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      • 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
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      Avery, Jill, and Anat Keinan. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Teaching Note 520-092, March 2020.
      • 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
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      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
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      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
      Keywords: Railroad; Passenger Transportation; Urbanization; Cities; U.S. Congress; Infrastructure; Transition; Transportation; Rail Transportation; Climate Change; Urban Scope; Strategic Planning; Business and Government Relations; Rail Industry; United States
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      Macomber, John D. "Sunset Limited or Full Speed Ahead? Amtrak Talks to Congress." Harvard Business School Case 220-052, January 2020.
      • 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
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      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
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      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
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      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
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      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
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      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
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      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
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      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
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      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
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      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
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      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
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      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

      By: Carliss Y. Baldwin
      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
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      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
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      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
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      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
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      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
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      Schlesinger, Leonard A., and Sarah Abbott. "Athena Bancorp." Harvard Business School Brief Case 919-517, June 2019.
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