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From TV to Web: Content Strategies for Ads That Drive Online Sales
Teixeira, Thales S.Article ART-2643-EInnovation and Change, Knowledge and Communication, MarketingConsumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV advertising remain an effective means of promoting and selling products and services? In this article, the author draws upon his research to argue that TV advertising remains a powerful v...Starting at €8.20
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Digital Transformation at Brazilian Retailer Magazine Luiza (Spanish version)
Teixeira, Thales S.; Guissoni, Leandro; Veludo-de-Oliveira, Tania ModestoCase HBS-519S17Marketinggrow fast and be profitable. Should Trajano opt for more aggressive growth or proceed more conservatively?Starting at €8.20
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Growing from One Thousand to One Million Customers (Spanish version)
Teixeira, Thales S.; Brown, MorganCase HBS-518S08MarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Amazon Go: Venturing into Traditional Retail
Wiboon Kittilaksanawong; Aurelia KarpCase IVEY-9B17M092-EEntrepreneurship, StrategyIn December 2016, Amazon.com, Inc. (Amazon), the largest online retailer, entered the offline retailing industry by launching its first Amazon Go store in Seattle. Previously, the company had entered the food, diaper, and housekeeping product manufacturing industries with its Amazon Elements brand. The company had not been profitable until 2001 and was still facing some financial difficulties, but it was named the fourth most valuable public comp...Starting at €8.20
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When Trolls Attack: Carbonite vs. Oasis Research
Cohen, Lauren H.; Gurun, Umit G; Kominers, Scott Duke; Mehta, SarahCase HBS-219001-EEconomicsThis case, set in October 2017, follows Danielle Sheer, general counsel for Carbonite, as she defends the company against claims of patent infringement. It provides a broad overview of the U.S. patent system and explores the impact that non-practicing entities (sometimes also called "patent trolls") can have on companies.Starting at €8.20
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Making Virtual Reality Real
Zhu, Feng; Mehta, Sarah; Lane, DavidCase HBS-617013-EService and Operations ManagementThis note describes virtual reality and augmented reality technologies, and describes the main consumer products on offer in 2016 and their manufacturers. It also surveys existing applications of virtual and augment reality technologies.Starting at €8.20
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Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers
Teixeira, Thales S.; Brown, MorganCase HBS-516108-EMarketingBy 2016, two-sided online platforms (or marketplaces) were pervasive among the highest growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products or services with customers demanding them. Among the most notable two-sided platforms in terms of their tremendous early growth were Airbnb, Etsy and Uber. They offered short-term property rentals, handcrafted goods, and car rides, respectively. ...Starting at €8.20
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Selling on Amazon at Tower Paddle Boards
Teixeira, Thales S.; Lopez-Lengowski, DavidCase HBS-517047-EBy June 2012, Stephan Aarstol felt that he had successfully passed the first critical stage of his ecommerce business. As the founder and CEO of a standup paddleboard (SUP) business, he had built a strong relationship with Asian manufacturers, built a small warehouse and fulfillment center, designed an innovative line of inflatable SUPs, and built an ecommerce website that sold boards and accessories to consumers. After the rising trend in intere...Starting at €8.20
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Luminopia: Improving Treatment for Visual Disorders
Chung, Doug J.; Mehta, SarahCase HBS-517065-EMarketingLuminopia-a start-up founded in January 2016 by three Harvard College freshmen-uses virtual reality technology to treat amblyopia (more commonly called "lazy eye"), the single biggest cause of visual disorders among children. By February 2017, the three founders had raised $950,000 in angel funding and developed a prototype of their virtual reality product, which was in use in clinical trials at Boston Children's Hospital. As the founders prepare...Starting at €8.20
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International Institute of Tropical Agriculture
Alvarez, Jose B.; Mehta, SarahCase HBS-518034-ELeadership and People ManagementIt is July 2017, and Dr. Nteranya Sanginga, the director general of the Nigeria-based International Institute of Tropical Agriculture (IITA), is making progress toward two of his primary strategic objectives for the nonprofit research Institute: 1) to scale the impact and reach of some of the IITA's most commercially viable products and technologies by working with the private sector, and 2) to address Nigeria's massive youth unemployment problem...Starting at €8.20