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Publications
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- Faculty Publications (811)
- September 2020 (Revised July 2022)
- Teaching Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
Teaching Note for HBS No. 521-020. This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and... View Details
- September 2020 (Revised July 2022)
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Apparel and Accessories Industry; United States
- September 2020
- Case
Chip and Joanna Gaines' Magnolia Network
By: Anita Elberse and Julia McNicholas
Chip and Joanna Gaines, who have shot to fame as stars of the hit television show Fixer Upper, are preparing to launch their own television network. It is April 2019, a year since the home-renovation show Fixer Upper’s fifth season on cable channel HGTV ended, and more... View Details
Keywords: Entertainment; Television; Superstars; Innovation; Creative Industries; Talent; General Management; Celebrities; Television Entertainment; Entrepreneurship; Joint Ventures; Innovation and Invention; Marketing; Strategy; Entertainment and Recreation Industry; Media and Broadcasting Industry
- September 2020 (Revised May 2024)
- Case
Hot Wheels: Launching The Mixed Play Experience
By: Elie Ofek, Andres Terech and Nicole Tempest Keller
Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., had developed an entirely new “mixed play” product experience that blended familiar Hot Wheels play in the physical world with breakthrough play in... View Details
- 2020
- Chapter
Climate Change Is Going to Transform Where and How We Build
By: John D. Macomber
As fires, floods, and droughts increasingly threaten homes, businesses, and other institutions, climate risk has become financial risk. This implies that homeowners and investors have been making location decisions without properly pricing the cost of potential peril,... View Details
- September 2020 (Revised December 2020)
- Case
Hot Wheels at Mattel: Reinventing the Wheel
By: Elie Ofek, Andres Terech and Nicole Tempest Keller
In 2017, Chris Down, Global Brand General Manager for Hot Wheels, and his team from the Advanced Play Group within Mattel, Inc., were considering which innovation path to pursue in order to "future proof" the Hot Wheels franchise going forward. Hot Wheels was the... View Details
- September 2020 (Revised December 2020)
- Case
Siba Mtongana: A Pioneering Chef in South Africa
By: Boris Groysberg, Susan Seligson, Katherine Connolly Baden and Robin Abrahams
For Siba Mtongana, South African celebrity chef, the year 2020 was fraught with challenges and unknowns. Her brand was strong and she was certain it would survive. But as she fine-tuned her growth and innovation strategy in a shaky, unpredictable economy in the midst... View Details
- August 2020 (Revised October 2024)
- Case
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details
- August 2020 (Revised September 2020)
- Case
Facelift at Olay (A)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new... View Details
- August 2020 (Revised February 2021)
- Case
Luckin Coffee (A): Caffeine-fueled Growth?
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the founding of Chinese coffee chain Luckin Coffee in 2017 and its path to surpassing Starbucks as the largest coffee chain in China (by number of stores) in 2019. Unlike Starbucks stores, which were designed to be welcoming “third places” for... View Details
Keywords: Business Model; Business Earnings; Cost; Cost Management; Financial Statements; Financial Condition; Financial Management; Stocks; Profit; Revenue; Price; Food; Business History; Employment; Brands and Branding; Product Positioning; Marketing Strategy; Business Strategy; Expansion; Competitive Strategy; Food and Beverage Industry; Technology Industry; Asia; China
- July 2020 (Revised September 2020)
- Case
Property Finder's Strategy for Online Classifieds in the MENA Region
By: Krishna G. Palepu, Gamze Yucaoglu and Fares Khrais
The case opens in 2020 as Michael Lahyani, founder and CEO of Property Finder, Dubai’s leading online real estate classifieds portal, contemplates the company’s five-year growth strategy.
Since its founding in 2005 in the United Arab Emirates (UAE), Property... View Details
- 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... View Details
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)
- July 2020 (Revised January 2021)
- Case
Pattern Brands
By: Sunil Gupta, Elie Ofek and Julia Kelley
In March 2020, direct-to-consumer (DTC) company Pattern Brands needed to decide how to allocate resources across its different brands. Pattern Co-Founders Nick Ling and Emmett Shine hoped to avoid the pitfalls faced by some DTC companies—such as inability to scale and... View Details
Keywords: Direct-to-consumer; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Business Model; Business Startups; Growth and Development Strategy; Demand and Consumers; Business Strategy; Diversification; Competitive Advantage; Consumer Products Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
- July 2020 (Revised April 2022)
- Case
Paris Saint-Germain: Building One of the World's Top Sports Brands
By: Anita Elberse and David Moreno Vicente
In March 2020, Nasser Al-Khelaifi, the president of French soccer club Paris Saint-Germain (‘PSG’) sees his team clinch a spot among the last eight clubs to compete in the UEFA Champions League. Established in 1970 and initially a club with only moderate success, PSG’s... View Details
- July 2020 (Revised July 2023)
- Case
Live Nation and Pharrell Williams
By: Anita Elberse and Kate Christensen
“We’re in business together, and whether we lose a few million dollars or make a few million dollars, let’s do this. If you think you can pull it off, I’m behind you.” Michael Rapino, chief executive officer of Live Nation, the world’s leading live entertainment... View Details
- June 2020
- Teaching Note
Shiseido Acquires Drunk Elephant
By: Jill Avery
On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details
Keywords: Brand Management; Brand Valuation; Brand Equity; Brand Value; Mergers ＆ Acquisitions; Startup; DTC; Brand Portfolio Strategy; Marketing; Marketing Strategy; Brands and Branding; Mergers and Acquisitions; Valuation; Entrepreneurship; Business Startups; Beauty and Cosmetics Industry; Consumer Products Industry; United States; Japan; Asia; North America
- June 2020
- Case
Recovering Trust After Corporate Misconduct at Wells Fargo
By: Suraj Srinivasan and Jonah S. Goldberg
The case describes widespread misconduct at Wells Fargo Community Bank in the period leading up to 2017 and the company’s subsequent attempts to improve internal controls, company culture, and corporate governance. The case examines the potential causes of large scale... View Details
- June 2020
- Teaching Note
Global Brand Management of Anheuser Busch InBev's Budweiser
By: Jill Avery
Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
- June 2020
- Teaching Note
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is... View Details
- June 2020 (Revised July 2023)
- Case
Time Out: The Evolution from Media to Markets
By: Kate Barasz and Eva Ascarza
In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in... View Details