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      • February 2023 (Revised May 2023)
      • Case

      Accelerating the Accelerator: Raja Al Mazrouei at DIFC Fintech Hive

      By: Linda A. Hill, Emily Tedards and Lydia Begag
      In January 2023, Raja Al Mazrouei became the Managing Director and Acting CEO of Etihad Credit Insurance (ECI) in Dubai, UAE. In her previous role as the Executive Vice President of the DIFC Fintech Hive, she successfully built and led an accelerator program for... View Details
      Keywords: Organizational Change and Adaptation; Organizational Culture; Organizational Design; Organizational Structure; Management; Strategy; Technology Adoption; Information Infrastructure; Financial Management; Financial Strategy; Technological Innovation; Digital Marketing; Digital Strategy; Digital Transformation; Global Strategy; Globalized Markets and Industries; Banks and Banking; Corporate Finance; Leadership; Leadership Development; Leadership Style; Financial Services Industry; Technology Industry; Banking Industry; Middle East; Singapore; London; United Arab Emirates; Dubai
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      Hill, Linda A., Emily Tedards, and Lydia Begag. "Accelerating the Accelerator: Raja Al Mazrouei at DIFC Fintech Hive." Harvard Business School Case 423-064, February 2023. (Revised May 2023.)
      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • February 2023
      • Case

      Seemore Meats & Veggies

      By: Lou Shipley, Patricia Favreau and Mel Martin
      Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets... View Details
      Keywords: Sales; Food; Logistics; Entrepreneurship; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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      Shipley, Lou, Patricia Favreau, and Mel Martin. "Seemore Meats & Veggies." Harvard Business School Case 823-084, February 2023.
      • January 2023
      • Case

      Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

      By: Brian Trelstad, Pedro Levindo and Carla Larangeira
      Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts... View Details
      Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
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      Trelstad, Brian, Pedro Levindo, and Carla Larangeira. "Natura: Weathering the Pandemic at Brazil's Cosmetic Giant." Harvard Business School Case 323-065, January 2023.
      • January 2023 (Revised December 2023)
      • Case

      OhmConnect: Energizing the Future

      By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
      Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households... View Details
      Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe
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      Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "OhmConnect: Energizing the Future." Harvard Business School Case 823-065, January 2023. (Revised December 2023.)
      • January 2023
      • Teaching Note

      Duolingo: Teaching Languages to the Masses

      By: Youngme Moon
      Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details
      Keywords: Marketing; Marketing Strategy; Customer Relationship Management; Acquisition; Retention; Innovation and Invention
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      Moon, Youngme. "Duolingo: Teaching Languages to the Masses." Harvard Business School Teaching Note 323-070, January 2023.
      • January 2023
      • Supplement

      Apple: Privacy vs. Safety (B)

      By: Henry McGee, Nien-hê Hsieh and Christian Godwin
      In 2020, as the COVID-19 pandemic swept across the globe, Apple and Google partnered to develop a contact tracing application that would collect information about users infected with the disease and notify those who they had been in contact with. While Apple/Google’s... View Details
      Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; Health; Health Pandemics; Leadership; Markets; Safety; Social Issues; Information Technology; Telecommunications Industry; Technology Industry; Consumer Products Industry; Electronics Industry; Health Industry; United States; Europe
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      McGee, Henry, Nien-hê Hsieh, and Christian Godwin. "Apple: Privacy vs. Safety (B)." Harvard Business School Supplement 323-066, January 2023.
      • January 2023
      • Case

      Velong: Rethinking 'Made in China'

      By: Krishna G. Palepu, Nancy Hua Dai and Billy Chan
      Velong is a supplier of kitchen equipment and backyard grills for major global brands and store brands of large western retailers. In light of the COVID-related disruptions to the global supply chains, and the evolving trade tensions between China and the Western... View Details
      Keywords: Globalization; Supply Chain Management; Risk Management; Manufacturing Industry; China; India; Mexico; Turkey; Viet Nam
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      Palepu, Krishna G., Nancy Hua Dai, and Billy Chan. "Velong: Rethinking 'Made in China'." Harvard Business School Case 323-064, January 2023.
      • January 2023 (Revised August 2023)
      • Case

      Veeva Systems and the Transformation to a Public Benefit Corporation

      By: Ranjay Gulati and Allison M. Ciechanover
      Peter Gassner, the co-founder and CEO of Veeva Systems, steered the company through rapid scaling from its launch in 2007 to 2022. Year after year, the company had exceeded expectations, with its market capitalization reaching $50 billion at its peak. By 2022, the... View Details
      Keywords: Transformation; Corporate Governance; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Information Technology Industry; Technology Industry; United States; California
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      Gulati, Ranjay, and Allison M. Ciechanover. "Veeva Systems and the Transformation to a Public Benefit Corporation." Harvard Business School Case 423-045, January 2023. (Revised August 2023.)
      • January 2023
      • Case

      EKI Energy Services: One Billion Carbon Credits

      By: George Serafeim
      Within nine months from the time of its Initial Public Offering (IPO) in April of 2021, EKI Energy Services (EKI) shares had increased by more than 8,000%. Equally explosive was the growth of the company’s revenues and Earnings Before Interest, Taxes and Depreciation... View Details
      Keywords: Carbon Credits; Carbon Emissions; Growth; Business Analysis; Environmental Sustainability; Corporate Valuation; Climate Change; Accounting; Valuation; Transition; Renewable Energy; Analysis; Product Positioning; India
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      Serafeim, George. "EKI Energy Services: One Billion Carbon Credits." Harvard Business School Case 123-060, January 2023.
      • January 2023 (Revised November 2024)
      • Case

      ELCA's Series A

      By: Anke Becker, Raymond Kluender and William R. Kerr
      Vu Phong and Xavier Silva co-founded ELCA to build proprietary software for their technology-enabled language learning tool. Since winning a prestigious venture contest in 2021, their number of registered users grew rapidly, as did the demand for new features like... View Details
      Keywords: Entrepreneurial Finance; Business Startups; Venture Capital; Growth and Development Strategy
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      Becker, Anke, Raymond Kluender, and William R. Kerr. "ELCA's Series A." Harvard Business School Case 823-079, January 2023. (Revised November 2024.)
      • January 2023
      • Case

      Thomas Buberl: Refounding AXA

      By: Hubert Joly, Mihir Desai and Amram Migdal
      In 2022, AXA and its CEO Thomas Buberl faced new types of challenges, including systemic risks such as climate change, geopolitical instability, public health crises, and social tensions caused by economic risks. AXA was one of the world’s largest insurers. Since... View Details
      Keywords: Change; Change Management; Transformation; Transition; Trends; Environmental Management; Climate Change; Ethics; Values and Beliefs; Finance; Insurance; Management; Management Succession; Risk Management; Organizations; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Planning; Strategic Planning; Risk and Uncertainty; Society; Human Needs; Social Issues; Strategy; Adaptation; Business Strategy; Corporate Strategy; Insurance Industry; Europe; France; Paris
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      Joly, Hubert, Mihir Desai, and Amram Migdal. "Thomas Buberl: Refounding AXA." Harvard Business School Case 523-059, January 2023.
      • January–February 2023
      • Article

      The Overlooked Key to a Successful Scale-Up

      By: Jeffrey F. Rayport, Davide Sola and Martin Kupp
      Many start-ups experience enormous popularity and runaway growth, but only a few go on to become stable giants. What separates them from the pack? They all go through a developmental stage called extrapolation, say three business school professors.
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      Keywords: Entrepreneurship And Strategy; Scalability; Business Startups; Growth and Development Strategy; Entrepreneurship
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      Rayport, Jeffrey F., Davide Sola, and Martin Kupp. "The Overlooked Key to a Successful Scale-Up." Harvard Business Review (January–February 2023): 56–65.
      • December 2022
      • Case

      To Feed the Planet: Juan Luciano at ADM

      By: Joshua D. Margolis, David E. Bell, Damien McLoughlin, Stacy Straaberg and James Weber
      In December 2022, Juan Luciano, Chairman and CEO of agribusiness and nutrition giant ADM, considered the next phase of the historic company’s future. Beginning in 2011 when he joined as COO and moving into his tenure as CEO in 2015, Luciano led a transformation of ADM... View Details
      Keywords: Agriculture; Leadership; Agribusiness; Acquisition; Business Units; Customer Focus and Relationships; Customer Value and Value Chain; Forecasting and Prediction; Capital; Cash; Cost of Capital; Cost Management; Profit; Food; Global Range; Innovation Strategy; Leadership Development; Leadership Style; Leading Change; Growth and Development Strategy; Risk Management; Organizational Culture; Organizational Structure; Strategic Planning; Risk and Uncertainty; Adaptation; Business Strategy; Corporate Strategy; Vertical Integration; Value Creation; Transformation; Agriculture and Agribusiness Industry; Energy Industry; United States; Chicago
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      Margolis, Joshua D., David E. Bell, Damien McLoughlin, Stacy Straaberg, and James Weber. "To Feed the Planet: Juan Luciano at ADM." Harvard Business School Case 423-060, December 2022.
      • December 2022
      • Technical Note

      Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework

      By: George Serafeim
      The transition to a low carbon economy introduces many risks and opportunities for businesses. Risks emerge from regulatory actions, such as carbon taxes and cap and trade systems, technological innovation that develop alternatives for customers making existing... View Details
      Keywords: Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Risk Management; Competitive Dynamics; Business Analysis; Climate Change; Accounting; Finance; Valuation; Business and Shareholder Relations; Technological Innovation; Transition; Product Positioning; Renewable Energy; Analysis
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      Serafeim, George. "Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework." Harvard Business School Technical Note 123-014, December 2022.
      • December 2022 (Revised May 2023)
      • Case

      Iberdrola: Leading the Energy Revolution

      By: Juan Alcácer and Emer Moloney
      At the end of 2019, Ignacio Galán, the Chairman and CEO of the world's third largest utility, Iberdrola, reflected on his almost 20 years at the company. He managed a portfolio of three very different businesses, each with their own specific opportunities and... View Details
      Keywords: Energy; Energy Generation; Energy Sources; Non-Renewable Energy; Renewable Energy; Engineering; Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Leadership; Growth and Development Strategy; Market Timing; Industry Growth; Mission and Purpose; Strategy; Energy Industry; Green Technology Industry; Utilities Industry; Transportation Industry; Auto Industry; Spain; United Kingdom; United States; Brazil; Mexico
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      Alcácer, Juan, and Emer Moloney. "Iberdrola: Leading the Energy Revolution." Harvard Business School Case 723-398, December 2022. (Revised May 2023.)
      • December 2022
      • Article

      I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure

      By: Byungyeon Kim, Oded Koenigsberg and Elie Ofek
      Innovations embody novel features or cutting-edge components aimed at delivering desired customer benefits. Oftentimes, however, we observe the need to recall new products shortly after their introduction. Indeed, a firm may rush an innovation to market in an attempt... View Details
      Keywords: Innovation Management; Innovation And Strategy; Product Development Strategy; Product Introduction; Quality Control; Product Recalls; Game Theory; Market Timing; Innovation Strategy; Product Launch; Product Development
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      Kim, Byungyeon, Oded Koenigsberg, and Elie Ofek. "I Don't 'Recall': The Decision to Delay Innovation Launch to Avoid Costly Product Failure." Management Science 68, no. 12 (December 2022): 8889–8908.
      • November 2022
      • Case

      The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

      By: Regina E. Herzlinger and Tiffany Farrell
      Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous... View Details
      Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry
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      Herzlinger, Regina E., and Tiffany Farrell. "The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales." Harvard Business School Case 323-031, November 2022.
      • November 10, 2022
      • Article

      5 Ways Startups Can Prepare for a Recession

      By: Lou Shipley
      Startups face unique challenges during economic downturns. They typically aren’t yet profitable and so are reliant on outside funding—and therefore are especially exposed when macroeconomic conditions change. To make it through a recession, startup CEOs should hit the... View Details
      Keywords: Entrepreneurship; Organizational Culture; Sales; Customer Focus and Relationships; Decisions; Inflation and Deflation; Financial Crisis; Employee Relationship Management; Business Startups; Credit
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      Shipley, Lou. "5 Ways Startups Can Prepare for a Recession." Harvard Business Review Digital Articles (November 10, 2022).
      • November 2022 (Revised February 2024)
      • Exercise

      Managing Customer Retention at Teleko

      By: Eva Ascarza
      This exercise aims to teach students about 1) Targeting Policies; and 2) Algorithmic decision making, and 3) Retention management. View Details
      Keywords: Algorithmic Decision Making; Marketing Strategy; Customer Focus and Relationships
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      Ascarza, Eva. "Managing Customer Retention at Teleko." Harvard Business School Exercise 523-005, November 2022. (Revised February 2024.)
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