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January 2021 (Revised March 2021)
Exercise

E-Commerce Analytics for CPG Firms (A): Estimating Sales

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

25 Nov 2009
Working Paper Summaries

The Devil Wears Prada? Effects of Exposure to Luxury Goods on Cognition and Decision Making

Keywords: by Roy Y.J. Chua & Xi Zou; Consumer Products; Consumer Products

November–December 2013
Article

The Dynamic Effects of Bundling as a Product Strategy

By: Timothy Derdenger and Vineet Kumar

Several key questions in bundling have not been empirically examined: Is mixed bundling more effective than pure bundling or pure components? Does correlation in consumer valuations make bundling more or less effective? Does bundling serve as a complement or substitute... View Details

Keywords: Product Strategy; Bundling; Complementary Goods; Marketing; Strategy; Video Game Industry

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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 2022
Supplement

Solution for E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli

January 2019
Supplement

Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Luckily, an old consumer research study on the Nestlé Crunch Bar... View Details

July 2022
Supplement

Solution for E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli

July 2022
Teaching Note

eGrocery and the Role of Data and E-Commerce Analytics for CPG Firms

By: Ayelet Israeli

Teaching Note for HBS Case No. 521-077. View Details

July–August 2013
Article

Complementary Goods: Creating, Capturing, and Competing for Value

By: Taylan Yalcin, Elie Ofek, Oded Koenigsberg and Eyal Biyalogorsky

This paper studies the strategic interaction between firms producing strictly complementary products. With strict complements, a consumer derives positive utility only when both products are used together. We show that value-capture and value-creation problems arise... View Details

Keywords: Complementary Goods; Product Development; Royalty Fees; Product Marketing; Competition

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January 2021 (Revised March 2021)
Exercise

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

February 1969
Article

Test of a Product Cycle Model of International Trade: U.S. Exports of Consumer Durables

By: Louis T Wells Jr

Keywords: Global Range; Trade; Product; Goods and Commodities; United States

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April 14, 2017
Article

Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It

By: John A. Deighton

United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and... View Details

Keywords: Crisis Management; Customer Focus and Relationships; Employees; Training; Air Transportation Industry

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January 2021 (Revised March 2021)
Supplement

E-Commerce Analytics for CPG Firms (C): Free Delivery Terms

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

January 2021
Exercise

E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer

By: Ayelet Israeli and Fedor (Ted) Lisitsyn

The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for... View Details

December 2017 (Revised January 2022)
Supplement

Bega Cheese: Bidding to Bring Vegemite Back Home

By: Benjamin C. Esty and Lauren G. Pickle

In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands including Vegemite, the iconic Australian... View Details

December 2017 (Revised February 2021)
Case

Bega Cheese: Bidding to Bring Vegemite Back Home

By: Benjamin C. Esty and Lauren G. Pickle

In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business, which included several leading consumer brands such as Vegemite, the iconic Australian... View Details

October 2015 (Revised September 2016)
Case

Whirlpool Corp.: Structuring the Deal to Acquire Hefei Rongshida Sanyo Electric Company

By: Benjamin C. Esty and Nancy Hua Dai

Ian Lee, Whirlpool's VP for North Asia, had been negotiating a possible acquisition with Jackie Jin, the chairman of a leading Chinese appliance manufacturer named Hefei Rongshida Sanyo Electric Company (Hefei Sanyo), for almost six months when suddenly Hefei Sanyo's... View Details

Keywords: Mergers ＆ Acquisitions; Regulation; Cross-border Investment; Brand Names; State-owned Enterprise (SOE); Appliances; White Goods; Consumer Durables; Negotiation; Valuation; Mergers and Acquisitions; State Ownership; Foreign Direct Investment; Brands and Branding; Consumer Products Industry; China

January 2018 (Revised October 2019)
Case

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details

February 2018 (Revised April 2018)
Case

Yunnan Baiyao: Transforming a Chinese State-Owned Enterprise

By: Michael Chu, William C. Kirby, Nancy Hua Dai and Yuanzhuo Wang

This case tells the story of how Wang Minghui, Chairman of Yunnan Baiyao Group since 1999, transformed a single-product traditional Chinese medicine (TCM) state-owned enterprise (SOE) into a major diversified consumer health player in China's highly competitive... View Details

Keywords: State-owned Enterprise (SOE); Traditional Chinese Medicine; Yunnan; Yunnan Baiyao; Consumer Health; Enterprise Transformation; Transformation; Health; Business History; State Ownership; Private Ownership; Business Strategy; Commercialization; Competition; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; China

December 2017
Supplement

Bega Cheese: Bidding to Bring Vegemite Back Home

By: Benjamin C. Esty and Lauren G. Pickle

In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands (Vegemite—the iconic Australian spread,... View Details

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