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  • October 2020 (Revised November 2023)
  • Case

COVID-19 Testing at Everlywell

By: Jeffrey J. Bussgang and Olivia Hull
In March 2020, as COVID-19 spreads rapidly across the U.S., Everlywell founder Julia Cheek considers how to respond as a small start-up specializing in at-home lab testing. After making dramatic budget cuts, she decides to pivot the organization to address the... View Details
Keywords: Entrepreneurship; Business Strategy; Venture Capital; Health Care and Treatment; Health Disorders; Leading Change; Technology Adoption; Digital Platforms; Competitive Strategy; Science; Adaptation; Corporate Social Responsibility and Impact; Crisis Management; Social Entrepreneurship; Ethics; Government Legislation; Health; Health Testing and Trials; Health Pandemics; Technology Industry; Technology Industry; Technology Industry; Texas; United States
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Bussgang, Jeffrey J., and Olivia Hull. "COVID-19 Testing at Everlywell." Harvard Business School Case 821-001, October 2020. (Revised November 2023.)
  • 2016
  • Article

Peer-to-Peer Markets

By: Liran Einav, Chiara Farronato and Jonathan Levin
Peer-to-peer markets such as eBay, Uber, and Airbnb allow small suppliers to compete with traditional providers of goods or services. We view the primary function of these markets as making it easy for buyers to find sellers and engage in convenient, trustworthy... View Details
Keywords: Peer-to-peer; Online Platforms; Matching; Innovation; Digital Platforms; Marketplace Matching; Market Design; Internet and the Web; Technology Adoption; Network Effects; Market Entry and Exit
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Einav, Liran, Chiara Farronato, and Jonathan Levin. "Peer-to-Peer Markets." Annual Review of Economics 8 (2016): 615–635.
  • February 1998 (Revised February 1999)
  • Case

FreeMarkets OnLine

By: V. Kasturi Rangan
Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how... View Details
Keywords: Cost Management; Growth and Development Strategy; Marketing Strategy; Bids and Bidding; Market Entry and Exit; Digital Platforms; Production; Electronics Industry
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Rangan, V. Kasturi. "FreeMarkets OnLine." Harvard Business School Case 598-109, February 1998. (Revised February 1999.)
  • 09 Oct 2012
  • First Look

First Look: October 9

Competency-destroying Technology Transitions: Why the Transition to Digital Is Particularly Challenging Willy ShihHarvard Business School Note 613-024 This note discusses technical aspects of the transition... View Details
Keywords: Sean Silverthorne
  • October 2006 (Revised October 2007)
  • Case

Google Advertising

By: Youngme E. Moon and David Chen
In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details
Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States
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Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
  • 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
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Groysberg, Boris, David A. Thomas, and Jennifer M. Tydlaska. "oDesk: Changing How the World Works." Harvard Business School Case 411-078, February 2011.
  • 19 Mar 2013
  • First Look

First Look: March 19

explores the changes that have taken place in the consumer television receiver market and the challenges faced by leaders of the analog market, like Sony. It is intended for use with the technical note, "Competency-destroying View Details
Keywords: Sean Silverthorne
  • 03 Dec 2001
  • Research & Ideas

Healthcare Conference Looks At Ailing Industry

was developed elsewhere, such as a digital form of DNA. The goal now is to redefine disease based on the underlying biological mechanisms, Lander said. By that token, diseases are going to surprise us. Reclassifying them means that some... View Details
Keywords: by Martha Lagace; Health
  • 23 Jan 2007
  • First Look

First Look: January 23, 2007

these periods of uncertainty as motivation to innovate, taking digital technology into new territory. Pixar Studios, MSNBC, the Xbox, and the phenomena of "infotainment" all arose from the ashes of... View Details
Keywords: Martha Lagace
  • May 2008 (Revised March 2010)
  • Supplement

Palm (D): Epilogue as of 2008

By: Ramon Casadesus-Masanell, Kevin Boudreau and Jordan Mitchell
This case series looks at three important inflection points in Palm's history that relate to decisions about its platform: when the company was debating whether to open its operating system (OS) for licensing to third-party hardware manufacturers; 2001, when the... View Details
Keywords: History; Decisions; Business Model; Technological Innovation; Value Creation; Digital Platforms; Rights; Competition
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Casadesus-Masanell, Ramon, Kevin Boudreau, and Jordan Mitchell. "Palm (D): Epilogue as of 2008." Harvard Business School Supplement 708-517, May 2008. (Revised March 2010.)
  • 2017
  • Working Paper

Platforms, Open/User Innovation, and Ecosystems: A Strategic Leadership Perspective

By: Elizabeth J. Altman and Michael L. Tushman
Platform, open/user innovation, and ecosystem strategies embrace and enable interactions with external entities. Firms pursuing these approaches conduct business and interact with environments differently than those pursuing traditional closed strategies. This paper... View Details
Keywords: Platforms; Open/user Innovation; Ecosystems; Crowdsourcing; Institutional Logics; Strategic Leadership; Top Management Teams; CEO Role; Organizational Change and Adaptation; Digital Platforms; Innovation and Invention; Organizational Design; Strategy; Managerial Roles
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Altman, Elizabeth J., and Michael L. Tushman. "Platforms, Open/User Innovation, and Ecosystems: A Strategic Leadership Perspective." Harvard Business School Working Paper, No. 17-076, February 2017. (Revised April 2017.)
  • January 2014 (Revised February 2015)
  • Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry
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Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
  • February 2000 (Revised May 2001)
  • Case

eBricks.com

By: Thomas R. Eisenmann
eBricks.com is developing an online marketplace for construction materials. The start-up company faces two decisions: 1) whether to merge with BluelineOnline.com, a firm providing project management solutions for the construction industry; and 2) whether to develop an... View Details
Keywords: Strategic Planning; Digital Platforms; Internet and the Web; Marketplace Matching; Decision Choices and Conditions; Business Startups; Construction Industry
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Eisenmann, Thomas R. "eBricks.com." Harvard Business School Case 800-327, February 2000. (Revised May 2001.)
  • June 2018 (Revised April 2021)
  • Supplement

Valuing Snap After the IPO Quiet Period

By: Benjamin C. Esty, Marco Di Maggio and Greg Saldutte
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; United States; California
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Esty, Benjamin C., Marco Di Maggio, and Greg Saldutte. "Valuing Snap After the IPO Quiet Period." Harvard Business School Spreadsheet Supplement 218-726, June 2018. (Revised April 2021.)
  • June 2018
  • Supplement

Valuing Snap After the IPO Quiet Period (B)

By: Marco Di Maggio and Benjamin C. Esty
Analyzes Snap’s value and analyst recommendations following the events described in the (A) case. View Details
Keywords: Sell-side Analysts; Underwriters; Investment Banking; Social Network; Discounted Cash Flow; Cost Of Capital; Conflicts Of Interest; Corporate Governance; Advertising; Quiet Period; Business Startups; Digital Marketing; Initial Public Offering; Information Infrastructure; Valuation; Venture Capital; Forecasting and Prediction; Social Media; Advertising Industry; Entertainment and Recreation Industry; Web Services Industry; United States; California
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Di Maggio, Marco, and Benjamin C. Esty. "Valuing Snap After the IPO Quiet Period (B)." Harvard Business School Supplement 218-096, June 2018.
  • 2025
  • Working Paper

Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details
Keywords: Large Language Models; Content Creation; Media; Polarization; Generative Ai; Direct Preference Optimization; AI and Machine Learning; News; Perspective; Digital Marketing; Policy; Media and Broadcasting Industry
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Cheng, Mengjie, Elie Ofek, and Hema Yoganarasimhan. "Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs." Harvard Business School Working Paper, No. 25-051, April 2025.
  • April 2021
  • Article

Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry

By: K. Francis Park, Robert Seamans and Feng Zhu
We examine how heterogeneity in customers’ tendencies to single-home or multi-home affects a platform’s competitive responses to new entrants in the market. We first develop a formal model to generate predictions about how a platform will respond. We then empirically... View Details
Keywords: Single-homing; Multi-homing; Platform Responses; Newpaper; Television; Digital Platforms; Market Entry and Exit; Newspapers; Television Entertainment; History; Journalism and News Industry; Media and Broadcasting Industry
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Park, K. Francis, Robert Seamans, and Feng Zhu. "Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry." Strategic Management Journal 42, no. 4 (April 2021): 684–709.
  • January 2017
  • Case

Expanding Ecommerce at Technos

By: Thales Teixeira, Rohit Deshpandé, Ruth Costas and Priscilla Zogbi
Technos was the market leader in the Brazilian watch market. Its CEO had made a firm commitment to evolve the company’s marketing and commercial practices by focusing less on pushing product to retail clients and more on branding to end consumers to pull watches from... View Details
Keywords: Technos; Watch; Wristwatch; Ecommerce; Online Shopping; Distribution; Website; Marketing; Brazil; Latin America; Branding; Trade; Marketplace; Brands and Branding; Marketing Strategy; Internet and the Web; E-commerce; Digital Marketing; Apparel and Accessories Industry; Brazil
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Teixeira, Thales, Rohit Deshpandé, Ruth Costas, and Priscilla Zogbi. "Expanding Ecommerce at Technos." Harvard Business School Case 517-078, January 2017.
  • March 2006
  • Case

Bringing OTC back to the Exchange: Euronext.liffe's launch of ABC

Euronex.liffe, a derivatives trading exchange, launches matching, clearing, and confirmation services for the over-the-counter market. This combination of services creates a new platform for a market that potentially cannibalizes its current exchange-based services. Is... View Details
Keywords: Value Creation; Digital Platforms; Consolidation; Financial Markets; Network Effects
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Cantillon, Estelle S., and Pai-Ling Yin. "Bringing OTC back to the Exchange: Euronext.liffe's launch of ABC." Harvard Business School Case 706-489, March 2006.
  • September 2000 (Revised October 2006)
  • Teaching Note

Wildfire Communications, Inc. (A) and (B) (TN)

By: Joseph B. Lassiter III and John T. Gourville
Teaching Note for (9-396-305) and (9-396-306). View Details
Keywords: Business Startups; Performance Effectiveness; Business Processes; Digital Platforms; Business Strategy; Markets
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Lassiter, Joseph B., III, and John T. Gourville. "Wildfire Communications, Inc. (A) and (B) (TN)." Harvard Business School Teaching Note 801-141, September 2000. (Revised October 2006.)
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