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September 2023 (Revised August 2024)
Teaching Note

On

By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman

Teaching Note for "On," HBS Case No. 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the Speedboard, and... View Details

September 2023 (Revised September 2023)
Supplement

On Slides

By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader, Jordan Mitchell and Karen Elterman

Slides to support the teaching of the On case, 723-430. On is a premium performance running shoe company founded in Switzerland in 2010. The company rapidly gained traction through its unique CloudTec cushioning technology, its innovative midsole plate called the... View Details

September 2023
Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger

Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details

Article

Update on E-liability Accounting

By: Robert Kaplan, Karthik Ramanna and Piyush Jha

Since publication of the original E-liability carbon accounting paper (HBR, Nov 2021), we created the E-liability Institute to help companies, governments, and nonprofits implement the method. The Institute’s mission is to test and validate the method, and develop... View Details

Keywords: Decarbonization; Carbon Footprint; Supply Chain; Environmental Sustainability; Environmental Accounting

August 2023
Case

Constellation Pharmaceuticals: Corporate Development at a Novel Therapeutic Company

By: Satish Tadikonda and Brad Prosek

Constellation Pharmaceuticals was a company focused on epigenetic therapies for cancer patients. Despite a promising start and an early deal with a leading biopharma company, the company weathered twin setbacks in the end of a major research collaboration and the... View Details

Keywords: Mergers and Acquisitions; Health Care and Treatment; Organizational Change and Adaptation; Research and Development; Business Strategy; Partners and Partnerships; Goals and Objectives; Pharmaceutical Industry; United States

2023
Working Paper

LALIGA—From a Soccer Competition Organizer to a Global Player in the Sports and Entertainment Industry

By: Stephen A. Greyser, Kenneth Cortsen and Juan Fuentes Fernández

LALIGA, the first- and second-tier professional soccer league (known as “football” outside of the U.S. and Canada) in Spain, enters its 100th soccer season later this decade. The most popular game in the world (Giulianotti, 2012) has gone through many changes since... View Details

Keywords: Soccer; ＂Sports Organizations,; Business History; Strategy; Brands and Branding; Technology Adoption; Sports Industry

August 2023 (Revised May 2024)
Case

Dicerna Pharmaceuticals: Decision Making in Clinical Trial Design and Operations

By: Satish Tadikonda and Amanda McEwen

The success or failure of Dicerna Pharmaceuticals (Dicerna) as an emerging pharmaceutical company would likely hinge on its lead drug candidate Nedosiran and the company’s ability to see it successfully through clinical development. Ralf Rosskamp, Chief Medical... View Details

Keywords: Business Strategy; Health Testing and Trials; Product Development; Governing Rules, Regulations, and Reforms; Pharmaceutical Industry

August 2023
Article

Can Security Design Foster Household Risk-Taking?

By: Laurent Calvet, Claire Célérier, Paolo Sodini and Boris Vallée

This paper shows that securities with a non-linear payoff design can foster household risk-taking. We demonstrate this effect empirically by exploiting the introduction of capital guarantee products in Sweden from 2002 to 2007. The fast and broad adoption of these... View Details

Keywords: Financial Innovation; Household Finance; Structured Products; Stock Market Participation; Finance; Innovation and Invention; Household; Personal Finance; Risk and Uncertainty; Behavior; Market Participation

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July–August 2023
Article

Demand Learning and Pricing for Varying Assortments

By: Kris Ferreira and Emily Mower

Problem Definition: We consider the problem of demand learning and pricing for retailers who offer assortments of substitutable products that change frequently, e.g., due to limited inventory, perishable or time-sensitive products, or the retailer’s desire to... View Details

Keywords: Experiments; Pricing And Revenue Management; Retailing; Demand Estimation; Pricing Algorithm; Marketing; Price; Demand and Consumers; Mathematical Methods

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2023
Other Unpublished Work

Visions of Vision Pro

By: Randolph B. Cohen

Daily ups and downs of the market are often driven by changes in interest-rate expectations and investor risk aversion. But over the long run, it's often technological change that is the primary driver of value. A decade ago, Tyler Cowen argued in his book The Great... View Details

Keywords: Technological Innovation; Disruptive Innovation; Product Launch

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Consumer Products Industry; United States

July 2023 (Revised May 2024)
Case

India Stack: Digital Public Infrastructure for All

By: Tarun Khanna, Anjali Raina and Rachna Chawla

Amitabh Kant, India Sherpa in the year of India's G20 Presidency, and Nandan Nilekani iconic tech entrepreneur wondered how to share India's model of digital public infrastructure to build social and economic inclusion. 'India Stack', the umbrella term for India's DPI... View Details

Keywords: Digital Transformation; Information Technology; Technology Adoption; Developing Countries and Economies; Economic Growth; Information Technology Industry; Technology Industry; Telecommunications Industry; Asia; South Asia; India

July 2023 (Revised May 2024)
Case

Vytal: Packaging-as-a-Service

By: George Serafeim, Michael W. Toffel, Lena Duchene and Daniela Beyersdorfer

The Germany-based startup Vytal operated the largest digital-native reusable packaging-as-a-service network globally, having raised nearly €15 million, established a large network of restaurant partners, and prevented the use of millions of single-use take-out food... View Details

July 2023
Case

HealthVerity: Real World Data and Evidence

By: Satish Tadikonda

Andrew Kress (CEO and founder) and his team had built a promising marketplace business at HealthVerity serving its core market in healthcare, with a focus on pharmaceutical R&D and services. Thus far, HealthVerity’s products had been unique to the pharma and pharma... View Details

Keywords: Growth and Development Strategy; Market Entry and Exit; Product Marketing

July 2023
Article

Before or After? The Effects of Payment Decision Timing in Pay-What-You-Want Contexts

By: Raghabendra P. KC, Vincent Mak and Elie Ofek

We study how payment decision timing—before versus after product delivery—influences consumer payment under pay-what-you-want pricing. We focus on situations where there is minimal change in consumer uncertainty regarding the product before versus after receiving it.... View Details

Keywords: Price; Behavior; Valuation; Philanthropy and Charitable Giving

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2023
Working Paper

The Complexity of Economic Decisions

By: Xavier Gabaix and Thomas Graeber

We propose a theory of the complexity of economic decisions. Leveraging a macroeconomic framework of production functions, we conceptualize the mind as a cognitive economy, where a task’s complexity is determined by its composition of cognitive operations. Complexity... View Details

Keywords: Decisions; Complexity; Perception; Consumer Behavior; Production

June 2023 (Revised July 2024)
Case

Biogen and the Aduhelm Melee

By: Amitabh Chandra and Lauren Gunasti

Alzheimer's Disease is a devastating condition affecting millions of Americans. At this time, there is no cure. In 2021, Biogen's Aduhelm (aducanumab) received FDA approval under the accelerated approval pathway after a controversial approval process.

This... View Details

Keywords: Health Testing and Trials; Governing Rules, Regulations, and Reforms; Valuation; Product Development; Pharmaceutical Industry

June 2023
Case

Launching Egypt’s First Digital Banking Platform: QNB Bebasata

By: Mark Egan, Billy Chan and Ahmed Dahawy

The leadership team at QNB Alahli, Egypt's second biggest private bank, looked back on their efforts to create a brand-new, fully digital banking platform since 2019. A digital-only banking service was unprecedented in Egypt, a country where over 90% of financial... View Details

Keywords: Digital Transformation; Banks and Banking; Innovation and Invention; Competitive Strategy; Business Model; Product Launch; Finance; Banking Industry; Egypt

June 2023 (Revised March 2024)
Case

Creating World-Class Board Governance at SECO

By: Krishna G. Palepu and Emer Moloney

In Spring 2023, SECO CEO Massimo Mauri had the ambition to grow the €200 million revenue technology company to a €1 billion company by 2030. Founded in Italy in the 1970s, the family-owned company had gone through a period of growth and internationalization,... View Details

2023
Working Paper

Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation

By: Dae Woong Ham, Michael Lindon, Martin Tingley and Iavor Bojinov

Randomized experiments have become the standard method for companies to evaluate the performance of new products or services. In addition to augmenting managers’ decision-making, experimentation mitigates risk by limiting the proportion of customers exposed to... View Details

Keywords: Performance Evaluation; Research and Development; Analytics and Data Science; Consumer Behavior

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