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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; Apparel and Accessories Industry; United States

July 2023
Case

Honeycomb

By: Jeffrey J. Bussgang and Kumba Sennaar

Honeycomb, an audio app enabling seniors to record stories and save family memories, suddenly draws interest from a younger user demographic. The co-founders consider pivoting to better serve this new user demographic. How should they think about strategy, brand, and... View Details

Keywords: Entrepreneurship; Venture Capital; Operations; Business Startups; Customer Focus and Relationships; Age; Brands and Branding; Technology Industry; United States

July 2023
Supplement

Honeycomb (B): Jumping on The Generative AI Bandwagon?

By: Jeffrey J. Bussgang and Kumba Sennaar

Honeycomb, an audio app enabling users to record stories and save family memories, considers pivoting to embrace generative AI. What should the co-founders business model look like if they pursued this new direction? View Details

Keywords: Entrepreneurship; Venture Capital; Operations; Business Startups; Business Model; AI and Machine Learning; Technology 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 October 2024)
Case

Revenue Recognition at Stride Funding: Making Sense of Revenues for a Fintech Startup

By: Paul M. Healy and Jung Koo Kang

The case explores the challenges of revenue recognition and financial reporting for Stride Funding (Stride), a fintech startup that has disrupted the student loan market. Stride leveraged proprietary machine learning and financial models to underwrite alternative... View Details

Keywords: Revenue Recognition; Financial Reporting; Entrepreneurial Finance; Business Startups; Growth and Development Strategy; Governance Compliance; Accrual Accounting; Financial Services Industry; United States

July 2023 (Revised February 2024)
Case

Clair

By: Lauren Cohen, Grace Headinger and Marcos Quirno

Clair was founded with a simple mission: to expedite America’s workers access to their hard-earned wages. In the headwinds of the COVID-19 pandemic, the startup had successfully raised a seed round of $4.5 million, and within two years the earned wage access (EWA)... View Details

Keywords: Fintech; Ewa; Lending; Technology; Business Startups; Growth and Development Strategy; Social Enterprise; Business Strategy; Business Model; Mission and Purpose; Venture Capital; Profit; Financial Services Industry; United States

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

DayTwo: Going to Market with Gut Microbiome (Abridged)

By: Ayelet Israeli

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

Keywords: Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels

2023
Article

Evidence from the First Shared Medical Appointments (SMAs) Randomised Controlled Trial in India: SMAs Increase the Satisfaction, Knowledge, and Medication Compliance of Patients with Glaucoma

By: Nazlı Sönmez, Kavitha Srinivasan, Rengaraj Venkatesh, Ryan W. Buell and Kamalini Ramdas

In Shared Medical Appointments (SMAs), patients with similar conditions meet the physician together and each receives one-on-one attention. SMAs can improve outcomes and physician productivity. Yet privacy concerns have stymied adoption. In physician-deprived nations,... View Details

Keywords: Health Care and Treatment; Customer Satisfaction; Outcome or Result; India

2023
Working Paper

Learning to Use: Stack Overflow and Technology Adoption

By: Daniel Jay Brown and Maria P. Roche

In this paper, we examine the potential impact of Q&A websites on the adoption of technologies. Using data from Stack Overflow – one of the most popular Q&A websites worldwide – and implementing an instrumental-variable approach, we find that users whose questions... View Details

Keywords: Technology Adoption; Knowledge Sharing

2024
Working Paper

Managing Remote Work Quality: Evidence from Auditing Management Systems Standards

By: Ashley Palmarozzo and Michael W. Toffel

Remote work has become more common, providing operational flexibility and productivity benefits, but questions remain about whether and how it affects work quality. We investigate the quality effects of remote work in a context in which remote work separates workers... View Details

Keywords: Audit; Auditing; Remote Work; Compliance; Assessment; Environment; Management Systems; Quality Management; Quality Management System; Quality; Operations; Supply Chain Management; Environmental Management; Safety

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 20, 2023
Article

How to Build a Life: Being Anxious or Sad Does Not Make You Mentally Ill

By: Arthur C. Brooks

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July 2023 (Revised July 2024)
Case

Miracle Therapeutics: Negotiating an IP License (A)

By: Satish Tadikonda, Michael Singer, William Marks and Wendi Yajnik

(General Experience Case) Beth Sharp and Jennifer Brilliant founded Miracle Therapeutics based on intellectual property developed by Brilliant and her post-doctoral student, John Supreme, in Brilliant’s lab at Elite University (EU). Miracle will have to obtain a... View Details

Keywords: Business Startups; Entrepreneurship; Patents; Negotiation Process

July 2023 (Revised February 2024)
Supplement

Managing Customer Retention at Teleko

By: Eva Ascarza

This exercise aims to teach students about 1)Targeting Policies; and 2)Algorithmic decision making, 3) Retention management. View Details

Keywords: Customer Relationship Management; Telecommunications Industry; Technology Industry; United States

July 2023
Teaching Note

Sian Flowers: Fresher by Sea?

By: Willy C. Shih and Michael W. Toffel

July 2023
Supplement

Sian Flowers: Fresher by Sea? – PowerPoint Supplement

By: Willy C. Shih and Michael W. Toffel

July 2023
Technical Note

Agricultural Innovation and Sustainability in the Netherlands

By: Willy C. Shih, Michael W. Toffel, Kelsey Carter, Jennifer Godfrey, Rafaella Mazza and Katrina Yeh

This note describes some of the most significant agricultural innovations in the Netherlands, their drivers, environmental performance implications, some challenges facing the sector, and the potential replicability of these innovations to other contexts. View Details

Keywords: Agricultural; Decarbonization; Farming; Agribusiness; Science; Research and Development; Climate Change; Environmental Sustainability; Innovation and Invention; Agriculture and Agribusiness Industry; Netherlands

18 Jul 2023
Interview

Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More

By: Jeffrey F. Rayport and Doug Levin

This episode of "Lessons from Startup Life" podcast features Jeffrey Rayport, Senior Lecturer of Business Administration at the Harvard Business School. Jeffrey specializes in teaching and researching growth-stage technology ventures and their scalability. Prior to... View Details

Keywords: Scaling And Growth; Start-up; Diversity; Equity; Inclusion; Technology; Business Startups; Product Marketing; Business Growth and Maturation

July 2023
Teaching Note

Belden and Digital Transformation: From Product Sales to Solutions Sales

By: Frank V. Cespedes

Teaching Note for HBS Case No. 823-002. Belden manufactures devices such as switches, cables, adapters, and connectors. Faced with market changes, the firm initiated a new Enhanced Solutions Delivery (ESD) initiative. In November 2022 executives are evaluating the... View Details

Keywords: Change Management; Digital Transformation; Organizational Change and Adaptation; Sales; Marketing Channels; Manufacturing Industry

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