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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

January 2021 (Revised August 2021)
Case

ByteDance: TikTok and the Trials of Going Viral

By: William C. Kirby and John P. McHugh

In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a... View Details

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

2021
Article

Consumer Disclosure

By: Tami Kim, Kate Barasz and Leslie John

As technological advances enable consumers to share more information in unprecedented ways, today’s disclosure takes on a variety of new forms, triggering a paradigm shift in what “disclosure” entails. This review introduces two factors to conceptualize consumer... View Details

Keywords: Disclosure; Passive Disclosure; Information; Internet and the Web; Consumer Behavior; Situation or Environment

December 2020
Case

Tencent: Combining Technology and Culture

By: Elie Ofek, Billy Chan and Dawn H. Lau

Tencent, one of the largest Internet conglomerates in China, had a vision to become a "Tech+Culture" firm. With dominant market shares in online games and social networking, it had built a vast Internet-based entertainment ecosystem, and was now focused on cultural... View Details

Keywords: Media Franchise; Marketing; Market Entry and Exit; Product Launch; Strategy; Culture; China

December 2020 (Revised December 2021)
Case

Komatsu and Smart Construction

By: Rajiv Lal, David J. Collis and Akiko Saito

Komatsu, Japan's leading construction equipment manufacturer, is considering investing in a digital platform "Smart Construction" that will digitise the entire work process on a construction site, allowing for substantial reductions in cost and time while improving... View Details

Keywords: Platform; Digital Business; Construction; Business Model; Strategy; Technology Adoption; Internet and the Web; Digital Platforms; Construction Industry; Japan

December 2020 (Revised March 2021)
Case

eXp Realty and the Virbela Platform

By: Prithwiraj Choudhury, Jan Bena, David Rowat and Emma Salomon

As he considered his plans for the future, Glenn Sanford, CEO of eXp World Holdings, Inc., faced an exciting conundrum. He had built the first all-remote real estate brokerage firm, eXp Realty, which had been growing exponentially and was thriving, even amidst the... View Details

Keywords: Real Estate; All Remote; Virtual Platform; Internet and the Web; Strategy; Decision Making; Resource Allocation; Digital Platforms; Real Estate Industry; Technology Industry

2021
Working Paper

The Value of Descriptive Analytics: Evidence from Online Retailers

By: Ron Berman and Ayelet Israeli

Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details

Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Retail Industry

November 24, 2020
Article

4 Strategies to Make Telehealth Work for Elderly Patients

By: Umar Ikram, Susanna Gallani, Jose F. Figueroa and Thomas W. Feeley

As providers have ramped up their use of telehealth during the COVID-19 pandemic, one group—the elderly—has experienced particular challenges in adopting the technologies. This article describes the strategies four innovative provider organizations have used to engage... View Details

Keywords: Telehealth; Health Pandemics; Health Care and Treatment; Internet and the Web; Age; Technology Adoption; Strategy

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November–December 2020
Article

Rethinking the On-Demand Workforce

By: Joseph B. Fuller, Manjari Raman, Allison Bailey and Nithya Vaduganathan

As companies struggle with chronic skills shortages and changing labor demographics, a new generation of talent platforms, offering on-demand access to highly trained workers, has begun to help. These platforms include marketplaces for premium expertise (such as Toptal... View Details

Keywords: Talent Acquisition; Platforms; Skilled Labor Recruitment; Gig Economy; Talent and Talent Management; Selection and Staffing; Internet and the Web; Strategy; Digital Platforms

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November 2020
Article

When the Boss Comes to Town: The Effects of Headquarters' Visits on Facility-Level Misconduct

By: Jonas Heese and Gerardo Pérez Cavazos

We study the effects of headquarters’ visits on facility-level misconduct. We use the staggered introduction of airline routes to identify exogenous travel-time reductions between headquarters and facilities and test whether such reductions affect facility-level... View Details

Keywords: Corporate Misconduct; Visits By Management; Flight Routes; Control Systems; Compliance Programs; Performance Pressure; Business or Company Management; Management Systems; Governance Controls; Governance Compliance; Performance Expectations

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September 2020 (Revised January 2021)
Case

Comviva: Exploring New Frontiers (A)

By: Dante Roscini and Mahima Rao-Kachroo

Comviva, a mobile solutions provider active in India and 94 other countries, has had a rich history and been successful across many emerging and complex markets: Latin America, South-East Asia, Africa. What are the lessons learnt from expansion, cultural fits, and... View Details

Keywords: Internet and the Web; Acquisition; Emerging Markets; Cross-Cultural and Cross-Border Issues; Mobile and Wireless Technology; Growth and Development Strategy; Telecommunications Industry; India; South Asia

September 2020 (Revised February 2021)
Case

Zameer Kassam Fine Jewelry: Engaging Clients

By: Ryan W. Buell and Amy Klopfenstein

Zameer Kassam Fine Jewelry (ZKFJ) designs custom engagement rings that tell the story of a couple’s relationship. The case describes the company’s process for engaging clients, which has historically been a relatively offline, high-touch experience. Obliged by... View Details

Keywords: Customer Engagement; Service Delivery; Health Pandemics; Internet and the Web; Customer Satisfaction; Organizational Change and Adaptation; Growth and Development; Retail Industry

September 2020
Article

Customer Supercharging in Experience-Centric Channels

By: David R. Bell, Santiago Gallino and Antonio Moreno

We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details

Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry

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September 2020 (Revised July 2022)
Case

Tulsa Remote: Moving Talent to Middle America

By: Prithwiraj (Raj) Choudhury, Emma Salomon and Brittany Logan

Tulsa Remote sought to attract a diverse group of remote workers to the city of Tulsa, Oklahoma—and was willing to put its money where its mouth was, offering $10,000 and a range of wraparound services for its program participants. After a successful pilot year, which... View Details

Keywords: Remote Work; Relocation; COVID-19 Pandemic; Community; Employment; Internet and the Web; Geographic Location; Programs; Employees; Diversity; Recruitment; Oklahoma; Tulsa

July 2020
Technical Note

Digital Natives Growing Without a Sales Force

By: Das Narayandas, Michael Norris and Amram Migdal

This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a sales force. The case highlights the emergence of business-to-business Internet and cloud-based companies and their... View Details

July 2020 (Revised November 2020)
Case

Pricing at Netflix

By: Elie Ofek, Marco Bertini, Oded Koenigsberg and Amy Klopfenstein

Since its launch in 1998 as “the Amazon.com of DVDs,” Netflix had evolved from a DVD rental company to a video streaming platform and producer of original films and television shows. As the company matured, it regularly increased prices and adjusted its product... View Details

June 2020 (Revised August 2020)
Case

Majid Al Futtaim Retail Geographic Expansion: Brick or Click?

By: Juan Alcácer and Alpana Thapar

This case illustrates the challenges that retailers face when they aggressively pursue geographical growth by expanding both their physical store network and their online presence. It features Majid Al Futtaim (MAF) Retail, a franchisee of Carrefour hypermarkets in the... View Details

Keywords: Stores; Ecommerce; Strategy; Expansion; Geographic Location; Decision Making; Internet and the Web; Digital Transformation; E-commerce; Retail Industry; Middle East

June 2020 (Revised July 2023)
Case

Time Out: The Evolution from Media to Markets

By: Kate Barasz and Eva Ascarza

In February 2020, Time Out’s chief executive officer Julio Bruno is evaluating the strategic direction of the company. Over the span of five decades, Time Out — the global media and entertainment brand — had gone from a self-published counterculture publication in... View Details

Keywords: Branding; Media Businesses; Hospitality; Hospitality Industry; Digital; Brands and Branding; Media; Marketing; Marketing Strategy; Organizational Change and Adaptation; Strategy; Media and Broadcasting Industry; Food and Beverage Industry; United Kingdom; United States

2020
Article

Inconvenient Truths: Interpreting the Origins of the Internet

By: Shane Greenstein

A conventional economic narrative provides intellectual underpinnings for governments to subsidize research and development ("R&D") that coordinates risky research to benefit many in society. This essay compares this narrative with the origins and invention of the... View Details

Keywords: Lead Users; Technology Transfer; Internet and the Web; History; Analysis; Research and Development; Governance; Information Technology; Policy

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