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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...
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- November 2021 (Revised December 2021)
- Supplement
PittaRosso (B): Human and Machine Learning
By: Ayelet Israeli
This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case.
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Keywords:
Artificial Intelligence;
Pricing;
Pricing Algorithm;
Pricing Decisions;
Pricing Strategy;
Pricing Structure;
Promotion;
Promotions;
Online Marketing;
Data-driven Decision-making;
Data-driven Management;
Retail;
Retail Analytics;
Price;
Advertising Campaigns;
Data and Data Sets;
Analysis;
Online Advertising;
Budgets and Budgeting;
Marketing Strategy;
Marketing;
Transformation;
Decision Making;
Retail Industry;
Italy
- October 2021 (Revised January 2022)
- Supplement
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once...
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Keywords:
Artificial Intelligence;
Pricing;
Pricing Algorithm;
Pricing Decisions;
Pricing Strategy;
Pricing Structure;
Promotion;
Promotions;
Online Marketing;
Data-driven Decision-making;
Data-driven Management;
Retail;
Retail Analytics;
Price;
Advertising Campaigns;
Data and Data Sets;
Analysis;
Online Advertising;
Budgets and Budgeting;
Marketing Strategy;
Marketing;
Transformation;
Decision Making;
Retail Industry;
Italy
- October 2021 (Revised December 2021)
- Case
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once...
View Details
Keywords:
Artificial Intelligence;
Pricing;
Pricing Algorithm;
Pricing Decisions;
Pricing Strategy;
Pricing Structure;
Promotion;
Promotions;
Online Marketing;
Data-driven Decision-making;
Data-driven Management;
Retail;
Retail Analytics;
Price;
Advertising Campaigns;
Data and Data Sets;
Analysis;
Online Advertising;
Budgets and Budgeting;
Marketing Strategy;
Marketing;
Transformation;
Decision Making;
Retail Industry;
Italy
- September 2021
- Case
Publicis Groupe 2021: Changing Nearly Everything
By: Rosabeth Moss Kanter, Tonia Labruyere and Vincent Dessain
After a leadership change at the French advertising company Publicis, new CEO Arthur Sadoun has to navigate changes due to digitalization and a pandemic.
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- August 2021
- Case
Data Science at the Warriors
By: Iavor I. Bojinov and Michael Parzen
An introductory case for a data science course, which provides an overview of the data science pipeline.
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- August 2021
- Case
Perfect Diary
By: Shunyuan Zhang and Sunil Gupta
Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow...
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- August 2021
- Case
Camera IQ: Building Augmented Reality Brand Experiences in Social Media
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Social Media;
Digital Marketing;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Online Advertising;
Online Technology;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- 2021
- Working Paper
The Value of Data and Its Impact on Competition
By: Marco Iansiti
Common regulatory perspective on the relationship between data, value, and competition in online platforms has increasingly centered on the volume of data accumulated by incumbent firms. This view posits the existence of "data network effects," where more data leads to...
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- July 2021
- Case
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...
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Keywords:
Advertising Campaigns;
Demographics;
Marketing;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Product Positioning;
Social Marketing;
Salesforce Management;
Organizations;
Mission and Purpose;
Organizational Change and Adaptation;
Innovation and Invention;
Innovation Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Beauty and Cosmetics Industry;
North and Central America;
United States;
Europe;
Asia;
Texas
- May 2021 (Revised October 2021)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
Digital Marketing;
E-commerce;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Data and Data Sets;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Fashion Industry;
Fashion Industry;
Fashion Industry;
Fashion Industry;
United States
- May 2021 (Revised September 2021)
- Case
Headspace vs. Calm: A Mindful Competition
By: Ayelet Israeli and Anne Wilson
By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable...
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Keywords:
Marketing Communication;
Integrated Strategy;
Brand;
Brand ＆ Product Management;
Brand Communication;
Brand Differentiation;
Brand Building;
Brand Management;
E-commerce;
E-Commerce Strategy;
Ecommerce;
App;
App Development;
Applications;
COVID;
COVID-19;
Pandemic;
Pricing;
Pricing Strategy;
Subscription Model;
Subscription;
Partnerships;
Strategic Partnerships;
B2B Vs. B2C;
B2B;
Health ＆ Wellness;
Wellbeing;
Digitization;
Commoditization;
Mobile App;
Mobile App Industry;
Mobile Healthcare;
Mobile Marketing;
Digital Brand;
Digital Health;
Digital Marketing;
Consumer Health;
Apps;
Online Business;
Online Competition;
Online Community;
Online Entertainment;
Entertainment And Leisure;
Meditation;
Marketing;
Marketing Communications;
Brands and Branding;
Price;
Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Partners and Partnerships;
Health;
Well-being;
Mobile Technology;
Communication;
Communication Strategy;
Disruption;
Consumer Behavior;
Online Advertising;
Health Industry;
Health Industry;
Health Industry;
United States;
North America;
United Kingdom
- April 2021
- Teaching Note
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Teaching Note for the "Thingtesting: Launching a Brand Discovery and Testing Digital Community" HBS Case No. 520-086.
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Keywords:
Influencer Marketing;
Influencers;
Influencer;
Monetization;
Monetization Strategy;
Female;
Female Entrepreneur;
Female Protagonist;
Direct-to-consumer;
Marketing;
Brands and Branding;
Marketing Strategy;
Venture Capital;
Entrepreneurship;
Marketing Communications;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
London;
United Kingdom;
Europe;
North America
- April 2021
- Article
Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry
By: K. Francis Park, Robert Seamans and Feng Zhu
We examine how heterogeneity in customers’ tendencies to single-home or multi-home affects a platform’s competitive responses to new entrants in the market. We first develop a formal model to generate predictions about how a platform will respond. We then empirically...
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- March 2021
- Supplement
Sky Deutschland Analysis: Results
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- March 2021
- Supplement
Artea (A), (B), (C), and (D): Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on...
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- March 2021
- Case
Sky Deutschland - Bidding for Sports Rights (A)
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- March 2021
- Supplement
Sky Deutschland - Bidding for Sports Rights (B)
By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- March 2021 (Revised October 2021)
- Teaching Note
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno and Anibha Singh
Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online...
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Keywords:
Omnichannel Retail;
Online Advertising;
Business Startups;
Business Growth and Maturation;
Business Model;
Business Organization;
For-Profit Firms;
Change Management;
Customer Value and Value Chain;
Customer Relationship Management;
Customer Satisfaction;
Financing and Loans;
Microfinance;
Global Strategy;
Marketing Strategy;
Market Entry and Exit;
Market Platforms;
Multi-Sided Platforms;
Product Development;
Supply Chain Management;
Business and Stakeholder Relations;
Networks;
Network Effects;
Online Technology;
Financial Services Industry;
Financial Services Industry;
United States;
Australia
- February 2021 (Revised May 2021)
- Case
SafeGraph: Selling Data as a Service
By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on...
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