Publications

Person Page

Julie Battilana's Most Recent Columns for "Le Monde"

By: Julie Battilana

Julie Battilana is a regular contributor to the French newspaper "Le Monde." Below are her most recent articles.

Where are the Political Ideas Being Produced?

July, 16 2014

Click View Details

2014
Book

Retail Revolution: Will Your Brick & Mortar Store Survive?

By: Rajiv Lal, Jose B. Alvarez and Dan Greenberg

In Retail Revolution, the authors go beyond the common belief of retail as a monolithic industry and provide a framework that any brick-and-mortar retailer can use to respond to the eCommerce threat. Through six examples, this book demonstrates how this... View Details

Keywords: Business Ventures; Internet and the Web; Marketing Strategy; Distribution Channels; Retail Industry

December 2013 (Revised March 2016)
Case

Managing Online Reviews on TripAdvisor

By: Thales Teixeira and Leora Kornfeld

In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and... View Details

Keywords: Online Word-of-mouth; Online Reviews; Hotels; Internet and the Web; Marketing Communications; Marketing Reference Programs; Digital Marketing; Customer Satisfaction; Accommodations Industry; Travel Industry

December 2015 (Revised February 2016)
Case

Ocado

By: José Alvarez, David E. Bell and Damien McLoughlin

In 2015, U.K.-based Ocado was the world's largest pure player in the online home-delivery grocery business and was gaining a growing share of the highly competitive U.K. grocery market. Ocado had made heavy investments in technology, including a highly automated... View Details

February 2001 (Revised August 2001)
Case

WholesalerDirect

By: Alan D. MacCormack and Kerry Herman

Describes the development of WholesalerDirect, a B2B electronic commerce venture in the plumbing, heating, cooling, and piping industry. Adam Berger, the CEO, is trying to raise funding to roll out the company's e-commerce platform to the industry's more than 3,000... View Details

Keywords: Internet and the Web; Valuation; Business Plan; Financing and Loans; Financial Strategy

February 2001 (Revised November 2009)
Case

Amazon.com (C)

By: Jeffrey F. Rayport

At the end of 1998, Amazon.com founder and CEO Jeff Bezos ponders the next moves for his company. Having secured the leadership position as the leading online book seller in the United States, Amazon.com has now moved into the product categories of CDs and videos by... View Details

Keywords: Expansion; Internet and the Web; Business Growth and Maturation; Books; Growth and Development Strategy; Retail Industry; Germany; United Kingdom; United States

Web

Baker Library / Bloomberg Center | About

Internet service. The space also houses some historical treasures for the School, including the Written Analysis of Cases slot; View Details

November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

Web

Marketing Awards & Honors - Faculty & Research

Case Centre Award in the Marketing Category for her case with Thomas Steenburgh and Naseem Dahod, “HubSpot: Inbound Marketing and Web 2.0” (HBS... View Details

Web

Help - Research Computing Services

Help There are several ways to get help for issues that may arise. For assistance with troubleshooting, please use this form , email research@hbs.edu , or call 617.495.6100 . Use the 5 W's (who, what, where, when, View Details

September 2018
Article

Aggregation of Consumer Ratings: An Application to Yelp.com

By: Weijia Dai, Ginger Jin, Jungmin Lee and Michael Luca

Because consumer reviews leverage the wisdom of the crowd, the way in which they are aggregated is a central decision faced by platforms. We explore this "rating aggregation problem" and offer a structural approach to solving it, allowing for (1) reviewers to vary in... View Details

Keywords: User Generated Content; Crowdsourcing; Yelp; Social and Collaborative Networks; Information; Internet and the Web; Learning; Mathematical Methods; E-commerce

Read Now

September 2019 (Revised June 2020)
Case

2U: Higher Education Rewired

By: Yael Grushka-Cockayne and Karim R. Lakhani

In its 2019 Partner Symposium, 2U, an online program management provider (OPM), showcased its new vision: “Career. Curriculum. Continuum. A construct for lifelong learning in the 21st century.” 2U, founded in 2008 and went public in 2014, was looking to expand beyond... View Details

Keywords: Digital Innovation; Architectural Innovation; Make V. Buy; Learning; Higher Education; Internet and the Web; Innovation Strategy; Transformation; Digital Transformation

20 Nov 2019
Research & Ideas

It's No Joke: AI Beats Humans at Making You Laugh

on friends, family, and even strangers on the Internet when they’re deciding which products to purchase or even which people to date. And they... View Details

Keywords: by Dina Gerdeman

02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

such as product development, advertising, and pricing. His presentation of his observations to his American counterparts was met with only a modest level of interest. Fast forward fifteen years. Tens of thousands of "newsgroups"... View Details

Keywords: by James Heskett

October 1998 (Revised May 2001)
Case

Preview Travel (A)

By: William A. Sahlman, Nicole Tempest, Daniel H Case III and Robert Keller

Preview Travel was a leader in the online travel industry, having generated $80 million in bookings in 1997 and growing at a 34% compound annual growth rate per quarter. This case describes the evolution of Preview Travel's business plan and financing strategy and... View Details

Keywords: Risk and Uncertainty; Business Model; Initial Public Offering; Valuation; Internet and the Web; Business Plan; Capital; Financial Strategy; Travel Industry; United States

June 2020 (Revised August 2020)
Case

Majid Al Futtaim Retail Geographic Expansion: Brick or Click?

By: Juan Alcácer and Alpana Thapar

This case illustrates the challenges that retailers face when they aggressively pursue geographical growth by expanding both their physical store network and their online presence. It features Majid Al Futtaim (MAF) Retail, a franchisee of Carrefour hypermarkets in the... View Details

Keywords: Stores; Ecommerce; Strategy; Expansion; Geographic Location; Decision Making; Internet and the Web; Digital Transformation; E-commerce; Retail Industry; Middle East

November 2012
Teaching Note

Groupon (TN)

By: Sunil Gupta, Ray Weaver and Yien Hao Lock

On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details

Keywords: Social Networking; Media; Technology; Strategy; Business Growth and Maturation; Marketing Strategy; Marketing; Internet and the Web; Social Media; Retail Industry; Service Industry; Technology Industry; North America; United States

June 2010
Teaching Note

Playing with Fire at Sittercity (A) (TN)

By: Noam T. Wasserman and Rachel Gordon

Note: This mini-Teaching Note was created to provide a brief overview of the teaching plan for this case. Please see the upcoming, fuller Teaching Note for an extensive overview of the underlying research, pedagogical approaches, and other teaching issues. View Details

Keywords: Internet and the Web; Service Delivery; Family Ownership; Problems and Challenges; Growth and Development Strategy; Expansion; Service Industry; Boston

September 1999 (Revised January 2000)
Technical Note

Last Mile of Broadband Access, The: Technical Note

By: Jay O. Light, Lynda M. Applegate and Daniel J. Green

Provides an overview of broadband access technology. Includes technical overviews of cable, DSL, fixed wireless, and satellite systems, and suggests the technical suitability of each to accommodate broadband applications. View Details

Keywords: Business Model; Infrastructure; Internet and the Web; Mobile and Wireless Technology