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      • August 2023
      • Case

      Beamery: Using Skills and AI to Modernize HR

      By: Boris Groysberg, Alexis Lefort, Susan Pinckney and Carolina Bartunek
      Unicorn human relationships startup Beamery evaluates it growth versus depth strategy as its strategic partners and customers could become future competitors in a quickly changing AI based human resources and talent management industry  View Details
      Keywords: Acquisition; Business Growth and Maturation; Business Startups; Competency and Skills; Experience and Expertise; Talent and Talent Management; Customers; Nationality; Learning; Entrepreneurship; Corporate Entrepreneurship; Social Entrepreneurship; Human Resources; Employee Relationship Management; Recruitment; Retention; Selection and Staffing; Values and Beliefs; Cross-Cultural and Cross-Border Issues; Analytics and Data Science; Applications and Software; Disruptive Innovation; Technological Innovation; Job Offer; Job Search; Job Design and Levels; Employment; Human Capital; Europe; United Kingdom; United States
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      Groysberg, Boris, Alexis Lefort, Susan Pinckney, and Carolina Bartunek. "Beamery: Using Skills and AI to Modernize HR." Harvard Business School Case 424-004, August 2023.
      • June 2023
      • Simulation

      Artea Dashboard and Targeting Policy Evaluation

      By: Ayelet Israeli and Eva Ascarza
      Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea...  View Details
      Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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      Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
      • May–June 2023
      • Article

      Unmasking Behaviors During the Pandemic with Video Analytics

      By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan
      In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down viral transmission. People complied to varying extents, and their reactions may have been driven by a variety of psychological factors....  View Details
      Keywords: COVID-19 Pandemic; Social Influence; Social Norms; Health Pandemics; Behavior
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      Zhang, Shunyuan, Kaiquan Xu, and Kannan Srinivasan. "Unmasking Behaviors During the Pandemic with Video Analytics." Marketing Science 42, no. 3 (May–June 2023): 440–450.
      • March 2023
      • Teaching Note

      VideaHealth: Building the AI Factory

      By: Karim R. Lakhani
      Teaching Note for HBS Case No. 621-021. The case “VideaHealth: Building the AI Factory” examines the creation of dental startup VideaHealth (Videa) and the development of its artificial intelligence (AI)-led business strategy through the eyes of founder and CEO Florian...  View Details
      Keywords: AI and Machine Learning; Applications and Software; Business Model; Marketing Strategy; Product Development; Health Industry; Technology Industry
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      Lakhani, Karim R. "VideaHealth: Building the AI Factory." Harvard Business School Teaching Note 623-073, March 2023.
      • March 2023
      • Case

      On

      By: Ramon Casadesus-Masanell, Karolin Frankenberger and Sascha Mader
      Founded in 2010, in just one decade, the Swiss company On had established itself as a main player in global sports footwear and apparel. Based on an unconventional strategy which one of the founders labeled as “obsessively distinct,” On grew its sales with a compound...  View Details
      Keywords: Growth and Development Strategy; Environmental Sustainability; Product Positioning; Business Model; Apparel and Accessories Industry; Consumer Products Industry; Europe
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      Casadesus-Masanell, Ramon, Karolin Frankenberger, and Sascha Mader. "On." Harvard Business School Case 723-430, March 2023.
      • January 2023 (Revised April 2023)
      • Case

      Cobalt Robotics: Scaling Workplace Robotics

      By: Jeffrey F. Rayport, Nicole Tempest Keller and Kyung Keun Park
      Founded in 2016, Cobalt Robotics, based in Fremont, California, was a Robot-as-a-Service (RaaS) company that built autonomous workplace robots that were designed to replace or supplement human security guards. Outfitted with over 60 sensors, Cobalt robots patrolled...  View Details
      Keywords: Information Infrastructure; Disruptive Innovation; Innovation and Invention; Marketing Strategy; Marketing Channels; Customers; Technology Industry; United States; California
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      Rayport, Jeffrey F., Nicole Tempest Keller, and Kyung Keun Park. "Cobalt Robotics: Scaling Workplace Robotics." Harvard Business School Case 823-096, January 2023. (Revised April 2023.)
      • January–February 2023
      • Article

      External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures

      By: Alicia DeSantola, Ranjay Gulati and Pavel Zhelyazkov
      We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which has presumed a uniform march toward...  View Details
      Keywords: Market Positioning; Professionalization; Scaling; Entrepreneurship; Strategy; Business Startups; Growth and Development; Organizational Structure
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      DeSantola, Alicia, Ranjay Gulati, and Pavel Zhelyazkov. "External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures." Organization Science 34, no. 1 (January–February 2023): 1–23.
      • December 2022 (Revised May 2023)
      • Case

      Iberdrola: Leading the Energy Revolution

      By: Juan Alcácer and Emer Moloney
      At the end of 2019, Ignacio Galán, the Chairman and CEO of the world's third largest utility, Iberdrola, reflected on his almost 20 years at the company. He managed a portfolio of three very different businesses, each with their own specific opportunities and...  View Details
      Keywords: Energy; Energy Generation; Energy Sources; Non-Renewable Energy; Renewable Energy; Engineering; Innovation and Management; Innovation Leadership; Innovation Strategy; Technological Innovation; Leadership; Growth and Development Strategy; Market Timing; Industry Growth; Mission and Purpose; Strategy; Energy Industry; Green Technology Industry; Utilities Industry; Transportation Industry; Auto Industry; Spain; United Kingdom; United States; Brazil; Mexico
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      Alcácer, Juan, and Emer Moloney. "Iberdrola: Leading the Energy Revolution." Harvard Business School Case 723-398, December 2022. (Revised May 2023.)
      • November 2022 (Revised December 2022)
      • Case

      Replika AI: Monetizing a Chatbot

      By: Julian De Freitas and Nicole Tempest Keller
      In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in...  View Details
      Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry
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      De Freitas, Julian, and Nicole Tempest Keller. "Replika AI: Monetizing a Chatbot." Harvard Business School Case 523-016, November 2022. (Revised December 2022.)
      • 2023
      • Working Paper

      Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

      By: Ta-Wei Huang and Eva Ascarza
      Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to...  View Details
      Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing
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      Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Harvard Business School Working Paper, No. 23-023, October 2022. (Revised April 2023.)
      • October 2022
      • Case

      Ethena: A Go-to-Market Dilemma

      By: Rembrand Koning and Stacy Straaberg
      In November 2021, Roxanne Petraeus and Anne Solmssen, founders of Brooklyn-based software-as-a-service (SaaS) startup Ethena, were looking to expand their compliance training business. The founders hired Arnie Gullov-Singh, an outside revenue consultant, to...  View Details
      Keywords: Decision Choices and Conditions; Judgments; Growth and Development Strategy; Business or Company Management; Business Strategy; Expansion; Segmentation; Technology Industry; United States; New York (state, US)
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      Koning, Rembrand, and Stacy Straaberg. "Ethena: A Go-to-Market Dilemma." Harvard Business School Case 723-363, October 2022.
      • May 2022 (Revised April 2023)
      • Case

      LOOP: Driving Change in Auto Insurance Pricing

      By: Elie Ofek and Alicia Dadlani
      John Henry and Carey Anne Nadeau, co-founders and co-CEOs of LOOP, an insurtech startup based in Austin, Texas, were on a mission to modernize the archaic $250 billion automobile insurance market. They sought to create equitably priced insurance by eliminating pricing...  View Details
      Keywords: AI and Machine Learning; Technological Innovation; Equality and Inequality; Prejudice and Bias; Growth and Development Strategy; Customer Relationship Management; Price; Insurance Industry; Financial Services Industry
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      Ofek, Elie, and Alicia Dadlani. "LOOP: Driving Change in Auto Insurance Pricing." Harvard Business School Case 522-073, May 2022. (Revised April 2023.)
      • Article

      Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence

      By: Stefan Thomke and Gary W. Loveman
      Though they’ve been warned for decades about the dangers of overrelying on gut instinct and personal experience, managers keep failing to critically examine—much less challenge—the ideas their decisions are based on. To correct this problem they need to think and act...  View Details
      Keywords: Innovation and Management; Decision Making; Science; Leadership Style
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      Thomke, Stefan, and Gary W. Loveman. "Act Like a Scientist: Great Leaders Challenge Assumptions, Run Experiments, and Follow the Evidence." Harvard Business Review 100, no. 3 (May–June 2022): 120–129.
      • March 2022 (Revised July 2022)
      • Teaching Note

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery
      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...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
      • Article

      Eliminating Unintended Bias in Personalized Policies Using Bias-Eliminating Adapted Trees (BEAT)

      By: Eva Ascarza and Ayelet Israeli

      An inherent risk of algorithmic personalization is disproportionate targeting of individuals from certain groups (or demographic characteristics such as gender or race), even when the decision maker does not intend to discriminate based on those “protected”...  View Details

      Keywords: Algorithm Bias; Personalization; Targeting; Generalized Random Forests (GRF); Discrimination; Customization and Personalization; Decision Making; Fairness; Mathematical Methods
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      Ascarza, Eva, and Ayelet Israeli. "Eliminating Unintended Bias in Personalized Policies Using Bias-Eliminating Adapted Trees (BEAT)." e2115126119. Proceedings of the National Academy of Sciences 119, no. 11 (March 8, 2022).
      • February 2022 (Revised June 2022)
      • Case

      Resident 2020

      By: Jeffrey F. Rayport and Thomas O. Jones
      Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the...  View Details
      Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers
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      Rayport, Jeffrey F., and Thomas O. Jones. "Resident 2020." Harvard Business School Case 822-114, February 2022. (Revised June 2022.)
      • February 2022
      • Case

      Toraya

      By: Lauren Cohen and Akiko Kanno
      Mitsuharu Kurokawa was the 18th generation leader of a family firm that produced and sold premium Japanese sweets, Toraya Confectionery Co., Ltd. He had succeeded the business from his father, Mitsuhiro Kurokawa who had led the firm for thirty years. Mitsuharu was...  View Details
      Keywords: Branding; Luxury Brand; Succession; Family Business; Management Succession; Brands and Branding; Luxury; Marketing; Expansion; Globalization; Innovation and Invention; Customer Satisfaction; Food and Beverage Industry; Retail Industry; Japan
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      Cohen, Lauren, and Akiko Kanno. "Toraya." Harvard Business School Case 222-068, February 2022.
      • October 2021
      • Article

      Judgment Aggregation in Creative Production: Evidence from the Movie Industry

      By: Hong Luo, Jeffrey T. Macher and Michael Wahlen
      We study a novel, low-cost approach to aggregating judgment from a large number of industry experts on ideas that they encounter in their normal course of business. Our context is the movie industry, in which customer appeal is difficult to predict and investment costs...  View Details
      Keywords: Judgment Aggregation; Quality Uncertainty; Creative Industry; Project Evaluation And Selection; Creativity; Film Entertainment; Judgments; Motion Pictures and Video Industry
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      Luo, Hong, Jeffrey T. Macher, and Michael Wahlen. "Judgment Aggregation in Creative Production: Evidence from the Movie Industry." Management Science 67, no. 10 (October 2021): 6358–6377.
      • Article

      Unconscious Bias Training That Works

      By: Francesca Gino and Katherine Coffman
      To become more diverse, equitable, and inclusive, many companies have turned to unconscious bias (UB) training. By raising awareness of the mental shortcuts that lead to snap judgments—often based on race and gender—about people’s talents or character, it strives to...  View Details
      Keywords: Implicit Bias; Social Integration; Empathy; Prejudice and Bias; Employees; Training; Attitudes; Behavior; Organizational Change and Adaptation
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      Gino, Francesca, and Katherine Coffman. "Unconscious Bias Training That Works." Harvard Business Review 99, no. 5 (September–October 2021): 114–123.
      • August 2021
      • Case

      Yummy: Delivering Value to Venezuela

      By: Ayelet Israeli, Jenyfeer Martinez Buitrago and Carla Larangeira
      By June 2021, Yummy had become Venezuela’s first and largest food delivery app and last-mile logistics company. In Caracas, the nation’s capital, Yummy held a 55% market share, while operations in other cities had already started to take place, including in three of...  View Details
      Keywords: Internet and the Web; Health Pandemics; Business Startups; Growth and Development Strategy; Expansion
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      Israeli, Ayelet, Jenyfeer Martinez Buitrago, and Carla Larangeira. "Yummy: Delivering Value to Venezuela." Harvard Business School Case 522-034, August 2021.
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