OpenAI Inc. suffered a governance crisis in November 2023, when the company’s non-profit board removed chief executive officer (CEO) Sam Altman without warning, then reversed the decision days later following a near-universal employee revolt and intervention by Microsoft. The episode exposed deep tensions within OpenAI’s governance structure: a mission-focused non-profit board, a capital-intensive operating entity, and a powerful commercial partner .....more

Teaching note for product W49378.

Teaching note for product W49309.

This case examines the rapid rise of GoPro Inc. (GoPro) as a maker of rugged action cameras built around the “Be a Hero” identity. Initially positioned for extreme sports enthusiasts, the company became a global brand associated with immersive, first-person storytelling. As growth slowed, GoPro expanded into media, drones, and subscription-based services. Although these moves appeared logical, many struggled to gain traction or sustain growth. Rather .....more

In January 2025, Brompton Bicycle Limited (Brompton), the British folding bicycle (bike) manufacturer, was at a strategic crossroads. For decades the company’s success had rested on the Classic model—a compact, precisely engineered commuter bike—before carefully extending into the Electric model, while preserving its strategic coherence. The recent launch of the G Line, a gravel-oriented performance model, changed this balance. Early demand was strong, .....more

Teaching note for product W47063.

In May 2023, the CEO of pharmaceutical company Eli Lilly was called before the US Senate to testify on the rising costs of insulin prices in the United States. At the time of the hearing, Eli Lilly’s insulin prices had increased by 400% over the past 20 years, a much higher rate than targeted inflation (2%). In the face of rising public resentment and potential legislative changes, Eli Lilly was forced to either justify or reckon with its pricing .....more

Teaching note for product W46376.

In 2015, the Finnish start-up Oura Health Oy (Oura) launched the Oura Ring, a sleek, sensor-packed wearable marketed for rest and recovery. Unlike Fitbit or Apple Watch, which stressed steps and calories, Oura focused on sleep, heart rate variability, and readiness. Early adoption by biohackers and athletes, visibility in the National Basketball Association, and a Gucci collaboration gave it credibility across wellness, sports, and fashion. By 2024, .....more

Teaching note for product W47049.