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(2,337)
- Faculty Publications (435)
- March 2020
- Teaching Note
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery and Anat Keinan
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Two-sided Marketplace; Two-sided Market; Hospitality Industry; Hotels; Luxury Brand; Sharing Economy; Startup; Scaling; Growth; Customer Segmentation; Brand Positioning; Marketing; Marketing Strategy; Brands and Branding; Luxury; Entrepreneurship; Business Startups; Business Model; Venture Capital; Customers; Segmentation; Growth and Development Strategy; Travel Industry; Tourism Industry; Accommodations Industry; United Kingdom; London; Europe
- March–April 2020
- Article
Avoid the Pitfalls of A/B Testing
By: Iavor I. Bojinov, Guillaume Sait-Jacques and Martin Tingley
Online experiments measuring whether “A,” usually the current approach, is inferior to “B,” a proposed improvement, have become integral to the product-development cycle, especially at digital enterprises. But often firms make serious mistakes in conducting these... View Details
Keywords: A/B Testing; Experiment Design; Social Networks; Product Development; Performance Improvement; Measurement and Metrics; Social Media
Bojinov, Iavor I., Guillaume Sait-Jacques, and Martin Tingley. "Avoid the Pitfalls of A/B Testing." Harvard Business Review 98, no. 2 (March–April 2020): 48–53.
- 2020
- Working Paper
Design in the Age of Artificial Intelligence
By: Roberto Verganti, Luca Vendraminelli and Marco Iansiti
Artificial Intelligence (AI) is affecting the scenario in which innovation takes place. What are the implications for our understanding of design? Is AI just another digital technology that, akin to many others, will not significantly question what we know about... View Details
Keywords: Artificial Intelligence; Design Thinking; Technological Innovation; Design; Change; Theory; AI and Machine Learning
Verganti, Roberto, Luca Vendraminelli, and Marco Iansiti. "Design in the Age of Artificial Intelligence." Harvard Business School Working Paper, No. 20-091, February 2020.
- January 2020
- Case
Sunset Limited or Full Speed Ahead? Amtrak Talks to Congress
By: John D. Macomber
Richard Anderson took the helm of Amtrak in 2017 after leading a successful turnaround at Delta Airlines. Amtrak is a US state owned enterprise with about $3.5 bn in annual revenue (and a large operating loss) that is responsible for substantial segments of passenger... View Details
- January 2020 (Revised April 2020)
- Case
Rumo: Infrastructure for a Healthier Economy
By: Forest L. Reinhardt, Mariana Cal, Ruth Costas and Natalie Kindred
Brazilian logistics company Rumo operated 13,500 km in railway networks, port terminals, and inland transshipment terminals, connecting major Brazilian ports to the agriculture hubs of Mato Grosso and São Paulo state. Controlled by Cosan, Brazil's leading sugar and... View Details
Keywords: Agribusiness; Plant-Based Agribusiness; Customer Relationship Management; Growth and Development Strategy; Logistics; Rail Transportation; Value Creation; Rail Industry; Transportation Industry; Agriculture and Agribusiness Industry; Latin America; Brazil
Reinhardt, Forest L., Mariana Cal, Ruth Costas, and Natalie Kindred. "Rumo: Infrastructure for a Healthier Economy." Harvard Business School Case 720-008, January 2020. (Revised April 2020.)
- January–February 2020
- Article
Are You Undervaluing Your Customers?: It’s Time to Start Measuring and Managing Their Worth
By: Rob Markey
Leaders recognize that they should manage their businesses to maximize the value of the customer base. But too often, earnings pressures result in cost-cutting measures that hurt customers.
Loyalty-leading companies operate differently. They create systems for... View Details
Keywords: Customer Experience; Customer Value; Customer Centric Initiative; Customer Focused Organization; Customer Lifetime Value; Customer Focus and Relationships; Customer Value and Value Chain; Operations; Business Strategy
Markey, Rob. "Are You Undervaluing Your Customers? It’s Time to Start Measuring and Managing Their Worth." Harvard Business Review 98, no. 1 (January–February 2020): 42–50.
- December 2019
- Case
Walmart Ecommerce (A): Picking up the Pace
By: Ramon Casadesus-Masanell and Karen Elterman
This case is an abridged version (part 1 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (A) case discusses Walmart's early forays into online retail, as well as improvements made under Doug McMillon beginning in 2014.... View Details
Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (A): Picking up the Pace." Harvard Business School Case 720-425, December 2019.
- November 2019 (Revised January 2020)
- Case
Bayer Crop Science
By: David E. Bell, Damien McLoughlin, Natalie Kindred and James Barnett
In mid-2019, a year after German conglomerate Bayer Group closed its acquisition of U.S.-based seeds giant Monsanto, the leadership of Bayer’s Crop Science division (which absorbed Monsanto) is reflecting on the opportunities ahead. Some observers have questioned... View Details
Keywords: Agribusiness; Research and Development; Innovation and Invention; Innovation Strategy; Mergers and Acquisitions; Consolidation; Customer Value and Value Chain; Change Management; Agriculture and Agribusiness Industry; Technology Industry; United States; Germany
Bell, David E., Damien McLoughlin, Natalie Kindred, and James Barnett. "Bayer Crop Science." Harvard Business School Case 520-055, November 2019. (Revised January 2020.)
- November 2019
- Supplement
Kids & Company: Entering the U.S.
By: Boris Groysberg, Sarah Mehta and Matthew Preble
This video supplement pairs with “Kids & Company: Entering the U.S.” (case no. 418011). It contains eight individual clips that range in length from 5 to 12 minutes. Instructors can use the videos, either in whole or in part, as an additional teaching... View Details
Keywords: Early Childhood Education; Strategy; Growth and Development Strategy; Growth Management; Business Strategy; Competitive Strategy; Competitive Advantage; Expansion; Leadership; Marketing; Product Marketing; Brands and Branding; Service Delivery; Service Operations; Product Design; Product Development; Cross-Cultural and Cross-Border Issues; Selection and Staffing; Customer Focus and Relationships; Entrepreneurship; Service Industry; Canada; United States
Groysberg, Boris, Sarah Mehta, and Matthew Preble. "Kids & Company: Entering the U.S." Harvard Business School Multimedia/Video Supplement 420-704, November 2019.
- November 2019
- Case
DeepMap: Charting the Road Ahead for Autonomous Vehicles
By: Shane Greenstein and Nicole Tempest Keller
Founded in 2016, DeepMap developed high definition (HD) mapping software and localization services for Level 4+ autonomous vehicles. Traditional navigational maps were accurate to a few meters, which was sufficient for drivers but not for machine-driven vehicles that... View Details
Keywords: Mapping Software; Autonomous Vehicles; Business Startups; Applications and Software; Technological Innovation; Technology Adoption; Service Delivery; Global Range; Resource Allocation; Strategic Planning; Technology Industry; Auto Industry
Greenstein, Shane, and Nicole Tempest Keller. "DeepMap: Charting the Road Ahead for Autonomous Vehicles." Harvard Business School Case 620-047, November 2019.
- October 2019 (Revised February 2020)
- Case
Brightview Senior Living
By: Lynda M. Applegate and James Weber
Marilynn Duker, CEO, was exploring how to grow the company while maintaining the culture that made it a leader in the field of senior housing. Brightview constructed and operated senior living apartment communities that offered independent living, assisted living, and... View Details
Keywords: Growth and Development Strategy; Organizational Culture; Employee Relationship Management; Real Estate Industry; United States
Applegate, Lynda M., and James Weber. "Brightview Senior Living." Harvard Business School Case 820-009, October 2019. (Revised February 2020.)
- September 2019 (Revised July 2025)
- Case
Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its... View Details
Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; EABL; Tusker; Beer; SAB; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market." Harvard Business School Case 720-390, September 2019. (Revised July 2025.)
- September 2019
- Supplement
Keroche (B): Considering Entry into the Kenyan Beer Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details
Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
- September 2019 (Revised May 2020)
- Supplement
Keroche (E): Considering Additional Capacity
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case describes Keroche’s growth after entering the beer business in 2008. Although the company was operating at full capacity and not able to fulfill all of its orders, Tabitha Karanja had set a goal of growing Keroche’s share of the Kenyan beer market from... View Details
Keywords: Keroche; Alcohol; Alcoholic Beverages; Beer; Beer Market; Premium Beer; Manufacturing; Production; Production Capacity; Capacity; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Investment; Financing and Loans; Manufacturing Industry; Food and Beverage Industry
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (E): Considering Additional Capacity." Harvard Business School Supplement 720-394, September 2019. (Revised May 2020.)
- September 2019
- Case
Bill & Melinda Gates Foundation: Shaping the Vaccine Manufacturing Ecosystem
By: Willy C. Shih
Vaccines for children has been a long-standing focus for the Bill & Melinda Gates Foundation, and its critical role in public health made its production an important economic and political issue. This case describes the Foundation's investment in a breakthrough vaccine... View Details
Keywords: Vaccine; Production; Supply Chain; Product; Biotechnology Industry; Pharmaceutical Industry; Manufacturing Industry; Belgium
Shih, Willy C. "Bill & Melinda Gates Foundation: Shaping the Vaccine Manufacturing Ecosystem." Harvard Business School Case 620-021, September 2019.
- 2019
- Working Paper
Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 10 Variations on the Theme of Flow Production
The purpose of this chapter is to explore how technologies and organizations engaged in flow production evolve over time. To allow for an apples-to-apples comparison, I examine organizations using essentially the same physical technologies, making similar products, and... View Details
Keywords: Flow Production; Ford; General Motors; Competitiveness; Information Technology; Organizational Design; Production; Auto Industry
Baldwin, Carliss Y. "Design Rules, Volume 2: How Technology Shapes Organizations: Chapter 10 Variations on the Theme of Flow Production." Harvard Business School Working Paper, No. 20-034, September 2019.
- September 2019
- Case
Teaming Up to Win the Rail Deal at GE (A)
By: Amy Edmondson, Ranjay Gulati and Rachna Tahilyani
In 2012, Nalin Jain, then head of GE aviation for South Asia, was given the added responsibility for GE’s transportation business in India, including bidding for a $2.5 billion contract to manufacture, service and maintain 1,000 diesel locomotives for state owned... View Details
Keywords: Recruitment; Selection and Staffing; Human Capital; Groups and Teams; Leadership Style; Leading Change; Organizational Design; Organizational Structure; Industrial Products Industry; Manufacturing Industry; Rail Industry; Transportation Industry; United States; India
Edmondson, Amy, Ranjay Gulati, and Rachna Tahilyani. "Teaming Up to Win the Rail Deal at GE (A)." Harvard Business School Case 420-058, September 2019.
- July 2019 (Revised November 2019)
- Case
Osaro: Picking the Best Path
By: William R. Kerr, James Palano and Bastiane Huang
The founder of Osaro saw the potential of deep reinforcement learning to allow robots to be applied to new applications. Osaro targeted warehousing, already a dynamic industry for robotics and automation, for its initial product—a system which would allow robotic arms... View Details
Keywords: Artificial Intelligence; Machine Learning; Robotics; Robots; Ecommerce; Fulfillment; Warehousing; AI; Startup; Technology Commercialization; Business Startups; Entrepreneurship; Logistics; Order Taking and Fulfillment; Information Technology; Commercialization; Learning; Complexity; Competition; E-commerce
Kerr, William R., James Palano, and Bastiane Huang. "Osaro: Picking the Best Path." Harvard Business School Case 820-012, July 2019. (Revised November 2019.)
- July–August 2019
- Article
Coupling Labor Codes of Conduct and Supplier Labor Practices: The Role of Internal Structural Conditions
By: Yanhua Bird, Jodi L. Short and Michael W. Toffel
Exploitive working conditions have spurred companies to pressure their suppliers to adopt labor codes of conduct and to conform their labor practices to the standards set forth in those codes. Yet little is known about whether organizational structures such as codes... View Details
Keywords: Organization Theory; Economic Sociology; Social Responsibility; Sustainability; Auditing; Process Improvement; Organizational Structure; Corporate Social Responsibility and Impact; Supply Chain; Labor; Working Conditions
Bird, Yanhua, Jodi L. Short, and Michael W. Toffel. "Coupling Labor Codes of Conduct and Supplier Labor Practices: The Role of Internal Structural Conditions." Organization Science 30, no. 4 (July–August 2019): 847–867. (Best Paper Award at ComplianceNet Conference 2019, 2020 Responsible Research in Management Award Finalist.)
- June 2019
- Case
Athena Bancorp
By: Leonard A. Schlesinger and Sarah Abbott
Athena Bancorp was founded in 2016 by Beth Daniels, a banking professional with 15 years of experience in the industry. Daniels took advantage of what she perceived as a gap in the market caused by recent industry consolidation, a decreasing industry focus on branch... View Details
Keywords: Banks and Banking; Entrepreneurship; Growth and Development Strategy; Organizational Culture; Human Resources; Strategy; Service Delivery; Banking Industry
Schlesinger, Leonard A., and Sarah Abbott. "Athena Bancorp." Harvard Business School Brief Case 919-517, June 2019.