Publications

05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

01 Aug 2017
First Look

First Look at New Research and Ideas, August 1

Brand (in)fidelity: When Flirting with the Competition Strengthens Brand Relationships By: Consiglio, I., D. Kupor, F. Gino, and M.I. Norton Abstract—We document the existence and consequences of View Details

Keywords: Sean Silverthorne

April 2023 (Revised April 2025)
Case

Eike Batista: Making or Breaking Brazil

By: Geoffrey Jones, Pedro Magalhães, Daniel Tong and Marcel Anduiza

This case explores the meteoric rise and fall of Eike Batista, once Brazil’s richest person and the world’s seventh wealthiest in 2012. Batista began his career by investing in gold mining in the Amazon, using the network his father had built after years serving as... View Details

Keywords: Crime and Corruption; Entrepreneurship; Investment; Energy Industry; Mining Industry; Brazil

November 2008
Article

Winning the Race for Talent in Emerging Markets

By: Douglas A. Ready, Linda A. Hill and Jay A. Conger

"This war for talent is like nothing we've ever seen before," write the authors, who have spent decades studying talent management and leadership development. Recently they interviewed executives at more than 20 global companies to identify strategies for attracting... View Details

Keywords: Leadership Development; Selection and Staffing; Talent and Talent Management; Multinational Firms and Management; Organizational Culture; Recruitment; Diversity; Developing Countries and Economies

Find at Harvard

March 2015 (Revised December 2016)
Case

American Well: The DTC Decision

By: Elie Ofek and Natalie Kindred

In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details

January 2022
Case

Bee-ing Better at Bombas

By: Elizabeth A. Keenan, Youngme Moon and John Masko

David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had... View Details

Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Marketing Strategy; Digital Marketing; Distribution; Corporate Social Responsibility and Impact; Mission and Purpose; Quality; Business and Stakeholder Relations; Human Needs; Poverty; Growth and Development Strategy; Apparel and Accessories Industry; New York (city, NY)

Article

Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits

By: David R. Bell, Santiago Gallino and Antonio Moreno

Omnichannel environments where customers shop online and offline at the same retailer are ubiquitous and are deployed by online-first and traditional retailers alike. We focus on the relatively understudied domain of online-first retailers and the engagement of a key... View Details

Keywords: Experience Attributes; Marketing–operations Interface; Omnichannel Retailing; Quasi-experimental Methods; Retail Operations; Showrooms; Marketing Channels; Demand and Consumers; Performance Efficiency; Retail Industry

Find at Harvard

November 2018
Case

The Bundesliga in the U.S.

By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer

The Bundesliga, Germany’s premier football (soccer) league, is assessing its global broadcast and marketing strategy, with special focus on the very lucrative but highly competitive U.S. market. Its CEO Christian Seifert believed that a strong international position... View Details

Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Sports Industry; United States

August 2019 (Revised March 2022)
Case

Lemonade: Disrupting Insurance with Instant Everything, Killer Prices, and a Big Heart

By: Elie Ofek and Danielle Golan

Launching its first products in the fall of 2016 in New York, insurtech startup Lemonade was on a mission to disrupt the insurance market by using AI and behavioral economics principles. The company offered renters, homeowners, and condo insurance and mainly targeted... View Details

Keywords: AI; Business Startups; Insurance; Technological Innovation; Business Model; Disruption; Brands and Branding; Growth and Development Strategy; Global Strategy; Decision Making; Insurance Industry; Technology Industry

15 Nov 2016
First Look

November 15, 2016

is that fiscal risk and social risk interact in complex ways. When considering many potential projects, government cost-benefit analysis thus acquires the flavor of a portfolio choice problem. We use the model to explore how the relative View Details

Keywords: Sean Silverthorne

June 2017 (Revised December 2017)
Case

CJ E&M: KCON Goes Global

By: Elie Ofek and Michael Norris

In January of 2017, CJ Entertainment & Media (E&M) proudly announced that it will be holding its first ever KCON in Mexico City just two months later. CJ Group Chairman Jay Lee and Vice Chairwoman Miky Lee are pleased at the progress that KCON, a Korean-oriented music... View Details

Keywords: Music Entertainment; Cultural Entrepreneurship; Growth and Development Strategy; Food; Music Industry; Entertainment and Recreation Industry; Food and Beverage Industry

05 Feb 2013
First Look

First Look: Feb. 5

(their dual identity) might prove both a blessing for attracting many diverse members and a curse for achieving desired outcomes. Originality/Value: More broadly, our results suggest that dual identity organizations might View Details

Keywords: Sean Silverthorne

July 2022 (Revised August 2022)
Case

Athletic Brewing Company: Crafting the U.S. Non-Alcoholic Beer Category

By: Ayelet Israeli and Anne V. Wilson

Athletic Brewing Company (“Athletic,” for short) was founded by Bill Shufelt and John Walker in 2017. In creating Athletic, Shufelt and Walker opened the first U.S. brewery and taproom fully devoted to the production of non-alcoholic (NA) craft beer. By 2021, Athletic... View Details

Keywords: Advertising; Brands and Branding; Product Development; Product Marketing; Product Positioning; Product Launch; Product Design; Product; Competition; Marketing; Entrepreneurship; Growth Management; Cultural Entrepreneurship; Culture; Food and Beverage Industry; United States

June 2011 (Revised May 2012)
Case

Reckitt Benckiser: Fast and Focused Innovation

By: Rebecca M. Henderson and Ryan Johnson

Since its 1999 merger Reckitt Benckiser (RB), a global consumer goods company, led by its CEO Bart Becht, RB developed a reputation for rapid product innovation and industry leading profit margins. RB's stated strategy was to focus on its Powerbrands and high growth... View Details

Keywords: Mergers and Acquisitions; Global Strategy; Innovation Leadership; Leadership Style; Growth and Development Strategy; Brands and Branding; Product Development; Performance Improvement; Commercialization; Consumer Products Industry

20 May 2014
First Look

First Look: May 20

514-048 YouTube for Brands This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube... View Details

Keywords: Sean Silverthorne

19 Dec 2006
First Look

First Look: December 19, 2006

fully extended attraction models (Cooper and Nakanishi 1988). Utilizing a database of store-level scanner data for 25 categories and 127 brands of frequently purchased branded... View Details

Keywords: Sean Silverthorne

19 Jul 2011
Working Paper Summaries

Signaling to Partially Informed Investors in the Newsvendor Model

Keywords: by Vishal Gaur, Richard Lai, Ananth Raman & William Schmidt

July–August 2017
Article

Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions

By: Donald Ngwe

Outlet stores are a large and growing component of many firms' retailing strategies, particularly in the fashion industry. Outlet stores offer attractive prices in locations far from central shopping districts. The main perspectives on why outlet stores exist can be... View Details

Keywords: Fashion; Industrial Organization; Outlet Stores; Price Discrimination; Retail; Channel Management; Luxury; Product Marketing; Price; Retail Industry; Fashion Industry