Publications
Publications
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- Faculty Publications (698)
- September 2020
- Case
Drinkworks: Home Bar by Keurig
By: Sunil Gupta, Jonathan Levav and Julia Kelley
In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Food and Beverage Industry; North and Central America; United States
- September–October 2020
- Article
Managing Churn to Maximize Profits
By: Aurelie Lemmens and Sunil Gupta
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details
- 2020
- Chapter
Reserve Accumulation, Sovereign Debt, and Exchange Rate Policy
By: Laura Alfaro and Fabio Kanczuk
In the past decade, foreign participation in local-currency bond markets in emerging countries increased dramatically. Additionally, emerging countries are increasingly deviating from inflation targeting regimes, managing their exchange rate and engaging in... View Details
- August 2020 (Revised March 2021)
- Case
Migros Turkey: Scaling Online Operations (A)
By: Antonio Moreno and Gamze Yucaoglu
The case opens in November 2019 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are contemplating what the best fulfillment format and... View Details
- July 2020
- Supplement
Instabeat—Crossing the Finish Line
By: Shikhar Ghosh, Nicole Tempest Keller and Alpana Thapar
Lebanese entrepreneur Hind Hobeika was just 21 years old when she launched her startup, Instabeat, which had developed the first real-time bio-feedback device for swimmers to monitor and improve their performance. It had been an extremely testing 10-year journey to... View Details
- July 2020 (Revised September 2020)
- Case
Property Finder's Strategy for Online Classifieds in the MENA Region
By: Krishna G. Palepu, Gamze Yucaoglu and Fares Khrais
The case opens in 2020 as Michael Lahyani, founder and CEO of Property Finder, Dubai’s leading online real estate classifieds portal, contemplates the company’s five-year growth strategy.
Since its founding in 2005 in the United Arab Emirates (UAE), Property... View Details
- July 2020
- Case
Amanda and Kristen: Mented Cosmetics
By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; Beauty and Cosmetics Industry; North and Central America; United States; New York (city, NY); New York (state, US)
- June 2020
- Case
Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center
By: William R. Kerr, Daniel O'Connor and James Palano
Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details
- June 2020 (Revised October 2020)
- Case
Muddy Waters vs. eHealth: The Debate of a 'Lifetime'
By: Jonas Heese and Cristo Liautaud
In May 2020, an analyst was assessing eHealth’s performance. eHealth was an online / tele-sales broker of health insurance products. The stock had recently hit all-time highs, closing at a peak of $146 on March 4, 2020. But now, May 4, 2020, eHealth traded at $103. The... View Details
- June 2020
- Case
Big Hit Entertainment and Blockbuster Band BTS: K-Pop Goes Global
By: Anita Elberse and Lizzy Woodham
Bang Si-Hyuk (‘Hitman Bang’) is the founder and co-chief executive officer of Big Hit Entertainment, the company behind BTS, a ‘K-pop’ band that has found unparalleled success around the globe—a remarkable feat given that most of their songs are in Korean. It is March... View Details
- June 2020
- Case
MOD Pizza: A Winning Recipe? (Abridged)
By: Boris Groysberg, John D. Vaughan and Matthew Preble
This is an abridged version of “MOD Pizza: A Winning Recipe?” HBS Case No. 416-004. Scott and Ally Svenson, the founders of MOD Pizza, had to make a number of decisions in planning how to scale their small company. They wanted to grow MOD from 45 stores as of May 2015... View Details
Keywords: Entrepreneurship; Employees; Employee Relationship Management; Selection and Staffing; Leadership; Growth and Development Strategy; Marketing; Service Delivery; Organizational Culture; Corporate Social Responsibility and Impact; Mission and Purpose; Food and Beverage Industry; Food and Beverage Industry; United States
- June 2020
- Teaching Note
Understanding the Brand Equity of Nestlé Crunch Bar
By: Jill Avery and Gerald Zaltman
Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the... View Details
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital 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
Keywords: Luxury Brand; Fashion; Sharing Economy; Two-sided Marketplace; Target Market; Customer Selection; Marketing; Brands and Branding; Luxury; Two-Sided Platforms; Business Model; Growth and Development Strategy; Customer Value and Value Chain; Fashion Industry; Consumer Products Industry; United States; North America
- 2021
- Working Paper
The Project on Impact Investments' Impact Investment Database
By: M. Diane Burton, Shawn Cole, Abhishek Dev, Christina Jarymowycz, Leslie Jeng, Josh Lerner, Fanele Mashwama, Yue (Cynthia) Xu and T. Robert Zochowski
Impact investing has grown significantly over the past 15 years. From a niche investing segment with only $25 billion AUM in 2013 (WEF 2013), it experienced double-digit growth and developed into a market with an estimated $502 billion AUM (Mudaliapar and Dithrich... View Details
- May 2020
- Teaching Note
Big Boom Beverages: Fight or Flight? (Brief Case)
By: Stephen A. Greyser and William Ellet
Teaching Note for HBS Brief Case No. 920-557. The case addresses analysis and decisions related to the entrepreneurial life of a distinctive energy beverage, including its niche market launch, early problems, reformulation, social media impact, market success, and... View Details
- May 2020 (Revised July 2020)
- Teaching Note
Brand Activism: Nike and Colin Kaepernick
By: Jill Avery and Koen Pauwels
Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
- April 2020 (Revised May 2020)
- Case
NTT DOCOMO's Race to 5G
By: Juan Alcácer, Horst Melcher and Akiko Kanno
The case, based on extensive interviews with NTT DOCOMO’s technology leaders, focuses on the opportunities and challenges that NTT DOCOMO faces with the launch of infrastructure and services for 5G wireless telecommunication technology. With higher data rates and... View Details
- 2021
- Working Paper
Hunting for Talent: Firm-Driven Labor Market Search in the United States
By: Ines Black, Sharique Hasan and Rembrand Koning
This article analyzes the phenomenon of firm-driven labor market search—or outbound recruiting—where recruiters are increasingly “hunting for talent” rather than passively relying on workers to search for and apply to job vacancies. Our research methodology leverages... View Details
- March 2020
- Teaching Note
onefinestay: Building a Luxury Experience in the Sharing Economy
By: Jill Avery and Anat Keinan
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Two-sided Marketplace; Two-sided Market; Hospitality Industry; Hotels; Luxury Brand; Sharing Economy; Startup; Scaling; Growth; Customer Segmentation; Brand Positioning; Marketing; Marketing Strategy; Brands and Branding; Luxury; Entrepreneurship; Business Startups; Business Model; Venture Capital; Customers; Segmentation; Growth and Development Strategy; Travel Industry; Tourism Industry; Accommodations Industry; United Kingdom; London; Europe
- March 2020
- Case
Forbidden City: Launching a Craft Beer in China
By: Christopher A. Bartlett and Carole Carlson
This case describes a difficult choice faced by Victor Wang, Managing Director of Singapore-based Eurasian Brewing Company (EBC), concerning the competing product launch plans of Le Jie, Vice President of EBC's China and East Asian operations, and Vivian Chin, EBC's... View Details