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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; Consumer Products 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

December 2020 (Revised April 2021)
Case

Arcos Dorados: A QSR Recovery Plan

By: Forest Reinhardt, José B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal

Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s... View Details

November–December 2020
Article

Lifting the Veil: The Benefits of Cost Transparency

By: Bhavya Mohan, Ryan W. Buell and Leslie K. John

Firms do not typically disclose information on their costs to produce a good to consumers. However, we provide evidence of when and why doing so can increase consumers’ purchase interest. Specifically, building on the psychology of disclosure and trust, we posit that... View Details

Keywords: Cost Transparency; Disclosure; Field Experiment; Cost; Trust; Consumer Behavior

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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

September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

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
Teaching Note

Danone: Changing the Food System

By: David E. Bell, Federica Gabrieli, Daniela Beyersdorfer, Amy Klopfenstein and Aldo Sesia

Teaching Note for HBS No. 520-053.
This is a teaching note for the case “Danone: Changing the Food System?” The case examines the efforts of one of the world’s largest food and beverage companies to resolve the social, environmental, and economic issues within... View Details

Keywords: Food; Goods and Commodities; Agribusiness; Animal-Based Agribusiness; Plant-Based Agribusiness; Strategy; Corporate Strategy; Environmental Management; Environmental Sustainability; Climate Change; Agriculture and Agribusiness Industry; Food and Beverage Industry; Europe; France; Paris

April 2020 (Revised October 2020)
Case

Unilever's Response to the Future of Work

By: William R. Kerr, Emilie Billaud and Mette Fuglsang Hjortshoej

In February 2020, Nick Dalton, executive vice president HR business transformation at Unilever, reflected on the changing nature of work marked by rapid advances in artificial intelligence, machine learning, and automation. Launched in 2016, Unilever’s Future of Work... View Details

Keywords: Change Management; Human Capital; Organizational Change and Adaptation; Mission and Purpose; Organizational Structure; Transformation; Human Resources; Consumer Products Industry; Europe

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; Consumer Products Industry; United States

January 2020
Case

The June Oven

By: Leonard A. Schlesinger and Christian Godwin

The June Oven was a smart oven which was capable of identifying food and cooking it accordingly. This type of smart oven represented the next step in the long history of oven and stove development. Due to the widespread use of traditional ovens, the market for the June... View Details

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

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

October 2019 (Revised August 2022)
Case

Nehemiah Mfg. Co.: Providing a Second Chance

By: Michael Chu, Brian Trelstad and John Masko

In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two years later, the pair made their first... View Details

Keywords: Fast Moving Consumer Goods; Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Consumer Products Industry; Ohio; United States

2019
Working Paper

Real Exchange Rate Behavior: New Evidence from Matched Retail Goods

By: Alberto Cavallo, Brent Neiman and Roberto Rigobon

We use a dataset containing daily prices for thousands of matched retail products in nine countries to study tradable-goods real exchange rates. Prices were collected from the websites of large multi-channel retailers and then carefully matched into narrowly-deﬁned... View Details

Keywords: Purchasing Power Parity; Online Prices; Real Exchange Rate; Macroeconomics; Currency Exchange Rate; Price; Internet and the Web

September 2019 (Revised May 2020)
Case

Keroche (A): Fighting for Share in the Kenyan Alcoholic Drinks Market

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case discusses the challenges faced by Kenyan alcoholic drinks producer Keroche Industries Limited in 2003, when the Kenyan government accused the company of manufacturing and selling substandard alcoholic drinks, revoked its liquor licenses, and shut down its... View Details

Keywords: Keroche; Alcohol; Wine; Manufacturing; Informal Market; Regulation; Illicit; Illegal; Shutdown; Factory; Low-income Consumers; Multinational; Local; Government; Allegations; Accusations; Negative Press; EABL; Tusker; Beer; SAB; Chang'aa; Naivasha; Rift Valley; East Africa; Lawsuit; Legal Battle; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Production; Safety; Quality; Distribution; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa

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