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      • September 2023
      • Case

      RightHand Robotics: Choosing the First Market

      By: Thomas R. Eisenmann and Stacy Straaberg
      In early 2015, RightHand Robotics’s (RHR) leadership faced several decisions in commercializing the startup’s robotic picking solution. RHR’s central product was the RightPick integrated robotic picking system which featured a robotic arm, a three-fingered robotic hand...  View Details
      Keywords: Business Startups; Market Entry and Exit; Product; Research and Development; Business Strategy; Commercialization; Information Infrastructure; Manufacturing Industry; Technology Industry; United States; Massachusetts
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      Eisenmann, Thomas R., and Stacy Straaberg. "RightHand Robotics: Choosing the First Market." Harvard Business School Case 824-006, September 2023.
      • August 2023
      • Case

      Reimagining Hindustan Unilever (A)

      By: Sunil Gupta and Rachna Tahilyani
      In the fall of 2019, the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, is wondering what to do about their experiments to digitize distribution. Despite three years of intense efforts, their apps to empower retailers...  View Details
      Keywords: Distribution; Decisions; Organizational Change And Adaptation; Experimentation; Transformation; Consumer Behavior; E-commerce; Competition; Performance; Business Strategy; Marketing; Digital Transformation; Digital Strategy; Leading Change; Consumer Products Industry; Asia; India
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      Gupta, Sunil, and Rachna Tahilyani. "Reimagining Hindustan Unilever (A)." Harvard Business School Case 524-020, August 2023.
      • August 2023
      • Supplement

      Reimagining Hindustan Unilever (B)

      By: Sunil Gupta and Rachna Tahilyani
      In April 2023, as the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, prepared to hand over the firm’s reins to his successor, he proudly reflected on the last decade. His quest to digitally transform HUL into an...  View Details
      Keywords: Distribution; Decisions; Organizational Change And Adaptation; Experimentation; Transformation; Consumer Behavior; E-commerce; Competition; Performance; Business Strategy; Marketing; Digital Transformation; Digital Strategy; Leading Change; Consumer Products Industry; Asia; India
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      Gupta, Sunil, and Rachna Tahilyani. "Reimagining Hindustan Unilever (B)." Harvard Business School Supplement 524-022, August 2023.
      • June 2023
      • Supplement

      Clash of Two Giants Simulation Exercise

      By: Feng Zhu and Marco Iansiti
      Many markets are organized around platforms that connect consumers with complementary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A...  View Details
      Keywords: Customer Acquisition; Network Effects; Platform Strategy; Technology Platform; Digital Platforms; Competitive Strategy
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      Zhu, Feng, and Marco Iansiti. "Clash of Two Giants Simulation Exercise." Harvard Business School PowerPoint Supplement 623-717, June 2023.
      • June 2023
      • Exercise

      Clash of Two Giants Simulation Exercise Instructions

      By: Feng Zhu and Marco Iansiti
      Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. ...  View Details
      Keywords: Platform Strategies; Network Effects; Technology Platform; Customer Acquisition
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      Zhu, Feng, and Marco Iansiti. "Clash of Two Giants Simulation Exercise Instructions." Harvard Business School Exercise 623-092, June 2023.
      • June 2023 (Revised August 2023)
      • Teaching Note

      Clash of Two Giants Simulation Exercise Teaching Note

      By: Feng Zhu
      Teaching Note for HBS Case No. 623-092. Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need...  View Details
      Keywords: Platform Strategy; Customer Acquisition; Network Effects; Technology Platform; Competitive Strategy
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      Zhu, Feng. "Clash of Two Giants Simulation Exercise Teaching Note." Harvard Business School Teaching Note 623-093, June 2023. (Revised August 2023.)
      • June 2023
      • Simulation

      Artea Dashboard and Targeting Policy Evaluation

      By: Ayelet Israeli and Eva Ascarza
      Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea...  View Details
      Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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      Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
      • May 2023
      • Teaching Note

      Away: Scaling a DTC Travel Brand

      By: Joseph B. Fuller and Jill Avery
      Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth...  View Details
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      Fuller, Joseph B., and Jill Avery. "Away: Scaling a DTC Travel Brand." Harvard Business School Teaching Note 523-109, May 2023.
      • March–April 2023
      • Article

      Market Segmentation Trees

      By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis
      Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market...  View Details
      Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing
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      Aouad, Ali, Adam Elmachtoub, Kris J. Ferreira, and Ryan McNellis. "Market Segmentation Trees." Manufacturing & Service Operations Management 25, no. 2 (March–April 2023): 648–667.
      • 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...  View Details
      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
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • January 2023 (Revised March 2023)
      • Case

      Digital Transformation at Tata Steel

      By: Krishna Palepu, Das Narayandas and Radhika Kak
      T.V. Narendran, CEO of Tata Steel, India’s oldest steel manufacturing firm, had taken concrete business and cultural transformation steps to future-ready the firm since taking over in 2013. He had deleveraged and instilled financial discipline, acquired new businesses,...  View Details
      Keywords: Digital Transformation; Digital Strategy; Change Management; Growth and Development Strategy; E-commerce; Steel Industry; Asia; India
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      Palepu, Krishna, Das Narayandas, and Radhika Kak. "Digital Transformation at Tata Steel." Harvard Business School Case 323-053, January 2023. (Revised March 2023.)
      • January 2023
      • Teaching Note

      Perfect Diary (完美日记)

      By: Shunyuan Zhang and Sunil Gupta
      Teaching Note for HBS Case No. 522-030.  View Details
      Keywords: Digital Marketing; E-commerce; E-Commerce Strategy; Marketing; Beauty and Cosmetics Industry; China
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      Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Teaching Note 523-082, January 2023.
      • Article

      Innovations in Retail Operations: Thirty Years of Lessons from Production and Operations Management

      By: Marshall Fisher and Ananth Raman
      We review papers published in Production and Operations Management (POM) during its thirty-year history that deal with retail operations issues with an empirical approach. The papers span a range of issues, from traditional ones like forecasting and inventory...  View Details
      Keywords: RFID; Innovation and Invention; Technology Adoption; Operations; E-commerce; Strategy; Retail Industry
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      Fisher, Marshall, and Ananth Raman. "Innovations in Retail Operations: Thirty Years of Lessons from Production and Operations Management." Special Issue on The 30th Anniversary Issue of Production and Operations Management edited by Subodha Kumar and Christopher S. Tang. Production and Operations Management 31, no. 12 (December 1, 2022): 4452–4461.
      • November 2022
      • Background Note

      The Future of E-Commerce: Lessons from the Livestream Wars in China

      By: Ayelet Israeli, Jeremy Yang and Billy Chan
      This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of...  View Details
      Keywords: Retail; Retailing; E-commerce; E-Commerce Strategy; Ecommerce; Channels Of Distribution; Marketing Communication; Livestream Commerce; Marketing; Marketing Channels; Marketing Strategy; Advertising; Brands and Branding; Media; Consumer Behavior; Social Media; Retail Industry; Consumer Products Industry; Advertising Industry; China; United States; United Kingdom
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      Israeli, Ayelet, Jeremy Yang, and Billy Chan. "The Future of E-Commerce: Lessons from the Livestream Wars in China." Harvard Business School Background Note 523-055, November 2022.
      • 2022
      • Working Paper

      Price Monitoring and Response: A Supply Side Characterization

      By: Ayelet Israeli and Eric Anderson
      With the growth of e-commerce and increasing price transparency, there has been tremendous interest in the adoption and competitive consequences of algorithmic pricing. A premise of algorithmic pricing is that firms monitor competitors' prices and then their pricing...  View Details
      Keywords: Algorithmic Pricing; Ecommerce; Price Monitoring; Price; Competition; Retail Industry
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      Israeli, Ayelet, and Eric Anderson. "Price Monitoring and Response: A Supply Side Characterization." Working Paper, October 2022.
      • 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...  View Details
      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; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Battery Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Distribution Industry; Electronics Industry; Food and Beverage Industry; United States
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      Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
      • 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...  View Details
      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; Retail Industry; Consumer Products Industry; Advertising Industry; United States
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      Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
      • July 2022
      • Case

      Yinglan Tan: Scaling a Venture Capital Firm in Southeast Asia

      By: Josh Lerner and Richard Zhu
      Yinglan Tan considered the future of his young Singapore-based venture capital firm. On the one hand, the intuition that was behind the initial creation of Insignia in 2017 had been proven correct. The venture capital market in Southeast Asia had grown rapidly, driven...  View Details
      Keywords: E-commerce; Scalability; Globalized Markets and Industries; Venture Capital; International Finance; Growth and Development; Expansion
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      Lerner, Josh, and Richard Zhu. "Yinglan Tan: Scaling a Venture Capital Firm in Southeast Asia." Harvard Business School Case 823-025, July 2022.
      • June 2022
      • Case

      Worten Portugal: Becoming a Digital Marketplace

      By: Antonio Moreno, Pedro Amorim and Tonia Labruyere
      With Amazon's entry into Portugal, Miguel Mota Freitas, CEO of Portuguese electronics chain Worten, is reflecting on their strategy of building a competitive marketplace.  View Details
      Keywords: Digital Transformation; Digital Strategy; Digital Platforms; Brands and Branding; E-commerce; Logistics; Service Delivery; Supply Chain; Competitive Strategy; Diversification; Consumer Products Industry; Electronics Industry; Retail Industry; Portugal; Spain
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      Moreno, Antonio, Pedro Amorim, and Tonia Labruyere. "Worten Portugal: Becoming a Digital Marketplace." Harvard Business School Case 622-062, June 2022.
      • 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...  View Details
      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
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
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