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      • Faculty Publications  (62)

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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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      Kim, Olivia S., Jonathan A. Parker, and Antoinette Schoar. "Revenue Collapses and the Consumption of Small Business Owners in the COVID-19 Pandemic." Art. 104079. Journal of Financial Economics 170 (August 2025).
      • May 2025
      • Teaching Note

      Bridj and the Business of Urban Mobility (B): A New Model in Kansas City

      By: Rosabeth Moss Kanter and Jonathan Cohen
      This Teaching Note helps instructors teach students the HBS Case, Bridj and the Business of Urban Mobility (B): A New Model in Kansas City. In late 2016, Bridj was expanding its digital platform to help address urban mobility problems faced by cities across the country... View Details
      Keywords: App Development; Innovation; Stakeholder Engagement; Collaboration; Ride-sharing; Entrenchment; Digital; Transportation; Urban Development; Disruption; Business Startups; Digital Platforms; Growth and Development Strategy; Business and Stakeholder Relations; Partners and Partnerships; Expansion
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      Kanter, Rosabeth Moss, and Jonathan Cohen. "Bridj and the Business of Urban Mobility (B): A New Model in Kansas City." Harvard Business School Teaching Note 325-125, May 2025.
      • 2025
      • Working Paper

      Management and Firm Dynamism

      By: Nicholas Bloom, Jonathan S. Hartley, Raffaella Sadun, Rachel Schuh and John Van Reenen
      We show better-managed firms are more dynamic in plant acquisitions, disposals, openings and closings in U.S. Census and international data. Better-managed firms also birth better-managed plants, and improve the performance of the plants they acquire. To explain these... View Details
      Keywords: Management Practices; Productivity; Management Practices and Processes; Mergers and Acquisitions; Competition; Business or Company Management; Performance Productivity
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      Bloom, Nicholas, Jonathan S. Hartley, Raffaella Sadun, Rachel Schuh, and John Van Reenen. "Management and Firm Dynamism." Harvard Business School Working Paper, No. 25-052, April 2025.
      • April 2025
      • Article

      Dynamic Silos: Increased Modularity and Decreased Stability in Intra-organizational Communication Networks During the COVID-19 Pandemic

      By: Tiona Zuzul, Emily Cox Pahnke, Jonathan Larson, Christopher White, Patrick Bourke, Nicholas Caurvina, Neha Parikh Shah, Fereshteh Amini, Youngser Park, Joshua Vogelstein, Jeffrey Weston and Carey E. Priebe
      Workplace communications around the world were drastically altered by COVID-19, related work-from-home orders, and the rise of remote work. To understand these shifts, we analyzed aggregated, anonymized metadata from over 360 billion emails within 4,361 organizations... View Details
      Keywords: Remote Work; COVID-19; Communication Technology; Organizational Change and Adaptation
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      Zuzul, Tiona, Emily Cox Pahnke, Jonathan Larson, Christopher White, Patrick Bourke, Nicholas Caurvina, Neha Parikh Shah, Fereshteh Amini, Youngser Park, Joshua Vogelstein, Jeffrey Weston, and Carey E. Priebe. "Dynamic Silos: Increased Modularity and Decreased Stability in Intra-organizational Communication Networks During the COVID-19 Pandemic." Management Science 71, no. 4 (April 2025): 3428–3448.
      • February 2023
      • Case

      Germany, Europe, and Green Industrial Revolution

      By: Gunnar Trumbull and Jonathan Schlefer
      In 2023, Germany was racing to master yet another industrial revolution: this time in green technology. Could it transform its manufacturing and industry in time to sustain internationally competitiveness, especially with the United States and China; reach carbon... View Details
      Keywords: Economy; Economic Growth; Success; Leadership; Problems and Challenges; Germany
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      Trumbull, Gunnar, and Jonathan Schlefer. "Germany, Europe, and Green Industrial Revolution." Harvard Business School Case 723-043, February 2023.
      • 2023
      • Article

      A Randomized Trial of Behavioral Nudges Delivered through Text Messages to Increase Influenza Vaccination among Patients with an Upcoming Primary Care Visit

      By: Mitesh S. Patel, Katherine L. Milkman, Linnea Gandhi, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, Michelle N. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Seung Hyeong Lee, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
      Purpose: To evaluate if nudges delivered by text message prior to an upcoming primary care visit can increase influenza vaccination rates.
      Design: Randomized, controlled trial.
      Setting: Two health systems in the Northeastern US between September 2020 and... View Details
      Keywords: Vaccination; Health Care and Treatment; Interpersonal Communication; Communication Technology; Behavior; Health Industry
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      Patel, Mitesh S., Katherine L. Milkman, Linnea Gandhi, Heather N. Graci, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, Michelle N. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Seung Hyeong Lee, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin G. Volpp, and Angela L. Duckworth. "A Randomized Trial of Behavioral Nudges Delivered through Text Messages to Increase Influenza Vaccination among Patients with an Upcoming Primary Care Visit." American Journal of Health Promotion 37, no. 3 (2023): 324–332.
      • October 2022
      • Article

      It’s Not Just the Prices: Time-Driven Activity-Based Costing for Initiation of Veno-Venous Extracorporeal Membrane Oxygenation at Three International Sites—A Case Review

      By: Michael Nurok, Vin Pellegrino, Marc Pineton de Chambrun, Jonathan Warsh, Meredith Young, Erik Dong, Neil Parrish, Syed Shehab, Alain Combes and Robert S. Kaplan
      The United States spends more for intensive care units (ICUs) than do other high-income countries. We used time-driven activity-based costing (TDABC) to analyze ICU costs for initiation of extracorporeal membrane oxygenation (ECMO) for respiratory failure to estimate... View Details
      Keywords: Healthcare; Cost; Time-Driven ABC; Health Care and Treatment; Cost Management; Activity Based Costing and Management; Health Industry
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      Nurok, Michael, Vin Pellegrino, Marc Pineton de Chambrun, Jonathan Warsh, Meredith Young, Erik Dong, Neil Parrish, Syed Shehab, Alain Combes, and Robert S. Kaplan. "It’s Not Just the Prices: Time-Driven Activity-Based Costing for Initiation of Veno-Venous Extracorporeal Membrane Oxygenation at Three International Sites—A Case Review." Anesthesia & Analgesia 135, no. 4 (October 2022): 711–718.
      • March 2022
      • Supplement

      Ukraine: On the Border of Europe and Eurasia (B)

      By: Rawi Abdelal, Jonathan Schlefer and Cressida Arkwright
      Supplements the (A) case. Russia’s invasion of Ukraine in February 2022 raised questions about democratization and a possible reshaping of the global order. It arose from deep roots in the history of both nations but also turned on contingent decisions by their... View Details
      Keywords: Global Order; Social Issues; Government Administration; History; War; Ukraine; Russia
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      Abdelal, Rawi, Jonathan Schlefer, and Cressida Arkwright. "Ukraine: On the Border of Europe and Eurasia (B)." Harvard Business School Supplement 722-066, March 2022.
      • 2022
      • Working Paper

      Markups to Financial Intermediation in Foreign Exchange Markets

      By: Jonathan Wallen
      On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an... View Details
      Keywords: Foreign Exchange; Financial Intermediation; Arbitrage; Market Power; Regulations; Currency; Assets; Interest Rates; Banking Industry
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      Wallen, Jonathan. "Markups to Financial Intermediation in Foreign Exchange Markets." Working Paper, March 2022.
      • Article

      Policies to Influence Perceptions about COVID-19 Risk: The Case of Maps

      By: Claudia Engel, Jonathan Rodden and Marco Tabellini
      Choropleth disease maps have become an important tool for informing the public about the risks posed by COVID-19. In a survey conducted in the U.S. state of Georgia in June 2020, we randomly assigned respondents to view either of two maps. The first one reported... View Details
      Keywords: Disease Surveillance; Health Pandemics; Risk and Uncertainty; Perception; Policy
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      Engel, Claudia, Jonathan Rodden, and Marco Tabellini. "Policies to Influence Perceptions about COVID-19 Risk: The Case of Maps." Science Advances 8, no. 11 (March 18, 2022).
      • Article

      A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies

      By: Katherine L. Milkman, Linnea Gandhi, Mitesh S. Patel, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Jonathan E. Bogard, Ilana Brody, Christopher F. Chabris, Edward Chang, Gretchen B. Chapman, Jennifer E. Dannals, Noah J. Goldstein, Amir Goren, Hal Hershfield, Alex Hirsch, Jillian Hmurovic, Samantha Horn, Dean Karlan, Ariella S. Kristal, Cait Lamberton, Michael N. Meyer, Allison H. Oakes, Maurice E. Schweitzer, Maheen Shermohammed, Jaochim H. Talloen, Caleb Warren, Ashley V. Whillans, Kuldeep N. Yadav, Julian J. Zlatev, Ron Berman, Chalanda N. Evans, Rahul Ladhania, Jens Ludwig, Nina Mazar, Sendhil Mullainathan, Christopher K. Snider, Jann Spiess, Eli Tsukayama, Lyle Ungar, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
      Encouraging vaccination is a pressing policy problem. To assess whether text-based reminders can encourage pharmacy vaccination and what kinds of messages work best, we conducted a megastudy. We randomly assigned 689,693 Walmart pharmacy patients to receive one of 22... View Details
      Keywords: Vaccination; Vaccines; Nudges; Communication Strategy; Communication Technology; Consumer Behavior; Health Care and Treatment
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      Milkman, Katherine L., Linnea Gandhi, Mitesh S. Patel, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Jake Rothschild, Jonathan E. Bogard, Ilana Brody, Christopher F. Chabris, Edward Chang, Gretchen B. Chapman, Jennifer E. Dannals, Noah J. Goldstein, Amir Goren, Hal Hershfield, Alex Hirsch, Jillian Hmurovic, Samantha Horn, Dean Karlan, Ariella S. Kristal, Cait Lamberton, Michael N. Meyer, Allison H. Oakes, Maurice E. Schweitzer, Maheen Shermohammed, Jaochim H. Talloen, Caleb Warren, Ashley V. Whillans, Kuldeep N. Yadav, Julian J. Zlatev, Ron Berman, Chalanda N. Evans, Rahul Ladhania, Jens Ludwig, Nina Mazar, Sendhil Mullainathan, Christopher K. Snider, Jann Spiess, Eli Tsukayama, Lyle Ungar, Christophe Van den Bulte, Kevin G. Volpp, and Angela L. Duckworth. "A 680,000-Person Megastudy of Nudges to Encourage Vaccination in Pharmacies." e2115126119. Proceedings of the National Academy of Sciences 119, no. 6 (February 8, 2022).
      • 2022
      • Working Paper

      Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking

      By: John William Hatfield and Jonathan Wallen
      We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets. We show, in a simple theoretical model, that such overlapping relationships... View Details
      Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition
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      Hatfield, John William, and Jonathan Wallen. "Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking." Working Paper, January 2022.
      • Article

      Megastudies Improve the Impact of Applied Behavioural Science

      By: Katherine L. Milkman, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Pepi Pandiloski, Yeji Park, Aneesh Rai, Max Bazerman, John Beshears, Lauri Bonacorsi, Colin Camerer, Edward Chang, Gretchen Chapman, Robert Cialdini, Hengchen Dai, Lauren Eskreis-Winkler, Ayelet Fishbach, James J. Gross, Samantha Horn, Alexa Hubbard, Steven J. Jones, Dean Karlan, Tim Kautz, Erika Kirgios, Joowon Klusowski, Ariella Kristal, Rahul Ladhania, Jens Ludwig, George Loewenstein, Barbara Mellers, Sendhil Mullainathan, Silvia Saccardo, Jann Spiess, Gaurav Suri, Joachim H. Talloen, Jamie Taxer, Yaacov Trope, Lyle Ungar, Kevin G. Volpp, Ashley V. Whillans, Jonathan Zinman and Angela L. Duckworth
      Policy-makers are increasingly turning to behavioural science for insights about how to improve citizens’ decisions and outcomes. Typically, different scientists test different intervention ideas in different samples using different outcomes over different time... View Details
      Keywords: Policy Making; Behavioral Science; Behavior; Change; Decision Making; Policy
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      Milkman, Katherine L., Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Pepi Pandiloski, Yeji Park, Aneesh Rai, Max Bazerman, John Beshears, Lauri Bonacorsi, Colin Camerer, Edward Chang, Gretchen Chapman, Robert Cialdini, Hengchen Dai, Lauren Eskreis-Winkler, Ayelet Fishbach, James J. Gross, Samantha Horn, Alexa Hubbard, Steven J. Jones, Dean Karlan, Tim Kautz, Erika Kirgios, Joowon Klusowski, Ariella Kristal, Rahul Ladhania, Jens Ludwig, George Loewenstein, Barbara Mellers, Sendhil Mullainathan, Silvia Saccardo, Jann Spiess, Gaurav Suri, Joachim H. Talloen, Jamie Taxer, Yaacov Trope, Lyle Ungar, Kevin G. Volpp, Ashley V. Whillans, Jonathan Zinman, and Angela L. Duckworth. "Megastudies Improve the Impact of Applied Behavioural Science." Nature 600, no. 7889 (December 16, 2021): 478–483.
      • August 2021
      • Article

      Rate-Amplifying Demand and the Excess Sensitivity of Long-Term Rates

      By: Samuel G. Hanson, David O. Lucca and Jonathan H. Wright
      Long-term nominal interest rates are surprisingly sensitive to high-frequency (daily or monthly) movements in short-term rates. Since 2000, this high-frequency sensitivity has grown even stronger in U.S. data. By contrast, the association between low-frequency changes... View Details
      Keywords: Conundrum; Investor Demand; Monetary Policy Transmission; Interest Rates
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      Hanson, Samuel G., David O. Lucca, and Jonathan H. Wright. "Rate-Amplifying Demand and the Excess Sensitivity of Long-Term Rates." Quarterly Journal of Economics 136, no. 3 (August 2021): 1719–1781.
      • Article

      A Megastudy of Text-Based Nudges Encouraging Patients to Get Vaccinated at an Upcoming Doctor's Appointment

      By: Katherine L. Milkman, Mitesh S. Patel, Linnea Gandhi, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher F. Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie K. John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, Michelle N. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin G. Volpp and Angela L. Duckworth
      Many Americans fail to get life-saving vaccines each year, and the availability of a vaccine for COVID-19 makes the challenge of encouraging vaccination more urgent than ever. We present a large field experiment (N = 47,306) testing 19 nudges delivered to patients via... View Details
      Keywords: Vaccination; COVID-19; Nudge; Influenza; Field Experiment; Health; Communication Strategy; Behavior
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      Milkman, Katherine L., Mitesh S. Patel, Linnea Gandhi, Heather N. Graci, Dena M. Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Modupe Akinola, John Beshears, Jonathan E. Bogard, Alison Buttenheim, Christopher F. Chabris, Gretchen B. Chapman, James J. Choi, Hengchen Dai, Craig R. Fox, Amir Goren, Matthew D. Hilchey, Jillian Hmurovic, Leslie K. John, Dean Karlan, Melanie Kim, David Laibson, Cait Lamberton, Brigitte C. Madrian, Michelle N. Meyer, Maria Modanu, Jimin Nam, Todd Rogers, Renante Rondina, Silvia Saccardo, Maheen Shermohammed, Dilip Soman, Jehan Sparks, Caleb Warren, Megan Weber, Ron Berman, Chalanda N. Evans, Christopher K. Snider, Eli Tsukayama, Christophe Van den Bulte, Kevin G. Volpp, and Angela L. Duckworth. "A Megastudy of Text-Based Nudges Encouraging Patients to Get Vaccinated at an Upcoming Doctor's Appointment." e2101165118. Proceedings of the National Academy of Sciences 118, no. 20 (May 18, 2021).
      • 2021
      • Article

      Evidence of Decreasing Internet Entropy: The Lack of Redundancy in DNS Resolution by Major Websites and Services

      By: Samantha Bates, John Bowers, Shane Greenstein, Jordi Weinstock, Jonathan Zittrain and Yunhan Xu
      This paper analyzes the extent to which the Internet’s global domain name resolution (DNS) system has preserved its distributed resilience given the rise of cloud-based hosting and infrastructure. We explore trends in the concentration of the DNS space since at least... View Details
      Keywords: Domain Name System; Resilience; Entropy; Internet and the Web; Infrastructure; Performance Effectiveness; Safety; Cybersecurity
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      Bates, Samantha, John Bowers, Shane Greenstein, Jordi Weinstock, Jonathan Zittrain, and Yunhan Xu. "Evidence of Decreasing Internet Entropy: The Lack of Redundancy in DNS Resolution by Major Websites and Services." Journal of Quantitative Description: Digital Media 1 (2021).
      • April 2021
      • Teaching Note

      Drinkworks: Home Bar by Keurig

      By: Sunil Gupta and Jonathan Levav
      Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details
      Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
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      Gupta, Sunil, and Jonathan Levav. "Drinkworks: Home Bar by Keurig." Harvard Business School Teaching Note 521-089, April 2021.
      • Article

      Dynamic Silos: Modularity in Intra-organizational Communication Networks during the Covid-19 Pandemic

      By: Jonathan Larson, Tiona Zuzul, Emily Cox Pahnke, Neha Parikh Shah, Patrick Bourke, Nicholas Caurvina, Fereshteh Amini, Youngser Park, Joshua Vogelstein, Jeffrey Weston, Christopher White and Carey E. Priebe
      Workplace communications around the world were drastically altered by Covid-19, work-from-home orders, and the rise of remote work. We analyze aggregated, anonymized metadata from over 360 billion emails within over 4000 organizations worldwide to examine changes in... View Details
      Keywords: COVID-19; Remote Work; Organizational Silos; Health Pandemics; Organizations; Communication; Networks
      Citation
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      Larson, Jonathan, Tiona Zuzul, Emily Cox Pahnke, Neha Parikh Shah, Patrick Bourke, Nicholas Caurvina, Fereshteh Amini, Youngser Park, Joshua Vogelstein, Jeffrey Weston, Christopher White, and Carey E. Priebe. "Dynamic Silos: Modularity in Intra-organizational Communication Networks during the Covid-19 Pandemic." arXiv.org (April 1, 2021).
      • November 2020
      • Article

      Accelerator or Brake? Cash for Clunkers, Household Liquidity, and Aggregate Demand

      By: Daniel Green, Brian Melzer, Jonathan Parker and Arcenis Rojas
      This paper evaluates the Car Allowance Rebate System (CARS) by comparing the vehicle purchases and disposals of households with eligible "clunkers" to those of households with similar, but ineligible, vehicles. CARS caused roughly 500,000 purchases during the program... View Details
      Keywords: Automobiles; Purchasing; Government Incentives; Household; Financial Liquidity; Income; Behavior
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      Green, Daniel, Brian Melzer, Jonathan Parker, and Arcenis Rojas. "Accelerator or Brake? Cash for Clunkers, Household Liquidity, and Aggregate Demand." American Economic Journal: Economic Policy 12, no. 4 (November 2020): 178–211.
      • September 2020
      • Case

      Drinkworks: Home Bar by Keurig

      By: Sunil Gupta, Jonathan Levav and Julia Kelley
      In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details
      Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
      Citation
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      Gupta, Sunil, Jonathan Levav, and Julia Kelley. "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521-010, September 2020.
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