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  • January 2020 (Revised April 2020)
  • Teaching Note

Brandless: Disrupting Consumer Packaged Goods

By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised... View Details
Keywords: Brand; Brand Management; DTC; Private Label; Groceries; Packaged Food; Personal Care; Startups; Retailing; Amazon; Brands and Branding; Marketing; Marketing Strategy; Business Startups; Disruption; E-commerce; Consumer Products Industry; Retail Industry; United States
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  • 05 Jun 2014
  • Blog Post

Learning to fail at HBS

some operational experience. With that, as the summer is dawning upon us, you’ll find me in Zambia, a landlocked country in the south/eastern part of Africa. I’ll be working for a recently launched e-commerce startup (the "eBay of... View Details
Keywords: Consulting; Consumer Products / Retail
  • Profile

Jeff Bussgang

sciences, consumer marketing, e-commerce and energy, to name a few. In my judgment, Boston is the absolute best place to run a start-up.”  As an MBA student, Jeff says, “I was able to plug into the entrepreneurial community – to talk to... View Details
  • 23 Oct 2019
  • News

Designing a More Artful Future for the Middle East

point in my career rather than a continuation of my job after college,” he notes. “It is allowing me to explore other avenues.” One of those avenues is launching his own fashion e-commerce company, Darza, which means “stitch” in Arabic.... View Details
Keywords: Inclusion
  • 15 Oct 2019
  • News

Innovative Thinking Fuels Nascent Startup Scene

model that has found success elsewhere in the world to the MENA market. Circumventing obstacles presents opportunities for MENA entrepreneurs. Despite being one of the most connected regions in the world, with 88 percent of people online every day, the area’s View Details
  • 15 Apr 2002
  • Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

people to strike unnatural poses in the scanning machine, producing measurements that will not lead to good fit. Reprinted with permission from the chapter "Distinctive Aspects of the Textile and Apparel Industries: Factors Affecting View Details
Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail
  • May–June 2023
  • Article

Need for Speed: The Impact of In-Process Delays on Customer Behavior in Online Retail

By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
The impact of delays has been widely studied in various offline services. The focus of this study is online services, and we explore the impact of in-process delays—measured by website speed—on customer behavior. We leverage novel retail and website speed data to... View Details
Keywords: Online Retail; Quasi-experiments; Abandonment; Synthetic Control; E-commerce; Internet and the Web; Consumer Behavior; Policy; Retail Industry
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  • May 2023
  • Article

Self-Preferencing at Amazon: Evidence from Search Rankings

By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study... View Details
Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding
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  • 25 Jul 2013
  • News

An Engine of Education Innovation

fellow collectors of rare records and books with sellers. His solution, the early e-commerce site Exchange.com, was sold to Amazon.com for a reported $200 million in 1999. The second time Leschly sat down to assess his future, he again... View Details
Keywords: Elementary and Secondary Schools; Educational Services
  • April 2016
  • Teaching Note

Flipkart: Transitioning to a Marketplace Model

By: Sunil Gupta and Das Narayandas
In 2015, Sachin and Binny Bansal, co-founders of India's largest e-tailer, Flipkart, announced that the company would switch to a marketplace model and move its logistics arm into a separate company. At the time of the announcement, Snapdeal already claimed to be... View Details
Keywords: India; Marketplaces; Digital Platforms; Internet and the Web; Market Entry and Exit; E-commerce; Retail Industry; India
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  • 27 Oct 2011
  • Research & Ideas

Horrible Boss Workarounds

didn't use computers himself and didn't see the value in the strategy. So a group of self-starters went ahead and designed a small, low-risk e-commerce pilot anyway. It tested well, the CEO was at last impressed, and the project moved... View Details
Keywords: by Carmen Nobel
  • 01 Feb 2000
  • News

Breaking Down Barriers: The Electronic Wallet

startups taking advantage of this new opportunity, with the traditional giants - American Express, IBM, and Microsoft, for instance - also getting into the act. Brodia, an e-commerce company dedicated to simplifying online shopping for... View Details
Keywords: Judith A. Ross
  • Web

Managing International Trade and Investment - Course Catalog

markets (platform e-commerce in Iran and free trade zones in North Korea), and amid global hostilities (the US vs. Huawei in 5G). Copyright © 2022 President & Fellows of Harvard College. All Rights Reserved. View Details
  • 01 Mar 2006
  • News

Fast Lane to Country Lane

software start-up straight out of Yale. She was running the company by the time she left for HBS in 1992. After HBS, she helped launch Open Market, an Internet start-up that made e-commerce software, where she handled both marketing and... View Details
Keywords: Margie Kelley; Furniture and Home Furnishings Stores; Retail Trade
  • 01 Oct 2001
  • News

Barbara Bry: Business is Blooming

Despite recent e-commerce volatility, Proflowers has experienced phenomenal growth, including a new partnership with Amazon.com and expansion into Japan. Proflowers is only the latest in a variety of endeavors that Bry has been involved... View Details
Keywords: Thomas Frick; Arts, Entertainment
  • 29 May 2013
  • Blog Post

Four Weeks on the Road with MBAs Across America

and took an incredible tour of the Brightmoor neighborhood with Kirk Mayes, Executive Director of The Brightmoor Neighborhood Alliance. Week 2: Boulder, CO   We worked with Made Movement, a creative agency dedicated to supporting the resurgence of American... View Details
Keywords: Entrepreneurship
  • 28 Nov 2016
  • Blog Post

Why We Recruit: Wayfair

OrganizationKate Gulliver, Vice President Talent Operations, Wayfair; HBS '09 Describe your organization in three to five sentences.Wayfair is one of the world's largest online destinations for all things home. Through our e-commerce... View Details
Keywords: Consumer Products / Retail
  • March–April 2023
  • Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis
Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details
Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing
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  • May 2010
  • Article

Bye Bye Bundles: The Unbundling of Music in Digital Channels

By: Anita Elberse
Fueled by digital distribution, unbundling is prevalent in many information industries. What is the effect of this unbundling on sales? And what bundle characteristics drive this effect? I empirically examine these questions in the context of the music industry, using... View Details
Keywords: Unbundling; Bundling; Digital Distribution; System-of-equations Modeling; Sales; Distribution Channels; Framework; Mathematical Methods; Revenue; Reputation; Internet and the Web; System; E-commerce; Information Industry; Music Industry
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  • 12 Apr 2011
  • News

Twelve Global Finalists Compete at HBS

shared mobile-based longitudinal Electronic Health Records via mobile phone. AVA is an invitation-only shopping platform. The company addresses the gap between the growing market demand for fashion and the lack of availability of branded merchandise and View Details
Keywords: Multiple alumni