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Publications

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      • Faculty Publications  (191)

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      • 2019
      • Working Paper

      From Know-It-Alls to Learn-It-Alls: Executive Development in the Era of Self-Refining Algorithms, Collaborative Filtering and Wearable Computing

      By: Mihnea Moldoveanu and Das Narayandas
      We examine the future of executive education on a technological and cultural landscape that is imminent but different to the one we are accustomed to. We show how the contextualization, socialization and personalization of learning—avowed but distal goals of current... View Details
      Keywords: Executive Education; Leadership Development; Technological Innovation; Customization and Personalization; Management Skills; Knowledge Acquisition; Knowledge Sharing
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      Moldoveanu, Mihnea, and Das Narayandas. "From Know-It-Alls to Learn-It-Alls: Executive Development in the Era of Self-Refining Algorithms, Collaborative Filtering and Wearable Computing." Harvard Business School Working Paper, No. 20-061, November 2019.
      • November 2019 (Revised January 2020)
      • Case

      Bayer Crop Science

      By: David E. Bell, Damien McLoughlin, Natalie Kindred and James Barnett
      In mid-2019, a year after German conglomerate Bayer Group closed its acquisition of U.S.-based seeds giant Monsanto, the leadership of Bayer’s Crop Science division (which absorbed Monsanto) is reflecting on the opportunities ahead. Some observers have questioned... View Details
      Keywords: Agribusiness; Research and Development; Innovation and Invention; Innovation Strategy; Mergers and Acquisitions; Consolidation; Customer Value and Value Chain; Change Management; Agriculture and Agribusiness Industry; Technology Industry; United States; Germany
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      Bell, David E., Damien McLoughlin, Natalie Kindred, and James Barnett. "Bayer Crop Science." Harvard Business School Case 520-055, November 2019. (Revised January 2020.)
      • September 2019 (Revised June 2020)
      • Case

      Othellonia: Growing a Mobile Game

      By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
      In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization. View Details
      Keywords: Targeting; Retention/churn; Freemium; Monetization; Customer Relationship Management; Games, Gaming, and Gambling; Mobile and Wireless Technology; Growth and Development Strategy; Marketing; Customers; Marketing Strategy; Retention; Acquisition; Entertainment and Recreation Industry; Japan
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      Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.)
      • August 2019 (Revised October 2019)
      • Case

      Systems Design West

      By: Richard Ruback and Royce Yudkoff
      Jenn Braus (HBS 2013) was halfway through the 90-day exclusivity period for her proposed acquisition of Systems Design West (SDW). She had completed her business and accounting due diligence. Just as she was about to ask her lawyer to begin drafting the purchase... View Details
      Keywords: Acquisition; Price; Negotiation Offer; Decision Making
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      Ruback, Richard, and Royce Yudkoff. "Systems Design West." Harvard Business School Case 220-004, August 2019. (Revised October 2019.)
      • August 2019
      • Case

      Twiggle: E-commerce with Semantic Search

      By: Shane Greenstein and Danielle Golan
      Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and... View Details
      Keywords: Search Technology; Customer Acquisition; Internet and the Web; Technological Innovation; Commercialization; Growth and Development Strategy; E-commerce; Technology Industry; Israel
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      Greenstein, Shane, and Danielle Golan. "Twiggle: E-commerce with Semantic Search." Harvard Business School Case 620-025, August 2019.
      • April 2019
      • Case

      Afterpay U.S.: The Omnichannel Dilemma

      By: Antonio Moreno, Donald Ngwe and George Gonzalez
      In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free... View Details
      Keywords: Omnichannel Retail; Multi-sided Platforms; Value Creation; Business Model Innovation; Fintech; Digital Marketing; Disruptive Innovation; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Channels; Brands and Branding; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Retail Industry; Technology Industry; United States; Australia
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      Moreno, Antonio, Donald Ngwe, and George Gonzalez. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Case 519-086, April 2019.
      • February 2019 (Revised December 2019)
      • Case

      ThirdLove

      By: Jeffrey F. Rayport and Matthew G. Preble
      Keywords: Cohort Behavior; Customer Acquisition Cost (CAC); Lifetime Value (LTV)
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      Rayport, Jeffrey F., and Matthew G. Preble. "ThirdLove." Harvard Business School Case 819-061, February 2019. (Revised December 2019.)
      • 2020
      • Working Paper

      Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

      By: Eva Ascarza
      The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details
      Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value and Value Chain; Consumer Behavior; Analytics and Data Science; Mathematical Methods; Retail Industry
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      Padilla, Nicolas, and Eva Ascarza. "Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach." Harvard Business School Working Paper, No. 19-091, February 2019. (Revised May 2020. Accepted at the Journal of Marketing Research.)
      • January 2019 (Revised February 2024)
      • Teaching Note

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Ayelet Israeli
      Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
      Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
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      Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019. (Revised February 2024.)
      • November 2018 (Revised May 2019)
      • Case

      California Closets: Organizing the Customer Experience

      By: Boris Groysberg and Annelena Lobb
      California Closets had used robust net promoter score (NPS) data, surveyed across its locations, to create a more consistent and satisfying customer experience. CEO Bill Barton wanted to further optimize the customer experience around best practices. He also wanted to... View Details
      Keywords: Net Promoter Score; Customer Relationship Management; Customer Satisfaction; Customers; Acquisition; Demographics; Strategy
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      Groysberg, Boris, and Annelena Lobb. "California Closets: Organizing the Customer Experience." Harvard Business School Case 419-004, November 2018. (Revised May 2019.)
      • October 2018
      • Case

      African Bank Investments Limited (A)

      By: Lynn S. Paine and Will Hurwitz
      Less than a year after joining the board of African Bank Investments Limited (ABIL), the newest director finds himself in difficult discussions with other directors about removing the struggling company’s CEO. The case is set in South Africa in mid-2014 as shares in... View Details
      Keywords: Ethics; Personal Finance; Corporate Accountability; Governing and Advisory Boards; Corporate Governance; Crisis Management; Insurance; Leadership; Management; Risk Management; Banking Industry; Financial Services Industry; Insurance Industry; Africa; South Africa
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      Paine, Lynn S., and Will Hurwitz. "African Bank Investments Limited (A)." Harvard Business School Case 319-052, October 2018.
      • October 2018
      • Supplement

      African Bank Investments Limited (B)

      By: Lynn S. Paine and Will Hurwitz
      Less than a year after joining the board of African Bank Investments Limited (ABIL), the newest director finds himself in difficult discussions with other directors about removing the struggling company’s CEO. The case is set in South Africa in mid-2014 as shares in... View Details
      Keywords: Ethics; Personal Finance; Corporate Accountability; Governing and Advisory Boards; Corporate Governance; Crisis Management; Insurance; Leadership; Management; Risk Management; Banking Industry; Financial Services Industry; Insurance Industry; Africa; South Africa
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      Paine, Lynn S., and Will Hurwitz. "African Bank Investments Limited (B)." Harvard Business School Supplement 319-053, October 2018.
      • August 2018 (Revised February 2023)
      • Case

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Jill Avery and Ayelet Israeli
      As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
      Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
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      Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
      • June 2018
      • Article

      Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged

      By: Clarence Lee, Elie Ofek and Thomas Steenburgh
      We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across... View Details
      Keywords: Customer Engagement; Adoption Routes; Word-of-Mouth; Digital Marketing; Bayesian Estimation; Customers; Communication; Consumer Behavior; Marketing; Internet and the Web; Analytics and Data Science
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      Lee, Clarence, Elie Ofek, and Thomas Steenburgh. "Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged." Management Science 64, no. 6 (June 2018): 2473–2495. (Lead Article.)
      • February 2018 (Revised August 2018)
      • Case

      Blue Haven Initiative: The PEGAfrica Investment

      By: Vikram S. Gandhi, Caitlin Reimers Brumme and Amram Migdal
      This case examines Blue Haven Initiative (BHI), an impact investing fund and family office, and one of its investments, PEGAfrica (PEG). BHI founder Liesel Pritzker Simmons’ motivations for using her family wealth to start a family office focused on impact investing,... View Details
      Keywords: Impact Investing; Family Office; Development; International Development; International Development Investing; Development Fund; Sustainability; Solar Energy; Solar; Pay As You Go; PAYG; MFI; Social Venture; Business Ventures; Acquisition; Business Growth and Maturation; Business Startups; Economics; Development Economics; Energy; Energy Conservation; Energy Sources; Renewable Energy; Social Entrepreneurship; Finance; Assets; Asset Pricing; Capital; Capital Budgeting; Capital Structure; Venture Capital; Cash; Cash Flow; Currency; Currency Exchange Rate; Equity; Private Equity; Financial Instruments; Debt Securities; Stock Shares; Financing and Loans; Microfinance; International Finance; Investment; Investment Return; Investment Activism; Investment Funds; Investment Portfolio; Price; Geography; Geographic Location; Emerging Markets; Ownership; Ownership Stake; Private Ownership; Social Enterprise; Value; Valuation; Value Creation; Energy Industry; Financial Services Industry; Green Technology Industry; Africa; United States
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      Gandhi, Vikram S., Caitlin Reimers Brumme, and Amram Migdal. "Blue Haven Initiative: The PEGAfrica Investment." Harvard Business School Case 318-003, February 2018. (Revised August 2018.)
      • January 2018 (Revised January 2021)
      • Background Note

      Customer Lifetime Social Value (CLSV)

      By: Elie Ofek, Barak Libai and Eitan Muller
      One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details
      Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management
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      Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Background Note 518-077, January 2018. (Revised January 2021.)
      • December 2017 (Revised March 2019)
      • Case

      Armarium: Luxury Fashion Brands for Rent

      By: Jill Avery, David Fubini, Natasha Dossa and Devon Stewart
      Armarium, a two-sided online platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:... View Details
      Keywords: Brand Management; Retailing; Sharing Economy; Luxury Brand; Ecommerce; Startup; Fashion; Brand Positioning; Customer Acquisition; Internet Marketing; Marketing; Marketing Channels; Marketing Strategy; Brands and Branding; Business Startups; Luxury; Consumer Behavior; Growth and Development Strategy; Social Media; E-commerce; Fashion Industry; Retail Industry; Apparel and Accessories Industry; United States; North America
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      Avery, Jill, David Fubini, Natasha Dossa, and Devon Stewart. "Armarium: Luxury Fashion Brands for Rent." Harvard Business School Case 518-047, December 2017. (Revised March 2019.)
      • December 2017 (Revised January 2018)
      • Case

      Alltech

      By: David E. Bell and Natalie Kindred
      Alltech was a Lexington, Kentucky–based producer of supplements for animal feed, with revenues of over $2 billion (projected to reach $3 billion in 2018), sales in 120 countries, 5,000 employees, and 100 manufacturing plants worldwide. For nearly four decades, Alltech... View Details
      Keywords: Alltech; United States; Agribusiness; Agriculture; Animal; Animal Agriculture; Animal Feed; Livestock; Family Business; Vertical Integration; Strategy; Growth; Feed Additives; Feed Supplements; Kentucky; Growth Strategy; Family Businesses; Animal-Based Agribusiness; Acquisition; Business Growth and Maturation; Business Model; Change Management; Trends; Governance; Entrepreneurship; Growth and Development; Intellectual Property; Leadership; Management; Markets; Organizational Culture; Private Ownership; Science; Quality; Risk and Uncertainty; Research; Sales; Agriculture and Agribusiness Industry; Pharmaceutical Industry; United States; Kentucky; Brazil; China
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      Bell, David E., and Natalie Kindred. "Alltech." Harvard Business School Case 518-001, December 2017. (Revised January 2018.)
      • September 2017 (Revised September 2023)
      • Case

      Chase Sapphire: Creating a Millennial Cult Brand

      By: Shelle Santana, Jill Avery and Christine Snively
      The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details
      Keywords: Brand & Product Management; Product Strategy; New Product Development; Credit Card; Customer Acquisition; CRM; Millennials; Marketing; Marketing Strategy; Brands and Branding; Credit Cards; Product Development; Product Launch; Customer Relationship Management; Consumer Behavior; Demographics; Financial Services Industry; Service Industry; Banking Industry; United States; North America
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      Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017. (Revised September 2023.)
      • September 2017 (Revised April 2022)
      • Supplement

      Tempur Sealy International (A)

      By: Benjamin C. Esty
      This case explores the long-term relationship between Tempur Sealy (TPX, a mattress manufacturer) and Mattress Firm (MFRM, a bedding retailer and TPX's largest customer). For almost 20 years, the firms enjoyed a mutually beneficial and commercially prosperous... View Details
      Keywords: Porter's 5 Forces; Bargaining Power; Buyer Power; Customer Power; Supplier Power; Negotiations; Value Capture; Private Equity; Consumer Durables; Consumer Discretionary; Mattresses; B-2-B; Industry Dynamics; Leadership; Compensation; Corporate Strategy; Business Strategy; Value Creation; Competition; Cooperation; Distribution; Negotiation; Industry Structures; Customers; Relationships; Distribution Industry; Manufacturing Industry; Retail Industry; Consumer Products Industry; United States; South Africa
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      Esty, Benjamin C. "Tempur Sealy International (A)." Harvard Business School Spreadsheet Supplement 718-801, September 2017. (Revised April 2022.)
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