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Publications

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  • All HBS Web  (819)
    • Faculty Publications  (18)

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    • All HBS Web  (819)
      • Faculty Publications  (18)

      Monetization Strategy Remove Monetization Strategy →

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      Evernote: Monetization Strategy
      Evernote: Monetization Strategy & Evernote (B): Announcing a Pricing Plan Change
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      • January 2021
      • Case

      eToro: Building the World's Largest Social Trading Network

      By: Elie Ofek and Danielle Golan
      Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make...  View Details
      Keywords: Social Trading Platform; Investment; Social And Collaborative Networks; Marketing strategy; Expansion
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      Ofek, Elie, and Danielle Golan. "eToro: Building the World's Largest Social Trading Network." Harvard Business School Case 521-057, January 2021.
      • 2021
      • Working Paper

      Accounting for Product Impact in the Airlines Industry

      By: George Serafeim and Katie Trinh
      We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the airlines industry. We design a monetization methodology that allows us to calculate monetary impact estimates of fare...  View Details
      Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; Esg; Esg (environmental, Social, Governance) Performance; Esg (environmental, Social, Governance) Performance; Esg Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Air Transportation; Aviation; Product Design; Product Positioning; Society; Product; Environmental Sustainability; Measurement And Metrics; Framework; Corporate Social Responsibility And Impact; Air Transportation Industry
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      Serafeim, George, and Katie Trinh. "Accounting for Product Impact in the Airlines Industry." Harvard Business School Working Paper, No. 21-066, November 2020. (Revised February 2021.)
      • 2020
      • Working Paper

      The Twofold Effect of Customer Retention in Freemium Settings

      By: Eva Ascarza, Oded Netzer and Julian Runge
      The main tradeoff in designing freemium services is how much of the product to offer for free. At the heart of such a tradeoff is the balancing act of providing a valuable free product in order to acquire and engage consumers, while making the free product limited...  View Details
      Keywords: Freemium; Retention; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; monetization; Monetization Strategy; Games, Gaming, And Gambling; Mobile Technology; Customers; Retention; Product Design; strategy
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      Ascarza, Eva, Oded Netzer, and Julian Runge. "The Twofold Effect of Customer Retention in Freemium Settings." Harvard Business School Working Paper, No. 21-062, November 2020.
      • 2020
      • Working Paper

      Accounting for Product Impact in the Consumer Finance Industry

      By: George Serafeim and Katie Trinh
      We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor credit card providers within the consumer finance industry. We design a monetization methodology that allows us to calculate monetary impact estimates...  View Details
      Keywords: Product Innovation; Impact; Impact Investing; Impact Measurement; Esg; Esg (environmental, Social, Governance) Performance; Esg (environmental, Social, Governance) Performance; Esg Ratings; Social Corporate Responsibility; Corporate Social Responsibility; Social Impact; Consumer Finance; Financial Services; Financial Inclusion; Product; Product Design; Product Positioning; Society; Corporate Social Responsibility And Impact; Personal Finance; Credit Cards; Financial Services Industry
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      Serafeim, George, and Katie Trinh. "Accounting for Product Impact in the Consumer Finance Industry." Harvard Business School Working Paper, No. 21-061, November 2020. (Revised December 2020.)
      • March 2020
      • Teaching Note

      Evernote: Monetization Strategy & Evernote (B): Announcing a Pricing Plan Change

      By: Robert J. Dolan
      Teaching Note for HBS Nos. 519-034 and 519-036.  View Details
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      Dolan, Robert J. "Evernote: Monetization Strategy & Evernote (B): Announcing a Pricing Plan Change." Harvard Business School Teaching Note 520-071, March 2020.
      • January 2020
      • Case

      Lunchclub: Algorithmic Networking

      By: Scott Duke Kominers and George Gonzalez
      Algorithmic networking startup Lunchclub coordinates in-person meetings between professionals who would have been unlikely to meet. The company faces marketplace design, growth, and monetization challenges: The executive team has to refine Lunchclub's marketplace...  View Details
      Keywords: Monetization Strategy; Networking; Business Startups; Marketplace Matching; Market Design; Growth And Development strategy; Information Industry
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      Kominers, Scott Duke, and George Gonzalez. "Lunchclub: Algorithmic Networking." Harvard Business School Case 820-051, January 2020.
      • September 2019 (Revised June 2020)
      • Case

      Othellonia: Growing a Mobile Game

      By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
      In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization.  View Details
      Keywords: Targeting; Retention/churn; Freemium; monetization; Customer Relationship Management; Games, Gaming, And Gambling; Mobile Technology; Growth And Development strategy; Marketing; Customers; Marketing strategy; Retention; Acquisition; Entertainment And Recreation Industry; Japan
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      Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.)
      • January 2018
      • Case

      Evernote: Monetization Strategy

      By: Robert J. Dolan
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      Dolan, Robert J. "Evernote: Monetization Strategy." Harvard Business School Case 519-034, January 2019.
      • February 2018
      • Case

      Rosslyn Resource: Monetization and Sales Strategy

      By: Robert J. Dolan and Sunru Yong
      Rosslyn Resource identifies exploration targets (potential mineral deposits) in the mining industry and advances them until the project can be monetized, usually through sale to a larger mining company, in return for an upfront fee and a royalty on future revenues....  View Details
      Keywords: strategy; Decision Choices And Conditions; Business Model; Organizational Change And Adaptation; Mining Industry
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      Dolan, Robert J., and Sunru Yong. "Rosslyn Resource: Monetization and Sales Strategy." Harvard Business School Brief Case 918-509, February 2018.
      • February 2018
      • Teaching Note

      Rosslyn Resource: Monetization and Sales Strategy (Brief Case)

      By: Robert J. Dolan and Sunru Yong
      Teaching Note for HBS No. 918-509.  View Details
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      Dolan, Robert J., and Sunru Yong. "Rosslyn Resource: Monetization and Sales Strategy (Brief Case)." Harvard Business School Teaching Note 918-510, February 2018.
      • January 2018
      • Supplement

      Rosslyn Resource: Monetization and Sales Strategy, Spreadsheet for Instructors (Brief Case)

      By: Robert J. Dolan and Sunru Yong
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      Dolan, Robert J., and Sunru Yong. "Rosslyn Resource: Monetization and Sales Strategy, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 918-512, January 2018.
      • April 2015
      • Teaching Plan

      Codecademy: Monetizing a Movement?

      By: Jeffrey J. Bussgang and Lisa Mazzanti
      This is a Teaching Plan for the case on Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However,...  View Details
      Keywords: Business Model; Online Technology; Open Source Distribution; Social Entrepreneurship; Education
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      Bussgang, Jeffrey J., and Lisa Mazzanti. "Codecademy: Monetizing a Movement?" Harvard Business School Teaching Plan 815-117, April 2015.
      • December 2014 (Revised October 2015)
      • Case

      Codecademy: Monetizing a Movement?

      By: Jeffrey J. Bussgang and Lisa C. Mazzanti
      Codecademy, an open-platform, online community for learning computer programming, launched in 2011. By 2014, the company had raised a total of $12.5 million in funding and was, on many fronts, an overwhelming success. However, there were still no revenues. The founders...  View Details
      Keywords: Entrepreneurial Management; Startup Management; Technology; Computer Programming; Coding; Online Education; monetization; Online Communities; Marketplaces; Online Technology; Education; Entrepreneurship; Business Startups; Growth And Development strategy; Technology Industry; Education Industry
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      Bussgang, Jeffrey J., and Lisa C. Mazzanti. "Codecademy: Monetizing a Movement?" Harvard Business School Case 815-093, December 2014. (Revised October 2015.)
      • 2013
      • Dissertation

      Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics

      By: Clarence Lee, Vineet Kumar and Sunil Gupta
      Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers...  View Details
      Keywords: Discrete-continuous Choice Dynamic Structural Models; Bayesian Estimation; Word-of-mouth; Digital Services; Freemium; Entrepreneurship; Business Model; Motivation And Incentives; Marketing strategy; Internet; Consumer Behavior; Marketing Reference Programs; Business Startups
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      Lee, Clarence, Vineet Kumar, and Sunil Gupta. "Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics." Diss., Harvard Business School, 2013. (Job Market Paper.)
      • October 2010 (Revised May 2011)
      • Case

      Take-Two Interactive Software, Inc.

      By: Sunil Gupta and Kerry Herman
      In September 2010, faced with increasing threat from social game companies such as Zynga, Ben Feder, the CEO of Take-Two Interactive Software. Inc., had to decide the long-term strategy of his video-game company. As a publisher of traditional video games for Xbox 360,...  View Details
      Keywords: Mergers And Acquisitions; Business Model; Leadership Style; Marketing; Competitive strategy; Entertainment And Recreation Industry
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      Gupta, Sunil, and Kerry Herman. "Take-Two Interactive Software, Inc." Harvard Business School Case 511-002, October 2010. (Revised May 2011.)
      • April 2010 (Revised June 2011)
      • Background Note

      Television Competes for a Digital Audience

      By: Stephen P. Bradley and Nancy Bartlett
      In the face of major disruption in the industry television networks have sought new revenue sources, implemented cost-cutting measures and strategized on ways to monetize online access to content. Programming changes, new advertising strategies, and deals via online...  View Details
      Keywords: Television Entertainment; Marketing strategy; Media And Broadcasting Industry
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      Bradley, Stephen P., and Nancy Bartlett. "Television Competes for a Digital Audience." Harvard Business School Background Note 710-476, April 2010. (Revised June 2011.)
      • April 2009 (Revised August 2009)
      • Case

      Backchannelmedia: Making Television 'Clickable'

      By: Sunil Gupta, Kavita Shukla and Zachary Scott Clayton
      Backchannelmedia (BCM), a three-year-old start-up, intended to completely disrupt the world of advertising by transforming the way Americans watched television. BCM had developed a technology to make television "clickable," enabling viewers to interact with the content...  View Details
      Keywords: Entrepreneurship; Investment; Disruptive Innovation; Technological Innovation; Marketing strategy; Partners And Partnerships; Competition
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      Gupta, Sunil, Kavita Shukla, and Zachary Scott Clayton. "Backchannelmedia: Making Television 'Clickable'." Harvard Business School Case 509-026, April 2009. (Revised August 2009.)
      • December 2000
      • Background Note

      Online Portals

      By: Thomas R. Eisenmann and Sanjay Pothen
      Describes the online portal business model. Analyzes the model, focusing on the tactics used to acquire new users, turn new users into repeat visitors, and monetize user traffic. Explains portals' revenue and cost drivers and their implications for pursuing aggressive...  View Details
      Keywords: Business Model; Web Services Industry
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      Eisenmann, Thomas R., and Sanjay Pothen. "Online Portals." Harvard Business School Background Note 801-305, December 2000.
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      Evernote: Monetization Strategy
      Evernote: Monetization Strategy & Evernote (B): Announcing a Pricing Plan Change
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