• Research Summary

Microwedges: Challenging power one small opening at a time [Dissertation, job market paper]

Based on a 31-month qualitative inductive study of multidisciplinary change teams, I introduce the concept of the “microwedge”—a small action or series of actions by team members that allows the team to examine their own assumptions so that they can begin to engage... View Details

• 26 Oct 2020
• News

Trump's work visas suspension cost $100B in big companies' market value – study

• August 2014 (Revised October 2014)
• Case

Beyoncé

By: Anita Elberse and Stacie Smith

In December 2013, music superstar Beyoncé is about to surprise her fans with the release of her self-titled album. The team at her company Parkwood Entertainment, which general manager Lee Anne Callahan-Longo described as "a management, music, and production company... View Details

Keywords: Marketing; Beyoncé; Internet and the Web; Music Entertainment; Distribution Channels; Product Launch; Music Industry

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Elberse, Anita, and Stacie Smith. "Beyoncé." Harvard Business School Case 515-036, August 2014. (Revised October 2014.)

• 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; Apparel and Accessories Industry; Apparel and Accessories 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.)

• 18 May 2018
• News

Share buybacks are soaring - is this a sign of market turmoil ahead?

• February 2019
• Case

Canibal—Play It Green!

By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi

In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details

Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France

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Cespedes, Frank V., Joseph B. Fuller, Tonia Labruyere, and Elena Corsi. "Canibal—Play It Green!" Harvard Business School Case 319-089, February 2019.

• 2014
• Chapter

Who Needs a Shrink When You Have Businessweek? Using Content Analysis to Get Inside the Heads of Entrepreneurs, VCs and Other Market Participants

By: Timothy G. Pollock and Kisha Lashley

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Pollock, Timothy G., and Kisha Lashley. "Who Needs a Shrink When You Have Businessweek? Using Content Analysis to Get Inside the Heads of Entrepreneurs, VCs and Other Market Participants." In The Routledge Companion to Entrepreneurship, by Ted Baker and Friederike Welter, 432–438. Routledge, 2014.

• 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.

• 2014
• Teaching Note

Zenglibao: An Internet Money Market Fund Run By Tianhong Asset Management Co., LTD. (TN)

By: F. Warren McFarlan, Yongjun Jin and Xiaohui Li

Mobile Internet has imposed an increasing impact on traditional finance. Firstly, some financial business modules can be operated via mobile Internet, and the corresponding transaction cost is greatly reduced. For example, payment by traditional bank draft is replaced... View Details

Keywords: Internet; China; Mobile Devices; Finance; Internet and the Web; Mobile and Wireless Technology; China

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McFarlan, F. Warren, Yongjun Jin, and Xiaohui Li. "Zenglibao: An Internet Money Market Fund Run By Tianhong Asset Management Co., LTD. (TN)." Tsinghua University Teaching Note, 2014.

• 10 Apr 2023
• Blog Post

Creating Emerging Markets Sustainability Series - Innovations to Address the Global Water Crisis

Creating Emerging Markets Sustainability Series – Innovations to Address the Global Water Crisis Cover image features Rosario Bazán (left) and Anil Jain (right). Between March 22 – 24th, world View Details

• December 1995
• Supplement

Doing Business on the Internet: An Interview with Shikhar Ghosh, CEO, Open Market

By: Lynda M. Applegate and Janis Lee Gogan

Keywords: Internet and the Web; Market Transactions

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Applegate, Lynda M., and Janis Lee Gogan. "Doing Business on the Internet: An Interview with Shikhar Ghosh, CEO, Open Market." Harvard Business School Video Supplement 196-503, December 1995.