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- Faculty Publications (487)
- 30 May 2023
- Research & Ideas
Can AI Predict Whether Shoppers Would Pick Crest or Colgate?
commercially available version of GPT-3 to elicit thousands of simulated customer responses and found that AI can produce demand patterns that resemble those of human studies. “Utilizing this tool, which is in some ways a consumer... View Details
Keywords: by Kristen Senz
- 01 Jun 2023
- News
Pet Project
distribution, a new brand must have high velocity (i.e., unit sales per store), which comes from frequent repeat purchases by loyal customers. Converting retail shoppers to DTC—if Maev could figure out how to do that—would reduce... View Details
- 02 Jun 2020
- Research & Ideas
Coronavirus Careers: Cloud Kitchens Are Now Serving
United act like landlords, renting kitchen spaces to multiple third-party restaurant brands. There are also pure play virtual restaurants in the category that exist solely as cloud kitchens that deliver via online delivery platforms. Some... View Details
- 24 May 2021
- Op-Ed
Can Fabric Waste Become Fashion’s Resource?
COVID-19 has broken fashion’s supply chain. As a result, an already wasteful industry has become more wasteful. Even before the pandemic, the global apparel industry was producing about 92 million tons of textile waste a year. That’s about one garbage truck’s worth of... View Details
- 19 Apr 2004
- Research & Ideas
Birth of the American Salesman
same degree as the United States by the early twentieth century. There were many reasons for this: The emergence of salesmanship in the U.S. depended on a stable currency, the rule of law, the protection of private property, and the... View Details
Keywords: by Laura Linard
- June 2020 (Revised May 2022)
- Case
Vanguard Retail Operations (A)
By: Willy C. Shih and Antonio Moreno
The first two cases in this series are set in the financial services industry, and explore whether it is better for back-office workers to be generalists who provide the flexibility of being able to handle the complete range of transactions that the company faces or... View Details
Keywords: Pooling; Generalist Model; Specialist Model; Operations; Service Operations; Management; Job Design and Levels; Financial Services Industry; United States
Shih, Willy C., and Antonio Moreno. "Vanguard Retail Operations (A)." Harvard Business School Case 620-104, June 2020. (Revised May 2022.)
- 05 Oct 2023
- Blog Post
A Pathway to Public Service: Brandon Moore (MBA/MPP 2025)
problems demand public-private cooperation. We’ll only achieve our climate goals if private firms develop innovative technologies and public regulators keep a tight lid on emissions. Similarly, policymakers cannot fix our country’s wage... View Details
- 05 Dec 2023
- Cold Call Podcast
Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
- 01 Jun 2024
- News
Quantum Leap
digital computer, a room-sized behemoth that sported 18,000 vacuum tubes and resembled the unholy offspring of a fuse box and a telephone exchange when it was unveiled in 1943. “This is the complexity you need to run five qubits,” Levy says, referring to the... View Details
- February 2023
- Supplement
Graphic Packaging: Project Cowboy (A) Courseware
By: Benjamin C. Esty and Scott Mayfield
In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details
- July 2021
- Article
Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps
By: Tobias Schlager, Bhavya Mohan, Katherine DeCelles and Michael I. Norton
We document a unique driver of consumer behavior: the public disclosure of a firm’s gender pay gap. Four experiments provide causal evidence that when firms are revealed to have gender pay gaps, consumers are less willing to pay for their goods, a reaction driven by... View Details
Keywords: Pay Gap; Perceived Wage Fairness; Purchase Intention; Gender; Wages; Fairness; Perception; Consumer Behavior
Schlager, Tobias, Bhavya Mohan, Katherine DeCelles, and Michael I. Norton. "Consumers—Especially Women—Avoid Buying from Firms with Higher Gender Pay Gaps." Special Issue on Consumer Psychology for the Greater Good. Journal of Consumer Psychology 31, no. 3 (July 2021): 518–531.
- 13 Jan 2023
- Research & Ideas
Are Companies Actually Greener—or Are They All Talk?
Most companies now account for social good in their financial reports in some way, but with regulation scattershot and evolving, it’s complicated for investors to assess so-called ESG reports. The disclosures, known as Environmental, Social, and Governance reports,... View Details
Keywords: by Rachel Layne
- 06 Jan 2014
- Research & Ideas
Technology Re-Emergence: Creating New Value for Old Innovations
the country was producing only 10 percent of the world's watches. Yet Switzerland has reemerged as the global leader of watch exports (by export value), due to a newfound market demand for old-style mechanical watches. This curious... View Details
- 26 Jan 2015
- Research & Ideas
National Health Costs Could Decrease if Managers Reduce Work Stress
Our work can literally make us sick. Long hours, impossible demands from bosses, and uncertain job security can take their toll on our mental and physical well-being, leading to stress-induced aches and pains and anxiety. In extreme... View Details
- Web
Entrepreneurial Management Curriculum - Faculty & Research
do not inherit a strategy; they must formulate one. Likewise, a startup has no organizational structure or processes; its founder must design them. Finally, startups confront a demanding environment. Uncertainty is high; resources are... View Details
- November 2023 (Revised April 2025)
- Case
Norse Atlantic Airways
By: Willy Shih
Bjørn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the... View Details
Keywords: Business Model; Business Startups; Market Entry and Exit; Leasing; Business Strategy; Segmentation; Interest Rates; Air Transportation Industry; Europe; North America; Norway; United Kingdom; United States
Shih, Willy. "Norse Atlantic Airways." Harvard Business School Case 624-034, November 2023. (Revised April 2025.)
- 21 Jun 2010
- Research & Ideas
Strategy and Execution for Emerging Markets
study Brazil, India, China, Turkey, Indonesia, and Mexico. They—and others—fascinate us because their ambition level is reminiscent of ambition in late 19th- and early 20th-century United States. Their companies and entrepreneurs are... View Details
Keywords: by Martha Lagace
- Web
Agents of Change: The Founding of the AASU - The Golden Age of Black Business
Baker Library Special Collections Exhibits More Exhibits Explore the Exhibit Student Pioneers The Value of Business Education The Golden Age of Black Business AASU Early Years & Influence AASU Founders Core Demands & Proposals Early Years... View Details
- March 2016 (Revised May 2018)
- Case
Reinventing Best Buy
By: John R. Wells and Gabriel Ellsworth
On March 1, 2017, Best Buy Company, Inc., North America’s largest retailer of consumer electronics and appliances, announced a third year of comparable-store sales increases and a 20.8% increase in domestic comparable online sales. These results were in marked contrast... View Details
Keywords: Best Buy; Hubert Joly; Renew Blue; Showrooming; Webrooming; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Marketplaces; Turnaround; Consumer Electronics; Consumer Electronics Accessories; Appliances; Stores-within-stores; Store Experience; Store Size; Store Pickup; Store Management; Delivery; Delivery Models; Amazon; Amazon.com; Pricing Strategy; Business Subsidiaries; Business Units; Business Growth and Maturation; Business Model; For-Profit Firms; Customer Focus and Relationships; Customer Satisfaction; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Theater Entertainment; Price; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Business History; Cost; Selection and Staffing; Reports; Technological Innovation; Job Cuts and Outsourcing; Human Capital; Leading Change; Business or Company Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Management Teams; Brands and Branding; Product Marketing; Consumer Behavior; Demand and Consumers; Media; Distribution; Order Taking and Fulfillment; Distribution Channels; Infrastructure; Product; Service Delivery; Service Operations; Organizational Change and Adaptation; Public Ownership; Problems and Challenges; Programs; Groups and Teams; Sales; Salesforce Management; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Information Technology; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Internet and the Web; Mobile and Wireless Technology; Resource Allocation; Computer Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Retail Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; Minnesota; Minneapolis; Saint Paul; St. Paul
Wells, John R., and Gabriel Ellsworth. "Reinventing Best Buy." Harvard Business School Case 716-455, March 2016. (Revised May 2018.)
- 24 Oct 2011
- Research & Ideas
The Yelp Factor: Are Consumer Reviews Good for Business?
part to big-budget advertising behind the chains. But review sites are leveling the playing field by allowing consumers to learn as much about independent restaurants as they know about the chains. "This is one reason why consumer View Details