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  • April 8, 2024
  • Article

Loyalty Programs May Limit Competition, and They Could Be Pushing Prices up for Everyone

By: Alexandru Nichifor and Scott Duke Kominers
Keywords: Customer Focus and Relationships; Competitive Strategy; Consumer Behavior; Brands and Branding
Related
  • April 2024 (Revised July 2024)
  • Case

Market Dynamics and Moral Dilemmas: Novo Nordisk’s Weight-Loss Drugs

By: Joseph L. Badaracco, Tom Quinn and John Schultz
Danish pharmaceutical company Novo Nordisk was owned by a charitable foundation, and since its founding in the 1920s had focused on producing insulin to treat diabetes. In 2017, however, it released Ozempic, a diabetes treatment with the revolutionary side effect of... View Details
Keywords: Cost vs Benefits; Decisions; Judgments; Values and Beliefs; Global Strategy; Health Care and Treatment; Patents; Growth and Development Strategy; Growth Management; Product Positioning; Supply and Industry; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Philanthropy and Charitable Giving; Opportunities; Social Issues; Equality and Inequality; Pharmaceutical Industry; Health Industry; Denmark; United States; Europe; China; India; Middle East; North Africa
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  • April 2024 (Revised February 2025)
  • Teaching Note

eBee: Affordable Mobility for Africa

By: Ramon Casadesus-Masanell, Gamze Yucaoglu and Jordan Mitchell
Teaching Note for HBS Case No. 724-360.The case opens in March 2023, as Sten van der Ham and Jaap Maljers, CEO and co-founder of eBee, an electric bike (e-bike) company in Africa, are contemplating the different avenues for growth and path to profitability for the... View Details
Keywords: Business Model; Value Creation; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Business Startups; Growth and Development Strategy; Business Strategy; Product Marketing; Entrepreneurial Finance; Bicycle Industry; Africa; Kenya
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  • March 2024 (Revised April 2024)
  • Case

Angel City Football Club: Scoring a New Model

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
In January 2024, Kara Nortman, Julie Uhrman, and Natalie Portman, the founders of Angel City Football Club (ACFC) were developing the club’s first three-year strategic plan. Founded in 2020, ACFC had a star-studded investor group, including Portman and celebrities such... View Details
Keywords: Sports; Entertainment; Entrepreneurship; Brands and Branding; Venture Capital; Business Model; Corporate Strategy; Digital Marketing; Sports Industry; Entertainment and Recreation Industry; United States; California; Los Angeles
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  • March 2024 (Revised April 2024)
  • Case

Coursera's Foray into GenAI

By: Suraj Srinivasan, Michael Parzen and Radhika Kak
In early 2023, Maggioncalda, CEO of US EdTech firm Coursera, launched Project Genesis to develop a strategy for incorporating GenAI capabilities into the firm's offerings, asking his teams to focus on value to the firm and cost of implementation. The team identified... View Details
Keywords: Business Model; AI and Machine Learning; Brands and Branding; Business Strategy; Competitive Advantage; Technological Innovation; Education Industry; Technology Industry; United States
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  • March 2024
  • Case

ixigo

By: Ranjay Gulati and Rachna Tahilyani
Ixigo is India’s second-largest online travel aggregator (OTA) and the market leader among private train OTAs. It has overcome numerous near-death crises to emerge as a customer-centric, profitable firm. It aspires to become the leading OTA in the next billion Internet... View Details
Keywords: Initial Public Offering; Profit; Growth and Development; Product Positioning; Travel Industry; India
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  • March 2024
  • Case

Teamworks: Tackling a Forecasting Fumble (A)

By: N. Louis Shipley and Stacy Straaberg
In late March 2018, Teamworks CEO Zach Maurides learned Q1 2018 sales were at risk for a large forecasting miss. Founded in 2004, Teamworks’s software application assisted support staff in messaging, scheduling, and sharing documents with collegiate and professional... View Details
Keywords: Acquisition; Business Growth and Maturation; Communication Strategy; Decisions; Forecasting and Prediction; Business Cycles; Technological Innovation; Sports; Growth and Development Strategy; Resource Allocation; Marketing; Sales; Business Strategy; Expansion; Sports Industry; Technology Industry; United States; North Carolina
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  • March 2024
  • Supplement

Teamworks: Tackling a Forecasting Fumble (B)

By: N. Louis Shipley, Stacy Straaberg and Tom Quinn
In late March 2018, Teamworks CEO Zach Maurides learned Q1 2018 sales were at risk for a large forecasting miss. Founded in 2004, Teamworks’s software application assisted support staff in messaging, scheduling, and sharing documents with collegiate and professional... View Details
Keywords: Acquisition; Business Growth and Maturation; Communication Strategy; Decisions; Forecasting and Prediction; Business Cycles; Technological Innovation; Sports; Growth and Development Strategy; Resource Allocation; Marketing; Sales; Business Strategy; Expansion; Valuation; Sports Industry; Technology Industry; United States; North Carolina
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  • March 2024
  • Case

Biomanufacturing Decentralization by Stämm

By: Paul A. Gompers, Jenyfeer Martínez Buitrago and Mariana Cal
In Buenos Aires, Argentina, cousins Llamazares and D’Alvia founded Stämm, a startup based on the idea of decentralizing biomanufacturing processes and downsizing biotech facilities. After raising its seed and series A rounds, and while finalizing its series B round in... View Details
Keywords: Business Model; Business Startups; Entrepreneurship; Venture Capital; Selection and Staffing; Technological Innovation; Science-Based Business; Business Strategy; Commercialization; Growth and Development Strategy; Product Launch; Research and Development; Biotechnology Industry; Latin America; South America; Argentina; Buenos Aires
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  • March 2024 (Revised May 2024)
  • Case

Amperity: First-Party Data at a Crossroads

By: Elie Ofek, Hema Yoganarasimhan and Alexis Lefort
In the summer of 2023, Amperity management was facing a critical decision on its future direction. Given the dramatic changes occurring within the digital advertising ecosystem, as concerns over consumer privacy placed limits on the ability to engage in third-party... View Details
Keywords: AI and Machine Learning; Technology Adoption; Business Strategy; Digital Marketing; Price; Product; Business or Company Management; Advertising Industry
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  • March 2024 (Revised April 2024)
  • Case

Out of Hand Theater: Monetizing Creativity

By: Christina Wallace, Henry McGee, Rohit Deshpandé and Max Hancock
Ariel Fristoe co-founded the Out of Hand Theater ensemble (OOH) in Atlanta in 2001. OOH began as a traditional theater nonprofit, which Ariel and her colleagues ran on a shoestring budget. But over the years, the group transformed: First, around 2010, OOH pivoted to... View Details
Keywords: Business Transformation; Theatre-company; Arts Marketing; Transformation; Theater Entertainment; Social Marketing; Business Model; Entertainment and Recreation Industry; Atlanta
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  • March 2024
  • Case

Expanding the Bicester Collection to New York

By: Boris Vallee, Kirby Brand, Kristina Brown, Julie McCrimlisk, Chloe Sztabnik and Arthur Segel
Secretariat, if anyone remembers, won the triple crown at the Belmont Race Track on Long Island, located at the nexus of La Guardia, JFK Airports, the Long Island Railroad and multiple major highways. Belmont Race Track is now being rebuilt along with an adjacent UBS... View Details
Keywords: Consumer Behavior; Urban Development; Brands and Branding; Entertainment and Recreation Industry; Sports Industry; Retail Industry; New York (state, US)
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  • March 2024 (Revised June 2025)
  • Teaching Note

CoPilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle and Maria P. Roche
This teaching note is the companion to case N9-624-010 CoPilot(s): Generative AI at Microsoft and GitHub, which takes place in late 2021. The case briefly describes the history of both GitHub and Microsoft with a particular focus on open source software (OSS)—software... View Details
Keywords: Mergers and Acquisitions; AI and Machine Learning; Applications and Software; Technological Innovation; Product Launch; Open Source Distribution; Product Development; Commercialization; Competition; Resource Allocation; Technology Industry
Related
  • March 2024
  • Case

Nomad: A License to Bank

By: Paul A. Gompers and Pedro Levindo
In late 2023, Lucas Vargas, CEO and co-founder of Nomad, a fintech that offered financial services in the United States for Brazilian residents, had to decide what to do to ensure the company’s continued expansion. Nomad launched its first product, a U.S. digital bank... View Details
Keywords: Mergers and Acquisitions; Business Startups; Customer Satisfaction; Decision Making; Entrepreneurship; Banks and Banking; Initial Public Offering; Global Strategy; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Organizational Culture; Going Public; Ownership Stake; Innovation and Invention; Strategic Planning; Business and Government Relations; Business and Stakeholder Relations; Risk and Uncertainty; Business Strategy; Competitive Advantage; Corporate Strategy; Diversification; Expansion; Vertical Integration; Leadership; Law; Banking Industry; Technology Industry; Service Industry; Brazil; United States; North America; Latin America
Related
  • March 2024
  • Case

East Rock Capital: 'Talent Is the Best Asset Class'

By: Boris Groysberg, Sarah L. Abbott and Izzy Yeoh
Adam Shapiro and Graham Duncan launched East Rock Capital, LLC in 2006 with a seed investment from Stuart Miller, executive chairman of Lennar Corporation. East Rock managed long-term assets for high-net-worth families, primarily working with external managers who had... View Details
Keywords: Alternative Assets; Hiring; HNW Products And Services; Recruiting; Hedge Funds; Wealth Management; Asset Management; Private Equity; Financial Institutions; Marketing Strategy; Growth and Development Strategy; Competitive Advantage; Financial Services Industry; United States
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  • March 2024
  • Case

Unintended Consequences of Algorithmic Personalization

By: Eva Ascarza and Ayelet Israeli
“Unintended Consequences of Algorithmic Personalization” (HBS No. 524-052) investigates algorithmic bias in marketing through four case studies featuring Apple, Uber, Facebook, and Amazon. Each study presents scenarios where these companies faced public criticism for... View Details
Keywords: Race; Gender; Marketing; Diversity; Customer Relationship Management; Prejudice and Bias; Customization and Personalization; Technology Industry; Retail Industry; United States
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  • February 2024
  • Teaching Note

UGG Steps into the Metaverse

By: Shunyuan Zhang and Sunil Gupta
Teaching Note for HBS Case No. 523-013. View Details
Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States
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  • February 21, 2024
  • Article

The NFT Staircase: How Digital Ownership Benefits Brands and Consumers

By: Scott Duke Kominers and Steve Kaczynski
One of our goals with our new book, The Everything Token: How NFTs and Web3 Will Transform the Way We Buy, Sell, and Create, is to unlock the power of nonfungible tokens, or NFTs, for business. National and international brands are already using NFTs in some of... View Details
Keywords: Non-fungible Tokens; NFTs; Brand; Brand Building; Digitization; Metaverse; Tokenization; Crypto Economy; Blockchain; Market Design; Brands and Branding; Value Creation
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  • February 2024 (Revised February 2024)
  • Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
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  • February 2024
  • Module Note

Data-Driven Marketing in Retail Markets

By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; ＂Marketing Analytics＂; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
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