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- June 2025
- Case
TagHive: Edtech Pricing and Distributor Decisions
By: Isamar Troncoso, Frank V. Cespedes and Stacy Straaberg
Education technology (edtech) company TagHive, founded in 2017, used a direct sales team and third-party distributors to sell its Class Saathi hardware and software solution to 300 clients, mainly primary and secondary schools in India. The product aimed to improve... View Details
Keywords: Business Model; Marketing Channels; Marketing Strategy; Product Marketing; Social Marketing; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Education; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; Education Industry; Technology Industry; India; South Korea
- April 2025 (Revised May 2025)
- Case
Adobe: GenAI Opportunity or Threat?
By: Sunil Gupta, Rajiv Lal and Allison Ciechanover
In December 2022, Adobe CEO Shantanu Narayen faced a pivotal strategic decision due to the rapid rise of generative AI image models from OpenAI, Midjourney, and StabilityAI. Adobe, a leader in digital media and marketing software with a 40-year legacy of innovation and... View Details
- April 2025
- Case
Salesforce Agentforce: The Limitless Workforce
By: Suraj Srinivasan, Allison Ciechanover and George Gonzalez
In early 2025, Salesforce was a global leader in cloud-based enterprise software, best known for pioneering customer relationship management (CRM) delivered as a service. Over the past two decades, the company had expanded into marketing, customer service, analytics,... View Details
- February 2025
- Supplement
Intenseye: Powering Workplace Health and Safety with AI (B)
By: Michael W. Toffel, Shane Greenstein and Sadika El Hariri
Intenseye used its $25 million series A funds to refine and expand its digital safety platform while refining its target markets and ideal customer profile. As the company implemented new approaches to create value for its clients, such as developing an AI-powered... View Details
Keywords: Safety Performance; Occupational Safety; Innovation; Safety; Operations; Health; AI and Machine Learning; Analytics and Data Science; Digital Transformation; Supply Chain Management; Performance Improvement; Entrepreneurship; Product Development; Customer Relationship Management; Value Creation; Venture Capital; Growth and Development Strategy; Information Technology Industry; United States; Europe; Middle East; Turkey
- 2025
- Working Paper
Dynamic Personalization with Multiple Customer Signals: Multi-Response State Representation in Reinforcement Learning
Reinforcement learning (RL) offers potential for optimizing sequences of customer interactions by modeling the relationships
between customer states, company actions, and long-term value. However, its practical implementation often faces significant
challenges.... View Details
- January 2025
- Case
Hebbia: Redefining Productivity for Knowledge Workers Using AI
By: Suraj Srinivasan and Minoshka Narayan
In early 2025, George Sivulka, founder and CEO of Hebbia, reflected on the company’s rapid ascent as a pioneer in GenAI-powered productivity tools for knowledge workers. With its proprietary technology, Hebbia had redefined information retrieval and analysis and earned... View Details
Keywords: Transformation; Customer Relationship Management; AI and Machine Learning; Innovation and Management; Innovation Strategy; Service Delivery; Technological Innovation; Growth and Development Strategy; Competitive Strategy; Banking Industry; Financial Services Industry; Technology Industry; United States; New York (city, NY)
- November 2024 (Revised January 2025)
- Case
Precision Agriculture at AGCO
By: Rajiv Lal, Alicia Dadlani and Ai-Ling Jamila Malone
In 2024, AGCO, a leading agricultural equipment manufacturer, sought to improve its customers net farm income by 20% over five years by becoming a comprehensive one-stop precision agriculture solutions provider and strengthening its dual channel sales approach—retrofit... View Details
- September 2024 (Revised May 2025)
- Case
Carrie Wang: Choosing Between the Family Firm and the Family Spirit
By: Lauren Cohen, Fei Wu and Sophia Pan
Carrie Wang, Investment Head of the Wang’s single-family office, contemplated her next career steps. As one of the first businessmen who had risen from China’s industrial rise, her father had grown his wealth to a considerable level, eventually requesting that his... View Details
Keywords: Family Office; Interests Of Consumers; Family Business; Business Growth and Maturation; Financial Management; Financial Strategy; Financial Markets; Investment Portfolio; Investment Return; Private Equity; Customer Relationship Management; Interests; Reputation; Work-Life Balance; Real Estate Industry; China
- September 2024
- Exercise
Assessing the Value of Unifying and De-Duplicating Customer Data
By: Elie Ofek and Hema Yoganarasimhan
This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication... View Details
- July 2024
- Case
Knowledge-Enabled Financial Advice: Digital Transformation at Edward Jones
By: Lauren Cohen, Richard Ryffel, Grace Headinger and Sophia Pan
Edward Jones, a wealth management advisory firm that prided itself on its interpersonal connections and face-to-face interactions, was eager to augment their services with AI capabilities. Built on 1-to-1 close-knit relationships, the firm had more than 15,000 offices... View Details
Keywords: Fintech; Innovation And Strategy; Financial Advisors; Big Data; Artificial Intelligence; Digitization; Financial Institutions; Business Strategy; Competitive Advantage; Technology Adoption; Business Plan; Technological Innovation; Interpersonal Communication; Communication Intention and Meaning; Communication Strategy; Transformation; Employee Stock Ownership Plan; Disruptive Innovation; Innovation Strategy; Innovation and Management; Innovation Leadership; Knowledge Acquisition; Knowledge Use and Leverage; Customer Relationship Management; AI and Machine Learning; Digital Strategy; Financial Services Industry; St. Louis; Missouri; United States; Canada
- May 2024
- Background Note
Net Revenue Retention: Unpacking the Dynamics of Customer Monetization
By: Elie Ofek, Barak Libai and Eitan Muller
Firms and investors alike are beginning to recognize the importance of tracking how revenues from existing customers are evolving over time and to appreciate the value in understanding what might explain changes in these revenues. Consequently, in addition to looking... View Details
- May 2024
- Supplement
gWorks (A)
By: Richard S. Ruback and Royce Yudkoff
In January of 2019, Joe Heieck, CEO of gWorks, was deciding whether to proceed with his acquisition of Data Tech, that was a business roughly the same size as gWorks. gWorks, which provided geospatial software to small city and rural county governments, was acquired by... View Details
Keywords: Acquisition; Small Business; Cost vs Benefits; Decisions; Business Education; Corporate Entrepreneurship; Leadership Style; Leading Change; Business or Company Management; Problems and Challenges; Talent and Talent Management; Customer Relationship Management; Technology Adoption; Information Infrastructure; Digital Platforms; Growth Management; Applications and Software; Risk and Uncertainty; Technology Industry; United States
- May 2024
- Supplement
gWorks (B)
By: Richard S. Ruback and Royce Yudkoff
In January of 2019, Joe Heieck, CEO of gWorks, was deciding whether to proceed with his acquisition of Data Tech, that was a business roughly the same size as gWorks. gWorks, which provided geospatial software to small city and rural county governments, was acquired by... View Details
Keywords: Acquisition; Small Business; Cost vs Benefits; Decisions; Business Education; Corporate Entrepreneurship; Leadership Style; Leading Change; Business or Company Management; Problems and Challenges; Talent and Talent Management; Customer Relationship Management; Technology Adoption; Information Infrastructure; Digital Platforms; Growth Management; Applications and Software; Risk and Uncertainty; Technology Industry; United States
- May 2024
- Supplement
HubSpot and Motion AI (B): Generative AI Opportunities
By: Jill Avery
The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details
- April 2024
- Case
Managing AI Risks in Consumer Banking
By: Suraj Srinivasan, Satish Tadikonda, Paul Dongha, Manoj Saxena and Radhika Kak
In early 2024, Ruth Jones, head of digital banking at Signa Bank, a (fictitious) European consumer bank, was thinking about how to best incorporate GenAI capabilities to improve efficiencies and create new ways to improve the customer experience. Where were the biggest... View Details
- April 2024
- Article
Detecting Routines: Applications to Ridesharing CRM
By: Ryan Dew, Eva Ascarza, Oded Netzer and Nachum Sicherman
Routines shape many aspects of day-to-day consumption. While prior work has established the importance of habits in consumer behavior, little work has been done to understand the implications of routines—which we define as repeated behaviors with recurring, temporal... View Details
- March 2024
- Supplement
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Peter Fader, Bruce G.S. Hardie and Michael Ross
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details
- March 2024
- Supplement
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details
- March 2024
- Supplement
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Bruce Hardie, Peter S. Fader and Michael Ross
This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in understanding the customer base, prompting an... View Details
- March 2024
- Teaching Note
Madrigal: Conducting a Customer-Base Audit
By: Eva Ascarza, Peter S. Fader, Bruce Hardie and Michael Ross
Teaching Note for HBS Case No. 524-046. This case presents a scenario where Madrigal, a U.S. retailer with a rich 20-year history and a solid loyalty program, faces a turning point with the arrival of a new CEO. This leadership change reveals a critical gap in... View Details