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  • May 2021 (Revised February 2024)
  • Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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  • 19 Jan 2022
  • In Practice

7 Trends to Watch in 2022

transfer ownership to assets like digital art and music tracks, and also help make it clear who the owners are, so they can coalesce into communities. Moreover, NFTs are programmable—which makes it possible to expand their features and... View Details
Keywords: by HBS News
  • 15 Mar 2011
  • First Look

First Look: March 15

Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with View Details
Keywords: Sean Silverthorne
  • 10 Apr 2018
  • First Look

First Look at New Research, April 10, 2018

theoretical illustrations and Monte Carlo simulations to validate our claims. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=52743 Executive Education in the Digital Vortex: The Disruption of the Supply Landscape... View Details
Keywords: Sean Silverthorne
  • 13 May 2014
  • First Look

First Look: May 13

"freemium" business model, which is used by some Internet businesses and smartphone application developers to give users free basic features of a digital product and access to premium functionality for a subscription fee. The... View Details
Keywords: Sean Silverthorne
  • 24 Mar 2015
  • First Look

First Look: March 24

a brand that once again stands for luxury and that has a strong global and digital footprint. Yet, the leadership change is met with skepticism. Is Burberry's current strategy also the right one for the... View Details
Keywords: Sean Silverthorne
  • 19 May 2015
  • First Look

First Look: May 19

retained its talent; and how Chinese private enterprise can go global. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/415050-PDF-ENG Harvard Business School Case 515-032 American Well: The DTC Decision In late 2013, telehealth company American Well, which... View Details
Keywords: Sean Silverthorne
  • 10 Nov 2015
  • First Look

November 10, 2015

Strengthening the Brand with Digital Marketing Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92... View Details
Keywords: Sean Silverthorne
  • 20 Jun 2017
  • First Look

First Look at New Research and Ideas, June 20

the United States. Patrón needed to grow, and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patrón to conquer... View Details
Keywords: Sean Silverthorne
  • 02 Mar 2015
  • Research & Ideas

Retail Reaches a Tipping Point—Which Stores Will Survive?

Alvarez, and research associate Dan Greenberg (Harvard MBA 2012). Their new book Retail Revolution: Will Your Brick-and-Mortar Store Survive?, predicts, among many other things, the continuing decline of major brick and mortar brands... View Details
Keywords: by Sean Silverthorne; Retail
  • 02 Sep 2016
  • Op-Ed

The Twitter Election

unlikely to suffice. Many voters are now looking not just for problem-solving skills but for specific policy solutions that hold up under scrutiny.Third, Trump is under-leveraging Twitter. Though he feeds his followers a continuing diet of controversial tweets that... View Details
Keywords: by John Quelch and Thales Teixeira
  • 14 Feb 2017
  • First Look

First Look at New Research: February 14

working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=43385 Harvard Business School Case 817-012 DataXu: Selling Ad Tech DataXu served marketers by buying digital advertising for brands using its... View Details
Keywords: Sean Silverthorne
  • 17 Nov 2020
  • In Practice

How Retailers Can Thrive in a Shopping Season Like No Other

retailers’ annual sales, so it is a critical time to get retail execution right. Dynamic pricing strategies must be carefully executed to maximize margins while driving volume. Inventory turns must be carefully monitored so that physical and View Details
Keywords: by Danielle Kost; Retail
  • 23 Oct 2018
  • First Look

New Research and Ideas, October 23, 2018

case:https://hbsp.harvard.edu/product/319027-PDF-ENG Harvard Business School Case 718-511 BuzzFeed—What Future for Native Advertising and Branded Content? Jonah Peretti, CEO of digital publishing company... View Details
Keywords: Dina Gerdeman
  • 24 Jan 2012
  • First Look

First Look: Jan. 24

that priming relevant networks (e.g., family or friends) makes products associated with those networks more attractive. Read the paper: http://www.people.hbs.edu/mnorton/anik norton.pdf The Influence of Prior Industry Affiliation on Framing in Nascent Industries: The... View Details
Keywords: Sean Silverthorne
  • 26 Nov 2012
  • Research & Ideas

New Winners and Losers in the Internet Economy

calls the "less glamorous layer" that supports those big brand names, such as digital advertising agencies, ad networks, ad exchanges, customer analytics firms, listening platforms, and other firms... View Details
Keywords: by Dina Gerdeman; Publishing
  • 19 Jul 2011
  • First Look

First Look: July 19

Africa, Nike has decided to change its target market focus and to use digital and social media platforms to connect more extensively with consumers. In addition, Nike plans to launch innovative new boots and engage in corporate... View Details
Keywords: Sean Silverthorne
  • 20 Nov 2007
  • First Look

First Look: November 20, 2007

MaterialsColgate Max Fresh: Global Brand Roll-Out Harvard Business School Case 508-009 In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel... View Details
Keywords: Martha Lagace
  • 12 Oct 2011
  • Research & Ideas

Creating Online Ads We Want to Watch

For millions of TV watchers, the commercial break is an annoyance of the past, thanks to the fast-forward button on their digital video recorders. Consequently, advertisers are turning to the web, where popular sites such as YouTube and... View Details
Keywords: by Carmen Nobel; Consumer Products
  • 02 Jan 2018
  • First Look

First Look at New Research and Ideas, January 3, 2018

218-001 Bega Cheese: Bidding to Bring Vegemite Back Home In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelez International’s Australia and New Zealand (ANZ) grocery business, which included several leading... View Details
Keywords: Sean Silverthorne

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