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February 2024 (Revised July 2024)
Case

Taffi: Entrepreneurship in Saudi Arabia

By: Paul A. Gompers and Fares Khrais

Taffi was a tech-enabled fashion styling startup founded by Shahad Geoffrey in Saudi Arabia in 2020. Within three years of operating, Geoffrey had pivoted the business multiple times. In 2023, Geoffrey was attempting the business’s most ambitious pivot yet, shifting... View Details

Keywords: Business Startups; Disruption; Entrepreneurship; Venture Capital; Investment; Growth and Development Strategy; Business Strategy; AI and Machine Learning; Fashion Industry; Technology Industry; Saudi Arabia; Arabian Peninsula

April 2023
Article

Perceptions Related to Engaging in Non-driving Activities in an Automated Vehicle While Commuting: A Text Mining Approach

By: Yilun Xing, Linda Ng Boyle, Raffaella Sadun, John D. Lee, Orit Shaer and Andrew Kun

Automated vehicles (AVs) offer human operators the opportunity to participate in non-driving activities while on the move. In this study, we examined and compared drivers' perception of non-driving activities in two driving modes: highly AVs in the future and current... View Details

Keywords: Perception; Behavior; Surveys; Auto Industry

2025
Working Paper

Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces

By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno

Most online sales worldwide take place in marketplaces that connect sellers and buyers. The presence of numerous third-party sellers leads to a proliferation of listings for each product, making it difficult for customers to choose between the available options. Online... View Details

Keywords: Algorithms; E-commerce; Sales; Digital Marketing; Internet and the Web; Customer Satisfaction

July 2022
Teaching Note

Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli, Fares Khrais and Menna Hassan

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

March 2022
Teaching Note

Farfetch: Digital Transformation for Luxury Brands

By: Jill Avery and Sunil Gupta

Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had... View Details

Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Digital Marketing; Retail Industry; Fashion Industry; London; United Kingdom; Portugal

February 2022
Case

NFX Capital and Moov Technologies

By: Scott Duke Kominers and Nicole Tempest Keller

In July 2019, James Currier, a general partner at San Francisco-based NFX Ventures, was considering a seed stage investment of $1.5 million in Moov Technologies, a B2B marketplace for used industrial equipment. NFX was a venture capital firm focused on seed-stage... View Details

Keywords: Venture Capital; Network Effects; Marketplace Matching; Digital Platforms; Market Design; Applications and Software; Semiconductor Industry; Financial Services Industry; San Francisco

November 2021 (Revised December 2022)
Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli

Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details

August 2021 (Revised February 2022)
Case

Lexoo: Building a Long-Lasting Platform (Abridged)

By: Chiara Farronato and Elena Corsi

Lexoo, a UK-based online marketplace for legal services, was facing the strategic choice of how to grow from early start-up to mature platform. Daniel van Binsbergen, Lexoo's CEO, and web developer Chris O'Sullivan, CTO, had set up Lexoo to help Small and Medium-Sized... View Details

Keywords: Legal Services; Marketplaces; Pivot; Growth and Development Strategy; Digital Platforms; Small Business; Service Operations; Decision Making; Legal Services Industry

July 2021 (Revised September 2024)
Case

Supreme: Remaining Cool While Pursuing Growth

By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind

Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results... View Details

Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America

July 2021
Article

Outsourcing Tasks Online: Matching Supply and Demand on Peer-to-Peer Internet Platforms

By: Zoë Cullen and Chiara Farronato

We study the growth of online peer-to-peer markets. Using data from TaskRabbit, an expanding marketplace for domestic tasks at the time of our study, we show that growth varies considerably across cities. To disentangle the potential drivers of growth, we look... View Details

Keywords: Two-sided Market; Two-sided Platforms; Peer-to-peer Markets; Platform Strategy; Sharing Economy; Platform Growth; Internet and the Web; Digital Platforms; Strategy; Market Design; Network Effects

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May 24, 2021
Article

What Makes an Online Marketplace Disruptive?

By: Clifford Maxwell and Scott Duke Kominers

Platforms like Airbnb, eBay, and Angie’s List have changed how markets work. But while many are innovative and make life easier for consumers, which are truly disruptive? Hewing to Clay Christensen’s theory of disruption, platforms—which operate as online... View Details

Keywords: Digital Platforms; Disruption; Framework

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April 2021 (Revised July 2021)
Case

StockX: The Stock Market of Things (Abridged)

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

February 2021
Case

Drizly: Managing Supply and Demand through Disruption

By: Kris Ferreira

It was April 6th, 2020, and the management team at Drizly—an online alcohol marketplace where consumers could browse and purchase alcohol from local liquor retail stores via Drizly’s app for immediate home delivery—were thrilled to see record-breaking sales from the... View Details

Keywords: COVID-19 Pandemic; Demand and Consumers; Growth and Development; Customer Focus and Relationships; Customer Value and Value Chain; Customer Satisfaction; Goals and Objectives; Supply Chain Management

February 2021
Article

Trust and Disintermediation: Evidence from an Online Freelance Marketplace

By: Grace Gu and Feng Zhu

As an intermediary improves trust between the two sides of its market to facilitate matching and transactions, it faces an increased risk of disintermediation: with sufficient trust, the two sides may circumvent the intermediary to avoid the intermediary’s fees. In... View Details

Keywords: Disintermediation; Intermediaries; Online Marketplace; Platform Strategy; Trust; Marketplace Matching; Digital Platforms

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January 2021 (Revised March 2022)
Teaching Note

Ureed.com: The Marketplace for Language

By: Ashley V. Whillans

This case explores the growth of Ureed, an online marketplace for translation services that is powered by a workforce consisting of remote freelancers who are based in the United Arab Emirates. Nour Al Hassan, the founder and CEO faced the challenge of how best to... View Details

Keywords: Language Translation; Freelancers; Remote Work; Entrepreneurship; Human Resources; Management; Motivation and Incentives; Job Design and Levels

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

June 2020
Article

In Generous Offers I Trust: The Effect of First-offer Value on Economically Vulnerable Behaviors

By: M. Jeong, J. Minson and F. Gino

Negotiation scholarship espouses the importance of opening a bargaining situation with an aggressive offer, given the power of first offers to shape concessionary behavior and outcomes. In our research, we identify a surprising consequence to this common prescription.... View Details

Keywords: Attribution; Interpersonal Interaction; Judgment; Social Interaction; Inference; Open Data; Open Materials; Preregistered; Negotiation Offer; Strategy; Behavior; Interpersonal Communication; Trust; Outcome or Result

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March 2020
Supplement

Poppy (B)

By: Thomas R. Eisenmann, Scott Duke Kominers, Jeff Huizinga and Allison Ciechanover

Avni Patel Thompson, founder and CEO of Poppy, an online marketplace for on-demand childcare, revisits the venture's final months, and discusses the steps she took in the wake of the shutdown. This case explores experiments the company conducted to refine its original... View Details

Keywords: Entrepreneurship; Marketplace Matching; Business Model; Business Exit or Shutdown; Personal Development and Career; United States

March 2020 (Revised April 2020)
Case

CarTrade

By: Rajiv Lal and Shreya Ramachandran

Vinay Sanghi, the founder and CEO of CarTrade, had been trying different business strategies to keep the company, which he founded in 2010 as an online marketplace for used and new cars, profitable and on track for growth. In a crowded and disorganized dealer... View Details

Keywords: Online Marketplace; Automobiles; Customer Base; Internet and the Web; Growth and Development Strategy; Business Model; Financing and Loans; E-commerce; Digital Platforms; Digital Marketing; Auto Industry; Retail Industry; India; Mumbai

February 2020 (Revised April 2021)
Case

StockX: The Stock Market of Things

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

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