Publications
Publications
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- All HBS Web
(117,167)
- Faculty Publications (2,338)
- July 2021 (Revised September 2024)
- Case
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results... View Details
- July 2021
- Supplement
Transformative Social Impact: KaBOOM! (B)
Video supplement for HBS Case No. 519-106. View Details
- July 2021
- Supplement
Transformative Social Impact: KaBOOM! (A)
By: V. Kasturi Rangan and Sarah Appleby
Video supplement for HBS Case No. 517-025. View Details
- July 2021 (Revised February 2022)
- Case
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details
Keywords: Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas
- July 2021 (Revised January 2022)
- Teaching Note
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
Teaching Note for HBS Case No. 521-058. View Details
- July 2021 (Revised October 2021)
- Case
Allianz Customer Centricity: Is Simplicity the Way Forward?
By: Eva Ascarza and Emilie Billaud
This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while... View Details
- June 2021
- Teaching Plan
Headspace vs. Calm: A Mindful Competition
By: Ayelet Israeli and Anne Wilson
Teaching Plan for HBS Case No. 521-102.: "Headspace vs. Calm: A Mindful Competition" View Details
- June 2021
- Supplement
Transformative Social Impact: Akshaya Patra
By: V. Kasturi Rangan and Sarah Appleby
Video playlist for HBS Case No. 517-028. View Details
- June 23, 2021
- Article
Research: When A/B Testing Doesn't Tell You the Whole Story
By: Eva Ascarza
When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details
Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research
- June 2021
- Teaching Note
Serum Institute of India (SII): Racing to Save Lives During a Pandemic
By: Rohit Deshpandé and James Barnett
Teaching Note for HBS Case No. 521-028. View Details
- June 2021
- Teaching Note
Pearson: Efficacy 2.0
By: Elie Ofek and Marco Bertini
Teaching Note for HBS Case No. 521-012. View Details
- June 2021
- Supplement
Facelift at Olay (B) Case Supplement
By: Sunil Gupta, Rajiv Lal and Ruth Page
Supplement to HBS Case. No. 521-002. View Details
- June 2021
- Teaching Plan
Akshaya Patra: Impact at Scale
By: V. Kasturi Rangan, Sarah Appleby and Nathaniel Schwalb
Teaching Plan for HBS Case No. 517-028. View Details
- July–August 2021
- Article
Why You Aren't Getting More from Your Marketing AI
By: Eva Ascarza, Michael Ross and Bruce G.S. Hardie
Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the differences between the value of... View Details
- May 2021 (Revised August 2021)
- Case
Melissa Wood Health: How to Win in the Creator Economy
By: Eva Ascarza
In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness... View Details
- May 2021 (Revised April 2023)
- Teaching Note
Gupta Media
Teaching Note for HBS Case Nos. 520-031, 520-706, and 520-039. View Details