Publications
Publications
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- All HBS Web
(7,952)
- Faculty Publications (2,525)
- 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
- Background Note
A Primer on OKRs
By: Suraj Srinivasan and Li-Kuan (Jason) Ni
The OKR framework is a popular goal-setting and strategy execution tool that uses goal setting through “Objectives” and measuring performance using “Key Results” on a periodic basis to measure and drive performance. The OKR framework has been adopted and practiced at... View Details
Keywords: Business Organization; Talent and Talent Management; Framework; Corporate Governance; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Analysis, Tools, and Techniques; Management Practices and Processes; Management Skills; Management Systems; Measurement and Metrics; Outcome or Result; Performance Effectiveness; Performance Evaluation; Performance Expectations; Performance Productivity; Performance Efficiency
- March 2023 (Revised January 2024)
- Case
Deepa Bachu (A): Design Thinking at Pensaar Design
By: Thomas Graeber, Joshua Schwartzstein and Amram Migdal
In this case, set in June 2019 in Bangalore, Karnataka, India, Deepa Bachu of Pensaar Design and her team work with client ITC Ltd. to use design thinking and behavioral experiments to improve workplace safety and strive toward the company’s zero-accident goal. The... View Details
Keywords: Buildings and Facilities; Design; Education; Training; Working Conditions; Business or Company Management; Production; Business Processes; Corporate Social Responsibility and Impact; Outcome or Result; Performance Improvement; Programs; Business and Stakeholder Relations; Groups and Teams; Labor and Management Relations; Rank and Position; Safety; Attitudes; Behavior; Motivation and Incentives; Trust; Well-being; Consulting Industry; Pulp and Paper Industry; Manufacturing Industry; India
- March 2023
- Supplement
Deepa Bachu (B): Insights and Experiments at Pensaar Design
By: Thomas Graeber, Joshua Schwartzstein and Amram Migdal
In this case, set in June 2019 in Bangalore, Karnataka, India, Deepa Bachu of Pensaar Design and her team work with client ITC Ltd. to use design thinking and behavioral experiments to improve workplace safety and strive toward the company’s zero-accident goal. The... View Details
Keywords: Buildings and Facilities; Design; Training; Working Conditions; Business or Company Management; Production; Business Processes; Corporate Social Responsibility and Impact; Outcome or Result; Performance Improvement; Programs; Business and Stakeholder Relations; Groups and Teams; Labor and Management Relations; Rank and Position; Safety; Attitudes; Behavior; Motivation and Incentives; Trust; Well-being; Consulting Industry; Pulp and Paper Industry; Manufacturing Industry; India
- March 2023
- Case
Mirakl: Growing The Marketplace Economy
By: Antonio Moreno, Santiago Gallino and Emilie Billaud
Mirakl provided the technology and seller network required for companies like Macy's, Best Buy, Walmart, Siemens, or Carrefour to simply design, launch, and administer a marketplace that included products from third-party sellers. What began as a basic business idea in... View Details
- March 2023
- Case
On
By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader
Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound... 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
- Teaching Note
Ransomware Attack at Colonial Pipeline Company
By: Suraj Srinivasan and Li-Kuan Ni
Teaching Note for HBS Case No. 123-069. On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth... View Details
Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
- March 2023
- Case
Ransomware Attack at Colonial Pipeline Company
By: Suraj Srinivasan and Li-Kuan Ni
On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth about $4.4 million at the time) in... View Details
Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
- March 13, 2023
- Article
Sales Teams Need to Stop Focusing on the Customer Funnel
Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking... View Details
- February 2023
- Supplement
Coats Dyehouse Management
By: Willy C. Shih
Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour... View Details
- 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... View Details
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; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; North America
- February 2023 (Revised February 2023)
- Case
Graphic Packaging: Project Cowboy (A)
By: Benjamin C. Esty and E. Scott Mayfield
In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details
- February 2023
- Supplement
Graphic Packaging: Project Cowboy (A) Courseware
By: Benjamin C. Esty and Scott Mayfield
In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details
- February 2023
- Case
Seemore Meats & Veggies
By: Lou Shipley, Patricia Favreau and Mel Martin
Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets... View Details
- February 2023
- Article
Climate Solutions Investments
By: Alex Cheema-Fox, George Serafeim and Hui (Stacie) Wang
An increasing number of companies are providing products and services that help reduce carbon emissions in the economy. We develop a methodology to identify those companies and create a sample of publicly listed climate solutions companies allowing us to study their... View Details
- 2023
- Working Paper
Networking Frictions: Evidence from Entrepreneurial Networking Events in Lomé
By: Stefan Dimitiadis and Rembrand Koning
Spatial proximity between firms plays a crucial role in entrepreneurship by creating knowledge spillovers, enabling resource sharing, and sparking productivity gains. Building on these insights, research has explored whether institutions and organizations can engineer... View Details
- January 2023 (Revised May 2023)
- Case
Peloton Interactive (A)
By: Suraj Srinivasan, Lynn S. Paine and David Lane
Early in February 2022, the board of Peloton Interactive faced some knotty challenges. Immense pandemic demand for its stationary exercise bicycles and treadmills had prompted the firm to scale up production rapidly. But as gyms reopened and the virulence of the virus... View Details
- January 2023 (Revised December 2023)
- Case
OhmConnect: Energizing the Future
By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households... View Details
Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe
- January 2023 (Revised January 2024)
- Case
Digital Transformation at Tata Steel
By: Krishna Palepu, Das Narayandas, Radhika Kak and Rachna Tahilyani
T.V. Narendran, CEO of Tata Steel, India’s oldest steel manufacturing firm, had taken concrete business and cultural transformation steps to future-ready the firm since taking over in 2013. He had deleveraged and instilled financial discipline, acquired new businesses,... View Details