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      • September 2020 (Revised July 2022)
      • Exercise

      Artea (D): Discrimination through Algorithmic Bias in Targeting

      By: Eva Ascarza and Ayelet Israeli
      This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
      Keywords: Targeted Advertising; Discrimination; Algorithmic Data; Bias; Advertising; Race; Gender; Marketing; Diversity; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Retail Industry; Retail Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea (D): Discrimination through Algorithmic Bias in Targeting." Harvard Business School Exercise 521-043, September 2020. (Revised July 2022.)
      • September 2020 (Revised June 2023)
      • Exercise

      Artea: Designing Targeting Strategies

      By: Eva Ascarza and Ayelet Israeli
      This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
      Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; "Marketing Analytics"; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Retail Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised June 2023.)
      • September 2020 (Revised July 2022)
      • Supplement

      Spreadsheet Supplement to "Artea: Designing Targeting Strategies"

      By: Eva Ascarza and Ayelet Israeli
      Spreadsheet Supplement to "Artea: Designing Targeting Strategies" (521-021). View Details
      Keywords: Race; Gender; Marketing; Diversity; Customer Relationship Management; Retail Industry; Retail Industry; Retail Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. Spreadsheet Supplement to "Artea: Designing Targeting Strategies". Harvard Business School Spreadsheet Supplement 521-703, September 2020. (Revised July 2022.)
      • September 2020 (Revised July 2022)
      • Supplement

      Spreadsheet Supplement to Artea (B) and (C)

      By: Eva Ascarza and Ayelet Israeli
      Spreadsheet Supplement to "Artea (B): Including Customer-level Demographic Data" and "Artea (C): Potential Discrimination through Algorithmic Targeting" View Details
      Keywords: Gender; Race; Diversity; Marketing; Customer Relationship Management; Demographics; Prejudice and Bias; Retail Industry; Retail Industry; Retail Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Spreadsheet Supplement to Artea (B) and (C)." Harvard Business School Spreadsheet Supplement 521-704, September 2020. (Revised July 2022.)
      • September 2020 (Revised June 2023)
      • Supplement

      Spreadsheet Supplement to Artea Teaching Note

      By: Eva Ascarza and Ayelet Israeli
      Spreadsheet Supplement to Artea Teaching Note 521-041. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and... View Details
      Keywords: Targeted Advertising; Algorithmic Data; Bias; Advertising; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Retail Industry; Retail Industry; United States
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      Ascarza, Eva, and Ayelet Israeli. "Spreadsheet Supplement to Artea Teaching Note." Harvard Business School Spreadsheet Supplement 521-705, September 2020. (Revised June 2023.)
      • 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; Entertainment and Recreation Industry
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      Elberse, Anita, and Julia McNicholas. "Chip and Joanna Gaines' Magnolia Network." Harvard Business School Case 521-044, September 2020.
      • September 2020
      • Case

      Walmart Health: Scaling During a Pandemic

      By: Robert S. Huckman, Yoonjin Min and Marissa Thiel
      Amidst the onset of COVID-19 pandemic in the United States, Marcus Obsborne, Vice President for Health and Wellness Transformation at Walmart was planning to scale its new health care clinic business, Walmart Health, to additional locations in Georgia and beyond.... View Details
      Keywords: Health Care and Treatment; Health Pandemics; Health; Service Delivery; Growth and Development Strategy; Health Industry; United States; Arkansas; Georgia (state, US); Texas
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      Huckman, Robert S., Yoonjin Min, and Marissa Thiel. "Walmart Health: Scaling During a Pandemic." Harvard Business School Case 621-061, September 2020.
      • September 2020 (Revised March 2022)
      • Case

      JOANN: Joannalytics Inventory Allocation Tool

      By: Kris Ferreira and Srikanth Jagabathula
      Michael Joyce, Vice President of Inventory Management at JOANN, championed an effort to develop and implement an inventory allocation analytics tool that used advanced analytics to predict in-season demand of seasonal items for each of JOANN’s nearly 900 stores and... View Details
      Keywords: Analytics; Machine Learning; Optimization; Inventory Management; Mathematical Methods; Decision Making; Operations; Supply Chain Management; Resource Allocation; Distribution; Technology Adoption; Applications and Software; Change Management; Fashion Industry; Fashion Industry; Fashion Industry; United States; Ohio
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      Ferreira, Kris, and Srikanth Jagabathula. "JOANN: Joannalytics Inventory Allocation Tool." Harvard Business School Case 621-055, September 2020. (Revised March 2022.)
      • September 2020 (Revised February 2021)
      • Case

      Zameer Kassam Fine Jewelry: Engaging Clients

      By: Ryan W. Buell and Amy Klopfenstein
      Zameer Kassam Fine Jewelry (ZKFJ) designs custom engagement rings that tell the story of a couple’s relationship. The case describes the company’s process for engaging clients, which has historically been a relatively offline, high-touch experience. Obliged by... View Details
      Keywords: Customer Engagement; Service Delivery; Health Pandemics; Internet and the Web; Customer Satisfaction; Organizational Change and Adaptation; Growth and Development; Retail Industry
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      Buell, Ryan W., and Amy Klopfenstein. "Zameer Kassam Fine Jewelry: Engaging Clients." Harvard Business School Case 621-043, September 2020. (Revised February 2021.)
      • September 2020
      • Article

      Customer Supercharging in Experience-Centric Channels

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details
      Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
      • August 2020 (Revised March 2021)
      • Supplement

      Migros Turkey: Scaling Online Operations (B)

      By: Antonio Moreno and Gamze Yucaoglu
      The case opens in February 2020 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are looking over the results of the fulfillment pilot the... View Details
      Keywords: Grocery; Business Model; Strategy; Digital Platforms; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Retail Industry; Turkey
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      Moreno, Antonio, and Gamze Yucaoglu. "Migros Turkey: Scaling Online Operations (B)." Harvard Business School Supplement 621-027, August 2020. (Revised March 2021.)
      • 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; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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      Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
      • 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; Consumer Products Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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      Gupta, Sunil, Elie Ofek, and Julia Kelley. "Pattern Brands." Harvard Business School Case 521-009, July 2020. (Revised January 2021.)
      • July 2020
      • Case

      Karen Bruck: Growing Managers at MercadoLibre

      By: Joshua D. Margolis, Fernanda Miguel and Mariana Cal
      Karen Bruck, Corporate Sales Director at MercadoLibre, Latin America's largest e-commerce platform, needs to make a decision about one of her managers, who, while analytically savvy, has an approach that does not fit in with the company's culture. View Details
      Keywords: Performance Evaluation; Employee Relationship Management; Decision Making; Interpersonal Communication; Organizational Culture; Retail Industry; Latin America; Argentina
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      Margolis, Joshua D., Fernanda Miguel, and Mariana Cal. "Karen Bruck: Growing Managers at MercadoLibre." Harvard Business School Case 421-013, July 2020.
      • July 2020
      • Case

      Driving Transformation at the Majid Al Futtaim Group

      By: Suraj Srinivasan and Esel Çekin
      The case opens with Alain Bejjani, CEO of Majid Al Futtaim (MAF) Holding, anticipating on the Group’s next phase in the multi-year transformation journey and reflecting on the initiatives he implemented to create the Group’s growth-oriented culture. Founded in 1995,... View Details
      Keywords: Transformation; Organizational Change and Adaptation; Organizational Culture; Growth and Development Strategy; Retail Industry; United Arab Emirates; Middle East; Dubai
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      Srinivasan, Suraj, and Esel Çekin. "Driving Transformation at the Majid Al Futtaim Group." Harvard Business School Case 121-002, July 2020.
      • 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
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      Alcácer, Juan, and Alpana Thapar. "Majid Al Futtaim Retail Geographic Expansion: Brick or Click?" Harvard Business School Case 720-482, June 2020. (Revised August 2020.)
      • June 2020 (Revised May 2022)
      • Case

      Vanguard Retail Operations (A)

      By: Willy C. Shih and Antonio Moreno
      The first two cases in this series are set in the financial services industry, and explore whether it is better for back-office workers to be generalists who provide the flexibility of being able to handle the complete range of transactions that the company faces or... View Details
      Keywords: Pooling; Generalist Model; Specialist Model; Operations; Service Operations; Management; Job Design and Levels; Financial Services Industry; United States
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      Shih, Willy C., and Antonio Moreno. "Vanguard Retail Operations (A)." Harvard Business School Case 620-104, June 2020. (Revised May 2022.)
      • June 2020 (Revised August 2020)
      • Supplement

      Vanguard Retail Operations (B)

      By: Willy C. Shih and Antonio Moreno
      The first two cases in this series are set in the financial services industry, and explore whether it is better for back-office workers to be generalists who provide the flexibility of being able to handle the complete range of transactions that the company faces or... View Details
      Keywords: Pooling; Generalist Model; Specialist Model; Service Operations; Management; Financial Services Industry; United States
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      Shih, Willy C., and Antonio Moreno. "Vanguard Retail Operations (B)." Harvard Business School Supplement 620-105, June 2020. (Revised August 2020.)
      • June 2020
      • Case

      What IKEA Do We Want?

      By: Juan Alcácer, Cynthia A. Montgomery, Emilie Billaud and Vincent Dessain
      In 2018, Swedish furniture maker IKEA was undergoing a significant transformation. Challenged by the rise of online shopping and changing consumer behavior, and mourning the death of its founder, the Company's top executives knew they had to step out of their comfort... View Details
      Keywords: Business Strategy; Transformation; Leading Change; Mission and Purpose; Business Model; Emerging Markets; Customer Focus and Relationships; Organizational Culture; Disruption; Consumer Products Industry; Consumer Products Industry; Europe; Netherlands; Sweden; China; India; United States
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      Alcácer, Juan, Cynthia A. Montgomery, Emilie Billaud, and Vincent Dessain. "What IKEA Do We Want?" Harvard Business School Case 720-429, June 2020.
      • June 2020
      • Case

      Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center

      By: William R. Kerr, Daniel O'Connor and James Palano
      Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details
      Keywords: Future Of Work; Retail; Ecommerce; Alibaba; Consumer Products; Innovation; Innovation and Invention; Product Development; Consumer Behavior; E-commerce; Consumer Products Industry; Consumer Products Industry; China
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      Kerr, William R., Daniel O'Connor, and James Palano. "Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center." Harvard Business School Case 820-087, June 2020.
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