Peter Zemsky

Professor of Strategy

Email [email protected]

Find out more about the author

Cases from same author
Cases with Extra

BeefChain: Blockchain and the Dynamics of Traceability, Quality and Value Capture in the Beef Industry

By Peter Zemsky, Enver Yucesan, Laura Heely

The case describes the organizational, operational, and financial challenges faced by BeefChain, a blockchain implementation in the cattle industry, following the successful completion of pilot projects and certification by the US Dept of Agriculture.

Published 14 Jan 2021

Reference 6596

Topic Operations

Industry Agriculture

Region North America

BeefChain: Blockchain and the Dynamics of Traceability, Quality and Value Capture in the Beef Industry

By Peter Zemsky, Enver Yucesan, Laura Heely
Published 14 Jan 2021
Reference 6596
Topic Operations
Region North America
Industry Agriculture

The case describes the organizational, operational, and financial challenges faced by BeefChain, a blockchain implementation in the cattle industry, following the successful completion of pilot projects and certification by the US Dept of Agriculture.

Tipalti (A): A Tale of Two Founders

By Vikas A. Aggarwal, Gopi Rangan, Peter Zemsky, Laura Heely

In 2017, Chen Amit and Oren Zeev, co-founders of Tipalti, an end-to-end payment processing start-up, are about to close its Series C investment round when they receive a warning about one of the new investors slated to fund over half the round.

Published 06 Apr 2020

Reference 6570

Topic Entrepreneurship

Industry Financial Services

Region North America

Tipalti (A): A Tale of Two Founders

By Vikas A. Aggarwal, Gopi Rangan, Peter Zemsky, Laura Heely
Published 06 Apr 2020
Reference 6570
Topic Entrepreneurship
Region North America
Industry Financial Services

In 2017, Chen Amit and Oren Zeev, co-founders of Tipalti, an end-to-end payment processing start-up, are about to close its Series C investment round when they receive a warning about one of the new investors slated to fund over half the round.

Tipalti (B): Down to the Wire

By Vikas A. Aggarwal, Gopi Rangan, Peter Zemsky, Laura Heely

In 2017, Chen Amit and Oren Zeev, co-founders of Tipalti, an end-to-end payment processing start-up, are about to close its Series C investment round when they receive a warning about one of the new investors slated to fund over half the round.

Published 06 Apr 2020

Reference 6570

Topic Entrepreneurship

Industry Financial Services

Region North America

Tipalti (B): Down to the Wire

By Vikas A. Aggarwal, Gopi Rangan, Peter Zemsky, Laura Heely
Published 06 Apr 2020
Reference 6570
Topic Entrepreneurship
Region North America
Industry Financial Services

In 2017, Chen Amit and Oren Zeev, co-founders of Tipalti, an end-to-end payment processing start-up, are about to close its Series C investment round when they receive a warning about one of the new investors slated to fund over half the round.

ObEN PAI: Building a World of Personal AI Avatars

By Peter Zemsky, Pavel Kireyev, Lisa Duke

The case charts the creation and development of ObEN, a Los Angeles start-up that offers two kinds of personal artificial intelligence avatars – consumer avatars that can be created by individuals on their smartphones, and avatars that recreate a celebrity persona (requiring more data).

Published 19 Mar 2020

Reference 6562

Industry Computer Software

Region North America

ObEN PAI: Building a World of Personal AI Avatars

By Peter Zemsky, Pavel Kireyev, Lisa Duke
Published 19 Mar 2020
Reference 6562
Topic Strategy
Region North America
Industry Computer Software

The case charts the creation and development of ObEN, a Los Angeles start-up that offers two kinds of personal artificial intelligence avatars – consumer avatars that can be created by individuals on their smartphones, and avatars that recreate a celebrity persona (requiring more data).

Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

By Andrew Shipilov, Peter Zemsky, Brian Henry

The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.

Published 13 Feb 2019

Reference 6455

Industry Consumer Goods, Mechanical or Industrial Engineering

Region Global

Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

By Andrew Shipilov, Peter Zemsky, Brian Henry
Published 13 Feb 2019
Reference 6455
Topic Strategy
Region Global
Industry Consumer Goods, Mechanical or Industrial Engineering

The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.

The ISIS Social Media Machine

By Peter Zemsky, Benjamin Lavelle

This case considers the use of social media and other electronic communication tools by the terrorist group ISIS to spread its message and recruit new members. It includes background information on social media platforms and their use by organizations as marketing tools.

Published 24 Jul 2017

Reference 6302

Topic Marketing

Industry Broadcast Media

Region Middle-East

The ISIS Social Media Machine

By Peter Zemsky, Benjamin Lavelle
Published 24 Jul 2017
Reference 6302
Topic Marketing
Region Middle-East
Industry Broadcast Media

This case considers the use of social media and other electronic communication tools by the terrorist group ISIS to spread its message and recruit new members. It includes background information on social media platforms and their use by organizations as marketing tools.

Where to Next with BlaBlaCar? (Russian)

By Peter Zemsky, Anne-Marie Carrick

The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.

Published 27 Jan 2017

Reference 6104

Region Global

Where to Next with BlaBlaCar? (Russian)

By Peter Zemsky, Anne-Marie Carrick
Published 27 Jan 2017
Reference 6104
Topic Strategy
Region Global

The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.

Where to Next with BlaBlaCar? (French)

By Peter Zemsky, Anne-Marie Carrick

The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.

Published 14 Oct 2016

Reference 6104

Region Global

Where to Next with BlaBlaCar? (French)

By Peter Zemsky, Anne-Marie Carrick
Published 14 Oct 2016
Reference 6104
Topic Strategy
Region Global

The case describes the rise of BlaBlaCar to global leadership of long-haul ridesharing and to prominence as one of Europe's most successful startups. It focuses on a critical juncture when the company has recently emerged as the European leader and has raised $100 million to go global.

Where to Next with BlaBlaCar?

By Anne-Marie Carrick, Peter Zemsky

BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

Published 25 Jan 2016

Reference 6104

Industry Automotive, Transportation/Trucking/Railroad

Region Global

Where to Next with BlaBlaCar?

By Anne-Marie Carrick, Peter Zemsky
Published 25 Jan 2016
Reference 6104
Topic Strategy
Region Global
Industry Automotive, Transportation/Trucking/Railroad

BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

The United Arab Emirates: An Emerging Economic Power

By Peter Zemsky, Pascale Balze

The case describes the economic and social transformation of the UAE over the last 60 years from a quiet backwater on the desert Gulf Peninsula into a fast-growing modern economy and one of the world’s largest melting pots of nationalities and cultures.

Published 19 Dec 2014

Reference 6103

Topic Economics & Finance

Industry Government Relations

Region Middle-East

The United Arab Emirates: An Emerging Economic Power

By Peter Zemsky, Pascale Balze
Published 19 Dec 2014
Reference 6103
Topic Economics & Finance
Region Middle-East
Industry Government Relations

The case describes the economic and social transformation of the UAE over the last 60 years from a quiet backwater on the desert Gulf Peninsula into a fast-growing modern economy and one of the world’s largest melting pots of nationalities and cultures.

BeefChain: Blockchain and the Dynamics of Traceability, Quality and Value Capture in the Beef Industry

By Peter Zemsky, Enver Yucesan, Laura Heely

The case describes the organizational, operational, and financial challenges faced by BeefChain, a blockchain implementation in the cattle industry, following the successful completion of pilot projects and certification by the US Dept of Agriculture.

Published 14 Jan 2021

Reference 6596

Topic Operations

Industry Agriculture

Region North America

BeefChain: Blockchain and the Dynamics of Traceability, Quality and Value Capture in the Beef Industry

By Peter Zemsky, Enver Yucesan, Laura Heely
Published 14 Jan 2021
Reference 6596
Topic Operations
Region North America
Industry Agriculture

The case describes the organizational, operational, and financial challenges faced by BeefChain, a blockchain implementation in the cattle industry, following the successful completion of pilot projects and certification by the US Dept of Agriculture.

Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

By Andrew Shipilov, Peter Zemsky, Brian Henry

The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.

Published 13 Feb 2019

Reference 6455

Industry Consumer Goods, Mechanical or Industrial Engineering

Region Global

Dyson Ltd: From Vacuum Cleaners to Electric Vehicles

By Andrew Shipilov, Peter Zemsky, Brian Henry
Published 13 Feb 2019
Reference 6455
Topic Strategy
Region Global
Industry Consumer Goods, Mechanical or Industrial Engineering

The case provides a strategic overview of one of the UK’s fastest-growing household goods companies, Dyson Ltd. Starting out in the early 1990s as sole vendor of bagless vacuum cleaners in the UK market, Dyson would ultimately become the market leader before its competitors finally woke up.

Where to Next with BlaBlaCar?

By Anne-Marie Carrick, Peter Zemsky

BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

Published 25 Jan 2016

Reference 6104

Industry Automotive, Transportation/Trucking/Railroad

Region Global

Where to Next with BlaBlaCar?

By Anne-Marie Carrick, Peter Zemsky
Published 25 Jan 2016
Reference 6104
Topic Strategy
Region Global
Industry Automotive, Transportation/Trucking/Railroad

BlaBlaCar, Europe’s foremost ride sharing company, was founded by Frederic in 2006. An online market place where drivers “sell” seats in their cars for long distance rides, it allowed the drivers to cover their motoring costs and passengers access to cheaper travel.

Value-Based Strategy