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      • March 2019
      • Case

      HOPI: Turkey's Shopping Companion

      By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
      The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details
      Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey
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      Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
      • March 2019
      • Case

      DayTwo: Going to Market with Gut Microbiome

      By: Ayelet Israeli and David Lane
      DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
      Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health & Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; "USA,"; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
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      Israeli, Ayelet, and David Lane. "DayTwo: Going to Market with Gut Microbiome." Harvard Business School Case 519-010, March 2019.
      • December 2018 (Revised February 2020)
      • Case

      Fishbowl: Scaling Up

      By: Leslie K. John
      Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
      Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Communications Industry; Employment Industry; Media and Broadcasting Industry; Technology Industry; Telecommunications Industry; United States
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      John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Case 919-013, December 2018. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
      • October 2018 (Revised May 2019)
      • Teaching Note

      Intuit: Turbo Tax PersonalPro - A Tale of Two Entrepreneurs

      By: Joseph Fuller, Shikhar Ghosh and Monica Baraldi
      Teaching Note for HBS No. 816-048. The case tells the story of a product manager within Intuit who develops an idea for a new product that spans two of the company's existing business units—professional tax software, sold to accountants, and the consumer focused... View Details
      Keywords: Business Units; Business or Company Management; Applications and Software; Accounting; Product Development; Financial Services Industry
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      Fuller, Joseph, Shikhar Ghosh, and Monica Baraldi. "Intuit: Turbo Tax PersonalPro - A Tale of Two Entrepreneurs." Harvard Business School Teaching Note 319-045, October 2018. (Revised May 2019.)
      • October 2018
      • Case

      American Family Insurance and the Artificial Intelligence Opportunity

      By: Rajiv Lal and Scott Johnson
      Keywords: Artificial Intelligence; Machine Learning; Automation; Analytics; American Family; American Family Insurance; Insurance; Business Organization; Transformation; Talent and Talent Management; Employee Relationship Management; Innovation Strategy; Job Cuts and Outsourcing; Risk and Uncertainty; Mobile and Wireless Technology; Technology Adoption; Internet and the Web; Applications and Software; Corporate Strategy; AI and Machine Learning; Digital Transformation; Insurance Industry; Technology Industry; Wisconsin
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      Lal, Rajiv, and Scott Johnson. "American Family Insurance and the Artificial Intelligence Opportunity." Harvard Business School Case 519-028, October 2018.
      • October 2018 (Revised July 2023)
      • Case

      Innovation at Uber: The Launch of Express POOL

      By: Chiara Farronato, Alan MacCormack and Sarah Mehta
      Set in March 2018, the case follows ride-sharing company Uber as it develops and launches a new product called Express POOL. This product offers a reduced price to riders willing to carpool, walk a short distance to/from their pick-up and drop-off points, and wait a... View Details
      Keywords: Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Information Technology; Mobile and Wireless Technology; Applications and Software; Digital Platforms; Decision Making; Technology Industry; California; San Francisco
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      Farronato, Chiara, Alan MacCormack, and Sarah Mehta. "Innovation at Uber: The Launch of Express POOL." Harvard Business School Case 619-003, October 2018. (Revised July 2023.)
      • September 2018 (Revised December 2019)
      • Case

      Zebra Medical Vision

      By: Shane Greenstein and Sarah Gulick
      An Israeli startup founded in 2014, Zebra Medical Vision developed algorithms that produced diagnoses from X-rays, mammograms, and CT-scans. The algorithms used deep learning and digitized radiology scans to create software that could assist doctors in making... View Details
      Keywords: Radiology; Machine Learning; X-ray; CT Scan; Medical Technology; Probability; FDA 510(k); Diagnosis; Business Startups; Health Care and Treatment; Information Technology; Applications and Software; Competitive Strategy; Product Development; Commercialization; Decision Choices and Conditions; Health Industry; Medical Devices and Supplies Industry; Technology Industry; Israel
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      Greenstein, Shane, and Sarah Gulick. "Zebra Medical Vision." Harvard Business School Case 619-014, September 2018. (Revised December 2019.)
      • August 2018 (Revised October 2019)
      • Case

      C3.ai—Driven to Succeed

      By: Robert Simons and George Gonzalez
      CEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee... View Details
      Keywords: Strategy Execution; Performance Measurement; Critical Performance Variables; Strategic Boundaries; Internet Of Things; Artificial Intelligence; Software Development; Big Data; Machine Learning; Business Startups; Management Style; Business Strategy; Performance; Measurement and Metrics; Organizational Culture; AI and Machine Learning; Digital Transformation; Applications and Software; Digital Marketing; Analytics and Data Science; Technology Industry; United States; California
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      Simons, Robert, and George Gonzalez. "C3.ai—Driven to Succeed." Harvard Business School Case 119-004, August 2018. (Revised October 2019.)
      • 2018
      • Working Paper

      Some Facts of High-Tech Patenting

      By: Michael Webb, Nick Short, Nicholas Bloom and Josh Lerner
      Patenting in software, cloud computing, and artificial intelligence has grown rapidly in recent years. Such patents are acquired primarily by large U.S. technology firms such as IBM, Microsoft, Google, and HP, as well as by Japanese multinationals such as Sony, Canon,... View Details
      Keywords: Patents; Applications and Software; Technological Innovation; United States
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      Webb, Michael, Nick Short, Nicholas Bloom, and Josh Lerner. "Some Facts of High-Tech Patenting." Harvard Business School Working Paper, No. 19-014, August 2018. (NBER Working Paper Series, No. 24793, July 2018.)
      • June 2018 (Revised July 2018)
      • Teaching Note

      Mark43

      By: Thomas Eisenmann, Mitchell Weiss and Matt Higgins
      Teaching Note for HBS No. 817-016. The founders of Mark43, an early-stage startup that provides software for law enforcement agencies, must decide whether to bid on a request for proposals (RFP) from the Los Angeles Police Department (LAPD). On the one hand, LAPD would... View Details
      Keywords: Sales; Customers; Entrepreneurship; Applications and Software; Business Startups; Growth and Development Strategy; Decision Making; Technology Industry; District of Columbia; Los Angeles
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      Eisenmann, Thomas, Mitchell Weiss, and Matt Higgins. "Mark43." Harvard Business School Teaching Note 818-104, June 2018. (Revised July 2018.)
      • April 2018 (Revised July 2018)
      • Case

      Maersk: Betting on Blockchain

      By: Rajiv Lal and Scott Johnson
      In March 2018, international shipping giant Maersk is getting ready to debut a trade digitization platform. Maersk hopes the platform will help streamline global trade since shipping goods internationally is an extraordinarily complicated and inefficient process.... View Details
      Keywords: Maersk; IBM; Blockchain; Shipping; Shipping Line; Trade; Bitcoin; Digitization; Container Shipping; Joint Ventures; Ship Transportation; Transportation Networks; Digital Platforms; Information Technology; Technology Adoption; Applications and Software; Shipping Industry; Technology Industry
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      Lal, Rajiv, and Scott Johnson. "Maersk: Betting on Blockchain." Harvard Business School Case 518-089, April 2018. (Revised July 2018.)
      • March 2018 (Revised January 2020)
      • Supplement

      STRIVR (B): Moving into the Enterprise

      By: Rajiv Lal and Scott Johnson
      STRIVR, a company focused on virtual reality training, has decided to shift focus from sports to enterprise customers. The change in strategy requires the CEO to solve a number of issues. The company initally offered training for hard skills, but clients have been... View Details
      Keywords: Strivr; Virtual Reality; Soft Skills; Hard Skills; VR; Applications and Software; Market Entry and Exit; Business Strategy; Training; Sports; Technology Industry; Education Industry; United States
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      Lal, Rajiv, and Scott Johnson. "STRIVR (B): Moving into the Enterprise." Harvard Business School Supplement 518-091, March 2018. (Revised January 2020.)
      • March 2018
      • Case

      TrustSphere: Building a Market for Relationship Analytics

      By: Boris Groysberg and Katherine Connolly Baden
      Manish Goel was the CEO of TrustSphere, a seven-year-old company in the data analytics industry that focused squarely on relationship analytics, a space in which TrustSphere was pioneering a unique technology and solutions in the areas of sales, risk, and people... View Details
      Keywords: Data Analytics; People Analytics; Talent Management; Human Resources; Networks; Relationships; Analysis; Employee Relationship Management; Core Relationships; Applications and Software; Communication; Technology Industry; Singapore
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      Groysberg, Boris, and Katherine Connolly Baden. "TrustSphere: Building a Market for Relationship Analytics." Harvard Business School Case 418-070, March 2018.
      • March 2018
      • Case

      IBM: Watson and the Internet of Things

      By: Rajiv Lal and Scott Johnson
      IBM has recently launched a business unit devoted to the Internet of Things. The group's leadership team needs to figure out the best way to quickly scale its business in a fragmented and nascent market. View Details
      Keywords: IBM; Internet Of Things; Watson; Artificial Intelligence; Internet and the Web; Applications and Software; Mobile and Wireless Technology; Growth and Development Strategy; Emerging Markets; AI and Machine Learning; Technology Industry
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      Lal, Rajiv, and Scott Johnson. "IBM: Watson and the Internet of Things." Harvard Business School Case 518-027, March 2018.
      • February 2018
      • Case

      Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home

      By: Rajiv Lal and Scott Johnson
      Amazon, Google, and Apple all offer their own smart speaker. The devices represent each firm's entry point into the connected home market. All three companies come into the space with their own strengths and weaknesses. Who will win? View Details
      Keywords: Apple; Apple Inc.; Google; Amazon; Amazon.com; Google Home; Homepod; Echo; Smart Home; Connected Home; Voice; Artificial Intelligence; Machine Learning; Internet Of Things; Smart Speaker; Connected Speaker; Intelligent Assistants; Virtual Assistants; Voice Assistants; Alexa; Google Assistant; Siri; Technological Innovation; Disruptive Innovation; Competitive Strategy; Business Strategy; Adoption; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Technology Adoption; Digital Platforms; Household; AI and Machine Learning; Electronics Industry; Technology Industry; United States
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      Lal, Rajiv, and Scott Johnson. "Amazon, Google, and Apple: Smart Speakers and the Battle for the Connected Home." Harvard Business School Case 518-035, February 2018.
      • February 2018 (Revised March 2018)
      • Case

      Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP)

      By: Lauren Cohen, Christopher Malloy and William Powley
      This case examines the intersection of two firms (Cogent Labs—a machine learning software firm in Tokyo; and Google, the technology infrastructure giant) attempting to exploit the benefits of artificial intelligence and machine learning in the financial services... View Details
      Keywords: Technological Innovation; Finance; Growth and Development Strategy; Business Model; Applications and Software; Infrastructure; Technology Industry; Financial Services Industry
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      Cohen, Lauren, Christopher Malloy, and William Powley. "Artificial Intelligence and the Machine Learning Revolution in Finance: Cogent Labs and the Google Cloud Platform (GCP)." Harvard Business School Case 218-080, February 2018. (Revised March 2018.)
      • February 2018 (Revised October 2019)
      • Case

      HubSpot and Motion AI: Chatbot-Enabled CRM

      By: Jill Avery and Thomas Steenburgh
      HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact... View Details
      Keywords: CRM; Sales Management; Customer Service; Artificial Intelligence; B2B Vs. B2C; Business Marketing; SaaS; Marketing; Marketing Strategy; Brands and Branding; Customer Focus and Relationships; Sales; Salesforce Management; Technological Innovation; Applications and Software; Customer Relationship Management; AI and Machine Learning; Technology Industry; Service Industry; United States; North America
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      Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
      • February 2018 (Revised December 2019)
      • Case

      Rise of the Drones: Identified Technologies

      By: Andy Wu and George Gonzalez
      The founder and CEO of Identified Technologies, a Pittsburgh-based drone software and services company, faces a dilemma when San Francisco–based DroneDeploy begins to disrupt the industry with its drone software platform. Identified Technologies needs to consider... View Details
      Keywords: Applications and Software; Digital Platforms; Disruption; Network Effects; Computer Industry; Web Services Industry; Pittsburgh; San Francisco
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      Wu, Andy, and George Gonzalez. "Rise of the Drones: Identified Technologies." Harvard Business School Case 718-482, February 2018. (Revised December 2019.)
      • January 2018 (Revised January 2019)
      • Case

      ZappRx

      By: Jeffrey J. Bussgang and Olivia Hull
      In October 2015, ZappRx founder Zoe Barry is deciding between two business models for her health technology start-up. Her product, a software application that aims to expedite the prescription fulfillment process for patients with rare diseases, has attracted interest... View Details
      Keywords: Speciality Drugs; Hub Services; Pivot; Speciality Prescriptions; Health Care and Treatment; Customization and Personalization; Internet and the Web; Business Model; Decision Choices and Conditions; Pharmaceutical Industry; Massachusetts
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      Bussgang, Jeffrey J., and Olivia Hull. "ZappRx." Harvard Business School Case 818-001, January 2018. (Revised January 2019.)
      • January 2018 (Revised August 2020)
      • Background Note

      Continuous Software Development: Agile's Successor

      By: Jeffrey J. Bussgang, Samuel Clemens and Olivia Hull
      In recent years, the twin software development methodologies of continuous delivery and continuous deployment have risen to prominence in the start-up world and beyond. These methods have enabled technology companies large and small to accelerate their product... View Details
      Keywords: Continuous Improvement; Continuous Development; Continuous Delivery; Continuous Integration; Product Development Processes; Computer Programming; Agile; Waterfall; Software Applications; Software Engineering; Applications and Software; Information Technology; Technological Innovation; Product Development; Customer Focus and Relationships; Entrepreneurship; Organizational Change and Adaptation; Organizational Structure; Quality; Product Marketing; Product; Infrastructure; Information Infrastructure; Computer Industry; Technology Industry; Information Technology Industry; Web Services Industry; Massachusetts; Boston
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      Bussgang, Jeffrey J., Samuel Clemens, and Olivia Hull. "Continuous Software Development: Agile's Successor." Harvard Business School Background Note 818-055, January 2018. (Revised August 2020.)
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