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  • January 2014 (Revised January 2015)
  • Case

Reinventing Adobe

By: Sunil Gupta and Lauren Barley
By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
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  • October 2014
  • Teaching Note

Reinventing Adobe

By: Sunil Gupta
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  • November 2017
  • Supplement

Reinventing Adobe

By: Sunil Gupta
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  • December 2000 (Revised November 2001)
  • Case

Adobe Systems Incorporated

Examines Adobe's battle with Microsoft to establish de facto standards in the emerging eBook space. View Details
Keywords: Conflict and Resolution; Product Design; Technology; Information Technology Industry; United States
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  • September 2008
  • Case

Adobe Systems: Working Towards a "Suite" Release (A)

By: David A. Thomas and Lauren Barley
The case examines the tools a manager can use to keep her project on track and manage conflict and tension as Adobe prepares to launch Creative Suite 3, the biggest software release in the company's 25-year history. The protagonist, Yvonne Murray, is a group program... View Details
Keywords: Management Analysis, Tools, and Techniques; Product Launch; Projects; Groups and Teams; Conflict Management; Power and Influence
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  • September 2008
  • Supplement

Adobe Systems: Working Towards a "Suite" Release (B)

By: David A. Thomas and Lauren Barley
The case examines the tools a manager can use to keep her project on track and manage conflict and tension as Adobe prepares to launch Creative Suite 3, the biggest software release in the company's 25-year history. The protagonist, Yvonne Murray, is a group program... View Details
Keywords: Change; Interpersonal Communication; Crisis Management; Product Launch; Projects; Conflict of Interests; Integration; Software
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  • June 2023 (Revised September 2023)
  • Simulation

Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM)

By: Sunil Gupta, Rajiv Lal and Celine Chammas
Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details
Keywords: Customer Acquisition; Customer Journey; Marketing Strategy; Marketing; Customer Focus and Relationships; Budgets and Budgeting
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  • February 2009 (Revised December 2009)
  • Case

eReading: Amazon's Kindle

By: Bharat N. Anand, Peter W. Olson Esq. and Mary Tripsas
In November 2007, Amazon introduced the Kindle, the first electronic reader with wireless functionality. The case describes the launch of the Kindle and provides information on representative players in the industry (or broader ecosystem) who are likely to be affected... View Details
Keywords: Books; Disruptive Innovation; Technological Innovation; Industry Structures; Standards; Distribution Channels; Competitive Strategy; Publishing Industry
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  • 28 Oct 2008
  • First Look

First Look: October 28, 2008

Course MaterialsAdobe Systems: Working Towards a 'Suite' Release (A) Harvard Business School Case 409-014 The case examines the tools a manager can use to keep her project on track and manage conflict and tension as Adobe prepares to... View Details
Keywords: Martha Lagace
  • November–December 2024
  • Article

Scaling Up Transformational Innovations

By: Peter Koen, Ananya Sheth, Mike DiPaola and Linda A. Hill
For large companies operating in mature sectors—such as Procter & Gamble in consumer goods, Apple in consumer electronics, and Adobe in cloud software—driving growth is a perennial challenge. Growth through acquisition is always an option, but companies often quickly... View Details
Keywords: Growth and Development Strategy; Leadership; Innovation Strategy; Consumer Products Industry
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  • 11 Jun 2024
  • In Practice

The Harvard Business School Faculty Summer Reader 2024

As the vacation season looms, Harvard Business School faculty members share recommendations for a little light reading. Spoiler alert: Lessons in Chemistry tops two of their beach-read lists. For those whose brains can’t—or won’t—turn off, HBS faculty also suggest some... View Details
Keywords: by Avery Forman
  • 22 Apr 2024
  • Research & Ideas

When Does Impact Investing Make the Biggest Impact?

hbswk@hbs.edu. Image: Designer's note: Illustration was creating uses images generated by Adobe and Midjourney artificial intelligence tools an image from AdobeStock/dataimasu View Details
Keywords: by Rachel Layne
  • 16 Feb 2024
  • Research & Ideas

As AI Upends Recruiting, Job Seekers Need a Waze App for Careers

insight into who has succeeded in their firms historically, enabling skills-based hiring. You Might Also Like: 10 Trends to Watch in 2024 Is AI Coming for Your Job? How Will the Tech Titans Behind ChatGPT, Bard, and LLaMA Make Money? Feedback or ideas to share? Email... View Details
Keywords: by Rachel Layne; Information Technology; Technology
  • 23 Apr 2024
  • In Practice

Getting to Net Zero: The Climate Standards and Ecosystem the World Needs Now

With each month clocking record-breaking temperatures across the planet, this Earth Day reflected the renewed urgency of regulators and businesses to find climate-change solutions. The US Securities and Exchange Commission recently adopted new rules that will mandate... View Details
Keywords: by Rachel Layne
  • 25 Jun 2024
  • Research & Ideas

How Transparency Sped Innovation in a $13 Billion Wireless Sector

share? Email the Working Knowledge team at hbswk@hbs.edu. Image: Illustration created by HBSWK using images generated by Midjourney and Adobe Firefly, artificial intelligence tools View Details
Keywords: by Jay Fitzgerald; Technology
  • 10 Jul 2000
  • Research & Ideas

IT Links for Boundaryless Companies

front. "The price of a piece of information is vanishingly small, so we have to play tricks to make sure it doesn't disappear to zero," said Upton. "That doesn't work unless I make some artificial distinction between things. That's why, for example, we... View Details
Keywords: by Kenneth Liss
  • 15 Aug 2016
  • Research & Ideas

Black Swans and Big Trends Can Ruin Anyone's Internet Prediction

speculates about whether Microsoft or Adobe would be better positioned to establish the dominant ebook standard. The possibility that the world’s biggest bookstore might eventually win that race hadn’t dawned on me. Social networks. We’d... View Details
Keywords: by Thomas R. Eisenmann; Technology
  • 13 May 2014
  • First Look

First Look: May 13

reconsider their scaling narrative. Purchase this case: http://hbr.org/product/entrepreneurial-finance-lab-scaling-an-innovative-start-up-financing-venture/an/814073-PDF-ENG Harvard Business School Case 514-066 Reinventing Adobe By 2013,... View Details
Keywords: Sean Silverthorne
  • 17 Sep 2024
  • HBS Case

The Climate Targets Leaders Need to Know as Regulations Loom

As investor pressure mounts on companies to show their environmental impacts, leaders are encountering an unwieldy tangle of terms and approaches. Climate accounting basics and a dictionary of sorts can help demystify the calculations and voluntary targets that... View Details
Keywords: by Rachel Layne
  • 27 Jun 2024
  • Research & Ideas

Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge

Second Year Feedback or ideas to share? Email the Working Knowledge team at hbswk@hbs.edu. Image was created using Adobe Firefly, an artificial intelligence tool. View Details
Keywords: by Ben Rand; Technology

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