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November 2012
Teaching Note

Groupon (TN)

By: Sunil Gupta, Ray Weaver and Yien Hao Lock

On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details

Keywords: Social Networking; Media; Technology; Strategy; Business Growth and Maturation; Marketing Strategy; Marketing; Internet and the Web; Social Media; Retail Industry; Service Industry; Technology Industry; North America; United States

July 2014 (Revised November 2015)
Case

American Airlines in 2011

The American Airlines in 2011 case was developed to provide a setting for the comparative analysis of two very different business models in the U.S. domestic airline industry—the network carrier and the low cost carrier (LCC). These models offer very different value... View Details

Keywords: American Airlines; Network Carrier; Low-cost Carrier; LCC; Business Model; Organizational Change and Adaptation; Competition; Competitive Strategy; Disruption; Transportation Industry; Transportation Industry; Transportation Industry; United States

25 Jun 2019
Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

World Nutella Day a cease-and-desist letter in 2013. The company backed down and eventually embraced this day of honor of its beloved product. Companies devote significant resources to holding focus groups... View Details

Keywords: by Danielle Kost

June 2017
Case

Maggie Wilderotter: The Evolution of an Executive

By: Boris Groysberg, Sarah L. Abbott and Robin Abrahams

In a career that spanned over 30 years, Maggie Wilderotter served as CEO of two publicly traded companies and served on 32 corporate and 9 association and nonprofit boards of directors. As CEO of Frontier Communications, a U.S. telecom company with over $25 billion in... View Details

Keywords: Leadership; Managing People; Networks; Strategy And Leadership; Personal Development and Career; Personal Characteristics; Leadership Style; Social and Collaborative Networks; Gender; Power and Influence; Telecommunications Industry; United States

2011
Book

The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

By: Fred Reichheld and Rob Markey

Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success.
*Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers.
*Shares new and... View Details

Keywords: Customer Centric Initiative; Customer Defection; Customer Engagement; Customer Experience; Customer Focused Organization; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Network Effects

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02 Dec 2019
What Do You Think?

How Does a Company like Boeing Respond to Intense Competitive Pressure?

company failing to “mind the gap,” we could ignore it. But somewhat similar charges were lodged in the case of cheating on vehicle emissions technology at Volkswagen just months earlier. A proud engineering group was “encouraged” to apply... View Details

Keywords: by James Heskett; Air Transportation

March 2017
Teaching Plan

The Maine Food Cluster Project

By: Karen Mills

The case introduces Craig Denekas, the head of the Libra Foundation, an unusual, private foundation based in Maine, which owns three locally based food companies. Denekas has initiated a project to explore how to grow the food sector in Maine, benefiting not only... View Details

Keywords: Maine; Clusters; Libra Foundation; Locally-based Companies; Food Industry; Development Economics; Industry Clusters; Food; Food and Beverage Industry; Agriculture and Agribusiness Industry; Maine

October 2017
Supplement

Maggie Wilderotter: The Evolution of an Executive: Video Supplement

By: Boris Groysberg, Sarah L. Abbott and Robin Abrahams

In a career that spanned over 30 years, Maggie Wilderotter served as CEO of two publicly traded companies and served on 32 corporate and nine association and non-profit boards of directors. The case looks at the progression of Wilderotter’s career; the decisions she... View Details

Keywords: Leadership; Managing People; Networks; Strategy And Leadership; Personal Development and Career; Personal Characteristics; Leadership Style; Social and Collaborative Networks; Gender; Power and Influence; Telecommunications Industry; United States

16 May 2018
Research & Ideas

How Companies Managed Risk (and Even Benefitted) in World War Internment Camps

companies from Germany dealt with the incarceration of thousands of their German national employees in India during World War I and World War II in her recent working paper, Countering Political Risk in Colonial India: German... View Details

Keywords: by Julia Hanna; Manufacturing

January 2022
Teaching Note

Mobileye 2021: Robotaxi and/or Consumer AV?

By: David B. Yoffie

The Mobileye 2021 case is a strategy case developed for the Strategy & Technology course, which is a second year elective at Harvard Business School. The primary purpose of the case is to teach the framework, “Look Forward, Reason Back,” which is described in David... View Details

Keywords: Technology Companies; Robotics; Autonomous Vehicles; Strategy; Decision Making; Transportation; Technological Innovation; Transportation Industry; Transportation Industry; Transportation Industry; Israel

April 14, 2017
Article

Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It

By: John A. Deighton

United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and... View Details

Keywords: Crisis Management; Customer Focus and Relationships; Employees; Training; Air Transportation Industry

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October 2022 (Revised July 2025)
Case

Driving Decarbonization at BMW

By: Shirley Lu, George Serafeim and Michael W. Toffel

The case describes BMW’s electrification and decarbonization strategy, and how the company measured carbon emissions throughout the life cycle of its vehicles and used tools like carbon abatement cost curves to evaluate decarbonization opportunities. In mid-2022,... View Details

August 2009
Supplement

The TSMC Way: Meeting Customer Needs at Taiwan Semiconductor Manufacturing Company (CW)

By: Willy C. Shih

When L.C. Tu receives an emergency order, he is confronted with a range of production scheduling choices, each of which has unique costs and trade-offs. The case was designed to help students understand job-shop style production and the impact of disruptions and... View Details

Keywords: Factories, Labs, and Plants; Disruption; Customer Focus and Relationships; Cost; Cost Management; Business or Company Management; Time Management; Network Effects; Production; Hardware; Manufacturing Industry; Semiconductor Industry; Taiwan

September 2024
Case

Board Director Dilemmas: The Tradeoffs of Board Selection

By: David G. Fubini, Suraj Srinivasan and Patrick Sanguineti

After retiring from a long and successful career in financial auditing, Linda McGill looked forward to the prospect of joining a board. She felt the time was right to leverage the breadth of her experience while fulfilling one of her long-term goals. Though somewhat of... View Details

Keywords: Board Decisions; Corporate Boards; Board Networks; Cost vs Benefits; Governing and Advisory Boards; Retirement

20 Mar 2017
Book

Why Companies Are Placing Users at the Core of Their Innovation Strategies

number of companies are placing users at the core of their business strategies. Take MUJI, a leading Japanese design retailer, which has created a range of products designed by customers including a car, light fixtures, and sofas. The... View Details

Keywords: by Dina Gerdeman

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details

Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry

January 2015 (Revised May 2018)
Case

$19B 4 txt app WhatsApp...omg!

By: David Collis, Ashley Hartman and Aakash Mehta

In February 2014, Facebook announced the acquisition of WhatsApp for $19 billion. WhatsApp, founded in 2009, was a relatively young company that employed only 50 people and earned merely $10 million in revenue in 2013. It was one of many mobile messaging services that... View Details

March 2018 (Revised June 2018)
Case

Knowledge Sharing at REMA 1000 (A)

By: Tatiana Sandino and Olivia Hull

A year after Norwegian grocery chain REMA 1000 adopted Workplace, Facebook’s enterprise social network, Chief Human Resource Officer Tore Høylie is asked to evaluate its impact on company culture and communication. Almost 90% of the workforce is engaged with the... View Details

Keywords: Social Network; Enterprise Social Media; Facebook; Workplace; Social and Collaborative Networks; Communication Technology; Performance Improvement; Organizational Culture; Knowledge Sharing; Social Media; Retail Industry; Norway

July 2002
Teaching Note

Tale of Two Airlines in the Network Age: Or Why the Spirit of King George III is Alive and Well!, TN

By: F. Warren McFarlan

Teaching Note for (9-302-128). A rewritten version of an earlier teaching note. View Details

Keywords: Air Transportation Industry

November 2015 (Revised January 2017)
Case

Uber: Changing the Way the World Moves

By: Youngme Moon

In 2015, Uber is building what may be the largest point-to-point transportation network of its kind; it is literally changing the way the world moves. But unlike traditional transportation logistics companies like FedEx, Uber has an incredibly lightweight... View Details

Keywords: Service; Innovation; Pricing; Customer Loyalty; Uber; Taxi; Sharing Economy; On-demand Economy; Marketing; Operations; Strategy; Disruption; Customer Satisfaction; Transportation; Consumer Behavior

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