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  • May 2017 (Revised March 2018)
  • Case

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
Keywords: Retailing; Preference Elicitation; Big Data; Predictive Analytics; Artificial Intelligence; Fashion; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Consumer Behavior; Demand and Consumers; Analytics and Data Science; Forecasting and Prediction; E-commerce; Apparel and Accessories Industry; Consumer Products Industry; Fashion Industry; Retail Industry; United States; Canada; North America
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  • 12 Jul 2011
  • First Look

First Look: July 12

debt issuers deteriorates during credit booms, and that this deterioration forecasts low excess returns to corporate bondholders. The key insight is that changes in the pricing of credit risk disproportionately affect the financing costs... View Details
Keywords: Carmen Nobel
  • January–February 2023
  • Article

Data-Driven COVID-19 Vaccine Development for Janssen

By: Dimitris Bertsimas, Michael Lingzhi Li, Xinggang Liu, Jennings Xu and Najat Khan
The COVID-19 pandemic has spurred extensive vaccine research worldwide. One crucial part of vaccine development is the phase III clinical trial that assesses the vaccine for safety and efficacy in the prevention of COVID-19. In this work, we enumerate the first... View Details
Keywords: COVID-19; Health Testing and Trials; Forecasting and Prediction; AI and Machine Learning; Research; Pharmaceutical Industry
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  • 07 Jun 2004
  • Research & Ideas

What Drives Supply Chain Behavior?

be divided into strategic and operational activities. Strategic activities include, among others, long-term capacity planning and network configuration of warehouses, distributors, and retail stores. Examples of operational activities include short-term View Details
Keywords: by Sarah Jane Johnston
  • 03 Oct 2005
  • Research & Ideas

The Box Office Power of Stars

owned by Cantor Index Holdings, mimics a real supply-and-demand-based stock exchange like the NYSE. HSX acts as the market maker—its technology is set up so that when there is high demand for a certain stock, prices will automatically go... View Details
Keywords: by Sarah Jane Gilbert; Entertainment & Recreation; Motion Pictures & Video
  • 25 Jan 2010
  • Research & Ideas

A Macroeconomic View of the Current Economy

deficit spending send the signal that demand will increase, and thus both aim to break the cycle of negative expectations about the economy. Q: What's a good way to think about foreign direct investment in the United States? Are we... View Details
Keywords: by Sean Silverthorne
  • December 2009
  • Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry
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  • 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
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  • Research Summary

Overview

The overarching goal of my research is to produce works that are influential and informative to both academics and practitioners in the field of operations management. To accomplish this, I collaborate with industry partners who provide knowledge about their field,... View Details
  • 09 Jan 2020
  • Book

Rethinking Business Strategy in the Age of AI

they can take strategic advantage of those opportunities. What can AI help with? Everything from reading X-rays and setting prices to forecasting demand and maintaining jet engines. Almost every traditional... View Details
Keywords: by Dina Gerdeman
  • 26 Jun 2018
  • First Look

New Research and Ideas, June 26, 2018

end of the yield curve. Using data from 26 countries, the yield spread between 30-year and 10-year government bond yields is negatively related to the ratio of pension assets (in funded and private pension and life insurance arrangements) to GDP, suggesting that... View Details
Keywords: Dina Gerdeman
  • 14 Oct 2021
  • In Practice

Reunited and It Feels (Not) So Good: Tips for Managing a Rocky Return

widespread and the timing and nature of the end of the virus as we know it so uncertain that it is impossible to know what the parameters of such an end state. Business leaders should, instead, think in terms of a “next normal.” Their back-to-work policies should... View Details
Keywords: by Kristen Senz
  • 05 Feb 2013
  • First Look

First Look: Feb. 5

earns an average risk-adjusted return of 4.68% per year. Firms with central boards also experience higher future growth in return-on-assets (ROA) with analysts failing to fully reflect this information in their earnings forecasts. Return prediction, growth in ROA, and... View Details
Keywords: Sean Silverthorne
  • 13 Nov 2019
  • Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

perspective, using basic economic principles—assuming customers prefer lower-priced products, for example—to build models that can begin to explain how consumers approach online search. (See Large-Scale Demand Estimation with Search... View Details
Keywords: by Kristen Senz
  • 20 Oct 2011
  • Research & Ideas

Getting the Marketing Mix Right

the right mix between them—the ideal brew needed to achieve sales and market share goals. The trick is that each marketing effort affects consumer behavior in different ways, and also prompts different types of responses from competitors. Some activities result in... View Details
Keywords: by Dina Gerdeman
  • 26 Nov 2001
  • Op-Ed

Why Corporate Budgeting Needs To Be Fixed

exceeding. But the price for his little white lie was extremely high: The company based its demand planning on his sales forecast and consequently ran out of its core product in one of its largest markets at... View Details
Keywords: by Michael C. Jensen
  • 28 May 2020
  • Research & Ideas

Coronavirus Could Create a 'Bankruptcy Pandemic'

couple of years could top what we saw during the 2008-2009 Global Financial Crisis, when there were more than 100,000 business bankruptcies. Some analysts are forecasting that by the end of 2021 up to 20 percent of high-yield corporate... View Details
Keywords: by Dina Gerdeman; Financial Services; Banking
  • April 12, 2023
  • Article

Using AI to Adjust Your Marketing and Sales in a Volatile World

By: Das Narayandas and Arijit Sengupta
Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer... View Details
Keywords: Forecasting and Prediction; AI and Machine Learning; Consumer Behavior; Technology Adoption; Competitive Advantage
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  • February 2006 (Revised September 2007)
  • Background Note

Winner-Take-All in Networked Markets

By: Thomas R. Eisenmann
Discusses platform structure in new networked markets, that is, whether a market that exhibits network effects will be served by a single platform or by rival platforms. Defines "platforms" and "platform structure"; describes factors that influence the odds that a... View Details
Keywords: Forecasting and Prediction; Growth Management; Network Effects; Digital Platforms; Internet and the Web
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  • 07 Aug 2000
  • Research & Ideas

Rocket Science Retailing

forecasting; supply chain speed; inventory planning; and gathering accurate, available data. The following excerpt from their report in the Harvard Business Review shows how some of these companies are making the most of the data available to them to improve product... View Details
Keywords: by Marshall L. Fisher, Ananth Raman & Anna Sheen McClelland; Retail

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