Publications

February 2000 (Revised April 2001)
Case

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer

CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details

Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry

April 2000 (Revised June 2000)
Case

E-Loan: The CarFinance.com Acquisition

E-Loan is an online mortgage lender that acquired an auto-lending arm in August of 1999. This case examines E-Loan's purchase of CarFinance.com and highlights E-Loan's strategy-setting process. In addition, the case explores business development as a strategic process... View Details

Keywords: Strategic Planning; Internet and the Web; Change Management; Growth and Development Strategy; Financial Services Industry

10 Mar 2016
Cold Call Podcast

For Today’s Travel Businesses, Is It TripAdvisor or Bust?

December 1999 (Revised February 2001)
Case

CVS: The Web Strategy

By: John A. Deighton and Anjali C. Shah

How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes... View Details

Keywords: Leveraged Buyouts; Marketing Channels; Distribution Channels; Service Operations; Corporate Strategy; Pharmaceutical Industry; Web Services Industry

September 2019 (Revised November 2019)
Case

Pinduoduo

By: Feng Zhu, Krishna G. Palepu, Bonnie Yining Cao and Dawn H. Lau

Founded in 2015 by serial entrepreneur, Colin Huang, Pinduoduo Inc. (PDD) had become China’s fastest-growing e-commerce platform in history. PDD pioneered a new approach to online shopping that allowed shoppers to share products, invite friends to form shopping teams,... View Details

Keywords: Digital Platforms; Business Model; Innovation and Invention; Competitive Advantage; Expansion; Strategy; E-commerce

2019
Working Paper

Large-Scale Demand Estimation with Search Data

By: Tomomichi Amano, Andrew Rhodes and Stephan Seiler

In many online markets, traditional methods of demand estimation are difficult to implement because assortments are very large and individual products are sold infrequently. At the same time, data on consumer search (i.e., browsing) behavior are often available and are... View Details

Keywords: High-dimensional Data; Demand Estimation; Consideration Sets; Consumer Search

SSRN

Read Now

06 Dec 2016
Working Paper Summaries

Assortment Rotation and the Value of Concealment

Keywords: by Kris Johnson Ferreira and Joel Goh; Retail

August 2014 (Revised December 2015)
Case

Showrooming at Best Buy

By: Thales Teixeira and Elizabeth Anne Watkins

Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics... View Details

Keywords: Competition; Price; Consumer Behavior; Applications and Software; Mobile and Wireless Technology; Retail Industry; Electronics Industry

27 Jul 2009
Research & Ideas

Social Network Marketing: What Works?

it's important to understand both who influences purchase decisions in online communities and which groups of users can be influenced. “Viral campaigns truly leverage the network aspect of these social... View Details

Keywords: by Sarah Jane Gilbert; Advertising; Publishing; Retail

17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

have to be careful about how and what they charge.” Amid fierce online competition among companies that know consumers can compare prices with a few clicks, the ultimate goal of psychological pricing is to help customers better appreciate... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

October 1999 (Revised October 2005)
Case

Autobytel.com

By: Youngme E. Moon

Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's... View Details

Keywords: Growth and Development Strategy; Internet and the Web; Marketing Channels; Strategy; Internet and the Web; Competition; Business Model; Service Operations; Budgets and Budgeting; Growth and Development; Auto Industry

April 2021
Article

A Model of Multi-Pass Search: Price Search Across Stores and Time

By: Navid Mojir and K. Sudhir

In retail settings with price promotions, consumers often search across stores and time. However, the search literature typically only models one pass search across stores, ignoring revisits to stores; the choice literature using scanner data has modeled search across... View Details

Keywords: Consumer Search; Multi-pass Search; Price Search; Store Search; Spatial Search; Temporal Search; Spatiotemporal Search; Dynamic Structural Models; MPEC; Price Promotions; Store Loyalty; Consumer Behavior; Price; Spending; Marketing; Mathematical Methods

SSRN

Article

The Functional Alibi

By: Anat Keinan, Ran Kivetz and Oded Netzer

Spending money on hedonic luxuries often seems wasteful, irrational, and even immoral. We propose that adding a small utilitarian feature to a luxury product can serve as a functional alibi, justifying the indulgent purchase and reducing indulgence guilt. We... View Details

Keywords: Consumer Behavior; Product Marketing

17 Dec 2015
Cold Call Podcast

Designing a Great Community

Keywords: Re: Karim R. Lakhani

December 2019
Case

Walmart Ecommerce (A): Picking up the Pace

By: Ramon Casadesus-Masanell and Karen Elterman

This case is an abridged version (part 1 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (A) case discusses Walmart's early forays into online retail, as well as improvements made under Doug McMillon beginning in 2014.... View Details

Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States

28 Nov 2018
HBS Case

On Target: Rethinking the Retail Website

data about its online customers—products purchased, browsing habits, items abandoned in shopping carts—yet it wasn’t fully leveraging all that information. The company began to see this huge pile of e-commerce data as the... View Details

Keywords: by Dina Gerdeman; Retail

July 2017
Article

The Impact of 'Display-Set' Options on Decision-Making

By: Uma R. Karmarkar

The way a choice set is constructed can have a significant influence on how individuals perceive and evaluate their options and make decisions between them. Here, I examine whether a “display set” of visible but unavailable options can exert these same types of... View Details

Keywords: Decision Making Process; Heuristics; Similarity; Categorization; Marketing Insight; Marketing; Choice; Choice Architecture; Choice Sets; Display; Retail; Consumer Behavior; Decision Choices and Conditions; Decisions; Decision Making; Retail Industry; Consumer Products Industry

December 1999 (Revised September 2000)
Case

Excite@Home: Betting on a Broadband Revolution

By: Stephen P. Bradley and Matthew Sandoval

In January 1999, @Home, a high-speed Internet access provider, announced the $6.7 billion purchase of Excite, the second largest of the major Internet "portals." This purchase marked a continuing consolidation of companies in the Internet "content" and "access"... View Details

Keywords: Mergers and Acquisitions; Joint Ventures; Technological Innovation; Growth and Development Strategy; Competitive Strategy; Corporate Strategy; Internet and the Web; Information Technology Industry; Web Services Industry

July 2003 (Revised August 2003)
Case

Global Healthcare Exchange

By: Lynda M. Applegate and Jamie Ladge

Founded in March 2000 at the height of the dot-com bubble, Global Healthcare Exchange (GHX) was one of 90 online marketplaces in the health care industry. The company's founders were among the largest suppliers in the industry, including Johnson & Johnson, GE Medical,... View Details

Keywords: Mergers and Acquisitions; Entrepreneurship; Price; Leadership; Growth and Development Strategy; Supply and Industry; Organizational Design; Expansion; Internet and the Web; Valuation; Health Industry