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- February 2025
- Case
Managing Complexity at mymuesli
By: Thomas Graeber and Stacy Straaberg
In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details
- 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
Keywords: Business Growth and Maturation; Business Startups; Interpersonal Communication; Cost vs Benefits; Forecasting and Prediction; Business Cycles; Entrepreneurship; Fairness; Capital Markets; Private Equity; Investment Banking; Stock Options; Financial Markets; Initial Public Offering; Institutional Investing; Price Bubble; Digital Platforms; Digital Transformation; Internet and the Web; Leadership; Growth and Development Strategy; Managerial Roles; Agreements and Arrangements; Going Public; Ownership Stake; Performance Expectations; Work-Life Balance; Strategic Planning; Business and Stakeholder Relations; Rank and Position; Risk and Uncertainty; Opportunities; Happiness; Reputation; Status and Position; Well-being; Information Technology Industry; Retail Industry; Canada
- July 2022
- Case
boAt Lifestyle
By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details
- 2022
- Working Paper
Can a Website Bring Unemployment Down? Experimental Evidence from France
By: Aïcha Ben Dhia, Bruno Crépon, Esther Mbih, Louise Paul-Delvaux, Bertille Picard and Vincent Pons
We evaluate the impact of an online platform giving job seekers tips to improve their search and recommendations of new occupations and locations to target, based on their personal data and labor market data. Our experiment used an encouragement design and was... View Details
- February 2022
- Article
OMG! My Boss Just Friended Me: How Evaluations of Colleagues' Disclosure, Gender, and Rank Shape Personal/Professional Boundary Blurring Online
By: Nancy Rothbard, Lakshmi Ramarajan, Ariane Ollier-Malaterre and Serenity Lee
We propose and test a relational boundary-blurring framework, examining how employees’ evaluations of colleagues’ characteristics drive their decisions to connect with colleagues as friends online. We use a multi-method approach across four studies to investigate how... View Details
- August 2021
- Case
Orchadio's First Two Split Experiments
By: Iavor I. Bojinov, Marco Iansiti and David Lane
Orchadio, a direct-to-consumer grocery business, needs to conduct its first two A/B tests—one to evaluate the effectiveness and functioning of its newly redesigned website, and one to market-test four versions of a new banner for the website. To do so, it will rely on... View Details
Keywords: Information Management; Technological Innovation; Knowledge Use and Leverage; Resource Allocation; Marketing; Measurement and Metrics; Customization and Personalization; Information Technology; Internet and the Web; Digital Platforms; Information Technology Industry; Food and Beverage Industry
- 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
- 2023
- Working Paper
Virtual Water Coolers: A Field Experiment on the Role of Virtual Interactions on Organizational Newcomer Performance
By: Prithwiraj Choudhury, Jacqueline N. Lane and Iavor Bojinov
Designing management practices to better onboard organizational newcomers working remotely is a key priority for firms. We report results from a randomized field experiment conducted at a large global firm that estimates the performance effects of different types of... View Details
- May 2021 (Revised February 2024)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
- March 2021 (Revised August 2021)
- Case
Nayana Mawilmada: Transforming Urban Development in Sri Lanka
By: Joshua D. Margolis and Mahima Rao-Kachroo
In February 2018, Nayana Mawilmada (Nayana), investment head for the Sri Lankan government’s ambitious $40 billion Megapolis project, must weigh an attractive job offer to move from the public sector to the private sector. A massive government project aimed at... View Details
Keywords: Change Management; Transformation; Decision Making; Public Sector; Experience and Expertise; Strategic Planning; Work-Life Balance; Transportation; Risk and Uncertainty; Power and Influence; Personal Development and Career; Real Estate Industry; Rail Industry; Transportation Industry; South Asia; Sri Lanka; Boston; Virginia; United States
- March 2021
- Article
The Impact of the General Data Protection Regulation on Internet Interconnection
By: Ran Zhuo, Bradley Huffaker, KC Claffy and Shane Greenstein
The Internet comprises thousands of independently operated networks, where bilaterally negotiated interconnection agreements determine the flow of data between networks. The European Union’s General Data Protection Regulation (GDPR) imposes strict restrictions on... View Details
- February 2021 (Revised March 2022)
- Case
Marvin: A Personalized Telehealth Approach to Mental Health
By: Regina E. Herzlinger, Eshani Sharma, Andrew Nguyen, Thomas Arsenault, Carin-Isabel Knoop and Julia Kelley
More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult... View Details
- January 2021 (Revised March 2021)
- Case
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Jill Avery, Ayelet Israeli and Emma von Maur
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
- March 2020 (Revised May 2020)
- Case
Redefining Mogul
By: Ethan C. Rouen
Tiffany Pham taught herself to code and created a technology platform, Mogul, with the goal of providing girls and women around the world with information and opportunities. After several years Mogul had reached more than 146 million women around the world and had... View Details
Keywords: Women; Inclusion; Technology; Branding; Social Impact; Entrepreneurship; Internet and the Web; Information; Knowledge Dissemination; Gender; Diversity; Brands and Branding; Expansion; Strategy; Media; Personal Development and Career; Technology Industry; Media and Broadcasting Industry; United States
- January 2020
- Case
Ninja: Which Platform Wins Esports' Biggest Star?
By: Anita Elberse and Michal T. Leszczynski
It is July 2019, and the business of esports and gaming is booming. Tyler Blevins—better known as Ninja—has risen to stardom playing the immensely popular shooter game Fortnite. He has become the most followed streamer in the world and, helped by his management company... View Details
- 2019
- Working Paper
The Impact of the General Data Protection Regulation on Internet Interconnection
By: Ran Zhuo, Bradley Huffaker, KC Claffy and Shane Greenstein
The Internet comprises thousands of independently operated networks, where bilaterally negotiated interconnection agreements determine the flow of data between networks. The European Union’s General Data Protection Regulation (GDPR) imposes strict restrictions on... View Details
- Fall 2018
- Article
The Value of Fit Information in Online Retail: Evidence from a Randomized Field Experiment
By: Santiago Gallino and Antonio Moreno
Online channels generate frictions when selling products with nondigital attributes, such as apparel. Customers may be reluctant to purchase products they have not been able to try on, and those customers who do purchase may return products when they do not fit as... View Details
- September 2018 (Revised October 2018)
- Supplement
Lexoo: Building a Long-Lasting Platform
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
- August 2018 (Revised February 2022)
- Case
Lexoo: Building a Long-Lasting Platform
By: Chiara Farronato and Elena Corsi
Daniel van Binsbergen, Lexoo’s CEO, and web developer Chris O’Sullivan, CTO, had set up Lexoo, a UK legal marketplace, to help small and medium enterprises (SME) find legal advice at low prices. Lexoo had recently invested in a new vertical focused on larger companies.... View Details
- June 2018
- Case
The Grommet in 2018
By: Lynda M. Applegate, Karen Gordon Mills and Lena Goldberg
The Grommet, an online product launch platform, was at the brink of scaling its business. The Grommet's daily launch and sale of innovative consumer products, using personal videos created by product makers, had led to its initial success. In 2014, the company launched... View Details