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  • February 2021
  • Teaching Note

Digital Marketing at HBS Online Teaching Note
By: Sunil Gupta and Rajiv Lal
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  • February 2021
  • Supplement

Digital Marketing at HBS Online Teaching Note Supplement
By: Sunil Gupta and Rajiv Lal
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  • February 2021 (Revised April 2021)
  • Case

Marvin: A Personalized Telehealth Approach to Mental Health
By: Regina E. Herzlinger, Thomas Arsenault, Julia Kelley, Carin-Isabel Knoop, Andrew Nguyen and Eshani Sharma
More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult...  View Details
Keywords: Mental Health; Applications; Startup Management; Telehealth; Health Care Entrepreneurship; Health ＆ Wellness; Health Care; Health Care and Treatment; Customization and Personalization; Online Technology; Entrepreneurship; Growth and Development Strategy
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  • February 2021 (Revised March 2021)
  • Case

Shopify: The Conquest for Chinese E-Commerce
By: Jeffrey F. Rayport, Avani Patel, Ariel Yang and Samantha Lin
In mid-2020, Tobias Lütke, CEO of Shopify, faced a critical decision on how to time a potential move into the China market. Over the prior 15 years, his Canadian software-as-a-service company had grown from a small e-commerce solutions provider to a full-service...  View Details
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  • 2021
  • Working Paper

Assessing the Strength of Network Effects in Social Network Platforms
By: Marco Iansiti
Network effects have risen to the forefront of platform competition discussions (e.g. the House Judiciary investigation of competition in digital markets, claiming that Facebook, for example, is entrenched due to strong network effects and high switching costs). While...  View Details
Keywords: Social Networks; Platform Competition; Network Effects; Competition
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  • 2020
  • Working Paper

From Online Content to Offline Results: Effects of a Best Practices Initiative on an Enterprise Social Network
By: Shelley Xin Li and Tatiana Sandino
We examine the effects of a best practices initiative on an enterprise social network (ESN) with a natural field experiment in a large grocery store chain. Our results do not show an immediate improvement in sales, but do show 3.67-percent higher sales for the...  View Details
Keywords: Retail; Best Practices; Enterprise Social Media; Management Accounting And Control Systems; Knowledge Sharing; Networks; Management Systems; Management Practices and Processes; Europe
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  • December 2020
  • Case

XP: Dual Track Financing Alternatives
By: Marco Di Maggio, Pedro Levindo and Carla Larangeira
XP, an investment platform, was on the verge of defining whether to do an IPO or selling off a majority stake to Itaú Unibanco, Brazil´s largest financial conglomerate. Under the leadership of Guilherme Benchimol, XP´s co-founder and CEO, XP had risen to become the...  View Details
Keywords: Financing Decisions; Expansion; Decision Choices and Conditions; Latin America; Brazil
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  • Article

Want to See the Future of Digital Health Tools? Look to Germany
By: Ariel Dora Stern, Henrik Matthies, Julia Hagen, Jan B. Brönneke and Jörg F. Debatin
A new law will make it easier to introduce and determine the benefits of new tools. Perhaps its most important provisions are its formalization of “prescribable applications,” which include standard software, SaaS, and mobile as well as browser-based apps, and the...  View Details
Keywords: Health Care and Treatment; Transformation; Online Technology; Technological Innovation; Germany
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  • 2020
  • Working Paper

Biased Sampling of Early Users and the Direction of Startup Innovation
By: Ruiqing Cao, Rembrand Koning and Ramana Nanda
Using data from a prominent online platform for launching new digital products, we document that the composition of the platform's ‘beta testers’ on the day a new product is launched has a systematic and persistent impact on the venture's success. Specifically, we use...  View Details
Keywords: Online Platforms; User Research; Market Platforms; Business Startups; Product Launch; Gender
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  • 2020
  • Working Paper

Dog Eat Dog: Measuring Network Effects Using a Digital Platform Merger
By: Chiara Farronato, Jessica Fong and Andrey Fradkin
Digital platforms are increasingly the subject of regulatory scrutiny. In comparison to multiple competitors, a single platform may increase consumer welfare if network effects are large or may decrease welfare due to higher prices or reduction in platform variety. We...  View Details
Keywords: Digital Platforms; Market Platforms; Network Effects; Measurement and Metrics
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  • November 2020 (Revised March 2021)
  • Case

Dell Technologies: Bringing the Cloud to the Ground
By: Navid Mojir and V. Kasturi Rangan
The case tells the story of Dell Technologies and its efforts to revitalize its value proposition and escape a commodity trap by acquiring EMC for $67 billion—the largest tech acquisition in history. It also shows the deeply intertwined connections between a company’s...  View Details
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  • September 2020
  • Case

Hot Wheels: Launching The Mixed Play Experience
By: Elie Ofek, Andres Terech and Nicole Tempest Keller
Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., had developed an entirely new “mixed play” product experience that blended familiar Hot Wheels play in the physical world with breakthrough play in...  View Details
Keywords: Toys; Go-to-market Strategy; Product Development; Technological Innovation; Product Launch; Product Positioning; Decision Making; Marketing; Strategy; Los Angeles
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  • September 2020
  • Case

The Indian Premier League, 2020
By: John R. Wells and Benjamin Weinstock
Since its founding in 2008, the Indian Premier League (IPL), India’s eight-week Twenty20 (T20) cricket competition, had become one of the most popular and lucrative sporting leagues in the world. In 2019, the IPL attracted 462 million TV viewers and 300 million digital...  View Details
Keywords: Sports; Organizational Structure; Marketing; Health Pandemics; Organizational Change and Adaptation; Growth and Development Strategy; Sports Industry; India
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  • September 2020
  • Case

True North: Pioneering Analytics, Algorithms and Artificial Intelligence
By: Karim R. Lakhani, Kairavi Dey and Hannah Mayer
True North was a private equity fund that specialized in the growth and buyout of mid-market, India-centric companies. The leadership team initially believed that technology was not core to traditional businesses and steered clear of new age technology-oriented...  View Details
Keywords: Artificial Intelligence; Technology; Management; Operations; Organizations; Leadership; Innovation and Invention; Business Model; Computer Industry; Technology Industry
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  • September 2020
  • Article

Customer Supercharging in Experience-Centric Channels
By: David R. Bell, Santiago Gallino and Antonio Moreno
We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and...  View Details
Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Online Technology; Marketing Channels; Consumer Behavior; Retail Industry
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  • August 2020 (Revised January 2021)
  • Case

Nubank: Democratizing Financial Services
By: Michael Chu, Carla Larangeira and Pedro Levindo
Nubank, a wholly-digital solution created to disrupt Brazilian banking, with 6 million clients and a $4 billion valuation after five years, must decide whether to expand to Mexico. The company was founded in São Paulo in 2013 by Colombian-born David Vélez to seize what...  View Details
Keywords: Fintech; Financial Inclusion; Digital Banking; Credit Cards; Banks and Banking; Disruption; Expansion; Growth and Development Strategy; Financial Services Industry; South America; Brazil; North America; Mexico
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  • August 2020 (Revised January 2021)
  • Case

Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to...  View Details
Keywords: Marketing Strategy; Advertising; Online Advertising; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
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  • August 2020 (Revised January 2021)
  • Supplement

Case Exhibits for Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
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  • July 2020
  • Case

Driving Transformation at the Majid Al Futtaim Group
By: Suraj Srinivasan and Esel Çekin
The case opens with Alain Bejjani, CEO of Majid Al Futtaim (MAF) Holding, anticipating on the Group’s next phase in the multi-year transformation journey and reflecting on the initiatives he implemented to create the Group’s growth-oriented culture. Founded in 1995,...  View Details
Keywords: Transformation; Organizational Change and Adaptation; Organizational Culture; Growth and Development Strategy; Retail Industry; United Arab Emirates; Middle East; Dubai
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  • 2021
  • Working Paper

Digital Labor Market Inequality and the Decline of IT Exceptionalism
By: Ruiqing Cao and Shane Greenstein
Several decades of expansion in digital communications, web commerce, and online distribution have altered regional IT labor market returns in the United States. IT occupations experienced similar wage growth as STEM occupations involving IT-related work activities,...  View Details
Keywords: Information Technology; Labor; Wages; Equality and Inequality
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