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• Case | HBS Case Collection | September 2018

  OYO: Creating Effective Spaces

  Das Narayandas, Sunil Gupta, Rachna Tahilyani and Mahima Rao-Kachroo

  Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online, hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly-fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and managed to capture almost 1.5% of India's budget hotel market. Ritesh believes that in the process, OYO has honed technological skills and infrastructural capabilities that can transform the company from being a technology player to a hotel developer. OYO now aspires to convert corporate spaces and homes into accommodation spaces, and to make its mark worldwide.

  Keywords: technology; Accomodation; app development; research; marketing; change management; entrepreneurship; information technology; operations and processes; innovation; strategy; Sales; Change Management; Entrepreneurship; Information Technology; Operations; Innovation Strategy; Sales; Accommodations Industry; India; South Asia;

  Citation:

  Narayandas, Das, Sunil Gupta, Rachna Tahilyani, and Mahima Rao-Kachroo. "OYO: Creating Effective Spaces." Harvard Business School Case 519-023, September 2018.  View Details

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• Book | 2018

  Driving Digital Strategy: A Guide to Reimagining Your Business

  Sunil Gupta

  Disruption and transformation get a lot of hype and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency, encouraging business units to do digital experiments, or launching independent units to spur innovation have met with limited success. These players have to strengthen their core and build for the future at the same time. It is like changing the engine of a plane while it is flying. Based on almost ten years of research, this book provides a framework for companies to reimagine their business. Using rich case studies and rigorous research, it shows how the rules of business have changed and why it is no longer enough for firms to be better or cheaper to gain competitive advantage. These new rules make it essential for companies to reexamine four fundamental aspects of their business to thrive in the digital era—their strategy, value chain, customer engagement, and organization structure. Done right, digital technology can be a tremendous opportunity for established players as demonstrated by Best Buy, New York Times, Weather Company, and others.

  Keywords: marketing; digital strategy; competitive advantage; Technology; Transformation; Strategy; Competitive Advantage; Value Creation; Customer Focus and Relationships; Organizational Structure;

  Citation:

  Gupta, Sunil. Driving Digital Strategy: A Guide to Reimagining Your Business. Boston: Harvard Business Review Press, 2018.  View Details

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• Case | HBS Case Collection | June 2018

  American Airlines' Value Pricing (Abridged)

  Alvin J. Silk and Sunil Gupta

  Keywords: Consumer marketing; Market segmentation; pricing; Pricing strategy; competition; demand analysis;

  Citation:

  Silk, Alvin J., and Sunil Gupta. "American Airlines' Value Pricing (Abridged)." Harvard Business School Case 519-019, June 2018.  View Details

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