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Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
- March 2021 (Revised March 2021)
- Case
Hotwire.com: Navigating Through Turbulence
By: Jeffrey F. Rayport, Manny de Zarraga and Eric Levine
On September 10, 2001, after speaking at an industry conference at New York’s World Trade Center, Hotwire co-founder Spencer Rascoff boarded a flight from Newark to San Francisco. After returning home, Rascoff awoke the next morning to a phone call informing him that...
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Keywords:
San Francisco
- January 2021 (Revised February 2021)
- Case
Carnival Corporation: Cruising Through COVID-19
By: Stuart C. Gilson and Sarah Abbott
In March 2020, in response to the global pandemic, the cruise industry ceased operations. Carnival was the largest cruise line operator in the world, and CEO Arnold Donald and his management team worked to position the company to survive. They slashed operating...
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- January 2021
- Supplement
What Went Wrong with Boeing’s 737 Max? (B)
By: William W. George and Amram Migdal
Following the March 10, 2019, crash of Ethiopian Airlines flight 302, en route to Nairobi, Kenya and the October 29, 2018, downing of Lion Air flight 610 as it took off from Jakarta, Indonesia, Boeing’s 737 Max jet, the model flown in both instances, was grounded by...
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Keywords:
Ethics;
Values and Beliefs;
Governance;
Corporate Accountability;
Governance Controls;
Governing Rules, Regulations, and Reforms;
Leadership;
Management;
Business or Company Management;
Crisis Management;
Risk Management;
Organizations;
Organizational Culture;
Problems and Challenges;
Risk and Uncertainty;
Safety;
Failure;
Transportation;
Air Transportation;
Aerospace Industry;
Air Transportation Industry;
North America;
United States
- September 2020
- Case
Jan Swartz: Steering Princess Cruises Through the COVID-19 Crisis
By: Boris Groysberg and Michael Norris
In the summer of 2020, Jan Swartz, President of Princess Cruises, was persevering to lead her company back from the depths of the COVID-19 Pandemic. Diamond Princess, one of Princess Cruises’ 18 ships was the site of one of the earliest large outbreaks of COVID-19...
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- May 2020 (Revised June 2020)
- Case
The Coronavirus (COVID-19) Pandemic and the Global Economy (A)
By: Alberto Cavallo and Christian Godwin
In April 2020, the world struggled to contain the exponential escalation of the coronavirus (COVID-19) pandemic. Dozens of countries had imposed restrictions on travel, work, and social gatherings. A large share of the global population was under lockdowns and...
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Keywords:
Demand and Consumers;
Supply and Industry;
Finance;
Central Banking;
Financial Markets;
International Finance;
Globalization;
Government and Politics;
Health Pandemics;
Decision Making;
Macroeconomics;
Employment;
Crisis Management;
Supply Chain;
Risk and Uncertainty;
Air Transportation Industry;
Banking Industry;
Consumer Products Industry;
Employment Industry;
Financial Services Industry;
Food and Beverage Industry;
Health Industry;
Medical Devices and Supplies Industry;
Pharmaceutical Industry;
Public Administration Industry;
Retail Industry;
Service Industry;
Shipping Industry;
Tourism Industry;
Travel Industry;
Asia;
China;
Europe;
Latin America;
Africa;
United States
- 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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- 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;
Tourism Industry;
Accommodations Industry;
United Kingdom;
London;
Europe
- March 2020 (Revised May 2021)
- Case
Michelin: Building a Digital Service Platform
By: Sunil Gupta and Christian Godwin
Concerned about the slow growth in the tire market, Florent Menegaux, Michelin’s CEO, set out to redefine the company as a mobility company. As part of this growth strategy, Michelin started offering a host of services such as fleet management and tire-as-a-service. In...
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- November 2019
- Case
TripAdvisor: An Itinerary for Growth
By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow....
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- November 2019 (Revised April 2020)
- Case
Away: Scaling a DTC Travel Brand
By: Jill Avery and Joseph B. Fuller
Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three...
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Keywords:
Brand Management;
Dtc;
E-commerce;
Brand Extension;
Lifestyle Brand;
Customer Segmentation;
Retailing;
Scaling And Growth;
Startup;
Brands and Branding;
Marketing;
Marketing Strategy;
Marketing Channels;
Entrepreneurship;
Venture Capital;
Consumer Behavior;
Growth and Development Strategy;
Business Startups;
Consumer Products Industry;
Travel Industry;
United States;
North America
- 2019
- Chapter
Merchants and the Origins of Capitalism
By: Sophus A. Reinert and Robert Fredona
N.S.B. Gras, the father of business history in the United States, argued that the era of mercantile capitalism was defined by the figure of the “sedentary merchant,” who managed his business from home, using correspondence and intermediaries, in contrast to the earlier...
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- 2019
- Working Paper
Network Interconnectivity and Entry into Platform Markets
Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas other platform networks may comprise local clusters in which buyers...
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- November 2018 (Revised August 2020)
- Case
The Reinvention of Kodak
By: Ryan Raffaelli and Christine Snively
The Eastman Kodak Company (Kodak) was a name familiar to most Americans. The company had dominated the film and photography industry through most of the 20th Century and was known for making affordable cameras (and the “Kodak Moment”) and supplying the movie industry...
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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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- August 2018
- Teaching Note
Wilderness Safaris: Ecotourism Entrepreneurship
By: James E. Austin, Megan Epler Wood and Herman B. "Dutch" Leonard
Teaching Note for HBS No. 318-040.
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- April 2018
- Case
Wilderness Safaris: Ecotourism Entrepreneurship
By: James E. Austin, Megan Epler Wood and Herman B. "Dutch" Leonard
Wilderness Safaris sees itself as a conservation company that is built on a business model of providing high-end, premium-priced wildlife safaris in various locations in Africa. Dependent on functioning, healthy ecosystems for its long-term survivability as a business,...
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Keywords:
Sustainability;
Conservation Planning;
Corporate Social Responsibility;
Ecotourism;
Strategy;
Social Enterprise;
Social Entrepreneurship;
Environmental Sustainability;
Corporate Social Responsibility and Impact;
Expansion;
Growth and Development Strategy;
Tourism Industry;
Entertainment and Recreation Industry;
Travel Industry;
Africa;
Botswana
- March 2018
- Case
Chaudhary Group: Rebuilding Nepal
By: Christopher J. Malloy, Lauren H. Cohen and Inakshi Sobti
After the 2015 Nepal earthquake, the Chaudhary Group, a billion-dollar conglomerate in Nepal, decides to play a pivotal role in rebuilding the country. The Group's philanthropic arm (Chaudhary Foundation) works with stakeholders and develops a blue print for short- and...
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Keywords:
Leadership;
Family Business;
Decision Choices and Conditions;
Developing Countries and Economies;
Social Entrepreneurship;
Values and Beliefs;
Venture Capital;
Microfinance;
Geographic Location;
Collaborative Innovation and Invention;
Management;
Crisis Management;
Management Teams;
Resource Allocation;
Business and Community Relations;
Business and Government Relations;
Natural Disasters;
Social and Collaborative Networks;
Social Issues;
Business Strategy;
Consumer Products Industry;
Banking Industry;
Auto Industry;
Real Estate Industry;
Travel Industry;
Nepal
- March 2018
- Supplement
Chaudhary Group: Rebuilding Nepal (B)
By: Christopher J. Malloy, Lauren H. Cohen and Inakshi Sobti
Supplements the (A) case. Having successfully spearheaded relief work in the aftermath of the Nepal earthquake, the Chaudhary Foundation envisions creating a more comprehensive and sustainable development model. They are keen to build a model village that integrates...
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Keywords:
Leadership;
Family Business;
Decision Choices and Conditions;
Developing Countries and Economies;
Social Entrepreneurship;
Values and Beliefs;
Venture Capital;
Microfinance;
Geographic Location;
Collaborative Innovation and Invention;
Management;
Crisis Management;
Management Teams;
Resource Allocation;
Business and Community Relations;
Business and Government Relations;
Natural Disasters;
Social and Collaborative Networks;
Social Issues;
Business Strategy;
Consumer Products Industry;
Banking Industry;
Auto Industry;
Real Estate Industry;
Travel Industry;
Nepal
- February 2018
- Case
EmQuest: Travel Distribution in the Digital Era
By: Karim R. Lakhani and Gamze Yucaoglu
EmQuest, Emirates Group’s travel distribution company, must decide what to do with its contract with the global distribution system it uses, Sabre. Since its founding in 1988, EmQuest was servicing travel agents in the MENA region by providing a connection to over 400...
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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;
Accommodations Industry;
Tourism Industry;
United States;
North America;
Europe;
Asia