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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

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

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

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

October 2018
Case

American Family Insurance and the Artificial Intelligence Opportunity

By: Rajiv Lal and Scott Johnson

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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