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      • Faculty Publications  (713)

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      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
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      • 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...  View Details
      Keywords: Single-homing; Multi-homing; Platform Responses; Newpaper; Television; market Platforms; market Entry And Exit; Newspapers; Television Entertainment; History; Journalism And News Industry; Media And Broadcasting Industry
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      Park, K. Francis, Robert Seamans, and Feng Zhu. "Homing and Platform Responses to Entry: Historical Evidence from the U.S. Newspaper Industry." Strategic Management Journal 42, no. 4 (April 2021): 684–709.
      • February 2021
      • Teaching Note

      HP Instant Ink: (Self) Disrupting the Consumer Printing Market

      By: Elie Ofek and Marco Bertini
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      Ofek, Elie, and Marco Bertini. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Teaching Note 521-084, February 2021.
      • February 2021
      • Case

      AptDeco: Circular Economy Furniture Marketplace

      By: Ayelet Israeli and Jamie Merkrebs
      AptDeco, a used furniture marketplace was growing rapidly in the tri-state area. The Co-Founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its...  View Details
      Keywords: E-commerce; E-commerce Strategy; Mobile; Digital Marketing; Word-of-mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; Growth Management; marketing Strategy; Entrepreneurship; market Platforms; marketing Channels; Online Advertising; consumer Behavior; Acquisition; Growth And Development Strategy; Two-sided Platforms; Customer Focus And Relationships; Retail Industry; consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, Ny); New York (state, Us)
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      Israeli, Ayelet, and Jamie Merkrebs. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Case 521-069, February 2021.
      • February 2021
      • Case

      Rolex SA

      By: Doug J. Chung
      Rolex SA was one of the most successful watchmakers in the world. In recent years, the global demand for Rolex watches, especially the stainless-steel sports models, had dramatically increased, resulting in a supply shortage worldwide. The shortage in supply further...  View Details
      Keywords: Watches; Pricing; marketing; Strategy; Demand And consumers; Price; marketing Channels
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      Chung, Doug J. "Rolex SA." Harvard Business School Case 521-034, February 2021.
      • February 2021
      • Article

      How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

      By: Ryan W. Buell and Basak Kalkanci
      Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts...  View Details
      Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility And Impact; Operations; Environmental Sustainability; consumer Behavior; Perception
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      Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
      • 2021
      • Working Paper

      Dynamic Competition for Customer Memberships

      By: Jorge Tamayo and Christian Chica
      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
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      Tamayo, Jorge, and Christian Chica. "Dynamic Competition for Customer Memberships." Working Paper, February 2021.
      • 2021
      • Working Paper

      Exclusive Dealing and Entry by Competing Two-Sided Platforms

      By: Jorge Tamayo, Christian Chica and Kenneth Chuk
      We study competition between horizontally differentiated platforms offering exclusive and non-exclusive contracts to one side of the market (content providers). The introduction of non-exclusive contracts in addition to exclusive contracts softens the competition for...  View Details
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      Tamayo, Jorge, Christian Chica, and Kenneth Chuk. "Exclusive Dealing and Entry by Competing Two-Sided Platforms." Working Paper, February 2021.
      • January 2021
      • Case

      Value-Based Insurance Design at Onex

      By: Joshua Schwartzstein, Amitabh Chandra and Amram Migdal
      The operating executives of Health and Benefits for Onex Partners, Megan Jackson Frye and Sam Camens, faced a challenge: Healthcare costs for employees of Onex’s portfolio companies were continuing to rise above the consumer price index, reflecting broader trends...  View Details
      Keywords: Decision Making; Cost Vs Benefits; Decision Choices And Conditions; Decisions; Finance; Behavioral Finance; Insurance; Health; Health Care And Treatment; Human Resources; Compensation And Benefits; markets; Demand And consumers; consumer Behavior; Social Psychology; Behavior; Interests; Motivation And Incentives; Perception; Health Industry; Insurance Industry; North America; United States
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      Schwartzstein, Joshua, Amitabh Chandra, and Amram Migdal. "Value-Based Insurance Design at Onex." Harvard Business School Case 921-023, January 2021.
      • January 2021 (Revised January 2021)
      • Case

      THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

      By: Jill Avery, Ayelet Israeli and Emma von Maur
      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...  View Details
      Keywords: Data; Data Analytics; Artificial Intelligence; Ai; Ai Algorithms; Ai Creativity; Fashion; Retail; Retail Analytics; Digital Marketing; E-commerce; E-commerce Strategy; Platform; Platforms; Marketing Strategy; Brands And Branding; Consumer Behavior; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; Marketing Channels; "marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; 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; Online Advertising; Online Technology; Mobile Technology; Fashion Industry; Retail Industry; Apparel And Accessories Industry; consumer Products Industry; United States
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      Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised January 2021.)
      • January 2021
      • Case

      eToro: Building the World's Largest Social Trading Network

      By: Elie Ofek and Danielle Golan
      Social trading platform eToro was preparing for the launch of its expanded offering in the U.S. The company faced critical decisions regarding product-market fit, go-to-market strategy, positioning and monetization. Moreover, it faced the challenge of how best to make...  View Details
      Keywords: Social Trading Platform; Investment; Social And Collaborative Networks; marketing Strategy; Expansion
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      Ofek, Elie, and Danielle Golan. "eToro: Building the World's Largest Social Trading Network." Harvard Business School Case 521-057, January 2021.
      • January 2021
      • Case

      Arçelik: From a Dealer Network to an Omnichannel Experience

      By: Ayelet Israeli and Fares Khrais
      Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...  View Details
      Keywords: Digital Transformation; Digital Marketing; Disruption; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; Sales; B2b; B2b2c; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Consumer Behavior; Conflict Management; Platforms; Collaboration; Partners And Partnerships; Marketing Strategy; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners And Partnerships; consumer Behavior; Online Technology; marketing Strategy; Conflict And Resolution; Conflict Management; Electronics Industry; Retail Industry; consumer Products Industry; Turkey
      Citation
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      Israeli, Ayelet, and Fares Khrais. "Arçelik: From a Dealer Network to an Omnichannel Experience." Harvard Business School Case 521-067, January 2021.
      • December 2020
      • Article

      Consumer Reactance to Promotional Favors

      By: Marco Bertini and Aylin Aydinli
      Promotional favors are an increasingly popular but seldom researched form of price promotion where the receipt of the saving by consumers depends on an action on their part that is nonmonetary in nature, such as completing a questionnaire, posting a review, or making a...  View Details
      Keywords: Promotional Favors; Conditional Discounts; Psychological Reactance; Price Promotions; Pricing; marketing; Price; consumer Behavior
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      Bertini, Marco, and Aylin Aydinli. "Consumer Reactance to Promotional Favors." Journal of Retailing 96, no. 4 (December 2020): 578–589.
      • December 2020 (Revised January 2021)
      • Case

      Arcos Dorados: A QSR Recovery Plan

      By: Forest Reinhardt, Jose B. Alvarez, Jenyfeer Martinez Buitrago and Mariana Cal
      Arcos Dorados—McDonald’s largest independent franchisee, covering Latin America and the Caribbean (LAC)—faced a pandemic that was disrupting the entire consumer foodservice business in 2020. With the exclusive right to own, operate, and sub-franchise McDonald’s...  View Details
      Keywords: Agribusiness; Animal-based Agribusiness; Plant-based Agribusiness; Customer Value And Value Chain; Income; Macroeconomics; Environmental Management; Environmental Sustainability; Cross-cultural And Cross-border Issues; Food; Health Pandemics; Crisis Management; Logistics; Corporate Social Responsibility And Impact; Strategic Planning; Food And Beverage Industry; Agriculture And Agribusiness Industry; Retail Industry; Latin America; Aruba; Guadeloupe; Martinique; Mexico; Panama; Costa Rica; Argentina; Brazil; Chile; Colombia; Ecuador; French Guiana; Peru; Uruguay; Venezuela; Puerto Rico; Trinidad And Tobago
      Citation
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      Reinhardt, Forest, Jose B. Alvarez, Jenyfeer Martinez Buitrago, and Mariana Cal. "Arcos Dorados: A QSR Recovery Plan." Harvard Business School Case 721-023, December 2020. (Revised January 2021.)
      • Article

      Soul and Machine (Learning)

      By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Burnap Alex, Tong Guo, Dokyun (DK) Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
      Machine learning is bringing us self-driving cars, medical diagnoses, and language translation, but how can machine learning help marketers improve marketing decisions? Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to...  View Details
      Keywords: Machine Learning; Marketing Applications; Knowledge; Technological Innovation; Core Relationships; marketing
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      Proserpio, Davide, John R. Hauser, Xiao Liu, Tomomichi Amano, Burnap Alex, Tong Guo, Dokyun (DK) Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu, and Hema Yoganarasimhan. "Soul and Machine (Learning)." Marketing Letters 31, no. 4 (December 2020): 393–404.
      • 2020
      • Working Paper

      Biased Sampling of Early Users and the Direction of Startup Innovation

      By: Ruiqing Cao, Rembrand Koning and Ramana Nanda
      Using data from a prominent online platform for launching new digital products, we document that the composition of the platform's ‘beta testers’ on the day a new product is launched has a systematic and persistent impact on the venture's success. Specifically, we use...  View Details
      Keywords: Online Platforms; User Research; market Platforms; Business Startups; Product Launch; Gender
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      Cao, Ruiqing, Rembrand Koning, and Ramana Nanda. "Biased Sampling of Early Users and the Direction of Startup Innovation." Harvard Business School Working Paper, No. 21-059, November 2020.
      • 2020
      • Working Paper

      Dog Eat Dog: Measuring Network Effects Using a Digital Platform Merger

      By: Chiara Farronato, Jessica Fong and Andrey Fradkin
      Digital platforms are increasingly the subject of regulatory scrutiny. In comparison to multiple competitors, a single platform may increase consumer welfare if network effects are large or may decrease welfare due to higher prices or reduction in platform variety. We...  View Details
      Keywords: Digital Platforms; market Platforms; Network Effects; Measurement And Metrics
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      Farronato, Chiara, Jessica Fong, and Andrey Fradkin. "Dog Eat Dog: Measuring Network Effects Using a Digital Platform Merger." NBER Working Paper Series, No. 28047, November 2020.
      • November 2020
      • Case

      Holaluz: Taking on the Spanish Energy Market

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney
      In 2020, the three cofounders of Holaluz, a newcomer to Spain’s electricity retail market, are preparing to launch a new offering: installing and managing solar panels on households' roofs at no extra cost for the consumer, who would still benefit from the energy...  View Details
      Keywords: Electricity; Solar Power; Subscription Business; Renewable Energy; Entrepreneurship; Service Delivery; Business Model; Product Launch; marketing; Energy Industry; Spain
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      Ofek, Elie, Marco Bertini, Oded Koenigsberg, Elena Corsi, and Emer Moloney. "Holaluz: Taking on the Spanish Energy Market." Harvard Business School Case 521-045, November 2020.
      • November 2020 (Revised February 2021)
      • Case

      HP Instant Ink: (Self) Disrupting the Consumer Printing Market

      By: Elie Ofek, Marco Bertini, Oded Koenigsberg and George Gonzalez
      Seeking to disrupt the consumer printing market (before being disrupted by others), and in response to customer pain points, in 2013 HP Inc. launched an ink replenishment service called Instant Ink, where customers pay a monthly subscription fee based on the number of...  View Details
      Keywords: Printing; Ink; Subscription Model; Customers; Hardware; Service Delivery; Business Model; Disruption; Growth And Development Strategy
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      Ofek, Elie, Marco Bertini, Oded Koenigsberg, and George Gonzalez. "HP Instant Ink: (Self) Disrupting the Consumer Printing Market." Harvard Business School Case 521-016, November 2020. (Revised February 2021.)
      • November 2020
      • Teaching Note

      DayTwo: Going to Market with Gut Microbiome

      By: Ayelet Israeli
      Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals....  View Details
      Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2b Vs. B2c; B2b2c; Health & Wellness; Ai; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; Dtc; Direct To Consumer Marketing; Us Health Care; "usa,"; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth And Development Strategy; Business Startups; Science-based Business; Health; Innovation And Invention; marketing; Technology; Business Growth And Maturation; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food And Beverage Industry; Israel; United States
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      Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome." Harvard Business School Teaching Note 521-052, November 2020.
      • November 2020
      • Case

      Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care

      By: Trevor Fetter and Kira Seiger
      This case describes the increasing investment by private equity (PE) firms in patient care and other healthcare services. The case focuses on investments in physician staffing firms and roll-up strategy investments in physician practice management (PPM). Included in...  View Details
      Keywords: Business Ventures; Acquisition; Mergers And Acquisitions; Business Model; Change; Disruption; Fluctuation; Trends; Customers; Customer Value And Value Chain; Ethics; Fairness; Finance; Equity; Insurance; Private Equity; Geography; Geographic Scope; Health; Health Care And Treatment; markets; Demand And consumers; Supply And Industry; Industry Structures; Ownership; Ownership Type; Private Ownership; Relationships; Agency Theory; Business And Community Relations; Business And Shareholder Relations; Business And Stakeholder Relations; Networks; Strategy; Competition; Consolidation; Expansion; Integration; Horizontal Integration; Vertical Integration; Value; Value Creation; Health Industry; Insurance Industry; United States
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      Fetter, Trevor, and Kira Seiger. "Roll-Ups and Surprise Billing: Collisions at the Intersection of Private Equity and Patient Care." Harvard Business School Case 321-049, November 2020.
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