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2017
Working Paper

Intermediation in the Supply of Agricultural Products in Developing Economies

By: Kris J. Ferreira, Joel Goh and Ehsan Valavi

Problem Definition: Farmers face several challenges in agricultural supply chains in emerging economies that contribute to extreme levels of poverty. One common challenge is that farmers only have access to one channel, often an auction, for which to sell their crops.... View Details

Keywords: Developing Countries; Agricultural Supply Chain; Intermediation; Multiple Cahnels; Walrasian Auction; Developing Countries and Economies; Supply Chain; Distribution Channels; Profit; Agriculture and Agribusiness Industry

September 2017 (Revised March 2018)
Case

Chai Point: Disrupting Chai

By: Shikhar Ghosh, Ramana Nanda and Rachna Tahilyani

Chai Point is India’s largest organized chai retailer. It has missed its target for retail store openings by approximately 25%, goals that are very important to its investors who are also board members. However, it has developed an exciting new internet-based tea... View Details

Article

Channel Integration, Sales Dispersion, and Inventory Management

By: Santiago Gallino, Antonio Moreno and Ioannis Stamatopoulos

We study the effects of the introduction of cross-channel functionalities on the overall sales dispersion of retailers and the implications of these effects for inventory management. To do that, we analyze data from a leading U.S. retailer who introduced a... View Details

Keywords: Retail Operations; Online Retail; Channel Integration; Sales Dispersion; Long Tail; Empirical Operations; Inventory Management; Omnichannel Retail; Marketing Channels; Integration; Sales; Logistics; Operations; Management; Retail Industry

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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

February 2017
Teaching Note

The Tate's Digital Transformation

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate’s... View Details

January 2017 (Revised April 2019)
Case

The Olmos Project: Value Creation and Value Capture

By: John Macomber, Fernanda Miguel, Laura Urdapilleta and Valeria Moy

Private investment in public infrastructure can be encouraged when there are multiple avenues to capture and to share the value created by such a project. Gains in the market value of land adjacent to projects are not customarily channeled back into defraying the... View Details

Keywords: Value Capture; Infrastructure; Decision Making; Agribusiness; Value Creation; South America; Peru

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

October 2016 (Revised April 2018)
Case

ASICS: Chasing a 2020 Vision

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In early 2016, Motoi Oyama, president and CEO of ASICS, a major sports apparel and footwear manufacturer based in Japan, lays out his company’s growth plan for the upcoming 5 years. The new plan set ambitious goals in terms of revenue and profit increases. At the heart... View Details

Keywords: Brand Management; Sports Apparel; Competitive Positioning; Direct To Consumer Marketing; Retail Formats; Lifestyle Brands; Information Technology; Competition; Brands and Branding; Organizational Change and Adaptation; Digital Platforms; Product Positioning; Marketing Channels; Sports; Retail Industry; Apparel and Accessories Industry; Sports Industry; Entertainment and Recreation Industry

October 2016 (Revised February 2020)
Case

Dwayne 'The Rock' Johnson

By: Anita Elberse

In June 2016, Dwayne ‘The Rock’ Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status—a digital channel. The channel (named “Seven Bucks Digital Studios”) will be a new part of film and television... View Details

September 2016 (Revised November 2017)
Case

Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'

By: Robert J. Dolan

“A Warby Parker of mattresses? Somebody is going to do it. Why not us?” This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator... View Details

Keywords: Mattress; Sleep; Marketing; Business Model; Marketing Channels; Adoption; Sales; Consumer Products Industry

August 2016 (Revised November 2019)
Supplement

eSig: Growth Analysis

By: Mark N. Roberge and Thomas R. Eisenmann

eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations, available as a... View Details

Keywords: Esignature; Computer Software; Entrepreneurship; Business Startups; Management; Marketing Channels; Applications and Software; Computer Industry; United States

August 2016 (Revised November 2019)
Case

eSig: Growth Analysis

By: Mark Roberge and Tom Eisenmann

eSig, an early-stage startup, offers an electronic signature application as a "freemium" product, i.e., users can upgrade from a free basic version to a premium version by paying a subscription fee. Using 9 months of data from 50,000 user activations (available as a... View Details

Keywords: Esignature; Computer Software; Business or Company Management; Marketing Channels; Applications and Software; Business Startups; Computer Industry

July 2016 (Revised October 2016)
Case

Entrepreneurial Sales and Marketing Vignettes

By: Mark Roberge and Frank Cespedes

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Early stage founders, sales leaders, and marketing executives often face one, and... View Details

Keywords: Entrepreneurial Marketing; Entrepreneurial Sales; Business Startups; Talent; Talent Management; Growth Management; Marketing Communications; Social Marketing; Salesforce Management; Pricing; Sales; Marketing

July–August 2016
Article

Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry

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June 2016
Teaching Note

Relating to Peapod

By: Jill Avery and Susan Fournier

This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the... View Details

Keywords: Brand Management; Customer Relationship Management; CRM; Customer Behavior; Consumer Behavior; Retailing; Marketing; Marketing Strategy; Brands and Branding; Marketing Channels; E-commerce; Retail Industry; United States

2017
Working Paper

Economic Uncertainty and Earnings Management

By: Luke C.D. Stein and Charles C.Y. Wang

In the presence of managerial short-termism and asymmetric information about skill and effort provision, firms may opportunistically shift earnings from uncertain to more certain times. We document empirically that when financial markets are less certain about a firm's... View Details

Keywords: Discretionary Accruals; Uncertainty; Implied Volatility; Earnings Response Coefficient; Risk and Uncertainty; Earnings Management; Financial Markets

March 2016 (Revised March 2022)
Teaching Note

Express Scripts: Promoting Prescription Drug Home Delivery (A) and (B)

By: John Beshears

The pharmacy benefit manager (PBM) sector processes prescription drug claims on behalf of companies that offer a prescription drug benefit to their employees. The case associated with this teaching note follows Bob Nease, chief scientist at Express Scripts, as he... View Details

Keywords: Pharmaceuticals; Prescription Drugs; Pharmacy Benefit Manager; PBM; Healthcare; Behavioral Economics; Choice Architecture; Active Choice; Service Delivery; Decision Choices and Conditions; Consumer Behavior; Distribution Channels; Health Care and Treatment; Service Industry; Pharmaceutical Industry

Other Article

Online Discounting: Who is Leading the Race to the Bottom?

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

A short review of the finidings in: Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564. View Details

Keywords: Pricing; Price Policies; Pricing Policies; Discounting; Retailing; Retailing Industry; Minimum Advertised Price; Ecommerce; E-Commerce Strategy; Price; Distribution Channels; Distribution; Digital Marketing; E-commerce; Retail Industry; Technology Industry; Advertising Industry; United States

January 2016
Teaching Note

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Teaching Note for Accor: Strengthening the Brand with Digital Marketing case View Details

Keywords: Digital; Hospitality; Marketing; Marketing Channels; Marketing Strategy; Distribution Channels; Distribution; Travel Industry; France; Europe

January 2016
Case

Haiti Hope: Innovating the Mango Value Chain

By: Amy C. Edmondson and Jean-François Harvey

This case study examines a market-based approach to economic development through the eyes of NGO TechnoServe's project manager, implementing a US$9.5 million five-year public-private partnership between Coca-Cola, IDB, and USAID. The case ends at the beginning of the... View Details

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