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

  Collibra

  Lynda M. Applegate, Jeffrey F. Rayport and Julia Kelley

  Founded in 2008 at Vrije Universiteit Brussels, Collibra was a data intelligence company that found product-market fit in the years after the global financial crisis when many companies were under pressure from consumers and governments to improve their data management efforts. Over the years, Collibra expanded its product offering from a Semantic Data Integration tool to a Data Governance Platform with a range of data management and governance tools and also expanded geographically from Belgium to the U.S. and other countries. In 2019, with more than 350 clients, Collibra became a unicorn with a valuation of more than $1 billion. Now, co-founders Felix Van de Maele, Stijn Christiaens, and Pieter De Leenheer needed to decide how to move from “data governance” to “data intelligence.”

  Keywords: Entrepreneurship; Governance; Innovation and Invention; Technological Innovation; Markets; Technology; Information Technology; Software; Technology Adoption; Technology Platform; Semantic Web; Customer Focus and Relationships; Customer Satisfaction; Expansion; Information Technology Industry; Technology Industry; Europe; Belgium; Brussels; North and Central America; United States; New York (city, NY); New York (state, US);

  Citation:

  Applegate, Lynda M., Jeffrey F. Rayport, and Julia Kelley. "Collibra." Harvard Business School Case 820-013, November 2019. (Revised May 2020.)  View Details

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• Teaching Note | HBS Case Collection | May 2020

  Bayer Crop Science

  David E. Bell, Michael Norris and Mel Martin

  Keywords: Plant-Based Agribusiness; Research and Development; Mergers and Acquisitions; Consolidation; Innovation and Invention; Strategy; Agriculture and Agribusiness Industry; Technology Industry; United States; Germany;

  Citation:

  Bell, David E., Michael Norris, and Mel Martin. "Bayer Crop Science." Harvard Business School Teaching Note 520-067, May 2020.  View Details

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

  Purple Innovation, Inc.: The Online to Offline Marketing Challenge

  Elie Ofek and Nakisha Williams

  This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its growth momentum by partnering with traditional bricks & mortar players, such as Mattress Firm and Bed Bath and Beyond. Although the move had the promise of expanding the relevant customer base, it presented a marketing challenge: Could the company continue to rely on its previous digital advertising approach to drive offline sales? If so, how, and, if not, what other media outlets and messaging should be considered? The case forces students to analyze the digital strategy the company had previously used to generate hundreds of millions of dollars in online sales and then propose a communication plan for generating 30% of sales offline. In doing so, students grapple with delineating the customer journey for buying a mattress online and in stores. The case can also serve as a vehicle to discuss the scaling challenges many disruptor DTC brands face.

  Keywords: digital marketing; offline sales; Marketing Strategy; Online Advertising; Growth and Development Strategy; Consumer Products Industry; Retail Industry;

  Citation:

  Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)  View Details

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