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- September–October 2021
- Article
Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb
By: Shunyuan Zhang, Nitin Mehta, Param Singh and Kannan Srinivasan
We study the effect of Airbnb’s smart-pricing algorithm on the racial disparity in the daily revenue earned by Airbnb hosts. Our empirical strategy exploits Airbnb’s introduction of the algorithm and its voluntary adoption by hosts as a quasi-natural experiment. Among...
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- September 2020
- Case
Getaway
By: Ryan W. Buell and Amy Klopfenstein
Since its founding, Getaway’s service offering – tiny, modern cabins in the woods, located within a two-hour drive of major metropolitan areas – had been met with tremendous demand. Overworked and overconnected city dwellers reveled in the opportunity to take a break...
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- Article
Sustainability, Business, and Health
By: George Serafeim, Amanda M. Rischbieth and Howard K. Koh
The coronavirus disease 2019 (COVID-19) pandemic has demonstrated that response demands involvement from every sector of society. As a major example, some businesses have stepped up in ways previously unimaginable. Garment companies have repurposed production to face...
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- June 2020
- Teaching Note
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define...
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- May 2020 (Revised October 2020)
- Teaching Note
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
By: Jill Avery and Chekitan S. Dev
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott’s global brand officer, was charged with making sense of the brand portfolio...
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- April 2020 (Revised June 2020)
- Case
Oriental Land Co., Ltd.—Tokyo Disney Resort
By: Ramon Casadesus-Masanell and Akiko Kanno
This case describes the history of Oriental Land Co. Ltd.’s (OLC's) Tokyo Disney Resort (TDR), its operations, the extent of vertical integration, and the challenges it faced in 2018 as OLC's chairman and CEO, Toshio Kagami, contemplated how best to deal with...
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Keywords:
Strategy For Multi-business Firm;
Business Models;
Growth;
Theme Parks;
Disney;
Disney Parks;
Licensing;
Royalties;
Two-part Tariffs;
Oriental Land Co.;
Tokyo Disneyland;
Tokyo DisneySea;
Tokyo Disney Resort;
Tokyo Disney;
Growth Strategy;
Hotels;
Hotel Industry;
Partnership;
Development;
Attractions;
Rides;
Urayasu;
Kagami;
Congestion;
Pricing;
Amusement Parks;
Amusement Park Industry;
Brand;
Branding;
History;
OLC;
Corporate Strategy;
Competitive Strategy;
Business History;
Price;
Retention;
Growth and Development;
Growth and Development Strategy;
Brands and Branding;
Agreements and Arrangements;
Contracts;
Operations;
Vertical Integration;
Problems and Challenges;
Partners and Partnerships;
Business Strategy;
Expansion;
Rail Transportation;
Transportation Networks;
Accommodations Industry;
Accommodations Industry;
Accommodations Industry;
Asia;
Japan;
Tokyo;
United States
- March 2020
- Teaching Note
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery and Anat Keinan
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the...
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Keywords:
Two-sided Marketplace;
Two-sided Market;
Hospitality Industry;
Hotels;
Luxury Brand;
Sharing Economy;
Startup;
Scaling;
Growth;
Customer Segmentation;
Brand Positioning;
Marketing;
Marketing Strategy;
Brands and Branding;
Luxury;
Entrepreneurship;
Business Startups;
Business Model;
Venture Capital;
Customers;
Segmentation;
Growth and Development Strategy;
Travel Industry;
Travel Industry;
Travel Industry;
United Kingdom;
London;
Europe
- February 2020
- Case
Rotoplas: Bringing More and Better Water
By: John D. Macomber and Carla Larangeira
Private companies were being turned to for potable water in the world’s megacities due to impacts of climate change including droughts and flooding. Mexico City had endured several water-related crises, with its population suffering from floods, droughts, water...
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- October 2019 (Revised June 2020)
- Case
Pantheon Ventures in 2019
By: Victoria Ivashina and Tonia Labruyere
The case discusses the strategy of Pantheon, a UK-based fund of funds investing in private equity. Client demands and preferences had changed in the aftermath of the 2008 global financial crisis and Pantheon had to adapt its business model to accommodate requests for...
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- October 2018
- Case
Booking.com
By: Stefan Thomke and Daniela Beyersdorfer
The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,...
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- 2018
- Book
Varieties of Green Business: Industries, Nations and Time
By: Geoffrey Jones
Published at a time of ever-increasing warnings that the pace of climate change and other environmental changes risk making the Earth unsustainable within our own lifetimes, this book looks at the past of green business to identify lessons for the future. It provides...
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Keywords:
Green Business;
Sustainability;
Business History;
Eco-tourism;
Organic Wine;
Organic Food;
Waste Management;
Sustainable Finance;
Ethics;
Finance;
History;
Entrepreneurship;
Accommodations Industry;
Accommodations Industry;
Accommodations Industry;
Accommodations Industry;
Accommodations Industry;
Accommodations Industry;
Accommodations Industry;
Europe;
Asia;
Latin America;
North and Central America;
New Zealand
- September 2018
- Case
OYO: Creating Effective Spaces
By: 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...
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- June 2018 (Revised October 2020)
- Case
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define...
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Keywords:
Brand Management;
Global Brands;
Brand Positioning;
Brand Extension;
Brand Storytelling;
Brand Equity;
Marketing;
Marketing Strategy;
Brands and Branding;
Advertising;
Global Strategy;
Cross-Cultural and Cross-Border Issues;
Consumer Behavior;
Marketing Communications;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Africa;
China;
United States;
North America;
South Africa;
Nigeria;
Kenya;
Cameroon;
Canada
- March 2018 (Revised November 2018)
- Case
Managing Religion in the Workplace: Abercrombie & Fitch and Masterpiece Cakeshop
By: Derek van Bever
Challenges related to managing religion in the workplace are on the rise, as are religious discrimination claims and monetary settlements, in the United States and around the world. This case examines two incidents of alleged religious discrimination that made their...
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- February 2018 (Revised October 2020)
- Case
The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture
By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock
In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio...
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Keywords:
Brand Management;
Brand Architecture;
Brand Portfolio;
Merger;
Hospitality Industry;
Services Marketing;
Branded House;
House Of Brands;
Sub-branding;
Marketing;
Marketing Strategy;
Brands and Branding;
Mergers and Acquisitions;
Consumer Behavior;
Advertising;
Travel Industry;
Travel Industry;
Travel Industry;
United States;
North America;
Europe;
Asia
- 2018
- Working Paper
The Welfare Effects of Peer Entry in the Accommodation Market: The Case of Airbnb
By: Chiara Farronato and Andrey Fradkin
We study the effects of enabling peer supply through Airbnb in the accommodation industry. We present a model of competition between flexible and dedicated sellers - peer hosts and hotels - who provide differentiated products. We estimate this model using data from...
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- September 2017 (Revised January 2018)
- Case
Innovation at Parker Hotels
By: Srikant M. Datar and Caitlin Bowler
In this case students explore challenges changing demographics and preference pose to global hotel brands. Students then use human-centered design tools to generate concepts hoteliers might embrace to win over Millennials who tend to seek out local over global options.
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- September 2017 (Revised November 2018)
- Case
Marriott International: The Next 90 Years
By: Chiara Farronato and Gary Pisano
The case examines how Marriott should respond to the potential threats from new home-sharing platforms and the rise of online travel agencies. In 2017 Marriott was the largest hotel chain, with more than one million rooms and 7% of worldwide room supply. In the...
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Keywords:
Airbnb;
Competitiveness;
Threats;
Disruption;
Lodging Industry;
Long-term Growth;
Loyalty Program;
Marriot;
Online Platforms;
Online Travel Agencies;
Two-Sided Platforms;
Disruptive Innovation;
Competitive Strategy;
Competition;
Customer Focus and Relationships;
Customer Satisfaction;
Online Technology;
Tourism Industry;
Tourism Industry;
Tourism Industry
- September 2017
- Supplement
Taj Hotels: Leading Change, Driving Profitability (B)
By: Krishna Palepu, Anjali Raina and Rachna Chawla
The Taj Group financial in March 2017 reflects a turnaround in performance. The new branding strategy is described.
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- July 2017 (Revised November 2017)
- Case
'Clarín Lies!': Bias, Post-Truth, and Populism in Argentina's Media War
By: Rafael Di Tella, Jose Liberti and Sarah McAra
In 2012, Argentine media conglomerate Grupo Clarín and President Cristina Fernández de Kirchner were embroiled in what some called “the mother of all battles.” Grupo Clarín was one of the preeminent media companies in Argentina, with leading newspapers, cable...
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