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  • August 2025
  • Article

Revenue Collapses and the Consumption of Small Business Owners in the COVID-19 Pandemic

By: Olivia S. Kim, Jonathan A. Parker and Antoinette Schoar
Using financial account data linking small businesses to their owner households, we examine how business owners’ consumption responded to changes in business revenues during the COVID-19 crisis. In the first two months following the National Emergency, business... View Details
Keywords: Revenue; Small Business; Health Pandemics; Spending; Consumer Behavior
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  • July 2025
  • Teaching Note

Greenwood Online: A Fin-Tech Service for Culture and Community

By: James Riley and Bernal Cortés
In 2020, Ryan Glover and Paul Judge launched Greenwood, a fintech startup designed to counter systemic racial discrimination in the American banking ecosystem by offering accessible financial services tailored to Black and Brown communities, but available to all.... View Details
Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decision Making; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States
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  • July 2025
  • Case

Greenwood Online: A Fin-Tech Service for Culture and Community (A)

By: James Riley and Bernal Cortés
In 2020, Ryan Glover and Paul Judge launched Greenwood, a fintech startup designed to counter systemic racial discrimination in the American banking ecosystem by offering accessible financial services tailored to Black and Brown communities, but available to all.... View Details
Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States
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  • July 2025
  • Case

Greenwood Online: A Fin-Tech Service for Culture and Community (B)

By: James Riley and Bernal Cortés
This B case follows Greenwood’s development after launch, including its decision to partner with a White-owned bank for backend support and its rapid growth despite that controversial choice. It traces the company’s scaling efforts, major fundraising rounds,... View Details
Keywords: Purpose; Identity; Cultural Branding; Impression Management; Organization Behavior; Strategic Alignment; Start-up; Mission and Purpose; Decisions; Marketing Strategy; Organizational Structure; Banking Industry; United States
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  • July 2025
  • Background Note

Ecosystem Disruption: A Multi-Stakeholder View of Disruptive Innovations

By: E. Ofek, Michael Haenlein, Eitan Muller and Roman Welden
The purpose of this note is to offer a more expansive view of how innovations disrupt markets than has been portrayed thus far in the extant literature by taking an ecosystem perspective. This broader outlook allows examining not only the product strategies of the... View Details
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  • July 18, 2025
  • Article

Using Gen AI for Early-Stage Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe
Generative AI, particularly large language models (LLMs), offers a promising new tool for early-stage market research by simulating customer responses to product concepts. This can allow companies to draw conclusions similar to those they’d obtain by surveying... View Details
Keywords: Large Language Models; Large Language Model; Generative Ai; Artificial Intelligence; Market Research; Research; Marketing; AI and Machine Learning; Analytics and Data Science; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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  • July 2025
  • Teaching Note

Designed for Purpose: “Never a Failure. Always a Lesson”

By: James Riley and Andrea Dorbu
In 2017, Rihanna launched Fenty Beauty under LVMH, disrupting the cosmetics industry with an inclusive 'Beauty for All' strategy that emphasized accessibility across skin tones. The brand’s success was followed by the launch of Savage X Fenty, a lingerie line upholding... View Details
Keywords: Cultural Entrepreneurship; Brands and Branding; Luxury; Consumer Behavior; Market Entry and Exit; United States
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  • July 2025
  • Case

Designed for Purpose: “Never a Failure. Always a Lesson”

By: James Riley and Andrea Dorbu
In 2017, Rihanna launched Fenty Beauty under LVMH, disrupting the cosmetics industry with an inclusive 'Beauty for All' strategy that emphasized accessibility across skin tones. The brand’s success was followed by the launch of Savage X Fenty, a lingerie line upholding... View Details
Keywords: Cultural Entrepreneurship; Brands and Branding; Luxury; Consumer Behavior; Market Entry and Exit; United States
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  • 2025
  • Working Paper

Rethinking Volume

By: Philippe van der Beck, Lorenzo Bretscher and Zhiyu Julie Fu
Gross trading volumes in financial markets are large and far exceed return volatility. In contrast, “net volume”—trading from persistent portfolio reallocations—is substantially lower, as it excludes transitory round-trip trades. This observation reveals a fundamental... View Details
Keywords: Financial Markets; Investment Return; Asset Pricing; Volatility
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  • July 2025
  • Exercise

Travelogo: Customer Segmentation Instructions

By: Eva Ascarza
Keywords: Algorithmic Decision Making; Marketing; Simulation; Marketing Strategy; Customer Focus and Relationships
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  • 2025
  • Working Paper

Designing Consent: Choice Architecture and Consumer Welfare in Data Sharing

By: Chiara Farronato, Audrey Fradkin and Tesary Lin
We study the welfare consequences of choice architecture for online privacy using a field experiment that randomizes cookie consent banners. We study three ways in which firms or policymakers can influence choices: (1) nudging users through banner design to encourage... View Details
Keywords: Consumer Behavior; Decision Choices and Conditions; Welfare; Policy
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  • July–August 2025
  • Article

Don’t Let an AI Failure Harm Your Brand

By: Julian De Freitas
How companies market their AI systems affects the repercussions they face when their products fail. Marketers must promote their AI products with potential failure in mind. To do that, they must first understand consumers’ unique attitudes toward AI. Marketers who... View Details
Keywords: AI and Machine Learning; Brands and Branding; Product Marketing; Consumer Behavior; Attitudes
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  • July 2025
  • Article

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

By: Mengjie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
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  • July 2025
  • Module Note

Supply and Demand for Strategists

By: Quan Le, Quan Le and Quan Le
This module note introduces students to the foundational microeconomic principles of supply and demand. It uses the example of an aluminum plant (specifically, production quantity and shutdown decisions) to discuss short-run vs. long-run decisions, marginal costs, sunk... View Details
Keywords: Business Exit or Shutdown; Business or Company Management; Business Strategy; Competition; Competitive Advantage; Cost of Capital; Cost vs Benefits; Decision Making; Decisions; Demand and Consumers; Economics; Economic Systems; For-Profit Firms; Market Entry and Exit; Market Participation; Markets; Metals and Minerals; Microeconomics; Price; Revenue; Strategy; Supply and Industry; Manufacturing Industry
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  • June 2025
  • Case

Assessing the Offers for Seven & i Holdings

By: Benjamin C. Esty, Nobuo Sato and Akiko Kanno
In the fall of 2024, the board of Seven and i Holdings Company (7&i, the parent company of 7-Eleven convenience stores in the US, Japan, and other countries) received multiple offers to buy the company. Two successive (and unsolicited) offers came from Alimentation... View Details
Keywords: Corporate Governance; Valuation; Value Creation; Bids and Bidding; Financial Strategy; Negotiation; Mergers and Acquisitions; Corporate Finance; Business Conglomerates; Food and Beverage Industry; Food and Beverage Industry; Japan; Canada
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  • June 2025
  • Case

Parque del Sendero: Repositioning in the Death Care Industry in Chile

By: Jill Avery, Andres Cuneo and Marco Bertini
Facing changing consumer behavior and shifting industry conditions, Parque del Sendero, one of largest networks of cemeteries in Chile, considers repositioning its products to appeal to a broader swath of Chilean customers to fuel growth and a more profitable business... View Details
Keywords: Consumer Behavior; Positioning; Branding; Marketing; Brands and Branding; Marketing Strategy; Service Industry; Real Estate Industry; Chile
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  • 2025
  • Working Paper

Productivity Beliefs and Efficiency in Science

By: Fabio Bertolotti, Kyle R. Myers and Wei Yang Tham
We develop a method to estimate producers’ productivity beliefs in settings where output quantities and input prices are unobservable, and we use it to evaluate allocative efficiency in the market for science. Our model of researchers’ labor supply shows that their... View Details
Keywords: Performance Productivity; Perception; Research
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  • June 2025
  • Case

Redefining the Edge: Jahez’s Strategic Pivot in Saudi Arabia’s Food Delivery Battle

By: Krishna G. Palepu and Ahmed Dahawy
Jahez made its mark in Saudi Arabia’s food delivery market by serving customers willing to pay more for reliable, high-quality service—a segment largely overlooked by other platforms. As the company grew, it expanded into the mass market and developed a network of... View Details
Keywords: Acquisition; Business Conglomerates; Corporate Entrepreneurship; Innovation Strategy; Digital Platforms; Logistics; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Expansion; Food and Beverage Industry; Saudi Arabia
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  • June 2025
  • Supplement

Travelogo: Customer Segmentation

By: Eva Ascarza and Noah Ahmadi
This interactive tool is designed to enhance engagement with the Travelogo: Understanding Customer Journeys case by allowing the student to explore the company's data. Through this tool, the student can examine the variables used for segmentation, analyze the resulting... View Details
Keywords: Algorithmic Decision Making; Marketing; Simulation; Marketing Strategy; Customer Focus and Relationships
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  • June 2025
  • Case

Zerodha

By: Das Narayandas and Kairavi Dey
Zerodha Broking Pvt. Ltd. (Zerodha) was among India's largest online broking platforms. Nithin and Nikhil Kamath started Zerodha to empower retail investors and remove the hurdles to investing in stocks. The company pioneered tech-first discount broking, charging... View Details
Keywords: Financial Services Industry
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