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- All HBS Web
(681)
- People (4)
- News (161)
- Research (377)
- Events (4)
- Multimedia (9)
- Faculty Publications (338)
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- 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
- July–August 2023
- Article
Demand Learning and Pricing for Varying Assortments
By: Kris Ferreira and Emily Mower
Problem Definition: We consider the problem of demand learning and pricing for retailers who offer assortments of substitutable products that change frequently, e.g., due to limited inventory, perishable or time-sensitive products, or the retailer’s desire to... View Details
Keywords: Experiments; Pricing And Revenue Management; Retailing; Demand Estimation; Pricing Algorithm; Marketing; Price; Demand and Consumers; Mathematical Methods
Ferreira, Kris, and Emily Mower. "Demand Learning and Pricing for Varying Assortments." Manufacturing & Service Operations Management 25, no. 4 (July–August 2023): 1227–1244. (Finalist, Practice-Based Research Competition, MSOM (2021) and Finalist, Revenue Management & Pricing Section Practice Award, INFORMS (2019).)
- 22 May 2024
- HBS Case
Banned or Not, TikTok Is a Force Companies Can’t Afford to Ignore
TikTok is developing an in-app marketplace in some countries that takes consumers “seamlessly from videos and live streams to shopping,” the case notes. Most of the TikTok Shop’s e-commerce sales are, for the moment, in Southeast Asia,... View Details
- 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
Avery, Jill. "Glossier: Co-Creating a Cult Brand with a Digital Community." Harvard Business School Case 519-022, January 2019. (Revised October 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
- 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
Eisenmann, Thomas R., and Laura Winig. "Rent the Runway." Harvard Business School Case 812-077, November 2011. (Revised December 2012.)
- 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
- 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
- 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
- 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
- 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
Moreno, Antonio. "Zara: An Integrated Store and Online Model (A)." Harvard Business School Case 620-073, January 2020. (Revised October 2021.)
- 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)
Eisenmann, Thomas R., and Lisa Mazzanti. "Quincy Apparel (A)." Harvard Business School Case 815-067, February 2015. (Revised March 2022.)
- 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
- 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
Israeli, Ayelet, and Jill Avery. "Predicting Consumer Tastes with Big Data at Gap." Harvard Business School Case 517-115, May 2017. (Revised March 2018.)
- 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
Gupta, Sunil, Das Narayandas, and Rachna Tahilyani. "Paytm: Building a Payments Network." Harvard Business School Case 517-091, January 2017. (Revised May 2019.)
- 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
- 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
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.)
- 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
- 10 Jan 2023
- Op-Ed
Time to Move On? Career Advice for Entrepreneurs Preparing for the Next Stage
table for you? Maybe you spent the last decade in e-commerce and you’d like to try an adjacent area like marketing technology or retail? What type of people do you prefer to not work with? For example, extroverts or introverts,... View Details
Keywords: by Julia Austin
- 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