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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
- Article
The Customer May Not Always Be Right: Customer Compatibility and Service Performance
This paper investigates the impact of customer compatibility – the degree of fit between the needs of customers and the capabilities of the operations serving them – on customer experiences and firm performance. We use a variance decomposition analysis to quantify the...
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- February 2021
- Case
Enterprise Agility at Komerční Banka
By: Euvin Naidoo, Suraj Srinivasan and Sarah Gulick
In 2017, Jan Juchelka, the new CEO of Komerční Banka, identified the need for the bank to start an enterprise wide agile transformation. He started by working to create a sense of urgency to kick-start a process to enable the level of service delivery to customers he...
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- February 2021
- Case
Sarah Breedlove: Changing the World
By: Robert L. Simons and Max Saffer
This case describes the rise of Sarah Breedlove, who later called herself Madam C.J. Walker, from the cotton fields of Louisiana to the head of a successful, nationwide beauty company providing opportunity and hair care products to Black women. The case describes how...
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- February 2021
- Article
Assessment of Electronic Health Record Use Between U.S. and Non-U.S. Health Systems
By: A Jay Holmgren, Lance Downing, David W. Bates, Tait D. Shanafelt, Arnold Milstein, Christopher Sharp, David Cutler, Robert S. Huckman and Kevin A. Schulman
Importance: Understanding how the electronic health record (EHR) system changes clinician work, productivity, and well-being is critical. Little is known regarding global variation in patterns of use.
Objective: To provide insights into which EHR... View Details
Objective: To provide insights into which EHR... View Details
- January 2021
- Case
Bespoken Spirits: Disrupting Distilling
By: Benjamin C. Esty and Daniel Fisher
On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ...
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Keywords:
Business Ventures;
Business Strategy;
Competitive Advantage;
Disruption;
Entrepreneurship;
Environmental Sustainability;
Cash Flow;
Disruptive Innovation;
Innovation Strategy;
Brands And Branding;
Business Model;
Consumer Products Industry;
Food And Beverage Industry;
Service Industry;
United States;
California
- January 2021
- Supplement
Bespoken Spirits: Disrupting Distilling
By: Benjamin C. Esty and Daniel Fisher
On October 7, 2020, Bespoken Spirits publicly announced it had received $2.6 million of seed funding for its “sustainable maturation process,” a process that could produce award-winning whiskeys in just days rather than years using a novel technology and data science. ...
View Details
Keywords:
Business Ventures;
Business Strategy;
Competitive Advantage;
Disruption;
Entrepreneurship;
Environmental Sustainability;
Cash Flow;
Disruptive Innovation;
Innovation Strategy;
Brands And Branding;
Business Model;
Consumer Products Industry;
Food And Beverage Industry;
Service Industry;
United States;
California
- January 2021
- Case
Snapp: Scaling Under Sanctions in Iran (A)
By: Meg Rithmire and Gamze Yucaoglu
"The case opens in November 2019 as Eyad Alkassar and Mahmoud Fouz, co-founders of Iran’s first and leading ride-hailing platform, Snapp, find out about Apple’s and Google’s decision to remove all Iranian apps from their respective application stores.
The case... View Details
The case... View Details
- January 2021 (Revised March 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...
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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;
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
- January 2021
- Case
Digital Transformation 2.0: CEO Elie Girard at Atos
By: Tsedal Neeley and James Barnett
Elie Girard has taken the helm as CEO of Atos—multinational IT giant—to lead the company into the next era of digital transformation. Noticing that customers’ digital needs were evolving to become even more specialized and global in scope, he made a bold first step as...
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- December 2020
- Case
Urban Company
Urban Company is an India-based market platform that helps customers book home services and at home beauty services. The company differentiated itself by investing heavily in building customer trust. Rather than merely positioning itself as a lead generating...
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- December 2020 (Revised February 2021)
- Case
Kerry Group: Inspiring Food, Nourishing Life
By: Forest L. Reinhardt, José B. Alvarez, Damien McLoughlin, Tonia Labruyere and Tonia Junker
The Irish company Kerry Group, one of the leading global players in the taste and nutrition industry, wants to ensure its future growth in developing and developed markets. Founded in 1972 as a dairy cooperative, it had grown into a provider of taste and nutrition...
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- 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...
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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
- 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...
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- 2020
- Working Paper
Social Influence in the COVID-19 Pandemic: Community Establishments’ Closure Decisions Follow Those of Nearby Chain Establishments
By: Abhishek Nagaraj, Mathijs de Vaan, Saqib Mumtaz and Sameer Srivastava
As conveners that bring various stakeholders into the same physical space, firms can powerfully influence the course of pandemics such as COVID-19. Even when operating under government orders and health guidelines, firms have considerable discretion to keep their...
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- October 2020 (Revised October 2020)
- Case
Union Square Hospitality Group: Hospitality Included
By: Peter Boumgarden, Ryan W. Buell, Lamar Pierce and Richard Ryffel
In 2015, Union Square Hospitality Group (USHG), helmed by famous restauranteur Danny Meyer, sent shockwaves through the restaurant industry by announcing the end of tipping in its restaurants. Under its new policy, Hospitality Included (HI), USHG would charge higher...
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- October 2020 (Revised March 2021)
- Supplement
Migros Turkey: Scaling Online Operations During COVID-19 (C)
By: Antonio Moreno and Gamze Yucaoglu
The case opens in August 2020 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are navigating Migros through COVID-19 and the unprecedented...
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Keywords:
Business Model;
Strategy;
Technology Platform;
Information Technology;
Technology Adoption;
Value Creation;
Globalization;
Competition;
Expansion;
Logistics;
Profit;
Resource Allocation;
Diversification;
Corporate Strategy;
Crisis Management;
Health Pandemics;
Strategic Planning;
Food And Beverage Industry;
Turkey
- September 2020 (Revised March 2021)
- Exercise
Artea: Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
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 A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The...
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Keywords:
Algorithmic Data;
Race And Ethnicity;
Experimentation;
Promotion;
＂marketing Analytics＂;
Marketing And Society;
Big Data;
Privacy;
Data-driven Management;
Data Analytics;
Data Analysis;
E-commerce;
E-commerce Strategy;
Discrimination;
Targeted Advertising;
Targeted Policies;
Targeting;
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;
Retail Industry;
Apparel And Accessories Industry;
United States
- September 2020
- Exercise
Artea (B): Including Customer-level Demographic Data
By: Eva Ascarza and Ayelet Israeli
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 A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The...
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- September 2020
- Exercise
Artea (C): Potential Discrimination through Algorithmic Targeting
By: Eva Ascarza and Ayelet Israeli
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 A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The...
View Details