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- December 2021
- Case
Pairwise
By: José B. Alvarez and Annelena Lobb
Pairwise discusses the strategic approach of a company aiming to “snackify” fruits and vegetables by using CRISPR-Cas9 gene editing to create nutritious, bite-sized foods that could compete with packaged snacks. The company is confronting a number of challenges,...
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- October 2021
- Case
Diversifying P&G's Supplier Base (A)
By: Kris Ferreira, Kym Lew Nelson, Carin-Isabel Knoop and Sarah Mehta
In February 2003, P&G hosted two meetings—one with its largest woman- and minority-owned suppliers and one with its largest non-minority-owned suppliers. Attendees in each meeting heard the same message: P&G was keen to grow its commitment to inclusive supply chains,...
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- September 2021
- Case
Tonya Thayer
By: David Fubini
Tonya Thayer, Senior Partner and leader of the Consumer Package Goods practice at Sinclair Consulting, must evaluate Alan Henderson, a Principal (junior) Partner and a key member within CPG, as the six-month update on his progress and development nears. While prior...
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- February 2021 (Revised February 2021)
- Background Note
eGrocery and the Role of Data for CPG Firms
By: Ayelet Israeli, Fedor (Ted) Lisitsyn and Mark A. Irwin
This notes provides information about the eGrocery industry and how traditional CPG companies handle this channel and potential data. It is recommended to use together with a series of exercises entitled: "E-Commerce Analytics for CPG Firms (A), (B), and (C)."
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Keywords:
Data;
Data Analysis;
Data Analytics;
Data Sharing;
CPG;
Consumer Packaged Goods (CPG);
Delivery Planning;
Customer Lifetime Value;
Online Channel;
Retail;
Retail Analytics;
Retailing Industry;
Ecommerce;
Grocery;
Optimization;
Analytics and Data Science;
Analysis;
Customer Value and Value Chain;
Marketing Channels;
Consumer Products Industry;
Consumer Products Industry;
United States
- January 2021 (Revised March 2021)
- Supplement
E-Commerce Analytics for CPG Firms (A): Estimating Sales
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
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Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Estimation;
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Bricks And Mortar;
Ecommerce;
Analytics and Data Science;
Analysis;
Sales;
Goods and Commodities;
Consumer Products Industry;
Consumer Products Industry;
United States
- January 2021 (Revised March 2021)
- Exercise
E-Commerce Analytics for CPG Firms (A): Estimating Sales
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
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Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Estimation;
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Bricks And Mortar;
Ecommerce;
Direct-to-consumer;
DTC;
Analytics and Data Science;
Sales;
Marketing;
Consumer Products Industry;
Consumer Products Industry;
United States
- January 2021
- Supplement
E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
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Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Online Channel;
Retail;
Retail Analytics;
Retailing Industry;
Data;
Data Sharing;
Ecommerce;
Assortment Optimization;
Assortment Planning;
Analytics and Data Science;
Retention;
Consumer Products Industry;
Consumer Products Industry;
United States
- January 2021
- Exercise
E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
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Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Ecommerce;
CRM;
Loyalty Management;
Assortment Planning;
Assortment Optimization;
Lifetime Value (LTV);
Analytics and Data Science;
Analysis;
Retention;
Consumer Products Industry;
Consumer Products Industry;
United States
- January 2021 (Revised March 2021)
- Supplement
E-Commerce Analytics for CPG Firms (C): Free Delivery Terms
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
View Details
Keywords:
Data;
Data Analysis;
Data Analytics;
Data Sharing;
CPG;
Consumer Packaged Goods (CPG);
Delivery Planning;
Customer Lifetime Value;
Online Channel;
Retail;
Retail Analytics;
Retailing Industry;
Ecommerce;
Grocery;
Grocery Delivery;
Margins;
Retention;
Analytics and Data Science;
Analysis;
Consumer Products Industry;
Consumer Products Industry;
United States
- January 2021 (Revised March 2021)
- Exercise
E-Commerce Analytics for CPG Firms (C): Free Delivery Terms
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
View Details
Keywords:
Data;
Data Analysis;
Data Analytics;
Data Sharing;
CPG;
Consumer Packaged Goods (CPG);
Delivery Planning;
Customer Lifetime Value;
Online Channel;
Retail;
Retail Analytics;
Retailing Industry;
Ecommerce;
Grocery;
Grocery Delivery;
Margins;
Analytics and Data Science;
Retention;
Consumer Products Industry;
Consumer Products Industry;
United States
- 2021
- Working Paper
Accounting for Product Impact in the Consumer-Packaged Foods Industry
By: Amanda Rischbieth, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Nutrition Database;
Nutritional Information;
CPG;
Consumer Packaged Goods;
IWAI;
Product Design;
Product Positioning;
Society;
Environmental Sustainability;
Corporate Social Responsibility and Impact;
Nutrition;
Product;
Safety;
Consumer Products Industry
- September 2020 (Revised June 2021)
- Case
Algramo
By: Michael Chu, Monica Silva and Mariana Cal
Founded in 2013 by José Manuel Moller in Chile, Algramo first became known for addressing the “poverty tax” (the surcharge paid by lower income families for staples sold in smaller sizes) through specially-designed dispensers in low-income neighborhood grocery stores...
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Keywords:
Packaging-as-a-wallet;
Plastic Waste;
Business At The Base Of The Pyramid;
Reusable Packaging;
Alliances With FMCGs To Meet ESG Goals;
Social Entrepreneurship;
Environmental Sustainability;
Strategy;
Value Creation;
Goals and Objectives;
Business Model;
Consumer Products Industry;
Latin America;
South America;
Chile
- July 2020
- Case
Kathy Fish at Procter & Gamble: Navigating Industry Disruption by Disrupting from Within
By: Emily Truelove, Linda A. Hill and Emily Tedards
When Kathy Fish, Procter & Gamble’s Chief Research, Development & Innovation Officer, and a 40-year company veteran, stepped into her role in 2014, she was concerned that the world’s leading consumer packaged goods company had lost its capability to produce a steady...
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Keywords:
Female Protagonist;
Organizational Change;
Organizational Behavior;
Culture Change;
Digital;
Innovation;
Lean Startup;
Experimentation;
Metrics;
Consumer Packaged Goods (CPG);
Leadership;
Leading Change;
Change Management;
Organizational Culture;
Organizational Change and Adaptation;
Disruption;
Innovation and Invention;
Digital Transformation
- May 2020 (Revised March 2022)
- Case
The Coronavirus (COVID-19) Pandemic and the Global Economy (A)
By: Alberto Cavallo and Christian Godwin
In April 2020, the world struggled to contain the exponential escalation of the coronavirus (COVID-19) pandemic. Dozens of countries had imposed restrictions on travel, work, and social gatherings. A large share of the global population was under lockdowns and...
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Keywords:
COVID-19 Pandemic;
Demand and Consumers;
Supply and Industry;
Finance;
Central Banking;
Financial Markets;
International Finance;
Globalization;
Government and Politics;
Health Pandemics;
Decision Making;
Macroeconomics;
Employment;
Crisis Management;
Supply Chain;
Risk and Uncertainty;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Asia;
China;
Europe;
Latin America;
Africa;
United States
- January 2020 (Revised April 2020)
- Teaching Note
Brandless: Disrupting Consumer Packaged Goods
By: Jill Avery
Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods (CPG), offered consumers a limited assortment of values-conscious products delivered directly to their homes with the simplicity of one fixed $3.00 price point that promised...
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- December 2019 (Revised June 2021)
- Case
Mãe Terra and Unilever (A)
By: Lynn S. Paine, Ruth Costas and Priscilla Zogbi
The case concerns the sale of Mãe Terra, one of Brazil's leading brands for packaged organic foods, to the consumer goods giant Unilever in 2017. Working with Unilever management, Mãe Terra’s CEO Alexandre Borges must determine whether and how to keep Mãe Terra's B...
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Keywords:
Mergers ＆ Acquisitions;
Brand Management;
Sustainability;
Mergers and Acquisitions;
Mission and Purpose;
Social Enterprise;
Corporate Governance;
Governing and Advisory Boards;
Environmental Sustainability;
Organizational Culture;
Food and Beverage Industry;
Agriculture and Agribusiness Industry;
Brazil;
Latin America
- October 2019 (Revised September 2021)
- Case
Gupta Media: Performance Marketing in the Digital Age
By: V. Kasturi Rangan and Courtney Han
Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists...
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- July 2019
- Case
Four Products: Predicting Diffusion (2019)
By: John Gourville
One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,...
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- August 2018
- Case
Four Products: Predicting Diffusion (2018)
By: John Gourville
One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,...
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- July–August 2018
- Article
From Niche to Mainstream (HBR Case Study)
By: Elie Ofek
A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented.
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