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  • November 2021 (Revised December 2022)
  • Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details
Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
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    Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market

    The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform competition in a setting where prices are determined by negotiations between platforms and businesses. We compile a... View Details
    • 2024
    • Working Paper

    “If You’re Not There… You’re Not There”: How Art Market Platforms Induce Status Anxiety to Coerce Participation

    By: James Riley and Ezra Zuckerman Sivan
    This paper, an 18-month ethnographic investigation of international art fairs (IAFs), shows how market platforms can have a coercive effect, inducing sellers (i.e., art galleries) to participate despite ambivalence over their value and anxiety over the process by which... View Details
    Keywords: Market Participation; Status and Position; Competition; Demand and Consumers; Fine Arts Industry
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    • Article

    Liquidity Provision and Stock Return Predictability

    By: Mark Seasholes and Terrence Hendershott
    This paper examines the trading behavior of two groups of liquidity providers (specialists and competing market makers) using a six-year panel of NYSE data. Trades of each group are negatively correlated with contemporaneous price changes. To test for return... View Details
    Keywords: Liquidity; Market Makers; Market Efficiency; Inventory; Liquidity Provision; Market Design; Financial Liquidity; Stocks; Investment Return
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    • May 2012 (Revised September 2012)
    • Case

    HTC Corp. in 2012

    By: David B. Yoffie, Juan Alcacer and Renee Kim
    After 15 years of remarkable achievements, Taiwan-based HTC Corp. faced difficult times by 2012. CEO Peter Chou, who drove HTC's transformation from an unknown manufacturer of PDAs for other companies to a well-known global player in smartphones, faced an uncertain and... View Details
    Keywords: Corporate Social Responsibility; Telecommunications; Brand Management; Economies Of Scale And Scope; Market Positioning; Intellectual Property Management; Technological Innovation; Information Infrastructure; Competitive Strategy; Innovation and Invention; Patents; Product Positioning; Telecommunications Industry; Taiwan
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    • December 2022 (Revised January 2023)
    • Case

    Cann: High Hopes for Cannabis Infused Beverages

    By: Ayelet Israeli and Anne V. Wilson
    Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six... View Details
    Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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    • January 2015 (Revised July 2015)
    • Case

    Jimmy Choo

    By: Anat Keinan and Sandrine Crener
    Jimmy Choo is a British luxury accessories brand, specializing in shoes, handbags, accessories, and fragrances. Founded in 1996 in London by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE, the brand enjoyed immediate success and rapidly... View Details
    Keywords: Luxury Brand; Fashion; Designer Brand; Shoe; Fashion Accessories; Retail; Entrepreneurship; Branding; Brand Positioning; New Market Development; Entry Into China; Luxury Chinese Market; Global Brands; Growth Strategy; Jimmy Choo; Christian Louboutin; China; Globalized Firms and Management; Marketing Strategy; Market Entry and Exit; Luxury; Cross-Cultural and Cross-Border Issues; Brands and Branding; Fashion Industry; Apparel and Accessories Industry; China; Great Britain
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    • Working Paper

    Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry

    By: Dominika Kinga Randle and Gary P. Pisano
    An enduring trait of modern corporations is their propensity to diversify into multiple lines of business. Penrosian theories conceptualize diversification as a strategy to exploit a firm’s fungible, yet “untradeable,” resources and point to redeployment of... View Details
    Keywords: Growth and Development Strategy; Technology Adoption; Diversification; Market Entry and Exit; Transformation
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    • Web

    Driving Impact in Emerging Markets with HBS Alum Nneka Chime (MBA 2015) - Recruiting

    Insights & Advice 22 Mar 2024 Driving Impact in Emerging Markets with HBS Alum Nneka Chime (MBA 2015) Becca Carnahan Author HBS Team tag Alumni Student & Alumni Stories Nneka Chime’s (MBA 2015) career path offers an alternative road map... View Details
    • 25 Apr 2014
    • Research & Ideas

    To Pay or Not to Pay: Argentina and the International Debt Market

    fight for the long haul. The legal battle will culminate in the United States Supreme Court, with a ruling expected in June. Not Setting Precedent While most observers remain focused on the outcome of the Argentina case, the bigger question is what impact the case will... View Details
    Keywords: by Laura Alfaro
    • November–December 2023
    • Article

    Look the Part? The Role of Profile Pictures in Online Labor Markets

    By: Isamar Troncoso and Lan Luo
    Profile pictures are a key component of many freelancing platforms, a design choice that can impact hiring and matching outcomes. In this paper, we examine how appearance-based perceptions of a freelancer’s fit for the job (i.e., whether a freelancer "looks the part"... View Details
    Keywords: Freelancers; Gig Workers; Demographics; Prejudice and Bias; Selection and Staffing; Jobs and Positions; Analytics and Data Science
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    • 19 Sep 2024
    • Blog Post

    A Day at Royal FloraHolland: The Epicenter of the Global Flower Market

    house offered a unique lens into the vibrant global horticulture industry. RFH’s Dominant Global Position: Dominant Position in the Flower Supply Chain RFH's dominant position in the flower supply chain is... View Details
    • May 2010
    • Case

    Flare Fragrances Company, Inc: Analyzing Growth Opportunities

    By: John A. Quelch and Lisa D. Donovan
    Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly... View Details
    Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Product Launch; Segmentation; Growth and Development Strategy; Consumer Products Industry
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    • Research Summary

    How Does Foreign Direct Investment Promote Economic Growth? Exploring the Effects of Financial Markets on Linkages (with Areendam Chanda, Sebnem Kalemli-Ozcan and Selin Sayek)

    By: Laura Alfaro
    The empirical literature finds mixed evidence on the existence of positive productivity externalities in the host country generated by foreign multinational companies. We propose a novel mechanism, which emphasizes the role of local financial markets in enabling... View Details
    • 22 Mar 2024
    • Blog Post

    Driving Impact in Emerging Markets with HBS Alum Nneka Chime (MBA 2015)

    leveraging MBA internships and exposure to various industries that HBS provided. However, she knew creating opportunities in emerging markets was a stronger calling. “Facing inequality and poverty can be depressing, and I could see an... View Details
    • October 2012 (Revised March 2014)
    • Teaching Note

    Baltic Beverages Holding: Competing in a Globalizing World (A) and (B)

    By: Juan Alcácer
    The teaching plan to accompany "Baltic Beverages Holding: Competing in a Globalizing World (A)," HBS No. 713-430; "Baltic Beverages Holding: Competing in a Globalizing World (B)," HBS No. 713-471. It is divided into an introduction, followed by three discussion... View Details
    Keywords: Strategic Positioning; Location Choices; Location Strategies; Strategic Planning; Strategy; Globalization; Global Strategy; Globalized Markets and Industries; Food and Beverage Industry; Sweden; Soviet Union
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    • July 2015 (Revised April 2016)
    • Case

    Lomography: Analog in a Digital World

    By: John T. Gourville, Karol Misztal and Emer Moloney
    In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses... View Details
    Keywords: Positioning; Product Lines; Product Line Management; Mission and Purpose; Organizational Change and Adaptation; Technological Innovation; Brands and Branding; Fine Arts Industry; Manufacturing Industry; Technology Industry
    Related
    • January 2017
    • Teaching Note

    The Park Hotels: Revitalizing an Iconic Indian Brand

    By: Jill Avery and Chekitan S. Dev
    Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details
    Keywords: Brand Management; Brand Positioning; Brand Portfolio Strategy; Brand Architecture; Brand Repositioning; Target Market; Hospitality; Hotel Industry; Marketing; Brands and Branding; Marketing Strategy; Service Delivery; Travel Industry; Service Industry; India; Asia
    Related
    • June 2018 (Revised October 2020)
    • Case

    Global Brand Management of Anheuser Busch InBev's Budweiser

    By: Jill Avery
    Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details
    Keywords: Brand Management; Global Brands; Brand Positioning; Brand Extension; Brand Storytelling; Brand Equity; Marketing; Marketing Strategy; Brands and Branding; Advertising; Global Strategy; Cross-Cultural and Cross-Border Issues; Consumer Behavior; Marketing Communications; Consumer Products Industry; Food and Beverage Industry; Advertising Industry; Africa; China; United States; North America; South Africa; Nigeria; Kenya; Cameroon; Canada
    Related
    • June 2014
    • Supplement

    eBay Partner Network — slide supplement (widescreen)

    By: Benjamin Edelman
    eBay considers adjustments to the structure and rules of its affiliate marketing program, eBay Partner Network (ePN). In particular, eBay reevaluates affiliate compensation structure, the role of bonuses for especially productive affiliates, and the overall rationale... View Details
    Keywords: History; Online Technology; Markets; Negotiation Participants; Marketing; Job Cuts and Outsourcing; Internet and the Web; Marketing Channels; Business Processes; Change; Compensation and Benefits; Web Services Industry
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