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- July–August 2025
- Article
Don’t Let an AI Failure Harm Your Brand
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
- May–June 2025
- Article
Algorithmic Assortment Curation: An Empirical Study of Buybox in Online Marketplaces
By: Santiago Gallino, Nil Karacaoglu and Antonio Moreno
Most online sales worldwide take place in marketplaces that connect sellers and buyers. The presence of numerous third-party sellers leads to a proliferation of listings for each product, making it difficult for customers to choose between the available options. Online... View Details
- May–June 2025
- Article
Balancing Digital Safety and Innovation
By: Tomomichi Amano and Tomomi Tanaka
Designers of consumer-facing digital products have tended to focus on novelty and speed (“move fast and break things”). They’ve spent more effort on innovating than on anticipating how customers—and bad actors—might engage with products. But as digital products become... View Details
- June 2025
- Article
Ideation with Generative AI—In Consumer Research and Beyond
By: Julian De Freitas, G. Nave and Stefano Puntoni
The use of large language models (LLMs) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing... View Details
- May 2025
- Supplement
On (B): The Cyclon Spins On
By: Ramon Casadesus-Masanell, Karolin Frankenberger, Sascha Mader and Karen Elterman
A follow-up to the On case (723-430), this short case explores how the performance athletic shoe company On expanded its Cyclon subscription and recycling program through 2024, adding two new shoe models to the subscription and a one-time-purchase recyclable T-shirt. View Details
Keywords: Business Model; Business Strategy; Competitive Advantage; Competitive Strategy; Disruptive Innovation; Distribution Channels; Environmental Sustainability; Marketing Strategy; Product Design; Product Development; Technological Innovation; Expansion; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; China; Europe; Germany; Japan; Switzerland; United States
- April 2025
- Case
Breezm: Innovative 3D-Printed Eyewear (A)
By: Juan Alcácer, Brian Mao Fu and Adina Wong
In 2023, Breezm, a South Korean startup, faced a strategic decision about how to grow its innovative 3D-printed, custom-fit eyewear business. Co-founded in 2017 by Zenma Park and Wooseok Sung, Breezm combined facial scanning, AI, and in-house production to solve the... View Details
- March–April 2025
- Article
Getting Value from Digital Technologies
By: Frank Cespedes and Georg Krentzel
Companies need digital technologies in an omni-channel buying world where online and in-person interactions are complements, not either/or substitutes. Multi-channel hybrid sales solutions are required, but what are the key requirements for using the available... View Details
- 2025
- Working Paper
The Cybernetic Teammate: A Field Experiment on Generative AI Reshaping Teamwork and Expertise
By: Fabrizio Dell'Acqua, Charles Ayoubi, Hila Lifshitz, Raffaella Sadun, Ethan Mollick, Lilach Mollick, Yi Han, Jeff Goldman, Hari Nair, Stew Taub and Karim R. Lakhani
We examine how artificial intelligence transforms the core pillars of collaboration—
performance, expertise sharing, and social engagement—through a pre-registered field
experiment with 776 professionals at Procter & Gamble, a global consumer packaged goods
company.... View Details
- March 2025 (Revised April 2025)
- Case
Perplexity: Redefining Search
By: Suraj Srinivasan, Michelle Hu, Sriraghav Srinivasan and Radhika Kak
By early 2025, Perplexity had rapidly evolved from a modest startup into a popular "answer engine" valued at $9 billion. The company had boldly positioned itself as the disruptor to Google aiming to redefine search for the AI age. Through novel AI... View Details
- March 2025
- Case
Stagwell: AI and the Future of Marketing
By: Suraj Srinivasan and Radhika Kak
In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
- February 2025
- Case
Managing Complexity at mymuesli
By: Thomas Graeber and Stacy Straaberg
In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details
- February 2025
- Article
Disclosure, Humanizing, and Contextual Vulnerability of Generative AI Chatbots
By: Julian De Freitas and I. Glenn Cohen
In the wake of recent advancements in generative AI, regulatory bodies are trying to keep pace. One key decision is whether to require app makers to disclose the use of generative AI-powered chatbots in their products. We suggest that some generative AI-based chatbots... View Details
- January 2025 (Revised March 2025)
- Case
DJI- Striving for Innovation Amid Contestation
By: William C. Kirby and Daniel Fu
DJI was founded in a college dorm room in Clear Water Bay, Hong Kong. By 2020, DJI, a company manufacturing drones, occupied a 77% share of consumer drone sales in the United States with a wide array of clients including law enforcement and government agencies. Its... View Details
- January 2025
- Case
Intuition Robotics: An AI Companion for Older Adults
By: Amit Goldenberg, Elie Ofek and Orna Dan
Intuition Robotics, a startup that makes an AI companion robot to alleviate older adults’ loneliness, debates whether to pursue a B2C model or B2G route. If it opts for the government vertical, it must determine how to negotiate a favorable deal. Two weeks after... View Details
- January 2025
- Case
The Vision of Wonder
By: Michael S. Kaufman and Daniella Bertolotti
Serial entrepreneur Marc Lore successfully disrupted three marketplaces—trading cards, diapers (founded Diapers.com and eventually sold to Amazon for more than $500 million) and ecommerce (founded Jet.com competing directly with Amazon and eventually sold to Walmart... View Details
- Working Paper
AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance
By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang
Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details
- January 2025
- Technical Note
Get Cool: Air Conditioning Industry Background
By: Rosabeth Moss Kanter and Jacob A. Small
The “air conditioning paradox” is tied to climate change: the more the planet warms, the greater the need for cooling (due to the dangers of extreme heat as well as comfort within buildings), but the use of electricity-powered AC contributes to further warming. There... View Details
- January 2025
- Teaching Note
Vytal: Packaging-as-a-Service
By: George Serafeim, Michael W. Toffel and Stacy Straaberg
Teaching Note for HBS Case No. 124-007. The Germany-based startup Vytal operated the largest digital-native reusable packaging-as-a-service network globally, having raised nearly €15 million, established a large network of restaurant partners, and prevented the use of... View Details
Keywords: Environmental Sustainability; Innovation and Invention; Business Growth and Maturation; Growth and Development Strategy; Business Startups; Resource Allocation; Risk Management; Adoption; Strategy; Performance Productivity; Service Delivery; Service Operations; Supply Chain; Distribution; Entrepreneurship; Climate Change; Business Model; Governing Rules, Regulations, and Reforms; Profit; Financing and Loans; Expansion; Green Technology Industry; Green Technology Industry; Green Technology Industry; Germany; Europe
- January 2025
- Case
GE Appliances 2025: Energizing Change
By: Rosabeth Moss Kanter and Jacob A. Small
At the turn of 2025, Kevin Nolan, CEO of GE Appliances following its acquisition by Chinese appliance giant Haier in 2016, is reviewing progress toward his net zero carbon vision for homes, which would otherwise exacerbate the global warming climate crisis. An... View Details
- January 2025
- Case
Shifting Winds: DEI in Corporate America
By: Clayton S. Rose, Maisie Wiltshire-Gordon and David Lane
In the 2020s, intense and conflicting social and political pressures challenged organizational leaders around the world. Prominent among these were powerful competing views on workplace diversity, equity, and inclusion programs (DEI) in the United States. Public... View Details
Keywords: Disruption; Leadership; Crisis Management; Risk Management; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Civil Society or Community; Social Issues; Talent and Talent Management; Customer Satisfaction; Diversity; Ethics; Corporate Accountability; Employees; Retention; Recruitment; Adaptation; Programs; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; Massachusetts; Maryland; Tennessee; District of Columbia