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Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
- March 2021
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
This case explores a radical new way of organizing a sales team to sell a SaaS product with tremendous organic growth. In 2019, Oliver Jay was head of global revenue and business development at Asana, a company whose namesake product was a work management software app...
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Keywords:
Saas;
Customer Journey;
Sales;
Salesforce Management;
Technology;
Software;
Technology Industry;
United States
- 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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- 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;
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
- July 2020
- Case
Driving Transformation at the Majid Al Futtaim Group
By: Suraj Srinivasan and Esel Çekin
The case opens with Alain Bejjani, CEO of Majid Al Futtaim (MAF) Holding, anticipating on the Group’s next phase in the multi-year transformation journey and reflecting on the initiatives he implemented to create the Group’s growth-oriented culture. Founded in 1995,...
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- March 2020
- Article
The Role of Numbers in the Customer Journey
By: Shelle Santana, Manoj Thomas and Vicki Morwitz
At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand...
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Keywords:
Numbers;
Heuristics;
Numerical Cognition;
Pricing;
Customer Journey;
Information;
Consumer Behavior
- January 2020
- Case
Banorte Móvil: Data-Driven Mobile Growth
By: Ayelet Israeli, Carla Larangeira and Mariana Cal
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had...
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- November 2019 (Revised February 2020)
- Case
Starbucks: Reaffirming Commitment to the Third Place Ideal
By: Francesca Gino, Katherine B. Coffman and Jeff Huizinga
On April 12, 2018, two African American entrepreneurs had scheduled a business meeting at a Starbucks in Philadelphia’s Rittenhouse Square neighborhood. They sat without ordering, waiting for a local businessman to show up for the meeting. The store manager called 911...
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- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
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- 2019
- Book
Operations in an Omnichannel World
By: Santiago Gallino and Antonio Moreno
The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in...
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- October 2019
- Case
Kaspi.kz IPO
By: Victoria Ivashina and Esel Çekin
This case follows Kaspi.kz, a private equity (Baring Vostok) co-owned retail bank in Central Asia that evolved into a fintech, payments and e-commerce company. It provides insights into private equity financing, portfolio company management, and initial public offering...
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- September 2019
- Teaching Note
Boxed
By: Laura Huang and Andy Wu
Boxed.com (“Boxed”) is an ambitious e-commerce retailer start-up, founded by visionary CEO Chieh Huang in 2013. From starting in Huang’s garage in 2013, to winning Emerging E-Retailer of the Year in 2016, to having 4 operational distribution centers in 2018, Boxed used...
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- 2019
- Working Paper
The Customer Journey as a Source of Information
By: Nicolas Padilla, Eva Ascarza and Oded Netzer
- April 2019
- Case
Boxed
By: Laura Huang, Andy Wu and Jiayi Bao
Boxed.com (“Boxed”) is an ambitious e-commerce retailer start-up, founded by visionary CEO Chieh Huang in 2013. From starting in Huang’s garage in 2013, to winning Emerging E-Retailer of the Year in 2016, to having 4 operational distribution centers in 2018, Boxed used...
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- August 2018
- Teaching Note
Magpie: Developing and Using Buyer Personas
Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect...
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- November 2017 (Revised July 2018)
- Case
Royal Philips: Designing Toward Profound Change
By: Srikant M. Datar, Rajiv Lal and Caitlin N. Bowler
This case explores Royal Philips CEO Frans van Houten's bold use of design research to inform a critical strategic decision: Should Philips leave its storied lighting business behind in favor of complete focus on health technology and consumer lifestyle products?...
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- October 2017 (Revised July 2018)
- Case
Data Science at Target
By: Srikant M. Datar and Caitlin N. Bowler
Paritosh Desai joined Target.com in 2013 as VP of Business Intelligence, Analytics & Testing to explore how the retailer could use its relatively small but thriving e-commerce arm to drive sales and win customers. The case explores the technological and organizational...
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- June 2017 (Revised October 2017)
- Case
Becton Dickinson: Innovation and Growth (A)
By: Raffaella Sadun, Michael Beer and James Weber
In late 2015, CEO Vince Forlenza was reviewing Becton Dickinson’s transformation efforts designed to enable the company to innovate and grow in a changing environment. Becton Dickinson had been a successful medical device company for over 100 years. In recent years,...
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Keywords:
Transformation;
Change Management;
Innovation Leadership;
Mergers and Acquisitions;
Organizational Change and Adaptation;
Organizational Culture;
Organizational Design;
Strategy;
Growth and Development Strategy;
Medical Devices and Supplies Industry;
Health Industry;
Manufacturing Industry;
United States
- June 2014
- Case
Starbucks Coffee Company: Transformation and Renewal
By: Nancy F. Koehn, Kelly McNamara, Nora N. Khan and Elizabeth Legris
Starbucks Coffee Company: Transformation and Renewal analyzes the turnaround and reconstruction of Starbucks Coffee Company from 2008 to 2014 as led by CEO and co-founder Howard Schultz. The case offers executives and students an opportunity to examine in depth how... View Details
Keywords:
Howard Schultz;
Starbucks;
Transformation;
Turnaround;
Change;
Decision Making;
Entrepreneurship;
Growth and Development;
Leadership;
Organizations;
Problems and Challenges;
Risk and Uncertainty;
Strategy;
Value;
Consumer Products Industry;
Food and Beverage Industry;
Retail Industry;
North and Central America;
Europe;
Asia;
South America;
Middle East;
Latin America
- September 2013
- Teaching Note
Gary Hirshberg and Stonyfield Farm
By: Nancy F. Koehn and Nora N. Khan
Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment and sustainability. A former... View Details
- September 2013
- Exercise
An Exercise in Designing a Travel Coffee Mug
By: Elie Ofek and Michael Norris
In recent years design has emerged as a critical factor in the success of many new products. This case exercise provides a hands-on way to experience the design process and offers a structured approach for incorporating key considerations that can aid in effective...
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