Publications

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

Koo say this is only the next step in their journey, and there’s a lesson here for businesses to follow as well. “They keep evolving,” Koo says. “This is the second wave.” "BTS is differentiating ... Successful companies are constantly changing and View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

11 Dec 2023
Research & Ideas

Doing Well by Doing Good? One Industry’s Struggle to Balance Values and Profits

transforming how work is done and how people are paid for it. This heightened tension between moral and material goals may be nowhere as intense as it is in journalism, a field with strong ethical convictions at its core, but whose... View Details

Keywords: by Scott Van Voorhis

August 2023
Case

WayCool: Reimagining the Food Supply Chain

By: Paul Gompers and Kairavi Dey

Founded in 2015, WayCool, is an Indian agri-tech start-up that built a B2B operation acquiring fruits and vegetables from product-specific agriculture companies and small-holding farmers. It sold them to business customers, such as local retail stores, restaurants, and... View Details

Keywords: Agribusiness; Digital Transformation; Operations; Business Strategy; Supply Chain; Performance; Business Startups; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; Technology Industry; Web Services Industry; Asia; South Asia

Working Paper

AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang

Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details

Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry

SSRN

03 Jun 2022
Research & Ideas

In a Work-from-Anywhere World, How Remote Will Workers Go?

digital nomad visas to attract a global workforce. Digital nomad visas allow tourists to legally work in a foreign country, creating a boon for areas trying to attract remote workers and for companies... View Details

Keywords: by Kara Baskin

10 Feb 2020
In Practice

6 Ways That Emerging Technology Is Disrupting Business Strategy

monetizing their offerings in very different ways. The fact that many of these digital firms are based on a ‘platform’ business model—a term that only applied to railroads a few decades ago—only goes to show how far the new technologies... View Details

Keywords: by Danielle Kost

August 2022
Teaching Note

BTS & ARMY

By: Doug J. Chung and Kay R. Koo

Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details

Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry

April 2024
Case

Dr. Tom Mihaljevic and Cleveland Clinic

By: Linda A. Hill and Lydia Begag

In December 2022, Dr. Tomislav (“Tom”) Mihaljevic, CEO and President of Cleveland Clinic, was reflecting on the last few years at the hospital, marked both by unprecedented challenges and remarkable achievements. Cleveland Clinic had recently been ranked the world’s... View Details

07 Apr 2009
First Look

First Look: April 7, 2009

the 20th century. This case examines how and why this pivotal transformation took place and what its implications may be for corporations that are trying to align their structure with their strategy as they undergo rapid growth and... View Details

Keywords: Martha Lagace

21 Jan 2014
First Look

First Look: January 21

homophily inflates this estimate by 40% (to 38%). In some samples, ignoring latent homophily can result in overestimation of social effects by over 100%. Download working paper: https://www.hbs.edu/faculty/Pages/download.aspx?name=14-053.pdf View Details

Keywords: Sean Silverthorne

30 May 2024
Research & Ideas

Racial Bias Might Be Infecting Patient Portals. Can AI Help?

Health and Hospital Association about the digital transformation of health care and the growing use of apps and other technologies in patient care. During the presentation, Stern recalls, an audience member... View Details

Keywords: by Ben Rand; Health

30 Oct 2018
First Look

New Research and Ideas, October 30, 2018

ready for bots to become the face of its brand to its prospective customers? Purchase this case:https://hbsp.harvard.edu/product/518067-PDF-ENG Harvard Business School Case 318-114 Verizon 2018 In 2018, CEO Lowell McAdam led efforts to View Details

Keywords: Dina Gerdeman

February 2017
Case

Aston Martin: A Second Century of Performance and Luxury

By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal

Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized... View Details

09 Jan 2020
Book

Rethinking Business Strategy in the Age of AI

integrated 21-inch tablet computers have become a fitness sensation. For $39 per month, Peloton offers access to live-streamed classes where members can track their performance on a leader board, virtually connect with fellow classmates, and hear instructors call out... View Details

Keywords: by Dina Gerdeman

08 Sep 2022
Book

Gen Xers and Millennials, It’s Time To Lead. Are You Ready?

from decades of teaching students from the Gen X, Millennial, and Gen Z eras. George and coauthor Zach Clayton, CEO of the digital marketing firm Three Ships, urge young leaders to usher in a new way of doing business—one based on... View Details

Keywords: by Lane Lambert

January 2024 (Revised February 2024)
Case

Data-Driven Denim: Financial Forecasting at Levi Strauss

By: Mark Egan

The case examines Levi Strauss’ journey in implementing machine learning and AI into its financial forecasting process. The apparel company partnered with the IT company Wipro in 2017 to develop a machine learning algorithm that could help Levi Strauss forecast its... View Details

Keywords: Investor Relations; Forecasting; Machine Learning; Artificial Intelligence; Apparel; Corporate Finance; Forecasting and Prediction; AI and Machine Learning; Digital Transformation; Apparel and Accessories Industry; United States

16 Oct 2018
First Look

New Research and Ideas, October 16, 2018

Digital Transformation at Brazilian Retailer Magazine Luiza By late 2017, Brazilian retailer Magazine Luiza's CEO was convinced that the company could significantly grow sales and accomplish its aspirations... View Details

Keywords: Dina Gerdeman

22 Jan 2019
First Look

New Research and Ideas, January 22, 2019

2019 New York: PublicAffairs Creative Construction: The DNA of Sustained Innovation By: Pisano, Gary P. Abstract— Creative Construction tackles the myth that larger enterprises are inherently incapable of transformative innovation and are... View Details

Keywords: Dina Gerdeman

February 2021
Case

Enterprise Agility at Komerční Banka

By: Euvin Naidoo, Suraj Srinivasan and Sarah Gulick

In 2017, Jan Juchelka, the new CEO of Komerční Banka, identified the need for the bank to start an enterprise wide agile transformation. He started by working to create a sense of urgency to kick-start a process to enable the level of service delivery to customers he... View Details

Keywords: Agile; Agility; Transformation; Organizational Structure; Business Headquarters; Management Analysis, Tools, and Techniques; Management Systems; Banking Industry; Czech Republic