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  • 28 Nov 2018
  • HBS Case

On Target: Rethinking the Retail Website

fruitful streak came to an abrupt halt with the United States financial crash in the fall of 2008. Target was hit hard—much harder, in fact, than Walmart. Five years later the company was still struggling. With more than 1,800 stores and a relatively new View Details
Keywords: by Dina Gerdeman; Retail
  • January 2021
  • Case

Anodot: Autonomous Business Monitoring

By: Antonio Moreno and Danielle Golan
Autonomous business monitoring platform Anodot leveraged machine learning to provide real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product... View Details
Keywords: Digital Platforms; Internet and the Web; Knowledge Sharing; Information Management; Sales; Value Creation; Product Positioning; Israel
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Moreno, Antonio, and Danielle Golan. "Anodot: Autonomous Business Monitoring." Harvard Business School Case 621-084, January 2021.
  • 31 Jan 2022
  • Research & Ideas

Where Can Digital Transformation Take You? Insights from 1,700 Leaders

This is the first of our three-part "Leading in the Digital Era" series. Read parts two and three. "Got a driver’s license? Good! Now, step into this Formula 1 racecar." This was how one executive of a Latin American e-commerce company... View Details
Keywords: by Linda A. Hill, Ann Le Cam, Sunand Menon, and Emily Tedards
  • 07 Jul 2008
  • Research & Ideas

Innovation Corrupted: How Managers Can Avoid Another Enron

natural gas that were burdened with highly inefficient delivery systems. In time, the company supported his basic concept with EnronOnline, a Web-based trading platform that instantly became the world's largest e-commerce system in 1999.... View Details
Keywords: by Martha Lagace; Energy; Utilities
  • 10 Jan 2024
  • Research & Ideas

Technology and COVID Upended Tipping Norms. Will Consumers Keep Paying?

mean there is change on the horizon? “We basically saw increases in e-commerce penetration among people happen in months that we expected to happen over 10 years. So I think any crisis that disrupts basic consumer behavior allows for... View Details
Keywords: by Anna Lamb, Harvard Gazette
  • 13 May 2024
  • Research & Ideas

Picture This: Why Online Image Searches Drive Purchases

things like, 'When can I find a coat that I like by simply snapping a picture of somebody wearing that coat on the subway?” A new study of a Chinese e-commerce site’s image-powered search tool offers lessons for companies trying to... View Details
Keywords: by Rachel Layne; Information Technology; Technology; Consumer Products; Retail
  • January 2019 (Revised October 2019)
  • Case

Glossier: Co-Creating a Cult Brand with a Digital Community

By: Jill Avery
Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details
Keywords: Brands; Brand Management; Brand Communication; Retailing; DTC; Influencer; Startup; Internet Marketing; Big Data; Crowdsourcing; Growth and Development Strategy; Social Media; E-commerce; Internet and the Web; Digital Marketing; Consumer Products Industry; Beauty and Cosmetics Industry; Retail Industry; United States; North America
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Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 2019.)
  • 07 Jul 2019
  • HBS Case

Walmart's Workforce of the Future

detailing the scope of Walmart’s operations and current strategies in the case “Walmart’s Workforce of the Future.” Published in April, it offers an overview of the considerable investments the retail giant is making in its e-commerce... View Details
Keywords: by Julia Hanna; Retail
  • November 2011 (Revised December 2012)
  • Case

Rent the Runway

By: Thomas R. Eisenmann and Laura Winig
Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round... View Details
Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry
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Eisenmann, Thomas R., and Laura Winig. "Rent the Runway." Harvard Business School Case 812-077, November 2011. (Revised December 2012.)
  • January 2017 (Revised May 2019)
  • Case

Paytm: Building a Payments Network

By: Sunil Gupta, Das Narayandas and Rachna Tahilyani
By January 2017, Paytm, a mobile payments company that started in 2010, became India’s largest mobile payments platform with over 142 million users and $5 billion valuation. Could Paytm become a $100 billion company its founder Vijay Shekhar Sharma envisioned it be? View Details
Keywords: Mobile Payments; Ecommerce; Mobile App; India; Entrepreneurship; Expansion; Service Operations; Mobile and Wireless Technology; E-commerce; Service Industry; India
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Gupta, Sunil, Das Narayandas, and Rachna Tahilyani. "Paytm: Building a Payments Network." Harvard Business School Case 517-091, January 2017. (Revised May 2019.)
  • 21 Nov 2022
  • Research & Ideas

Buy Now, Pay Later: How Retail's Hot Feature Hurts Low-Income Shoppers

with Gen Z shoppers in their teens and 20s. The payment method made up $97 billion—or 2.1 percent—of total US e-commerce sales in 2020, a figure that is expected to double by 2024. BNPL is so lucrative, merchants are paying fintech... View Details
Keywords: by Rachel Layne; Retail; Financial Services; Technology
  • January 2020 (Revised October 2021)
  • Case

Zara: An Integrated Store and Online Model (A)

By: Antonio Moreno
In 2010, amidst the growth of ecommerce and the emergence of new, purely online, fashion players, Zara launched its first online store, Zara.com. Since then, Zara’s online business had grown at a fast pace. By 2018, 12% of Inditex Group’s total sales came from the... View Details
Keywords: Stores; Integration; Operations; Business Model; Strategy; E-commerce; Retail Industry; Fashion Industry; Europe
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Moreno, Antonio. "Zara: An Integrated Store and Online Model (A)." Harvard Business School Case 620-073, January 2020. (Revised October 2021.)
  • October 2017 (Revised October 2022)
  • Case

Jumia Nigeria: from Retail to Marketplace (A)

By: Ramon Casadesus-Masanell and Namrata Arora
Founded in 2012, Jumia Nigeria, a startup effort by Germany-based Rocket Internet, aimed to become an African Amazon. The company entered the nascent market and immediately enjoyed an uptick in consumer spending fueled by the strength of Nigeria’s oil-based economy. By... View Details
Keywords: Retail; Marketplace; Inventory; Ecommerce; Funding; Business Ecosystem; Business Ecosystems; Competition; Business Model; Globalization; Emerging Markets; Expansion; Logistics; Competitive Strategy; E-commerce; Retail Industry; India; Nigeria; Africa
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Casadesus-Masanell, Ramon, and Namrata Arora. "Jumia Nigeria: from Retail to Marketplace (A)." Harvard Business School Case 718-401, October 2017. (Revised October 2022.)
  • February 2015 (Revised March 2022)
  • Case

Quincy Apparel (A)

By: Thomas R. Eisenmann and Lisa Mazzanti
Quincy Apparel designs, manufactures and sells work apparel for young professional women that offers the fit and feel of high-end brands at a lower price. In late 2012, Quincy's cofounders are debating how to approach a crucial board meeting. Their seed-stage startup... View Details
Keywords: Retail; Failure; Online Retail; Women's Apparel; Business Startups; Business Plan; Business Model; Entrepreneurship; Production; E-commerce; Retail Industry; Technology Industry; Fashion Industry; New York (city, NY)
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Eisenmann, Thomas R., and Lisa Mazzanti. "Quincy Apparel (A)." Harvard Business School Case 815-067, February 2015. (Revised March 2022.)
  • May 2017 (Revised March 2018)
  • Case

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery
CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
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Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)
  • 26 Oct 2022
  • Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

their findings in the newly updated working paper “Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers.” They initiated the study because they were fascinated by the growing overlap between e-commerce and... View Details
Keywords: by Kara Baskin; Technology; Media & Broadcasting
  • August 2018 (Revised February 2023)
  • Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
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Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
  • 04 Apr 2011
  • HBS Case

Reinventing the National Geographic Society

for NGS, radical step. The position will be responsible for coordinating web-based offerings and outreach across the Society's numerous departments, integrating several direct-mail efforts into a cohesive e-commerce strategy, and... View Details
Keywords: by Sean Silverthorne; Publishing
  • 06 Feb 2020
  • Research & Ideas

What We Learned from Reading Jeff Bezos’ Patents

focused on devices and three on e-commerce. Given his lead role in these inventions, we surmise that Bezos has developed expertise in e-commerce and devices, two of Amazon’s core business areas. This perhaps isn’t surprising, given Bezos’... View Details
Keywords: by Tricia Gregg and Boris Groysberg; Retail
  • June 2015 (Revised January 2017)
  • Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
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Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
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