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- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to...
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Keywords:
Retail;
Retailing;
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Amazon;
Amazon.com;
Sales;
Digital Marketing;
Internet and the Web;
Business Model;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
- September 10, 2022
- Article
NFT Sales: Clearing the Market, Avoiding Gas Wars
By: Scott Duke Kominers and Tim Roughgarden
Instead of letting the market decide the price for their primary sale offerings, many NFT projects choose to initially sell their NFTs at prices below the market-clearing level. But what happens when market designers trade off efficiency for equity; or when demand far...
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- 2022
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Flora Feng, Shunyuan Zhang and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the...
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- August 2022
- Exercise
How Should Netflix Add an Ad-Supported Tier?
By: Elie Ofek and Olivier Toubia
In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture...
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- August 2022
- Exercise
Joy4Home Brands: Pricing Matters
By: Elie Ofek, Oded Koenigsberg and Marco Bertini
Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While...
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- August 2022
- Supplement
Zalora: Data-Driven Pricing Recommendations
By: Ayelet Israeli
This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the...
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Keywords:
Pricing;
Pricing Algorithms;
Dynamic Pricing;
Ecommerce;
Pricing Strategy;
Pricing And Revenue Management;
Apparel;
Singapore;
Startup;
Demand Estimation;
Data Analysis;
Data Analytics;
Exercise;
Price;
Internet and the Web;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Singapore
- 2022
- Working Paper
The Effect of Employee Lateness and Absenteeism on Store Performance
By: Caleb Kwon and Ananth Raman
We empirically analyze the effects of employee lateness and absenteeism on store performance by examining 25.5 million employee shift timecards covering more than 100,000 employees across more than 500 U.S. retail grocery store locations over a four year time period....
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- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...
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Keywords:
Advertisers;
Advertising Media;
Media And Broadcasting Industry;
Retail;
Retail Analytics;
Retail Promotion;
Retailing;
Ecommerce;
E-Commerce Strategy;
E-commerce;
Marketing Communication;
Targeting;
Targeted Advertising;
Targeted Marketing;
Advertising;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Media;
Marketing Channels;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
- August 2022
- Case
SuperRare: Turning an NFT Marketplace into a DAO
By: Jeffrey J. Bussgang, Scott Duke Kominers and Amy Klopfenstein
In June 2021, John Crain and Jonathan Perkins, the founders of SuperRare, a marketplace for non-fungible tokens (NFTs), contemplate whether to transform their company into a decentralized autonomous organization (DAO). Crain and Perkins founded SuperRare in 2018 to...
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Keywords:
Arts;
Governance;
Governance Controls;
Governing Rules, Regulations, and Reforms;
Information Technology;
Technology Adoption;
Internet and the Web;
Digital Platforms;
Innovation and Invention;
Technological Innovation;
Disruptive Innovation;
Finance;
Currency;
Investment;
Markets;
Auctions;
Bids and Bidding;
Demand and Consumers;
Network Effects;
Market Design;
Market Transactions;
Market Timing;
Web Services Industry;
North and Central America;
United States
- 2022
- Working Paper
Buy Now, Pay Later Credit: User Characteristics and Effects on Spending Patterns
Firms offering "buy now, pay later" (BNPL) point-of-sale installment loans with minimal underwriting and low interest have captured a growing fraction of the market for short-term unsecured consumer credit. We provide a detailed look into the US BNPL market by...
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- 2022
- Working Paper
Consumer Demand with Social Influences: Evidence from an E-Commerce Platform
By: El Hadi Caoui, Chiara Farronato, John J. Horton and Robert Schultz
For some kinds of goods, rarity itself is valued. "Fashionable'" goods are demanded in part because they are unique. In this paper, we explore the economics of rare goods using auctions of limited-edition shoes held by an e-commerce platform. We model endogenous entry...
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- August 2022
- Article
Contract Duration and the Costs of Market Transactions
The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and...
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- 2022
- Working Paper
Ethical Risks of Autonomous Products: The Case of Mental Health Crises on AI Companion Applications
By: Julian De Freitas, Ahmet Kaan Uğuralp and Zeliha Uğuralp
Increasingly, some products do not merely automate some piece of our lives but act as
autonomous agents. When these technologies are not yet perfected, what are their risks? Here
we explore the case of AI companion apps. Although these apps are designed...
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- 2022
- Book
Purpose + Profit: How Business Can Lift Up the World
By: George Serafeim
The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.
We not only... View Details
We not only... View Details
- August 2022
- Case
Sian Flowers: Fresher by Sea?
By: Willy C. Shih, Michael W. Toffel and Pippa Tubman Armerding
The setting for this case is the Sian Flowers, a company headquartered in Kitengela, Kenya that exports roses to predominantly Europe. Because cut flowers have a limited shelf life and consumers want them to retain their appearance for as long as possible, Sian or its...
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- June 29, 2022
- Other Article
Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation
By: Michael Luca, Ginger Zhe Jin and Daniel Martin
Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy...
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- 2022
- Working Paper
Dynamic Pricing and Demand Volatility: Evidence from Restaurant Food Delivery
By: Alexander J. MacKay, Dennis Svartbäck and Anders G. Ekholm
Pricing technology that allows firms to rapidly adjust prices has two potential benefits. Prices can respond more rapidly to demand shocks, leading to higher revenues. On the other hand, time-varying prices can be used to smooth out demand across periods, reducing...
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- 2022
- Working Paper
Moral Thin-Slicing: How Snap Judgments Affect Online Sharing of Moral Content
By: Julian De Freitas and Alon Hafri
Consumers are exposed to a range of provocative moral transgressions online, as when consuming viral videos on social media or morally charged advertisements. Given limits on time and attention, consumers increasingly make moral evaluations in a few seconds or less,...
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Keywords:
Moral Judgement;
Thin Slices;
Social Media;
Fake News;
Misinformation;
Moral Sensibility;
Behavior;
News
- July 2022
- Case
boAt Lifestyle
By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales...
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