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      • Faculty Publications  (38)

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      • November 2019 (Revised September 2022)
      • Case

      TripAdvisor: An Itinerary for Growth

      By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
      In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details
      Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts
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      Rayport, Jeffrey F., Spencer Rascoff, and Susie L. Ma. "TripAdvisor: An Itinerary for Growth." Harvard Business School Case 820-039, November 2019. (Revised September 2022.)
      • September 2019 (Revised February 2020)
      • Teaching Note

      Fishbowl: Scaling Up

      By: Leslie K. John
      Email mking@hbs.edu for a courtesy copy.

      Teaching Note for HBS No. 919-013. Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and... View Details
      Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Digital Platforms; Communications Industry; Employment Industry; Media and Broadcasting Industry; Technology Industry; Telecommunications Industry; United States
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      John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Teaching Note 920-022, September 2019. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
      • May–June 2019
      • Article

      U-Shaped Conformity in Online Social Networks

      By: Monic Sun, Michael Zhang and Feng Zhu
      We explore how people balance their needs to belong and to be different from their friends by studying their choices of a virtual-house wall color on a leading Chinese social-networking site. The setting enables us to randomize both the popular color and the adoption... View Details
      Keywords: Conformity; Normative Social Influence; Social Networks; Field Experiment; Social and Collaborative Networks; Behavior; Attitudes; Social Media
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      Sun, Monic, Michael Zhang, and Feng Zhu. "U-Shaped Conformity in Online Social Networks." Marketing Science 38, no. 3 (May–June 2019): 461–480.
      • April 2019 (Revised April 2021)
      • Case

      Wayfair

      By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble
      In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual... View Details
      Keywords: Visual Assets; Corporate Entrepreneurship; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Operations; Strategy; Technology; Retail Industry; Service Industry; United States; Massachusetts
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      Rayport, Jeffrey F., Susie L. Ma, and Matthew G. Preble. "Wayfair." Harvard Business School Case 819-045, April 2019. (Revised April 2021.)
      • December 2018 (Revised February 2020)
      • Case

      Fishbowl: Scaling Up

      By: Leslie K. John
      Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details
      Keywords: Communication Technologies; Customer Value; Value Chain; Interpersonal Communication; Talent and Talent Management; Customer Value and Value Chain; Entrepreneurship; Business Model; Growth and Development Strategy; Marketing Strategy; Advertising; Product Marketing; Digital Platforms; Consumer Behavior; Network Effects; Emotions; Motivation and Incentives; Trust; Applications and Software; Technology Adoption; Social Media; Communications Industry; Employment Industry; Media and Broadcasting Industry; Technology Industry; Telecommunications Industry; United States
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      John, Leslie K. "Fishbowl: Scaling Up." Harvard Business School Case 919-013, December 2018. (Revised February 2020.) (Email mking@hbs.edu for a courtesy copy.)
      • November 2018
      • Case

      frog design

      By: Srikant M. Datar and Caitlin N. Bowler
      The case follows the genesis and development of Palo, a radical urban communications hub designed to replace payphone booths on Manhattan’s city streets, through a joint venture between frog design and a venture-backed firm LQD WiFi. The case explores the complexity of... View Details
      Keywords: Innovation; Prototyping; User Experience Design; Design Heuristics; Telecommunications; Urban Systems; Communication Technology; Urban Scope; Innovation and Invention; Design; Product Development
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      Datar, Srikant M., and Caitlin N. Bowler. "frog design." Harvard Business School Multimedia/Video Case 118-707, November 2018.
      • October 2018
      • Case

      Booking.com

      By: Stefan Thomke and Daniela Beyersdorfer
      The case reveals how Booking.com has become the world's leading travel accommodation platform. The company has put online experimentation at the heart of how it designs digital experiences for its customers and partners. To unlock the potential of large-scale testing,... View Details
      Keywords: Travel; Product Innovation; Experimentation; A/B Testing; User Experience Design; Product Development; Product Design; Innovation and Management; Transformation; Information Technology; Digital Transformation; Travel Industry
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      Thomke, Stefan, and Daniela Beyersdorfer. "Booking.com." Harvard Business School Case 619-015, October 2018.
      • Article

      In Pursuit of Everyday Creativity

      By: Teresa M. Amabile
      Creativity researchers have long paid careful attention to individual creativity, beginning with studies of well-known geniuses and expanding to personality, biographical, cognitive, and social-psychological studies of individual creative behavior. Little is known,... View Details
      Keywords: Creativity; Behavior; Innovation and Invention
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      Amabile, Teresa M. "In Pursuit of Everyday Creativity." Journal of Creative Behavior 51, no. 4 (December 2017): 335–337.
      • Article

      Why Every Organization Needs an Augmented Reality Strategy

      By: Michael E. Porter and James E. Heppelmann
      While the physical world is three-dimensional, most data is trapped on two-dimensional pages and screens. This gulf between the real and digital worlds prevents us from fully exploiting the volumes of information now available to us. Augmented reality (AR), a set of... View Details
      Keywords: Technological Innovation; Innovation Strategy; Organizational Change and Adaptation; Performance Effectiveness
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      Porter, Michael E., and James E. Heppelmann. "Why Every Organization Needs an Augmented Reality Strategy." Harvard Business Review 95, no. 6 (November–December 2017): 46–57.
      • 2017
      • Working Paper

      In Pursuit of Everyday Creativity

      By: Teresa M. Amabile
      Creativity researchers have long paid careful attention to individual creativity, beginning with studies of well-known geniuses and expanding to personality, biographical, cognitive, and social-psychological studies of individual creative behavior. Little is known,... View Details
      Keywords: Creativity; Behavior; Innovation and Invention
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      Amabile, Teresa M. "In Pursuit of Everyday Creativity." Harvard Business School Working Paper, No. 18-002, July 2017. (Revised September 2017.)
      • January 2017 (Revised August 2017)
      • Case

      Weathernews

      By: Karim R. Lakhani and Akiko Kanno
      Tomohiro Ishibashi (Bashi), chief executive officer for B to S, and Julia Foote LeStage, chief innovation officer of Weathernews Inc., were addressing a panel at the HBS Digital Summit on creative uses of big data. They told the summit attendees about how the Sakura... View Details
      Keywords: Crowdsourcing; Operations; Globalization; Weather; Forecasting and Prediction; Global Strategy
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      Lakhani, Karim R., and Akiko Kanno. "Weathernews." Harvard Business School Case 617-053, January 2017. (Revised August 2017.)
      • June 2014 (Revised March 2016)
      • Case

      Relating to Peapod

      By: Susan Fournier and Jill Avery
      Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case... View Details
      Keywords: Brands and Branding; Customer Relationship Management; Marketing Strategy; Service Industry; Boston
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      Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
      • June 2012
      • Case

      Innovating at AT&T: Partnering to Lead the Broadband Revolution

      By: Lynda M. Applegate, Phillip Andrews and Kerry Herman
      In 2010, the U.S. retail market value for next-generation non-handset wirelessly-enabled devices was just over $1 billion. By 2011 it had grown 1,141% to $13.2 billion and was forecast to reach $24.7 billion in 2015. At the same time, user demand for data was surging... View Details
      Keywords: Innovation & Entrepreneurship; Team Leadership; Emerging Technologies; Business Models; Business To Business; Corporate Vision; Growth Strategy; Corporate Culture; Innovation and Invention; Corporate Entrepreneurship; Partners and Partnerships; Leadership; Mobile and Wireless Technology; Growth and Development Strategy; Globalized Firms and Management; Business Model; Technology Industry; United States
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      Applegate, Lynda M., Phillip Andrews, and Kerry Herman. "Innovating at AT&T: Partnering to Lead the Broadband Revolution." Harvard Business School Case 812-124, June 2012.
      • November 2002
      • Case

      Siemens ShareNet: Building a Knowledge Network

      By: Alan D. MacCormack, Sven Volpel and Kerry Herman
      Describes the development of ShareNet, an innovative knowledge management system used by a division of Siemens. ShareNet attempts to capture the knowledge and experience of Siemen's many dispersed sales and marketing units around the globe, making it available to all.... View Details
      Keywords: Cost Management; Investment Return; Revenue; Knowledge Acquisition; Knowledge Management; Sales
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      MacCormack, Alan D., Sven Volpel, and Kerry Herman. "Siemens ShareNet: Building a Knowledge Network." Harvard Business School Case 603-036, November 2002.
      • Forthcoming
      • Article

      An AI Method to Score Celebrity Visual Potential from Human Faces

      By: Flora Feng, Shunyuan Zhang, Xiao Liu, Kannan Srinivasan and Cait Lamberton
      It has long been a mantra of marketing practice that, particularly in low-involvement situations, spokespeople should be physically attractive. This paper suggests there is a higher probability of gaining fame and influence (i.e., celebrity potential) than is captured... View Details
      Keywords: Personal Characteristics; AI and Machine Learning; Forecasting and Prediction; Marketing
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      Feng, Flora, Shunyuan Zhang, Xiao Liu, Kannan Srinivasan, and Cait Lamberton. "An AI Method to Score Celebrity Visual Potential from Human Faces." Journal of Marketing Research (JMR) (forthcoming). (Pre-published online February 12, 2025.)
      • Teaching Interest

      DESIGN THEORY AND PRACTICE ES285

      By: Roberto Verganti

      Any organization, business or venture grounds its value on how “meaningful” are its products (functionally, symbolically and emotionally). Design Theory and Practice (DTP) empowers students to create products that are meaningful, to people who use them and to... View Details

      Keywords: Integrated Design; Leadership; User Experience Design; Design; Strategy; Technology; Product Design
      • Forthcoming
      • Article

      Human-Algorithm Collaboration with Private Information: Naïve Advice Weighting Behavior and Mitigation

      By: Maya Balakrishnan, Kris Ferreira and Jordan Tong
      Even if algorithms make better predictions than humans on average, humans may sometimes have private information which an algorithm does not have access to that can improve performance. How can we help humans effectively use and adjust recommendations made by... View Details
      Keywords: AI and Machine Learning; Analytics and Data Science; Forecasting and Prediction; Digital Marketing
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      Balakrishnan, Maya, Kris Ferreira, and Jordan Tong. "Human-Algorithm Collaboration with Private Information: Naïve Advice Weighting Behavior and Mitigation." Management Science (forthcoming). (Pre-published online March 24, 2025.)
      • Research Summary

      Overview

      By: Kris Johnson Ferreira
      Professor Ferreira's research primarily focuses on how retailers can use algorithms to make better revenue management decisions, including pricing, product display, and assortment planning. In the retail industry, anticipating consumer demand is arguably one of the... View Details
      Keywords: E-commerce; Analytics; Revenue Management; Pricing; Assortment Planning; Field Experiments; Operations; Supply Chain; Supply Chain Management; Retail Industry
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