Publications

September 2019 (Revised May 2020)
Supplement

Keroche (D): Transforming the Core Business

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case describes Keroche co-founder Tabitha Karanja’s decision to exit the wine business following the Kenyan government’s 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines,... View Details

October 2006 (Revised February 2010)
Case

Linux vs. Windows

By: Ramon Casadesus-Masanell and Jordan Mitchell

As of 2006, Microsoft is finding that its dominant position in client and server operating systems is under attack from Linux. While Linux has only 3% of the worldwide installed base of PC operating systems, it had captured 20% of the server market by the end of 2005... View Details

Keywords: Business Model; For-Profit Firms; Open Source Distribution; Competitive Strategy; Applications and Software; Value; Technology Industry

Research Summary

Competing business models

By: Ramon Casadesus-Masanell

Building on the literatures on competitive positioning and the theory of industrial organization, my work seeks to tackle previously unaddressed questions by studying situations where firms compete in dissimilar ways. Some examples of these questions include:View Details

March 2006 (Revised September 2006)
Case

Irizar in 2005

By: Ramon Casadesus-Masanell and Jordan Mitchell

In June 2005, Koldo Saratxaga, the leader of Basque-based luxury coach manufacturer Irizar, decided to leave after 14 years at the helm of the worker-owned cooperative. Under Saratxaga's stewardship, Irizar was saved from near bankruptcy in 1991 and has become a highly... View Details

Keywords: Business Model; Business Startups; Customer Focus and Relationships; Resignation and Termination; Leadership Style; Production; Quality; Luxury; Competitive Advantage; Construction Industry; Real Estate Industry; South Africa; China; India; Mexico; Brazil

October 2019
Supplement

Airbus vs. Boeing (L): Discontinuing the A380 (February 2019)

By: Ramon Casadesus-Masanell and Karen Elterman

This case describes Airbus’ February 2019 announcement that it was ending production of the A380, with the last delivery scheduled for 2021. The announcement followed an order cancellation by Emirates, a major customer of the A380. The A380 had faced significant... View Details

Keywords: Product Development; Air Transportation; Projects; Competition; Air Transportation Industry; Manufacturing Industry; United States; Europe

January – February 2011
Article

How to Design a Winning Business Model

By: Ramon Casadesus-Masanell and Joan E. Ricart

Most executives believe that competing through business models is critical for success, but few have come to grips with how best to do so. One common mistake is enterprises' unwavering focus on creating innovative models and evaluating their efficacy in standalone... View Details

Keywords: Business Model; Design; Strength and Weakness; Competitive Strategy; Competitive Advantage

June 2009 (Revised February 2010)
Case

Cirque du Soleil -- The High-Wire Act of Building Sustainable Partnerships

By: Ramon Casadesus-Masanell and Maxime Aucoin

The case describes the history and business model of Cirque du Soleil (CdS). The case allows for a rich discussion and analysis of Cirque du Soleil's business model with an emphasis on how it interacts with that of MGM Mirage. Le Cirque and MGM's business models... View Details

Keywords: Business Model; Investment; Profit; Globalized Markets and Industries; Growth and Development Strategy; Market Entry and Exit; Partners and Partnerships; Trust; Entertainment and Recreation Industry

19 Jun 2012
First Look

First Look: June 19

making complex decisions. Under some circumstances, unconscious thought improves decisions even more than conscious thought. Executive functioning depends on energy provided by glucose, and we know from previous research that the... View Details

Keywords: Sean Silverthorne

March 2019
Supplement

KITEA (E): IKEA's Opening Day

By: Ramon Casadesus-Masanell and Gamze Yucaoglu

The case opens in 2016 as Amine Benkirane, CEO of the furniture retailer KITEA, observes KITEA’s dormant sales on the day IKEA opens its first store in Morocco. It then provides information on IKEA’s Morocco store, as well as a detailed pricing comparison between IKEA... View Details

Keywords: Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Retail Industry; Africa; North Africa; Morocco

April 2017
Supplement

Imprimis (C)

By: Ramon Casadesus-Masanell, Karen Elterman and Marc Appel

This case is a supplement to Imprimis (A & B). Set in 2015, it first describes Imprimis’s decision to introduce its own line of compounded eye drop medication called LessDrops. The case then examines the moral dilemma faced by CEO Mark Baum, who was struck by the... View Details

Keywords: Health Care and Treatment; Cost; Moral Sensibility; Competitive Strategy; Decision Choices and Conditions; Pharmaceutical Industry; United States

March 2015
Article

Business Model Evaluation: Quantifying Walmart's Sources of Advantage

By: Humberto Brea-Solís, Ramon Casadesus-Masanell and Emili Grifell-Tatjé

We develop an analytical framework on the basis of the economics of business performance to provide quantitative insight into the link between a firm's business model choices and its profit consequences. The method is applied to Walmart by building a qualitative... View Details

Keywords: Business Models; Quantitative Analysis; Walmart; Production Theory; Business Model; Competitive Advantage; Profit

Read Now

2008
Working Paper

Platform Competition, Compatibility, and Social Efficiency

By: Ramon Casadesus-Masanell and Francisco Ruiz-Aliseda

Katz and Shapiro (1985) study systems compatibility in settings with one-sided plat- forms and direct network effects. We consider systems compatibility in settings with two-sided platforms and indirect network effects to develop an explanation why markets with... View Details

Keywords: Network Effects; One-Sided Platforms; Two-Sided Platforms; Competition

Read Now

May 2017
Supplement

Betfair (C)

By: Ramon Casadesus-Masanell, John Heilbron and Neil Campbell

Prompted by a takeover bid from CVC, Betfair reassesses the strengths and weaknesses of the exchange model. View Details

Keywords: Betfair; Exchange; Betting; Betting Markets; Diversification; Market Design; Business Model; Entertainment and Recreation Industry; Europe

July 2007 (Revised February 2010)
Case

Launching Telmore (A)

By: Ramon Casadesus-Masanell, Celso Fernandez and Moritz Jobke

When the Danish mobile phone service provider Telmore entered the market in October 2000, few people took notice. Its business model was not perceived as particularly aggressive or threatening to the industry. Less than three years later, Telmore's creative adaptation... View Details

Keywords: Business Model; Disruptive Innovation; Market Entry and Exit; Creativity; Adaptation; Competitive Advantage; Telecommunications Industry; Denmark

January – February 2012
Article

When One Business Model Isn't Enough

By: Ramon Casadesus-Masanell and Jorge Tarzijan

Trying to operate two business models at once often causes strategic failure. Yet LAN Airlines, a Chilean carrier, runs three models successfully. Casadesus-Masanell, of Harvard Business School, and Tarziján, of the Pontificia Universidad Católica de Chile, explore how... View Details

Keywords: Integration; Failure; Business Model; Service Operations; Asset Management; Value; Complexity; Competency and Skills; Business Strategy; Management Analysis, Tools, and Techniques; Risk and Uncertainty; Customer Relationship Management; Air Transportation Industry

2007
Working Paper

Bandwidth Allocation in Peer-to-Peer Filesharing Networks

By: Albert Creus-Mir, Ramon Casadesus-Masanell and Andres Hervas-Drane

We present a model of bandwidth allocation in a stylized peer-to-peer file sharing network with s peers (sharers) who share files and download from each other and f peers (freeriders) who download from sharers but do not contribute files. Assuming that upload bandwidth... View Details

Keywords: Information Infrastructure; Resource Allocation

Article

Trust and Incentives in Agency

By: Ramon Casadesus-Masanell and Daniel F Spulber

Contracts between a principal and an agent are not formed in a vacuum. Although formal contracts between a principal and an agent contain explicit incentives for performance, the relationship between a principal and an agent also involves implicit incentives. Three... View Details

Keywords: Trust; Motivation and Incentives; Agency Theory; Contracts; Market Transactions; Performance; Relationships; Societal Protocols; Legal Liability; Cost

April 2010
Article

From Strategy to Business Models and onto Tactics

By: Ramon Casadesus-Masanell and Joan Enric Ricart

The notion of business model has been used by strategy scholars to refer to "the logic of the firm, the way it operates and how it creates value for its stakeholders." On the surface, this notion appears to be similar to that of strategy. We present a conceptual... View Details

Keywords: Business Model; Competitive Strategy; Value Creation; Business and Stakeholder Relations; Framework; Negotiation Tactics; Competition