Case Studies

This listing contains abstracts and ordering information for case studies written and published by faculty at Stanford GSB.

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|E688
Robert Siegel, Jeffrey Conn
2020

This case describes 23andMe CEO and cofounder Anne Wojcicki’s founding story and her recent attempts to scale the company’s direct-to-consumer genetic testing franchise while simultaneously expanding its pharmaceutical development aspirations.

|E699
George Foster, Jeffrey Conn
2020

This case provides an overview of the founding and scaling story of British health and wellness company Clinova. The case outlines the fledgling company’s early marketing successes signing up-and-coming athletes and sports franchises, as well...

|E690
Robert Chess, Jeffrey Conn
2020

This case examines Nike’s push to develop a sneaker specifically engineered for walking and a luxury apparel line which are both purposefully marketed to an older demographic, a first for the company. The case focuses...

|E693
Peter Ziebelman, Joseph Golden
2020

The main purpose of the Venus Medtech case is to give students a greater appreciation for the scale, sophistication, and competitiveness of the innovation landscape outside of Silicon Valley, with particular focus on China. Through...

|E703
Robert Chess, Joseph Golden
2020

This case considers the state of telehealth, or the remote delivery of healthcare services via telecommunications technology, in 2019. Doctor On Demand, a promising start-up in the space, sought to solve the four main challenges...

|E701
Russell Siegelman, Laura Hattendorf, Mitchel Scott
2020

The case follows Erica Mackey, CEO of early childhood education impact venture MyVillage, as she determines the growth path of the company after a recent fundraise. Particular issues explored include tensions between growth and mission,...

|E704
Robert Chess, Milana Shapira
2020

Moshe Pinto, CEO, and Darin Buxbaum, COO, sat in their small conference room in Redwood City in what used to be the training facility for the San Francisco 49’ers. It had been four years since...

|E666
Stephen Ciesinski, Jeffrey Conn
2019

This case provides an overview of the founding and scaling of Chinese artificial intelligence-enabled adaptive learning company Squirrel AI. The case details founder Derek Haoyang Li’s struggles to build and scale a comprehensive cutting-edge product...

|E687
Stephen Ciesinski, Howie Rosen, Abeer Nijmeh, Mitchel Scott, Blake Kavanaugh, Jeffrey Conn, Deborah Whitman, Ryan Kissick
2019

Entrepreneurs looking to launch start-ups in developing economies must confront numerous challenges that their peers in more developed countries may be less likely to encounter. Depending on the country in which they are operating, entrepreneurs...

|E700
Robert Siegel, Mitchel Scott
2019

The Invoice2Go case follows CEO Greg Waldorf and Head of Product Tanya Maddalena as they re-organize the product management team and begin re-energizing the product of this established and profitable mobile invoicing tech company. Particular...

|E694
Robert E. Siegel, Blake Kavanaugh
2019

CircleUp was founded in 2012 as a marketplace that matched accredited investors to emerging consumer packaged goods companies. A tool that the team developed early-on to reduce the friction involved in finding and evaluating new...

|E686
Robert Siegel, Patrick Robinson
2019

Align Technologies was a leader in disrupting the orthodontist and dental markets with the original development of clear plastic aligners, which allowed for customized solutions to malocclusions, the incorrect alignment of teeth and jaws. Unlike...

|E692
Robert A. Burgelman, Joseph N. Golden, Amit Sridharan
2019

This note examines the corporate venture capital (CVC) industry, which has played an increasingly large role in the global innovation ecosystem, especially in Silicon Valley, over the last decade. The contents of the note include:...

|E675
Stefanos Zenios, Matt Saucedo
2019

Fundbox provides students with an in-depth look at how a financial technology company prototyping learning systems that allowed the team to quickly learn about their users’ most critical pain points. Once the team establishes a...

|E660
Robert A. Burgelman, Joseph N. Golden, Amit Sridharan
2019

Since its founding in the late 1990s, JetBlue Airways has been known as an innovator in the U.S. airline industry. This case explores how in the mid- to late-2010s, JetBlue sought to drive further innovation...

|E685
Shai Bernstein, Robert E. Siegel, Joseph N. Golden
2019

David Bladow and Matthew Schwab, close friends and former college roommates, left their jobs and moved to San Francisco to start a new venture together. After exploring the gifting industry, they ultimately focused on floral...

|E679
David Dodson
2019

Bonuses are an important part of any CEO’s toolkit. This white paper outlines specific steps to follow in establishing or revamping a company’s bonus structure, and how this part of the compensation system can reward...

|E661
Peter Reiss, Jeffrey Conn
2019

This case examines the founding story of machine learning-enabled lending platform Mines and CEO Ekechi Nwokah. The case focuses on Nwokah’s exploration and initial analysis of the different potential verticals and geographies his team could...

|E678
David Dodson
2019

How much information is enough, when it comes to investor reports? For early CEOs, this white paper offers practical advice and best practices on the preparation of these reports. The best reports, the white paper...

|E677
David Dodson
2019

Buying a company is a high-stakes and complex process, and involves an in-depth review of hundreds of pages of legal documents. This white paper gives a full listing of these important documents and what each...