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A review of selected key concepts that are useful for understanding customers. The importance of understanding customers is also discussed, along...
At Zipcar, customers share the use of cars and, as a result, rely on each other for their service experience. Customers are required to keep the car...
- July 2021
- Article
Information Transparency, Multihoming, and Platform Competition: A Natural Experiment in the Daily Deals Market
By: Hui Li and Feng Zhu
Platform competition is shaped by the likelihood of multi-homing (i.e., complementors or consumers adopt more than one platform). To take advantage of multi-homing, platform firms often attempt to motivate their rivals’ high-performing complementors to adopt their own...
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- 2021
- Working Paper
Risk Sensitivity or Social Signaling? Unmasking Behaviors 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 the spread of the coronavirus. Why did people comply, or not, while shopping in 2020? Do these motivations relate to their shopping...
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Keywords:
Social Perception
- June 23, 2021
- Article
Research: When A/B Testing Doesn't Tell You the Whole Story
By: Eva Ascarza
When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While...
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Keywords:
Customer Retention;
Churn;
Targeting;
Market Research;
Marketing;
Investment Return;
Customers;
Retention;
Research
- May 2021
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
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;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
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;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch...
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Keywords:
Marketing;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Markets;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Market Design;
Distribution;
Distribution Channels;
Product;
Product Design;
Product Development;
Business Model;
Customers;
Customer Value and Value Chain;
Decision Making;
Decisions;
Goods and Commodities;
Innovation and Invention;
Technological Innovation;
Business or Company Management;
Growth and Development Strategy;
Research;
Research and Development;
Strategy;
Adoption;
Competitive Advantage;
Segmentation;
Technology;
Hardware;
Value;
Value Creation;
Food and Beverage Industry;
Consumer Products Industry;
North and Central America;
United States
- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords:
Retail;
Retail Analytics;
Consumer;
Pandemic;
COVID;
COVID-19;
Apparel;
Ecommerce;
E-commerce;
Online Shopping;
Online Apparel;
Online Sales;
Returns;
CRM;
Customer Retention;
Customer Experience;
Customer Value;
Digital;
Customer Focus and Relationships;
Customers;
Health Pandemics;
Consumer Behavior;
Customer Relationship Management;
Online Technology;
Behavior;
Retail Industry;
Apparel and Accessories Industry;
Technology Industry;
United States;
United Kingdom
- March 2021
- Article
Last Place Aversion in Queues
By: Ryan W. Buell
This paper documents the effects of last place aversion in queues and its implications for customer experiences and behaviors as well as for operating performance. An observational analysis of customers queuing at a grocery store, and four online studies in which...
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- February 2021
- Background Note
Jobs to Be Done: A Toolbox
By: Derek C. M. van Bever, Bob Moesta, Iuliana Mogosanu, Shaye Roseman and Katie Zandbergen
The Jobs to Be Done methodology is both a theory and a practical approach for understanding customer behavior and why people make the choices they make. Many practitioners, whether they work for startups or incumbent businesses, find Jobs to Be Done useful because it...
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- February 2021 (Revised April 2021)
- Case
Marvin: A Personalized Telehealth Approach to Mental Health
By: Regina E. Herzlinger, Thomas Arsenault, Julia Kelley, Carin-Isabel Knoop, Andrew Nguyen and Eshani Sharma
More than one third of Americans were said to suffer some type of behavioral health ailment at some point in their lifetime, with many people requiring chronic therapy or intervention. Despite significant clinical needs, access to reliable treatment has been difficult...
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- February 2021 (Revised May 2021)
- Case
SafeGraph: Selling Data as a Service
By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on...
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- February 2021
- Tutorial
What are Agile Teams?
By: Tsedal Neeley
This video explores the elements that constitute agile teams. From its history in the "Agile Manifesto," this philosophy for organizational behavior prioritizes working software over comprehensive documentation, customer collaboration over contract negotiation, and...
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- February 2021 (Revised March 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...
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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)
- 2021
- Working Paper
Harbinger Categories
By: Eric Anderson, Chaoqun Chen, Ayelet Israeli and Duncan Simester
Past spending by a customer is generally a positive signal of future spending at the same retailer. We show that there exist “Harbinger Categories” for which the reverse is true. The more purchases customers make in these categories, the less likely these customers are...
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- 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...
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- January 2021 (Revised May 2021)
- Case
Ocado Group: Ready for the Future
By: José B. Alvarez, Damien McLoughlin and Natalie Kindred
Keywords:
Growth and Development;
Innovation and Invention;
Innovation and Management;
Innovation Strategy;
Innovation Leadership;
Strategy;
Disruption;
Disruptive Innovation;
Online Technology;
Consumer Behavior;
Crisis Management;
Customer Value and Value Chain;
Food and Beverage Industry;
Retail Industry;
Consumer Products Industry;
Agriculture and Agribusiness Industry;
Technology Industry;
United Kingdom;
United States;
Europe
- 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...
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;
Big Data;
Preference Elicitation;
Preference Prediction;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
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;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Fashion Industry;
Retail Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
- October 5, 2020
- Editorial
Robots Save Us Time—But Do They Make Us Happier?
By: A.V. Whillans, Emanuel de Bellis, Fabian Nindl and Tobias Schlager
Autonomous products such as robotic vacuum cleaners, lawn mowers, and playmates for our pets are meant to improve people’s lives—but do they actually make consumers happier? The authors share the results of recent research which found that owning autonomous products...
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- September 2020
- Case
Walmart Health: Scaling During a Pandemic
By: Robert S. Huckman, Yoonjin Min and Marissa Thiel
Amidst the onset of COVID-19 pandemic in the United States, Marcus Obsborne, Vice President for Health and Wellness Transformation at Walmart was planning to scale its new health care clinic business, Walmart Health, to additional locations in Georgia and beyond....
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- September 2020
- Case
Uber at a Crossroads (2017)
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes the history of Uber, its business model—including the ways it differed from that of the traditional taxi industry—and its competition with Lyft. The case is set in 2017, a year in which Uber was plagued by even more scandals than usual, though its...
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Keywords:
Business Startups;
Business Model;
Customer Satisfaction;
Fairness;
Values and Beliefs;
Price;
Profit;
Revenue;
Investment;
Government Legislation;
Business History;
Compensation and Benefits;
Resignation and Termination;
Employment;
Wages;
Lawfulness;
Leadership Style;
Leading Change;
Management Style;
Market Entry and Exit;
Two-Sided Platforms;
Product Design;
Organizational Culture;
Problems and Challenges;
Attitudes;
Strategy;
Competitive Strategy;
Expansion;
Transportation Networks;
Mobile Technology;
Technology Platform;
Valuation;
Transportation Industry;
Technology Industry;
United States
- September 2020
- Case
Drinkworks: Home Bar by Keurig
By: Sunil Gupta, Jonathan Levav and Julia Kelley
In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an...
View Details
Keywords:
Marketing;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Markets;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Market Design;
Distribution;
Distribution Channels;
Product;
Product Design;
Product Development;
Business Model;
Customers;
Customer Value and Value Chain;
Decision Making;
Decisions;
Goods and Commodities;
Innovation and Invention;
Technological Innovation;
Business or Company Management;
Growth and Development Strategy;
Research;
Research and Development;
Strategy;
Adoption;
Competitive Advantage;
Segmentation;
Technology;
Hardware;
Value;
Value Creation;
Food and Beverage Industry;
Consumer Products Industry;
North and Central America;
United States