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March 2021
Article

Assortment Rotation and the Value of Concealment

By: Kris J. Ferreira and Joel Goh

Assortment rotation—the retailing practice of changing the assortment of products offered to customers—has recently been used as a competitive advantage for both brick-and-mortar and online retailers. We focus on product categories where consumers may purchase multiple... View Details

Keywords: Assortment Optimization; Retailing; Imperfect Information; Sales; Strategy; Consumer Behavior

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March 2021
Article

Increasing the Level of Abstraction as a Strategy for Accelerating the Adoption of Complex Technologies

By: Willy C. Shih

Many new technologies are complex and embody high levels of technical sophistication, and applying them should require significant knowledge and experience. Yet, the rapid adoption and incorporation of these technologies into other innovations seems inconsistent with... View Details

Keywords: Abstraction; Technological And Scientific Innovation; Technological Progress; Diffusion Of Innovation; Technology Adoption; Technological Innovation; Complexity; Information Technology; Strategy

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February 2021
Background Note

Jobs to Be Done: A Toolbox

By: Derek C. M. van Bever, Bob Moesta, Iuliana Mogosanu, Shaye Roseman and Katie Zandbergen

The Jobs to Be Done methodology is both a theory and a practical approach for understanding customer behavior and why people make the choices they make. Many practitioners, whether they work for startups or incumbent businesses, find Jobs to Be Done useful because it... View Details

Keywords: Customer Value and Value Chain; Decision Choices and Conditions; Knowledge Acquisition; Attitudes; Perception; Theory; Behavior; Customer Relationship Management

February 2021
Case

Threadless: The Renewal of an Online Community

By: Shane Greenstein, Karim Lakhani and Christian Godwin

Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its... View Details

February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Consumer Products Industry; United States

February 2021 (Revised March 2022)
Case

Marvin: A Personalized Telehealth Approach to Mental Health

By: Regina E. Herzlinger, Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop and Julia Kelley

More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult... View Details

Keywords: Mental Health; Applications; Startup Management; Telehealth; Health Care Entrepreneurship; Health ＆ Wellness; Health Care; Health Care and Treatment; Customization and Personalization; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Applications and Software

February 2021 (Revised June 2021)
Case

Brainlab: Imaging a MedTech Future

By: Regina E. Herzlinger, Gregory P. Licholai and Federica Gabrieli

Can Brainlab, a privately held firm, compete with giants like Medtronic and Amazon in delivering the Digital Operating Room of the future? The CEO is pondering solutions for secure exchange of medical information, pricing a new robotic imaging device, and reorganizing... View Details

February 2021 (Revised March 2022)
Case

TikTok in 2020: Super App or Supernova?

By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien

TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors... View Details

February 2021
Teaching Plan

Soofa: Displaying the Right Path?

By: Jeffrey J. Bussgang and Amy Klopfenstein

This teaching plan serves as a supplement to the case “Soofa: Displaying the Right Path?” HBS 820-098. The case explores the tension between two different financing and expansion plans for a startup, and explores issues related to business model pivots and industry... View Details

February 2021 (Revised July 2022)
Case

Sarah Breedlove: Changing the World

By: Robert Simons and Max Saffer

This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how... View Details

Keywords: Brands; African-american Entrepreneurs; Entrepreneurship; Values and Beliefs; Personal Characteristics; Success; Work-Life Balance; Business Startups; Brands and Branding; Marketing; Personal Development and Career; Beauty and Cosmetics Industry; United States

February 2021
Case

Emma Dench: Leadership and Ancient Rome

By: Francesca Gino and Frances X. Frei

In this multimedia case, classics scholar Emma Dench guides us in understanding leadership insights that can be captured from historical figures and works dating back to Ancient Rome. We learn the language, ideas, and patterns of behavior that are relevant to... View Details

Keywords: Empowerment Leadership; Leadership; History; Management Skills

2021
Working Paper

Assessing the Strength of Network Effects in Social Network Platforms

By: Marco Iansiti

Network effects have risen to the forefront of platform competition discussions (e.g. the House Judiciary investigation of competition in digital markets, claiming that Facebook, for example, is entrenched due to strong network effects and high switching costs). While... View Details

Keywords: Social Networks; Platform Competition; Network Effects; Competition; Social Media; Digital Platforms

February 2021 (Revised March 2021)
Case

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli and Jamie Merkrebs

AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; African-American Protagonist; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; E-commerce; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America; New York (city, NY); New York (state, US)

February 2021
Case

Lidya: Bringing Nigerian FinTech Innovation to Global Small and Medium Enterprises

By: Lauren Cohen and Spencer C.N. Hagist

Lidya CEO Tunde Kehinde must size up options for the expansion of his novel lending practices that drastically reduce the credit cycle in his developing Nigeria, and determine if expansion into Eastern Europe will prove successful or disastrous. View Details

Keywords: Fintech; Economics; Entrepreneurship; Financing and Loans; Strategy; Expansion; Nigeria

February 2021
Case

Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa

By: Lynda M. Applegate, Frank V. Cespedes and Michael Norris

In 2020, Mike Heyink and Maya Stewart, co-founders of the Pay-as-you-Go Solar company Yellow were considering how to grow their startup. They had achieved some success in their first market, Malawi, and had recently entered Uganda, where business was slower. What did... View Details

Keywords: Solar Energy; Business Model; Business Startups; Developing Countries and Economies; Alternative Energy; Renewable Energy; Social Entrepreneurship; Green Technology; Salesforce Management; Diversification; Expansion; Energy Industry; Africa; South Africa; Malawi; Uganda

February 2021 (Revised August 2021)
Case

Equity Bank: Challenging a Giant

By: Lauren H. Cohen, Michael Chitavi and Spencer C. N. Hagist

Equity Bank and CEO Dr. James Mwangi must find a way to advance from their hard-fought ascension to second largest bank in Kenya by toppling financial giant Safaricom. Doing so means developing a new strategy and tackling technological frontiers no institution in the... View Details

Keywords: Fintech; Finance; Strategy; Information Technology; Banks and Banking; Kenya

February 2021
Case

A Cultural Transformation at Southeastern Grocers

By: Suraj Srinivasan, Jonah S. Goldberg and Joseph A. Paul

When Anthony Hucker, the CEO of Southeastern Grocers (SEG), took over in that role in July 2017, the company was in dire financial and operational condition and was headed towards bankruptcy. SEG, the fifth largest grocery chain in the U.S. in early 2021, operated... View Details

Keywords: Business Transformation; Strategy Execution; Retail; Organizational Culture; Transformation; Growth and Development Strategy; Performance; Success; Retail Industry; Food and Beverage Industry; United States; Florida

2021
Working Paper

Enabling Mission Impact: Funding Strategies for High-Risk High-Reward Innovation

By: Carolyn J. Fu, Lars Frolund and Fiona Murray

Keywords: Innovation and Invention; Research and Development

2021
Working Paper

Competitive Two-Part Tariffs

By: Jorge Tamayo and Guofu Tan

We study competitive two-part tariffs in a model of asymmetric duopoly firms that offer (vertically and horizontally) differentiated products. We show that the sign of the markup for each product depends on the average expected demand among all customers as well as the... View Details

Keywords: Product Differentiation; Two-part Tariffs; Marginal-cost Pricing; Cross-subsidization; Competition; Price

February 2021
Case

Digital Manufacturing at Amgen

By: Shane Greenstein, Kyle R. Myers and Sarah Mehta

This case discusses efforts made by biotechnology (biotech) company Amgen to introduce digital technologies into its manufacturing processes. Doing so is complicated by the fact that the process for manufacturing biologics—or therapeutics made from living cells—is... View Details

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