Making stickK Stick: The Business of Behavioral Economics

Email mking@hbs.edu for a courtesy copy.

This Teaching Note explains the theory of the case and teaching plan for the case: Making sticK Stick: The Business of Behavioral Economics (514019). The case focuses on a start-up faced with the choice of facilitating product adoption via a B2B or B2C model – or some combination of the two. The case has two primary learning objectives. First, students realize that the firm’s business model and critical success factors are fundamentally different depending on which path (B2B or B2C) is taken. Students must think through the factors that dictate how to make this decision, including how customer behavior and costs/revenues differ. Second, by developing a deep understanding of how stickK works, the case provides students with a toolkit of techniques based on research in behavioral economics to help them change and influence consumer and employee behavior more broadly.