Publications

January 2021 (Revised March 2021)
Case

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Jill Avery, Ayelet Israeli and Emma von Maur

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States

November 1999 (Revised March 2003)
Case

Webvan: Groceries on the Internet

By: John A. Deighton and Kayla Bakshi

What are the prospects for grocery shopping on the Web? This case invites a comparison of seven business models, with particular emphasis on Webvan. Why does the investment community value Webvan at $7.8 billion after less than six months of operating experience, and... View Details

Keywords: Business Model; Experience and Expertise; Investment; Information; Marketing; Distribution Channels; Service Delivery; Cognition and Thinking; Internet and the Web; Retail Industry; Service Industry

17 Mar 2015
Research & Ideas

Where Did My Shopping Mall Go?

are that retailers will reduce store count and also reduce the size of those locations as online commerce begins to satisfy more and more demand. What is to become of all this retail space? How do consumers go and "kick the tires" of... View Details

Keywords: by Sean Silverthorne; Retail

January 2017
Case

Flatiron School

By: Thomas Eisenmann and Halah AlQahtani

In late 2016, the founders of Flatiron School, a startup offering 12-week coding bootcamps, are formulating their growth strategy. Their new online-only program has matched the excellent job placement results for their in-person bootcamps. Should Flatiron shift... View Details

Keywords: Scaling Start-ups; Growth Strategy; Entrepreneurship; Distribution Channels; Growth and Development Strategy; Internet and the Web; Business Startups; Diversification; Expansion; Education Industry; United States

10 Oct 2011
Research & Ideas

Retailing Revolution: Category Killers on the Brink

2011. In the early 2000s, e-commerce was seen as a threat to entire store formats such as grocery, music, and toy stores. But as consumer behavior evolved over the last decade and as supply chains improved, it became apparent that the danger to retail stores from View Details

Keywords: by Rajiv Lal & Jose B. Alvarez; Retail

July 2022 (Revised February 2024)
Teaching Note

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique... View Details

March 2019 (Revised April 2021)
Case

The DivaCup: Navigating Distribution and Growth

By: Ayelet Israeli

When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the... View Details

March 2017 (Revised September 2017)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells and Carole A. Winkler

In January 2017, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The election of Donald Trump as the next president of the United States in November 2016 had triggered a national storm of protests, and many attributed Trump’s victory to... View Details

Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Valuation; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia

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

February 2000 (Revised April 2001)
Case

CNET 2000

By: Thomas R. Eisenmann and Pauline M Fischer

CNET's managers explain the strategic analysis that led to their decision to increase their annual marketing budget from $1 million to $100 million. CNET is an online information intermediary that helps consumers make purchase decisions about PC hardware and software,... View Details

Keywords: Entrepreneurship; Corporate Strategy; Budgets and Budgeting; Financial Strategy; Decisions; Growth and Development; Customer Focus and Relationships; Business Divisions; Marketing Strategy; Distribution Channels; Consumer Behavior; Online Technology; Information Technology Industry

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18 Oct 2018
Research & Ideas

How to Use Free Shipping as a Competitive Weapon

media creator for Harvard Business School Working Knowledge. Related Reading: Should Retailers Match Their Own Prices Online and in Stores? Behavioral Economists Can Make You a Healthier Consumer and Smarter Marketer Research Paper: The... View Details

Keywords: by Kristen Senz; Retail

17 Mar 2021
Research & Ideas

Beyond Pajamas: Sizing Up the Pandemic Shopper

for profit margins? The stakes are high. Without a doubt, bringing more customers into online channels offers a great upside. Not only do they contribute to sales today, but they may continue to buy View Details

Keywords: by Ayelet Israeli, Eva Ascarza, and Laura Castrillo; Retail

October 2000
Case

CDNow (A)

By: Stephen P. Bradley, Christina Akers and Howard Reitz

With CDnow's acquisition of N2K's Music Boulevard web site, this case deals with capturing value in the music industry with online sales. CDnow has the advantage of being one of the exclusive music online retailers on AOL but faces fierce competition from Amazon.com.... View Details

Keywords: Marketing Strategy; Distribution Channels; Competition; Competitive Strategy; Value Creation

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February 2011 (Revised December 2012)
Case

Coca-Cola on Facebook

By: John Deighton and Leora Kornfeld

In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details

Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry

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:

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

Profile

Jason A. Kilar

Internet commercial marketplace. Rayport called the class “Managing in the Marketspace” and through one of his cases, he introduced a relatively unknown Seattle-based online bookseller named Amazon. Kilar recalled spending... View Details

March 2010
Background Note

Airline Travel in the U.S.

By: Sunil Gupta and Kavita Shukla

How should airlines respond to the rising share of Online Travel Agencies (OTAs) as consumers increasingly search the web to buy tickets? View Details

Keywords: Management; Marketing Channels; Consumer Behavior; Market Participation; Agency Theory; Online Technology; Aerospace Industry; United States

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December 1999 (Revised February 2001)
Case

CVS: The Web Strategy

By: John A. Deighton and Anjali C. Shah

How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes... View Details

Keywords: Leveraged Buyouts; Marketing Channels; Distribution Channels; Service Operations; Corporate Strategy; Pharmaceutical Industry; Web Services Industry