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    Ayelet Israeli

    Ayelet Israeli is the Marvin Bower Associate Professor of Business Administration at the Harvard Business School Marketing Unit. She is the co-founder of the Customer Intelligence Lab at the Digital Data Design (D^3) Institute at Harvard Business School. She teaches... View Details
    Keywords: e-commerce industry; e-commerce industry; e-commerce industry; e-commerce industry
    • September 2024
    • Case

    Navigating Digital Transformation at Carrefour

    By: Sunil Gupta and Emilie Billaud
    In 2023, Elodie Perthuisot, Carrefour’s Executive Director for e-commerce and digital transformation, met with CEO Alexandre Bompard to discuss strategies for the company’s digital initiatives. Carrefour, a global retail giant with over 14,300 stores across 40... View Details
    Keywords: Change Management; Transformation; Talent and Talent Management; Decisions; Digital Strategy; Technology Adoption; Leading Change; Goals and Objectives; Resource Allocation; Digital Marketing; E-commerce; Operations; Logistics; Business Processes; Organizational Culture; Strategic Planning; Alliances; Partners and Partnerships; Competitive Advantage; Retail Industry; Retail Industry; Europe
    Related
    • October 2004 (Revised December 2005)
    • Case

    Rakuten

    By: F. Warren McFarlan, Andrew P. McAfee, Thomas R. Eisenmann and Masako Egawa
    Rakuten, a native Japanese, e-commerce start-up and highly successful company, is expanding into new categories and new countries. It must figure out how to continue its trajectory of growth and profitability. A rewritten version of an earlier case. View Details
    Keywords: Business Growth and Maturation; Global Strategy; Growth and Development Strategy; Technology Industry; Technology Industry; Japan
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    • October 2000 (Revised March 2001)
    • Case

    BizRate.com

    By: Youngme E. Moon
    BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details
    Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry
    Related
    • August 2023
    • Case

    Floward

    By: Krishna Palepu and Namrata Arora
    In 2022, Abdulaziz B. Al Loughani, CEO and co-founder of Floward, an online flower and gifting company established in Kuwait in 2017, contemplated the firm's growth trajectory. Floward, an e-commerce enterprise that offered fresh-cut flowers sourced directly from... View Details
    Keywords: Initial Public Offering; Expansion; Growth and Development Strategy; E-commerce; Information Technology Industry; Middle East; North Africa; Saudi Arabia; Kuwait; United Arab Emirates; Jordan
    Related
    • July 2020
    • Case

    Karen Bruck: Growing Managers at MercadoLibre

    By: Joshua D. Margolis, Fernanda Miguel and Mariana Cal
    Karen Bruck, Corporate Sales Director at MercadoLibre, Latin America's largest e-commerce platform, needs to make a decision about one of her managers, who, while analytically savvy, has an approach that does not fit in with the company's culture. View Details
    Keywords: Performance Evaluation; Employee Relationship Management; Decision Making; Interpersonal Communication; Organizational Culture; Retail Industry; Latin America; Argentina
    Related
    • February 2000 (Revised June 2002)
    • Case

    Development of the Internet in China (A), The: Challenges and Opportunities

    Explores the development of the Internet in China. Starts with background information on China, the Internet, and several common Internet business models. Discusses regulatory and business obstacles to the growth of e-commerce in China. Finally, presents forecasts and... View Details
    Keywords: Internet and the Web; Emerging Markets; Retail Industry; China
    Related
    • 2024
    • Working Paper

    Adjusting Prices in the Long-tail: The Role of Competitive Monitoring

    By: Ayelet Israeli and Eric Anderson
    Most e-commerce retailers offer a long-tail of very low demand products. Individually, these items may have low sales but collectively they are critical to the overall e-commerce business model. Because of their minimal sales, pricing is a constant challenge. The... View Details
    Keywords: Algorithmic Pricing; Ecommerce; Price Monitoring; Price; Competition; Retail Industry
    Related
    • April 2000 (Revised June 2000)
    • Case

    E-Loan: The CarFinance.com Acquisition

    E-Loan is an online mortgage lender that acquired an auto-lending arm in August of 1999. This case examines E-Loan's purchase of CarFinance.com and highlights E-Loan's strategy-setting process. In addition, the case explores business development as a strategic process... View Details
    Keywords: Strategic Planning; Internet and the Web; Change Management; Growth and Development Strategy; Financial Services Industry
    Related
    • September 2020 (Revised June 2023)
    • Exercise

    Artea: Designing Targeting Strategies

    By: Eva Ascarza and Ayelet Israeli
    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 A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
    Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Retail Industry; United States
    Related
    • June 2024 (Revised August 2024)
    • Case

    Revlon India's Turnaround: Navigating Online-Offline Decisions Using a Balanced Scorecard

    By: Tatiana Sandino and Samuel Grad
    Revlon India was founded as a joint venture in 1995, pairing the industrial conglomerate UMG with the global beauty brand Revlon, Inc. to bring international color cosmetics to India. After growing rapidly and pioneering the Beauty Advisor (BA) model in India, the... View Details
    Keywords: Balanced Scorecard; Restructuring; Training; Supply Chain Management; Distribution; E-commerce; Business Model; Business Plan; Decision Choices and Conditions; Marketing Strategy; Alignment; Brands and Branding; Negotiation; Joint Ventures; Strategic Planning; Salesforce Management; Competition; Retail Industry; Retail Industry; Retail Industry; India
    Related
    • December 2003 (Revised April 2004)
    • Case

    Blockbuster Inc. & Technological Substitution (C): The Internet Changes the Game

    Investigates how the rise of the Internet as a vehicle for renting and buying movies has disrupted the video rental industry and how market leader Blockbuster Inc. can and should respond to these developments. Explores how the emergence of e-commerce affects the degree... View Details
    Keywords: Organizational Change and Adaptation; Risk and Uncertainty; Decisions; Technological Innovation; Competition; Change Management; Service Industry; Service Industry
    Related
    • September 2016 (Revised February 2017)
    • Case

    MyTime

    By: Juliane Begenau and Robin Greenwood
    Ethan Anderson, the CEO of San Francisco–based e-commerce company MyTime, must decide on the company's growth strategy. MyTime’s first product was a website and mobile app that offered consumers a convenient way to book appointments with local merchants throughout the... View Details
    Keywords: Customer Valuation; Discounted Cash Flow; Software; Valuation Methodologies; Subscriber Models; Financial Management; Corporate Finance; Growth and Development Strategy; Valuation; Applications and Software; Information Technology Industry; North and Central America
    Related
    • 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... View Details
    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; Consumer Products Industry; United States; North America
    Related
    • May 2001 (Revised January 2010)
    • Case

    Submarino.com (A)

    By: Lynda M. Applegate, Meredith Collura and Luiz Felipe Monteiro
    Enables a thorough analysis of Submarino.com, a B2C e-commerce company with a presence in Brazil, Argentina, Mexico, Spain, and Portugal. Examines the company's global operations as well as its organizational design and operating and management capabilities. Considers... View Details
    Keywords: Business Model; Globalized Firms and Management; Operations; Organizational Design; Strategy; Internet; Retail Industry; Portugal; Spain; Mexico; Argentina; Brazil
    Related
    • December 2017 (Revised May 2018)
    • Case

    Amazon Buys Whole Foods

    By: José B. Alvarez, David Lane and Joni Coughlin
    The June 2017 news that e-commerce giant Amazon was paying $13.7 billion for organic supermarket chain Whole Foods precipitated a broad sell-off in the shares of grocery retailers and suppliers. Behind the precipitous declines lay recognition that Amazon’s bold move... View Details
    Keywords: Amazon; Whole Foods; Grocery; Grocery Delivery; Mergers ＆ Acquisitions; Business Models; Food Value Chain; Agribusiness; Mergers and Acquisitions; Operations; Competitive Strategy; E-commerce; Agriculture and Agribusiness Industry; Retail Industry; Web Services Industry; Food and Beverage Industry; United States
    Related
    • June 2023
    • Simulation

    Artea Dashboard and Targeting Policy Evaluation

    By: Ayelet Israeli and Eva Ascarza
    Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
    Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Retail Industry; United States
    Related
    • 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
    Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Fashion Industry; United States; North America
    Related
    • January 2010 (Revised April 2011)
    • Case

    Google Inc.

    By: Benjamin Edelman and Thomas R. Eisenmann
    Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. One... View Details
    Keywords: Digital Marketing; Business Model; Growth and Development Strategy; Network Effects; Mission and Purpose; Expansion; Internet and the Web; Information Technology Industry
    Related
    • May 2012 (Revised November 2015)
    • Case

    The National Geographic Society (A) (Abridged)

    By: David A. Garvin and Annelena Lobb
    In January 2010, John Fahey, president, CEO, and chairman of the board of trustees' executive committee of the Washington, D.C.–based National Geographic Society (NGS), must decide how best to organize the 121-year old mission-driven organization for a world of... View Details
    Keywords: General Management; Change Management; Media And Publishing; Digital Convergence; Strategy Development; Business Models; Information Publishing; Online Technology; Business Model; Organizational Structure; Business Strategy; Publishing Industry
    Related