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  • September 2025
  • Article

Organizational Emplacement as a Response to Digital Threat: The Novel Resurgence of Independent Bookstores

By: Ryan Raffaelli and Ryann Noe
This study reveals how incumbent actors leverage physical place as source of differentiation in response to the threat of digital commoditization. Through a longitudinal, qualitative analysis of the U.S. independent bookselling industry from 1995 to 2019, we outline... View Details
Keywords: Retail; Place Making; Bookstores; Industry Evolution; Digital; Commoditization; Organizational Change and Adaptation; Adaptation; Business Strategy; Digital Transformation; E-commerce; Distribution Channels; Civil Society or Community; Value Creation; Retail Industry
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  • August 2025
  • Case

Must B Nutty?

By: Christina Wallace, Martha Hostetter and Alicia Dadlani
Veronica and Miguel Garza, siblings from a large Mexican-American family from Texas, founded a company in 2014 to sell the almond-flour tortillas Veronica had developed to fit her grain-free diet. Their company, Must Be Nutty, tapped into growing demand for... View Details
Keywords: Acquisition; Valuation; Family Business; Family Ownership; Small Business; Brands and Branding; Product Marketing; Distribution Channels; Market Entry and Exit; Food and Beverage Industry; United States
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  • August 2025
  • Article

Revenue Collapses and the Consumption of Small Business Owners in the COVID-19 Pandemic

By: Olivia S. Kim, Jonathan A. Parker and Antoinette Schoar
Using financial account data linking small businesses to their owner households, we examine how business owners’ consumption responded to changes in business revenues during the COVID-19 crisis. In the first two months following the National Emergency, business... View Details
Keywords: Revenue; Small Business; Health Pandemics; Spending; Consumer Behavior
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  • July 2025 (Revised July 2025)
  • Case

Elon Musk, 2025: The Master of Big Bets?

By: David B. Yoffie
This case explores Elon Musk’s influence across business and politics in 2025, as he navigates the challenges of simultaneously leading multiple companies, such as Tesla, SpaceX, and xAI, while briefly serving in the U.S. government. It examines Musk’s high-stakes bets... View Details
Keywords: Strategy; Strategy And Leadership; Technological Innovation; Politics; Auto Industry
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  • July 2025
  • Case

AeroVironment: The MacCready Works Dilemma

By: Willy Shih and Sophie Zimmerman
Scott Newbern, the head of the MacCready Works at AeroVironment (AV) faced a dilemma. The new Strix next-generation drone had just completed a very successful test. AV had launched MacCready Works to focus on transformational innovations that served new markets and new... View Details
Keywords: Organizational Dynamics; Innovation; Innovation Adoption; Organization Alignment; Organization Design; Organization Boundaries; Disruptive Innovation; Disruptive Innovations; Disruptive Technologies; Aerospace Industry; United States
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  • July 2025
  • Case

SecureID: Digital Disruptions of Smartcards in Africa

By: Ramon Casadesus-Masanell, Raffaella Sadun, Pippa Tubman Amerding and Namrata Arora
This case explores the strategic inflection point faced by Kofo Akinkugbe, founder and CEO of SecureID, a smartcard manufacturing company in Nigeria. With the rise of fintech and digital payment solutions threatening the dominance of physical cards, SecureID must... View Details
Keywords: Financial Institutions; Strategy; Digital Transformation; Business Startups; Emerging Markets; Banking Industry; Africa; Nigeria
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  • July 2025
  • Case

Take-Two Interactive Software Inc.: The Business Behind Video Gaming’s Biggest Hits

By: Anita Elberse, Madden Osei and Sophia Smith
On May 15, 2025, Strauss Zelnick, chairman and chief executive officer of Take-Two Interactive Software Inc. (‘Take- Two’) sees his company’s stock price reach an all-time high, reflecting a market cap well over $40 billion. Under his leadership, Take-Two had grown... View Details
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  • July 2025
  • Case

Osteoboost: Go-To-Market Strategy in a Healthcare Startup

By: Regina E. Herzlinger, Ben Creo, Jacob M. Cook and Rachel Lev-Corn
Osteoboost focuses on how a health care Medtech startup with a new device for treating osteopenia. The firm decides among alternative go-to-market strategies, including B2B (the firm to healthcare providers), DTC (directly to consumers), or some combination of the two... View Details
Keywords: Business Startups; Innovation Strategy; Financial Strategy; Health Industry; Medical Devices and Supplies Industry; United States
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  • July 2025
  • Case

The New York Liberty: Building the Business of Women’s Basketball

By: Anita Elberse and Mackenzi Curtin
In May 2025, Women’s National Basketball Association (WNBA) team the New York Liberty raised their 2024 championship banner. The team’s owners, Clara Wu Tsai and her husband Joseph Tsai, had acquired the Liberty in 2019, when the once flourishing team had seemingly hit... View Details
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  • July 2025
  • Module Note

Supply and Demand for Strategists

By: Quan Le
This module note introduces students to the foundational microeconomic principles of supply and demand. It uses the example of an aluminum plant (specifically, production quantity and shutdown decisions) to discuss short-run vs. long-run decisions, marginal costs, sunk... View Details
Keywords: Business Exit or Shutdown; Business or Company Management; Business Strategy; Competition; Competitive Advantage; Cost of Capital; Cost vs Benefits; Decision Making; Decisions; Demand and Consumers; Economics; Economic Systems; For-Profit Firms; Market Entry and Exit; Market Participation; Markets; Metals and Minerals; Microeconomics; Price; Revenue; Strategy; Supply and Industry; Manufacturing Industry
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  • June 2025
  • Case

Assessing the Offers for Seven & i Holdings

By: Benjamin C. Esty, Nobuo Sato and Akiko Kanno
In the fall of 2024, the board of Seven and i Holdings Company (7&i, the parent company of 7-Eleven convenience stores in the US, Japan, and other countries) received multiple offers to buy the company. Two successive (and unsolicited) offers came from Alimentation... View Details
Keywords: Corporate Governance; Valuation; Value Creation; Bids and Bidding; Financial Strategy; Negotiation Offer; Mergers and Acquisitions; Corporate Finance; Business Conglomerates; Leveraged Buyouts; Governing Rules, Regulations, and Reforms; Retail Industry; Food and Beverage Industry; Japan; Canada
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  • June 2025
  • Case

Konko AI: Automating Work with AI Agents

By: Shikhar Ghosh, Shweta Bagai and Liang Wu
In January 2025, Jean Marc Goguikian and Michael Haddad, co-founders of Konko AI, faced a critical strategic decision. After the company’s developer platform for private large language models (LLMs) struggled to gain traction, they had pivoted to building AI sales... View Details
Keywords: AI and Machine Learning; Customer Relationship Management; Growth and Development Strategy; Product Positioning; Product Development; Organizational Change and Adaptation; Business Strategy; Customization and Personalization; Technology Industry; Latin America
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  • June 2025
  • Case

Parque del Sendero: Repositioning in the Death Care Industry in Chile

By: Jill Avery, Andres Cuneo and Marco Bertini
Facing changing consumer behavior and shifting industry conditions, Parque del Sendero, one of largest networks of cemeteries in Chile, considers repositioning its products to appeal to a broader swath of Chilean customers to fuel growth and a more profitable business... View Details
Keywords: Consumer Behavior; Positioning; Branding; Marketing; Brands and Branding; Marketing Strategy; Service Industry; Real Estate Industry; Chile
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  • June 2025
  • Case

Redefining the Edge: Jahez’s Strategic Pivot in Saudi Arabia’s Food Delivery Battle

By: Krishna G. Palepu and Ahmed Dahawy
Jahez made its mark in Saudi Arabia’s food delivery market by serving customers willing to pay more for reliable, high-quality service—a segment largely overlooked by other platforms. As the company grew, it expanded into the mass market and developed a network of... View Details
Keywords: Acquisition; Business Conglomerates; Corporate Entrepreneurship; Innovation Strategy; Digital Platforms; Logistics; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Expansion; Food and Beverage Industry; Saudi Arabia
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  • June 2025
  • Case

AI Wars in 2025

By: Andy Wu and Anna Yang
In June 2025, Google leaders in Mountain View, CA convened after its parent company Alphabet shed a quarter-trillion in market capitalization in a matter of months. The immediate spark—the quiet revelation that Google searches had dipped for the first time in 20... View Details
Keywords: AI and Machine Learning; Technology Adoption; Disruptive Innovation; Mission and Purpose; Business Strategy
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  • June 2025
  • Supplement

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Keywords: Social Media; Advertising; Brands and Branding; Digital Marketing; Marketing Strategy; Measurement and Metrics
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  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment (Solution)

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
Keywords: Social Media; Advertising; Brands and Branding; Digital Marketing; Marketing Strategy; Measurement and Metrics
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  • June 2025
  • Case

TagHive: Edtech Pricing and Distributor Decisions

By: Isamar Troncoso, Frank V. Cespedes and Stacy Straaberg
Education technology (edtech) company TagHive, founded in 2017, used a direct sales team and third-party distributors to sell its Class Saathi hardware and software solution to 300 clients, mainly primary and secondary schools in India. The product aimed to improve... View Details
Keywords: Business Model; Marketing Channels; Marketing Strategy; Product Marketing; Social Marketing; Information Infrastructure; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; AI and Machine Learning; Applications and Software; Distribution Channels; Sales; Reputation; Education Industry; Technology Industry; India; South Korea
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  • Summer 2025
  • Article

Dynamic Competition for Customer Memberships

By: Cristian Chica, Julian Jimenez-Cardenas and Jorge Tamayo
A competitive two-period membership (subscription) market is analyzed. Two symmetric firms charge a “membership” fee that allows consumers to buy products or services at a given unit price for both periods. Firms can choose between long- or short-term memberships. When... View Details
Keywords: Competitive Price Discrimination; Membership; Dynamic Competition; Competition; Price; Consumer Behavior; Business Model
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