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July 2025
Case

Greenwood Online: A Fin-Tech Service for Culture and Community (B)

By: James Riley and Bernal Cortés

This B case follows Greenwood’s development after launch, including its decision to partner with a White-owned bank for backend support and its rapid growth despite that controversial choice. It traces the company’s scaling efforts, major fundraising rounds,... View Details

Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States

July 2025
Background Note

Ecosystem Disruption: A Multi-Stakeholder View of Disruptive Innovations

By: E. Ofek, Michael Haenlein, Eitan Muller and Roman Welden

The purpose of this note is to offer a more expansive view of how innovations disrupt markets than has been portrayed thus far in the extant literature by taking an ecosystem perspective. This broader outlook allows examining not only the product strategies of the... View Details

Article

Using Gen AI for Early-Stage Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Generative AI, particularly large language models (LLMs), offers a promising new tool for early-stage market research by simulating customer responses to product concepts. This can allow companies to draw conclusions similar to those they’d obtain by surveying... View Details

Keywords: Large Language Models; Large Language Model; Generative Ai; Artificial Intelligence; Market Research; Research; Marketing; AI and Machine Learning; Analytics and Data Science; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

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July 3, 2025
Article

A New Framework for Reducing Healthcare Disparities

By: Susanna Gallani, Mary Lynch Witkowski, Lidia M. V. R. Moura and Katie Sonnefeldt

Despite decades of initiatives to address healthcare inequities in the U.S., disparities across race, gender, geography, and income remain stubbornly persistent. This article introduces the Strategic Fingerprint Framework for Health Equity, a practical, principle-based... View Details

Keywords: Equality and Inequality; Demographics; Outcome or Result; Health Care and Treatment; Framework; Health 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; Mergers and Acquisitions; Corporate Finance; Business Conglomerates; Retail Industry; Food and Beverage Industry; Japan; Canada

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

2025
Working Paper

Productivity Beliefs and Efficiency in Science

By: Fabio Bertolotti, Kyle R. Myers and Wei Yang Tham

We develop a method to estimate producers’ productivity beliefs in settings where output quantities and input prices are unobservable, and we use it to evaluate allocative efficiency in the market for science. Our model of researchers’ labor supply shows that their... View Details

Keywords: Performance Productivity; Perception; Research

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

June 2025
Case

Zerodha

By: Das Narayandas and Kairavi Dey

Zerodha Broking Pvt. Ltd. (Zerodha) was among India's largest online broking platforms. Nithin and Nikhil Kamath started Zerodha to empower retail investors and remove the hurdles to investing in stocks. The company pioneered tech-first discount broking, charging... View Details

Keywords: Financial Services Industry

June 2025 (Revised July 2025)
Case

Full-Funnel Advertising on TikTok

By: Jeremy Yang, Ayelet Israeli and Alexis Lefort

In 2025 TikTok is working to grow its brand and performance advertising business, along with a new integrated full-funnel solution. As an emerging media platform with unique ad formats and user behavior in a privacy-first environment, TikTok faces both significant... View Details

Keywords: Social Media; Growth and Development Strategy; Advertising; Brands and Branding; Digital Marketing; Measurement and Metrics

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

Khabar Lahariya

By: Ranjay Gulati and Kanika Jain

Founded and run entirely by women, Khabar Lahariya was a leading digital media portal, known for its uniquely feminist perspective and rural focus. It started in 2002 as a non-profit print publication, and by 2023, had evolved into a multimedia news site that was part... View Details

Keywords: South Asia; India; Purpose; Strategy; Business Model; Leadership; Digital; Business Ventures; Change; Decision Making; Growth and Development; Management; Media; Social Enterprise; Journalism and News Industry; Journalism and News Industry; Journalism and News Industry; Asia

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

June 2025
Case

TfL Pension Fund and the 2022 Gilt Market Crisis

By: Emil N. Siriwardane, Vincent Dessain, Emer Moloney and Carlota Moniz

On September 27, 2022, Padmesh Shukla, CIO of the Transport for London (TfL) Pension Fund, was keeping a careful eye on the turmoil in the U.K. sovereign bond (or gilt) market. When the new government announced the largest tax cuts the U.K. had seen in half a century,... View Details

June 2025
Article

Outcome and Process Frames: Strategic Renewal and Capability Reprioritization at the Federal Bureau of Investigation

By: Ryan Raffaelli, Tiona Zuzul, Ranjay Gulati and Jan Rivkin

[Research Summary]: Framing is critical for leaders who must build support for strategic renewal. While research has concentrated on renewal that replaces one set of capabilities with another, we explore a distinctive challenge: how leaders persuade stakeholders to... View Details

Keywords: Framing; Stakeholder Management; Capabilities; Transformation; Leading Change; Crisis Management; Resource Allocation; Government and Politics; Business and Stakeholder Relations; Public Administration Industry

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

June 2025
Article

Integral Outside: The Financial Curb Market, the Electric Telegraph, and the Politics of Pricing in Second Empire France

By: Charlotte Robertson

Financial markets in nineteenth-century France were far more complex than an analysis of the official Bourse or its state-authorized brokers would suggest. Most financial transactions occurred on an illegal yet tacitly tolerated curb market called the coulisse, which... View Details

Keywords: Financial Markets; History; Communication Technology; Knowledge Dissemination; France

2025
Working Paper

Pushing the Envelope: The Effects of Salary Negotiations

By: Zoë B. Cullen, Bobak Pakzad-Hurson and Ricardo Perez-Truglia

Salary negotiations are a widespread phenomenon that can shape key labor market outcomes, such as welfare and inequality. We provide novel empirical and theoretical insights into the causes and consequences of salary negotiations. We conducted two field experiments... View Details

Keywords: Compensation and Benefits; Negotiation; Policy; Gender; Equality and Inequality; Welfare

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