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The customer rewards cards that clutter wallets and clog key chains of many a shopper may soon be no more, as retailers move from physical to digital...
There are three ways to differentiate in retailing: location, location, and location. The problem is that as markets mature, location becomes less...
- 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
- 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
- March 2019
- Case
HOPI: Turkey's Shopping Companion
By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer...
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- Fall 2018
- Article
The Value of Fit Information in Online Retail: Evidence from a Randomized Field Experiment
By: Santiago Gallino and Antonio Moreno
Online channels generate frictions when selling products with nondigital attributes, such as apparel. Customers may be reluctant to purchase products they have not been able to try on, and those customers who do purchase may return products when they do not fit as...
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- August 2018
- Case
Garanti Payment Systems: Digital Transformation Strategy (A)
By: Shelle M. Santana and Esel Çekin
Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already...
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Keywords:
Loyalty Program;
Campaign Management;
Campaign Enrollment;
Branding;
Customer Acquisition;
Regulations;
Regulatory Changes;
Bank;
Retail Banks;
Banking;
Credit Card;
Payment Systems;
Installment;
Mobile App;
Call Center;
Data Analytics;
Digital Transformation;
Digital Technology;
Banks and Banking;
Business Subsidiaries;
Mobile Technology;
Credit Cards;
Brands and Branding;
Governing Rules, Regulations, and Reforms;
Decision Choices and Conditions;
Financial Services Industry
- August 2018
- Supplement
Garanti Payment Systems: Digital Transformation Strategy (B)
By: Shelle M. Santana and Esel Çekin
Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage...
View Details
Keywords:
Loyalty Programs;
Campaign Management;
Campaign Enrollment;
Branding;
Customer Acquisition;
Regulations;
Regulatory Changes;
Bank;
Retail Bank;
Banking;
Payment Systems;
Installment;
Mobile App;
Call Center;
Data Analytics;
Digital Transformation;
Digital;
Technology;
Banks and Banking;
Business Subsidiaries;
Mobile Technology;
Credit Cards;
Brands and Branding;
Governing Rules, Regulations, and Reforms;
Decision Choices and Conditions
- June 2018 (Revised January 2019)
- Case
Membership Rewards® from American Express
By: Shelle Santana, Frances X. Frei and Lauren G. Pickle
Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem “points” based on...
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- June 2017 (Revised May 2018)
- Supplement
Hilti Fleet Management Video Supplements
By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
This case explores the introduction of fleet management in the construction industry by the premium power tools manufacturer Hilti in 2000. Following its customers’ needs, Hilti moved from selling power tools to leasing them as a service. The introduction of the new...
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Keywords:
Hilti;
Business Model Innovation;
Fleet Management;
Decision-making;
Implementation;
Power Tools Industry;
Europe;
Switzerland;
Liechtenstein;
Business Model;
Restructuring;
Transformation;
Transition;
Customer Value and Value Chain;
Construction;
Leasing;
Strategy;
Decision Making;
Construction Industry;
Switzerland;
Liechtenstein;
Germany;
Austria;
Europe;
United States;
Asia;
Brazil;
China;
Latin America;
North America;
Africa;
Japan;
Hong Kong
- May 2017 (Revised September 2018)
- Case
Hilti Fleet Management (A): Turning a Successful Business Model on Its Head
By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
This case explores the introduction of fleet management in the construction industry by the premium power tools manufacturer Hilti in 2000. Following its customers’ needs, Hilti moved from selling power tools to leasing them as a service. The introduction of the new...
View Details
Keywords:
Hilti;
Business Model Innovation;
BMI;
Fleet Management;
Decision-making;
Implementation;
Power Tools Industry;
Business Model;
Restructuring;
Transformation;
Transition;
Customer Value and Value Chain;
Customer Focus and Relationships;
Construction;
Innovation and Invention;
Leasing;
Strategy;
Decision Making;
Construction Industry;
Switzerland;
Liechtenstein;
Germany;
Austria;
Europe;
United States;
Asia;
Brazil;
China;
Japan;
Hong Kong
- May 2017
- Teaching Note
Hilti Fleet Management (A) and (B)
By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
These notes are meant to accompany Hilti Fleet Management (A): Turning a Successful Business Model on Its Head (717-427) and Hilti Fleet Management (B): Towards a New Business Model (717-465).
This case explores the introduction of fleet management in the... View Details
This case explores the introduction of fleet management in the... View Details
Keywords:
Hilti;
Business Model Innovation;
BMI;
Fleet Management;
Decision-making;
Implementation;
Power Tools Industry;
Europe;
Switzerland;
Liechtenstein;
Business Model;
Restructuring;
Transformation;
Transition;
Customer Value and Value Chain;
Customer Focus and Relationships;
Construction;
Innovation and Invention;
Leasing;
Strategy;
Decision Making;
Growth Management;
Construction Industry;
Switzerland;
Liechtenstein;
Germany;
Austria;
Europe;
United States;
Asia;
Brazil;
China;
Latin America;
Africa;
Japan;
Hong Kong;
France;
Italy;
Spain
- June 2016
- Teaching Note
Relating to Peapod
By: Jill Avery and Susan Fournier
This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the...
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- May 2016
- Case
OPET: Precision Marketing in Uncertain Times
By: Rajiv Lal, Esel Çekin and Eren Kuzucu
During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in...
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- June 2015 (Revised May 2017)
- Case
LOYAL3: Own What You Love™
By: Luis M. Viceira and Allison M. Ciechanover
This case features San Francisco–based financial technology startup, LOYAL3. Founded in 2008, the company seeks to disrupt the capital markets and democratize access to those markets for retail investors. By the fall of 2014, LOYAL3 had three products. In the first,...
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- April 2014 (Revised June 2014)
- Case
Wawa Inc.
By: Blythe J. McGarvie, Dennis Campbell and Kristin Stack
Retailing requires attention to detail and customer and employee loyalty. Wawa is a 50-year old food retailer with almost a cult-like following. With $9 billion in revenues, Wawa is the 50th largest privately-held company in the US. Learn how they have accomplished...
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- 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–October 2013
- Article
The Role of Organizational Scope and Governance in Strengthening Private Monitoring
By: Lamar Pierce and Michael W. Toffel
Governments and other organizations often outsource activities to achieve cost savings from market competition. Yet such benefits are often accompanied by poor quality resulting from moral hazard, which can be particularly onerous when outsourcing the monitoring and...
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Keywords:
Crime and Corruption;
Decision Choices and Conditions;
Corporate Accountability;
Governance Compliance;
Policy;
Management Practices and Processes;
Demand and Consumers;
Market Design;
Market Entry and Exit;
Market Transactions;
Service Delivery;
Service Operations;
Business Processes;
Organizational Structure;
Performance Effectiveness;
Performance Expectations;
Practice;
Transportation;
Transportation Industry;
Service Industry;
United States;
New York (state, US)
- June 2013
- Case
Olympic Rent-A-Car U.S.: Customer Loyalty Battles
By: John Deighton and James T. Kindley
The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates...
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- June 2013
- Teaching Note
Olympic Rent-A-Car U.S.: Customer Loyalty Battles (Brief Case)
By: John Deighton and James T. Kindley
- June 2013
- Supplement
Olympic Rent-A-Car U.S.: Customer Loyalty Battles, Spreadsheet for Instructors (Brief Case)
By: John Deighton and James T. Kindley
- February 2013 (Revised March 2013)
- Case
Agero: Enhancing Capabilities for Customers
By: Robert Simons and Natalie Kindred
This case illustrates the importance of choosing a primary customer as the basis for organization design. Cross Country Group managers adjusted resource allocation, organization design and performance measures over time to transform Cross Country Group from an... View Details
Keywords:
Entrepreneurial Management;
Entrepreneurial Gap;
Entrepreneurship;
Auto Industry;
Insurance;
Performance Management;
Performance Measurement;
Performance Measures;
Performance Pressure;
Decisions;
Family Business;
Resource Allocation;
Organizational Design;
Customer Focus and Relationships;
Performance Evaluation;
Growth and Development Strategy;
Service Industry