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Publications
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- February 2021 (Revised September 2022)
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader...
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Keywords:
Brand Management;
Alcoholic Beverages;
Beer/brewing Industry;
Brand Positioning;
Growth;
Competitive Positioning;
Consumer Products;
Beverage Industry;
Value Proposition;
Marketing;
Brands and Branding;
Competition;
Product Positioning;
Competitive Strategy;
Consumer Behavior;
Consumer Products Industry;
Food and Beverage Industry;
United States
- March 2017
- Teaching Note
Hello Alfred: Come Home Happy
By: Joseph B. Fuller and Carin-Isabel Knoop
Teaching Note for HBS No. 316-154.
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- October 2016 (Revised March 2017)
- Case
uberPOOL
By: Marco Iansiti, Michael W. Toffel and Amram Migdal
This case describes Uber's uberPOOL service, which let multiple Uber users who were headed in the same direction share a ride and pay substantially lower fares.
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- March 2016 (Revised February 2017)
- Case
Hello Alfred: Come Home Happy
By: Joseph B. Fuller and Carin-Isabel Knoop
On a mission to "automate the on-demand economy," Harvard Business School classmates Marcela Sapone and Jessica Beck launched Hello Alfred in 2013 to provide subscribers with an "Alfred" to complete various chores for a monthly fee. In early 2016, the company has built...
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- November 2015
- Case
Rubicon Global
By: William A. Sahlman and Hunter Ashmore
The case describes Rubicon Global, a startup that aimed to disrupt the waste management industry. The company started with a bold idea: create a cloud-based, full-service waste management company providing low-cost, highly efficient, and environmentally friendly...
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- 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...
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- September 2015
- Technical Note
The On-Demand Economy
By: Cynthia A. Montgomery, James Weber and Elizabeth Anne Watkins
This note describes the emerging on-demand economy, also referred to as the sharing economy. The note highlights several companies including Uber and Airbnb that exemplify this new mode of competition, a model that threatens to disrupt traditional firms. Uber provides...
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- June 2015 (Revised February 2017)
- Case
Uber and Stakeholders: Managing a New Way of Riding
By: Rosabeth Moss Kanter and Daniel Fox
By 2015, technological innovations—the smartphone and the advanced data connectivity that enabled it—created new opportunities for people to move around cities quickly and conveniently without owning a car, via car-sharing services like Zipcar or new ride-sharing...
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Keywords:
Uber;
Ride-sharing;
Sharing Economy;
Transportation Network Company;
Leadership And Change Management;
Stakeholder Management;
Managing Change;
Leadership;
Regulation;
Smartphones;
Web-enabled Application;
Disruptive Technology;
Startup Management;
Entrepreneurship;
Business and Stakeholder Relations;
Transportation;
Mobile Technology;
Transportation Industry;
Technology Industry
- April 2014
- Case
Ford Motor Company: Blueprint for Mobility
By: Karim R. Lakhani, Marco Iansiti and Noah Fisher
Mark Fields, Ford Motor Company's COO, had to ensure the company's current business model of building cars and trucks remained strong, while concurrently navigating the company into the rapidly expanding industry of personal mobility. Personal mobility required new...
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- January 2010 (Revised October 2010)
- Background Note
News in the Digital World: Who Pays?
By: Stephen P. Bradley and Nancy Bartlett
Models to monetizing news in the digital landscape, which is real-time, searchable, sharable, multi-sourced, anytime, and any screen, were emerging in 2010. Could content creators get people to pay for what they watched, read, listened to, and shared online? Were news...
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