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- November–December 2022
- Article
Your Company Needs a Space Strategy. Now.
By: Matthew Weinzierl, Prithwiraj (Raj) Choudhury, Tarun Khanna, Alan MacCormack and Brendan Rosseau
Space is becoming a potential source of value for businesses across a range of sectors, including agriculture, pharmaceuticals, consumer goods, and tourism. To understand what the opportunities are for your company, the authors advise you to consider the four ways in...
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- November 2022
- Case
Replika AI: Monetizing a Chatbot
By: Julian De Freitas and Nicole Tempest Keller
In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in...
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- 2022
- Working Paper
When Less Is More: Using Short-term Signals to Overcome Systematic Bias in Long-run Targeting
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response. Doing so requires firms to identify differences in customer sensitivity, which they often obtain using uplift modeling (i.e., heterogeneous treatment effect...
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- October 2022
- Case
mPharma: Scaling Access to Affordable Primary Care in Africa
By: Regina E. Herzlinger and Ben Creo
mPharma CEO Greg Rockson is attempting to create the largest pan-African primary healthcare company. He must evaluate a three-year strategy potentially involving three key components: a rapid and extensive expansion of the company's network of 600 retail pharmacies in...
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Keywords:
Africa;
Pharmaceutical Companies;
Pharmacy Benefit Manager;
Health Care;
Health Care And Treatment;
Health Care Costs;
Health Care Delivery;
Health Care Entrepreneurship;
Telehealth;
Health Equity;
Corporate Strategy;
Social Entrepreneurship;
Equity;
Growth and Development Strategy;
Expansion;
Product Launch;
Customer Value and Value Chain;
Social Enterprise;
Pharmaceutical Industry;
Health Industry;
Africa
- August 2022
- Case
Air Wars: Deregulating the U.S. Airline Industry
By: Tom Nicholas and James Weber
In the early decades of the twentieth century, the U.S. government assisted in the development of an airline industry by subsidizing the delivery of mail and allowing mail carriers to also fly passengers. Because the government awarded mail routes to the lowest...
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Keywords:
Government Regulation;
Deregulation;
Change Management;
Economics;
Entrepreneurship;
Financial Management;
Business History;
Human Resources;
Compensation and Benefits;
Labor;
Labor Unions;
Leading Change;
Leadership Style;
Crisis Management;
Industry Structures;
Operations;
Strategy;
Adaptation;
Competition;
Air Transportation;
Air Transportation Industry;
United States
- July 2022 (Revised August 2022)
- Case
Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category
By: Ayelet Israeli and Anne V. Wilson
Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic...
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- 2022
- Working Paper
Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments
By: Fanglin Chen, Xiao Liu, Davide Proserpio and Isamar Troncoso
We propose a method, Product2Vec, based on representation learning, that can automatically learn latent product attributes that drive consumer choices, to study product-level competition when the number of products is large. We demonstrate Product2Vec’s...
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- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among...
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- Article
Why Build in Web3
By: Jad Esber and Scott Duke Kominers
A major change is coming to the internet. While today’s dominant platforms have guarded their troves of user data and maintained an advantage through network effects, new companies—working in what they're calling a “Web3” model—are proposing a new value proposition to...
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- April 2022
- Case
Mastercard: Creating a World Beyond Cash
In late 2021, Mastercard CEO Michael Miebach and Chairman and former CEO Ajaypal “Ajay” Banga considered how Mastercard could best position itself for continued success in the years to come. Since Mastercard’s initial public offering in 2006, the company had grown and...
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Keywords:
Technological Innovation;
Leadership;
Leading Change;
Organizational Culture;
Business Strategy;
Change;
Change Management;
Money;
Cash;
Credit;
Financial Institutions;
Banks and Banking;
Central Banking;
Financial Instruments;
Credit Cards;
Financial Markets;
Globalization;
Innovation and Invention;
Innovation and Management;
Innovation Strategy;
Leadership Style;
Competitive Advantage;
Corporate Strategy;
Diversification;
Information Technology;
Banking Industry;
Financial Services Industry;
North and Central America;
United States;
New York (state, US)
- 2022
- Working Paper
Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Magie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...
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- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- March 2022
- Case
DealShare: Social E-Commerce for the Indian Mass Market
By: Krishna G. Palepu and Malini Sen
Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to...
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- March 2022
- Case
MTN: Unlocking Value While Driving Socioeconomic Progress
By: Benjamin C. Esty, Pippa Tubman Armerding and Dilyana Karadzhova Botha
On March 10, 2021, Ralph Mupita the new CEO of MTN Group, Africa largest telecommunications company, presented the group’s 2020 annual results and unveiled a new strategy to “drive growth and unlock value.” Despite MTN’s leadership in most of its markets, the company’s...
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- March 2022
- Case
Pakistan Rising: Bazaar's Growth Story (A)
By: Paul A. Gompers and Gamze Yucaoglu
The case opens in September 2021 as Hamza Jawaid and Saad Jangda, co-founders of Bazaar technologies (Bazaar), the Pakistani high growth B2B e-commerce marketplace, are contemplating whether the year-and-a half old startup should also venture into offering financing to...
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- March 2022
- Case
The Future of Start-Up Chile
By: Prithwiraj Choudhury, Ruth Costas and Pedro Levindo
In 2021, public accelerator program Start-Up Chile, which ten years earlier had created a global buzz, might be losing its competitive edge to similar programs or one-year visas for digital nomads offered by other countries. The case follows SUP’s CEO, Angeles Romo, as...
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Keywords:
Entrepreneurship;
Cultural Entrepreneurship;
Social Entrepreneurship;
Disruptive Innovation;
Innovation Leadership;
Disruption;
Knowledge Dissemination;
Knowledge Sharing;
Business Education;
Emerging Markets;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Globalized Economies and Regions;
Globalized Markets and Industries;
Government Administration;
Recruitment;
Job Design and Levels;
Human Capital;
Leading Change;
Business and Government Relations;
Groups and Teams;
Networks;
Social and Collaborative Networks;
Public Administration Industry;
Latin America;
Chile
- 2022
- Article
Open or Closed? Your Mind, Your Decision!
By: Gerald Zaltman
The marketing profession faces challenging times. The shelf life for decisions and the half-life of the knowledge used, are becoming shorter and shorter while the problems addressed are becoming messier. Fortunately, the emergence of what I call the “prosthetic age” is...
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- 2022
- Working Paper
Climate Solutions Investments
By: Alex Cheema-Fox, George Serafeim and Hui (Stacie) Wang
An increasing number of companies are providing products and services that help reduce carbon emissions in the economy. We develop a methodology to identify those companies and create a sample of publicly listed climate solutions companies allowing us to study their...
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Keywords:
Decarbonization;
Climate Finance;
Climate Impact;
Climate Risk;
Environment;
Sustainability;
Carbon Emissions;
Electric Vehicles;
Energy;
Renewables;
Climate Change;
Investment;
Environmental Sustainability;
Renewable Energy;
Transportation Industry;
Food and Beverage Industry;
Energy Industry;
Industrial Products Industry;
China;
United States;
Asia;
Europe
- February 2022 (Revised September 2022)
- Case
InstaDeep: AI Innovation Born in Africa (A)
By: Shikhar Ghosh and Esel Çekin
Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.]....
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- February 2022 (Revised July 2022)
- Supplement
InstaDeep: AI Innovation Born in Africa (B)
By: Shikhar Ghosh and Esel Çekin
Karim Beguir and Zohra Slim were the co-founders of InstaDeep, a deep tech startup focusing on artificial intelligence (AI) solutions. Instadeep was one of the few companies globally that were partnering with DeepMind, an AI subsidiary of Google [Alphabet Inc.]....
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