Publications
Publications
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- All HBS Web
(120,151)
- Faculty Publications (1,862)
- May 2023
- Teaching Note
Away: Scaling a DTC Travel Brand
By: Joseph B. Fuller and Jill Avery
Teaching Note for HBS Case No. 520-051. 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... View Details
- May–June 2023
- Article
A New Approach to Building Your Personal Brand: How to Communicate Your Value
By: Jill Avery and Rachel Greenwald
For better or worse, in today’s world everyone is a brand. Whether you’re applying for a job, asking for a promotion, or writing a dating profile, your success will depend on getting others to recognize your value. So you need to get comfortable marketing... View Details
- May–June 2023
- Article
Unmasking Behaviors During the Pandemic with Video Analytics
By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan
In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors.... View Details
- April 2023 (Revised August 2023)
- Teaching Note
Adobe's Customer Journey
By: Sunil Gupta, Rajiv Lal and Celine Chammas
Teaching Note for HBS Case No. 522-033. View Details
- April 2023
- Teaching Note
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Teaching Note for HBS Case No. 523-074. View Details
- April 2023
- Teaching Note
LOOP: Driving Change in Auto Insurance Pricing
By: Elie Ofek
Teaching Note for HBS Case No. 522-073. View Details
- April 12, 2023
- Article
Using AI to Adjust Your Marketing and Sales in a Volatile World
By: Das Narayandas and Arijit Sengupta
Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer... View Details
- April 2023
- Teaching Note
Bored Ape Yacht Club: Navigating the NFT World (A)
By: Das Narayandas, Scott Duke Kominers and Kerry Herman
Teaching Note for HBS Case No. 822-065. View Details
- April 2023
- Teaching Note
Roblox: Virtual Commerce in the Metaverse
By: Ayelet Israeli and Nicole Tempest Keller
Teaching Note for HBS Case No. 523-028. View Details
- 2024
- Working Paper
Using LLMs for Market Research
By: James Brand, Ayelet Israeli and Donald Ngwe
Large language models (LLMs) have rapidly gained popularity as labor-augmenting
tools for programming, writing, and many other processes that benefit from quick text
generation. In this paper we explore the uses and benefits of LLMs for researchers and
practitioners... View Details
- March 31, 2023
- Article
What Is the Optimal Pattern of a Customer Journey?
Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with... View Details
- March 2023
- Case
MrBeast: Building a YouTube Empire
By: Anita Elberse and Oliver Band
Wednesday November 16, 2022 was a historic day in the ascent of Jimmy Donaldson, better known as MrBeast, to the top echelon of YouTube creators. That day he became the YouTuber with the most subscribers ever—a total of 112 million. The meteoric rise of the 24-year-old... View Details
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
- March 2023
- Case
Best Buy: Renew Blue (A)
By: Sunil Gupta, Dave Habeeb and Amram Migdal
Preabstract: The A Video Case should be assigned to students in advance of class. The B case is intended to be used in class by educators and the C case can be assigned to students during or after class. The product is designed as a low-prep case for students, with... View Details
- March 2023 (Revised May 2024)
- Case
Paga: Building a Fintech Ecosystem in Nigeria
By: V. Kasturi Rangan and Namrata Arora
- March–April 2023
- Article
Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?
By: Jill Avery and Marco Bertini
How should a dollar store maintain its brand and price position in the marketplace in the face of rising inflation? Is holding a $1.00 price point still viable in today's marketplace? In this fictional case, managers face inflationary pressures and must decide whether... View Details
- March 2023
- Technical Note
Companion to: Demand Simulator Spreadsheet Supplement
By: Elie Ofek and Olivier Toubia