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- February 2024 (Revised February 2024)
- Teaching Note
Travelogo: Understanding Customer Journeys
By: Eva Ascarza and Ta-Wei Huang
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details
- February 2024 (Revised January 2025)
- Supplement
Time to Play? User Research Exercise
- January 2024
- Supplement
Saving a Sinking Ship: Product Direction Pitch Exercise
- 2022
- Working Paper
Why Do Index Funds Have Market Power? Quantifying Frictions in the Index Fund Market
By: Zach Y. Brown, Mark Egan, Jihye Jeon, Chuqing Jin and Alex A. Wu
Index funds are one of the most common ways investors access financial markets and are perceived to be a transparent and low-cost alternative to active investment management. Despite these purported virtues of index fund investing and the introduction of new products... View Details
- September 2023
- Exercise
Irrationality in Action: Decision-Making Exercise
By: Alison Wood Brooks, Michael I. Norton and Oliver Hauser
This teaching exercise highlights the obstacle of biases in decision-making, allowing students to generate examples of potentially poor decision-making rooted in abundant and unwanted bias. This exercise has two parts: a pre-class, online survey in which students... View Details
- September 2023
- Module Note
Live Case Exercise for Financial Reporting
By: Tatiana Sandino and Marshal Herrmann
Harvard Business School employs the case method as a cornerstone of its pedagogy, providing students with opportunities to engage in discussions related to difficult or contentious decisions confronted by real-world organizations. In this “live case,” we depart from... View Details
- September 2023
- Teaching Note
Shad Process Flow Design Exercise: Kick-Off Class
By: Willy C. Shih
The Shad Process Flow Design Exercise is a simulation designed to help students cement what they learn in the process fundamentals section of the RCTOM course by giving them the opportunity to translate classroom concepts into actual physical processes and experience... View Details
- September 2023 (Revised October 2024)
- Case
Forecasting Climate Risks: Aviva’s Climate Calculus
By: Mark Egan and Peter Tufano
In late 2021, Ben Carr, Director of Analytics and Capital Modeling at Aviva Plc (Aviva)—a leading insurer with core operations in the UK, Ireland and Canada,—was preparing for an upcoming presentation before the company's board which included its CEO, Amanda Blanc,... View Details
- 2023
- Working Paper
Spatial Mobility, Economic Opportunity, and Crime
By: Gaurav Khanna, Carlos Medina, Anant Nyshadham, Daniel Ramos-Menchelli, Jorge Tamayo and Audrey Tiew
Neighborhoods are strong determinants of both economic opportunity and criminal activity. Does improving connectedness between segregated and unequal parts of a city predominantly import opportunity or export crime? We use a spatial general equilibrium framework to... View Details
- July 2023 (Revised February 2024)
- Supplement
Managing Customer Retention at Teleko
By: Eva Ascarza
This exercise aims to teach students about 1)Targeting Policies; and 2)Algorithmic decision making, 3) Retention management. View Details
- June 2023
- Supplement
Clash of Two Giants Simulation Exercise
By: Feng Zhu and Marco Iansiti
Many markets are organized around platforms that connect consumers with complementary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details
- June 2023
- Exercise
Clash of Two Giants Simulation Exercise Instructions
By: Feng Zhu and Marco Iansiti
Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details
- June 2023 (Revised October 2024)
- Teaching Note
Clash of Two Giants Simulation Exercise Teaching Note
By: Feng Zhu
Teaching Note for HBS Case No. 623-092. Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides—consumers and those providing applications or services—need access... View Details
- June 2023
- Simulation
Artea Dashboard and Targeting Policy Evaluation
By: Ayelet Israeli and Eva Ascarza
Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details
Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
- June 2023
- Exercise
Successful Governance for the Family Enterprise
This exercise examines three different family enterprise scenarios to open a conversation on what makes them successful. We look at how there is no strategy that fits all for family businesses, but there are strategies that can influence both the business and the... View Details
- March 2023
- Teaching Note
How Should Netflix Add an Ad-Supported Tier?
By: Elie Ofek and Olivier Toubia
Teaching Note for HBS Exercises 523-033 and 523-015. View Details
- January 2023 (Revised April 2025)
- Case
Peloton Interactive (A)
By: Suraj Srinivasan, Lynn S. Paine and David Lane
Early in February 2022, the board of Peloton Interactive faced some knotty challenges. Immense pandemic demand for its stationary exercise bicycles and treadmills had prompted the firm to scale up production rapidly. But as gyms reopened and the virulence of the virus... View Details
- January 2023
- Teaching Note
Identify the Health Care Venture
By: Regina E. Herzlinger and James Wallace
Teaching Note for HBS Exercise No. 323-061. View Details
- January 2023
- Exercise
Identify the Health Care Venture
By: Regina E. Herzlinger and James Wallace
This case enables rapid learning of the key financial characteristics of many types of health care organizations and to diagnose their financial status. It is a surprisingly fun exercise (see the Teaching Note) accomplished by organizing groups of students that compete... View Details
- January 2023
- Case
Proday: Calling the Right Play
By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that... View Details