Publications

August 2021 (Revised October 2024)
Case

Allbirds: Decarbonizing Fashion

By: Michael W. Toffel, Kenneth P. Pucker and Eren Kuzucu

The Allbirds: Decarbonizing Fashion (A) case introduces Allbirds as a footwear startup not only focused on simple design, comfort, and sustainable natural materials but on decarbonizing the wider fashion industry. Background material highlights the growing... View Details

Keywords: Decarbonization; Climate Impact; Environmental Strategy; Innovation; Product Design; Supply Chain Management; Innovation Strategy; Innovation and Management; Product Development; Climate Change; Environmental Management; Environmental Sustainability; Apparel and Accessories Industry; Fashion Industry; United States; California

17 Feb 2022
Book

When Employees Feel a Sense of Purpose, Companies Succeed

success by focusing on delivering not only for their shareholders and customers but also for their employees, communities, and the environment. In the video below, I speak with Deepak Chopra, clinical professor of medicine at the University of View Details

Keywords: by Ranjay Gulati

March 2020 (Revised August 2020)
Case

Culture at Google

By: Nien-hê Hsieh, Amy Klopfenstein and Sarah Mehta

Beginning in 2017, technology (tech) company Google faced a series of employee-relations issues that threatened its unique culture of innovation and open communication. Issues included protests surrounding Google’s contracts with the U.S. government, restrictions of... View Details

17 Aug 2021
Op-Ed

Dispensing Justice: The Case for Legalizing Cannabis Nationally

in states like Massachusetts to be unduly expensive and prevents growers in states like California from achieving economies of scale because of limited market size. Small, fragmented markets also limit cannabis suppliers from incurring... View Details

Keywords: by Ashish Nanda and Tabatha Robinson

March 2017 (Revised September 2017)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells and Carole A. Winkler

In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and many attributed Trump’s victory to... View Details

Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Valuation; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia

June 2003
Case

In-N-Out Burger

By: Youngme E. Moon, Lucy Cummings, Sonali Sampat, Sam Thakarar and Kerry Herman

In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer base and the company appears to be in good financial health. The primary issue in this case concerns expansion:... View Details

Keywords: Customer Relationship Management; Profit; Leadership Development; Brands and Branding; Product Marketing; Distribution; Expansion; Food and Beverage Industry; Arizona; California; Nevada

October 2016 (Revised March 2019)
Case

Carrum Health: Scaling Bundled Payments

By: Robert S. Huckman and Sarah Mehta

Founded in 2014, Carrum Health helped self-insured employers located in three markets (San Diego, California; Seattle, Washington; and San Francisco, California) save money on their employees’ planned surgeries. It did so by contracting directly with top-quality... View Details

Keywords: Health Financing; Health Insurance; Value-based Healthcare Reimbursements; Bundled Payments; Innovation; Scale; Health; Health Care and Treatment; Cost Management; Growth and Development Strategy; Decision Choices and Conditions; Health Industry; California; San Francisco; San Diego; Seattle

January 2023 (Revised April 2023)
Case

Cobalt Robotics: Scaling Workplace Robotics

By: Jeffrey F. Rayport, Nicole Tempest Keller and Kyung Keun Park

Founded in 2016, Cobalt Robotics, based in Fremont, California, was a Robot-as-a-Service (RaaS) company that built autonomous workplace robots that were designed to replace or supplement human security guards. Outfitted with over 60 sensors, Cobalt robots patrolled... View Details

Keywords: Information Infrastructure; Disruptive Innovation; Innovation and Invention; Marketing Strategy; Marketing Channels; Customers; Technology Industry; United States; California

July 2021
Case

'Why I Blew the Whistle': Mauro Botta v. PwC

By: Aiyesha Dey, Jonas Heese and Sarah Mehta

Set in April 2021, this case tells the story of Mauro Botta, a senior manager at PricewaterhouseCoopers (PwC). In 2016, Botta filed a whistleblower claim with the U.S. Securities and Exchange Commission, alleging that PwC had failed to fulfill its obligations to remain... View Details

Keywords: Accounting Audits; Financial Reporting; Financial Statements; Ethics; Fairness; Moral Sensibility; Values and Beliefs; Governance; Corporate Governance; Accounting Industry; United States; California; San Jose

25 Jul 2013
Research & Ideas

Why Unqualified Candidates Get Hired Anyway

University of California at Berkeley; Zachariah S. Sharek, Carnegie Mellon University; and Francesca Gino, Harvard Business School. "Across all our studies, the results suggest that experts take high performance as evidence of high... View Details

Keywords: by Anna Secino; Education; Employment

June 2002 (Revised October 2005)
Case

Inside Intel Inside

By: Youngme E. Moon and Christina L. Darwall

In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details

Keywords: Advertising Campaigns; Growth and Development; Brands and Branding; Marketing Strategy; Product Positioning; Sales; Expansion; Competitive Advantage; Semiconductor Industry; Manufacturing Industry; California

October 2007 (Revised July 2013)
Case

Vertex Pharmaceuticals and the Cystic Fibrosis Foundation: Venture Philanthropy Funding for Biotech

By: Robert F. Higgins, Sophie LaMontagne and Brent Kazan

In 2001, Vertex Pharmaceuticals Incorporated acquired the San Diego-based biotech company, Aurora Biosciences. The combination of Vertex's and Aurora's technologies would improve the flow of novel drug candidates into development. However, several questions related to... View Details

Keywords: Philanthropy; Philanthropy Funding; Innovation; Funding Model; Venture Capital; Partners and Partnerships; Financing and Loans; Investment Funds; Acquisition; Philanthropy and Charitable Giving; Biotechnology Industry; Pharmaceutical Industry; San Diego

21 Feb 2023
Research & Ideas

Are Your Employees Passing Up Incentives? Try Promoting the Programs More

offer these benefits. Even getting consumers with some of the highest electric bills in the country to turn off the lights can be challenge, as California found out with a failed discount program. Why some incentives spur action while... View Details

Keywords: by Scott Van Voorhis

06 Oct 2003
Research & Ideas

The Problem with Hedge Funds

way in which the market is changing against the interest of most investors.281 In 2001 the California Public Employees Retirement System, America's largest pension fund, put $1 billion into hedge funds. It was a major stamp of approval.... View Details

Keywords: by D. Quinn Mills

01 Nov 2019
What Do You Think?

Should Non-Compete Clauses Be Abolished?

by Jonathan Pollard. “The time has come for all employee non-compete agreements to be abolished,” he wrote. “If tech giants can operate in California without non-compete agreements, then so can everyone else.” He went on to say,... View Details

Keywords: by James Heskett

October 2021
Case

Financial Reporting at Mattel

By: Aiyesha Dey, Trung Nguyen, Marshal Herrmann and Julia Kelley

In September 2020, Diana Ferguson was nearing her first Audit Committee meeting as the newly appointed Audit Committee chair of Mattel, Inc. Mattel was just recovering from an accounting scandal which had revealed the company’s poor internal controls and weak board... View Details

October 1992 (Revised December 1992)
Case

American Connector Company (A)

By: Gary P. Pisano

American Connector Co. is forced to reexamine operations at its Sunnyvale plant when a Japanese competitor announces plans to build an "ultimate" plant in the United States. Case examines issues related to benchmarking a competitor's manufacturing capabilities and... View Details

Keywords: Production; Infrastructure; Competitive Strategy; Global Strategy; Policy; Strategic Planning; Performance Productivity; Management Analysis, Tools, and Techniques; Performance Effectiveness; Sunnyvale; Japan

December 2019 (Revised March 2020)
Case

Impossible Foods

By: Jose B. Alvarez and Natalie Kindred

Impossible Foods founder and CEO Pat Brown started the company out of concern over livestock production’s impact on climate change. Impossible’s mission is to end consumption of animals by 2035, and its strategy is to develop and market plant-based foods so similar to... View Details