Publications

May 2023
Supplement

Sian Flowers: Fresher by Sea - Video Supplement

By: Willy C. Shih

The setting for this case is the Sian Flowers, a company headquartered in Kitengela, Kenya that exports roses to predominantly Europe. Because cut flowers have a limited shelf life and consumers want them to retain their appearance for as long as possible, Sian or its... View Details

Keywords: Supply Chain; Supply Chains; Sustainability; Sustainable Agriculture; Sustainability Reporting; Carbon Emissions; Supply Chain Management; Quality; Ship Transportation; Cost Management; Agriculture and Agribusiness Industry; Africa; Kenya; Netherlands; Europe

May–June 2023
Article

Unmasking Behaviors During the Pandemic with Video Analytics

By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan

In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors.... View Details

Keywords: COVID-19 Pandemic; Social Influence; Social Norms; Health Pandemics; Behavior

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April 2023
Supplement

Fresh Food Generation

By: Brian Trelstad

Instructors should consider the timing of making videos available to students, as they may reveal key case details.

This case highlights one of five BIPOC entrepreneuers in the Boston area as part of the HBS Impact Investment Fund. In fall 2021, a team of... View Details

Keywords: Growth and Development Strategy; Entrepreneurship; Race; Food and Beverage Industry

April 2023 (Revised April 2024)
Teaching Note

Netflix's Culture: Binge or Cringe?

By: Hubert Joly, Leonard A. Schlesinger, James Barnett and Stacy Straaberg

Teaching Note for HBS Case No. 522-096. View Details

April 2023
Supplement

Sweet Teez Bakery: Projecting the Dough’s Rise Video Supplement

By: Emily R. McComb and Ruth Page

March 2023
Supplement

Halftime for Heidelberg

By: Debora L. Spar

The case follows President Rob Huntington as he seeks to find a viable way forward for Heidelberg University.
Located in Tiffin, Ohio, Heidelberg is a small, private, four-year university. As with many similar institutions of higher education, it currently faces... View Details

Keywords: University; University Administration; University Endowment; Endowments; Brand Management; Higher Education; Strategic Planning; Brands and Branding; Education Industry; Ohio; United States

March 2023
Case

MrBeast: Building a YouTube Empire

By: Anita Elberse and Oliver Band

Wednesday November 16, 2022 was a historic day in the ascent of Jimmy Donaldson, better known as MrBeast, to the top echelon of YouTube creators. That day he became the YouTuber with the most subscribers ever—a total of 112 million. The meteoric rise of the 24-year-old... View Details

Keywords: Philanthropy and Charitable Giving; Power and Influence; Internet and the Web; Entrepreneurship; Growth and Development Strategy; Motion Pictures and Video Industry; Motion Pictures and Video Industry

2023
Chapter

Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan

he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details

Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing

March 2023
Case

Best Buy: Renew Blue (A)

By: Sunil Gupta, Dave Habeeb and Amram Migdal

Preabstract: The A Video Case should be assigned to students in advance of class. The B case is intended to be used in class by educators and the C case can be assigned to students during or after class. The product is designed as a low-prep case for students, with... View Details

Keywords: Job Offer; Management Succession; Personal Development and Career; Business or Company Management; Leadership; Selection and Staffing; Retail Industry

March 2023
Supplement

Río Curicó Teaching Note: Video Short I

By: Kathleen L. McGinn and Julian Zlatev

March 2023
Supplement

GitLab and the Future of All-Remote Work Video Supplement

By: Prithwiraj Choudhury

March 2023
Supplement

TCS: From Physical Offices to Borderless Work Video Supplement

By: Prithwiraj Choudhury

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America

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February 2023
Case

Roblox: Virtual Commerce in the Metaverse

By: Ayelet Israeli and Nicole Tempest Keller

In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,... View Details

February 2023
Supplement

Dr. Andrea Pusic, Video Supplement

By: Robert S. Kaplan

Video supplement to aid in the teaching of "Brigham & Women's Hospital: Using Patient Reported Outcomes to Improve Breast Cancer Care," HBS case no. 122-010. View Details

February 2023 (Revised March 2023)
Case

Hey, Insta & YouTube, Are You Watching TikTok?

By: Felix Oberholzer-Gee

In early 2023, the entertainment app TikTok reached close to 1 billion users globally, placing it 4th behind the leading social networks of Facebook, YouTube, and Instagram. Featuring a sophisticated recommendation engine, TikTok mastered the art of keeping users... View Details

Keywords: Social Media; Applications and Software; Business Model; Competition; Organizational Change and Adaptation

2023
Working Paper

Life After Death: A Field Experiment with Small Businesses on Information Frictions, Stigma, and Bankruptcy

By: Shai Benjamin Bernstein, Emanuele Colonnelli, Mitchell Hoffman and Benjamin Iverson

In a randomized control trial (RCT) with U.S. small businesses, we document that a large share of firms are not well-informed about bankruptcy. Many assume that bankruptcy necessarily entails the death of a business and do not know about Chapter 11 bankruptcy, where... View Details

Keywords: Small Business; Insolvency and Bankruptcy; Knowledge Dissemination; Outcome or Result

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December 2022
Case

Ed Catmull: Lessons from Leading Pixar Animation Studios

By: Francesca Gino, Linda Hill, Gary Pisano and Ruth Page

This stand-alone multimedia case follows Ed Catmull, cofounder of Pixar, after he was vice president at Lucasfilm. Catmull was honored with five Academy Awards®, including an Oscar of Lifetime Achievement for his technical contributions and leadership in computer... View Details

Keywords: Leadership; Organizational Culture; Motion Pictures and Video Industry

December 2022
Supplement

Driving Decarbonization at BMW - Video Supplement

By: Shirley Lu, George Serafeim and Michael W. Toffel

Videos of Thomas Becker, Vice President of Sustainability and Mobility at BMW Group, in support of the case "Driving Decarbonization at BMW" (HBS No. 123-008) View Details