IESE (España)
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OpenAI y el mercado de los grandes modelos de lenguaje
Samila, Sampsa; Berrone, PascualCase SM-1742Business Ethics and Corporate Social Responsibility, Innovation and Change, StrategyEl caso se centra en Sam Altman, el CEO de OpenAI, y las trascendentales decisiones que debía tomar con respecto al rumbo de la empresa en un mercado, el de los grandes modelos de lenguaje (LLM), que crecía rápidamente. Gracias al éxito del GPT-4, OpenAI se había convertido en un actor prominente del sector, y Altman tenía que elaborar una estrategia integral con la que mantener la posición de la empresa y, al mismo tiempo, sortear los complejos ...Starting at €8.20
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Amazon.com, Inc: la transformación mediante IA
Samila, Sampsa; Sastre Boquet, IsaacCase SM-1724Information Technologies, Innovation and Change, Leadership and People Management, StrategyEste caso describe el desarrollo y utilización de la IA en Amazon. Este caso ha sido usado en clase para discutir el amplio abanico de aplicaciones de IA en Amazon, los efectos competitivos de estas aplicaciones, el proceso para desarrollar estas aplicaciones, y el estado actual de la organización de Amazon.Starting at €8.20
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Refreshing the Orbed Private Label
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345-EMarketingFor several weeks Daryl had been spending a lot of time preparing a presentation he would make to the company's executive committee. In the presentation, he would have to make a recommendation on the repositioning of Orbed's store-brand soft drinks. The next day, he had to talk his proposal over with Richard Balmori, the director of the store-brand department, and Joe Rod, Orbed's commercial director. A few months earlier, Sandfer, a British supp...Starting at €8.20
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Refrescando la marca propia en Orbed
Villanueva, Julian; Nueno, José Luis; Soldado, PilarCase M-1345MarketingDaryl Board llevaba varias semanas dedicando mucho tiempo a preparar la presentación que realizaría ante el comité de dirección de la compañía. En dicha presentación, debía proponer sus recomendaciones acerca del necesario reposicionamiento del refresco de la marca Orbed. Al día siguiente, discutiría su propuesta con Richard Balmori, director del Departamento de Marcas Propias, y con Joe Rod, director comercial. Unos meses antes, Sandfer, una emp...Starting at €8.20
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The Promotion Decision
Almandoz, John; Samila, SampsaCase DPO-776-EInformation Technologies, Leadership and People Management, StrategyThis is a choice to fill a director position in a company. What are the benefits of following the recommendation provided by the algorithm that favors one candidate versus following the preference of a manager who knows the other candidate very well and in fact has developed that candidate through coaching? Biases can be discussed and the merits of AI in hiring and promotion decisions.Starting at €8.20
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Uber: El futuro de la movilidad
Samila, Sampsa; Wehrheim, David; Biquez Talayero, JesúsCase SM-1721Business Ethics and Corporate Social Responsibility, Entrepreneurship, Innovation and Change, StrategyEste caso describe la evolución de Uber y su situación en el momento de la OPI, en la primavera de 2019. El caso permite una rica discusión sobre la economía de plataforma y, en concreto, sobre el multihoming y los costes de cambiar por ambas partes, señalando los graves límites del potencial de rentabilidad del modelo. Además, hay material para debatir sobre cómo cambiarían la economía la regulación de la relación laboral con los conductores y l...Starting at €8.20
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OpenAI and the Large Language Model Market
Samila, Sampsa; Berrone, PascualCase SM-1742-EBusiness Ethics and Corporate Social Responsibility, Innovation and Change, StrategyThe case study centered on Sam Altman, the CEO of OpenAI, as he faced critical decisions regarding the company's future direction in the rapidly growing large language model (LLM) market. With the success of GPT-4, OpenAI became a prominent player in the industry, and Altman had to develop a comprehensive strategy to maintain this position while navigating a complex array of challenges. The case explored key issues such as competitive dynamics, f...Starting at €8.20
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OpenAI and the Large Language Model Market - Teaching Note
Samila, Sampsa; Berrone, Pascual; Sastre Boquet, IsaacTeaching Note SMT-144-EBusiness Ethics and Corporate Social Responsibility, Innovation and Change, StrategyThe case study centered on Sam Altman, the CEO of OpenAI, as he faced critical decisions regarding the company's future direction in the rapidly growing large language model (LLM) market. With the success of GPT-4, OpenAI became a prominent player in the industry, and Altman had to develop a comprehensive strategy to maintain this position while navigating a complex array of challenges. The case explored key issues such as competitive dynamics, f...Starting at €0.00
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Scribendi
Michael Wurth; Samila, SampsaCase SM-1725-ECorporate Governance, Entrepreneurship, Information Technologies, Innovation and Change, StrategyThis case describes the situation at Scribendi, an online platform to connect writers with English-language editors. Scribendi has developed an AI algorithm to do automatic grammar error correction. The dilemmas in the case are about how the company should take advantage of this algorithm internally and also if and how they should commercialize it. Key challenges are funding and staffing the development and commercialization. The case allows for ...Starting at €8.20
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Amazon.com, Inc: The AI Transformation
Samila, Sampsa; Sastre Boquet, IsaacCase SM-1724-EInformation Technologies, Innovation and Change, Leadership and People Management, StrategyThis case describes the development and application of AI at Amazon. This case has been used to discuss in class the wide range of AI applications at Amazon, the competitive effects of those AI applications, the process to develop those AI applications, and the current state of Amazon organization.Starting at €8.20