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- July–August 2025
- Article
How the Busiest People Find Joy
By: Leslie A. Perlow, Sari Mentser and Salvatore J. Affinito
Joy, along with achievement and meaningfulness, is one of the three keys to a satisfying life. Yet it’s the missing piece for many ambitious individuals, the authors found after examining data on how nearly 2,000 professionals spend their days. Jam-packed schedules are... View Details
- 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
- 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
- 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
- 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; Information Technology; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Education; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; Education Industry; Technology Industry; India; South Korea
- May 2025
- Case
IQanat: Empowering Rural Youth in Kazakhstan
By: Boris Groysberg and Maxim Pike Harrell
In June 2025, IQanat CEO Aliya Salikova considered scaling opportunities for the foundation, which provided educational opportunities for children from rural regions of Kazakhstan. Established by Kazakhstani businessman and philanthropist Aidyn Rakhimbayev, IQanat... View Details
- May 2025 (Revised June 2025)
- Background Note
Social Enterprise in Latin America
By: Brian L. Trelstad and Karina Souza
This research note provides an overview of the social enterprise ecosystem in Latin America, exploring current dynamics across key markets, including country-specific insights on Brazil, Mexico, Argentina, Colombia, Chile, and Central America. In a region characterized... View Details
Keywords: Latin America; Brazil; Mexico; Argentina; Colombia; Chile; Impact Investing; Developing Countries and Economies; Social Entrepreneurship; Emerging Markets; Corporate Social Responsibility and Impact; Mission and Purpose; Ownership; Social Enterprise; Business Strategy; Equality and Inequality; Agriculture and Agribusiness Industry; Banking Industry; Financial Services Industry; Information Technology Industry; Latin America; Brazil; Mexico; Argentina; Colombia; Chile; Guatemala; Central America
- May 2025
- Teaching Note
Boutiqaat: Influencing Retail in MENA
By: Juan Alcacer and Noor Al Qadhi
Boutiqaat, a Kuwait-based e-commerce platform, scaled an influencer-driven beauty retail model across MENA and now faces critical strategic choices about offline expansion and globalization. Founded in 2015, Boutiqaat combined social commerce, localized logistics, and... View Details
- May 2025
- Case
Boutiqaat: Influencing Retail in MENA
By: Juan Alcacer and Noor Al Qadhi
Boutiqaat, a Kuwait-based e-commerce platform, scaled an influencer-driven beauty retail model across MENA and now faces critical strategic choices about offline expansion and globalization. Founded in 2015, Boutiqaat combined social commerce, localized logistics, and... View Details
- May 2025
- Supplement
On (B): The Cyclon Spins On
By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader and Karen Elterman
A follow-up to the On case (723-430), this short case explores how the performance athletic shoe company On expanded its Cyclon subscription and recycling program through 2024, adding two new shoe models to the subscription and a one-time-purchase recyclable T-shirt. View Details
Keywords: Business Model; Business Strategy; Competitive Advantage; Competitive Strategy; Disruptive Innovation; Distribution Channels; Environmental Sustainability; Marketing Strategy; Product Design; Product Development; Technological Innovation; Expansion; Apparel and Accessories Industry; Consumer Products Industry; Manufacturing Industry; Retail Industry; Sports Industry; China; Europe; Germany; Japan; Switzerland; United States
- May 2025
- Case
'Net Zero in Action': Impact Investing at the McKnight Foundation
By: Lauren Cohen, Christina R. Wing and Sophia Pan
Elizabeth McGeveran, Vice President of Investments at the McKnight Foundation, reflected on how to effectively advance the organization’s net-zero strategy. The foundation had committed 10% of its endowment to building a portfolio of impact investments and was among... View Details
Keywords: Investment Fund; Philanthropy; Charitable Donations; Sustainability; Foundation; Impact Investing; ESG; Family Business; Forecasting and Prediction; Private Sector; Renewable Energy; Social Entrepreneurship; Climate Change; Environmental Sustainability; Green Technology; Financial Strategy; Investment Funds; Investment Portfolio; Institutional Investing; Corporate Accountability; Corporate Social Responsibility and Impact; Mission and Purpose; Private Ownership; Philanthropy and Charitable Giving; Social Issues; Sustainable Cities; Financial Services Industry; Minnesota; United States
- May 2025
- Case
Fidji Simo: Growing the Pie at Instacart
By: Hubert Joly, Leonard A. Schlesinger and James Barnett
In January 2025, Instacart CEO Fidji Simo considers strategies for continuing to grow Instacart from a grocery delivery platform to a holistic grocery technology company, including in-store grocery technology and expanding partnerships across the grocery sector. View Details
- May 2025
- Case
RTX's Lifetime Income Strategy: Shaping the Future of Retirement
By: Daniel Green, Luis M. Viceira and Sarah Mehta
Set in 2024, this case explores the Lifetime Income Strategy (LIS), a novel retirement product launched by aerospace and defense company RTX in 2012. Aiming to embed the security of a traditional pension within a 401(k) plan, the LIS allowed participants to secure a... View Details
- May 2025 (Revised May 2025)
- Case
Daiichi Sankyo: Steering a Global Organization
In the spring of 2023, Sunao Manabe, CEO of Daiichi Sankyo, reflected on a pivotal decision. A large Western pharmaceutical company had made a bid to partner with Daiichi Sankyo to develop the next three products in its oncology pipeline. Daiichi Sankyo, a 125-year old... View Details
Keywords: Strategy; Culture Change; Decision-making; Leadership; Culture; Innovation; Psychological Safety
- May 2025
- Teaching Note
Bridj and the Business of Urban Mobility (B): A New Model in Kansas City
By: Rosabeth Moss Kanter and Jonathan Cohen
This Teaching Note helps instructors teach students the HBS Case, Bridj and the Business of Urban Mobility (B): A New Model in Kansas City. In late 2016, Bridj was expanding its digital platform to help address urban mobility problems faced by cities across the country... View Details
Keywords: App Development; Innovation; Stakeholder Engagement; Collaboration; Ride-sharing; Entrenchment; Digital; Transportation; Urban Development; Disruption; Business Startups; Digital Platforms; Growth and Development Strategy; Business and Stakeholder Relations; Partners and Partnerships; Expansion
- May 2025 (Revised May 2025)
- Case
Humana Commits to Value-Based Care
By: V.G. Narayanan, Henry Eyring and David Lane
In late 2023, CEO Bruce Broussard reviewed health insurer Humana’s transformation into a value-based care ecosystem. Under its CenterWell brand, the several millions of members in Humana Medicare Advantage plans now had access to Humana-provided primary care, home... View Details
- 2024
- Case
EPCorp: Convincing the C-Suite
By: Jacob M. Cook
In EPCorp: Convincing the C-Suite, Shivani Bahl is attempting to sell EPCorp's CEO, Debbie Sullivan, on her ideas for not only a new website upgrade but also a more expansive vision on how data and Generative AI can be used to grow the company. Debbie is understandably... View Details
- April 2025
- Background Note
Climate Change Adaptation with Artificial Intelligence and Machine Learning
By: Michael W. Toffel and Nabig Chaudhry
Artificial Intelligence (AI) and machine learning (ML) have emerged as powerful tools to address climate change. This note summarizes a wide range of the uses of AI/ML to drive climate change adaptation and resilience, the measures organizations and governments are... View Details
- April 2025
- Teaching Note
Allbirds: Decarbonizing Fashion (A) and (B)
By: Michael W. Toffel, Ken Pucker and Stacy Straaberg
Teaching Note for HBS Case Nos. 622-024, 625-004, 625-005, and 625-702. 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... 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; Business Startups; Initial Public Offering; Knowledge Sharing; Competitive Advantage; Apparel and Accessories Industry; Fashion Industry; United States; California
- April 2025
- Supplement
Allbirds: Decarbonizing Fashion PowerPoint Supplement
By: Michael W. Toffel, Ken Pucker and Stacy Straaberg
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