Publications

Read Now

09 May 2024
Research & Ideas

Called Back to the Office? How You Benefit from Ideas You Didn't Know You Were Missing

classrooms, labs, dining halls, and elsewhere on campuses have a unique influence on the course of scientific research, according to the study, coauthored by Eamon Duede, a postdoctoral fellow at the Digital Data Design Institute at... View Details

Keywords: by Ben Rand

December 2024
Case

Blue Cross Blue Shield of Michigan (BCBSM): The AI Journey

By: Shikhar Ghosh

In early 2024, Bill Fandrich, Executive VP and CIO of Blue Cross Blue Shield of Michigan (BCBSM), faced a critical decision about AI adoption within the organization. Fandrich had championed AI implementation at BCBSM. After successfully developing three AI... View Details

August 2020 (Revised January 2022)
Case

1928 Diagnostics: Fighting Antibiotics Resistance

By: Ariel D. Stern and Daniela Beyersdorfer

In 2019, the co-founders of the Swedish medical start-up 1928 Diagnostics, CEO Dr. Kristina Lagerstedt and COO Dr. Susanne Staaf, had to pick the right business model to commercialize their novel technology to hospitals and health care providers. Developed in... View Details

Keywords: Health Care and Treatment; Entrepreneurship; Leadership; Science-Based Business; Growth and Development Strategy; Business Growth and Maturation; Business Model; Information Technology; Digital Platforms; Health Disorders; Market Entry and Exit; Value Creation; Business and Stakeholder Relations; Health Industry; Medical Devices and Supplies Industry; Technology Industry; Europe; Sweden

26 Mar 2024
Research & Ideas

How Humans Outshine AI in Adapting to Change

a player’s keypress. To complete the game, the player—human or machine—had to navigate the digital self to a goal using four moves: up, down, right, or left. Human players used arrow keys. Each of the game versions interfered with the... View Details

Keywords: by Rachel Layne; Technology; Information Technology

Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang

Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details

Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry

SSRN

19 Feb 2019
First Look

New Research and Ideas, February 19, 2019

Swissgrid: Enterprise Risk Management in a Digital Age Kurt Meyer, chief risk officer of Swissgrid, the Swiss national electricity transmission system operator, reflects on the risk management system he installed after the deregulation... View Details

Keywords: Sean Silverthorne

29 Jul 2019
Research & Ideas

How Companies Benefit When Employees Work Remotely

student Cirrus Foroughi and Barbara Larson, executive professor of management at Northeastern University. While digital technology has made workers more efficient and accessible than ever before, many companies have been slow to let... View Details

Keywords: by Kristen Senz

October 2001 (Revised April 2002)
Case

America Online, Inc.: Disclosure Strategy

By: Amy P. Hutton and David Lane

Since going public, AOL had disclosed on a quarterly basis supplemental metrics meant to give analysts and investors a way of tracking growth in its subscriber base and the value created through its marketing efforts. These metrics gave management's conversations with... View Details

Keywords: Business Model; Internet and the Web; Change Management; Internet and the Web; Corporate Disclosure; Media; Digital Marketing; Information Technology Industry; Media and Broadcasting Industry

Find at Harvard

16 Nov 2016
Research & Ideas

Turning One Thousand Customers into One Million

integrated social media. Eventually, Etsy fostered an ecosystem of more than 150 third-party apps and tools to empower and support the sellers. Shifting from supply to demand As these platforms began acquiring new customers using View Details

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

January 2014
Case

Social Strategy at Cisco Systems

By: Mikolaj Jan Piskorski, Daniel Malter and Aaron Smith

In April 2013, Jeanne Beliveau-Dunn, vice president and general manager for Learning@Cisco Systems, was planning the future of the Cisco Learning Network, an online platform hosted at Cisco.com. Since its launch in 2008, the Cisco Learning Network provided content to... View Details

Keywords: Networks; Digital Platforms; Internet and the Web; Competency and Skills; Learning; Web Services Industry

April 2013 (Revised October 2013)
Case

National Instruments

By: Lynda M. Applegate, Keri Pearlson and Natalie Kindred

This case explores the use of social media to support product design, customer support, marketing and HR activities at National Instruments (NI). Based in Austin, Texas, with over $1 billion in 2011 sales, NI designs, produces, and sells software and hardware platforms... View Details

Keywords: Organizational Structure; Applications and Software; Organizational Culture; Technological Innovation; Digital Platforms; Innovation and Management; Media; Management Systems; Social and Collaborative Networks; Information Technology Industry; Service Industry; Texas

2025
Working Paper

Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces

By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno

Most online sales worldwide take place in marketplaces that connect sellers and buyers. The presence of numerous third-party sellers leads to a proliferation of listings for each product, making it difficult for customers to choose between the available options. Online... View Details

Keywords: Algorithms; E-commerce; Sales; Digital Marketing; Internet and the Web; Customer Satisfaction

SSRN

February 2011
Case

oDesk: Changing How the World Works

By: Boris Groysberg, David A. Thomas and Jennifer M. Tydlaska

It is 2010, and Gary Swart, CEO of oDesk, is contemplating the next steps for his organization. Founded in 2004 in California, oDesk operates an online marketplace which matches Employers with Contractors. oDesk provides fact-based information on Contractors, including... View Details

Keywords: Recruitment; Leadership; Growth and Development Strategy; Digital Platforms; Marketplace Matching; Corporate Strategy; Internet and the Web; Consulting Industry