• June 2025
• Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli

TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details

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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.

• November 2002 (Revised April 2004)
• Case

TCS: An Entrepreneurial Air-Express Company in Pakistan

Introduces Khalid Awan, co-founder of TCS, an entrepreneurial air-express company in Pakistan. Awan has succeeded in building a sizeable company despite serious obstacles, including pressure from the public postal system, an environment prone to corruption, and a... View Details

Keywords: Family Business; Emerging Markets; Entrepreneurship; Leasing; Transportation Industry; United Arab Emirates; Pakistan

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Kuemmerle, Walter, and Zahid Ahmed. "TCS: An Entrepreneurial Air-Express Company in Pakistan." Harvard Business School Case 803-027, November 2002. (Revised April 2004.)

• 21 Oct 2008
• First Look

First Look: October 21, 2008

browser with the Windows operating system. Did a similar fate await VMware? Maritz moved quickly and boldly to respond to the Microsoft threat-by deciding to offer a version of VMware's own virtualization platform product for free. But he... View Details

Keywords: Martha Lagace

• December 2000
• Background Note

Online Portals

By: Thomas R. Eisenmann and Sanjay Pothen

Describes the online portal business model. Analyzes the model, focusing on the tactics used to acquire new users, turn new users into repeat visitors, and monetize user traffic. Explains portals' revenue and cost drivers and their implications for pursuing aggressive... View Details

Keywords: Business Model; Web Services Industry

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Eisenmann, Thomas R., and Sanjay Pothen. "Online Portals." Harvard Business School Background Note 801-305, December 2000.

• January 2011 (Revised October 2014)
• Case

Dropbox: 'It Just Works'

By: Thomas R. Eisenmann, Michael Pao and Lauren Barley

Dropbox is a venture-backed Silicon Valley startup, founded in 2006, that provides online storage and backup services to millions of customers using a "freemium" (free + premium offers) business model. The case recounts Dropbox's history from conception through... View Details

Keywords: Business Model; Growth and Development Strategy; Management Practices and Processes; Distribution; Product Design; Product Development; Internet; Service Industry; California

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Eisenmann, Thomas R., Michael Pao, and Lauren Barley. "Dropbox: 'It Just Works'." Harvard Business School Case 811-065, January 2011. (Revised October 2014.)

• January 2006 (Revised December 2006)
• Case

Wal-Mart's Business Environment

By: Felix Oberholzer-Gee

In 2004, Wal-Mart Stores, Inc. proposed to build a new supercenter in Inglewood, a low-income community near Los Angeles. The proposal was a part of Wal-Mart's strategy to bring its supercenter format to California. Introduced in the late 1980s, supercenters added a... View Details

Keywords: Goals and Objectives; Expansion; Market Entry and Exit; Corporate Strategy; Labor Unions; Conflict and Resolution; Retail Industry; Los Angeles

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Oberholzer-Gee, Felix. "Wal-Mart's Business Environment." Harvard Business School Case 706-453, January 2006. (Revised December 2006.)

• May 2010 (Revised June 2012)
• Case

From Imitation to Innovation: Zongshen Industrial Group

By: Willy Shih and Nancy Hua Dai

As Zuo Zongshen drove the transformation of the Zongshen Industrial Group from an early imitator in the motorcycle business to a company that increasingly focused on innovation as a way to get out of the hyper-competitive commodity business, he continually faced new... View Details

Keywords: Experience and Expertise; Learning; Investment; Disruptive Innovation; Knowledge Acquisition; Organizational Change and Adaptation; Organizational Structure; Competitive Strategy; Manufacturing Industry; Motorcycle Industry; China

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Shih, Willy, and Nancy Hua Dai. "From Imitation to Innovation: Zongshen Industrial Group." Harvard Business School Case 610-057, May 2010. (Revised June 2012.)

• July 2003 (Revised October 2013)
• Case

Model N Inc.

By: Marco Iansiti and Alison Berkley Wagonfeld

The CEO of a Silicon Valley start-up needed to make organizational and product changes to deliver a new software solution to a Fortune 500 customer. He was wondering how he should structure the company to best meet the requirements for this particular customer, while... View Details

Keywords: Business Model; Business Startups; Trends; Communication; Customer Focus and Relationships; Selection and Staffing; Time Management; Organizational Change and Adaptation; Business Strategy; Software; Computer Industry

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Iansiti, Marco, and Alison Berkley Wagonfeld. "Model N Inc." Harvard Business School Case 604-015, July 2003. (Revised October 2013.)

• April 1992 (Revised July 1992)
• Case

U.S. Robotics, Inc.

U.S. Robotics (USR) is a fast-growing $80 million computer communications company with the aggressive growth target of becoming a $500 million company by 1995. It is widely accepted as the technology leader in its market, and relies strongly on its ability to bring... View Details

Keywords: Organizational Change and Adaptation; Expansion; Product Development; Growth and Development Strategy; Computer Industry; Communications Industry; United States

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Upton, David M. "U.S. Robotics, Inc." Harvard Business School Case 692-061, April 1992. (Revised July 1992.)

• July 2010 (Revised September 2012)
• Case

Public Architecture

By: Lakshmi Ramarajan, Christopher Marquis and Bobbi Thomason

Public Architecture is a non-profit architecture company dedicated to creating social and professional change through design for the public good. Public has focused on three strategies to create change: 1) promoting the design community's commitment to pro bono work,... View Details

Keywords: Design; Innovation and Management; Growth and Development Strategy; Corporate Social Responsibility and Impact; Organizational Culture; Organizational Structure; Nonprofit Organizations; Business Strategy; Integration

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Ramarajan, Lakshmi, Christopher Marquis, and Bobbi Thomason. "Public Architecture." Harvard Business School Case 411-030, July 2010. (Revised September 2012.)

• Research Summary

Overview

Professor Goh’s primary research interest is applying mathematical models to real-world problems in health care in order to inform, improve, and enhance medical decision making and health policy. His recent work in this domain focuses on developing new methods for... View Details

Keywords: Uncertainty; Optimization; Inventory Management; Health; Decision Making; Supply Chain

• June 2000 (Revised November 2007)
• Case

Dogfight over Europe: Ryanair (A)

By: Jan W. Rivkin

In April 1986, the Ryan brothers announce that their fledging Irish airline Ryanair will soon commence service between Dublin and London. For the first time, Ryanair will face formidable competitors such as Aer Lingus and British Airways on a major route. Students are... View Details

Keywords: Market Entry and Exit; Competition; Air Transportation Industry; Republic of Ireland

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Rivkin, Jan W. "Dogfight over Europe: Ryanair (A)." Harvard Business School Case 700-115, June 2000. (Revised November 2007.)