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March 2021
Article

Increasing the Level of Abstraction as a Strategy for Accelerating the Adoption of Complex Technologies

By: Willy C. Shih

Many new technologies are complex and embody high levels of technical sophistication, and applying them should require significant knowledge and experience. Yet, the rapid adoption and incorporation of these technologies into other innovations seems inconsistent with... View Details

Keywords: Abstraction; Technological And Scientific Innovation; Technological Progress; Diffusion Of Innovation; Technology Adoption; Technological Innovation; Complexity; Information Technology; Strategy

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February 2021 (Revised February 2021)
Background Note

eGrocery and the Role of Data for CPG Firms

By: Ayelet Israeli, Fedor (Ted) Lisitsyn and Mark A. Irwin

This notes provides information about the eGrocery industry and how traditional CPG companies handle this channel and potential data. It is recommended to use together with a series of exercises entitled: "E-Commerce Analytics for CPG Firms (A), (B), and (C)." View Details

January 2021 (Revised March 2021)
Supplement

E-Commerce Analytics for CPG Firms (A): Estimating Sales

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

January 2021 (Revised March 2021)
Exercise

E-Commerce Analytics for CPG Firms (A): Estimating Sales

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

January 2021
Supplement

E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail; Retail Analytics; Retailing Industry; Data; Data Sharing; Ecommerce; Assortment Optimization; Assortment Planning; Analytics and Data Science; Retention; Retail Industry; Consumer Products Industry; United States

January 2021
Exercise

E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

January 2021 (Revised March 2021)
Supplement

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

January 2021 (Revised March 2021)
Exercise

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

January–February 2021
Article

Compensation Packages That Actually Drive Performance

By: Boris Groysberg, Sarah Abbott, Michael R. Marino and Metin Aksoy

By aligning executives’ financial incentives with company strategy, a firm can inspire its management to deliver superior results. But it can be hard to get pay packages right. In this article four experts break down the key elements of compensation and explain how to... View Details

Keywords: Executive Compensation; Compensation and Benefits; Motivation and Incentives; Strategy; Performance

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October 2020 (Revised February 2021)
Case

Twiga Foods: Revolutionizing African Retail (A)

By: Shikhar Ghosh, Pippa Tubman Amerding and Wale Lawal

Twiga is a leading agricultural produce supplier in Kenya offering services to mostly informal retailers. Under Peter Njonjo, a co-founder and Twiga’s new CEO, the company is considering multiple options for expanding its business, including offering packaged foods and... View Details

Keywords: Leadership; Expansion; Growth and Development Strategy; Organizational Structure; Retail Industry; Nairobi

2021
Working Paper

Accounting for Product Impact in the Consumer-Packaged Foods Industry

By: Amanda Rischbieth, George Serafeim and Katie Trinh

We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer... View Details

July 2020 (Revised September 2020)
Case

Property Finder's Strategy for Online Classifieds in the MENA Region

By: Krishna G. Palepu, Gamze Yucaoglu and Fares Khrais

The case opens in 2020 as Michael Lahyani, founder and CEO of Property Finder, Dubai’s leading online real estate classifieds portal, contemplates the company’s five-year growth strategy.
Since its founding in 2005 in the United Arab Emirates (UAE), Property... View Details

Keywords: General Business; Real Estate; Entrepreneurship; Property; Strategy; Emerging Markets; Growth Management; Online Technology; Real Estate Industry; Technology Industry; United Arab Emirates; Saudi Arabia; Egypt; Turkey

July 2020
Case

Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within

By: Emily Truelove, Linda A. Hill and Emily Tedards

When Kathy Fish, Procter & Gamble’s Chief Research, Development & Innovation Officer, and a 40-year company veteran, stepped into her role in 2014, she was concerned that the world’s leading consumer packaged goods company had lost its capability to produce a steady... View Details

Keywords: Female Protagonist; Organizational Change; Organizational Behavior; Culture Change; Digital; Innovation; Lean Startup; Experimentation; Metrics; Consumer Packaged Goods (CPG); Leadership; Leading Change; Change Management; Organizational Culture; Organizational Change and Adaptation; Disruption; Innovation and Invention; Digital Transformation

May 2020 (Revised March 2022)
Case

The Coronavirus (COVID-19) Pandemic and the Global Economy (A)

By: Alberto Cavallo and Christian Godwin

In April 2020, the world struggled to contain the exponential escalation of the coronavirus (COVID-19) pandemic. Dozens of countries had imposed restrictions on travel, work, and social gatherings. A large share of the global population was under lockdowns and... View Details

April 2020
Teaching Note

Executive Compensation at Talent Partners

By: Richard S. Ruback, Royce G. Yudkoff and Ahron Rosenfeld

Teaching Note for HBS Case No. 211-073. Talent Partners, a payroll service firm focused on actors in commercials, hired Paul Muratore to be its CEO in 2002. His compensation package included a fixed salary and a bundle of Stock Appreciation Rights (SAR) that would... View Details

Keywords: Executive Compensation; Stock Options; Compensation and Benefits

April 2020 (Revised May 2021)
Case

Middlebury College: Energy2028

By: Brian Trelstad, Michael Norris and John McKinley

In 2018, Middlebury College’s board of trustees is considering a proposal called Energy2028 that would push the small, liberal arts and sciences college in Vermont to become a net zero carbon emitter, decrease energy usage by 25%, divest fossil fuels from its... View Details

Keywords: Divestment; Energy; Higher Education; Energy Conservation; Climate Change

January 2020 (Revised April 2020)
Teaching Note

Brandless: Disrupting Consumer Packaged Goods

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

December 2019 (Revised June 2021)
Case

Mãe Terra and Unilever (A)

By: Lynn S. Paine, Ruth Costas and Priscilla Zogbi

The case concerns the sale of Mãe Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mãe Terra’s CEO Alexandre Borges must determine whether and how to keep Mãe Terra's B... View Details

Keywords: Mergers ＆ Acquisitions; Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Agriculture and Agribusiness Industry; Brazil; Latin America

December 2019
Supplement

Mãe Terra and Unilever (B)

By: Lynn S. Paine, Ruth Costas and Mariana Cal

Unilever is making strides to integrate the operations of Mãe Terra—one of Brazil's leading brands for packaged organic foods—into its own structures, after acquiring the company in 2017. Mãe Terra’s CEO, Alexandre Borges, must decide whether to implement his original... View Details

Keywords: Brand Management; Sustainability; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Corporate Governance; Governing and Advisory Boards; Environmental Sustainability; Organizational Culture; Food and Beverage Industry; Agriculture and Agribusiness Industry; Brazil; Latin America

October 2019 (Revised February 2023)
Case

Gupta Media: Performance Marketing in the Digital Age

By: V. Kasturi Rangan and Courtney Han

Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists... View Details

Keywords: Marketing; Digital Marketing; Performance; Measurement and Metrics; Social Media; Advertising Industry

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