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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
- 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
- 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
- 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
- July 2025
- Module Note
Supply and Demand for Strategists
By: 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
- 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 Offer; Mergers and Acquisitions; Corporate Finance; Business Conglomerates; Leveraged Buyouts; Governing Rules, Regulations, and Reforms; Retail Industry; Food and Beverage Industry; Japan; Canada
- 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
- June 2025
- Supplement
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- June 2025
- Exercise
Full-Funnel Advertising on TikTok: An Experiment (Solution)
By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
- June 2025
- Case
TagHive: Edtech Pricing and Distributor Decisions
By: Isamar Troncoso, Frank V. Cespedes and Stacy Straaberg
Education technology (edtech) company TagHive, founded in 2017, used a direct sales team and third-party distributors to sell its Class Saathi hardware and software solution to 300 clients, mainly primary and secondary schools in India. The product aimed to improve... View Details
Keywords: Business Model; Marketing Channels; Marketing Strategy; Product Marketing; Social Marketing; Information Infrastructure; Information Technology; Internet and the Web; Mobile and Wireless Technology; Technology Adoption; Education; Teaching; Price; Customer Relationship Management; Customer Satisfaction; Growth and Development; Technological Innovation; Education Industry; Technology Industry; India; South Korea
- 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
- Summer 2025
- Article
Dynamic Competition for Customer Memberships
By: Cristian Chica, Julian Jimenez-Cardenas and Jorge Tamayo
A competitive two-period membership (subscription) market is analyzed. Two symmetric firms charge a “membership” fee that allows consumers to buy products or services at a given unit price for both periods. Firms can choose between long- or short-term memberships. When... View Details
- June 2025
- Article
Who Benefits from Online Gig Economy Platforms?
By: Christopher T. Stanton and Catherine Thomas
Online labor platforms for short-term, remote work have many more job seekers than available jobs. Despite their relative abundance, workers capture a substantial share of the surplus from transactions. We draw this conclusion from demand estimates that imply workers'... View Details
- 2025
- Working Paper
An Empirical Examination of Business Climate Alliances: Effective and/or Harmful?
By: Matteo Gasparini and Peter Tufano
This research studies business alliances that seek to address climate change, offering empirical evidence to address claims advanced by alliance supporters and critics. We study eleven major alliances mostly focused on financial services firms and 424 major... View Details
Keywords: Antitrust; Climate Change; Financial Institutions; Competition; Network Effects; Alliances
- May 2025
- Case
Initial Financial Statements at Blank Corporation: Bridging Content and Commerce
By: Jung Koo Kang, Panje Jayden Kim and David Allen
This accounting case is intended to teach students how to compile an income statement, a balance sheet, and a cash flow statement. It focuses on Blank Corporation, an innovative South Korean company that bridged content and commerce by selling products directly through... 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
- 2025
- Working Paper
The Limits of Insurance Demand and the Growing Protection Gap
By: Parinitha Sastry, Tess Scharlemann, Ishita Sen and Ana-Maria Tenekedjieva
In a world with rising risk, how much are U.S. households willing to pay for homeowners insurance, and what does their demand imply for the future of insurance markets? We provide the first estimates of household willingness to pay for homeowners insurance and the... View Details
- 2025
- Working Paper
Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs
By: Mengjie Cheng, Elie Ofek and Hema Yoganarasimhan
We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New York... View Details