Brooke Boyarsky Pratt (HBS '13) enjoyed considerable success in her early career, quickly climbing the ranks to associate partner at McKinsey, and later becoming an executive vice president at Berkadia, a Berkshire Hathaway portfolio company. Throughout these years, she had also felt a strong desire to follow her passion and make a difference but had never been able to determine what that meant for her. However, as someone who had struggled with her weight since she was young, a routine visit to the doctor in 2020 where she experienced weight stigma yet again turned into a clarion call, and led Boyarsky Pratt to consider finding some way to address the problem of obesity care. After wrestling with the idea for nearly two years, Boyarsky Pratt quit her job at Berkadia to start knownwell, an integrated weight and primary care provider that had made business model and service design choices to specifically support people with obesity. In December 2022, knownwell raised a $4.5m seed round, and in the spring of 2023, opened its first weight-inclusive clinic in the Boston area to glowing and touching patient reviews. Looking to the future, Boyarsky Pratt had to make a fundamental decision on how she wanted to grow knownwell. Should she grow slowly and build a small footprint of clinics in the area over the next few years? Or should she scale fast to potentially help millions of people across the U.S. struggling with their weight feel better served by their doctor? This decision had both professional and personal implications. Which path should she take?
Launched in 2021, the #Donate2Help campaign of Dish TV India Ltd. (DTIL) encourages its subscribers to donate their unused set-top boxes (STBs) to underprivileged people for a noble cause. Using electronic devices, users can access free satellite infotainment content made available by the state-owned Doordarshan. The campaign was promoted through an advertisement showing the benefits of a STB for a rural girl who had limited internet access who used the device to gain access to content that furthered her education. DTIL intended to have a positive social impact and monetize the unused STBs. This campaign, the first in the direct-to-home industry, helped the company create positive brand perception. The reuse of unused STBs helps reduce e-waste by extending the life of the devices and not dumping them in landfills prematurely. However, the campaign needed more visibility, and its impact could have been better. DTIL intends to expand and scale up the campaign as a part of its adoption of environmental, social, and governance (ESG) guidelines.<br><br>India, the first country to make corporate social responsibility (CSR) mandatory by law, added an ESG framework to the Business Responsibility and Sustainability Report (BRSR) required by Indian companies in 2022-23. Initiatives like #Donate2Help are significant as regulatory obligations and stakeholder expectations pressure companies to contribute to ESG through their business processes and operations. Is there an overlap between CSR and ESG? How should the company operationalize its ESG commitment beyond regulatory compliance? What are the critical factors for successful ESG adoption in a competitive market being disrupted by ongoing technological advancements?
Indigenous people "continue to have shorter life spans, poorer health, higher unemployment, lower educational levels, and generally far poorer socio-economic conditions than the Canadian average." To address these issues and build economic self-sufficiency, First Nations communities must be able to exercise their rights to the land they have occupied for millenniums. In British Columbia, most First Nations have never extinguished their Aboriginal title rights, so according to the Canadian Constitution and multiple Supreme Court of Canada rulings, First Nations hold the legal rights to most of the public land in British Columbia (BC), although they must fight in court to prove this for each and every parcel. Although title was never legally extinguished for private land either, private land is not addressed in this note. As of 2021, real estate comprises the largest portion of Canada's gross domestic product, and property values have reached historic highs. This presents an opportunity for First Nations to use their land to generate wealth and address the socio-economic issues that are keeping their communities from meeting the same standards as the rest of Canada. First Nations in Vancouver and beyond have been buying large parcels of land from the federal and provincial governments for residential development, offering long-term leases and rental properties on the developed land. To be clear, this is land in the First Nations' own territories-which they could pursue rights to and might very well win-but proving this would likely involve very long court cases lasting many years and costing many millions of dollars. During this time, a great deal of money would be spent but none generated. So instead, out of pragmatism, some First Nations have chosen to buy land fee simple and develop it. The note specifically does not ask students to comment on the conduct of Indigenous Peoples.
Indigenous people “continue to have shorter life spans, poorer health, higher unemployment, lower educational levels, and generally far poorer socio-economic conditions than the Canadian average.” To address these issues and build economic self-sufficiency, First Nations communities must be able to exercise their rights to the land they have occupied for millenniums. In British Columbia, most First Nations have never extinguished their Aboriginal title rights, so according to the Canadian Constitution and multiple Supreme Court of Canada rulings, First Nations hold the legal rights to most of the public land in British Columbia (BC), although they must fight in court to prove this for each and every parcel. Although title was never legally extinguished for private land either, private land is not addressed in this note.<br><br>As of 2021, real estate comprises the largest portion of Canada’s gross domestic product, and property values have reached historic highs. This presents an opportunity for First Nations to use their land to generate wealth and address the socio-economic issues that are keeping their communities from meeting the same standards as the rest of Canada. First Nations in Vancouver and beyond have been buying large parcels of land from the federal and provincial governments for residential development, offering long-term leases and rental properties on the developed land. To be clear, this is land in the First Nations’ own territories—which they could pursue rights to and might very well win—but proving this would likely involve very long court cases lasting many years and costing many millions of dollars. During this time, a great deal of money would be spent but none generated. So instead, out of pragmatism, some First Nations have chosen to buy land fee simple and develop it. The note specifically does not ask students to comment on the conduct of Indigenous Peoples.
Launched in 2021, the #Donate2Help campaign of Dish TV India Ltd. (DTIL) encourages its subscribers to donate their unused set-top boxes (STBs) to underprivileged people for a noble cause. Using electronic devices, users can access free satellite infotainment content made available by the state-owned Doordarshan. The campaign was promoted through an advertisement showing the benefits of a STB for a rural girl who had limited internet access who used the device to gain access to content that furthered her education. DTIL intended to have a positive social impact and monetize the unused STBs. This campaign, the first in the direct-to-home industry, helped the company create positive brand perception. The reuse of unused STBs helps reduce e-waste by extending the life of the devices and not dumping them in landfills prematurely. However, the campaign needed more visibility, and its impact could have been better. DTIL intends to expand and scale up the campaign as a part of its adoption of environmental, social, and governance (ESG) guidelines.<br><br>India, the first country to make corporate social responsibility (CSR) mandatory by law, added an ESG framework to the Business Responsibility and Sustainability Report (BRSR) required by Indian companies in 2022–23. Initiatives like #Donate2Help are significant as regulatory obligations and stakeholder expectations pressure companies to contribute to ESG through their business processes and operations. Is there an overlap between CSR and ESG? How should the company operationalize its ESG commitment beyond regulatory compliance? What are the critical factors for successful ESG adoption in a competitive market being disrupted by ongoing technological advancements?
There is a growing trend of social media creators producing and sharing content about their jobs and employers on platforms like TikTok, YouTube, and Instagram. Successful employee-creators can provide their employers with enormous marketing value. Still, most organizations are reluctant or don't know how to support employees in creating content that benefits their brands. A Duke University social marketing professor shares seven steps to help businesses cultivate internal creator talent.
The UK brand Vimto was successfully integrated with the Ramadan season in the Persian Gulf region, which presented a compelling narrative of strategic brand adaptation and cultural sensitivity. Through a strategic partnership between the British company Nichols plc and the Saudi company Aujan Group Holding, Vimto transcended its origins from a simple cordial beverage to become an iconic symbol of the Muslim holy month, deeply embedded in the traditions and celebrations of millions of consumers. This transformation was driven by insightful marketing strategies that aligned the brand with the values and rituals of the Ramadan holy month, fostering a strong emotional connection with consumers across the Gulf. The collaboration between Nichols plc and Aujan Group Holding leveraged deep local insights and familial networks. It also exemplified the critical role of local partnerships in navigating the complexities of international markets.
This case details the journey of Chengdu Zhiyuanhui Information Technology Co., Ltd. (referred to as "Zhiyuanhui") in pioneering digital innovations within public transport since its inception in 2010. From the start, Zhiyuanhui resolutely adopted a strategy combining digital technology innovation with scenario-based applications. By continually refining these integrations, Zhiyuanhui introduced first-of-their-kind products to the world. These included the "Smart Screen," "QR Code Riding," "Facial Recognition Riding," and "Masked Facial Recognition Riding," providing an ever-evolving comprehensive smart transit management service system in settings such as subways. In 2020, Zhiyuanhui ventured into smart city construction, bringing achievements as well as new competitive challenges and market conditions. By February 2022, it had become imperative for Deng Bo to reevaluate Zhiyuanhui's long-held development strategies. How could they refine their smart city model of "digital technology + scenario operations" within the smart transportation domain? Moreover, what strategic priority should have been assigned to digital technology versus scenario operations?
The UK brand Vimto was successfully integrated with the Ramadan season in the Persian Gulf region, which presented a compelling narrative of strategic brand adaptation and cultural sensitivity. Through a strategic partnership between the British company Nichols plc and the Saudi company Aujan Group Holding, Vimto transcended its origins from a simple cordial beverage to become an iconic symbol of the Muslim holy month, deeply embedded in the traditions and celebrations of millions of consumers. This transformation was driven by insightful marketing strategies that aligned the brand with the values and rituals of the Ramadan holy month, fostering a strong emotional connection with consumers across the Gulf. The collaboration between Nichols plc and Aujan Group Holding leveraged deep local insights and familial networks. It also exemplified the critical role of local partnerships in navigating the complexities of international markets.
The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot's acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI could impact marketing and sales processes in two ways: hyperpersonalized and contextual content generation to feed the top of their sales funnels and intelligent chatbots for business development and sales prospect customer service further down in their sales funnels. Could and should AI be a substitute for the people involved in HubSpot's marketing and sales processes? Or, was it better utilized as a complementary tool, a co-pilot or digital assistant to marketers, salespeople, and chat reps? How might HubSpot benefit from and/or suffer from having AI be the face of its brand to its customers? How might the relationships the company formed with its customers change if customers interacted with AI-generated content and AI-fueled chatbots as opposed to being inspired by and interacting with humans? Would generative AI prove to be a sustainable competitive advantage for HubSpot and would it show a positive return-on-investment, or not?
Established in 1995 by a group of ex-British intelligence officers, Hakluyt & Company (Hakluyt) was a corporate advisory firm that generated insights by leveraging a unique blend of internal expertise and a global network of well-connected individuals. Since 2019, the firm was under the leadership of Varun Chandra, a young and dynamic managing partner who had steered Hakluyt into remarkable growth and heightened ambition. By 2023, Hakluyt had transformed into a 113.1 million pound business, boasting 196 employees spread across 13 strategic international offices. However, this rapid expansion and evolving identity engendered some tension within the firm, particularly as Chandra's tenure as managing partner approached its end. This case study chronicles Hakluyt's transformation from a specialized niche intelligence firm to becoming trusted advisors and details its unique business model, evolution under various leaders, and recruitment and compensation strategies. It also examines the challenges accompanying rapid growth, including implementing leverage, professionalizing operations, addressing long-term equity structures, and preserving the firm's distinct culture.
Keeping humans in the loop with AI systems is meant to mitigate concerns about unintended consequences of AI systems and facilitate intervention when those systems make questionable recommendations. However, ongoing research is finding that when using an automated system, humans often fail to engage their sense of responsibility in favor of trusting the AI.
Mastry Maltings, founded in 1990 in rural Saskatchewan, Canada, supplies malt to brewers, distillers, and food manufacturers. As the company expands, new regulatory traceability requirements challenge its reliance on Excel spreadsheets for data management. The malting process—from grain procurement to blending—requires detailed documentation for quality control and compliance purposes. This case focuses on designing a scalable data model to track grain lots, malt batches, machinery, operators, and customers while integrating quality control. Students will develop a database system to ensure compliance and efficiency and support business analytics.
This case examines the diversity, equity, and inclusion (DEI) hiring- and retention-related challenges encountered by Amazon.com's FAR1 location in Fargo, North Dakota, at the end of 2021. John Sabo, FAR1's general manager and hiring team leader, had one main goal: to hire and train a diverse team of 1,446 Amazonians by the facility's opening date in December 2021. However, there were many barriers to achieving this goal, including potential candidates' negative perception of Amazon's workplace environment due to its negative track record of employee safety and well-being, especially with regard to under-represented groups. To complicate matters, there was a limited supply of qualified, under-represented candidates in Fargo. Could Sabo and his team find a way to meet Amazon's DEI goals while also ensuring adequate staffing? Were there solutions they had overlooked? Should they develop separate strategies for managers and employees? Further complicating the team's decision, DEI initiatives were not universally embraced, and there were questions on the efficacy of DEI programs. The success of FAR1 and its potential to serve as a blueprint for future warehouse expansion hung in the balance.
On a day in early June 2017, Fadi Kanaan, a member of the organizing committee of the Beirut International Model United Nations (BEYMUN) conference at the American University of Beirut (AUB), sat in front of college hall feeling very excited yet worried. He had just received an email informing him that he would be the secretary-general of the annual Model United Nations conference at AUB in the spring of 2018. BEYMUN invited students from universities worldwide who were interested in addressing global concerns and prevailing world topics in a real-life simulation of the United Nations committee sessions. This conference was the perfect opportunity for participants to tackle such topics as regional conflicts, women and children, human rights, peacemaking, disarmament, economic and social development, and the environment while working in committees for Disarmament and International Security, Economic and Financial, Social Humanitarian and Cultural, and Special Political and Decolonization. But Kanaan was worried how BEYMUN would manage the overwhelming application process. Previously, the BEYMUN team had experienced issues with organizing large events, and Kanaan realized the existing system that received applications was inadequate for processing the hundreds of applications he expected the conference to receive. He knew that within two weeks of announcing the conference dates, applications would start to pour in. Kanaan and the team had to respond to each application before a deadline. Now was the time for BEYMUN to develop a system that would efficiently manage and process the applications to help organize a successful conference.