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  • July 2024
  • Supplement

Fail Safe Testing, Inc. (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: Fail Safe Testing, Inc., founded in 1988, was the leading provider of fire hose pressure testing, ground ladder and pump... View Details
Keywords: Marketing Strategy; Business Plan; Acquisition; Customers
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  • July 2024
  • Case

Wizards of the Coast and Magic: The Rebounding

By: Boris Groysberg and Tom Quinn
This case traces the history and growth of the Magic: The Gathering trading card game. From its development in 1993 by tiny studio Wizards of the Coast, to Wizards’ acquisition by toy giant Hasbro in 1999, to its evolution into a billion-dollar brand in 2023,... View Details
Keywords: Business Growth and Maturation; Change Management; Transformation; Cost vs Benefits; Business Cycles; Games, Gaming, and Gambling; Global Strategy; Growth and Development; Selection and Staffing; Collaborative Innovation and Invention; Innovation Leadership; Intellectual Property; Job Design and Levels; Knowledge Use and Leverage; Leading Change; Growth and Development Strategy; Growth Management; Management Succession; Risk Management; Brands and Branding; Product Positioning; Organizational Change and Adaptation; Competitive Strategy; Competitive Advantage; Expansion; Mergers and Acquisitions; Product Development; Entertainment and Recreation Industry; United States; Washington (state, US); Seattle; Japan
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  • July 2024
  • Article

Buying the Verdict

By: Lauren Cohen and Umit Gurun
We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location, precisely following initiation of the suit. In particular, we use legal actions brought against publicly... View Details
Keywords: Lawsuits and Litigation; Advertising; Marketing Strategy
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  • 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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  • June 2024
  • Case

Growing Foodology into Latin America's Largest Platform for Virtual Restaurants

By: Jorge Tamayo, Rembrand Koning and Jenyfeer Martinez Buitrago
This case delves into the expansion strategy of Foodology, a cloud kitchen startup based in Bogotá that operated across four Latin American countries (Colombia, Brazil, Mexico, and Peru). Co-founders Daniela Izquierdo and Juan Guillermo Azuero (both HBS, 2019) grappled... View Details
Keywords: Entrepreneurship; Food; Digital Platforms; Product Launch; Growth and Development Strategy; Business Strategy; Business Model; Business Startups; Profit; Marketing Strategy; Expansion; Diversification; Food and Beverage Industry; Latin America; South America; Colombia; Brazil; Mexico; Peru
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  • June 2024
  • Case

Metub: Scaling Influence beyond Vietnam

By: Paul A. Gompers and Shu Lin
Founded in 2014, Metub was a leading video and talent network in Vietnam. It managed over 3,000 channels on YouTube and more than 3,000 content creators. To expand creators’ income opportunities across multiple platforms, Metub had diversified beyond its original... View Details
Keywords: Acquisition; Retention; Intellectual Property; Business or Company Management; Brands and Branding; Competition; Diversification; Expansion; Viet Nam; Southeast Asia
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  • 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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  • 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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  • June 2024
  • Case

Tremblant Capital: Launching an Active ETF

By: Robin Greenwood, Luis M. Viceira and Robert Ialenti
The case highlights deliberations led by Brett Barakett, CEO and chief investment officer of Tremblant Capital, just months prior to launching an actively managed ETF, Tremblant Global (TOGA). However, his team continued to have reservations around the launch. On the... View Details
Keywords: Asset Management; Investment Funds; Product Launch; Risk and Uncertainty; Financial Services Industry
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  • June 2024 (Revised August 2024)
  • Case

Revlon India's Turnaround: Navigating Online-Offline Decisions Using a Balanced Scorecard

By: Tatiana Sandino and Samuel Grad
Revlon India was founded as a joint venture in 1995, pairing the industrial conglomerate UMG with the global beauty brand Revlon, Inc. to bring international color cosmetics to India. After growing rapidly and pioneering the Beauty Advisor (BA) model in India, the... View Details
Keywords: Balanced Scorecard; Restructuring; Training; Supply Chain Management; Distribution; E-commerce; Business Model; Business Plan; Decision Choices and Conditions; Marketing Strategy; Alignment; Brands and Branding; Negotiation; Joint Ventures; Strategic Planning; Salesforce Management; Competition; Retail Industry; Consumer Products Industry; Beauty and Cosmetics Industry; India
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  • June 2024 (Revised November 2024)
  • Case

Dylan Mulvaney and Bud Light

By: Jill Avery and Celine Chammas
On April 1, 2023, social media content creator and influencer Dylan Mulvaney recorded a promotional post. It featured a video of herself drinking from a can of Bud Light beer, offering a virtual toast to her followers. Alongside the video, she posted a photograph of a... View Details
Keywords: Brand Crises; Brand Management; Influencer Marketing; Boycott; Marketing Strategy; Marketing Communications; Brands and Branding; Consumer Behavior; Social Media; Advertising; Social Issues; Public Opinion; Consumer Products Industry; Food and Beverage Industry; United States
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  • June 2024 (Revised October 2024)
  • Teaching Note

FARM Rio: Bringing a Brazilian Fashion Brand to the World

By: Isamar Troncoso and Jill Avery
Teaching Note for HBS Case No. 524-003. View Details
Keywords: Global Marketing; Go-to-market Strategy; Global Branding; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Positioning; Fashion Industry
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  • 2024
  • Working Paper

Personalization and Targeting: How to Experiment, Learn & Optimize

By: Aurelie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernan Bruno, Elea McDonnell Feit, Brett Gordon, Ayelet Israeli, Carl F. Mela and Oded Netzer
Personalization has become the heartbeat of modern marketing. Advances in causal inference and machine learning enable companies to understand how the same marketing action can impact the choices of individual customers differently. This article provides an academic... View Details
Keywords: Personalization; Targeting; Experiments; Observational Studies; Policy Implementation; Policy Evaluation; Customization and Personalization; Marketing Strategy; AI and Machine Learning
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  • May 2024 (Revised July 2024)
  • Case

Lowe’s: Improving the Total Home Strategy

By: Elie Ofek, K. Shelette Stewart and Alicia Dadlani
In 2023, Marvin Ellison, CEO of Lowe’s, contemplated enhancements to the company’s Total Home Strategy to accelerate performance and grow market share. In the last five years since becoming CEO, Ellison had championed a turnaround of the company, completing a... View Details
Keywords: Growth and Development Strategy; E-commerce; Competition; Brands and Branding; Business Strategy; Retail Industry
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  • May 2024
  • Case

Pernod Ricard: Uncorking Digital Transformation

By: Iavor Bojinov, Edward McFowland III, François Candelon, Nikolina Jonsson and Emer Moloney
This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part of the transformation, the company launched four key digital programs (KDPs) aimed at using data and artificial... View Details
Keywords: Business Organization; Business Divisions; Talent and Talent Management; Global Strategy; AI and Machine Learning; Analytics and Data Science; Digital Transformation; Digital Strategy; Advertising; Sales; Organizational Culture; Product Development; Decision Making; Technology Adoption; Alignment; Expansion; Food and Beverage Industry; France; Europe
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  • May 2024
  • Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

By: Jill Avery
The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details
Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States
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  • May 2024
  • Teaching Note

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand ＆ Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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  • May–June 2024
  • Article

Should Your Brand Hire a Virtual Influencer?

By: Serim Hwang, Shunyuan Zhang, Xiao Liu and Kannan Srinivasan
Followers respond more favorably to sponsored posts by virtual influencers versus those by humans, costs are lower, and creating an influencer from scratch allows marketers to introduce more diversity. View Details
Keywords: Social Media; AI and Machine Learning; Brands and Branding; Power and Influence
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  • May–June 2024
  • Article

What Makes a Successful Celebrity Brand?

By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details
Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States
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  • April 8, 2024
  • Article

Loyalty Programs May Limit Competition, and They Could Be Pushing Prices up for Everyone

By: Alexandru Nichifor and Scott Duke Kominers
Keywords: Customer Focus and Relationships; Competitive Strategy; Consumer Behavior; Brands and Branding
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