Publications

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October 2019
Case

Kaspi.kz IPO

By: Victoria Ivashina and Esel Çekin

This case follows Kaspi.kz, a private equity (Baring Vostok) co-owned retail bank in Central Asia that evolved into a fintech, payments and e-commerce company. It provides insights into private equity financing, portfolio company management, and initial public offering... View Details

Keywords: Finance; Private Equity; Initial Public Offering; Organizational Change and Adaptation; Central Asia

January 2002
Case

DeRemate.com: Building a Latin American Internet Auction Site

Analyzes the strategic decision-making process in terms of market forces and short-term growth for an online trading community site in Latin America. A major competitor to E-bay, DeRemate.com is contemplating expansion throughout Latin America. View Details

Keywords: Strategic Planning; Competition; Expansion; Internet and the Web; Auctions; Latin America

Find at Harvard

01 May 2019
News

Many assume salary transparency will benefit employees, but research suggests downsides, too

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; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States

September 2000
Case

Guru.com

By: Rajiv Lal and Ann Leamon

An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget. View Details

Keywords: Budgets and Budgeting; Brands and Branding; Marketing Communications; Marketing Strategy

01 Sep 2020
News

Action Plan: Finding Fluency

also lets me daydream about the trip to Paris I’m going to get back on the calendar someday.” Dunaway, the chief marketing officer for Duolingo, is not alone in her desire to use her time in quarantine for self-improvement. Interest in... View Details

Keywords: April White; foreign language; education and technology; digital marketing; change management; COVID-19; Educational Services

19 Sep 2013
News

Q & A with Professor John Deighton

August 2017 (Revised November 2017)
Case

Paktor: Designing a Dating App

By: Michael Luca, Stephanie Chan and Essie Alamsyah

Paktor is a popular mobile-based online dating app from Singapore, where a user can swipe right or left on a profile to indicate her interest in a potential match. The case is designed to explore issues related to pricing, market design, and launch strategies in the... View Details

Keywords: Mobile and Wireless Technology; Design; Price; Product Launch; Global Strategy

Christopher Stanton is Marvin Bower Associate Professor of Business Administration in the Entrepreneurial Management Unit. Professor Stanton's research streams focus on personnel economics, organizational economics, labor markets, and entrepreneurship. His MBA... View Details

August 2013 (Revised September 2015)
Case

Coursera

By: Ramon Casadesus-Masanell and Hyunjin Kim

By providing free and open-access online courses at a large scale, Massive Open Online Course (MOOC) platforms seek to innovate the business models of the traditional higher education industry. In a little over a year, Coursera had grown at a rapid rate to emerge as a... View Details

Keywords: Business Models; Strategy; Competition; Business Model; Internet and the Web; Higher Education; Competitive Advantage; Education Industry

28 Nov 2018
HBS Case

On Target: Rethinking the Retail Website

data about its online customers—products purchased, browsing habits, items abandoned in shopping carts—yet it wasn’t fully leveraging all that information. The company began to see this huge pile of e-commerce data as the... View Details

Keywords: by Dina Gerdeman; Retail

December 2010
Case

Digital Divide

By: Sunil Gupta

In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However,... View Details

Keywords: Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology

February 2010 (Revised October 2010)
Case

YouTube: Time to Charge Users?

By: Anita Elberse and Sunil Gupta

In January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's parent company, to charge users seeking to upload content, as some analysts had suggested—and if so, who should be... View Details

Keywords: Digital Marketing; Business Model; Cost; Profit; Revenue; Consumer Behavior; Internet and the Web; Motion Pictures and Video Industry

Teaching

Overview

By: Christina M. Wallace

Christina Wallace teaches Launching Tech Ventures in the second-year MBA program and is co-course head for The Entrepreneurial Manager in the first-year MBA program. She created an Entrepreneurial Marketing course for HBS Online and regularly teaches entrepreneurship,... View Details

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)