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  • April 2019 (Revised April 2021)
  • Case

Wayfair

By: Jeffrey F. Rayport, Susie L. Ma and Matthew G. Preble
In 2016 Niraj Shah and Steve Conine, founders of online home goods retailer Wayfair, are faced with a decision about how to improve user experience on their e-commerce sites. A key driver of consumer interest and conversion to purchase in the home category is visual... View Details
Keywords: Visual Assets; Corporate Entrepreneurship; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Operations; Strategy; Technology; Retail Industry; Service Industry; United States; Massachusetts
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  • August 2015
  • Case

Building an e-Commerce Brand at Wayfair

By: Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Advertising Industry; Communications Industry; Consumer Products Industry; Retail Industry; United States
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  • 28 Nov 2016
  • Blog Post

Why We Recruit: Wayfair

almost all of our non-engineering teams at HBS, including Category Management, Marketing, Product Management, Operations, and more. What recruiting tactics have you found most successful in engaging with students and/or alumni at HBS?Leveraging HBS alumni at View Details
Keywords: Consumer Products / Retail
  • 05 Mar 2015
  • News

Wayfair CEO: Marketing investment working

  • 27 Jun 2019
  • News

Why Wayfair Isn't Immune From Political Waves

  • 09 Dec 2016
  • News

How Wayfair Built a Furniture Brand from Scratch

  • 08 Dec 2016
  • Cold Call Podcast

How Wayfair Built a Furniture Brand from Scratch

Keywords: Retail
  • 05 Mar 2019
  • Blog Post

HBS Interns: Making an Impact

Internships by design are just ten to twelve weeks, but the impact that HBS students can make in that time can influence an organizations' success long-term. Learn about the projects that students worked on at Hubspot, Indigo Ag and View Details
Keywords: Technology; Manufacturing; Consumer Products / Retail
  • 15 Jan 2019
  • Blog Post

Interning in the Retail Sector

project, to a data scientist where he was able to learn to code in R and utilize SQL and Tableau to strengthen his strategic analysis and data skillset. Learn how Wayfair worked with Jasmyn to ensure his work would have a significant... View Details
Keywords: Consumer Products / Retail
  • January–February 2020
  • Article

Competing in the Age of AI

By: Marco Iansiti and Karim R. Lakhani
Today’s markets are being reshaped by a new kind of firm—one in which artificial intelligence (AI) runs the show. This cohort includes giants like Google, Facebook, and Alibaba, and growing businesses such as Wayfair and Ocado. Every time we use their services, the... View Details
Keywords: Artificial Intelligence; Algorithms; Technological Innovation; Business Model; Competition; Competitive Strategy; AI and Machine Learning
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    John C. Mulliken

    Strategy consultant, former CTO & CPO, public & private company board member, retail & climatetech entrepreneur, early stage investor.  Father of two, husband, sailor, hiker, and aspirational road biker.

    John is a senior lecturer in the... View Details
    • 23 Jan 2024
    • Research & Ideas

    How to Keep Employees Productive: Support Caregivers

    In December 2023, Wayfair CEO Niraj Shah made headlines with a blunt company-wide email: “Working long hours, being responsive, blending work and life, is not anything to shy away from There is not a lot of history of laziness being... View Details
    Keywords: by Kara Baskin
    • 24 Oct 2023
    • Research & Ideas

    When Tech Platforms Identify Black-Owned Businesses, White Customers Buy

    Democratic-leaning areas. And new customers of Black-owned businesses were more likely to be white, based on an analysis of reviewers’ profile photos, relative to prior customers. Luca and his coauthors also worked with Wayfair to analyze... View Details
    Keywords: by Jay Fitzgerald; Food & Beverage
    • 27 Nov 2019
    • Sharpening Your Skills

    Secrets for Creating a Long-Lasting Brand

    maker Ferrari opens up about how it has bucked industry trends to achieve a world class brand. How Wayfair Built a Furniture Brand from ScratchWhat was once a collection of 240 home furnishing sites is now a single, successful brand,... View Details
    Keywords: by Sean Silverthorne; Retail
    • 28 Jun 2021
    • Research & Ideas

    Keep or Cut Workers? How Companies Reacted to the COVID-19 Crisis

    increase during the pandemic. During the pandemic, Amazon hired as many new workers as all other Standard and Poor’s 500 companies combined. Online retailer Wayfair also prospered. Where the axe fell On the other hand, shopping malls and... View Details
    Keywords: by Lane Lambert
    • 10 May 2020
    • Blog Post

    Let’s Hear it For the Moms – The Incredible Balancing Act of Student Mothers

    and the incredible team of students, faculty, and staff with whom we get to work every day. I feel incredibly lucky to have been a part of such a passionate, creative, and all-around fun team. Post-HBS Job: Wayfair Marketing team How do... View Details

      Sarah Hodges

      Sarah is a Partner at Pillar VC, a seed-stage venture firm co-founded by Boston's most accomplished CEOs, including the leaders of DraftKings, Ginkgo Bioworks, Circle, Wayfair and Tripadvisor. Sarah was previously a member of the... View Details
      Keywords: Venture Capital

        Sarah Hodges

        Sarah Hodges is a Managing Partner at Pillar VC, a seed-stage venture firm in Boston co-founded by 41 CEOs, including the leaders of DraftKings, Ginkgo Bioworks, Wayfair and Tripadvisor. Pillar is focused on investing in deep tech and... View Details
        Keywords: Finance
        • Web

        Career Outcomes | Research Associates

        Business MPP, Harvard Kennedy School Companies McKinsey Boston Consulting Group World Bank Aetna Google Revelio Labs Analysis Group Ticketmaster Deloitte Creative Arts Agency The Asia Group Wayfair Tulip Interfaces Positions Project... View Details
        • 01 Jun 2018
        • News

        Ask the Expert: Star Search

        retailer Wayfair. “They want to know, ‘Do I feel like I can add value and make a difference?’” Gulliver manages a 300-person team at Wayfair dedicated to helping the growing e-commerce company recruit and retain talent. Her role is... View Details
        Keywords: Dan Morrell