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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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July 2022
Teaching Note

Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli, Fares Khrais and Menna Hassan

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

May 2021
Simulation

Customer Compatibility Exercise Application

By: Ryan W. Buell

Customers impose considerable variability on the operating systems of service organizations. They show up when they wish (arrival variability), they ask for different things (request variability), they vary in their willingness and ability to help themselves (effort... View Details

Keywords: Customer Compatibility; Customer Relationship Management; Strategy; Service Operations; Service Delivery; Performance Efficiency; Analysis; Consumer Behavior; Analytics and Data Science

April 2008 (Revised March 2014)
Case

Flying J (A)

By: Rohit Deshpande and Lauren Barley

The largest retailer of diesel fuel in the U.S., Flying J, is rethinking its growth strategy as the economy goes into a recession. Its major customer base, owner-operated truck drivers, are facing increasing costs of doing business. Yet Flying J is considering whether... View Details

Keywords: Decision Choices and Conditions; Growth and Development Strategy; Price; Consumer Behavior; Non-Renewable Energy; Energy Industry; United States

February 2022
Teaching Note

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli

Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)

2015
Working Paper

Online Word of Mouth and Product Review Disagreement

By: Frank Nagle and Christoph Riedl

Studies of online word of mouth have frequently posited―but never systematically conceptualized and explored―that the level of disagreement between existing product reviews can impact the volume and the valence of future reviews. In this study we develop a theoretical... View Details

Keywords: Online Word Of Mouth; Online Communities; Viral Marketing; Online Product Reviews; Quality; Internet and the Web; Consumer Behavior; Marketing Reference Programs; Social and Collaborative Networks; Digital Marketing; Analytics and Data Science

October 2011 (Revised March 2012)
Supplement

Cottle-Taylor: Expanding the Oral Care Group in India, Student Spreadsheet (Brief Case)

By: John A. Quelch and Alisa Zalosh

Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Consumer Behavior; Marketing; Product Design; Emerging Markets; Forecasting and Prediction; Budgets and Budgeting

April 2011
Teaching Note

Porcini's Pronto: "Great Italian cuisine without the wait!" (Brief Case)

By: James L. Heskett and Richard Luecke

Teaching Note to 4277. View Details

Keywords: Franchising; Syndication; Quantitative Analysis; Performance Measurement; Human Resource Management; Incentives; Motivation; Management; Motivation and Incentives; Consumer Behavior; Mathematical Methods; Franchise Ownership; Human Resources; Performance Evaluation

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; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States

08 Jun 2021
Research & Ideas

Tell Me What to Do: When Bad News Is a Big Relief

Barasz’s new paper, “Hoping for the Worst? A Paradoxical Preference for Bad News,” which recently appeared in the Journal of Consumer Research, documents this peculiar preference for worse-case scenarios in a variety of medical... View Details

Keywords: by Michael Blanding

February 2024 (Revised February 2024)
Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang

Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

October 2005 (Revised September 2006)
Case

Museum of Fine Arts Boston

By: V. Kasturi Rangan and Marie Bell

One of Boston's main cultural attractions, the Museum of Fine Arts (MFA), has experienced a steady decline of its core audience over the last decade. The museum's executive director attempted to bridge the shortfall by staging new, innovative, special exhibitions,... View Details

Keywords: Product Marketing; Growth Management; Innovation Leadership; Capital; Financing and Loans; Service Operations; Consumer Behavior

July 2004 (Revised December 2004)
Case

RelayHealth

By: Joseph B. Lassiter III and Elizabeth Kind

RelayHealth provides secure, online communications for doctors, patients, and health plans. The company's services include online consultations, prescription renewals, and appointment scheduling. RelayHealth's business model derives subscription revenue from doctors... View Details

Keywords: Communication Technology; Internet and the Web; Consumer Behavior; Entrepreneurship; Health Care and Treatment; Growth and Development Strategy; Health Industry; Telecommunications Industry

January 2022
Supplement

Kornit Digital: The Amazon Warrants (C)

By: Benjamin C. Esty, E. Scott Mayfield and Daniel Fisher

As of 12/31/21, Amazon held $22 billion of equity and warrants in related companies. In fact, it often requests a free grant of warrants when it enters into a new commercial agreement with a supplier. Over the past 20 years, Amazon has gotten warrants almost 20... View Details

Keywords: Valuation; Value Creation; Consumer Behavior; Negotiation; Distribution; Ownership; Partners and Partnerships; Business Strategy; Equity; Distribution Industry; Food and Beverage Industry; United States

September 2008
Case

Harrington Collection: Sizing Up the Active-Wear Market

By: Richard S. Tedlow and Heather Beckham

In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic... View Details

Keywords: Breakeven Analysis; Product Introduction; Expansion; Consumer Behavior; Supply and Industry; Product Launch; Apparel and Accessories Industry

12 Jul 2004
Research & Ideas

Michael Porter’s Prescription For the High Cost of Health Care

in the behaviors of employers purchasing health plans. In addition, some important system infrastructure needs to be put in place—rules and regulations that shift the incentives and create the right types of information. Let's look at... View Details

Keywords: by Michael E. Porter; Health

13 Sep 2016
First Look

September 13, 2016

forthcoming Organizational Behavior and Human Decision Processes Bounded Awareness: Implications for Ethical Decision Making By: Bazerman, Max, and Ovul Sezer Abstract—In many of the business scandals of the new millennium, the... View Details

April 17, 2023
Article

Crypto-Influencers Give Poor Investment Advice—and the SEC Is Taking Notice

By: Joseph Pacelli

Keywords: Cryptocurrency; Power and Influence; Investment; Governing Rules, Regulations, and Reforms; Investment Return; Consumer Behavior

2010
Chapter

The Impact of Employer Matching on Savings Plan Participation under Automatic Enrollment

By: John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian

Existing research has documented the large impact that automatic enrollment has on savings plan participation. All the companies examined in these studies, however, have combined automatic enrollment with an employer match. This raises a question about how effective... View Details

Keywords: Motivation and Incentives; Consumer Behavior; Personal Finance; Investment Funds; Microeconomics; Compensation and Benefits

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February 2010 (Revised October 2010)
Case

YouTube: Time to Charge Users?

By: Anita Elberse and Sunil Gupta

In January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's parent company, to charge users seeking to upload content, as some analysts had suggested—and if so, who should be... View Details

Keywords: Digital Marketing; Business Model; Cost; Profit; Revenue; Consumer Behavior; Internet and the Web; Motion Pictures and Video Industry

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