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  • 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
Keywords: Data; Data Analysis; Data Analytics; Data Sharing; CPG; Consumer Packaged Goods (CPG); Delivery Planning; Customer Lifetime Value; Online Channel; Retail; Retail Analytics; Retailing Industry; Ecommerce; Grocery; Grocery Delivery; Margins; Retention; Analytics and Data Science; Analysis; Retail Industry; Consumer Products Industry; United States
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  • 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
Keywords: Data Analysis; Data Analytics; CPG; Consumer Packaged Goods (CPG); Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Ecommerce; CRM; Loyalty Management; Assortment Planning; Assortment Optimization; Lifetime Value (LTV); Analytics and Data Science; Analysis; Retention; E-commerce; Retail Industry; Consumer Products Industry; United States
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  • March 2019
  • Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
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    Jacob M. Cook

    Jake Cook is a Lecturer of Business Administration in the Marketing Unit at Harvard Business School and an entrepreneur with a deep-seated passion for e-commerce, digital marketing, and AI.

    As a Cofounder and CEO of... View Details

    • September 2013
    • Case

    Vogue: Defining the Culture of Fashion

    By: Anita Elberse, Joseph Ferrer, Elizabeth Gough and Victoria Katsarou
    In March 2013, Susan Plagemann, vice president and publisher of Vogue—widely regarded as the world's most influential fashion magazine, and publishing conglomerate Condé Nast's marquee title—is seeking answers to two questions. First, how she can best approach the... View Details
    Keywords: Creative Industries; Fashion; Publishing; Digital Technology; Entertainment; Product Portfolio Management; Magazines; Journals and Magazines; Internet and the Web; Change Management; Resource Allocation; Creativity; Media; Advertising; Fashion Industry; Publishing Industry; Media and Broadcasting Industry
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    • August 2019
    • Case

    Walmart's Omnichannel Strategy: Revolution or Miscalculation?

    By: Ramon Casadesus-Masanell and Karen Elterman
    This case describes Walmart's omnichannel strategy in 2018 as it battled Amazon for online retail market share. The case discusses Walmart's early forays into online retail, as well as its 2018 strategy, which aimed to integrate Walmart's enormous brick and mortar... View Details
    Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competition; Retail Industry; Bentonville; Arkansas; New Jersey; Seattle; United States
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    • May 2024
    • Case

    Net Protections (A)

    By: Ramon Casadesus-Masanell, Nobuo Sato and Akiko Kanno
    In Case A, set in early 2017, Net Protections (NP) is the largest Buy Now, Pay Later (BNPL) fintech service in Japan and is experiencing a slowdown in growth of its core product, NP Atobarai. Launched in 2002 as non-membership service, the NP Atobarai product has given... View Details
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    • July 2020 (Revised March 2021)
    • Case

    Board Diversity at Amazon (A)

    By: Aiyesha Dey and Anu Atluru
    The case revolves around the decisions that the board of directors of ecommerce giant Amazon would need to make in response to the controversial letter that activist shareholder CtW investment group sent to Amazon’s shareholders, urging them to vote in favor of a... View Details
    Keywords: Board Of Directors; Boards; Governing and Advisory Boards; Diversity; Gender; Race; United States
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    • May 2021 (Revised May 2022)
    • Case

    Headspace vs. Calm: A Mindful Competition

    By: Ayelet Israeli and Anne Wilson
    By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable... View Details
    Keywords: Marketing Communication; Integrated Strategy; Brand; Brand ＆ Product Management; Brand Communication; Brand Differentiation; Brand Building; Brand Management; E-Commerce Strategy; Ecommerce; App; App Development; Applications; COVID; COVID-19; Pandemic; Pricing; Pricing Strategy; Subscription Model; Subscription; Partnerships; Strategic Partnerships; B2B Vs. B2C; B2B; Health ＆ Wellness; Wellbeing; Digitization; Commoditization; Mobile App; Mobile App Industry; Mobile Healthcare; Mobile Marketing; Digital Brand; Digital Health; Consumer Health; Apps; Online Business; Online Competition; Online Community; Online Entertainment; Entertainment And Leisure; Meditation; Marketing; Marketing Communications; Brands and Branding; Price; Strategy; Competition; Competitive Strategy; Competitive Advantage; Partners and Partnerships; Health; Well-being; Mobile and Wireless Technology; Communication; Communication Strategy; Disruption; Consumer Behavior; Digital Marketing; E-commerce; Applications and Software; Health Industry; Technology Industry; Communications Industry; United States; North America; United Kingdom
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    • November 2020
    • Teaching Note

    DayTwo: Going to Market with Gut Microbiome

    By: Ayelet Israeli
    Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details
    Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B Vs. B2C; B2B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
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    • May 18, 2020
    • Other Article

    Media Bias? But Not What You Think It Is

    By: Frank V. Cespedes
    The media are often accused of political bias. But news outlets reflect many political beliefs in a fragmented media environment. However, an almost across-the-board bias is how news media talk about digital business, and the pandemic has exacerbated that bias, which... View Details
    Keywords: Bias; Digital Business; Media; Disruption; Health Pandemics
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    • February 22, 2023
    • Article

    How to Seed Organic Marketing in a Video-First World

    By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
    Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
    Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
    Related
    • Web

    Hiring Organizations

    Vertex Pharmaceuticals Vestiaire Collective Via Separations Vibrant Planet Viking Global Investors Vineyard Offshore Virgin Australia Visa Visionaries Club Vista Equity Partners Vistria Group, The VMG Partners Volition Capital Voltus, Inc. Vulcan Elements W Walmart /... View Details
    • 07 Jul 2019
    • HBS Case

    Walmart's Workforce of the Future

    technological innovations such as robot workers and in-house incubators. Walmart fights a revenue drop The case details how the rise of ecommerce (and the success of Amazon in particular) affected Walmart’s discount stores (which sell... View Details
    Keywords: by Julia Hanna; Retail
    • 13 May 2024
    • Research & Ideas

    Picture This: Why Online Image Searches Drive Purchases

    “headphones,” with suggested refinements like “noise-cancelling headphones,” aided by images and text. Farronato wrote the paper with Lu Fang and Zhe Yuan of Zhejiang University; Yanyou Chen of the University of Toronto; and Yitong Wang, an employee at the Chinese... View Details
    Keywords: by Rachel Layne; Information Technology; Technology; Consumer Products; Retail
    • 01 Mar 2024
    • News

    Case Study: Testing the Waters

    Illustration by Christina Spano Endurance training was nothing new to Lauren Picasso (MBA 2014), who’d raced through her younger years as a cross-country runner and swimmer. In 2017, when she was director of marketing at Jet.com and looking for a physical challenge,... View Details
    Keywords: Jen McFarland Flint; Food and Beverage Stores; Retail Trade
    • 16 Jun 2020
    • Research & Ideas

    Your Customers Have Changed. Here's How to Engage Them Again.

    Opportunities also exist for B2B technology firms. Suppliers can provide customers with enhanced ecommerce services that are in great demand. Shopify provides multiple services to small businesses to enable greater digital footprints.... View Details
    Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service
    • Web

    Becoming an Entrepreneur - Alumni

    friction from ecommerce shopping, or applying Big Data to achieve supply chain efficiencies Enthusiasm for a particular industry or "space," such as IoT or green energy initiatives For those who recognize themselves as founders, the next... View Details
    • 11 May 2022
    • Blog Post

    MoMBAs: The Inspiring Student Mothers of HBS

    Year: Second Mom of: Mia (3.5 years old), Leo (4 months) Pre-HBS Industry: Banking Post-HBS Industry: eCommerce What is the best part about being a mom at HBS? HBS is probably one of the best places on earth to raise children! The... View Details
    • 22 Feb 2021
    • Book

    Reaching Today's Omnichannel Customer Takes a New Sales Strategy

    example of sales-related hyperbole, Cespedes points to the dire predictions that online buying will eventually cause the real-life “death of a salesman.” While online information sources affect selling, retail sales through ecommerce... View Details
    Keywords: by Kristen Senz