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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–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
      Keywords: Technological Innovation; Cybersecurity; Demand and Consumers; Safety
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      Amano, Tomomichi, and Tomomi Tanaka. "Balancing Digital Safety and Innovation." Harvard Business Review 103, no. 3 (May–June 2025): 120–127.
      • 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
      Keywords: Competitive Price Discrimination; Membership; Dynamic Competition; Competition; Price; Consumer Behavior; Business Model
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      Chica, Cristian, Julian Jimenez-Cardenas, and Jorge Tamayo. "Dynamic Competition for Customer Memberships." Journal of Economics & Management Strategy 34, no. 2 (Summer 2025): 525–556.
      • 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
      Keywords: Accounting; Financial Statements; Business Startups; Social Media; Advertising; Digital Marketing; Consumer Products Industry; South Korea
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      Kang, Jung Koo, Panje Jayden Kim, and David Allen. "Initial Financial Statements at Blank Corporation: Bridging Content and Commerce ." Harvard Business School Case 125-021, May 2025.
      • May 2025 (Revised May 2025)
      • Case

      Netflix Beyond Streaming: Strategies for the Next Era of Entertainment

      By: Juan Alcacer and Lorenzo Lucidi
      Netflix loses subscribers for the first time in over a decade—can the streaming pioneer reinvent itself before competitors, costs, and churn catch up? In 2022, facing fierce competition and shifting consumer behaviors, Netflix confronts its most critical strategic... View Details
      Keywords: United States; Australia; Brazil; Canada; France; Germany; India; Japan; Mexico; Russia; South Korea; Spain; United Kingdom
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      Alcacer, Juan, and Lorenzo Lucidi. "Netflix Beyond Streaming: Strategies for the Next Era of Entertainment." Harvard Business School Case 725-429, May 2025. (Revised May 2025.)
      • 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
      Keywords: Climate Change; Risk and Uncertainty; Insurance; Personal Finance; Consumer Behavior; Mortgages
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      Sastry, Parinitha, Tess Scharlemann, Ishita Sen, and Ana-Maria Tenekedjieva. "The Limits of Insurance Demand and the Growing Protection Gap." Harvard Business School Working Paper, No. 25-054, February 2025.
      • April 2025
      • Teaching Note

      Tabby: Winning Customers' Digital Wallets

      By: Eva Ascarza
      Teaching Note for HBS Case No. 524-056. Tabby, a Saudi-based fintech founded in 2019, rapidly became one of the MENA region’s first unicorns by offering buy-now-pay-later (BNPL) services with a unique twist: instead of charging end consumers, it partnered with... View Details
      Keywords: Business Startups; Marketing; Entrepreneurship; Growth and Development Strategy; Business Strategy; Business Model; Competitive Strategy; Financial Services Industry; Middle East; Saudi Arabia; United Arab Emirates
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      Ascarza, Eva. "Tabby: Winning Customers' Digital Wallets." Harvard Business School Teaching Note 525-057, April 2025.
      • April 2025
      • Article

      Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host’s Smile

      By: Shunyuan Zhang, Elizabeth Friedman, Kannan Srinivasan, Ravi Dhar and Xupin Zhang
      Non-informational cues, such as facial expressions, can significantly influence judgments and interpersonal impressions. While past research has explored how smiling affects business outcomes in offline or in-store contexts, relatively less is known about how smiling... View Details
      Keywords: Sharing Economy; Airbnb; Image Feature Extraction; Machine Learning; Facial Expressions; Prejudice and Bias; Nonverbal Communication; E-commerce; Consumer Behavior; Perception
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      Zhang, Shunyuan, Elizabeth Friedman, Kannan Srinivasan, Ravi Dhar, and Xupin Zhang. "Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host’s Smile." Journal of Consumer Research 51, no. 6 (April 2025): 1073–1097.
      • March 2025 (Revised April 2025)
      • Case

      Perplexity: Redefining Search

      By: Suraj Srinivasan, Michelle Hu, Sriraghav Srinivasan and Radhika Kak
      By early 2025, Perplexity had rapidly evolved from a modest startup into a popular "answer engine" valued at $9 billion. The company had boldly positioned itself as the disruptor to Google aiming to redefine search for the AI age. Through novel AI... View Details
      Keywords: AI and Machine Learning; Venture Capital; Innovation Leadership; Technological Innovation; Internet and the Web; Business Startups; Competitive Strategy; Technology Industry; United States
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      Srinivasan, Suraj, Michelle Hu, Sriraghav Srinivasan, and Radhika Kak. "Perplexity: Redefining Search." Harvard Business School Case 125-093, March 2025. (Revised April 2025.)
      • March 2025
      • Case

      Stagwell: AI and the Future of Marketing

      By: Suraj Srinivasan and Radhika Kak
      In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
      Keywords: Marketing; Advertising; Retention; Innovation Strategy; Advertising Industry; Technology Industry
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      Srinivasan, Suraj, and Radhika Kak. "Stagwell: AI and the Future of Marketing." Harvard Business School Case 125-089, March 2025.
      • March 2025
      • Article

      Differentiating on Diversity: How Disclosing Workforce Diversity Influences Consumer Choice

      By: Maya Balakrishnan, Jimin Nam and Ryan W. Buell
      Companies are facing increased pressure to “walk the talk” on diversity, equity, and inclusion (DEI) in their operations. One specific call-to-action from stakeholders is the public disclosure of EEO-1s. Companies with 100+ employees are federally mandated to annually... View Details
      Keywords: Consumer Behavior; Corporate Disclosure; Diversity; Employees; Perception
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      Balakrishnan, Maya, Jimin Nam, and Ryan W. Buell. "Differentiating on Diversity: How Disclosing Workforce Diversity Influences Consumer Choice." Production and Operations Management 34, no. 3 (March 2025): 457–474.
      • 2025
      • Working Paper

      New Product Diffusion Within Retailers: The Effect of Managerial Quality on Rollout

      By: Tomomichi Amano and Jorge Tamayo
      Retailers are key intermediaries through which consumers encounter innovation in the form of new products. How are these products rolled out within retailers? We observe significant variation in the availability of new products across stores in a large retail chain in... View Details
      Keywords: Managerial Quality; Firm Performance; Diffusion Of Innovation; New Product Rollout; Retailing; Distribution Channels; Product Launch; Management Skills; Retail Industry; Colombia
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      Amano, Tomomichi, and Jorge Tamayo. "New Product Diffusion Within Retailers: The Effect of Managerial Quality on Rollout." Harvard Business School Working Paper, No. 25-041, February 2025.
      • February 2025
      • Teaching Note

      Barbie: Reviving a Cultural Icon at Mattel

      By: Elie Ofek and Sarah Mehta
      Teaching Note for HBS Case Nos. 525-006 and 525-020. View Details
      Keywords: Brand Management; Marketing Strategy; Entertainment Marketing; Intellectual Property; Consumer Preferences; Toy Industry; Culture And Marketing; Societal Marketing; Brand Purpose; Diversity And Inclusion; Turnaround Strategies
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      Ofek, Elie, and Sarah Mehta. "Barbie: Reviving a Cultural Icon at Mattel." Harvard Business School Teaching Note 525-039, February 2025.
      • February 2025
      • Case

      Managing Complexity at mymuesli

      By: Thomas Graeber and Stacy Straaberg
      In April 2009, direct-to-consumer e-commerce muesli brand mymuesli faced a flood of customer questions. The breakfast cereal startup enabled users to order personalized muesli on its website by choosing from 75 organic ingredients for a total of 566 quadrillion... View Details
      Keywords: Customer Satisfaction; Decisions; Food; Product Marketing; Product Positioning; Product Launch; Problems and Challenges; Behavior; Competitive Advantage; Customization and Personalization; Segmentation; Internet and the Web; Food and Beverage Industry; Europe; Germany
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      Graeber, Thomas, and Stacy Straaberg. "Managing Complexity at mymuesli." Harvard Business School Case 925-008, February 2025.
      • January 2025
      • Case

      Intuition Robotics: An AI Companion for Older Adults

      By: Amit Goldenberg, Elie Ofek and Orna Dan
      Intuition Robotics, a startup that makes an AI companion robot to alleviate older adults’ loneliness, debates whether to pursue a B2C model or B2G route. If it opts for the government vertical, it must determine how to negotiate a favorable deal. Two weeks after... View Details
      Keywords: Business Model; Business Startups; AI and Machine Learning; Technology Adoption; Product Launch; Market Entry and Exit; Negotiation Offer; Business and Government Relations; Health Industry; Technology Industry; United States; New York (state, US)
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      Goldenberg, Amit, Elie Ofek, and Orna Dan. "Intuition Robotics: An AI Companion for Older Adults." Harvard Business School Case 925-018, January 2025.
      • January 2025 (Revised March 2025)
      • Case

      Hunter Point Capital

      By: Josh Lerner, John D. Dionne and Srimayi Mylavarapu
      In the spring of 2023, Hunter Point Capital faced a pivotal decision that could define its trajectory as a new player in the growing GP stakes business. As the firm neared completion of three high-profile GP stakes investments, consuming nearly a third of its initial... View Details
      Keywords: Investment Funds; Business Strategy; Diversification; Expansion
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      Lerner, Josh, John D. Dionne, and Srimayi Mylavarapu. "Hunter Point Capital." Harvard Business School Case 225-058, January 2025. (Revised March 2025.)
      • Working Paper

      AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance

      By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang
      Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details
      Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry
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      Exner, Yannick, Jochen Hartmann, Oded Netzer, and Shunyuan Zhang. "AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance." SSRN Working Paper Series, No. 5096969.
      • January 2025
      • Technical Note

      Get Cool: Air Conditioning Industry Background

      By: Rosabeth Moss Kanter and Jacob A. Small
      The “air conditioning paradox” is tied to climate change: the more the planet warms, the greater the need for cooling (due to the dangers of extreme heat as well as comfort within buildings), but the use of electricity-powered AC contributes to further warming. There... View Details
      Keywords: Appliances; Global Warming; Energy Efficiency; Climate Change; Venture Capital; Demand and Consumers; Distribution Channels; Green Technology; United States; Asia
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      Kanter, Rosabeth Moss, and Jacob A. Small. "Get Cool: Air Conditioning Industry Background." Harvard Business School Technical Note 325-077, January 2025.
      • January 2025
      • Case

      Driving Efficiency and Sustainability at P&G China

      By: Feng Zhu, Philip Kuai and Billy Chan
      P&G China’s business had reached new heights thanks to the explosive growth of e-commerce in the country, but the rapidly increasing volume of shipments to customers had created operational and environmental challenges in terms of packaging waste, shipping damage, and... View Details
      Keywords: Transformation; Customer Value and Value Chain; Environmental Sustainability; E-commerce; Logistics; Product Design; Value Creation; Order Taking and Fulfillment; Supply Chain Management; Consumer Products Industry; China
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      Zhu, Feng, Philip Kuai, and Billy Chan. "Driving Efficiency and Sustainability at P&G China." Harvard Business School Case 625-077, January 2025.
      • January 2025
      • Case

      Apax Partners: Deciding Whether to Bid for Trader Corp.

      By: Benjamin C. Esty and Edward A. Meyer
      Apax Partners’ investment committee was schedule to meet on March 21, 2011, to decide whether to invest in Trader Corporation, a Canadian classified advertising business for used automobiles with both print (magazines) and digital (website) distribution. What made this... View Details
      Keywords: Value Creation; Network Effects; Private Equity; Growth Management; Digital Marketing; Business Strategy; Competitive Advantage; E-commerce; Valuation; Competition; Digital Platforms; Digital Strategy; Digital Transformation; Transition; Investment; Risk and Uncertainty; Advertising Industry; Auto Industry; Information Industry; Canada; United Kingdom; New York (state, US); New York (city, NY)
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      Esty, Benjamin C., and Edward A. Meyer. "Apax Partners: Deciding Whether to Bid for Trader Corp." Harvard Business School Case 225-032, January 2025.
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