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  • February 2022
  • Teaching Note

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli
Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details
Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Web Services Industry; Web Services Industry; Web Services Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)
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Israeli, Ayelet. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Teaching Note 522-078, February 2022.

    Miaomiao Zhang

    Miaomiao Zhang is a doctoral candidate at the Technology & Operations Management Unit at Harvard Business School. Miaomiao received a B.S. in Applied Mathematics & Statistics and Economics from Emory University. She worked at the Strategy Unit at Harvard... View Details
    • May 2022
    • Case

    Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

    By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
    This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
    Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Food and Beverage Industry; Food and Beverage Industry; United States
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    Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign." Harvard Business School Case 522-055, May 2022.
    • December 2022
    • Article

    Competition, Contracts, and Creativity: Evidence from Novel Writing in a Platform Market

    By: Yanhui Wu and Feng Zhu
    A growing number of people today are participating in the gig economy, working as independent contractors on short-term projects. We study the effects of competition on gig workers' effort and creativity on a Chinese novel-writing platform. Authors produce and sell... View Details
    Keywords: Gig Workers; Platform-based Markets; Novel Writing; Creative Production; Platform Bias; Employment; Digital Platforms; Creativity; Books; Competition; Contracts
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    Wu, Yanhui, and Feng Zhu. "Competition, Contracts, and Creativity: Evidence from Novel Writing in a Platform Market." Management Science 68, no. 12 (December 2022): 8613–8634.
    • May 2022
    • Supplement

    Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign

    By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
    This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
    Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Food and Beverage Industry; United States
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    Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
    • 11 Dec 2023
    • Blog Post

    Building Iconic Brands and Brighter Futures: Interview with Glossier CEO, Kyle Leahy

    Corporate Strategy Development group and that was really life changing for me. I hadn't realized that corporate strategy at a place like Nike existed,” Leahy says. Nike was... View Details
    Keywords: Consumer Products / Retail
    • May 1999 (Revised March 2001)
    • Case

    Marshall Industries

    By: Jeffrey F. Rayport
    Confounding predictions that the Internet would "disintermediate" commerce, making "middle man" companies all but obsolete, Marshall Industries, a leading electronics distributor, used the Internet and digital technologies to reinvent itself. Marshall continued to sell... View Details
    Keywords: Organizational Change and Adaptation; Digital Platforms; Internet and the Web; Supply Chain; Emerging Markets; Customer Focus and Relationships; Distribution Industry; Electronics Industry
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    Rayport, Jeffrey F., and Cathy Olofson. "Marshall Industries." Harvard Business School Case 899-239, May 1999. (Revised March 2001.)
    • December 2018 (Revised June 2021)
    • Supplement

    Bulb 2018: Hypergrowth

    By: John R. Wells and Benjamin Weinstock
    After a wild and volatile year, Bulb, a new entrant in the UK residential energy market, ended March 2018 with 329,171 properties, 1.2% of the total residential energy market). This was 150% ahead of a plan for 130,000 properties and almost ten times the size the... View Details
    Keywords: Rapid Growth Stage; Green Energy; Start-up; Customer Acquisition; Customer Churn; Customer Engagement; Electricity; Resources; Growth Strategy; B-Corp; Entrepreneurial Finance; Entrepreneurial Journey; Entrepreneurial Financing; Renewable Energy; Business Startups; Growth and Development Strategy; Business Model; Working Capital; Customers; Growth Management; Finance; Decision Making; United Kingdom
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    Wells, John R., and Benjamin Weinstock. "Bulb 2018: Hypergrowth." Harvard Business School Supplement 719-442, December 2018. (Revised June 2021.)
    • January 1998
    • Case

    Morgan Stanley and S.G. Warburg: Investment Bank of the Future (B)

    By: James K. Sebenius and David T. Kotchen
    Supplements the (A) case. View Details
    Keywords: Negotiation; Valuation; Investment Banking; Mergers and Acquisitions; Consolidation; Financial Services Industry; Financial Services Industry
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    Sebenius, James K., and David T. Kotchen. "Morgan Stanley and S.G. Warburg: Investment Bank of the Future (B)." Harvard Business School Case 898-141, January 1998.
    • Research Summary

    Overview

    Chu's research is focused on business and low income sectors, particularly in the use of commercial platforms to deliver what has traditionally been considered public responsibilities. In the last three decades, business models have emerged to meet the underserved... View Details
    Keywords: Impact Investing; Microfinance; Base Of The Pyramid; Role Of Profit And Social Impact; Private Sector Development; Emerging Markets; Business Ventures; Health Care and Treatment; Management; Social Enterprise; Strategy; Financial Services Industry; Financial Services Industry; Financial Services Industry; Latin America; North and Central America; Asia; Africa
    • 04 Apr 2011
    • HBS Case

    Reinventing the National Geographic Society

    Fossey's 18-year study of mountain gorillas in Rwanda, for one—filling in the empty spots on the world's map as it went along. But when Fahey arrived to head the National Geographic Ventures unit in 1996, the institution was in decline. Decision-making was slow View Details
    Keywords: by Sean Silverthorne; Publishing
    • February 2006
    • Case

    Millions of Customers and the Search for a Business: the Challenge of IRC-Hispano

    Like many online services, IRC-Hispano, the world's largest Spanish-language chat organization, has many customers but sees few revenues. As an association, its structure presents many limitations and hurdles to overcome involving investing in technology platform... View Details
    Keywords: Customer Value and Value Chain; Decision Choices and Conditions; Digital Platforms; Technology Adoption; Internet and the Web; Organizational Structure; Technological Innovation; Revenue; Web Services Industry; Web Services Industry; Spain
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    Martinez-Jerez, Francisco de Asis, Fernando de Barrajo, and Joshua Bellin. "Millions of Customers and the Search for a Business: the Challenge of IRC-Hispano." Harvard Business School Case 106-053, February 2006.
    • 11 Jan 2022
    • News

    Sales Management That Works with Frank Cespedes

    • 01 Dec 2000
    • News

    Latin America's Decade

    common issues most Latin American countries are dealing with. It's a factor that constrains business strategy across the region." Latin America's equity markets are thin and capital is scarce, Ghemawat says,... View Details
    Keywords: Garry Emmons and Julia Hanna; Latin America; research; infrastructure; Securities, Commodities, and Other Financial Investments; Securities, Commodities, and Other Financial Investments; Securities, Commodities, and Other Financial Investments; Securities, Commodities, and Other Financial Investments; Securities, Commodities, and Other Financial Investments

      Jeffrey F. Rayport

      Jeffrey F Rayport is a faculty member in the Entrepreneurial Management Unit at Harvard Business School, where he teaches in the School’s MBA and Executive Education Programs and on HBS Online. His primary focus in teaching and research is growth-stage technology... View Details

      • December 2018 (Revised October 2020)
      • Case

      Shiseido: Reinvesting in Brand

      By: Jill Avery and Nobuo Sato
      Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
      Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Japan; Asia
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      Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
      • Article

      Managing Climate Change: Lessons from the U.S. Navy

      By: Forest Reinhardt and Michael W. Toffel
      The U.S. Navy operates on the front lines of climate change. It manages tens of billions of dollars in assets on every continent and on every ocean, which take many years to design and build and then have decades of useful life. This means that it needs to understand... View Details
      Keywords: Climate Change; Environment; Military; Disaster Relief; Refugees; Environmental Impact; Environmental Strategy; Sustainability; Energy; Energy Conservation; Energy Sources; Energy Generation; Globalization; Innovation and Invention; Leadership; Strategic Planning; Problems and Challenges; Risk and Uncertainty; Supply Chain; Operations; Logistics; Infrastructure; Strategy; Environmental Sustainability; Service Industry
      Citation
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      Reinhardt, Forest, and Michael W. Toffel. "Managing Climate Change: Lessons from the U.S. Navy." Harvard Business Review 95, no. 4 (July–August 2017): 102–111.
      • September 2004 (Revised April 2005)
      • Case

      U.S. Market Framework for Gasoline, The: Individual Incentives and Societal Goals in Global Markets

      By: Bruce R. Scott and Edward Murphy
      Traces the role of gasoline taxes in financing U.S. highways and the use of regulations to increase fuel economy to show how and why the U.S. market framework for gasoline is so different from that in Europe. Focuses on whether the U.S. tax should be raised, as... View Details
      Keywords: Taxation; Governing Rules, Regulations, and Reforms; Energy Sources; Digital Platforms; Sovereign Finance; Growth and Development Strategy; United States; Europe
      Citation
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      Scott, Bruce R., and Edward Murphy. "U.S. Market Framework for Gasoline, The: Individual Incentives and Societal Goals in Global Markets." Harvard Business School Case 705-012, September 2004. (Revised April 2005.)
      • February 2021 (Revised March 2021)
      • Case

      AptDeco: Circular Economy Furniture Marketplace

      By: Ayelet Israeli and Jamie Merkrebs
      AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its... View Details
      Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; African-American Protagonist; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)
      Citation
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      Israeli, Ayelet, and Jamie Merkrebs. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Case 521-069, February 2021. (Revised March 2021.)
      • 19 Jan 2022
      • Blog Post

      From Retail to HBS: How I’m Building a Career Path at the Intersection of Arts, Culture, and Business

      interesting and inspiring people, it also allowed me to land my ideal summer internship on the Digital Strategy & Investments team at Sony Music Entertainment (alongside... View Details
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