Publications
Publications
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- All HBS Web
(3,942)
- Faculty Publications (1,209)
- 2021
- Working Paper
Impact Accounting for Product Use: A Framework and Industry-specific Models
By: George Serafeim and Katie Trinh
This handbook provides the first systematic attempt to generate a framework and industry-specific models for the measurement of impacts on customers and the environment from use of products and services, in monetary terms, that can then be reflected in financial... View Details
- June 2021
- Case
Acelero Learning
By: Mario Small, Kathleen L. McGinn, Amy Klopfenstein and Katherine Chen
In November 2020, Henry Wilde, co-founder and CEO of Acelero, Inc., must decide whether to change his company’s program model for delivering early childhood education to low-income children. One of the only for-profit Head Start providers in the United States, Acelero... View Details
- May 2021
- Simulation
Customer Compatibility Exercise Application
By: Ryan W. Buell
Customers impose considerable variability on the operating systems of service organizations. They show up when they wish (arrival variability), they ask for different things (request variability), they vary in their willingness and ability to help themselves (effort... View Details
- May 2021
- Teaching Note
From Globalization to Dual Digital Transformation: CEO Thierry Breton Leading Atos Into 'Digital Shockwaves'
By: Tsedal Neeley
Teaching Note for HBS Case Nos. 419-027 and 419-046. Thierry Breton, chairman and CEO of IT company Atos, faces a pivotal juncture. After spending eight intense years scaling the company globally to over 100,000 employees in 70 countries, he sees digital shockwaves... View Details
- May 2021 (Revised July 2021)
- Case
Coats: Supply Chain Challenges
By: Willy C. Shih and Adina Wong
Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour... View Details
- May 2021
- Teaching Plan
Gera Developments: Leadership at a Crossroads
By: Christina R. Wing and John Masko
Teaching Plan for HBS Case No. 621-018. For decades, Gera Developments (Gera) was a boutique family-owned real estate development firm in Pune, India. But since 2000, managing director Rohit Gera had turned the company into a dynamic innovator in housing solutions for... View Details
Keywords: Buildings and Facilities; Business Growth and Maturation; Construction; Geographic Location; Global Strategy; Globalized Firms and Management; Housing; Leadership Style; Management Succession; Organizational Change and Adaptation; Organizational Culture; Family Ownership; Family and Family Relationships; Urban Development; Customization and Personalization; Real Estate Industry; Maharashtra; India; San Francisco
- May 2021
- Supplement
Hello Alfred: Come Home Happy — Operating the Business Model Exercise, Instructor Version
By: Joseph B. Fuller and Christopher Payton
On a mission to "automate the on-demand economy," Harvard Business School classmates Marcela Sapone and Jessica Beck launched Hello Alfred in 2013 to provide subscribers with an "Alfred" to complete various chores for a monthly fee. In early 2016, the company has built... View Details
- April 2021
- Case
ClearChoice Dental Implant Centers
By: Robert S. Kaplan, Ashiana Jivraj and Jane Barrow
The case illustrates the application of value-based health care to dental medicine. ClearChoice Dental Implant Centers was a rapidly-growing network of dentist-owned independent implant clinics. The targeted market included 23 million people, 15% of the US adult... View Details
- April 2021
- Supplement
Buy Online, Pickup in Store: Vice President of Store Operations Supplement
By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
In April 2019, Sylvarella VP of Store Operations Axley Vega must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. BOPS implementation created significant problems for the store... View Details
- April 2021 (Revised May 2021)
- Case
Kitopi: The Brave New World of Cloud Kitchens
By: Antonio Moreno and Gamze Yucaoglu
The case opens in February 2021 as Mohamad Ballout, co-founder and CEO of Kitopi, a Dubai-based managed cloud kitchen platform, is looking over the company’s 2020 results. Propelled by the COVID-19 pandemic, delivery orders had been on the rise globally and dine-in... View Details
- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
- March 2021
- Supplement
Artea (A), (B), (C), and (D): Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on... View Details
Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/B Testing; Experiment; Advertising; Gender; Race; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States
- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords: Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Internet and the Web; Behavior; E-commerce; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
- March 2021 (Revised August 2024)
- Case
Hotwire.com: Navigating Through Turbulence
By: Jeffrey F. Rayport, Manny de Zarraga and Eric Levine
On September 10, 2001, after speaking at an industry conference at New York’s World Trade Center, Hotwire co-founder Spencer Rascoff boarded a flight from Newark to San Francisco. After returning home, Rascoff awoke the next morning to a phone call informing him that... View Details
Keywords: September 11; Corporate Entrepreneurship; Business Growth and Maturation; Disruption; Decisions; Job Cuts and Outsourcing; Growth Management; Digital Platforms; Problems and Challenges; Risk and Uncertainty; Expansion; Internet and the Web; Leading Change; Leadership Style; Air Transportation Industry; Tourism Industry; San Francisco
- March 2021 (Revised October 2021)
- Teaching Note
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno and Anibha Singh
Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online... View Details
Keywords: Omnichannel Retail; Digital Marketing; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Technology Industry; United States; Australia
- March 2021 (Revised August 2022)
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details
Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States
- March 2021
- Case
VideaHealth: Building the AI Factory
By: Karim R. Lakhani and Amy Klopfenstein
Florian Hillen, co-founder and CEO of VideaHealth, a startup that used artificial intelligence (AI) to detect dental conditions on x-rays, spent the early years of his company laying the groundwork for an AI factory. A process for quickly building and iterating on new... View Details
Keywords: Artificial Intelligence; Innovation and Invention; Disruptive Innovation; Technological Innovation; Information Technology; Applications and Software; Technology Adoption; Digital Platforms; Entrepreneurship; AI and Machine Learning; Technology Industry; Medical Devices and Supplies Industry; North and Central America; United States; Massachusetts; Cambridge
- March 2021 (Revised September 2021)
- Case
Applied: Using Behavioral Science to Debias Hiring
By: Ashley Whillans and Jeff Polzer
The UK government’s Behavioural Insights Team (BIT) needed to hire a new associate and were trying to increase the diversity of their job candidates. This decision was based on academic research showing that recruiters and managers often fell into common traps like... View Details
- March 2021
- Article
Last Place Aversion in Queues
By: Ryan W. Buell
This paper documents the effects of last place aversion in queues and its implications for customer experiences and behaviors as well as for operating performance. An observational analysis of customers queuing at a grocery store, and four online studies in which... View Details
- Article
Selling After the Crisis
Like perishable goods in grocery stores, sales models have a sell-by date. As product standards evolve and new entrants emerge, buyers have more choices and demand more in terms of quality and performance across vendors. Firms that fail to adjust to changing customer... View Details