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Publications
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- 2024
- Working Paper
Patent Hunters
By: Lauren Cohen, Umit Gurun, Katie Moon and Paula Suh
Analyzing millions of patents granted by the USPTO between 1976 and 2020, we find a pattern where specific patents only rise to prominence after considerable time has passed. Amongst these late-blooming influential patents, we show that there are key players (patent... View Details
- November 2023
- Case
Team Liquid: Fueling the Business of Fandom
By: Youngme Moon and Kerry Herman
In 2023, the co-CEOs of Team Liquid, one of the world's most prominent Esports organizations, are deciding whether and how to evolve their business model to include (1) a greater focus on enterprise revenue; and (2) more direct-to-consumer activity. Team Liquid has one... View Details
- January 2023
- Teaching Note
Duolingo: Teaching Languages to the Masses
By: Youngme Moon
Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details
- July 2022 (Revised February 2023)
- Case
Duolingo: Teaching Languages to the Masses
By: Youngme Moon
In early 2022, the CEO of Duolingo—the world's most popular language learning app—is faced with a number of questions involving the company's monetization and growth strategy. View Details
- February 2022
- Case
Paul Polman
By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate... View Details
- January 2022
- Case
Bee-ing Better at Bombas
By: Elizabeth A. Keenan, Youngme Moon and John Masko
David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details
Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)
- June 2021
- Teaching Note
Bozoma Saint John: Leading with Authenticity and Urgency
Teaching Note for HBS Case No. 921-708. View Details
- June 2021 (Revised December 2021)
- Case
The Lunar Gateway, Moon vs. Mars, and the Political Governance of Space Activities
By: Matthew C. Weinzierl and Mehak Sarang
In 2017, the Trump Administration made a bold claim—that they would return the next man and the first woman to the lunar surface by 2024, this time to establish a sustainable presence to enable further exploration in the solar system. With the Artemis Program, NASA has... View Details
Keywords: Space; Space Economy; Aerospace; Nasa; Governance; Policy; International Relations; Infrastructure
- May 2021
- Teaching Note
Megan Ming Francis: Leadership and Racial Injustice
Teaching Note for Multimedia Case No. 921-701. View Details
- May 2021
- Teaching Note
Zeynep Ton: The Good Jobs Strategy
Teaching Note for HBS Case No. 921-703. View Details
- January 2018
- Supplement
In the Eye of a Geopolitical Storm: South Korea's Lotte Group, China and the U.S. THAAD Missile Defense System (B)
By: Andy Zelleke and Brian Tilley
This case explores Lotte Group’s challenge of how to respond to Chinese government pressure in 2017, following the Group’s February decision to transfer land to the South Korean government, on which Seoul intended to deploy the U.S.-built THAAD missile defense system.... View Details
- May 2017 (Revised October 2017)
- Supplement
Uber: Changing the Way the World Moves (B)
By: Youngme Moon
This (B) case was written as a follow-up to the original case, “Uber: Changing the Way the World Moves” (HBS No. 316-101). It describes a slew of controversial incidents besetting the company in early 2017. View Details
- April 2017 (Revised July 2017)
- Case
ISRO: Explore Space or Exploit CubeSats?
The Indian Space Research Organization (ISRO) achieved global acclaim by launching successful missions to the moon and Mars at a fraction of the cost of prior Western missions. It is now faced with an important strategic dilemma—whether to continue exploring deep space... View Details
- August 2016
- Case
S'well: The Mass Market Decision
By: Youngme Moon
This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details
- December 2015 (Revised June 2016)
- Teaching Note
Uber: Changing the Way the World Moves
By: Youngme Moon
- November 2015 (Revised January 2017)
- Case
Uber: Changing the Way the World Moves
By: Youngme Moon
In 2015, Uber is building what may be the largest point-to-point transportation network of its kind; it is literally changing the way the world moves. But unlike traditional transportation logistics companies like FedEx, Uber has an incredibly lightweight... View Details
- 2010
- Book
Different: Escaping the Competitive Herd
By: Youngme Moon
Every few years a book-through a combination of the author's unique voice, storytelling ability, spirit, and insight-simply breaks the mold. Youngme Moon's DIFFERENT is that kind of book, a book for "people who don't read business books...," a book that feels like an... View Details
- April 2009 (Revised April 2009)
- Teaching Note
(PRODUCT) RED (TN) (A) and (B)
By: Michael I. Norton and Youngme E. Moon
Teaching Note for [509013 and 509014]. View Details
- March 2009
- Case
The Hotel Bed Wars
By: Youngme E. Moon
This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel... View Details
- March 2009
- Supplement
(PRODUCT) RED Video (A) & (B)
By: Youngme E. Moon and Michael I. Norton
Keywords: Media