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      • January 8, 2025
      • Article

      Why Retailers Are Turning to Third-Party Marketplaces

      By: Antonio Moreno
      Some traditional retailers—including Walmart, Target, and Best Buy—are adopting third-party marketplaces, which connect customers with external sellers and thereby offer customers a much broader selection. Many other traditional retailers are considering whether to... View Details
      Keywords: Marketplace Matching; Distribution Channels; Customer Focus and Relationships; Cost vs Benefits; Retail Industry
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      Moreno, Antonio. "Why Retailers Are Turning to Third-Party Marketplaces." Harvard Business Review Digital Articles (January 8, 2025).
      • November–December 2024
      • Article

      How to Avoid the Agility Trap

      By: Jianwen Liao and Feng Zhu
      Agility is all the rage in strategy circles these days. According to conventional wisdom, organizations should rapidly react to technological advances, new market dynamics, and shifting consumer preferences. But in practice this is nearly impossible to pull off,... View Details
      Keywords: Organizational Change and Adaptation; Competitive Advantage; Growth and Development Strategy; Business Model
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      Liao, Jianwen, and Feng Zhu. "How to Avoid the Agility Trap." Harvard Business Review 102, no. 6 (November–December 2024): 126–133.
      • 2025
      • Working Paper

      Policy-Aware Experimentation: Strategic Sampling for Optimized Targeting Policies

      By: Yi-Wen Chen, Eva Ascarza and Oded Netzer
      Firms often rely on randomized experiments to estimate customer-level treatment effects for targeting policies. Standard "test-then-learn" approaches typically sample customers uniformly to optimize estimation accuracy but ignore economic objectives, leading to... View Details
      Keywords: Research; Customer Focus and Relationships; Profit
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      Chen, Yi-Wen, Eva Ascarza, and Oded Netzer. "Policy-Aware Experimentation: Strategic Sampling for Optimized Targeting Policies." Columbia Business School Research Paper Series, No. 5044549, December 2024. (Revised June 2025.)
      • November 2024 (Revised January 2025)
      • Case

      Precision Agriculture at AGCO

      By: Rajiv Lal, Alicia Dadlani and Ai-Ling Jamila Malone
      In 2024, AGCO, a leading agricultural equipment manufacturer, sought to improve its customers net farm income by 20% over five years by becoming a comprehensive one-stop precision agriculture solutions provider and strengthening its dual channel sales approach—retrofit... View Details
      Keywords: Mergers and Acquisitions; Customer Relationship Management; Collaborative Innovation and Invention; Organizational Culture; Sales; Alignment; Integration; Agriculture and Agribusiness Industry; Manufacturing Industry
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      Lal, Rajiv, Alicia Dadlani, and Ai-Ling Jamila Malone. "Precision Agriculture at AGCO." Harvard Business School Case 525-032, November 2024. (Revised January 2025.)
      • November 2024 (Revised July 2025)
      • Case

      Polish Agro: Where Do We Grow from Here?

      By: Willy C. Shih, Lena Duchene and Daniela Beyersdorfer
      By July 2024, Polish Agro had grown into one of Poland’s fastest-growing agribusinesses, with €230 million in revenue, 82 employees, and operations across Northern Poland. The company supported farmers with essential agricultural inputs like fertilizers and seeds,... View Details
      Keywords: Plant-Based Agribusiness; Distribution; Volatility; Customer Focus and Relationships; Customer Value and Value Chain; Climate Change; Environmental Regulation; Profit; Trade; Digital Strategy; Innovation Strategy; Crisis Management; Growth and Development Strategy; Resource Allocation; Advertising; Brands and Branding; E-commerce; Business and Community Relations; Networks; Adaptation; Adoption; Competitive Advantage; Business Model; Health Pandemics; War; Agriculture and Agribusiness Industry; Europe; Poland
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      Shih, Willy C., Lena Duchene, and Daniela Beyersdorfer. "Polish Agro: Where Do We Grow from Here?" Harvard Business School Case 625-061, November 2024. (Revised July 2025.)
      • November 2024
      • Case

      Ather Energy: The Future of Mobility

      By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen
      Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details
      Keywords: Energy Policy; Climate Change; Alternative Energy; Corporate Entrepreneurship; Transportation; Transformation; Green Technology; Technology Adoption; Communication Strategy; Marketing Strategy; Customer Focus and Relationships; Business Startups; Growth and Development Strategy; Brands and Branding; Product Launch; Product Positioning; Business Strategy; Segmentation; Asia; India
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      Zhang, Shunyuan, Kannan Srinivasan, and Malini Sen. "Ather Energy: The Future of Mobility." Harvard Business School Case 525-040, November 2024.
      • September 2024 (Revised March 2025)
      • Case

      Epic: The Future of Health Information Technology

      By: Regina E. Herzlinger and Brian L. Walker
      How should the founder and leadership team of a health IT company with more than 45 years of market leadership prepare for the future, while navigating founder transitions and industry changes? Founded by Judy Faulkner in the late 1970s, Epic pioneered electronic... View Details
      Keywords: Technological Innovation; Entrepreneurship; Health Care and Treatment; Private Ownership; Customer Focus and Relationships; Information Management; Organizational Change and Adaptation; Business Strategy; Competition; Health Industry; Electronics Industry; Information Technology Industry
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      Herzlinger, Regina E., and Brian L. Walker. "Epic: The Future of Health Information Technology." Harvard Business School Case 325-028, September 2024. (Revised March 2025.)
      • September 2024 (Revised May 2025)
      • Case

      Carrie Wang: Choosing Between the Family Firm and the Family Spirit

      By: Lauren Cohen, Fei Wu and Sophia Pan
      Carrie Wang, Investment Head of the Wang’s single-family office, contemplated her next career steps. As one of the first businessmen who had risen from China’s industrial rise, her father had grown his wealth to a considerable level, eventually requesting that his... View Details
      Keywords: Family Office; Interests Of Consumers; Family Business; Business Growth and Maturation; Financial Management; Financial Strategy; Financial Markets; Investment Portfolio; Investment Return; Private Equity; Customer Relationship Management; Interests; Reputation; Work-Life Balance; Real Estate Industry; China
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      Cohen, Lauren, Fei Wu, and Sophia Pan. "Carrie Wang: Choosing Between the Family Firm and the Family Spirit." Harvard Business School Case 225-031, September 2024. (Revised May 2025.)
      • September 2024
      • Exercise

      Assessing the Value of Unifying and De-Duplicating Customer Data

      By: Elie Ofek and Hema Yoganarasimhan
      This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication... View Details
      Keywords: Customer Relationship Management; Measurement and Metrics; Analytics and Data Science; Value
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      Ofek, Elie, and Hema Yoganarasimhan. "Assessing the Value of Unifying and De-Duplicating Customer Data." Harvard Business School Exercise 525-023, September 2024.
      • September–October 2024
      • Article

      How AI Can Power Brand Management

      By: Julian De Freitas and Elie Ofek
      Marketers have begun experimenting with AI to improve their brand-management efforts. But unlike other marketing tasks, brand management involves more than just repeatedly executing one specialized function. Long considered the exclusive domain of creative talent, it... View Details
      Keywords: Creativity; AI and Machine Learning; Brands and Branding; Product Positioning; Customer Focus and Relationships
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      De Freitas, Julian, and Elie Ofek. "How AI Can Power Brand Management." Harvard Business Review 102, no. 5 (September–October 2024): 108–114.
      • August 2024 (Revised December 2024)
      • Case

      Influencer-Led Brand Building: Hairitage and the McKnights

      By: William R. Kerr, Daniel O'Connor and James Palano
      Longtime hairstyle influencer Mindy McKnight had been building her “Cute Girls Hairstyles” audience across numerous online platforms for nearly two decades. Brand incubator Maesa took an innovative approach to producing successful brands: identifying white space in the... View Details
      Keywords: Business Model; Customer Focus and Relationships; Brands and Branding; Product Launch; Product Development; Partners and Partnerships; Power and Influence; Beauty and Cosmetics Industry; Consumer Products Industry
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      Kerr, William R., Daniel O'Connor, and James Palano. "Influencer-Led Brand Building: Hairitage and the McKnights." Harvard Business School Case 825-066, August 2024. (Revised December 2024.)
      • July 2024 (Revised January 2025)
      • Case

      Dynamic Pricing at Wendy's: Where's the Beef?

      By: Elie Ofek, Alicia Dadlani and Martha Hostetter
      In early 2024, Wendy’s new CEO announced on an earnings call that the company would install digital menus in its US locations so it could begin testing dynamic pricing—changing prices up or down in response to shifts in supply and demand – as well as allow engaging in... View Details
      Keywords: Dynamic Pricing; Marketing Strategy; Price; Technology Adoption; Consumer Behavior; AI and Machine Learning; Customer Focus and Relationships; Policy; Food and Beverage Industry
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      Ofek, Elie, Alicia Dadlani, and Martha Hostetter. "Dynamic Pricing at Wendy's: Where's the Beef?" Harvard Business School Case 525-010, July 2024. (Revised January 2025.)
      • July 2024
      • Case

      Knowledge-Enabled Financial Advice: Digital Transformation at Edward Jones

      By: Lauren Cohen, Richard Ryffel, Grace Headinger and Sophia Pan
      Edward Jones, a wealth management advisory firm that prided itself on its interpersonal connections and face-to-face interactions, was eager to augment their services with AI capabilities. Built on 1-to-1 close-knit relationships, the firm had more than 15,000 offices... View Details
      Keywords: Fintech; Innovation And Strategy; Financial Advisors; Big Data; Artificial Intelligence; Digitization; Financial Institutions; Business Strategy; Competitive Advantage; Technology Adoption; Business Plan; Technological Innovation; Interpersonal Communication; Communication Intention and Meaning; Communication Strategy; Transformation; Employee Stock Ownership Plan; Disruptive Innovation; Innovation Strategy; Innovation and Management; Innovation Leadership; Knowledge Acquisition; Knowledge Use and Leverage; Customer Relationship Management; AI and Machine Learning; Digital Strategy; Financial Services Industry; St. Louis; Missouri; United States; Canada
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      Cohen, Lauren, Richard Ryffel, Grace Headinger, and Sophia Pan. "Knowledge-Enabled Financial Advice: Digital Transformation at Edward Jones." Harvard Business School Case 225-009, July 2024.
      • July–August 2024
      • Article

      Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

      By: Ta-Wei Huang and Eva Ascarza
      Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to... View Details
      Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing Strategy
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      Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Marketing Science 43, no. 4 (July–August 2024): 863–884.
      • June 2024
      • Case

      SnapTravel: Betting on 'Super.com'

      By: Reza Satchu and Tom Quinn
      This case explores SnapTravel, a travel startup offering discounted hotel rooms, and its founders’ desire to pivot to a “super app” that saved customers money across many different purchase types. During the COVID-19 pandemic, Hussein Fazal and Henry Shi saw SnapTravel... View Details
      Keywords: Business Growth and Maturation; Business Plan; Business Startups; Change Management; Disruption; Transformation; Volatility; Customer Focus and Relationships; Customer Value and Value Chain; Decisions; Income; Entrepreneurship; Geographic Scope; Cross-Cultural and Cross-Border Issues; Health Pandemics; Surveys; Knowledge Acquisition; Knowledge Use and Leverage; Leading Change; Crisis Management; Goals and Objectives; Risk Management; Consumer Behavior; Game Theory; Risk and Uncertainty; Adaptation; Diversification; Expansion; System Shocks; Accommodations Industry; Technology Industry; Canada; United States; Las Vegas
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      Satchu, Reza, and Tom Quinn. "SnapTravel: Betting on 'Super.com'." Harvard Business School Case 824-196, June 2024.
      • June 2024
      • Supplement

      Zeswitz Music (A)

      By: Richard S. Ruback and Royce Yudkoff
      Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
      Abstract: In July of 2013, Randy Shayler (HBS, 2012) acquired Zeswitz Music, a musical instrument rental company based in Reading,... View Details
      Keywords: Customer Focus and Relationships; Business Strategy; Acquisition; Revenue; Marketing; Music Industry; Retail Industry; Pennsylvania
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      Ruback, Richard S., and Royce Yudkoff. "Zeswitz Music (A)." Harvard Business School Multimedia/Video Supplement 224-747, June 2024.
      • June 2024
      • Supplement

      Zeswitz Music (B)

      By: Richard S. Ruback and Royce Yudkoff
      Pre-Abstract: Instructors should consider the timing of making videos available to students, as they may reveal key case details.
      Abstract: In July of 2013, Randy Shayler (HBS, 2012) acquired Zeswitz Music, a musical instrument rental company based in Reading,... View Details
      Keywords: Acquisition; Customer Focus and Relationships; Business Strategy; Revenue; Marketing; Music Industry; Retail Industry
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      Ruback, Richard S., and Royce Yudkoff. "Zeswitz Music (B)." Harvard Business School Multimedia/Video Supplement 224-748, June 2024.
      • June 2024 (Revised September 2024)
      • Case

      Driving Scale with Otto

      By: Rebecca Karp, David Allen and Annelena Lobb
      This case asks how startup founders make scaling decisions in light of their priorities for their business and for themselves. Otto was a technology company that applied artificial intelligence technology to sales. It deployed natural language processing to find sales... View Details
      Keywords: Artificial Intelligence; Natural Language Processing; B2B; B2B Innovation; Scaling; Scaling Tech Ventures; Business Startups; AI and Machine Learning; Finance; Sales; Business Strategy; Growth and Development Strategy; Entrepreneurship; Information Technology Industry; United States; Cambridge; New York (city, NY); Spain
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      Karp, Rebecca, David Allen, and Annelena Lobb. "Driving Scale with Otto." Harvard Business School Case 724-407, June 2024. (Revised September 2024.)
      • 2024
      • Working Paper

      Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization

      By: Ta-Wei Huang, Eva Ascarza and Ayelet Israeli
      This paper introduces Incrementality Representation Learning (IRL), a novel multitask representation learning framework that predicts heterogeneous causal effects of marketing interventions. By leveraging past experiments, IRL efficiently designs and targets... View Details
      Keywords: Heterogeneous Treatment Effect; Multi-task Learning; Representation Learning; Personalization; Promotion; Deep Learning; Field Experiments; Customer Focus and Relationships; Customization and Personalization
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      Huang, Ta-Wei, Eva Ascarza, and Ayelet Israeli. "Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization." Harvard Business School Working Paper, No. 24-076, June 2024.
      • June 2024 (Revised August 2024)
      • Case

      Hospital for Special Surgery: Returning to a New Normal? (A)

      By: Robert S. Huckman, Michael Lingzhi Li and Camille Gregory
      Early on the morning of April 27, 2020, Justin Oppenheimer stood outside the entrance to the lobby of the Hospital for Special Surgery (HSS) Pavilion Building with mixed emotions. On one hand, Oppenheimer, HSS’ Enterprise Chief Operating Officer and Chief Strategy... View Details
      Keywords: Operations Management; Scheduling; Optimization; COVID-19; Health Care and Treatment; Operations; Customer Focus and Relationships; Disruption; Health Industry; United States
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      Huckman, Robert S., Michael Lingzhi Li, and Camille Gregory. "Hospital for Special Surgery: Returning to a New Normal? (A)." Harvard Business School Case 624-092, June 2024. (Revised August 2024.)
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