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• Article | Harvard Business Review (website) | July 15, 2020

  How to Get People to Actually Use Contact-Tracing Apps

  Chiara Farronato, Marco Iansiti, Marcin Bartosiak, Stefano Denicolai, Luca Ferretti and Roberto Fontana

  The broad adoption of contact-tracing apps would greatly help combat the spread of COVID-19. But a number of barriers—especially privacy concerns—have hindered progress in many countries that can’t or won’t mandate adoption. A solution is to start with small communities where they would be instantly useful (families, religious communities, workplaces, schools, bars and restaurants, beaches, hotels, trains, airplanes), get everyone to download and use it, and then scale from there. To achieve that, the app should be designed so it is instantly valuable to anyone in the targeted community who downloads it. Managing users’ expectations is also important.

  Keywords: COVID-19; contact-tracing; apps; privacy; Health Pandemics; Behavior; Technology Adoption;

  Citation:

  Farronato, Chiara, Marco Iansiti, Marcin Bartosiak, Stefano Denicolai, Luca Ferretti, and Roberto Fontana. "How to Get People to Actually Use Contact-Tracing Apps." Harvard Business Review (website) (July 15, 2020).  View Details

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• Case | HBS Case Collection | November 2019 (Revised June 2020)

  Indigo Agriculture: Harnessing Nature

  Marco Iansiti, Michael W. Toffel and James Barnett

  Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct relationships with farmers, in contrast to typical agricultural supply chains that use intermediaries. The company then launched a marketplace platform to link growers directly to crop buyers, again disintermediating the market. Indigo Agriculture is now considering launching an initiative to incentivize farmers to engage in regenerative agricultural practices by setting up a carbon market that could pay them for sequestering carbon into their soils. If scaled globally, the idea could sequester as much as one trillion tons (a teraton) of carbon dioxide from the earth’s atmosphere into agricultural soils, but pursing the idea has many risks.

  Keywords: carbon sequestration; Operations; Supply Chain; Social Enterprise; Product Development; Distribution Channels; Business Strategy; Market Platforms; Environmental Sustainability; Science-Based Business; Climate Change; Agriculture and Agribusiness Industry; Green Technology Industry; United States; Massachusetts;

  Citation:

  Iansiti, Marco, Michael W. Toffel, and James Barnett. "Indigo Agriculture: Harnessing Nature." Harvard Business School Case 620-024, November 2019. (Revised June 2020.)  View Details

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• Article | MIT Sloan Management Review | Spring 2020

  From Disruption to Collision: The New Competitive Dynamics

  Marco Iansiti and Karim R. Lakhani

  Citation:

  Iansiti, Marco, and Karim R. Lakhani. "From Disruption to Collision: The New Competitive Dynamics." Special Issue on Disruption 2020. MIT Sloan Management Review 61, no. 3 (Spring 2020).  View Details

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