007. Diageo Africa President Nick... View Details

Keywords: Africa; Emerging Market; Innovation; Agribusiness; Beverage Industry; Emerging Markets; Innovation Strategy; Marketing; Food and Beverage Industry; Africa

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