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- August 2025
- Background Note
A Managerial Perspective on Clinical Trials
By: Arthur A. Daemmrich, Satish Tadikonda and William Marks
This note describes the history and regulation of clinical trials, managerial challenges related to pharmaceutical product testing, and current debates regarding prescription drug safety. Since clinical testing takes between five and seven years, and consumes up to 70... View Details
- 2025
- Working Paper
New Economic Forces Behind the Value Distribution of Innovation
By: Timothy F. Bresnahan, Shane Greenstein and Pai-Ling Yin
Advances in a general-purpose technology (GPT) enable many firms to invent complementary inventions, or co-inventions, making the GPT more valuable. This study examines the empirical implications of a straightforward model in which firms choose either incremental or... View Details
- 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
- 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
- July 2025
- Case
Osteoboost: Go-To-Market Strategy in a Healthcare Startup
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
- July 2025
- Case
ICARE: Frontline Leadership at Michelin
By: Hubert Joly and Emilie Billaud
In 2025, Michelin CEO Florent Menegaux reflected on the company’s transformation since taking the helm in 2019. Amid a volatile global landscape marked by inflation, rising competition, and geopolitical and sustainability pressures, Michelin had achieved strong... View Details
Keywords: Human Capital; Transformation; Management Practices and Processes; Managerial Roles; Organizational Culture; Leadership; Competency and Skills; Global Strategy; Multinational Firms and Management; Human Resources; Compensation and Benefits; Recruitment; Retention; Employee Relationship Management; Working Conditions; Leading Change; Growth and Development Strategy; Groups and Teams; Motivation and Incentives; Well-being; Auto Industry; Manufacturing Industry; Europe; China; United States
- 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
- 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
- June 2025
- Case
Transforming a Titan (A)
By: George Serafeim and Lena Duchene
Dimitri Papalexopoulos, fourth-generation CEO of TITAN Cement, must decide whether to keep leading the 120-year-old, family-controlled firm or hand the reins to new management. Over 26 years he has turned TITAN from a domestic player into an internationally diversified... View Details
Keywords: Digitalization; Digital; Family Firms; Succession Planning; CEO Succession; CEO Role; Decarbonization; Resilience; Innovation; Organizational Transformations; AI and Machine Learning; Digital Strategy; Digital Transformation; Family Business; Family Ownership; Climate Change; Transformation; Crisis Management; Leadership; Management Succession; Growth Management; Industrial Products Industry; Industrial Products Industry; Greece; Europe; United States
- 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
- 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
- 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; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; China; Europe; Germany; Japan; Switzerland; United States
- May 2025 (Revised June 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
- 2025
- Working Paper
Bank Financing of Global Supply Chains
By: Laura Alfaro, Mariya Brussevich, Camelia Minoiu and Andrea Presbitero
Finding new international suppliers is costly, so most importers source inputs from a single country. We examine the role of banks in mitigating trade search costs during the 2018–2019 U.S.-China trade tensions. We match data on shipments to U.S. ports with the U.S.... View Details
- May 2025
- Case
Windsurf and the AI Code Assistant Market
By: Suraj Srinivasan, Sudhanshu Nath Mishra and Radhika Kak
In April 2025, the founding team of Windsurf, an AI start-up specializing in code generation gathered in Mountain View, California, to assess its remarkable year of growth. The company had scaled from a niche GitHub Copilot alternative to a breakout player with over... View Details
- April 2025 (Revised April 2025)
- Case
Techint: Strategic Choices for Community Impact
By: Lauren Cohen, Virak Prum, Kenneth Charman, Pedro Levindo and Mariana Cal
In early 2024 Erika Bienek, Chief Community Relations Officer at Techint, had to decide whether to invest in a new company-owned and operated technical school in Veracruz, Mexico, or invest instead in strengthening the city’s public education system. Techint, a global... View Details
Keywords: Technical Institutes; Community Relations; Social Impact; Argentina; Mexico; Brazil; Conglomerate; Stakeholder Management; Government And Business; Community Impact; Philanthropy; Business Conglomerates; Business Subsidiaries; Business Headquarters; Family Business; Decision Making; Private Sector; Public Sector; Education; Curriculum and Courses; Middle School Education; Secondary Education; Teaching; Training; Learning; Energy; Engineering; Construction; Values and Beliefs; Geography; Global Range; Local Range; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Government Legislation; Recruitment; Innovation and Invention; Disruptive Innovation; Knowledge; Resource Allocation; Industry Clusters; Infrastructure; Family Ownership; Philanthropy and Charitable Giving; Business and Community Relations; Business and Stakeholder Relations; Business and Government Relations; Creativity; Reputation; Social and Collaborative Networks; Civil Society or Community; Social Issues; Poverty; Strategy; Industrial Products Industry; Industrial Products Industry; Industrial Products Industry; Industrial Products Industry; Industrial Products Industry; Industrial Products Industry; Europe; Italy; Latin America; North and Central America; Mexico; North America; United States; South America; Argentina; Buenos Aires; Brazil
- April 2025
- Case
Breezm: Innovative 3D-Printed Eyewear (A)
By: Juan Alcácer, Brian Mao Fu and Adina Wong
In 2023, Breezm, a South Korean startup, faced a strategic decision about how to grow its innovative 3D-printed, custom-fit eyewear business. Co-founded in 2017 by Zenma Park and Wooseok Sung, Breezm combined facial scanning, AI, and in-house production to solve the... View Details
- March 2025 (Revised June 2025)
- Case
Designing the Future of Work: Atlassian's Distributed Work Practices
By: Ashley Whillans and Gabriel Rondón Ichikawa
In early 2020, the software company Atlassian made a bold commitment: employees could work from anywhere—forever. While many tech peers reversed course on remote work, Atlassian worked to optimize their fully distributed model across 13 countries. This case follows... View Details
- 2025
- Working Paper
Private Equity and Workers: Modeling and Measuring Monopsony, Implicit Contracts, and Efficient Reallocation
By: Kyle Herkenhoff, Josh Lerner, Gordon M. Phillips, Francisca Rebelo and Benjamin Sampson
We measure the real effects of private equity buyouts on worker outcomes by building a new
database that links transactions to matched employer-employee data in the United States. To
guide our empirical analysis, we derive testable implications from three theories in... View Details
- 2025
- Working Paper
The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise
By: Fabrizio Dell'Acqua, Charles Ayoubi, Hila Lifshitz, Raffaella Sadun, Ethan Mollick, Lilach Mollick, Yi Han, Jeff Goldman, Hari Nair, Stew Taub and Karim R. Lakhani
We examine how artificial intelligence transforms the core pillars of collaboration—
performance, expertise sharing, and social engagement—through a pre-registered field
experiment with 776 professionals at Procter & Gamble, a global consumer packaged goods
company.... View Details