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      • Faculty Publications  (43)

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      • February 2022
      • Case

      Lilium: Preparing for Takeoff

      By: Navid Mojir, Vincent Dessain, Mette Fuglsang Hjortshoej and Emer Moloney
      Lilium is a German company focused on developing electric vertical takeoff and landing vehicles (eVTOLs) that can be used to offer air taxi services. The company went public in September 2021 through a special purpose acquisition company (SPAC) deal, raising more than...  View Details
      Keywords: SPACs; Business Model; Forecasting and Prediction; Green Technology; Capital Markets; Venture Capital; Initial Public Offering; Rural Scope; Urban Scope; City; Disruptive Innovation; Growth and Development Strategy; Technological Innovation; Demand and Consumers; Market Timing; Industry Growth; Infrastructure; Logistics; Product Design; Product Development; Production; Service Delivery; Service Operations; Strategic Planning; Partners and Partnerships; Risk and Uncertainty; Urban Development; Sustainable Cities; Business Strategy; Competitive Strategy; Competitive Advantage; Air Transportation; Aerospace Industry; Air Transportation Industry; Green Technology Industry; Transportation Industry; Travel Industry; Germany; Munich; Brazil; United States; Florida
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      Mojir, Navid, Vincent Dessain, Mette Fuglsang Hjortshoej, and Emer Moloney. "Lilium: Preparing for Takeoff." Harvard Business School Case 522-084, February 2022.
      • February 2022 (Revised March 2022)
      • Case

      Aleph Farms: A New Culture of Meat

      By: Elie Ofek and Jeff Huizinga
      Aleph Farms, an Israeli food-tech start-up, was hoping to play a major role in disrupting the conventional meat sector. Compared to intensive agricultural practices, Aleph’s cultured (or lab-grown) meat solution held the promise of considerably reducing greenhouse gas...  View Details
      Keywords: Innovation; Disruptive Innovation; Adoption; Go To Market Strategy; Industry Evolution; Food Industry; Environmental And Social Sustainability; Marketing Of Innovations; Brand Building; Capital Expenditures-equipment; Disruption; Green Technology; Environmental Sustainability; Food; Market Entry and Exit; Brands and Branding; Consumer Behavior; Competitive Strategy; Growth and Development Strategy; Food and Beverage Industry
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      Ofek, Elie, and Jeff Huizinga. "Aleph Farms: A New Culture of Meat." Harvard Business School Case 522-071, February 2022. (Revised March 2022.)
      • September 2021 (Revised March 2022)
      • Case

      Katie Couric Media: Landing the First Client

      By: N. Louis Shipley and William R. Kerr
      In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental...  View Details
      Keywords: Customer Acquisition; Subscription Model; Entrepreneurship; Business Startups; Media; Customers; Acquisition; Social Issues; Brands and Branding; Media and Broadcasting Industry
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      Shipley, N. Louis, and William R. Kerr. "Katie Couric Media: Landing the First Client." Harvard Business School Case 822-011, September 2021. (Revised March 2022.)
      • September 2021
      • Case

      Worldreader: Helping Readers Build a Better World

      By: Marco Bertini, Elie Ofek and Julia Kelley
      Founded in 2010, Worldreader was an international nonprofit organization that promoted reading to children around the world. For many years, Worldreader distributed e-readers to under-resourced communities and funded its operations primarily through philanthropic...  View Details
      Keywords: Subscription Model; Price; Financial Strategy; Education; Early Childhood Education; Learning; Geography; Geographic Scope; Global Range; Goals and Objectives; Marketing; Marketing Strategy; Markets; Organizations; Mission and Purpose; Social Enterprise; Non-Governmental Organizations; Nonprofit Organizations; Society; Social Issues; Strategy; Commercialization; Expansion; Segmentation; Education Industry; Africa; Asia; Latin America; Europe; North and Central America; South America
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      Bertini, Marco, Elie Ofek, and Julia Kelley. "Worldreader: Helping Readers Build a Better World." Harvard Business School Case 522-003, September 2021.
      • August 2021
      • Technical Note

      Brand You: Crafting Your Personal Brand

      By: Jill Avery and Rachel Greenwald
      Selling oneself is something that we have to do every day in both professional and personal settings. We face it when we apply for a job, advocate for a promotion or a raise, vie for a leadership position, attempt to land a new client, write a dating profile, or meet a...  View Details
      Keywords: Personal Brand; Brand Management; Marketing; Brands and Branding; Identity; Opportunities; Talent and Talent Management; Jobs and Positions; Strength and Weakness; Communication
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      Avery, Jill, and Rachel Greenwald. "Brand You: Crafting Your Personal Brand." Harvard Business School Technical Note 522-031, August 2021.
      • April 2020
      • Case

      Promoting Land and Nature Jerky

      By: John A. Quelch and Katherine B. Hartman
      Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine...  View Details
      Keywords: Advertising; Spending; Marketing Communications; Marketing Strategy; Product Positioning; Food and Beverage Industry
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      Quelch, John A., and Katherine B. Hartman. "Promoting Land and Nature Jerky." Harvard Business School Brief Case 920-563, April 2020.
      • April 2020 (Revised June 2020)
      • Case

      Oriental Land Co., Ltd.—Tokyo Disney Resort

      By: Ramon Casadesus-Masanell and Akiko Kanno
      This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with...  View Details
      Keywords: Strategy For Multi-business Firm; Business Models; Growth; Theme Parks; Disney; Disney Parks; Licensing; Royalties; Two-part Tariffs; Oriental Land Co.; Tokyo Disneyland; Tokyo DisneySea; Tokyo Disney Resort; Tokyo Disney; Growth Strategy; Hotels; Hotel Industry; Partnership; Development; Attractions; Rides; Urayasu; Kagami; Congestion; Pricing; Amusement Parks; Amusement Park Industry; Brand; Branding; History; OLC; Corporate Strategy; Competitive Strategy; Business History; Price; Retention; Growth and Development; Growth and Development Strategy; Brands and Branding; Agreements and Arrangements; Contracts; Operations; Vertical Integration; Problems and Challenges; Partners and Partnerships; Business Strategy; Expansion; Rail Transportation; Transportation Networks; Accommodations Industry; Entertainment and Recreation Industry; Tourism Industry; Asia; Japan; Tokyo; United States
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      Casadesus-Masanell, Ramon, and Akiko Kanno. "Oriental Land Co., Ltd.—Tokyo Disney Resort." Harvard Business School Case 720-460, April 2020. (Revised June 2020.)
      • February 2020
      • Case

      Seso Global: Building a Blockchain-enabled Property Marketplace in Nigeria

      By: Boris Vallee and Yang (Dolly) Yu
      The mutual aspiration of addressing the housing shortage and improving real estate market efficiency led Daniel and Phillip to co-found Seso Global in 2017. Seso Global developed a unique integrated platform to streamline and rationalize the process of acquiring and...  View Details
      Keywords: Fintech; Blockchain; Developing Markets; Entrepreneurial Management; Financing and Loans; Internet and the Web; Business Model; Property; Growth and Development Strategy; Developing Countries and Economies; Real Estate Industry; Africa; Nigeria
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      Vallee, Boris, and Yang (Dolly) Yu. "Seso Global: Building a Blockchain-enabled Property Marketplace in Nigeria." Harvard Business School Case 220-055, February 2020.
      • January 2020
      • Background Note

      Climate Change in 2020: Implications for Business

      By: Rebecca M. Henderson, Sophus A. Reinert and Mariana Oseguera
      This note provides general information about climate change and its implications for business. Included is an overview of climate change science and a number of its impacts, including rising sea levels, changing weather patterns and extreme weather, pressure on water...  View Details
      Keywords: Climate Change; Environmental Accounting; Agribusiness; Economic Growth; Energy Conservation; Energy Generation; Renewable Energy; Energy Sources; Non-Renewable Energy; Globalized Markets and Industries; National Security; Government Legislation; Operations; Corporate Social Responsibility and Impact; Problems and Challenges; Risk and Uncertainty; Natural Disasters; Natural Environment; Environmental Sustainability; Pollutants; Science-Based Business; Weather; Society; Technology
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      Henderson, Rebecca M., Sophus A. Reinert, and Mariana Oseguera. "Climate Change in 2020: Implications for Business." Harvard Business School Background Note 320-087, January 2020. (Click here for a complimentary copy on the Business & Environment Initiative’s site.)
      • September 2019 (Revised August 2020)
      • Case

      Engineering an Inclusive Bioeconomy

      By: Tarun Khanna, Raffaella Sadun and Susie L. Ma
      In 2019, entrepreneur Juan Carlos Castilla-Rubio was developing a project he hoped could generate and share wealth from the natural resources of the Amazon without destroying those resources. His idea, called Earth Bank of Codes (EBC), would create a library of the...  View Details
      Keywords: Decision Making; Development Economics; Entrepreneurship; Innovation and Invention; Intellectual Property; Emerging Markets; Market Design; Marketplace Matching; Science; Genetics; Natural Environment; Environmental Sustainability; Climate Change; Social Enterprise; Strategy; Strategic Planning; Information Technology; Ownership; Social Psychology; Trust; Society; Biotechnology Industry; South America; Amazon Basin
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      Khanna, Tarun, Raffaella Sadun, and Susie L. Ma. "Engineering an Inclusive Bioeconomy." Harvard Business School Case 720-356, September 2019. (Revised August 2020.)
      • March 2018 (Revised July 2020)
      • Case

      Nectar (A)

      By: Jeffrey F. Rayport and Thomas O. Jones
      In late 2017, Nectar was a rapidly emerging player in the “bed-in-a-box” online market for direct-to-consumer foam memory mattresses. Barely a year old, it had achieved a revenue run rate of $85M and looked ahead to another year of blistering growth. The founding team...  View Details
      Keywords: Direct-to-consumer; Growth and Development Strategy; Product; Diversification; Decision Making; Growth Management; Entrepreneurship
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      Rayport, Jeffrey F., and Thomas O. Jones. "Nectar (A)." Harvard Business School Case 818-112, March 2018. (Revised July 2020.)
      • March 2017 (Revised May 2018)
      • Case

      Edwin Land: The Art and Science of Innovation

      By: Tom Nicholas, Christopher Stanton and Matthew Preble
      Throughout the second half of the 20th century, Polaroid first invented—and then continuously reinvented—the field of instant photography. Under the leadership of its mercurial founder Edwin Land, the company regularly released new instant cameras and films, often...  View Details
      Keywords: Instant Photography; Company History; Change Management; Disruption; Forecasting and Prediction; Entrepreneurship; Business History; Innovation Strategy; Disruptive Innovation; Innovation and Management; Intellectual Property; Patents; Product Marketing; Brands and Branding; Product Launch; Product Development; Chemical Industry; Consumer Products Industry; United States
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      Nicholas, Tom, Christopher Stanton, and Matthew Preble. "Edwin Land: The Art and Science of Innovation." Harvard Business School Case 817-107, March 2017. (Revised May 2018.)
      • March–April 2017
      • Article

      Advancing Conservation by Understanding and Influencing Human Behavior

      By: Sheila M. Reddy, Jensen Montambault, Yuta J. Masuda, Ayelet Gneezy, Elizabeth Keenan, William Butler, Jonathan R. Fisher and Stanley T. Asah
      Behavioral sciences can advance conservation by systematically identifying behavioral barriers to conservation and how to best overcome them. Behavioral sciences have informed policy in many other realms (e.g., health, savings), but they are a largely untapped resource...  View Details
      Keywords: Adaptive Management; Awareness; Behavioral Economics; Behavioral Science; Conservation Intervention; Conservation Planning; Decision-making; Incentives; Nudge; Management; Motivation and Incentives; Behavior; Marketing; Decision Making; Environmental Sustainability; Economics
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      Reddy, Sheila M., Jensen Montambault, Yuta J. Masuda, Ayelet Gneezy, Elizabeth Keenan, William Butler, Jonathan R. Fisher, and Stanley T. Asah. "Advancing Conservation by Understanding and Influencing Human Behavior." Conservation Letters 10, no. 2 (March–April 2017): 248–256. (doi:10.1111/conl.12252.)
      • January 2017 (Revised April 2019)
      • Case

      The Olmos Project: Value Creation and Value Capture

      By: John Macomber, Fernanda Miguel, Laura Urdapilleta and Valeria Moy
      Private investment in public infrastructure can be encouraged when there are multiple avenues to capture and to share the value created by such a project. Gains in the market value of land adjacent to projects are not customarily channeled back into defraying the...  View Details
      Keywords: Value Capture; Infrastructure; Decision Making; Agribusiness; Value Creation; South America; Peru
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      Macomber, John, Fernanda Miguel, Laura Urdapilleta, and Valeria Moy. "The Olmos Project: Value Creation and Value Capture." Harvard Business School Case 217-052, January 2017. (Revised April 2019.)
      • August 2016
      • Teaching Note

      Mahindra Lifespace Developers' Venture into Affordable Housing

      By: Joseph B. Fuller and Monica Baraldi
      Mahindra Lifespace Developers Limited (MLDL) was the infrastructure and real estate arm of the Mahindra Group, an Indian conglomerate with revenues of $16.5 billion in 2014. Employing 400 experts in land acquisition, design, project management, sales and marketing, and...  View Details
      Keywords: Business Conglomerates; Business Startups; Development Economics; Developing Countries and Economies; Corporate Entrepreneurship; Social Entrepreneurship; Housing; Emerging Markets; Business and Government Relations; Human Needs; Social Issues; Urban Development; Real Estate Industry; India
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      Fuller, Joseph B., and Monica Baraldi. "Mahindra Lifespace Developers' Venture into Affordable Housing." Harvard Business School Teaching Note 317-029, August 2016.
      • May 2016
      • Supplement

      2016 Update: Argentina Turns the Page

      By: David E. Bell, Forest Reinhardt and Natalie Kindred
      This brief case is a supplement to “Cresud and Argentina” (515-043) and “Note on Agriculture in Argentina” (515-069). Set in early 2016, it describes developments in Argentina under newly elected President Mauricio Macri, including the country’s return to international...  View Details
      Keywords: Argentina; " Cresud; Agriculture; Economic Reform; Economic Policy; Land Investment; Macri; Currency; Agribusiness; Diversification; Economy; Emerging Markets; Credit; Currency Exchange Rate; Investment; Business and Government Relations; Government and Politics; Inflation and Deflation; Trade; Agriculture and Agribusiness Industry; Argentina; Buenos Aires; South America
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      Bell, David E., Forest Reinhardt, and Natalie Kindred. "2016 Update: Argentina Turns the Page." Harvard Business School Supplement 716-077, May 2016.
      • Article

      Landing the First Job: The Value of Intermediaries in Online Hiring

      By: Christopher Stanton and Catherine Thomas
      Online markets for remote labor services allow workers and firms to contract with each other directly. Despite this, intermediaries—called outsourcing agencies—have emerged in these markets. This paper shows that agencies signal to employers that inexperienced workers...  View Details
      Keywords: Marketplace Matching; Agency Theory
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      Stanton, Christopher, and Catherine Thomas. "Landing the First Job: The Value of Intermediaries in Online Hiring." Review of Economic Studies 83, no. 2 (April 2016): 810–854.
      • December 2014
      • Teaching Note

      Rick's Dilemma

      By: Arthur I Segel and Ben Eppler
      This is a teaching note designed to accompany the case "Rick's Dilemma."  View Details
      Keywords: Land Markets; Finance; Inequality; Trusts; New York City; New York Property; Valuation Methodologies; Cap Rates; World Cities; Real Estate Industry; New York (city, NY)
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      Segel, Arthur I., and Ben Eppler. "Rick's Dilemma." Harvard Business School Teaching Note 215-039, December 2014.
      • Article

      Evolution of Land Distribution in West Bengal 1967–2004: Role of Land Reform and Demographic Changes

      By: Pranab Bardhan, Michael Luca, Dilip Mookherjee and Francisco Pino
      This paper studies how land reform and population growth affect land inequality and landlessness, focusing particularly on indirect effects owing to their influence on household divisions and land market transactions. Theoretical predictions of a model of household...  View Details
      Keywords: Inequality; Land Reform; Household Division; Land Markets; Equality and Inequality; Residency; Property; Household; West Bengal
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      Bardhan, Pranab, Michael Luca, Dilip Mookherjee, and Francisco Pino. "Evolution of Land Distribution in West Bengal 1967–2004: Role of Land Reform and Demographic Changes." Journal of Development Economics 110 (September 2014): 171–190.
      • February 2014 (Revised August 2015)
      • Case

      Mission Produce

      By: Jose B. Alvarez and Mary Shelman
      As the leading distributor of fresh avocados in the U.S., Mission Produce was at a crossroads in late 2013. Avocado consumption was booming and CEO Steve Barnard wanted to acquire additional land in Peru and develop new avocado farms to help fill a projected supply...  View Details
      Keywords: Fresh Produce; Food; Peru; Vertical Integration; Supply Chain; Agriculture; Agribusiness; Food and Beverage Industry; Agriculture and Agribusiness Industry; United States; Peru
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      Alvarez, Jose B., and Mary Shelman. "Mission Produce." Harvard Business School Case 514-023, February 2014. (Revised August 2015.)
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