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Case Library Authors

Hershey’s - The Hunt For Milk Chocolate

How Milton Hershey discovered his own unique form of milk chocolate — and how he accidentally created a defensible moat.

Brief Notes on the Idea Maze

Some brief observations on the cases so far. Use this as a starting point, not an authoritative take.

Microsoft Office - Suite Success

Word and Excel were far from industry leaders when they first launched. They were late to the market and second rate, at best. This is the story of how Microsoft came up with the Office bundle — and how, over the next decade, it won.

Amazon Prime - Burn to Grow

It took two years before it became clear that Prime was working. How, and why, Amazon stuck with it.

Instagram - The Bigger Picture

The convoluted, right-place-right-time story of Instagram's rise.

Observations on Scale Economies

Observations that the case writers have about the scale economies cases.

TSMC - Slow Dominance

Behind the scale advantage of the world‘s most important semiconductor manufacturer.

Amazon - From Books to Everything

Why scale is such an important component of Amazon's core strategy, and why it dictates so much of what the company does.

Nike - Living in a Variable Expense World

What happens when something about your market forces you to spend a fixed % of sales on marketing? The result: the scale player has an ongoing advantage.

Koufu - Feeding a Nation

Scale economies in Singapore's coffee shop and food court industry.