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      • Faculty Publications  (117)

      Digital RetailRemove Digital Retail →

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      • March 2013 (Revised April 2014)
      • Case

      Barnes & Noble: Managing the E-Book Revolution

      By: Alan MacCormack, Brian Kimball Dunn and Chris F. Kemerer
      The case describes competition in the market for E-Books, and Barnes & Noble's Strategy in this industry. As a traditional retailer, B&N was challenged by the introduction of digital technologies that allow books to be published, distributed and sold to consumers... View Details
      Keywords: Innovation; Technology Strategy; Platform Competition; Innovation Strategy; Information Technology; Product Development; Digital Platforms; Standards; Disruptive Innovation; Retail Industry; Retail Industry; North America
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      MacCormack, Alan, Brian Kimball Dunn, and Chris F. Kemerer. "Barnes & Noble: Managing the E-Book Revolution." Harvard Business School Case 613-073, March 2013. (Revised April 2014.)
      • February 2011 (Revised February 2012)
      • Case

      Online Marketing at Big Skinny

      By: Benjamin Edelman and Scott Duke Kominers
      Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
      Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
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      Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)
      • October 2010 (Revised January 2012)
      • Background Note

      Book Publishing in 2010

      By: Stephen P. Bradley and Nancy Bartlett
      Legacy book publishers wrangled with ebook retailers over royalty rates, release strategy, and distribution rights as customer demand for cheaper ebooks eroded publishers' profitable print formats. E-readers like Kindle, as well as Apple's iPad that invigorated the... View Details
      Keywords: Price; Information Publishing; Books; Disruptive Innovation; Demand and Consumers; Distribution; Strategy; Information Technology; Internet and the Web; Publishing Industry
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      Bradley, Stephen P., and Nancy Bartlett. "Book Publishing in 2010." Harvard Business School Background Note 711-419, October 2010. (Revised January 2012.)
      • February 2009
      • Case

      HP: The Computer is Personal Again

      By: Rajiv Lal and Cathy Ross
      In September 2008, Todd Bradley, executive vice president of Hewlett-Packard Company's Personal Systems Group (PSG), gathered his thoughts before a meeting with his top executives and managers for product design and marketing. On the agenda was a discussion of... View Details
      Keywords: Revenue; Product Positioning; Corporate Strategy; Retail Industry; Retail Industry
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      Lal, Rajiv, and Cathy Ross. "HP: The Computer is Personal Again." Harvard Business School Case 509-010, February 2009.
      • July – August 2008
      • Article

      Should You Invest in the Long Tail?

      By: Anita Elberse
      The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details
      Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Retail Industry; Retail Industry; Retail Industry
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      Elberse, Anita. "Should You Invest in the Long Tail?" HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008): 88–96. (HBS Centennial Issue.)
      • October 2007 (Revised December 2007)
      • Case

      TiVo 2007: DVRs and Beyond

      By: David B. Yoffie and Michael Slind
      Tom Rogers, CEO of TiVo, had placed multiple strategic bets on his company. In September 2007, that strategy was due for a major test. TiVo was a maker of digital video recorder (DVR) products and a distributor of DVR technology. Rogers believed that macro-trends in... View Details
      Keywords: Advertising; Business Model; Television Entertainment; Intellectual Property; Lawsuits and Litigation; Management Analysis, Tools, and Techniques; Distribution; Problems and Challenges; Partners and Partnerships; Research; Internet; Entertainment and Recreation Industry; United States
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      Yoffie, David B., and Michael Slind. "TiVo 2007: DVRs and Beyond." Harvard Business School Case 708-401, October 2007. (Revised December 2007.)
      • November 2002 (Revised February 2003)
      • Case

      Amazon.com-2002

      By: Stig Leschly, Michael J. Roberts, William A. Sahlman and Todd H Thedinga
      Describes the evolution of Amazon.com and its business model since its founding. Specifically, discusses Amazon's transformation from an e-Tailer to a commerce platform and its marketplace initiative, which has driven this. Also describes the economics of various... View Details
      Keywords: Business Model; Digital Platforms; Internet and the Web; Transformation; Retail Industry
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      Leschly, Stig, Michael J. Roberts, William A. Sahlman, and Todd H Thedinga. "Amazon.com-2002." Harvard Business School Case 803-098, November 2002. (Revised February 2003.)
      • April 2000 (Revised November 2003)
      • Case

      H. E. Butt Grocery Company: The New Digital Strategy (A)

      By: F. Warren McFarlan and Melissa Dailey
      Shows how the company's IT priorities have moved from primary supply chain restructuring to e-commerce. Shows the new organization structure created by the company. View Details
      Keywords: Internet and the Web; Organizational Structure; Organizational Change and Adaptation; Supply Chain; Technology Adoption; Information Technology; Retail Industry
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      McFarlan, F. Warren, and Melissa Dailey. "H. E. Butt Grocery Company: The New Digital Strategy (A)." Harvard Business School Case 300-106, April 2000. (Revised November 2003.)
      • August 1999 (Revised October 1999)
      • Case

      RCA Records: The Digital Revolution

      By: Jeffrey F. Rayport, Carin-Isabel Knoop and Cate Reavis
      In 1995, Bertelsmann-owned RCA Records was considered a "tired and old" record label. By 1999, the company represented a number of the "hottest" acts in the music industry. Nevertheless, the company's position (as well as that of the entire music industry) was under... View Details
      Keywords: Brands and Branding; Business Model; Competition; Corporate Strategy; Internet and the Web; Change Management; Marketing Strategy; Music Industry; Entertainment and Recreation Industry; United States
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      Rayport, Jeffrey F., Carin-Isabel Knoop, and Cate Reavis. "RCA Records: The Digital Revolution." Harvard Business School Case 800-014, August 1999. (Revised October 1999.)
      • June 1998 (Revised January 2000)
      • Case

      Egghead.com

      By: Jeffrey F. Rayport
      Egghead Software, an entrenched traditional chain retailer specializing in computer software and peripherals, had established a nationwide chain of mall and shopping center stores and a well-organized national brand. In early 1998, management made a highly unusual, and... View Details
      Keywords: Organizational Change and Adaptation; Digital Platforms; Internet and the Web; Applications and Software; Retail Industry; Retail Industry
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      Rayport, Jeffrey F., Jeremy Dann, and Robert C Schmults. "Egghead.com." Harvard Business School Case 898-283, June 1998. (Revised January 2000.)
      • December 1996 (Revised July 2002)
      • Background Note

      Note on Marketing and the Internet

      By: John A. Deighton, Alison Berkley and John Barabino
      The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores... View Details
      Keywords: Marketing; Internet and the Web; Digital Marketing
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      Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, December 1996. (Revised July 2002.)
      • Teaching Interest

      Competing in the Age of Digital Platforms—(Executive Education)

      By: David B. Yoffie
      Summary

      Without exception, the most valuable companies in the world today are platforms. Microsoft, Apple, Amazon, Google, Facebook, and many other firms have built their fortunes by facilitating innovation across global ecosystems or... View Details
      Keywords: Platforms; Technology; Strategy; Digital Business; Social Networks; Self-driving Cars; Mobile Gaming; Esports; Financial Services; Online Retail; Ride-sharing; Search; Auctions; United States; Asia; China; Europe
      • Teaching Interest

      Overview

      By: Jill J. Avery
      Creating Brand Value (MBA elective course)

      Overview:

      In the consumer/retail space, brands are often companies’ most valuable assets and sources of their sustainable competitive advantage. But, managing brands to achieve their full value potential... View Details
      • Research Summary

      Overview

      By: Antonio Moreno
      Professor Moreno’s research explores how digital technologies are reshaping operational processes, with a particular focus on retail and service industries. His early work examined omnichannel retail—the integration of online and offline channels to create seamless... View Details
      Keywords: Omnichannel; Omni-channel; Omnichannel Retail; Omnichannel Retailing; Retail; Operations; Supply Chain Management; Digital Transformation; Digital Strategy; Retail Industry; Retail Industry; Retail Industry; Europe; Spain; Latin America
      • Research Summary

      Overview

      By: Kris Johnson Ferreira
      Professor Ferreira's research primarily focuses on how retailers can use algorithms to make better revenue management decisions, including pricing, product display, and assortment planning. In the retail industry, anticipating consumer demand is arguably one of the... View Details
      Keywords: E-commerce; Analytics; Revenue Management; Pricing; Assortment Planning; Field Experiments; Operations; Supply Chain; Supply Chain Management; Retail Industry
      • Research Summary

      Overview

      By: Jeffrey F. Rayport
      Rayport focuses his teaching and research on launching and scaling technology ventures, with emphasis on digital media, e-commerce, and multi-channel retail. View Details
      Keywords: Entrepreneurial Management; Digital Marketing; Digital Innovation; Digital Media; E-commerce; E-Commerce Strategy; "Marketing Analytics"; Advertising Technology; Technology Entrepreneurship; Entrepreneurship; Technological Innovation; Marketing Strategy; Service Operations; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States; European Union; China
      • Research Summary

      Research Questions

      By: Anita Elberse

      One overarching question drives my research: What are effective marketing strategies for managers in creative industries?

      I focus on three sub-questions:

      1. How can managers in creative industries effectively manage products and product... View Details
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