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January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

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

January 2014 (Revised June 2014)
Supplement

Dumb Ways To Die: Advertising Train Safety (B)

By: John Quelch

The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details

Keywords: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Media and Broadcasting Industry; Oceania; Europe

November 2016 (Revised October 2018)
Case

Formlabs: Selling a New 3D Printer

By: Frank V. Cespedes, Olivia Hull and Amram Migdal

Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and... View Details

June 2015 (Revised November 2015)
Case

Akbank: Options in Digital Banking

By: Rajiv Lal and Esel Çekin

This case discusses the digitalization strategies of a leading bank in Turkey, Akbank, and how to position its digital banking products going forward. The Turkish banking industry was undergoing a transformation prompted by the demands of the country's digitally savvy,... View Details

Keywords: Marketing; Banking; Emerging Market; Regulations; Channels; Digitization; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Emerging Markets; Distribution Channels; Banks and Banking; Digital Transformation; Banking Industry; Financial Services Industry; Turkey

November 2022
Background Note

The Future of E-Commerce: Lessons from the Livestream Wars in China

By: Ayelet Israeli, Jeremy Yang and Billy Chan

This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of... View Details

June 2013 (Revised January 2016)
Case

Château Margaux: Launching the Third Wine

By: Elie Ofek and Eric E. Vogt

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

January 2018 (Revised October 2021)
Case

Château Margaux: Launching the Third Wine (Abridged)

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

September 2015 (Revised March 2017)
Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Food and Beverage Industry; France

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

Research Summary

Overview

By: Ayelet Israeli

Professor Israeli utilizes econometric methods and field experiments to study data driven decision making in marketing context. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their own data, customer data, and market data... View Details

Keywords: Channel Management; Pricing; Pricing Policies; Online Marketing; E-commerce; Analytics; Econometrics; Field Experiments; Data Analytics; Artificial Intelligence; Value Of Data

June 2013
Supplement

Montague Corporation: Unfolding the Future in Cycling (Video Supplement)

By: Jim Sharpe

This is the Video Supplement for Montague Corporation: Unfolding the Future in Cycling (HBS Case #808087). View Details

Keywords: Entrepreneurs; Consumer Products; Innovation ＆ Entrepreneurship; Innovation; General Managers; Growth; Growth Management; International; Consumer Behavior; Marketing Channels; Founding; Channels Of Distribution; Entrepreneurship; Marketing; Leadership; Bicycle Industry; United States

March 2010 (Revised May 2012)
Case

Bank of America: Mobile Banking

By: Sunil Gupta and Kerry Herman

In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three... View Details

Keywords: Marketing; Digital Marketing; Financial Services; Mobile Banking; Channels; Strategy; Banks and Banking; Marketing Strategy; Service Delivery; Mobile and Wireless Technology; Banking Industry; United States

June 2013
Supplement

Montague Corporation: Unfolding the Future in Cycling (Spreadsheet Supplement)

By: Jim Sharpe

This is the Spreadsheet Supplement for Montague Corporation: Unfolding the Future in Cycling (Case #808087). Includes Exhibit 3, Exhibit 5, Exhibit 6, and Exhibit 8. View Details

Keywords: Entrepreneurs; Consumer Products; Innovation ＆ Entrepreneurship; Innovation; General Managers; Growth; Growth Management; International; Consumer Behavior; Marketing Channels; Founding; Channels Of Distribution; Bicycles; Entrepreneurship; Marketing; Leadership; Bicycle Industry; United States

February 2021 (Revised February 2021)
Background Note

eGrocery and the Role of Data for CPG Firms

By: Ayelet Israeli, Fedor (Ted) Lisitsyn and Mark A. Irwin

This notes provides information about the eGrocery industry and how traditional CPG companies handle this channel and potential data. It is recommended to use together with a series of exercises entitled: "E-Commerce Analytics for CPG Firms (A), (B), and (C)." View Details

July–August 2017
Article

Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions

By: Donald Ngwe

Outlet stores are a large and growing component of many firms' retailing strategies, particularly in the fashion industry. Outlet stores offer attractive prices in locations far from central shopping districts. The main perspectives on why outlet stores exist can be... View Details

Keywords: Fashion; Industrial Organization; Outlet Stores; Price Discrimination; Retail; Channel Management; Luxury; Product Marketing; Price; Retail Industry; Fashion Industry

Find at Harvard

February 2017
Supplement

JCDecaux, 2016: Global Leader ... Again

By: John R. Wells and Gabriel Ellsworth

In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place... View Details

Keywords: JCDecaux; Clear Channel Outdoor; OUTFRONT Media; Lamar Advertising Company; Jean-François Decaux; Jean-Charles Decaux; Outdoor Advertising; Street Furniture; Airports; Billboards; Bicycles; Digital Devices; Digital Marketing; Bidding; Advertising; Advertising Campaigns; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Model; Business Organization; Family Business; For-Profit Firms; Joint Ventures; Design; Price; Profit; Revenue; Geographic Location; Geographic Scope; Global Range; Globalization; Global Strategy; Globalized Firms and Management; Multinational Firms and Management; Globalized Markets and Industries; Government Legislation; Business History; Human Resources; Laws and Statutes; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Product Marketing; Demand and Consumers; Supply and Industry; Operations; Distribution; Infrastructure; Logistics; Product; Product Design; Production; Organizational Structure; Property; Public Ownership; Renting or Rental; Problems and Challenges; Business and Community Relations; Business and Government Relations; Family and Family Relationships; Sales; Situation or Environment; Luxury; Strategy; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Mobile Technology; Wireless Technology; Air Transportation; Bicycle Transportation; Rail Transportation; Transportation Networks; Advertising Industry; France; Paris

January 2013 (Revised April 2013)
Case

OSI in China

By: David E. Bell and Mary Shelman

OSI, one of the world's largest suppliers of processed meats to McDonald's and other QSRs, was in the middle of a $400M expansion in China that included backward integration into poultry production. However, its current customers took only a portion of each bird... View Details

Keywords: China; Corporate Strategy; Vertical Integration; Competitive Positioning; Organizational Design; Channels Of Distribution; Agribusiness; Agriculture and Agribusiness Industry; China

February 2017
Teaching Note

The Tate's Digital Transformation

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details

August 2015
Case

Kjell & Company: Electronics Accessories Retail in the Nordics

By: Krishna Palepu, Das Narayandas and Kerry Herman

Swedish electronics accessories retailer Kjell is considering several issues as it plots its next stage of growth. How should it balance opportunities to expand retail stores into a new market (Oslo, Norway) with additional growth in its home market—Sweden—with... View Details

Keywords: Consumer Electronics Accessories; Online Channel; Omni-channel; Private Equity; Retail; Salesforce Management; Performance Management; Marketing; Sales; Strategy; Scandinavia; Sweden; Norway

November 2017
Teaching Note

Predicting Consumer Tastes with Big Data at Gap

By: Ayelet Israeli and Jill Avery

CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck wanted the company to use the mining of big... View Details

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