Publications

February 2022
Teaching Note

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli

Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

including those focused on health care, consumer packaged goods, media and advertising. During the afternoon keynote, Marc Pritchard, Chief Brand Officer of P&G discussed the future of advertising.... View Details

Keywords: Entertainment / Media / Sports

16 Dec 2013
HBS Case

D’O: Making a Michelin-Starred Restaurant Affordable

For restaurateurs, receiving a Michelin star can be a mixed blessing. Certainly it's a rare and celebrated honor—the French company bestows its one-, two-, and three-star ratings only to a select few... View Details

Keywords: by Carmen Nobel & Joanie Tobin; Food & Beverage

19 Apr 2004
Research & Ideas

Ground-Floor Opportunities for Retail in India

Rangan brought together veterans of the retail world to share strategies for cashing in on what could be a new wave of organized retail in India. The discussion took place April 4 at the India Business Conference at HBS. Kishore Biyani launched the country's first... View Details

Keywords: by Julia Hanna; Consumer Products; Retail

14 Sep 2007
Research & Ideas

How to Profit from Scarcity

of scarcity can be a smart marketing strategy. And even if you're in the unfortunate position of experiencing very real scarcity, there are tactics you can employ to minimize the brand damage View Details

Keywords: by John Quelch; Consumer Products; Advertising

Ronnie Screwvala

Keywords: Media; Entertainment; Diversified

28 Oct 2019
Research & Ideas

Brick-and-Mortar Stores Are Making a Comeback

retail. Q: What’s different about the physical storefront in this renaissance of retail? Jill Avery: There’s a lot of experimentation around what a store is and what it could do. In this new worldview, a store has to create a View Details

Keywords: by Jen McFarland Flint; Retail

Career Coach

Andrea Kimmel

banking prior to HBS and then led to consumer and retail brand marketing and finally to the start-up she began in the childcare industry in 2011... View Details

Keywords: Education; Entrepreneurship; Investment Banking; Financial Services (All); Retail

Career Coach

Becca Carnahan

resumes, cover letters, and LinkedIn profiles and specializes in personal branding and storytelling. Becca is a proud working mom of two from... View Details

Keywords: Education; Publishing / Communications / Advertising

September 2002 (Revised January 2003)
Case

A-Rod: Signing the Best Player in Baseball

By: Randolph B. Cohen

This case analyzes a large investment decision considered by the Texas Rangers in 2000: whether to spend $252 million for the services of shortstop Alex Rodriguez. The signing was probably the most controversial sports contract of the past decade. View Details

Keywords: Selection and Staffing; Investment; Sports; Brands and Branding; Sports Industry

December 22, 2023
Article

How NFTs Will Make a Comeback in 2024

By: Scott Duke Kominers and Steve Kaczynski

NFTs are poised to be a major driver of Web3 adoption in 2024 – but the successful projects will look very different from what’s come before. View Details

Keywords: NFTs; Web3; Crypto Economy; Value Creation; Brands and Branding; Marketing Strategy

Read Now

April 1998
Case

Compaq, 1998

By: Steven C. Wheelwright and Matt Verlinden

In 1997, Compaq Computer Corp. had become a $25 billion powerhouse. It had accomplished its revenue growth projections, successfully made a number of strategic acquisitions, and increased its gross margins, principally by moving up market into servers, workstations,... View Details

Keywords: Mergers and Acquisitions; Transformation; Customer Relationship Management; Profit; Revenue; Growth and Development Strategy; Brands and Branding; Distribution Channels; Alliances; Customization and Personalization; Computer Industry

12 PM – 1 PM EDT, 30 Sep 2014
Webinars: Trending@HBS

Building a Global Brand: Why You Aren't Buying Venezuelan Chocolate

Building a Global Brand: Why you arent buying Venezuelan chocolate The next wave of global challengers will be firms from emergent market countries like Brazil, China, and India. Who are these companies and what are the barriers they are trying to overcome? View Details

13 Feb 2017
Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

spending in the United States in 2015, up from $26 billion in 2010. Advertisers are steering the biggest share of their digital ad dollars—about half of all online ad expenditures—toward paid search. "Smaller businesses have less of an established View Details

Keywords: by Dina Gerdeman; Food & Beverage

Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han

Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior

Find at Harvard

January 2018
Case

Kids & Company: Entering the U.S.

By: Boris Groysberg, Matthew G. Preble and Katherine Connolly Baden

In April 2017, Victoria Sopik and Jennifer Nashmi, CEO and CFO (respectively) of Kids & Company, a Canadian childcare provider that they had co-founded in the early 2000s and developed into a nearly 100-unit enterprise, are discussing how the company should proceed... View Details