Publications

November 1991 (Revised October 1993)
Supplement

British Airways: ""Go for It, America!"" Promotion (B)

By: Stephen A. Greyser

Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details

Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry

12 Oct 1999
Research & Ideas

Throwing Your Opponent: Strategies for the Internet Age

the dynamic introduced by companies like Netscape that have helped build the information infrastructure of the Internet age. Yoffie and Cusumano point out, for example, that one of Netscape's pioneering achievements was reducing the... View Details

Keywords: by Daniel Penrice

November 2007
Background Note

Event Arbitrage

By: Joshua D. Coval and Erik Stafford

The event arbitrage module includes two simulation sessions. The first simulation focuses on analyzing and evaluating individual merger transactions, while the second simulation emphasizes managing a portfolio of individual positions and the limitations of arbitrage... View Details

Keywords: Mergers and Acquisitions; Capital Markets; Financial Management; Investment Portfolio; Risk Management

November – December 2011
Article

Explaining Influence Rents: The Case for an Institutions-Based View of Strategy

By: Gautam Ahuja and Sai Yayavaram

Research in strategy has identified and tried to explain four types of rents: monopolistic rents, efficiency rents, quasi rents, and Schumpeterian rents. Building on previous work on political and institutional strategies, we add a fifth type of rent: influence rents.... View Details

Keywords: Institutions; Influence Rents; Generic Strategies; Strategy; Organizations; Renting or Rental; Economics

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March 2005
Case

Chicago Board Options Exchange (CBOE), The

By: George C. Chacko, Anders Sjoman, Daniela Beyersdorfer and George Robert Nelson

The Chicago Board Options Exchange (CBEO) must decide how to respond to new competition in the market for financial options. Options have typically been a very liquid asset class, despite the fact that many single-name options are listed on the CBOE, the second largest... View Details

Keywords: Internet and the Web; Financial Liquidity; Financial Markets; Financial Services Industry; Chicago

August 2013 (Revised September 2015)
Case

Coursera

By: Ramon Casadesus-Masanell and Hyunjin Kim

By providing free and open-access online courses at a large scale, Massive Open Online Course (MOOC) platforms seek to innovate the business models of the traditional higher education industry. In a little over a year, Coursera had grown at a rapid rate to emerge as a... View Details

Keywords: Business Models; Strategy; Competition; Business Model; Internet and the Web; Higher Education; Competitive Advantage; Education Industry

February 2008 (Revised September 2008)
Case

Apple Inc., 2008

By: David B. Yoffie and Michael Slind

In January 2007, three decades after its incorporation, Apple Computer shed the second word in its name and became Apple Inc. With that move, the company signaled a fundamental shift away from its historic status as a vendor of the Macintosh personal computer (PC)... View Details

Keywords: Business Model; Leadership; Industry Growth; Corporate Strategy; Information Infrastructure; Internet and the Web; Consumer Products Industry; Electronics Industry; Technology Industry

April 2020
Article

Field Comparisons of Incentive-Compatible Preference Elicitation Techniques

By: Shawn A. Cole, A. Nilesh Fernando, Daniel Stein and Jeremy Tobacman

Knowledge of consumer demand is important for firms, policy makers, and economists. One common tool for incentive-compatible demand elicitation, the Becker-DeGroot-Marschak (BDM) mechanism, has been widely used in laboratory settings but rarely evaluated for... View Details

Keywords: Incentive-compatible Elicitation; Experimental Methods; Weather Insurance; Rainfall Insurance; Agricultural Extension; Demand and Consumers

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March 2017 (Revised February 2018)
Case

VMware and the Public Cloud

By: Raffaella Sadun and Christine Snively

In 2015, VMware, a pioneer in server and network virtualization and a member of parent company EMC’s “federation” of companies, had set its sights on becoming a leading public cloud provider. Two years prior, VMware first entered the public cloud market with its vCloud... View Details

Keywords: Information Technology; Information Infrastructure; Applications and Software; Growth and Development Strategy; Internet and the Web; Information Technology Industry; Information Technology Industry; Information Technology Industry

April 2005 (Revised February 2007)
Case

American Outsourcing

By: Richard H.K. Vietor and Alexander Veytsman

Covers the phenomenon of outsourcing jobs from the United States. Reviews the evolution of Mexico's Maquiladoras, manufacturing special economic areas in China, and information technology and service-sourcing in India. Also reviews exports/imports, exchange rates,... View Details

Keywords: Job Cuts and Outsourcing; Employment; Emerging Markets; Wages; Trade; United States; Mexico; China; India

20 Mar 2009
Working Paper Summaries

Catering to Characteristics

Keywords: by Robin Greenwood & Samuel Hanson; Technology

2021
Working Paper

Accounting for Product Impact in the Pharmaceuticals Industry

By: Amanda Rischbieth, George Serafeim and Katie Trinh

We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the pharmaceuticals industry. We design a monetization methodology that allows us to calculate monetary impact estimates of accessible... View Details

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December 2010 (Revised June 2014)
Supplement

eBay Partner Network — slide supplement

By: Benjamin Edelman

eBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale... View Details

Keywords: History; Job Cuts and Outsourcing; Internet and the Web; Markets; Marketing Channels; Negotiation Participants; Marketing; Compensation and Benefits; Service Industry

February 2001
Case

BarnesandNoble.com (B)

By: Jeffrey F. Rayport, Dickson Louie and William A. Sahlman

At the end of 1998, Jonathan Bulkeley, the newly-named CEO of barnesandnoble.com, is faced with a challenge. As the second leading online bookseller behind Amazon.com, barnesandnoble.com must build its market share. With Forrester Research predicting that the online... View Details

Keywords: Internet and the Web; Marketing Strategy; Publishing Industry

November 2019
Teaching Note

The Bundesliga in the U.S.

By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer

This Teaching Note addresses the classroom use of the case on the strategy of Germany’s premier football (soccer) league to “win the marketplace of U.S. sports broadcasters and consumers.” The note includes study questions and a teaching plan that also draws on... View Details

Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Sports Industry; United States