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September 2024
Case

Nvidia, Inc. in 2024 and the Future of AI

By: David B. Yoffie and Sarah von Bargen

Nvidia was one of the most successful companies in the world, reaching $3.4 trillion in valuation on June 18th, 2024. While Microsoft and Apple quickly recaptured the value crown, some analysts forecasted that Nvidia was so strongly positioned that it might become the... View Details

Keywords: Customer Value and Value Chain; Price; Technological Innovation; Competition; Vertical Integration; Valuation; Technology Industry

July 2024
Case

Jacqueline Cook at Vendasta: Debating an IPO

By: Reza Satchu, Tom Quinn and Andrew Kosc

In May 2021, after a surge in demand for digital services that prompted high valuations for startups across the Canadian tech sector, Saskatchewan-based Vendasta entered the final stages of the initial public offering (IPO) process. COO Jacqueline Cook had invested her... View Details

June 2024
Article

Valuing the Societal Impact of Medicines and Other Health Technologies: A User Guide to Current Best Practices

By: Jason Shafrin, Jaehong Kim, Joshua T. Cohen, Louis P. Garrison, Dana A. Goldman, Jalpa A. Doshi, Joshua Krieger, Darius N. Lakdawalla, Peter J. Neumann, Charles E. Phelps, Melanie D. Whittington and Richard Willke

This study argues that value assessment conducted from a societal perspective should rely on the Generalized Cost-Effectiveness Analysis (GCEA) framework proposed herein. Recently developed value assessment inventories—such as the Second Panel on Cost-Effectiveness’s... View Details

Keywords: Health Care and Treatment; Valuation; Cost vs Benefits; Society

March 2024
Teaching Note

CoPilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle and Maria P. Roche

This teaching note is the companion to case N9-624-010 CoPilot(s): Generative AI at Microsoft and GitHub, which takes place in late 2021. The case briefly describes the history of both GitHub and Microsoft with a particular focus on open source software (OSS)—software... View Details

Keywords: Mergers and Acquisitions; AI and Machine Learning; Applications and Software; Technological Innovation; Product Launch; Open Source Distribution; Product Development; Commercialization; Competition; Resource Allocation; Technology Industry

January 2024 (Revised June 2024)
Case

School of Rock: Tuning into Structured Empowerment (A)

By: Tatiana Sandino, Jeffrey Rayport, Samuel Grad and Stacy Straaberg

In summer 2021, School of Rock was a youth-oriented music education company with 291 franchise- and company-owned schools globally. Before CEO Rob Price’s hire in 2017, School of Rock’s nonconformist rock ‘n’ roll culture led to variability in teaching styles,... View Details

November 2023 (Revised April 2024)
Case

BiomX: Bringing Phage Back to the Stage

By: Paul A. Gompers, Elie Ofek, Orna Dan and Emilie Billaud

In the spring of 2023, and following the favorable results of a trial involving its phage cocktail for treating lung infections among cystic fibrosis (CF) patients, the leadership of BiomX had several critical issues to wrestle with. First, given its precarious... View Details

Keywords: Working Capital; Financing and Loans; Health Testing and Trials; Product Development; Research and Development; Science-Based Business; Commercialization; Biotechnology Industry; Pharmaceutical Industry

September 2023 (Revised March 2024)
Case

ReMo Energy: Sizing Up Investors

By: Jeffrey J. Bussgang and Tom Quinn

In 2023, executives with ReMo Energy (founded 2020) were deciding which size ammonia plant to build as their first project. Their innovative model produced ammonia—useful for making fertilizer and for energy storage—from renewable energy, and they had received funding... View Details

2023
Working Paper

Beyond the Hype: Unveiling the Marginal Benefits of 3D Virtual Tours in Real Estate

By: Mengxia Zhang and Isamar Troncoso

3D virtual tours (VTs) have become a popular digital tool in real estate platforms, enabling potential buyers to virtually walk through the houses they search for online. In this paper, we study home sellers’ adoption of VTs and the VTs’ relative benefits compared to... View Details

Keywords: Marketing; AI and Machine Learning; Technology Adoption; Real Estate Industry

January 2023
Case

Gerald Weiss (2023)

By: Brian J. Hall, Carleen Madigan, Andrew Wasynczuk and Caroline Witten

Gerald Weiss left Wall Street for the promise of a CFO position at a well-established corporation. He was given a 10-year options package with a guaranteed floor of $12 million and unlimited upside. To ensure the entire package would be worth at least $12 million after... View Details

Keywords: Management Teams; Resignation and Termination; Executive Compensation; Organizational Culture; Agreements and Arrangements; Stock Options; Conflict and Resolution; New York (city, NY)

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

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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

August 2022 (Revised June 2024)
Exercise

How Should Netflix Add an Ad-Supported Tier?

By: Elie Ofek and Olivier Toubia

In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture... View Details

Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry

October 2021 (Revised September 2022)
Case

GoPro: Becoming a Subscription Hero

By: Elie Ofek, Marco Bertini and Nicole Tempest Keller

In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative... View Details

Keywords: Subscription Model; Pricing; Lifestyle Brands; Value Proposition; Business Model; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; California

2025
Working Paper

How Do Households Suppress the Price of Tail Risk?

By: Laurent Calvet, Claire Célérier, Gordon Liao and Boris Vallée

This paper investigates the effects of the issuance of retail products with non-linear payoffs on option prices. For a given underlying asset, when the outstanding volume of products embedding a short-put position increases, implied volatility at the corresponding... View Details

Keywords: Security Design; Dividend; Options; Structured Products; Market Segmentation; Financial Instruments; Design; Volatility; Markets; Segmentation

April 2021
Case

Transforming BlackBerry: From Smartphones to Software

By: Ranjay Gulati and Nicole Tempest Keller

On the verge of failure, BlackBerry brought in John Chen as CEO in 2013 to orchestrate a bold turnaround of the company. Once an iconic leader in the smartphone market, BlackBerry was best known for its tactile QWERTY keyboard, strong security, and a focus on business... View Details

Keywords: Pivot; Managing Change; Turnaround; Smartphone; Change Management; Leading Change; Transformation; Organizational Change and Adaptation; Digital Platforms; Change; Information Infrastructure; Applications and Software; Competitive Strategy; Cybersecurity; Technology Industry; Transportation Industry; Canada

February 2021
Case

Threadless: The Renewal of an Online Community

By: Shane Greenstein, Karim Lakhani and Christian Godwin

Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its... View Details

December 2020
Case

Château Margaux: Serving Up the Third Wine

In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind... View Details

Keywords: Brand Management; Pricing; Wine Industry; Marketing Strategy; Product Marketing; Performance Evaluation; Price; Distribution Channels; Growth and Development Strategy; France

November 2020 (Revised September 2021)
Case

HP Instant Ink: (Self) Disrupting the Consumer Printing Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez

Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of... View Details

Keywords: Printing; Ink; Subscription Model; Customers; Information Infrastructure; Service Delivery; Business Model; Disruption; Growth and Development Strategy

September 2, 2020
Article

How to Pay for Public Option Without Tax Hike

By: Regina E. Herzlinger and Richard Boxer

A bipartisan combination of the two parties’ most popular initiatives can expand health care coverage, significantly reduce costs, and enable freedom of choice, without raising taxes. Along the way, we can revitalize competition between public and private plans. Our... View Details

Keywords: Health Insurance; Public Option; Health Care and Treatment; Insurance; Cost Management; United States

August 2020
Article

Financial Market Risk Perceptions and the Macroeconomy

By: Carolin E. Pflueger, Emil Siriwardane and Adi Sunderam

We propose a novel measure of risk perceptions: the price of volatile stocks (PVS), defined as the book-to-market ratio of low-volatility stocks minus the book-to-market ratio of high-volatility stocks. PVS is high when perceived risk directly measured from surveys and... View Details

Keywords: Risk-centric Business Cycles; Cross-section Of Equities; Real Risk-free Rate; Real Investment; Financial Markets; Risk and Uncertainty; Perception; Investment

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