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• Teaching Note | HBS Case Collection | October 2013 (Revised June 2019)

  Amazon in 2019

  Sunil Gupta

  By 2018, Amazon had become one of the world’s largest e-commerce players with over $233 billion in annual sales. Although its profitability had been uneven even after 23 years of its inception, its stock price had risen almost 130,000% since the company went public. During this time Amazon has spread its business across a variety of products and services that some saw as unrelated. Was Amazon spreading itself too thin or were its investments positioning the company for the future?

  Keywords: Online Technology; Marketing Strategy; Competitive Advantage; Business Model; Retail Industry;

  Citation:

  Gupta, Sunil. "Amazon in 2019." Harvard Business School Teaching Note 514-056, October 2013. (Revised June 2019.)  View Details

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• Case | HBS Case Collection | September 2017 (Revised May 2019)

  Goldman Sachs' Digital Journey

  Sunil Gupta and Sara Simonds

  Keywords: digital strategy; digital transformation; finance; technology;

  Citation:

  Gupta, Sunil, and Sara Simonds. "Goldman Sachs' Digital Journey." Harvard Business School Case 518-039, September 2017. (Revised May 2019.)  View Details

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• Case | HBS Case Collection | March 2017 (Revised May 2019)

  Marketing Transformation at Mastercard

  Sunil Gupta, Srinivas K. Reddy and David Lane

  Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders. Building on its influential but dated "Priceless" advertising campaign, Raja refocused Mastercard on four "Priceless Possibilities" that engaged cardholders directly in unexpected and sometimes unique opportunities reflecting their passions. The result was increased brand differentiation and deeper collaborative ties between Mastercard and its bank and merchant partners.

  Keywords: Mastercard; financial services; ingredient brand; B2B2C; experiential marketing; digital marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Online Technology; Investment Return; Financial Services Industry;

  Citation:

  Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)  View Details

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