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Isamar Troncoso

Isamar Troncoso is an Assistant Professor of Business Administration in the Marketing Unit at HBS. She teaches the Marketing course in the MBA required curriculum.

Professor Troncoso studies problems related to digital marketplaces and new technologies. She... View Details

Keywords: e-commerce industry; high technology; retailing

May 2021 (Revised May 2022)
Case

Headspace vs. Calm: A Mindful Competition

By: Ayelet Israeli and Anne Wilson

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details

Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom

July 2014 (Revised November 2015)
Case

American Airlines in 2011

The American Airlines in 2011 case was developed to provide a setting for the comparative analysis of two very different business models in the U.S. domestic airline industry—the network carrier and the low cost carrier (LCC). These models offer very different value... View Details

Keywords: American Airlines; Network Carrier; Low-cost Carrier; LCC; Business Model; Organizational Change and Adaptation; Competition; Competitive Strategy; Disruption; Transportation Industry; Travel Industry; Air Transportation Industry; United States

March 2000
Case

Medscape

By: Richard M.J. Bohmer and Lisa Shapiro Strovink

Medscape is a health care Web site that focuses on delivering high-quality information to health providers and consumers. This case describes Medscape's formation and business model and asks, How is this model unique and is it sustainable? View Details

Keywords: Business Model; Customer Focus and Relationships; Service Delivery; Web Sites; Information Industry

Find at Harvard

2010
Working Paper

Mixed Source

By: Ramon Casadesus-Masanell and Gaston Llanes

We study competitive interaction between a profit-maximizing firm that sells software and complementary services and a free open source competitor. We examine the firm's choice of business model between the proprietary model (where all software modules are... View Details

Keywords: Business Model; Duopoly and Oligopoly; Monopoly; Open Source Distribution; Quality; Competition; Information Technology Industry

November 2014
Teaching Note

American Airlines in 2011

The American Airlines in 2011 case set was developed to provide a setting for the comparative analysis of two very different business models in the U.S. domestic airline industry—the network carrier and the low cost carrier (LCC). These models offer very different... View Details

Keywords: American Airlines; Network Carrier; Low-cost Carrier; LCC; Air Transportation; Business Model; Restructuring; Adaptation; Competitive Strategy; Competitive Advantage; Corporate Strategy; Transportation Industry; United States

March 2016 (Revised May 2018)
Case

Reinventing Best Buy

By: John R. Wells and Gabriel Ellsworth

On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales. These results were in marked contrast... View Details

Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Information Technology; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Internet and the Web; Mobile and Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul

December 2022 (Revised August 2023)
Case

Circles.Life at a Crossroads of Growth

By: Juan Alcácer and Adina Wong

In June 2022, the founders of Singapore mobile operator Circles.Life had a crucial decision to make. Circles.Life developed a new business model in mobile telecommunications—a digital telco—built around its proprietary operating system. After expanding its brand in... View Details

Keywords: Business Model; Decisions; Technological Innovation; Applications and Software; Business Strategy; Telecommunications Industry; Singapore

November 2015 (Revised January 2017)
Case

Uber: Changing the Way the World Moves

By: Youngme Moon

In 2015, Uber is building what may be the largest point-to-point transportation network of its kind; it is literally changing the way the world moves. But unlike traditional transportation logistics companies like FedEx, Uber has an incredibly lightweight... View Details

Keywords: Service; Innovation; Pricing; Customer Loyalty; Uber; Taxi; Sharing Economy; On-demand Economy; Marketing; Operations; Strategy; Disruption; Customer Satisfaction; Transportation; Consumer Behavior

October 2002 (Revised January 2013)
Case

Krispy Kreme Doughnuts

By: Paul M. Healy

Krispy Kreme is a rapidly growing firm with a business model that has excited Wall Street. View Details

Keywords: Business Growth and Maturation; Business Model; Financial Statements; Forecasting and Prediction; Financial Reporting; Performance Evaluation; Business Strategy; Food and Beverage Industry; New York (city, NY)

2001
Working Paper

Strategies to Fight Ad-sponsored Rivals

By: Ramon Casadesus-Masanell and Feng Zhu

We analyze the optimal strategy of a high-quality incumbent that faces a low-quality ad-sponsored competitor. In addition to competing through adjustments of tactical variables such as price or the number of ads a product carries, we allow the incumbent to consider... View Details

Keywords: Advertising; Business Model; Competition; Competitive Strategy

12 Mar 2024
HBS Case

How Used Products Can Unlock New Markets: Lessons from Apple's Refurbished iPhones

Some of Apple’s most loyal customers think nothing of upgrading to the latest iPhone every time one comes out. But what about consumers who can’t splurge on a $1,000 iPhone 15 Pro? And what about the electronic waste that would accrue if people threw away functional... View Details

Keywords: by Rachel Layne; Electronics; Information Technology

October 2010 (Revised July 2011)
Case

PrimedicProviding Primary Care in Mexico

By: Richard G. Hamermesh, Regina Garcia-Cuellar and Lauren Sarah Margulies

Primedic is a Mexican start-up that aims to deliver affordable primary and preventative healthcare to those at the base of the economic pyramid. The company is about to exhaust its first round of venture capital funding and the business model has yet to gain traction.... View Details

Keywords: Business Model; Business Startups; Developing Countries and Economies; Social Entrepreneurship; Venture Capital; Health Care and Treatment; Social Enterprise; Health Industry; Mexico

September 2006 (Revised August 2008)
Module Note

Assessing Your Organization's Capabilities: Resources, Processes and Priorities

By: Clayton M. Christensen and Stephen P. Kaufman

Summarizes a model that helps managers determine what sorts of initiatives an organization is capable and incapable of managing successfully. The factors that affect what an organizational unit can and cannot accomplish can be grouped as resources, processes, and the... View Details

Keywords: Business Model; Experience and Expertise; Innovation and Management; Business Processes; Organizational Design; Organizational Structure; Mathematical Methods

February 2011 (Revised September 2013)
Case

Sarvajal: Water for All

By: John D. Macomber and Mona Sinha

Entrepreneur wrestles with business model using SMS and RFID technology, franchising, and leasing to rapidly grow off-the-grid water purification business without subsidies. The company seeks to provide potable water services to rural and urban India where the public... View Details

Keywords: Business Subsidiaries; Business Model; Communication Technology; Private Sector; Social Entrepreneurship; Cost Management; Rural Scope; Emerging Markets; Infrastructure; Problems and Challenges; Information Infrastructure; India

April 2022 (Revised May 2022)
Case

Mastercard Labs (A)

By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley

When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify... View Details

November 2009
Case

The Explosion of Genetic Testing: Opportunities and Challenges

By: Richard G. Hamermesh, Mara G. Aspinall and Rachel Gordon

This case study invites the reader to consider genetic testing in several different lights. First, can the business of genetic testing be considered a disruptive innovation to the current drug therapy model as defined by Harvard Business School Professor Clay... View Details

Keywords: Genetics; Health Care and Treatment; Health Testing and Trials; Disruptive Innovation; Business Model; Biotechnology Industry; Health Industry

November 2016 (Revised February 2017)
Case

BrightStar Care: The Evolution of a Leadership Team

By: Boris Groysberg, Colleen Ammerman and John D. Vaughan

BrightStar Care was a rapidly growing franchise of home health care agencies. Founded by husband and wife team JD and Shelly Sun as a single agency near Chicago in 2002, BrightStar had opened nearly 300 franchises across the United States by 2016, generating over $300... View Details

Keywords: Health Care Services; Entrepreneurs; Board Of Directors; Boards Of Directors; Health Care Industry; Growth Strategy; Organizational Change; Brand Positioning; Entrepreneurial Organizations; Entrepreneurial Management; Franchising; Family-owned Business; Home Health Care; Managing Growth; Management Styles; Organizational Development; Talent Management; Women Executives; Women And Leadership; Business Startups; Family Business; Small Business; Talent and Talent Management; Governing and Advisory Boards; Health Care and Treatment; Human Capital; Leadership Development; Leadership Style; Business or Company Management; Growth and Development Strategy; Management Analysis, Tools, and Techniques; Management Skills; Management Style; Management Succession; Management Systems; Management Teams; Brands and Branding; Marketing Strategy; Strategy

July 2013 (Revised July 2015)
Background Note

Innovating in Health Care—Framework

By: Regina E. Herzlinger

Contains the framework for the second-year Innovating in Health Care course. Delineates the role of six exogenous forces on new ventures: structure, financing, regulations, consumers, accountability, technology, and public policy and presents the essential elements of... View Details

Keywords: Health Care and Treatment; Management; Health Industry

2014
Other Teaching and Training Material

Entrepreneurship Reading: Financing Entrepreneurial Ventures

By: William R. Kerr, Ramana Nanda and James McQuade

"Financing Entrepreneurial Ventures" introduces students to the key issues involved in the financing of entrepreneurial enterprises. The Reading begins by examining how business models shape external financing requirements. It then contrasts the choice to bootstrap... View Details

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