Publications
Publications
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- Faculty Publications (20)
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- March 2022 (Revised July 2022)
- Teaching Note
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- February 2022
- Teaching Note
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli
Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120...
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Keywords:
E-Commerce Strategy;
Mobile;
Word-of-Mouth;
Word Of Mouth;
Word-of-mouth Marketing;
Internet Marketing;
Growth Strategy;
Platform;
Platforms;
Two Sided Markets;
Two-sided Market;
Two-sided Marketplace;
Two-Sided Markets;
Two-sided Network;
Black Entrepreneurs;
Black Leadership;
African Americans;
African-American Protagonist;
Circular;
Peer-to-peer Markets;
Furniture Industry;
Growth Hacking;
Monetization Strategy;
Growth Management;
Marketing Strategy;
Entrepreneurship;
Digital Platforms;
Marketing Channels;
Digital Marketing;
Consumer Behavior;
Acquisition;
Retention;
Growth and Development Strategy;
Customer Focus and Relationships;
Expansion;
Brands and Branding;
E-commerce;
Retail Industry;
Consumer Products Industry;
Technology Industry;
Web Services Industry;
United States;
North America;
New York (city, NY);
New York (state, US)
- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
View Details
Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Digital Marketing;
Internet and the Web;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Social Media;
E-commerce;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- July 2021
- Article
Outsourcing Tasks Online: Matching Supply and Demand on Peer-to-Peer Internet Platforms
By: Zoë Cullen and Chiara Farronato
We study the growth of online peer-to-peer markets. Using data from TaskRabbit, an expanding marketplace for domestic tasks at the time of our study, we show that growth varies considerably across cities. To disentangle the potential drivers of growth, we look...
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- February 2021 (Revised March 2021)
- Case
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli and Jamie Merkrebs
AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its...
View Details
Keywords:
E-Commerce Strategy;
Mobile;
Word-of-Mouth;
Word-of-mouth Marketing;
Word Of Mouth;
Internet Marketing;
Growth Strategy;
Platform;
Platforms;
Two Sided Markets;
Two-sided Market;
Two-sided Marketplace;
Two-Sided Markets;
Two-sided Network;
Black Entrepreneurs;
Black Leadership;
African Americans;
Circular;
Peer-to-peer Markets;
Furniture Industry;
Furniture;
Growth Hacking;
Monetization Strategy;
African-American Protagonist;
Growth Management;
Marketing Strategy;
Entrepreneurship;
Digital Platforms;
Marketing Channels;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
E-commerce;
Retail Industry;
Consumer Products Industry;
Technology Industry;
Web Services Industry;
United States;
North America;
New York (city, NY);
New York (state, US)
- 2021
- Working Paper
Exclusive Dealing and Entry by Competing Two-Sided Platforms
By: Cristian Chica, Kenneth Chuk and Jorge Tamayo
We study competition between horizontally differentiated platforms offering exclusive and non-exclusive contracts to one side of the market (content providers). The introduction of non-exclusive contracts in addition to exclusive contracts softens the competition for...
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- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...
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Keywords:
Luxury Brand;
Fashion;
Sharing Economy;
Two-sided Marketplace;
Target Market;
Customer Selection;
Marketing;
Brands and Branding;
Luxury;
Two-Sided Platforms;
Business Model;
Growth and Development Strategy;
Customer Value and Value Chain;
Fashion Industry;
Consumer Products Industry;
United States;
North America
- 9 Jun 2019 - 11 Jun 2019
- Conference Presentation
Disrupting the Disruptors or Enhancing Them? How Blockchain Re-Shapes Two-Sided Platforms
By: Daniel Trabucchi, Antonella Moretto, Tommaso Buganza and Alan MacCormack
- January 2018 (Revised February 2018)
- Technical Note
Making Markets
Explains how to identify and capitalize on marketplace design opportunities. Defines markets and marketplaces and describes the basic functions of each. Discusses attributes (e.g., heterogeneity of participants' preferences and asymmetry in available information) that...
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- December 2017 (Revised March 2019)
- Case
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...
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Keywords:
Brand Management;
Retailing;
Sharing Economy;
Luxury Brand;
Ecommerce;
Startup;
Fashion;
Brand Positioning;
Customer Acquisition;
Internet Marketing;
Marketing;
Marketing Channels;
Marketing Strategy;
Brands and Branding;
Business Startups;
Luxury;
Consumer Behavior;
Growth and Development Strategy;
Social Media;
E-commerce;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
United States;
North America
- 2016
- Working Paper
Pros vs Joes: Agent Pricing Behavior in the Sharing Economy
By: Jun Li, Antonio Moreno and Dennis J. Zhang
One of the major differences between markets that follow a “sharing economy” paradigm and traditional two-sided markets is that the supply side in the sharing economy often includes individual nonprofessional decision makers, in addition to firms and professional...
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- January 2016 (Revised July 2017)
- Case
HourlyNerd
By: Jill Avery and Joseph Fuller
HourlyNerd, a two-sided marketplace platform for matching freelance consultants with small companies looking for help, struggles to define a growth plan for the future. The company, started as a class project in HBS' FIELD 3 course, is assessing three growth paths:...
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- Summer 2015
- Article
Investment Incentives in Open-Source and Proprietary Two-Sided Platforms
By: Ramon Casadesus-Masanell and Gaston Llanes
We study incentives to invest in platform quality in open-source and proprietary two-sided platforms. Open platforms have open access, and developers invest to improve the platform. Proprietary platforms have closed access, and investment is done by the platform owner....
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- January 2010 (Revised May 2012)
- Case
TopCoder (A): Developing Software through Crowdsourcing
By: Karim R. Lakhani, David A. Garvin and Eric Lonstein
TopCoder's crowdsourcing-based business model, in which software is developed through online tournaments, is presented. The case highlights how TopCoder has created a unique two-sided innovation platform consisting of a global community of over 225,000 developers who...
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- April 2009 (Revised November 2012)
- Case
Sermo, Inc.
By: Thomas R. Eisenmann and Lars Peter Christian Nielsen
Sermo operates the leading online professional network for physicians in the United States. Doctors use Sermo free of charge to post surveys regarding diagnostic and treatment concerns and to discuss these concerns, as well as challenges with managing their practices....
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- 2008
- Working Paper
Platform Competition, Compatibility, and Social Efficiency
By: Ramon Casadesus-Masanell and Francisco Ruiz-Aliseda
Katz and Shapiro (1985) study systems compatibility in settings with one-sided plat- forms and direct network effects. We consider systems compatibility in settings with two-sided platforms and indirect network effects to develop an explanation why markets with...
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- July 2008 (Revised September 2009)
- Case
Betfair vs. UK Bookmakers
By: Ramon Casadesus-Masanell and Neil Campbell
Betting exchanges provide an electronic platform that allows ordinary consumers to not only back teams to win, but also to lay odds for other punters to back. This business model allows punters to cut out the middleman of the bookmaker and leads to a much more...
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- July 2007 (Revised March 2008)
- Background Note
Staging Two-Sided Platforms
By: Thomas R. Eisenmann and Andrei Hagiu
Firms that aspire to develop two-sided platforms face a formidable challenge. Prospective users on each side will not invest in the platform until they are confident there will be enough users on the other side. Traditional strategies for dealing with this...
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- Forthcoming
- Article
Marketplace Scalability and Strategic Use of Platform Investment
By: Jin Li, Gary Pisano, Richard Xu and Feng Zhu
The scalability of a marketplace depends on the operations of the marketplace platform as well as its sellers’ capacities. In this study, we explore one strategy that a marketplace platform can use to enhance its scalability: providing an ancillary service to sellers....
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- Research Summary
Strategy and Technology
By: David B. Yoffie
Professor Yoffie’s research examines different aspects of strategy and technology. His most recent research has focused on three areas. The first research topic looks at the dynamics of cooperation and competition among “complements.” In a number of articles and... View Details