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March 2021 (Revised August 2022)
Case

Seeding and Selling Asana

By: Jeffrey F. Rayport, Susie Ma and Amram Migdal

In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details

Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States

October 2008
Case

TripIt: The Traveler's Agent

By: Lynda M. Applegate, Gabriele Piccoli and Kathryn Brohman

In July 2008, the co-founders of TripIt, a free online travel organizer that aggregated travelers' bookings from many top travel websites, had recently secured $5.1 million in new financing. While the co-founders believed that their company offered travelers a unique... View Details

Keywords: Entrepreneurship; Investment; Profit; Revenue; Growth and Development Strategy; Competition; Internet; Travel Industry

February 2024
Case

FIGS: Scrubbing the Status Quo

By: Jeffrey F. Rayport and Nicole Tempest Keller

In October 2023, FIGS had revolutionized the medical scrubs industry with its fashionable and functional designs, but the venture was at a critical juncture. The digitally native vertical brand (DNVB) had gone public in a successful IPO in 2021 and reached $500 million... View Details

Keywords: Marketing Channels; Corporate Strategy; Business Growth and Maturation; Business Model; Decision Choices and Conditions; Competitive Strategy; Expansion; Apparel and Accessories Industry; Fashion Industry; United States; California; Los Angeles; Europe; Canada

January 2020 (Revised July 2020)
Supplement

MoviePass: The 'Get Big Fast' Strategy

By: Benjamin C. Esty and Daniel Fisher

In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses... View Details

13 Jan 2019
News

Why Silicon Valley needs more visas

April 2023 (Revised September 2023)
Case

Apple's iPhone Revolution: Pioneering the Circular Economy

By: George Serafeim

When asked to identify an example of a circular economy business model that has generated billions in revenues for a company, ChatGPT, the famous chatbot that in 2022 rocked the world with its ability to perform a variety of tasks, immediately identified and... View Details

Keywords: Iphone; Smartphone; Waste Management; Recycling; Innovation; Product Upgrade; Product Life Cycle; Sustainability; Climate Impact; Digital; Business Model Innovation; Climate Change; Information Technology; Business Model; Electronics Industry; Information Technology Industry

November 1976
Article

Partial Equilibrium Approach to the Free-Rider Problem

By: Jerry R. Green, Elon Kohlberg and Jean-Jacques Laffont

Groves and others have shown that truthful answers concerning preferences for public goods can be elicited as dominant strategies if appropriate tax-subsidies rules are applied. This paper studies the statistical properties of the total revenues generated by one of the... View Details

Keywords: Problems and Challenges

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Working Paper

Rebates in the Pharmaceutical Industry: Evidence from Medicines Sold in Retail Pharmacies in the U.S.

By: Pragya Kakani, Michael Chernew and Amitabh Chandra

Rising list prices are often used to illustrate the burden of prescription drug spending, but payers routinely negotiate rebates from manufacturers that generate differences between list and net prices. List prices are easily available and affect patient cost-sharing,... View Details

Keywords: Pharmaceuticals; Rebates; Health Care and Treatment; Markets; Price; Analysis; Pharmaceutical Industry

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13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

overload. Using a standard cost of $25 per thousand viewers, which is generally charged by broadcast companies for a 30 second ad on primetime television in the United States (a value cheaper than Japan and more expensive than Brazil) FIFA has the potential to generate... View Details

Keywords: by Thales Teixeira; Sports

August 2008 (Revised August 2009)
Case

Lan Airlines in 2008: Connecting the World to Latin America

By: Ramon Casadesus-Masanell, Jorge Tarzijan and Mitchel Jordan

Lan Airlines operates three distinct models: low-cost for domestic short-haul flights, full-service for international routes; and an international cargo business, the latter of which makes up 33% of Lan's overall revenues (markedly different from many U.S. legacy... View Details

Keywords: Business Model; Growth and Development Strategy; Competitive Advantage; Air Transportation Industry; Latin America

11 Aug 2008
Research & Ideas

Strategy Execution and the Balanced Scorecard

budget be driven from the revenue targets in the strategic plan. In The Execution Premium, we describe how a time-driven activity-based cost model provides the previously missing link between the revenue... View Details

Keywords: by Martha Lagace

23 Jun 2015
News

Navigating the potentially murky world of online reviews

October 2000 (Revised March 2001)
Case

BizRate.com

By: Youngme E. Moon

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

September 2020 (Revised January 2021)
Case

Comviva: Exploring New Frontiers (A)

By: Dante Roscini and Mahima Rao-Kachroo

Comviva, a mobile solutions provider active in India and 94 other countries, has had a rich history and been successful across many emerging and complex markets: Latin America, South-East Asia, Africa. What are the lessons learnt from expansion, cultural fits, and... View Details

Keywords: Internet and the Web; Acquisition; Emerging Markets; Cross-Cultural and Cross-Border Issues; Mobile and Wireless Technology; Growth and Development Strategy; Telecommunications Industry; India; South Asia

20 Feb 2014
News

Online Patient Reviews: 6 Strategies For Doctors

February 2005 (Revised June 2007)
Case

Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer

By: V. Kasturi Rangan and Rohithari Rajan

With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of... View Details

Keywords: Economy; Market Entry and Exit; Business Subsidiaries; Revenue; Profit; Market Participation; Programs; Rural Scope; Poverty; Multinational Firms and Management; Consumer Products Industry; Beauty and Cosmetics Industry; India

October 2023
Case

Houghton Mifflin Harcourt: A Curriculum Provider Puts Itself on the Hook for Student Outcomes

By: John J-H Kim, Derek C. M. van Bever, Michael Norris and Max Hancock

Jack Lynch, CEO of Houghton Mifflin Harcourt (HMH) since 2017, was leading the company’s transformation from a legacy textbook publisher to a digital-first student outcomes provider, which earned subscription revenue from digital products and curriculum. In 2023, HMH... View Details

Keywords: Edtech; Textbook; Publishing; Leading Change; Change Management; Transformation; Digital Transformation; Expansion; Business Strategy; Publishing Industry; Education Industry; United States

October 2000 (Revised March 2004)
Background Note

Variance Analysis and Flexible Budgeting

By: Robert S. Kaplan

Facilitates the teaching of cases on variance analysis and flexible budgeting. Uses algebra, diagrams, and numerical examples to illustrate the calculation of price, quantity, and mix variances for revenues and costs, and a flexible budget for analyzing indirect and... View Details

Keywords: Cost; Price; Mathematical Methods; Revenue; Budgets and Budgeting

April 2010
Article

Endowments, Fiscal Federalism, and the Cost of Capital for States: Evidence from Brazil, 1891-1930

By: Andre C. Martinez Fritscher and Aldo Musacchio

There is a large literature looking at the determinants of country risk (defined as the difference between the yield of a sovereign's bonds and the risk-free rate). In this paper, we contribute to the discussion by arguing that an important explanatory factor is the... View Details

Keywords: Bonds; Performance Capacity; Taxation; Revenue; Governance; Geographic Location; Trade; Price; Cost of Capital; Risk and Uncertainty; Public Administration Industry; Brazil

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May 2014
Case

Groupon, Inc.

By: Krishna G. Palepu, Blythe J. McGarvie and James Weber

Internet coupon site "Groupon" grew revenues rapidly and went public, but struggled to impress investors or operate profitably. Did it have a sustainable business model? Groupon sold coupons called Groupons which purchasers used to acquire goods or services at... View Details

Keywords: Accounting; Corporate Governance; Entrepreneurship; Financial Management; Financial Reporting; Financial Statements; Organizational Culture; Strategy; Web Services Industry; United States

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