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  • October 2021 (Revised June 2022)
  • Case

PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

By: Ayelet Israeli
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; AI; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
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  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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    Shunyuan Zhang

    Shunyuan Zhang is an assistant professor in the Marketing unit at Harvard Business School. She teaches the first-year Marketing course in the MBA required curriculum.

    Professor Zhang studies the sharing economy and the marketing problems that the dynamics of... View Details

    Keywords: e-commerce industry; high technology; retailing
    • November 2004
    • Tutorial

    Principles of Microeconomics for Strategists

    By: Felix Oberholzer-Gee, Pai-Ling Yin and Elizabeth Raabe
    Reviews microeconomic principles from a business strategy perspective, using the digital music industry as context. Contains three modules: demand, supply, and equilibrium. The demand module discusses the willingness to pay, market demand, price elasticity, and... View Details
    Keywords: Business Strategy; Supply and Industry; Demand and Consumers; Microeconomics; Balance and Stability; Price; Cost; Revenue; Music Industry
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    • 26 Feb 2025
    • News

    Know Your HBS Staff: Avital Brodski

    • Research Summary

    Overview

    By: Frank Nagle
    Professor Nagle studies how competitors can collaborate on the creation of core technologies, while still competing on the products and services built on top of them. His research falls into the broader categories of the futures of work, the economics of IT, and... View Details
    Keywords: Information Technology; Strategy; Technological Innovation; Collaborative Innovation and Invention; Economic Growth; Entrepreneurship; Technology; Internet; Mobile Technology; Online Technology; Technology Adoption; Technology Networks
    • Article

    How NFTs Create Value

    By: Steve Kaczynski and Scott Duke Kominers
    How much could a cluster of pixels possibly be worth? More pointedly, why is it worth anything at all? The explosion of NFTs and their accompanying marketplaces have left many baffled, incredulous, and deeply skeptical. But while NFTs may be fetching eye-popping,... View Details
    Keywords: Technological And Scientific Innovation; Crypto Economy; Blockchain; Technological Innovation; Currency; Technology Adoption; Digital Transformation
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    • December 2019
    • Case

    Gary Vaynerchuk: #GaryVee

    By: Laura Huang and Sarah Mehta
    Fresh out of a public social media debacle, Gary Vaynerchuk needs to reconsider the approach he takes in leading his digital media agency, VaynerMedia. Founded in 2009 by Gary and his brother AJ, VaynerMedia has grown into an unconventional creative marketing agency.... View Details
    Keywords: Entrepreneurship; Leadership Style; Personal Characteristics; Business Growth and Maturation; Marketing; Social Media
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    • February 2025
    • Supplement

    Intenseye: Powering Workplace Health and Safety with AI (B)

    By: Michael W. Toffel, Shane Greenstein and Sadika El Hariri
    Intenseye used its $25 million series A funds to refine and expand its digital safety platform while refining its target markets and ideal customer profile. As the company implemented new approaches to create value for its clients, such as developing an AI-powered... View Details
    Keywords: Safety Performance; Occupational Safety; Innovation; Safety; Operations; Health; AI and Machine Learning; Analytics and Data Science; Digital Transformation; Supply Chain Management; Performance Improvement; Entrepreneurship; Product Development; Customer Relationship Management; Value Creation; Venture Capital; Growth and Development Strategy; Information Technology Industry; United States; Europe; Middle East; Turkey
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    • March 2022 (Revised July 2022)
    • Teaching Note

    Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

    By: Jill Avery
    Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details
    Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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    • March 2013 (Revised April 2014)
    • Case

    Barnes & Noble: Managing the E-Book Revolution

    By: Alan MacCormack, Brian Kimball Dunn and Chris F. Kemerer
    The case describes competition in the market for E-Books, and Barnes & Noble's Strategy in this industry. As a traditional retailer, B&N was challenged by the introduction of digital technologies that allow books to be published, distributed and sold to consumers... View Details
    Keywords: Innovation; Technology Strategy; Platform Competition; Innovation Strategy; Information Technology; Product Development; Digital Platforms; Standards; Disruptive Innovation; Retail Industry; Publishing Industry; North America
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    • 25 Oct 2012
    • HBS Seminar

    Andy McAfee, MIT

      The Business of Entertainment, Media, and Sports

      In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate... View Details
      • November 2018 (Revised August 2020)
      • Case

      The Reinvention of Kodak

      By: Ryan Raffaelli and Christine Snively
      The Eastman Kodak Company (Kodak) was a name familiar to most Americans. The company had dominated the film and photography industry through most of the 20th Century and was known for making affordable cameras (and the “Kodak Moment”) and supplying the movie industry... View Details
      Keywords: CEO; Leadership; Asset Management; Transformation; Organizational Change and Adaptation; Competitive Strategy
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      • 09 May 2017
      • First Look

      New Research and Ideas, May 9

      to dealers with whom they have the strongest ties, and more so during periods of market turmoil. Systemically important dealers exploit their connections at the expense of peripheral dealers as well as clients, charging higher markups... View Details
      Keywords: Sean Silverthorne
      • July 2010 (Revised December 2010)
      • Case

      Beohemija's Duel

      By: Das Narayandas and Kerry Herman
      Vladimir Joksic, Director of Marketing for Serbia's Beohemija, along with his marketing team has managed to grow Duel, the firm's soap powder offering from single digits to almost 40% of the Serbian market in just a few short years. He has used innovative and... View Details
      Keywords: Investment; Growth and Development; Innovation Strategy; Management Teams; Marketing; Product Launch; Competition; Consumer Products Industry
      Related
      • Teaching Interest

      The Business of Entertainment, Media, and Sports (Executive Education)

      By: Anita Elberse
      In the business of entertainment, digital technologies are dramatically disrupting the way products are developed, marketed, and distributed. As a result of this paradigm shift, entertainment executives and content producers are challenged to effectively allocate... View Details
      • 07 Jan 2008
      • Research & Ideas

      Pursuing a Deadly Opportunity

      There is a market for everything—even dead bodies. Medical students use cadavers to gain experience, and their future patients are better off for it. Traditionally, cadavers have been obtained through university programs, but now... View Details
      Keywords: by Julia Hanna; Health
      • November 2020 (Revised September 2021)
      • Case

      KhataBook

      By: Jeffrey J. Bussgang, Allison H. Mnookin and James Barnett
      In January 2020, India-based KhataBook, a digital ledger app for small businesses, is led by CEO Ravish Naresh, as his team faces a series of dilemmas regarding where to focus next. View Details
      Keywords: Monetization; Entrepreneurship; Ethics; Marketing; Measurement and Metrics; Technology Industry; India; Bangalore; Mumbai; Southeast Asia
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      • 26 Apr 2023
      • In Practice

      Is AI Coming for Your Job?

      irrelevant construct when considering how to harness generative AI’s capabilities. Processes ranging from negotiating contracts with vendors to developing marketing messages will be redesigned from the ground up in order to exploit the... View Details
      Keywords: by Kristen Senz; Technology