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      • March 2023
      • Case

      Metaverse Wars

      By: Andy Wu, David B. Yoffie and Matt Higgins
      In 2023, the term metaverse — a combination of the words “meta” and “universe” — had become a catch-all for a diverse set of expectations about online virtual worlds, virtual reality (VR), mixed reality (MR), augmented reality (AR), and the future of the internet,...  View Details
      Keywords: Metaverse; Technology; Virtual Reality; Facebook; Social Media; Technological Innovation; Internet and the Web
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      Wu, Andy, David B. Yoffie, and Matt Higgins. "Metaverse Wars." Harvard Business School Case 723-431, March 2023.
      • March 2023
      • Case

      Mirakl: Growing The Marketplace Economy

      By: Antonio Moreno, Santiago Gallino and Emilie Billaud
      Mirakl provided the technology and seller network required for companies like Macy's, Best Buy, Walmart, Siemens, or Carrefour to simply design, launch, and administer a marketplace that included products from third-party sellers. What began as a basic business idea in...  View Details
      Keywords: Business Growth and Maturation; Business Startups; Transformation; Technological Innovation; Growth and Development Strategy; Internet and the Web; Technology Adoption; Sales; Web Services Industry; Web Services Industry; Web Services Industry; Europe; France; Paris; United States
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      Moreno, Antonio, Santiago Gallino, and Emilie Billaud. "Mirakl: Growing The Marketplace Economy." Harvard Business School Case 623-054, March 2023.
      • March 2023
      • Teaching Note

      Ransomware at Springhill Medical Center

      By: Suraj Srinivasan and Li-Kuan Ni
      In July, 2019, Springhill Medical Center (“SMC”) in Mobile, Alabama fell prey to a malicious ransomware attack that crippled the hospital’s internal network systems and public-facing web page. While the hospital rushed to securely restore the network, medical personnel...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Health Industry; Alabama; United States
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware at Springhill Medical Center." Harvard Business School Teaching Note 123-068, March 2023.
      • March 2023
      • Teaching Note

      Ransomware Attack at Colonial Pipeline Company

      By: Suraj Srinivasan and Li-Kuan Ni
      On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware Attack at Colonial Pipeline Company." Harvard Business School Teaching Note 123-070, March 2023.
      • March 2023
      • Case

      Ransomware Attack at Colonial Pipeline Company

      By: Suraj Srinivasan and Li-Kuan Ni
      On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
      Citation
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      Srinivasan, Suraj, and Li-Kuan Ni. "Ransomware Attack at Colonial Pipeline Company." Harvard Business School Case 123-069, March 2023.
      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • February 2023
      • Case

      Ransomware Attack at Springhill Medical Center

      By: Suraj Srinivasan and Li-Kuan (Jason) Ni
      In July, 2019, Springhill Medical Center (“SMC”) in Mobile, Alabama fell prey to a malicious ransomware attack that crippled the hospital’s internal network systems and public-facing web page. While the hospital rushed to securely restore the network, medical personnel...  View Details
      Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Health Industry; United States; Alabama
      Citation
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      Srinivasan, Suraj, and Li-Kuan (Jason) Ni. "Ransomware Attack at Springhill Medical Center." Harvard Business School Case 123-065, February 2023.
      • January 2023 (Revised March 2023)
      • Case

      OhmConnect: Energizing the Future

      By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
      Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households...  View Details
      Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe
      Citation
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      Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "OhmConnect: Energizing the Future." Harvard Business School Case 823-065, January 2023. (Revised March 2023.)
      • 2022
      • Working Paper

      Getting on the Map: The Impact of Online Listings on Business Performance

      By: Michael Luca, Abhishek Nagaraj and Gauri Subramani
      We evaluate the extent to which small businesses maintain an online presence, looking at restaurant listings on a major online review platform. While the majority of restaurants have an online presence, we find that roughly 18 percent in our sample have no presence as...  View Details
      Keywords: Small Business; Internet and the Web; Revenue; Digital Marketing; Food and Beverage Industry
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      Luca, Michael, Abhishek Nagaraj, and Gauri Subramani. "Getting on the Map: The Impact of Online Listings on Business Performance." Harvard Business School Working Paper, No. 23-031, December 2022.
      • December 2022
      • Case

      Freelancer, Ltd.

      By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
      Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500...  View Details
      Keywords: Freelancers; Labor Markets; Internet and the Web; Digital Platforms; Corporate Entrepreneurship; Human Capital; Change Management; Globalized Firms and Management; Employment; Global Range; Employment Industry
      Citation
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      Stanton, Christopher, Karim R. Lakhani, Jin Hyun Paik, and Nina Cohodes. "Freelancer, Ltd." Harvard Business School Multimedia/Video Case 823-706, December 2022.
      • November 2022
      • Case

      The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

      By: Regina E. Herzlinger and Tiffany Farrell
      Can an online pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous technological innovation...  View Details
      Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry
      Citation
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      Herzlinger, Regina E., and Tiffany Farrell. "The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales." Harvard Business School Case 323-031, November 2022.
      • November 2022
      • Article

      The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation

      By: John A. Deighton and Leora Kornfeld
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      Deighton, John A., and Leora Kornfeld. "The Economic Impact of the Market-Making Internet Advertising, Content, Commerce, and Innovation." Interactive Advertising Bureau (November 2022).
      • November–December 2022
      • Article

      The Value of Descriptive Analytics: Evidence from Online Retailers

      By: Ron Berman and Ayelet Israeli
      Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an...  View Details
      Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Marketing; Retail Industry
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      Berman, Ron, and Ayelet Israeli. "The Value of Descriptive Analytics: Evidence from Online Retailers." Marketing Science 41, no. 6 (November–December 2022): 1074–1096.
      • October 2022
      • Case

      EducationSuperHighway 2.0

      By: William A. Sahlman, Allison M. Ciechanover and Emily Grandjean
      In 2012, Evan Marwell launched EducationSuperHighway (ESH) to address a major problem: though most public K-12 schools in the US had access to the Internet, only roughly 30% had true broadband access that would enable every student to have high speed connectivity. ...  View Details
      Keywords: Nonprofit Organizations; Social Entrepreneurship; Social Issues; Leading Change; Early Childhood Education; Infrastructure; Internet and the Web; Telecommunications Industry; Education Industry; Technology Industry; United States; San Francisco
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      Sahlman, William A., Allison M. Ciechanover, and Emily Grandjean. "EducationSuperHighway 2.0." Harvard Business School Case 823-060, October 2022.
      • September–October 2022
      • Article

      Should Your Company Sell on Amazon?: Reach Comes at a Price

      By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
      Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to...  View Details
      Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States
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      Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
      • September 2022
      • Teaching Note

      Yummy: Delivering Value to Venezuela

      By: Ayelet Israeli, Jenyfeer Martinez Buitrago and Carla Larangeira
      Teaching Note for HBS Case No. 522-034.  View Details
      Keywords: Internet and the Web; Health Pandemics; Business Startups; Growth and Development Strategy; Expansion
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      Israeli, Ayelet, Jenyfeer Martinez Buitrago, and Carla Larangeira. "Yummy: Delivering Value to Venezuela." Harvard Business School Teaching Note 523-042, September 2022.
      • 2022
      • Working Paper

      Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces

      By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
      Most online sales worldwide take place in marketplaces that connect sellers and buyers. The presence of numerous third-party sellers leads to a proliferation of listings for each product, making it difficult for customers to choose between the available options. Online...  View Details
      Keywords: Algorithms; E-commerce; Sales; Digital Marketing; Internet and the Web; Customer Satisfaction
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      Gallino, Santiago, Nil Karacaoglu, and Antonio Moreno. "Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces." Working Paper, September 2022.
      • 2022
      • Afterword

      The Internet's Effects on Consumption: Useful, Harmful, Playful

      By: John A. Deighton and Leora Kornfeld
      Keywords: Internet and the Web; Society
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      Deighton, John A., and Leora Kornfeld. "The Internet's Effects on Consumption: Useful, Harmful, Playful." Afterword to The Routledge Handbook of Digital Consumption. 2nd ed., edited by Rosa Llamas and Russell Belk, 529–539. Routledge, 2022.
      • August 2022 (Revised March 2023)
      • Case

      Bajaj Finance: Building an Omnipresent Financial Services Firm

      By: Das Narayandas and Rachna Tahilyani
      Bajaj Finance, India’s largest consumer finance firm with $20.9 billion of assets across 50.5 million customers, is on a journey to transform itself from a traditional firm that sells loans and other financial products through brick-and-mortar outlets to an omnipresent...  View Details
      Keywords: Financial Institutions; Transformation; Financial Instruments; Customer Satisfaction; Internet and the Web; Customer Focus and Relationships; India
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      Narayandas, Das, and Rachna Tahilyani. "Bajaj Finance: Building an Omnipresent Financial Services Firm." Harvard Business School Case 523-040, August 2022. (Revised March 2023.)
      • August 2022
      • Supplement

      Zalora: Data-Driven Pricing Recommendations

      By: Ayelet Israeli
      This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the...  View Details
      Keywords: Pricing; Pricing Algorithms; Dynamic Pricing; Ecommerce; Pricing Strategy; Pricing And Revenue Management; Apparel; Singapore; Startup; Demand Estimation; Data Analysis; Data Analytics; Exercise; Price; Internet and the Web; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Singapore
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      Israeli, Ayelet. "Zalora: Data-Driven Pricing Recommendations." Harvard Business School Supplement 523-032, August 2022.
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