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- 2024
- Working Paper
What Makes Players Pay? An Empirical Investigation of In-Game Lotteries
By: Tomomichi Amano and Andrey Simonov
In 2020, gamers spent more than $15 billion on loot boxes, lotteries of virtual items in video
games. Paid loot boxes are contentious. Game producers argue that loot boxes complement
the gameplay and expenditures on loot boxes reflect players’ enjoyment of the game.... View Details
- September 2022
- Case
The Pokémon Company: Evolving into an Everlasting Brand
By: Tomomichi Amano and Masaki Nomura
Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that... View Details
- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekanism created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among... View Details
- May 2022
- Supplement
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
- May 2022
- Supplement
Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details
- August 2021 (Revised September 2022)
- Case
Patch Technology: Making It Easy to Do the Right Thing
By: Tomomichi Amano, Robert J. Dolan and Carol Zhang
In 2021, the growing threat of climate change pushed companies around the world to understand that significant behavioral change was necessary. While many recognized that decreasing emissions was critical, more sophisticated players such as Microsoft began to recognize... View Details
- Article
Soul and Machine (Learning)
By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Burnap Alex, Tong Guo, Dokyun (DK) Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
Machine learning is bringing us self-driving cars, medical diagnoses, and language translation, but how can machine learning help marketers improve marketing decisions? Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to... View Details
- February 2020
- Teaching Note
Essential Explorations at MUJI
By: Tomomichi Amano and Das Narayandas
Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details
- December 2019 (Revised January 2022)
- Supplement
Othellonia: Growing a Mobile Game
- December 2019 (Revised January 2022)
- Supplement
Othellonia: Growing a Mobile Game
- November 2019 (Revised December 2023)
- Teaching Note
Othellonia: Growing a Mobile Game
Teaching note for case 520-016 View Details
- 2019
- Working Paper
Soul and Machine (Learning)
By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
Machine learning is bringing us self-driving cars, improved medical diagnostics, and machine translation, but can it improve marketing decisions? It can. Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to rich media... View Details
- September 2019 (Revised June 2020)
- Case
Othellonia: Growing a Mobile Game
In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization. View Details
Keywords: Targeting; Retention/churn; Freemium; Monetization; Customer Relationship Management; Games, Gaming, and Gambling; Mobile and Wireless Technology; Growth and Development Strategy; Marketing; Customers; Marketing Strategy; Retention; Acquisition; Entertainment and Recreation Industry; Japan
- August 2019 (Revised January 2020)
- Case
Essential Explorations at MUJI
By: Tomomichi Amano, Das Narayandas, Naoko Jinjo and Akiko Kanno
Launched as a private brand in 1980 to counter the increasingly brand-conscious consumer in Japan, MUJI offered beautifully designed, fairly priced, no-frills quality goods. The once modest private label brand with 40 products had expanded significantly by 2019 to more... View Details
- July 2019
- Case
LaCroix Sparkling Water
By: Tomomichi Amano, Das Narayandas and Kerry Herman
Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was re-positioned as a new, colorful, fun alternative to the other sparkling... View Details
- July 2019
- Case
LaCroix Sparkling Water (Abridged)
By: Tomomichi Amano, Das Narayandas and Kerry Herman
Launched in 1981 as an “all occasion” sparkling water brand, LaCroix Sparkling Water has had a number of ups and downs as a brand. After being purchased by National Beverage in 1996, the brand was repositioned as a new, colorful, fun alternative to the other sparkling... View Details
- 2019
- Working Paper
Large-Scale Demand Estimation with Search Data
By: Tomomichi Amano, Andrew Rhodes and Stephan Seiler
In many online markets, traditional methods of demand estimation are difficult to implement because assortments are very large and individual products are sold infrequently. At the same time, data on consumer search (i.e., browsing) behavior are often available and are... View Details
- 2018
- Working Paper
Ratcheting, Competition, and the Diffusion of Technological Change: The Case of Televisions Under an Energy Efficiency Program
By: Tomomichi Amano and Hiroshi Ohashi
In differentiated goods markets with societal implications, quality standards are commonly implemented to avoid the under-provision of innovation. Firms have clear incentives to engage in strategic behavior because policymakers use market outcomes as a benchmark in... View Details
- 2014
- Discussion Paper
Do High Feed-in Tariffs for Solar PV Panels Hinder Competition (Japanese)
By: Koji Nomura and Tomomichi Amano
In Japan, feed-in-tariffs (FIT) are a key policy tool that has been deployed to produce the mass diffusion of photovoltaices (PV). In this study, we argue that this policy is unlikely to induce sustainable economic growth, which some use as a justification for FIT. We... View Details