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- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation ＆ Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Food and Beverage Industry;
Media and Broadcasting Industry;
United States;
North America
- October 2022
- Article
A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts
By: Navid Mojir and K. Sudhir
The paper develops the first structural model of organizational buying to study innovation diffusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,...
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- April 2022
- Teaching Note
Tempur Sealy International (A, B & C)
By: Benjamin C. Esty and Daniel Fisher
Teaching Note for HBS Case Nos. 718-422, 718-423, and 718-424. The cases explore the long-term relationship between Tempur Sealy (TPX, a mattress manufacturer) and Mattress Firm (MFRM, a bedding retailer and TPX's largest customer). For almost 20 years, the firms...
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Keywords:
Porter's 5 Forces;
Bargaining Power;
Buyer Power;
Customer Power;
Supplier Power;
Negotiations;
Value Capture;
Private Equity;
Consumer Durables;
Consumer Discretionary;
Mattresses;
B-2-B;
Industry Dynamics;
Leadership;
Compensation;
Corporate Strategy;
Business Strategy;
Value Creation;
Competition;
Cooperation;
Distribution;
Negotiation;
Industry Structures;
Customers;
Relationships;
Distribution Industry;
Manufacturing Industry;
Retail Industry;
Consumer Products Industry;
United States;
South Africa
- 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...
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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
- 2021
- Chapter
Building Small Business Utopia: How Artificial Intelligence and Big Data Can Increase Small Business Success
By: Karen G. Mills and Annie Dang
Small business lending has remained unchanged for decades, laden with frictions and barriers that prevent many small businesses from accessing the capital they need to succeed. Financial technology, or “fintech,” promises to change this trajectory. In 2010, new fintech...
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- August 2021 (Revised March 2022)
- Case
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
By: Jill Avery and Rayan Nahas
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...
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Keywords:
Brand Management;
Virtual Reality;
Augmented Reality;
B2B;
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;
E-commerce;
Applications and Software;
Digital Platforms;
Advertising Industry;
United States
- 2021
- Book
The Power of Trust: How Companies Build It, Lose It, Regain It
By: Sandra J. Sucher and Shalene Gupta
Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees,...
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Keywords:
Power;
Corporate Culture;
Future Of Work;
Innovation;
Technology Strategy;
Automation;
Stakeholder Engagement;
Employee Attitude;
Customer Behavior;
Shareholder Value;
Government And Business;
Impact Investing;
Corporate Change And Sustainability;
Trust;
Power and Influence;
Globalization;
Leadership;
Organizational Culture;
Innovation and Invention;
Human Resources;
Information Technology;
Strategy;
Corporate Accountability;
Asia;
Europe;
South America;
Middle East;
North and Central America
- 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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Keywords:
Targeted Advertising;
Targeting;
Algorithmic Data;
Bias;
A/B Testing;
Experiment;
Advertising;
Gender;
Race;
Diversity;
Marketing;
Customer Relationship Management;
Prejudice and Bias;
Analytics and Data Science;
Retail Industry;
Apparel and Accessories Industry;
Technology Industry;
United States
- March 29, 2021
- Editorial
Research: A Little Recognition Can Provide a Big Morale Boost
By: Shibeal O'Flaherty, Michael Sanders and Ashley V. Whillans
As organizations large and small face the twin challenges of increasingly strained budgets and burned out workforces, what can managers do to keep employees engaged—without breaking the bank? In this piece, the authors share new research on the power of symbolic awards...
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- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own...
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Keywords:
Data Analytics;
Data Privacy;
Data Management;
＂Marketing Analytics＂;
Marketing Communication;
Marketing Research;
Data-driven Management;
E-Commerce Strategy;
Ethical Decision Making;
CRM;
Consumer Protection;
Targeted Advertising;
Targeted Policies;
Data Ownership;
Marketing;
Research;
Marketing Communications;
Analytics and Data Science;
Management;
Customer Relationship Management;
Ethics;
E-commerce;
Retail Industry;
Technology Industry;
United States
- 2020
- Book
Experimentation Works: The Surprising Power of Business Experiments
By: Stefan Thomke
Don’t fly blind. See how the power of experiments works for you. When it comes to improving customer experiences, trying out new business models, or developing new products, even the most experienced managers often get it wrong. They discover that intuition,...
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- Article
Seize the Power
By: Stefan Thomke
A company’s ability to create and refine its products, customer experiences, processes, and business models—in other words, to compete—is deeply affected by its ability to experiment. Digital giants such as Amazon, Facebook, Google, and Booking.com have found...
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- 2019
- Article
Overcoming Cultural Resistance to Open Source Innovation
By: John Winsor, Jin Hyun Paik, Michael Tushman and Karim R. Lakhani
Purpose: This article offers insight on how to effectively help incumbent organizations prepare for global business shifts to open source and digital business models.
Design/methodology/approach: Discussion related to observation, experience and case studies... View Details
Design/methodology/approach: Discussion related to observation, experience and case studies... View Details
- 2019
- Working Paper
From Know-It-Alls to Learn-It-Alls: Executive Development in the Era of Self-Refining Algorithms, Collaborative Filtering and Wearable Computing
By: Mihnea Moldoveanu and Das Narayandas
We examine the future of executive education on a technological and cultural landscape that is imminent but different to the one we are accustomed to. We show how the contextualization, socialization and personalization of learning—avowed but distal goals of current...
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- 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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Keywords:
Loyalty Programs;
Multi-vendor Platform;
Retail;
Big Data;
Customer Relationship Management;
Mobile and Wireless Technology;
Business Model;
Analytics and Data Science;
Competitive Strategy;
Decision Making;
Applications and Software;
Digital Platforms;
Technology Industry;
Retail Industry;
Turkey
- December 2018 (Revised January 2020)
- Case
Husk Power: Scaling the Venture
In January 2018, Manoj Sinha—founder and CEO of Husk Power—was contemplating raising $20 million to scale operations for a second time. From 2007 through 2013, Husk built 80 biomass waste plants that provided electricity to 250,000 villagers and shop owners spread...
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- July 2018 (Revised March 2019)
- Teaching Note
Hilti (A): Fleet Management?
By: Ramon Casadesus-Masanell and Jan Rivkin
This Teaching Note accompanies the case HBS No. 718-419, “Hilti (A): Fleet Management.” It provides guidelines for class discussion, as well as a board plan and transcripts of the associated videos, Hilti Fleet Management Video Supplements.
The associated case... View Details
The associated case... View Details
Keywords:
Business Model Innovation;
Total Customer Value;
Innovation;
Inventions;
Business Models;
Value Chains;
Transformations;
Focusing On Customers;
Business Model;
Restructuring;
Transformation;
Customer Value and Value Chain;
Decision Making;
Customer Focus and Relationships;
Customer Relationship Management;
Construction;
Innovation and Invention;
Leasing;
Strategy;
Liechtenstein;
Switzerland;
Europe
- May 2018 (Revised February 2019)
- Case
The Powers That Be (Internet Edition): Google, Apple, Facebook, Amazon, and Microsoft
By: Jeffrey F. Rayport, Julia Kelley and Nathaniel Schwalb
As of early 2018, five U.S. technology companies—Google, Apple, Facebook, Amazon, and Microsoft—were among the largest companies in the world. Similarly, three Chinese technology firms—Baidu, Alibaba, and Tencent, or BAT—had emerged as global players due in part to the...
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- September 2017 (Revised April 2022)
- Supplement
Tempur Sealy International (A)
By: Benjamin C. Esty
This case explores the long-term relationship between Tempur Sealy (TPX, a mattress manufacturer) and Mattress Firm (MFRM, a bedding retailer and TPX's largest customer). For almost 20 years, the firms enjoyed a mutually beneficial and commercially prosperous...
View Details
Keywords:
Porter's 5 Forces;
Bargaining Power;
Buyer Power;
Customer Power;
Supplier Power;
Negotiations;
Value Capture;
Private Equity;
Consumer Durables;
Consumer Discretionary;
Mattresses;
B-2-B;
Industry Dynamics;
Leadership;
Compensation;
Corporate Strategy;
Business Strategy;
Value Creation;
Competition;
Cooperation;
Distribution;
Negotiation;
Industry Structures;
Customers;
Relationships;
Distribution Industry;
Manufacturing Industry;
Retail Industry;
Consumer Products Industry;
United States;
South Africa
- September 2017 (Revised April 2022)
- Case
Tempur Sealy International (A)
By: Benjamin C. Esty and Lauren G. Pickle
This case explores the long-term relationship between Tempur Sealy (TPX, a mattress manufacturer) and Mattress Firm (MFRM, a bedding retailer and TPX's largest customer). For almost 20 years, the firms enjoyed a mutually beneficial and commercially prosperous...
View Details
Keywords:
Porter's 5 Forces;
Bargaining Power;
Buyer Power;
Customer Power;
Supplier Power;
Negotiations;
Value Capture;
Consumer Durables;
Consumer Discretionary;
Mattresses;
B-2-B;
Industry Dynamics;
Compensation;
Corporate Strategy;
Business Strategy;
Value Creation;
Competition;
Cooperation;
Private Equity;
Distribution;
Negotiation;
Industry Structures;
Customers;
Relationships;
Leadership;
Distribution Industry;
Manufacturing Industry;
Retail Industry;
Consumer Products Industry;
United States;
South Africa