Publications

Web

Marketing Curriculum - Faculty & Research

pricing—to satisfy customer needs profitably. Use this knowledge in a brand management simulation. The course culminates in an examination of the evolution of marketing, particularly focusing on opportunities presented by the Internet.... View Details

2016
Working Paper

Capital Requirements, Risk Choice, and Liquidity Provision in a Business Cycle Model

By: Juliane Begenau

This paper develops a quantitative dynamic general equilibrium model in which households' preferences for safe and liquid assets constitute a violation of Modigliani and Miller. I show that the scarcity of these coveted assets created by increased bank capital... View Details

Keywords: Capital Requirement; Bank Regulation; Demand For Safe Assets; Business Cycles; Bank Lending; Risk Management; Financial Liquidity; Financing and Loans; Capital; Banks and Banking

SSRN

2019
Working Paper

Do Banks Have an Edge?

By: Juliane Begenau and Erik Stafford

Overall, no! We show that the level and time series variation in cash flows for most bank activities are well matched by capital market portfolios with similar interest rate and credit risk to what banks report to hold. Ignoring operating expenses, bank loans earn high... View Details

Keywords: Banks; Market Efficiency; Bank Capital; Bank Debt; CAPM; Banking; Bank Deposits; Bank Funding Advantage; Leverage; Maturity Transformation; Replicating Portfolio; Efficiency; Banks and Banking; Capital Markets; Performance Evaluation; Performance Efficiency; Banking Industry; United States

SSRN

March 2022 (Revised March 2024)
Case

Hometown Foods: Changing Price amid Inflation

By: Julian De Freitas, Jeremy Yang and Das Narayandas

During the early part of the 2021 Covid-19 pandemic, Hometown Foods, a large seller of flour-based products, thrived as consumers hoarded baked goods and took up baking to pass the time and find comfort. Then, amid growing shortages in commodities, a vaccine arrived,... View Details

Keywords: COVID-19 Pandemic; Consumer Behavior; Supply Chain; Inflation and Deflation; Spending; Price Bubble; Price; Volatility; Food and Beverage Industry

Web

HBS - The year in Review

experienced colleagues. Assistant Professors Anjali M. Bhatt Organizational Behavior Julian De Freitas Marketing Summer R. Jackson Organizational Behavior Jung Koo Kang Accounting & Management Rebecca A. Karp Strategy Shirley Lu... View Details

Web

Marketing Awards & Honors - Faculty & Research

Caravella. Julian De Freitas : Recipient of an Anderson Fund Grant from Harvard University in 2020. Julian De Freitas : Awarded the Goethals Teaching Prize by Harvard... View Details

November 2022 (Revised March 2024)
Case

Replika AI: Monetizing a Chatbot

By: Julian De Freitas and Nicole Tempest Keller

In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in... View Details

Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry

2024
Working Paper

The Rise of Alternatives

By: Juliane Begenau, Pauline Liang and Emil Siriwardane

Since the 2000s, U.S. public pensions have shifted their risky investments towards alternative assets like private equity and hedge funds, some more aggressively than others. We explore several explanations for these cross-sectional trends, focusing on those implied by... View Details

Keywords: Investment Funds; Investment Return; Risk and Uncertainty

Web

Technology & Innovation - Faculty & Research

production workers) are associated with more autonomy and a wider span of control. By contrast, communication technologies (like data networks) decrease autonomy for both workers and plant managers. Treating technology as endogenous using... View Details

Web

Human Behavior & Decision-Making - Faculty & Research

that implicitly activating the construct of time, rather than money, leads individuals to behave more ethically by cheating less. We further found that priming time reduces cheating by making people reflect... View Details

November 2015
Article

Multi-Sided Platforms

By: Andrei Hagiu and Julian Wright

We study the economic tradeoffs that drive organizations to position themselves closer to or further away from a multi-sided platform (MSP) business model, relative to three traditional alternatives: vertically integrated firms, resellers or input suppliers. These... View Details

Keywords: Two Sided Markets; Reseller; Multi-Sided Platforms; Vertical Integration

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Research - Behavioral Finance & Financial Stability

Juliane Begenau & Erik Stafford NOV 2019 By decomposing bank activities into passive and active components and evaluate the performance of the active components of the bank... View Details

2017
Working Paper

Firm Selection and Corporate Cash Holdings

By: Juliane Begenau and Berardino Palazzo

Among stock market entrants, more firms over time are R&D intensive with initially lower profitability but higher growth potential. This sample-selection effect determines the secular trend in U.S. public firms’ cash holdings. A stylized firm industry model allows us... View Details

Keywords: Initial Public Offering; Market Entry and Exit; Supply and Industry; Research and Development

SSRN

2015
Working Paper

Multi-Sided Platforms

By: Andrei Hagiu and Julian Wright

We study the economic tradeoffs that drive organizations to position themselves closer to or further away from a multi-sided platform (MSP) business model, relative to three traditional alternatives: vertically integrated firms, resellers or input suppliers. These... View Details

Keywords: Two Sided Markets; Reseller; Business Model; Multi-Sided Platforms; Vertical Integration

September 2017 (Revised July 2021)
Case

Asset Allocation at the Cook County Pension Fund

By: Emil Siriwardane, Juliane Begenau and Yuval Gonczarowski

Nickol Hackett, chief investment officer of the Cook County Pension Fund, is responsible for investing the fund’s $9 billion worth of assets on behalf of the employees of Cook County, Illinois. Like many other defined-benefit pensions at the time, the Cook County... View Details

Keywords: Asset Management; Investment Funds; Financial Strategy; Decision Choices and Conditions

July–August 2025
Article

Don’t Let an AI Failure Harm Your Brand

By: Julian De Freitas

How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details

Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes

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March 2021
Article

Deliberately Prejudiced Self-driving Vehicles Elicit the Most Outrage

By: Julian De Freitas and Mina Cikara

Should self-driving vehicles be prejudiced, e.g., deliberately harm the elderly over young children? When people make such forced-choices on the vehicle’s behalf, they exhibit systematic preferences (e.g., favor young children), yet when their options are unconstrained... View Details

Keywords: Moral Judgment; Autonomous Vehicles; Driverless Policy; Moral Outrage; Moral Sensibility; Judgments; Transportation; Policy

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