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All HBS Web
(1,278)
- Faculty Publications (246)
- January 2021 (Revised March 2021)
- Case
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Jill Avery, Ayelet Israeli and Emma von Maur
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Preference Prediction;
Predictive Analytics;
App Development;
"Marketing Analytics";
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Online Advertising;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Analytics and Data Science;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Digital Marketing;
Internet and the Web;
Mobile and Wireless Technology;
AI and Machine Learning;
E-commerce;
Digital Platforms;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
- November–December 2021
- Article
Does Gender Matter? The Effect of Management Responses on Reviewing Behavior
By: Davide Proserpio, Isamar Troncoso and Francesca Valsesia
We study the effect of management responses on the reviewing behavior of self-identified female and male reviewers. Using data from Tripadvisor, we show that after hotels begin to respond to reviews, the probability that a negative review comes from a self-identified...
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Keywords:
Word Of Mouth;
Online Reviews;
Management Responses;
E-commerce;
Gender;
Prejudice and Bias;
Digital Platforms;
Customers
Proserpio, Davide, Isamar Troncoso, and Francesca Valsesia. "Does Gender Matter? The Effect of Management Responses on Reviewing Behavior." Marketing Science 40, no. 6 (November–December 2021): 1199–1213.
- 2023
- Working Paper
Personalized Game Design for Improved User Retention and Monetization in Freemium Games
By: Eva Ascarza, Oded Netzer and Julian Runge
One of the most crucial aspects and significant levers that gaming companies possess in designing
digital games is setting the level of difficulty, which essentially regulates the user’s ability to
progress within the game. This aspect is particularly significant in...
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Keywords:
Freemium;
Retention/churn;
Field Experiment;
Field Experiments;
Gaming;
Gaming Industry;
Mobile App;
Mobile App Industry;
Monetization;
Monetization Strategy;
Games, Gaming, and Gambling;
Mobile and Wireless Technology;
Customers;
Retention;
Product Design;
Strategy
Ascarza, Eva, Oded Netzer, and Julian Runge. "Personalized Game Design for Improved User Retention and Monetization in Freemium Games." Harvard Business School Working Paper, No. 21-062, November 2020. (Revised December 2023.)
- September 2020
- Case
Walmart Health: Scaling During a Pandemic
By: Robert S. Huckman, Yoonjin Min and Marissa Thiel
Amidst the onset of COVID-19 pandemic in the United States, Marcus Obsborne, Vice President for Health and Wellness Transformation at Walmart was planning to scale its new health care clinic business, Walmart Health, to additional locations in Georgia and beyond....
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Keywords:
Health Care and Treatment;
Health Pandemics;
Health;
Service Delivery;
Growth and Development Strategy;
Health Industry;
United States;
Arkansas;
Georgia (state, US);
Texas
Huckman, Robert S., Yoonjin Min, and Marissa Thiel. "Walmart Health: Scaling During a Pandemic." Harvard Business School Case 621-061, September 2020.
- September 2020
- Case
Uber at a Crossroads (2017)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the history of Uber, its business model—including the ways it differed from that of the traditional taxi industry—and its competition with Lyft. The case is set in 2017, a year in which Uber was plagued by even more scandals than usual, though its...
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Keywords:
Business Startups;
Business Model;
Customer Satisfaction;
Fairness;
Values and Beliefs;
Price;
Profit;
Revenue;
Investment;
Government Legislation;
Business History;
Compensation and Benefits;
Resignation and Termination;
Employment;
Wages;
Lawfulness;
Leadership Style;
Leading Change;
Management Style;
Market Entry and Exit;
Digital Platforms;
Product Design;
Organizational Culture;
Problems and Challenges;
Attitudes;
Strategy;
Competitive Strategy;
Expansion;
Transportation Networks;
Mobile and Wireless Technology;
Valuation;
Transportation Industry;
Technology Industry;
United States
Casadesus-Masanell, Ramon, and Karen Elterman. "Uber at a Crossroads (2017)." Harvard Business School Case 721-376, September 2020.
- September 2020
- Case
Drinkworks: Home Bar by Keurig
By: Sunil Gupta, Jonathan Levav and Julia Kelley
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 InBev, Drinkworks had developed an...
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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
Gupta, Sunil, Jonathan Levav, and Julia Kelley. "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521-010, September 2020.
- September 2020
- Article
Customer Supercharging in Experience-Centric Channels
By: David R. Bell, Santiago Gallino and Antonio Moreno
We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and...
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Keywords:
Retail Operations;
Marketing-operations Interface;
Omnichannel Retailing;
Experience Attributes;
Quasi-experimental Methods;
Operations;
Internet and the Web;
Marketing Channels;
Consumer Behavior;
Retail Industry
Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
- September–October 2020
- Article
Managing Churn to Maximize Profits
By: Aurelie Lemmens and Sunil Gupta
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a...
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Keywords:
Churn Management;
Defection Prediction;
Loss Function;
Stochastic Gradient Boosting;
Customer Relationship Management;
Consumer Behavior;
Profit
Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973.
- July 2020
- Case
Amanda and Kristen: Mented Cosmetics
By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community...
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Keywords:
Brands and Branding;
Competition;
Customers;
Disruption;
Disruptive Innovation;
Distribution Channels;
Entrepreneurship;
Finance;
Macroeconomics;
Marketing;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Mission and Purpose;
Organizational Culture;
Product Design;
Product Development;
Product Positioning;
Sales;
Social Issues;
Social Marketing;
Business Startups;
Strategic Planning;
Strategy;
Supply Chain Management;
Venture Capital;
Beauty and Cosmetics Industry;
Advertising Industry;
Public Relations Industry;
Chemical Industry;
Manufacturing Industry;
Retail Industry;
North and Central America;
United States;
New York (city, NY);
New York (state, US)
Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
- Article
Forgoing Earned Incentives to Signal Pure Motives
By: Erika L. Kirgios, Edward H. Chang, Emma E. Levine, Katherine L. Milkman and Judd B. Kessler
Policy makers, employers, and insurers often provide financial incentives to encourage citizens, employees, and customers to take actions that are good for them or for society (e.g., energy conservation, healthy living, safe driving). Although financial incentives are...
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Keywords:
Incentives;
Motivation Laundering;
Self-signaling;
Motivation and Incentives;
Behavior;
Perception
Kirgios, Erika L., Edward H. Chang, Emma E. Levine, Katherine L. Milkman, and Judd B. Kessler. "Forgoing Earned Incentives to Signal Pure Motives." Proceedings of the National Academy of Sciences 117, no. 29 (July 21, 2020): 16891–16897.
- June 2020 (Revised August 2020)
- Case
Majid Al Futtaim Retail Geographic Expansion: Brick or Click?
By: Juan Alcácer and Alpana Thapar
This case illustrates the challenges that retailers face when they aggressively pursue geographical growth by expanding both their physical store network and their online presence. It features Majid Al Futtaim (MAF) Retail, a franchisee of Carrefour hypermarkets in the...
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Keywords:
Stores;
Ecommerce;
Strategy;
Expansion;
Geographic Location;
Decision Making;
Internet and the Web;
Digital Transformation;
E-commerce;
Retail Industry;
Middle East
Alcácer, Juan, and Alpana Thapar. "Majid Al Futtaim Retail Geographic Expansion: Brick or Click?" Harvard Business School Case 720-482, June 2020. (Revised August 2020.)
- June 24, 2020
- Article
Wolfgang Puck on Leading His Restaurants Through the Pandemic
By: Boris Groysberg
Chef Wolfgang Puck shares his experience leading his restaurants and other businesses through the pandemic crisis. He explains how his company has pivoted to find new sources of revenue and how he has become a vocal advocate for the restaurant industry. He also...
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Keywords:
Coronavirus Pandemic;
Restaurants;
Restaurant Industry;
Reopening;
Health Pandemics;
Crisis Management;
Organizational Change and Adaptation;
Safety
Groysberg, Boris. "Wolfgang Puck on Leading His Restaurants Through the Pandemic." Harvard Business Review (website) (June 24, 2020).
- June 2020
- Case
Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center
By: William R. Kerr, Daniel O'Connor and James Palano
Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the...
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Keywords:
Future Of Work;
Retail;
Ecommerce;
Alibaba;
Consumer Products;
Innovation;
Innovation and Invention;
Product Development;
Consumer Behavior;
E-commerce;
Consumer Products Industry;
Retail Industry;
China
Kerr, William R., Daniel O'Connor, and James Palano. "Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center." Harvard Business School Case 820-087, June 2020.
- June 2020
- Background Note
Customer Management Dynamics and Cohort Analysis
By: Elie Ofek, Barak Libai and Eitan Muller
The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today’s...
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Keywords:
Cohort Analysis;
Customers;
Analytics and Data Science;
Segmentation;
Analysis;
Customer Value and Value Chain
Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Management Dynamics and Cohort Analysis." Harvard Business School Background Note 520-122, June 2020.
- April 2020
- Teaching Note
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution...
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Keywords:
Digital Marketing;
Crowdsourcing;
CRM;
Startup;
Direct-to-consumer;
DTC;
Marketing;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Customer Relationship Management;
Venture Capital;
Business Startups;
Entrepreneurship;
Social Media;
Beauty and Cosmetics Industry;
United States
- February 2020
- Article
Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs
By: Rachel Gershon, Cynthia Cryder and Leslie K. John
While selfish incentives typically outperform prosocial incentives, in the context of customer referral rewards, prosocial incentives can be more effective. Companies frequently offer “selfish” (i.e., sender-benefiting) referral incentives, offering customers financial...
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Keywords:
Incentives;
Prosocial Behavior;
Judgment And Decision-making;
Referral Rewards;
Motivation and Incentives;
Consumer Behavior;
Decision Making
Gershon, Rachel, Cynthia Cryder, and Leslie K. John. "Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs." Journal of Marketing Research (JMR) 57, no. 1 (February 2020): 156–172.
- November 2019 (Revised April 2020)
- Case
Away: Scaling a DTC Travel Brand
By: Jill Avery and Joseph B. Fuller
Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three...
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Keywords:
Brand Management;
DTC;
Brand Extension;
Lifestyle Brand;
Customer Segmentation;
Retailing;
Scaling And Growth;
Startup;
Brands and Branding;
Marketing;
Marketing Strategy;
Marketing Channels;
Entrepreneurship;
Venture Capital;
Consumer Behavior;
Growth and Development Strategy;
Business Startups;
E-commerce;
Consumer Products Industry;
Travel Industry;
United States;
North America
Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019. (Revised April 2020.)
- 2019
- Book
Operations in an Omnichannel World
By: Santiago Gallino and Antonio Moreno
The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in...
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Keywords:
Omnichannel;
Omnichannel Retail;
Retail;
Operations;
Management;
Supply Chain Management;
Business Model;
Organizational Change and Adaptation
Gallino, Santiago, and Antonio Moreno, eds. Operations in an Omnichannel World. Vol. 8, Springer Series in Supply Chain Management. Cham, Switzerland: Springer, 2019.
- September 2019
- Case
Starling Trust Sciences: Measuring Trust in Organizations
By: Aiyesha Dey, Jonas Heese and James Weber
Stephen Scott needed to decide whether to keep his behavioral analytics startup in the people analytics sector or shift his company into the RegTech sector. Starling had develop technology that enabled its customers to anticipate and shape the behavior of their...
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Keywords:
Behavioral Analytics;
Financial Institutions;
Banks and Banking;
Entrepreneurship;
Strategy;
Banking Industry;
Consulting Industry;
Information Technology Industry;
United States;
United Kingdom
Dey, Aiyesha, Jonas Heese, and James Weber. "Starling Trust Sciences: Measuring Trust in Organizations." Harvard Business School Case 120-006, September 2019.
- September 2019 (Revised May 2020)
- Case
Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its...
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Keywords:
Keroche;
Alcohol;
Wine;
Manufacturing;
Informal Market;
Regulation;
Illicit;
Illegal;
Shutdown;
Factory;
Low-income Consumers;
Multinational;
Local;
Government;
Allegations;
Accusations;
Negative Press;
EABL;
Tusker;
Beer;
SAB;
Chang'aa;
Naivasha;
Rift Valley;
East Africa;
Lawsuit;
Legal Battle;
Business Ventures;
Business Exit or Shutdown;
Business Growth and Maturation;
Business Startups;
Production;
Safety;
Quality;
Distribution;
Small Business;
Family Business;
Crime and Corruption;
Customer Focus and Relationships;
Decisions;
Income;
Demographics;
Geographic Scope;
Geographic Location;
Goods and Commodities;
Government Legislation;
Growth and Development;
Business History;
Lawsuits and Litigation;
Laws and Statutes;
Lawfulness;
Goals and Objectives;
Consumer Behavior;
Market Entry and Exit;
Problems and Challenges;
Social Issues;
Poverty;
Strategy;
Competition;
Entrepreneurship;
Manufacturing Industry;
Food and Beverage Industry;
Kenya;
Nairobi;
Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market." Harvard Business School Case 720-390, September 2019. (Revised May 2020.)