Category: teaching materials

Teaching materials including teaching cases, notes, and slides

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The Market Power of Platform-Mediated Networks (teaching materials)

Edelman, Benjamin. “The Market Power of Platform-Mediated Networks.” Harvard Business School Technical Note 914-029, January 2014. (Revised March 2015.) (educator access at HBP. request a courtesy copy.)

This note provides criteria to evaluate the power of a platform-mediated network. For a company considering building such a network or an investor considering funding such an effort, this analysis reveals the scope and desirability of the opportunity. Meanwhile, for a company doing business with such a network, as a supplier or as a customer, this note provides strategies to shift the split of surplus to the company’s benefit.

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Mobilizing an Online Business (teaching materials) with Peter Coles

Coles, Peter, and Benjamin Edelman. “Mobilizing an Online Business.” Harvard Business School Background Note 913-061, June 2013. (educator access at HBP. request a courtesy copy.)

Entrepreneurs starting online businesses often need to mobilize multiple sets of users or customers, each of whom hesitates to participate unless others join also. This case presents several challenges with similar structure.

Supplements:

Mobilizing an Online Business — slide supplement – PowerPoint Supplement (HBP 913702)

Mobilizing an Online Business — slide supplement (widescreen) – PowerPoint Supplement (HBP 914053)

Teaching Materials:

Mobilizing an Online Business – Teaching Note (HBP 913062)

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SaferTaxi: Connecting Taxis and Passengers in South America (teaching materials) with Peter Coles

Coles, Peter, and Benjamin Edelman. “SaferTaxi: Connecting Taxis and Passengers in South America.” Harvard Business School Case 913-041, April 2013. (Revised October 2014.) (educator access at HBP. request a courtesy copy.)

SaferTaxi, a taxi booking service in South America must develop its mobilization strategy; that is, it must attract enough passengers and drivers to make its service worthwhile for all. Drivers hesitate to pay for SaferTaxi’s smartphones and service unless these will deliver passenger bookings—and passengers have no reason to sign up unless drivers are available. Meanwhile, regulators question the permissibility of online taxi booking in light of regulatory requirements, and some existing taxi booking vendors feel threatened by SaferTaxi’s efforts to enter the market. As SaferTaxi attempts to satisfy these diverse constituents, international competition looms. What should SaferTaxi’s founders do next?

Teaching Materials:

SaferTaxi: Connecting Taxis and Passengers in South America – Teaching Note (HBP 913063)

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Pricing and Partnership at Zillow, Inc. (teaching materials) with Peter Coles

Coles, Peter, and Benjamin Edelman. “Pricing and Partnership at Zillow, Inc.” Harvard Business School Case 913-021, November 2012. (Revised March 2015.) (educator access at HBP. request a courtesy copy.)

As Zillow’s real estate search service gains user adoption, some real estate professionals question Zillow’s policies, fees, and power. Dissatisfied real estate professionals could remove listings from Zillow, reducing the service’s value to users. Should Zillow adjust its approach in order to address complaints?

Teaching Materials:

Pricing and Partnership at Zillow, Inc. – Teaching Note (HBP 914043)

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Airbnb (teaching materials) with Michael Luca

Edelman, Benjamin, and Michael Luca. “Airbnb (A).” Harvard Business School Case 912-019, December 2011. (Revised March 2012.) (educator access at HBP. request a courtesy copy.)

After widely-publicized complaints of destructive guests and unreliable hosts, online apartment rental site Airbnb explores mechanisms to facilitate trust between guests and hosts. Flexible online reputation systems can collect and share information with ease, but Airbnb must decide which information guests and hosts should have to provide and how much flexibility each should have in selecting who to do business with. A full-featured system could provide all the information users have been requesting, but would it be too complicated for routine use?

Supplements:

Airbnb (B) – Supplement (HBP 912019)

Teaching Material:

Airbnb (A) and (B) – Teaching Note (HBP 912021)

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Attack of the Clones: Birchbox Defends Against Copycat Competitors (teaching materials) with Peter Coles

Coles, Peter A., and Benjamin Edelman. “Attack of the Clones: Birchbox Defends Against Copycat Competitors.” Harvard Business School Case 912-010, November 2011. (Revised October 2014.) ( educator access at HBP. request a courtesy copy.)

Birchbox offers trial-sized beauty products delivered monthly by mail—attracting rave reviews. Seeing the success of this model, numerous “copycat” clones seek to offer the same service. Many of these copycats focus on non-U.S. countries, but others are challenging Birchbox on its home territory. Can Birchbox defend its position? How?

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The Online Economy: Strategy and Entrepreneurship — Course Architecture Note (teaching materials) with Peter Coles

Coles, Peter, and Benjamin Edelman. “The Online Economy: Strategy and Entrepreneurship — Course Architecture Note.” Harvard Business School Course Overview Note 911-069, April 2011. (Revised February 2015.) (educator access at HBP. request a courtesy copy.)

This note provides an overview of the Harvard Business School course “The Online Economy: Strategy and Entrepreneurship.” It covers the framework for the course, key principles within each course module, and a synopsis of each case, along with the lessons the case is meant to convey.

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Online Marketing at Big Skinny (teaching materials) with Scott Kominers

Edelman, Benjamin, and Scott Duke Kominers. “Online Marketing at Big Skinny.” Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (educator access at HBP. request a courtesy copy.)

Describes a wallet maker’s application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Discusses similarities and differences between online and off-line marketing, as well as issues of marketing campaign evaluation.

Supplement:

Online Marketing at Big Skinny — slide supplement – PowerPoint Supplement (HBP 912006)

Teaching Materials:

Online Marketing at Big Skinny – Teaching Note (HBP 911034)