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  • September 2023
  • Case

The Meteoric Rise of Skims

By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who... View Details
Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; 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; Social Influencers; 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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  • February 2019
  • Case

Halliday's OASIS

By: Scott Duke Kominers and Nicole Tempest Keller
Wade Watts has won control of the OASIS – a futuristic, immersive virtual reality game world. He must decide on rules, rights, and marketplace design, balancing the founding principles of the OASIS with the platform’s potentially negative externalities. View Details
Keywords: Managing Markets; Corporate Responsibility; Virtual Reality; Digital Platforms; Management; Corporate Social Responsibility and Impact; Social Media; United States
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    Elie Ofek

    Elie Ofek is a Professor in the Marketing unit at the Harvard Business School. Professor Ofek's research focuses on new product strategies in technology-driven business environments as well as in consumer-oriented companies in general. He explores interactions... View Details

    Keywords: internet; media; high technology; consumer products

      Jill J. Avery

      Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

      Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage
      • Mar 15 2015
      • Interview

      Sunil Gupta: Business in the Time of Social Media

      • 06 Dec 2021
      • News

      Action Plan: Whole Sale

      customer-facing voices, including marketing and store associates.” This is a moment of transformation, he says. “Omni-channel is a learning experience for all of us.” How to: Market to Gen Z (and beyond)... View Details
      Keywords: April White; ecommerce; bricks and mortar; marketing; beauty

        John A. Deighton

        John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

        Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry
        • 10 Feb 2015
        • First Look

        First Look: February 10

        questions about organizational structure, marketing strategy, product and service design, and return on investment. What would it take to be a truly digital organization where View Details
        Keywords: Sean Silverthorne
        • March 17, 2021
        • Other Article

        Beyond Pajamas: Sizing Up the Pandemic Shopper

        By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
        A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
        While the pandemic is still playing out, our preliminary investigations... View Details
        Keywords: Retail; Retail Analytics; Consumer; Pandemic; COVID; COVID-19; Apparel; Ecommerce; Online Shopping; Online Apparel; Online Sales; Returns; CRM; Customer Retention; Customer Experience; Customer Value; Digital; Customer Focus and Relationships; Customers; Health Pandemics; Consumer Behavior; Customer Relationship Management; Internet and the Web; Behavior; E-commerce; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States; United Kingdom
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        • January 2015 (Revised October 2016)
        • Case

        onefinestay: Building a Luxury Experience in the Sharing Economy

        By: Jill Avery, Anat Keinan and Liz Kind
        onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
        Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
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          Renata Gaineddenova

          Renata Gaineddenova is an Assistant Professor in the Strategy Unit at Harvard Business School. Her research focuses on industrial organization and the market design of digital platforms. Prior to joining HBS, Professor Gaineddenova was a Postdoctoral Associate at... View Details
          • August 2015 (Revised December 2016)
          • Case

          Apple Pay

          By: Sunil Gupta, Shelle Santana and Margaret L. Rodriguez
          On September 9, 2014, in front of a packed audience in Cupertino, CA, Tim Cook, the chief executive officer of Apple, announced the much anticipated launch of Apple Pay. "Our vision is to replace this [wallet] and we are going to start with payments." Cook then invited... View Details
          Keywords: Technology; Digital Services And Strategy; Launch; Mobile; Mobile Payments; Apple; Payments; Smartphone; Apple Pay; Eddy Cue; Jennifer Bailey; iOS; Iphone; Marketing; Product; Mobile and Wireless Technology; Product Launch; Finance; Credit Cards; Technology Industry; Banking Industry; United States; United Kingdom
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          • 25 Feb 2019
          • News

          Who Is Writing, & Who Is Teaching, The Best MBA Cases?

          • Article

          The Store Is Dead—Long Live the Store

          By: David R. Bell, Santiago Gallino and Antonio Moreno
          In this article, we pursue two interconnected themes: the expansion of online-first retailers into offline stores that serve the purpose of “supercharging” customer value, and the transformation of the stores of offline-first retailers from... View Details
          Keywords: Customer Experience; Inventory Control; Omnichannel Retailing; Online Marketing; Marketing Channels; Trends; Transformation; Digital Marketing; Retail Industry
          Related
          • January 2014
          • Teaching Note

          Dumb Ways To Die: Advertising Train Safety (A), (B) & (C)

          By: John Quelch
          Keywords: Advertising Media; Viral Advertising; Viral Marketing; Public Safety; Advertising; Marketing; Marketing Strategy; Internet and the Web; Digital Marketing; Media and Broadcasting Industry; Public Administration Industry; Oceania; Europe
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          • 2023
          • Chapter

          Generalized Matching: Contracts and Networks

          By: John William Hatfield, Ravi Jagadeesan, Scott Duke Kominers, Alexandru Nichifor, Michael Ostrovsky, Alexander Teytelboym and Alexander Westkamp
          Keywords: Matching; Matching With Contracts; Matching Markets; Matching Platform; Market Design; Digital Platforms; Economics; Networks
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            Ruru Hoong

            Ruru Hoong is a PhD candidate in Economics at Harvard & HBS, on the academic job market AY 2025-26.

            Her research interests span artificial intelligence, digital economics, privacy, and social media, primarily focusing on the (i) optimal design and integration... View Details

            • January 2014 (Revised January 2015)
            • Case

            Reinventing Adobe

            By: Sunil Gupta and Lauren Barley
            By 2013, Adobe had reinvented itself from a publisher of popular software such as Photoshop and Acrobat to a digital marketing and digital media company. In May 2013, the company decided to stop selling its software as a package in favor of Creative... View Details
            Related
            • January 2019 (Revised October 2019)
            • Case

            Rural Taobao: Alibaba's Expansion into Rural E-Commerce

            By: Tarun Khanna, Ryan Allen, Adam Frost and Wesley Koo
            Alibaba's Rural Taobao initiative had been launched in 2014 as a public service initiative to increase e-commerce adoption in China’s remote rural areas. In the first two iterations of the initiative, dubbed “1.0” and “2.0,” Alibaba had partnered with local businesses... View Details
            Keywords: Strategy; Business Growth; Ecommerce; Corporate Social Responsibility; Business And Government; Emerging Market; Digital Platforms; Internet and the Web; Emerging Markets; Rural Scope; Growth and Development Strategy; Competitive Strategy; Corporate Social Responsibility and Impact; Business and Government Relations; Decision Making; E-commerce; China
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              Jeremy Yang

              Jeremy Yang is an Assistant Professor of Business Administration in the Marketing Unit at Harvard Business School. He teaches Marketing in the MBA required curriculum. He develops data products for... View Details
              Keywords: advertising; media; entertainment; information; consumer products