Publications
Publications
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(1,802)
- Faculty Publications (400)
- 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
- 2019
- Working Paper
Government Technology Policy, Social Value, and National Competitiveness
By: Frank Nagle
This study seeks to better understand the impact that government technology procurement regulations have on social value and national competitiveness. To do this, it examines the impact of a change in France’s technology procurement policy that required government... View Details
- 2019
- Working Paper
Biometric Monitoring, Service Delivery and Misreporting: Evidence from Healthcare in India
By: Thomas Bossuroy, Clara Delavallade and Vincent Pons
Developing countries increasingly use biometric identification technology in hopes of improving the reliability of administrative information and delivering social services more efficiently. This paper exploits the random placement of biometric tracking devices in... View Details
- 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
- February 2019 (Revised August 2019)
- Case
KangaTech
By: Karim R. Lakhani, Patrick J. Ferguson, Sarah Fleischer, Jin Hyun Paik and Steven Randazzo
On a warm January afternoon in 2019, Steve Saunders, Dave Scerri, Carl Dilena, and Nick Haslam (see Exhibit 1 for biographies), co-founders of KangaTech, wrapped up the latest round of discussions about the future direction of their sports-technology start-up. Focused... 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
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
- 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
- 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
- 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
- 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
- July–August 2018
- Article
When Technology Gets Ahead of Society
By: Tarun Khanna
New technologies can be unsettling for industry incumbents, regulators, and consumers, because norms and institutions for dealing with them don’t yet exist. Interestingly, businesspeople in emerging economies face similar challenges: The rules are unclear and... View Details
- 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
- Summer 2018
- Book Review
Leslie Berlin, Troublemakers: Silicon Valley's Coming of Age
Leslie Berlin's book Troublemakers, is an engaging and insightful people-first exploration of the roots of Silicon Valley, from the late 1960s to the early 1980s. Berlin portrays seven individuals who played important roles at critical junctures in the... View Details
- 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
- 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
- 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
- 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
- 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
- October 2017 (Revised August 2018)
- Case
HTC and Virtual Reality
By: David B. Yoffie, Andy Wu and Allison M. Ciechanover
In fall 2017, HTC CEO and Chairperson Cher Wang was driving the company to focus on virtual reality (VR). HTC's first VR product, VIVE, released in spring 2016, was applauded for its superior immersive room-scale capabilities. However, early adoption of VR beyond... View Details
- August 2017 (Revised December 2018)
- Case
Tamarin App: Natural Language Processing
By: Srikant M. Datar and Caitlin N. Bowler
In this case, students explore the challenges of using sentiment analysis to monitor and understand public perception around a software application, Tamarin SEO App. Technical topics include building a filtering classifier using naive Bayes and sentiment analysis This... View Details