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- May–June 2024
- Article
What Makes a Successful Celebrity Brand?
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
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Keywords:
Celebrities;
Celebrity Endorsement;
Celebrity Management;
Celebrity;
Direct To Consumer Marketing;
DTC;
Influencer Marketing;
Influencers;
Influencer Advertising;
Influencer;
Brands and Branding;
Product Marketing;
Power and Influence;
Advertising;
Social Media;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
- February 2024
- Module Note
Collaborate on the Core, Compete on the Edges
By: Frank Nagle
In the rapidly evolving environment of modern business, the digitization of economic activity and the ubiquitous integration of technology across industries are fundamentally altering how companies develop and implement strategy. The rise of digital technologies has...
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Nagle, Frank. "Collaborate on the Core, Compete on the Edges." Harvard Business School Module Note 724-453, February 2024.
- February 2024
- Module Note
Data-Driven Marketing in Retail Markets
By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,...
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Keywords:
Data;
Data Analytics;
Retail;
Retail Analytics;
Data Science;
Business Analytics;
"Marketing Analytics";
Omnichannel;
Omnichannel Retailing;
Omnichannel Retail;
DTC;
Direct To Consumer Marketing;
Ethical Decision Making;
Algorithmic Bias;
Privacy;
A/B Testing;
Descriptive Analytics;
Prescriptive Analytics;
Predictive Analytics;
Analytics and Data Science;
E-commerce;
Marketing Channels;
Demand and Consumers;
Marketing Strategy;
Retail Industry
Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.
- February 2024
- Supplement
ReNew (B): A New Direction
By: Gunnar Trumbull and Malini Sen
The global renewables sector was in a slump, but the Indian market was booming. India’s largest renewable electricity generator, ReNew, faced a dilemma: it traded on the Nasdaq in New York, but saw huge opportunity in the Indian market. In response, CEO Sumant Sinha...
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Keywords:
Energy Generation;
Renewable Energy;
Entrepreneurship;
Forecasting and Prediction;
Trends;
Transformation;
Private Ownership;
Environmental Sustainability;
Mission and Purpose;
Expansion;
Market Entry and Exit;
Energy Industry;
Asia;
India
Trumbull, Gunnar, and Malini Sen. "ReNew (B): A New Direction." Harvard Business School Supplement 724-032, February 2024.
- 2024
- Working Paper
Platform Information Provision and Consumer Search: A Field Experiment
By: Lu Fang, Yanyou Chen, Chiara Farronato, Zhe Yuan and Yitong Wang
Despite substantial efforts to help consumers search in more intuitive ways, text search remains the predominant tool for product discovery online. In this paper, we explore the effects of visual and textual cues for search refinement on consumer search and purchasing...
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Keywords:
Consumer Behavior;
E-commerce;
Decision Choices and Conditions;
Learning;
Internet and the Web
Fang, Lu, Yanyou Chen, Chiara Farronato, Zhe Yuan, and Yitong Wang. "Platform Information Provision and Consumer Search: A Field Experiment." NBER Working Paper Series, No. 32099, February 2024.
- 2024
- Working Paper
Contributing to Growth? The Role of Open Source Software for Global Startups
By: Nataliya Langburd Wright, Frank Nagle and Shane Greenstein
Does participating in open source software (OSS) communities spur entrepreneurial growth? More
efficiently developing shared code, learning from what the OSS community has developed, and
shaping the direction of massive projects, such as those linked to frameworks...
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Keywords:
Applications and Software;
Open Source Distribution;
Entrepreneurship;
Business Growth and Maturation;
Human Capital;
Valuation;
Corporate Strategy
Wright, Nataliya Langburd, Frank Nagle, and Shane Greenstein. "Contributing to Growth? The Role of Open Source Software for Global Startups." Harvard Business School Working Paper, No. 24-040, January 2024.
- December 2023
- Article
What Can Stockouts Tell Us About Inflation? Evidence from Online Micro Data
By: Alberto Cavallo and Oleksiy Kryvtsov
We use a detailed micro dataset on product availability and stockouts to construct a direct high-frequency measure of consumer product shortages during the 2020-2022 pandemic. We document a widespread multi-fold rise in stockouts in nearly all sectors early in the...
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Keywords:
Prices;
Stockouts;
Inventories;
Supply Disruptions;
COVID-19 Pandemic;
Supply Chain;
Product;
Demand and Consumers
Cavallo, Alberto, and Oleksiy Kryvtsov. "What Can Stockouts Tell Us About Inflation? Evidence from Online Micro Data." Journal of International Economics 146 (December 2023).
- Working Paper
An AI Method to Score Celebrity Visual Potential from Human Faces
By: Flora Feng, Shunyuan Zhang, Xiao Liu, Kannan Srinivasan and Cait Lamberton
Celebrities have extraordinary abilities to attract and influence others. Predicting celebrity visual potential is important in the domains of business, politics, media, and entertainment. Can we use human faces to predict celebrity visual potential? If so, which...
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Feng, Flora, Shunyuan Zhang, Xiao Liu, Kannan Srinivasan, and Cait Lamberton. "An AI Method to Score Celebrity Visual Potential from Human Faces." SSRN Working Paper Series, No. 4071188, November 2023.
- October 2023
- Case
To Fizzle Out or Heat Up? PepsiCo and Coca-Cola’s SodaStream and Costa Coffee Acquisitions
By: David Collis and Haisley Wert
U.S. beverage giants PepsiCo and Coca-Cola shared many similarities by August 2018—both were founded by pharmacists in the 1890s, grew to offer hundreds of drink brands, and championed rival flagship products that drove loyalists into taste-testing wars. That month,...
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Keywords:
Corporate Strategy;
Acquisition;
Diversification;
Expansion;
Brands and Branding;
Food and Beverage Industry
Collis, David, and Haisley Wert. "To Fizzle Out or Heat Up? PepsiCo and Coca-Cola’s SodaStream and Costa Coffee Acquisitions." Harvard Business School Case 724-394, October 2023.
- October 2023
- Case
Kevin O'Leary: Building a Brand in Shark-infested Waters
By: Reza Satchu and Patrick Sanguineti
For more than fifteen years, successful Canadian entrepreneur and investor Kevin O’Leary had developed his brand into a global powerhouse. Since his first appearance on the Canadian television program Dragons’ Den in 2006 and his meteoric rise to stardom through the...
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Keywords:
Personal Brand;
Crisis;
Brands and Branding;
Entrepreneurship;
Crisis Management;
Social Media;
Public Opinion;
Power and Influence;
Financial Services Industry
Satchu, Reza, and Patrick Sanguineti. "Kevin O'Leary: Building a Brand in Shark-infested Waters." Harvard Business School Case 824-095, October 2023.
- October 2023
- Article
Stock Market Stimulus
By: Robin Greenwood, Toomas Laarits and Jeffrey Wurgler
We study the stock market effects of the arrival of the three rounds of “stimulus checks” to U.S. taxpayers and the single round of direct payments to Hong Kong citizens. The first two rounds of U.S. checks appear to have increased retail buying and share prices of...
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Keywords:
Stock Market;
COVID-19 Pandemic;
Fiscal Stimulus;
Stimulus Payments;
Impact;
Stocks;
System Shocks;
Price;
Spending;
United States;
Hong Kong
Greenwood, Robin, Toomas Laarits, and Jeffrey Wurgler. "Stock Market Stimulus." Review of Financial Studies 36, no. 10 (October 2023): 4082–4112. (Also NBER Working Paper Series, No. 29827, January 2023.)
- 2023
- Working Paper
Global Supply Chains: The Looming 'Great Reallocation'
By: Laura Alfaro and Davin Chor
Global supply chains have come under unprecedented stress as a result of U.S.-China trade tensions, the COVID-19 pandemic, and geopolitical shocks. We document shifts in the pattern of U.S. participation in global value chains over the last four decades, in terms of...
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Alfaro, Laura, and Davin Chor. "Global Supply Chains: The Looming 'Great Reallocation'." Harvard Business School Working Paper, No. 24-012, August 2023. (in proceedings Jackson Hole Symposium, 2023 (also NBER WP 31661). See feature in NBER Digest, Nov (2023): Economics, Politics, and the Evolution of Global Supply Chains.)
- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...
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Keywords:
Brand;
Branding;
Direct-to-consumer;
DTC;
Influencers;
Influencer Marketing;
Fashion;
Growth;
Direct Marketing;
Influence;
Reputation;
Social Inference;
Consumer Goods;
Consumer Products;
Female Entrepreneur;
Female Protagonist;
Entrepreneurship And Strategy;
Brand & Product Management;
Competitive Advantage;
Online Followers;
Retail;
Retail Formats;
Retailing;
Online Retail;
Celebrities;
Celebrity;
Celebrity Endorsement;
Go To Market Strategy;
Apparel;
Startup Marketing;
Startups;
Social Influencers;
Brands and Branding;
Growth and Development Strategy;
Growth Management;
Distribution Channels;
Digital Marketing;
Advertising;
Power and Influence;
Social Media;
Fashion Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
- July 2023
- Case
DayTwo: Going to Market with Gut Microbiome (Abridged)
By: Ayelet Israeli
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in...
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Keywords:
Business Startups;
AI and Machine Learning;
Nutrition;
Market Entry and Exit;
Product Marketing;
Distribution Channels
Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.
- 2023
- Working Paper
Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation
By: Dae Woong Ham, Michael Lindon, Martin Tingley and Iavor Bojinov
Randomized experiments have become the standard method for companies to evaluate the performance of new products or services. In addition to augmenting managers’ decision-making, experimentation mitigates risk by limiting the proportion of customers exposed to...
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Keywords:
Performance Evaluation;
Research and Development;
Analytics and Data Science;
Consumer Behavior
Ham, Dae Woong, Michael Lindon, Martin Tingley, and Iavor Bojinov. "Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation." Harvard Business School Working Paper, No. 23-070, May 2023.
- May 2023
- Article
Equilibrium Effects of Pay Transparency
By: Zoë B. Cullen and Bobak Pakzad-Hurson
The public discourse around pay transparency has focused on the direct effect: how workers seek
to rectify newly-disclosed pay inequities through renegotiations. The question of how wage-setting
and hiring practices of the firm respond in equilibrium has received...
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Keywords:
Pay Transparency;
Online Labor Market;
Privacy;
Wage Gap;
Corporate Disclosure;
Wages;
Negotiation
Cullen, Zoë B., and Bobak Pakzad-Hurson. "Equilibrium Effects of Pay Transparency." Econometrica 91, no. 3 (May 2023): 765–802. (Lead Article.)
- February 2023 (Revised February 2024)
- Case
Doing Business in Helsinki, Finland
By: Martin A. Sinozich, Lena Duchene, Tonia Labruyere and Daniela Beyersdorfer
This case examines the challenges and opportunities of doing business in Finland. It highlights Finland's economic transformation in the decades leading up to 2024 in the context of its history, culture, and politics. The case gives an overview of some of the main...
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Keywords:
Business History;
Business and Government Relations;
Corporate Strategy;
Research and Development;
Foreign Direct Investment;
Crisis Management;
Culture;
Environmental Sustainability;
International Relations;
Food and Beverage Industry;
Finland;
Europe
Sinozich, Martin A., Lena Duchene, Tonia Labruyere, and Daniela Beyersdorfer. "Doing Business in Helsinki, Finland." Harvard Business School Case 323-079, February 2023. (Revised February 2024.)
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation & Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Food and Beverage Industry;
Media and Broadcasting Industry;
United States;
North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- 2022
- Working Paper
Politics at Work
By: Emanuele Colonnelli, Valdemar Pinho Neto and Edoardo Teso
We study how individual political views shape firm behavior and labor market outcomes. Using new micro-data on the political affiliation of business owners and private-sector workers in Brazil over the 2002–2019 period, we first document the presence of political...
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Colonnelli, Emanuele, Valdemar Pinho Neto, and Edoardo Teso. "Politics at Work." Working Paper, December 2022.
- November 2022
- Teaching Note
Proximie: Using XR Technology to Create Borderless Operating Rooms
By: Ariel D. Stern, Alpana Thapar and Menna Hassan
Founded by Nadine Hachach-Haram in 2016, Proximie was a digital medicine platform that used mixed reality and a host of digital audio and visual tools to enable clinicians, proctors, and medical device company personnel to be virtually present in operating rooms (ORs),...
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