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- August 1, 2025
- Article
When to Innovate and When to Imitate
By: Felipe A. Csaszar, Rebecca Karp and Maria Roche
Innovation is often the gold standard for firms looking to grow profits and become leaders in their industries. But given the steep cost of failure, is a relentless pursuit of innovation always advisable? Or might there be some instances when imitation may be a better... View Details
- July 2025 (Revised July 2025)
- Case
Microsoft’s Performance Across Three CEOs
By: George Serafeim
This case traces Microsoft’s evolution from its founding through 2025. Students analyze how changes in operating segments both reflected and shaped Microsoft’s strategy, culture, and financial communication. The case provides rich quantitative exhibits (segment... View Details
Keywords: Financial Accounting; Financial Statement Analysis; Disclosure; Disclosure Strategy; Disclosure Tone; Organizational Transformations; Transformation; AI; Digital; Organizational Change; Accounting; Financial Statements; Strategy; Organizational Structure; Organizational Change and Adaptation; Technology Industry; Information Technology Industry; United States
- July 2025
- Supplement
Meghna Modi at Revlon India: Leading with a Bold Purpose (B)
By: Aiyesha Dey and Sarah Sasso
This follow-up case is about Meghna Modi, the CEO of struggling cosmetics company Revlon India, and the actions she takes as she tries to both turn the company around and integrate her personal purpose into her work. Influenced by her own life struggles, Modi feels... 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
- 2025
- Working Paper
Rethinking Volume
By: Philippe van der Beck, Lorenzo Bretscher and Zhiyu Julie Fu
Gross trading volumes in financial markets are large and far exceed return volatility. In contrast, “net volume”—trading from persistent portfolio reallocations—is substantially lower, as it excludes transitory round-trip trades. This observation reveals a fundamental... View Details
- 2025
- Working Paper
The Extent and Drivers of Internal Agglomeration of U.S. Multi-Unit Firms
By: Juan Alcácer and Jasmina Chauvin
This paper examines the extent and determinants of internal agglomeration—the spatial clustering of establishments within firms. It introduces a novel methodology that benchmarks a firm’s spatial footprint against that of comparable stand-alone firms, yielding a... View Details
- 2025
- Working Paper
Public Displays of Alignment: Firm Speech in Autocratic Regimes
By: Joris Mueller, Jaya Y. Wen and Cheryl Wu
Political speech by firms is increasingly common around the world. This paper
examines the government as an important, yet understudied, audience for
such speech, focusing on how Chinese firms rhetorically align with the state.
We introduce novel, general, and... View Details
- June 2025
- Supplement
Transforming a Titan (B)
By: George Serafeim and Lena Duchene
After a global search the board appoints Marcel Cobuz—ex-LafargeHolcim executive with deep innovation experience—as TITAN’s first non-family CEO. Cobuz co-creates a four-pillar roadmap: sharpen the core cement portfolio, accelerate low-carbon products and aggregates,... View Details
- 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
- 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
- June 2025
- Case
Larry Culp at General Electric: Rebuilding an American Icon
By: Nitin Nohria, Kayti Stanley, Ashka Stephen and Drew Goydan
As he takes over as CEO of the iconic industrial giant General Electric, Larry Culp faces a range of urgent issues as the company is delisted from the DJIA and is seen by many as heading towards bankruptcy. Culp steers GE through a series of carefully thought-out moves... View Details
Keywords: Leadership; Restructuring; Financial Management; Organizational Change and Adaptation; Organizational Culture; Performance Improvement; Business and Shareholder Relations; Perception; Corporate Strategy; Value; Health Industry; Aerospace Industry; Industrial Products Industry; Financial Services Industry; North America; Europe
- June 4, 2025
- Editorial
Employee Stress Is a Business Risk—Not an HR Problem
By: Marion Chomse, Lydia Roos, Reeva Misra and Ashley Whillans
Workplace stress, on the rise for decades, has been treated by many organizations as a personal issue instead of a business-critical risk that merits executive oversight. This is likely due in part to the fact that companies have not effectively quantified and tracked... View Details
- Summer 2025
- Article
Time Well Spent: A New Way to Value Time Could Change Your Life
By: Leslie Perlow and Salvatore J Affinito
When individuals engage in fulfilling activities outside of work, they perform better on the job, but simply encouraging work-life balance doesn’t help with hour-by-hour time management. A new tool for measuring the subjective value of time for individuals as it varies... View Details
- May 2025
- Case
stc Group: DARE to Transform
By: Sunil Gupta and Sadika El Hariri
Established as a government-owned entity in 1998, stc Group was the sole telecommunications operator in the Kingdom of Saudi Arabia (KSA). Soon after it was privatized in 2003, regional players started entering the Saudi market. To deal with the competition and to... View Details
- May 2025
- Case
Dell Med: Transforming Care Delivery & Payment
By: Robert S. Kaplan, David N. Bernstein and Mary L. Witkowski
Health care in the U.S. and globally continues to undergo massive transformation, surging towards a system that rewards value for patients. However, widespread adoption of value-based health care remains a challenge. This case study focuses on the care delivery... 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; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; China; Europe; Germany; Japan; Switzerland; United States
- April 2025
- Case
Campbell's Recipe for Advancing School Nutrition
By: Hise O. Gibson, F. Christopher Eaglin and Ai-Ling Jamila Malone
In 2021, The Campbell’s Company launched Full Futures, a collective impact initiative aimed at advancing school nutrition environments in underserved communities. The program started in Camden, NJ—home to Campbell’s headquarters—and later expanded to Charlotte, NC, and... View Details