Data-driven Management - Publications - Faculty & Research - Harvard Business School

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August 2017
Case

Data-driven Manufacturing: The Kutesmart System

By: Willy Shih and Nancy Hua Dai

The data-driven manufacturing system at this Chinese bespoke mens' suit manufacturer illustrates the use of information technology to support mass customization in a largely manual production environment. It contrasts sharply with some of the Industrie 4.0... View Details

Keywords: Manufacturing; Garment Manufacturing; Mass Customization; Data-driven Management; Data-driven Manufacturing; Operations; Production; Product; Customization and Personalization; Apparel and Accessories Industry; Manufacturing Industry; China

August 2022
Supplement

Zalora: Data-Driven Pricing Recommendations

By: Ayelet Israeli

This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the... View Details

Keywords: Pricing; Pricing Algorithms; Dynamic Pricing; Ecommerce; Pricing Strategy; Pricing And Revenue Management; Apparel; Singapore; Startup; Demand Estimation; Data Analysis; Data Analytics; Exercise; Price; Internet and the Web; Apparel and Accessories Industry; Retail Industry; Fashion Industry; Singapore

January 2012 (Revised March 2013)
Case

Ctrip: Scientifically Managing Travel Services

By: David A. Garvin and Nancy Hua Dai

Ctrip is a $437 million Chinese on-line travel services company with a scientific, data driven approach to management. The case explores Ctrip's founding and early growth, its expansion into multiple market segments including hotel reservations, air ticketing, leisure... View Details

Keywords: Scientific Management; Data-driven Management; Management; Expansion; Business Growth and Maturation; Market Entry and Exit; Mathematical Methods; Business Processes; Information Management; Travel Industry; China

June 2023 (Revised September 2023)
Simulation

Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM)

By: Sunil Gupta, Rajiv Lal and Celine Chammas

Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details

Keywords: Customer Acquisition; Customer Journey; Marketing Strategy; Marketing; Customer Focus and Relationships; Budgets and Budgeting

February 2014
Case

BGI: Data-driven Research

By: Willy Shih and Sen Chai

BGI has the largest installed gene-sequencing capacity in the world, and to Zhang Gengyun, general manager of the Life Sciences Division, this represented an opportunity to apply his training as a plant breeder and his early career work as a biochemist to improving... View Details

January 2020
Case

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli, Carla Larangeira and Mariana Cal

In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details

Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America

April 2022
Teaching Note

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli and Carla Larangeira

In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details

Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America

August 2023 (Revised March 2024)
Case

Arla Foods: Data-Driven Decarbonization (A)

By: Michael Parzen, Michael W. Toffel, Susan Pinckney and Amram Migdal

The case describes Arla’s history, in particular its climate change mitigation efforts, and how it implemented a price incentive system to motivate individual farms to implement scope 1 greenhouse gas emissions mitigation measures and receive a higher milk price. The... View Details

August 2023 (Revised January 2024)
Supplement

Arla Foods: Data-Driven Decarbonization (A)

By: Michael Parzen, Michael W. Toffel, Amram Migdal and Susan Pinckney

Arla implemented a data-based price incentive system to measure, track, and influence climate friendly changes to reduce CO2 emissions across the world’s fourth largest dairy cooperative. View Details

Keywords: Dairy Industry; Business Earnings; Earnings Management; Environmental Accounting; Agribusiness; Animal-Based Agribusiness; Acquisition; Mergers and Acquisitions; Decision Making; Decisions; Voting; Environmental Management; Climate Change; Environmental Regulation; Environmental Sustainability; Green Technology; Pollution; Moral Sensibility; Values and Beliefs; Financial Strategy; Price; Profit; Revenue; Food; Geopolitical Units; Global Strategy; Ownership Type; Cooperative Ownership; Performance Efficiency; Performance Evaluation; Problems and Challenges; Natural Environment; Science-Based Business; Business Strategy; Commercialization; Cooperation; Corporate Strategy; Food and Beverage Industry; Agriculture and Agribusiness Industry; Europe; United Kingdom; European Union; Germany; Denmark; Sweden; Luxembourg; Belgium

August 2023 (Revised January 2024)
Supplement

Arla Foods: Data-Driven Decarbonization (B)

By: Michael Parzen, Michael W. Toffel, Susan Pinckney and Amram Migdal

The case describes Arla’s history, in particular its climate change mitigation efforts, and how it implemented a price incentive system to motivate individual farms to implement scope 1 greenhouse gas emissions mitigation measures and receive a higher milk price. The... View Details

April 2023
Case

Fizzy Fusion: When Data-Driven Decision Making Failed

By: Michael Parzen, Eddie Lin, Douglas Ng and Jessie Li

This is a case about a fictional New York beverage company called Fizzy Fusion. The business is facing supply chain and inventory management challenges with its new product, SparklingSip. Despite seeking help from a data science consulting firm, the machine learning... View Details

Keywords: Supply Chain Management; Production; Risk and Uncertainty; Analytics and Data Science; Food and Beverage Industry

June 2021
Article

From Predictions to Prescriptions: A Data-driven Response to COVID-19

By: Dimitris Bertsimas, Léonard Boussioux, Ryan Cory-Wright, Arthur Delarue, Vassilis Digalakis Jr, Alexander Jacquillat, Driss Lahlou Kitane, Galit Lukin, Michael Lingzhi Li, Luca Mingardi, Omid Nohadani, Agni Orfanoudaki, Theodore Papalexopoulos, Ivan Paskov, Jean Pauphilet, Omar Skali Lami, Bartolomeo Stellato, Hamza Tazi Bouardi, Kimberly Villalobos Carballo, Holly Wiberg and Cynthia Zeng

The COVID-19 pandemic has created unprecedented challenges worldwide. Strained healthcare providers make difficult decisions on patient triage, treatment and care management on a daily basis. Policy makers have imposed social distancing measures to slow the disease, at... View Details

Keywords: COVID-19; Health Pandemics; AI and Machine Learning; Forecasting and Prediction; Analytics and Data Science

February 2024
Teaching Note

Data-Driven Denim: Financial Forecasting at Levi Strauss

Teaching Note for HBS Case No. 224-029. Levi Strauss & Co. (“Levi Strauss”) partnered with the IT services company Wipro to incorporate more sophisticated methods, such as machine learning, into their financial forecasting process starting in 2018. The decision to... View Details

Keywords: Forecasting; Regression; Machine Learning; Artificial Intelligence; Apparel; Corporate Finance; Forecasting and Prediction; AI and Machine Learning; Apparel and Accessories Industry; United States

24 Feb 2022
News

Why Becoming a Data-Driven Organization Is So Hard

2020
Book

The Power of Experiments: Decision-Making in a Data-Driven World

By: Michael Luca and Max H. Bazerman

Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an... View Details

Keywords: Experiments; Randomized Controlled Trials; Organizations; Decision Making; Analytics and Data Science; Management Analysis, Tools, and Techniques

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2019
Article

Does Big Data Enhance Firm Innovation Competency? The Mediating Role of Data-driven Insights

By: Maryam Ghasemaghaei and Goran Calic

Grounded in gestalt insight learning theory and organizational learning theory, we collected data from 280 middle and top-level managers to investigate the impact of each big data characteristic (i.e., data volume, data velocity, data variety, and data veracity) on... View Details

Keywords: Analytics and Data Science; Innovation and Invention; Learning

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January 2022
Article

Artificial Intelligence, Data-Driven Learning, and the Decentralized Structure of Platform Ecosystems

By: David R. Clough and Andy Wu

Gregory, Henfridsson, Kaganer, and Kyriakou (2020) highlight the important role of data and AI as strategic resources that platforms may use to enhance user value. However, their article overlooks a significant conceptual distinction: the installed base of... View Details

Keywords: Artificial Intelligence; Data Strategy; Ecosystem; Value Capture; Digital Platforms; Analytics and Data Science; Strategy; Learning; Value Creation; AI and Machine Learning; Technology Industry; Information Technology Industry; Video Game Industry; Advertising Industry

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05 Feb 2021
News

Why Is It So Hard to Become a Data-Driven Company?

March 2022 (Revised March 2022)
Module Note

Managing Customers in the Digital Era

By: Eva Ascarza

The last two decades have witnessed incredible technological advances that have transformed the ways customers connect with each other and enabled firms to track customers in multiple ways through various channels to personalize (and automize) their offerings at... View Details

Keywords: Customer Relationship Management; Customer Focus and Relationships; Technological Innovation

2018
Working Paper

Forecasting Airport Transfer Passenger Flow Using Real-Time Data and Machine Learning

By: Xiaojia Guo, Yael Grushka-Cockayne and Bert De Reyck

Problem definition: In collaboration with Heathrow Airport, we develop a predictive system that generates quantile forecasts of transfer passengers’ connection times. Sampling from the distribution of individual passengers’ connection times, the system also produces... View Details

Keywords: Quantile Forecasts; Regression Tree; Copula; Passenger Flow Management; Data-driven Operations; Forecasting and Prediction; Data and Data Sets

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