Publications

Read Now

February 2001
Case

PlanetFeedback: The Voice of One ... The Power of Many (A)

By: James L. Heskett

The management of PlanetFeedback in proposes a merger with Intelliseek. Their goal is to create a comprehensive C2B and B2B business focused on the generation and analysis for business clients of consumer feedback data via the Internet, Planet Feedback's board of... View Details

Keywords: Mergers and Acquisitions; Decisions; Information Management; Analytics and Data Science; Business Strategy; Internet and the Web; Information Technology Industry

02 Apr 2007
Lessons from the Classroom

Making the Move to General Manager

needs as possible. And that's what we try to do in Modules 3 and 5 with the proprietary Web sites and access to... View Details

Keywords: by Martha Lagace

2011
Working Paper

Inside the Black Box of the Corporate Staff: An Exploratory Analysis Through the Lens of E-Mail Networks

The corporate staff is central in theories of the multi-business firm, but empirical evidence on its function is limited. In this paper, we examine the high-level role of two units of a corporate staff through analysis of electronic communications. We find sharp... View Details

Keywords: Theory; Business Ventures; Internet and the Web; Communication; Employment; Management Teams; Networks

Read Now

July 2015
Case

Vita: Cosmetics in the Nordics

By: Das Narayandas, Krishna Palepu and Kerry Herman

Vita is a Norwegian cosmetics retailer owned by FSN Capital, a Scandinavian private equity company. The company has a strong market position in Norway. The case focuses on two strategic issues: how to develop an e-commerce strategy to supplement the company's... View Details

Keywords: E-Commerce Strategy; Norway; Cosmetics; Managing Under Private Equity Ownership; Strategy; Private Equity; Internet and the Web; Growth and Development Strategy; E-commerce; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Norway

2007
Working Paper

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

By: John A. Deighton and Leora Kornfeld

The digital interactive transformation in marketing is not unfolding, as many thought it would, on the model of direct marketing. That model anticipated that digital media using rich profiling data would intrude marketing messaging more deeply and more precisely into... View Details

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Internet and the Web

Read Now

28 Aug 2018
First Look

New Research and Ideas, August 28, 2018

IQ from IP: Simplifying Search in Portfolio Choice By: Chen, Huaizhi, Lauren Cohen, Umit Gurun, Dong Lou, and Christopher J. Malloy Abstract— Using a novel database that tracks web traffic on View Details

Keywords: Dina Gerdeman

May 2021 (Revised February 2024)
Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States

07 Apr 2022
Blog Post

Product Management at HBS: Roll Up Your Sleeves and Learn by Doing

Weston Ruths is enrolled in the MS/MBA: Engineering Sciences Program Class of 2022, and is a member of HBS Section D. After graduating from Rice University in 2016 with a degree in Computer Science, he... View Details

August 2018
Case

Digital Transformation at Brazilian Retailer Magazine Luiza

By: Thales S. Teixeira, Leandro A. Guissoni and Tania Modesto Veludo-de-Oliveira

By late 2017, Brazilian retailer Magazine Luiza's CEO was convinced that the company could significantly grow sales and accomplish its aspirations of digital transformation. What was unclear in his mind was whether he should act as a tech company and grow as fast as... View Details

Keywords: Digital; Ecommerce; Retailing; Brazil; Bricks And Mortar; Pricing; Customer Lifetime Value; Growth and Development Strategy; Internet and the Web; Transformation; Decision Choices and Conditions; Retail Industry; Brazil

01 Dec 2003
News

Spreading the Words

When the youngest of his three sons went off to college in 1994, Carey Cook (MBA 1969) finally had time to pursue a lifelong dream: creating word games and puzzles designed to build View Details

Keywords: Educational Support Services; Educational Services

01 Dec 1998
News

Reunited and It Feels So Good

available to them at the School. Wide-ranging faculty presentations included Professor Regina E. Herzlinger's "Market-Driven Health Care," Professor Bruce R. Scott's "The Asian Financial Crisis Goes Global," View Details

19 Apr 2004
Research & Ideas

Birth of the American Salesman

and Internet age? A: Today there are more sales workers than ever before, though I would not call them "Willy Lomans." They are a vital and essential part of View Details

Keywords: by Laura Linard

2014
Article

Drivers and Dynamics of Online Word of Mouth

By: Frank Nagle and Christoph Riedl

Keywords: Online Word Of Mouth; Online Communities; Online Product Reviews; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Digital Marketing

February 2001 (Revised June 2001)
Case

eSurg (A): Negotiating the Start-Up

By: Jay O. Light and Anthony Massaro

The founders of an online medical supplies firm must negotiate with an established hospital distributor and a venture capital firm. View Details

Keywords: Venture Capital; Negotiation; Internet and the Web; Financing and Loans; Business Startups; Medical Devices and Supplies Industry