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Publications

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    • All HBS Web  (1,246)
      • Faculty Publications  (31)

      E-commerce Strategy Remove E-commerce Strategy →

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      Vita: Cosmetics in the Nordics
      Walmart Update, 2019
      → Search All HBS Web
      • January 2021
      • Case

      Anodot: Autonomous Business Monitoring

      By: Antonio Moreno and Danielle Golan
      Autonomous business monitoring platform Anodot leveraged machine learning to providing real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product...  View Details
      Keywords: Technology Platform; Online Technology; Knowledge Sharing; Information Management; Sales; Value Creation; Product Positioning; Israel
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      Moreno, Antonio, and Danielle Golan. "Anodot: Autonomous Business Monitoring." Harvard Business School Case 621-084, January 2021.
      • January 2021 (Revised January 2021)
      • Case

      Jumia's Path to Profitability

      By: Ramon Casadesus-Masanell, Pippa Tubman Armerding and Gamze Yucaoglu
      The case opens in September 2019 as Sacha Poignonnec and Jeremy Hodara, co-founders and co-CEOs of Jumia, the leading Pan-African e-commerce platform, are contemplating the company’s path to profitability in the aftermath of a fragile investor sentiment, as the company...  View Details
      Keywords: Retail; Business Models; Business Model; Business Startups; Emerging Markets; For-profit Firms; strategy; Technology Platform; Information Technology; Technology Adoption; Value Creation; Globalization; Entrepreneurship; Competition; Expansion; Logistics; Profit; Resource Allocation; Diversification; Corporate strategy; Retail Industry; Technology Industry; Africa
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      Casadesus-Masanell, Ramon, Pippa Tubman Armerding, and Gamze Yucaoglu. "Jumia's Path to Profitability." Harvard Business School Case 721-355, January 2021. (Revised January 2021.)
      • July 2020
      • Case

      Amanda and Kristen: Mented Cosmetics

      By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
      The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community...  View Details
      Keywords: Brands And Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing strategy; Mission And Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; strategy; Supply Chain Management; Venture Capital; Advertising Industry; Public Relations Industry; Chemical Industry; Beauty And Cosmetics Industry; Manufacturing Industry; Retail Industry; North And Central America; United States; New York (city, Ny); New York (state, Us)
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      Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
      • November 2019 (Revised April 2020)
      • Case

      Away: Scaling a DTC Travel Brand

      By: Jill Avery and Joseph B. Fuller
      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 trajectories to maximize its potential? Three...  View Details
      Keywords: Brand Management; Dtc; E-commerce; Brand Extension; Lifestyle Brand; Customer Segmentation; Retailing; Scaling And Growth; Startup; Brands And Branding; Marketing; Marketing strategy; Marketing Channels; Entrepreneurship; Venture Capital; Consumer Behavior; Growth And Development strategy; Business Startups; Consumer Products Industry; Travel Industry; United States; North America
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      Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019. (Revised April 2020.)
      • 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...  View Details
      Keywords: E-commerce; Entrepreneurial Management; Business Startups; Leadership; strategy; Success; Retail Industry
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      Huang, Laura, and Andy Wu. "Boxed." Harvard Business School Teaching Note 720-399, September 2019.
      • 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...  View Details
      Keywords: E-commerce; Entrepreneurial Management; Business Startups; Leadership; strategy; Success; Retail Industry
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      Huang, Laura, Andy Wu, and Jiayi Bao. "Boxed." Harvard Business School Case 719-496, April 2019.
      • January 2019
      • Teaching Note

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Ayelet Israeli
      Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a...  View Details
      Keywords: Dtc; Direct To Consumer Marketing; Health Care; E-commerce; Mobile; Digital Marketing; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; Social Media; A/b Testing; Crm; Advertising; Marketing; Marketing Channels; Marketing strategy; Media; Brands And Branding; Marketing Communications; Online Advertising; Acquisition; Growth And Development strategy; Customer Focus And Relationships; Consumer Behavior
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      Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019.
      • August 2018 (Revised December 2020)
      • Case

      Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

      By: Jill Avery and Ayelet Israeli
      As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating...  View Details
      Keywords: Dtc; Direct To Consumer Marketing; Health Care; E-commerce; Mobile; Digital Marketing; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; Social Media; A/b Testing; Crm; Advertising; Marketing; Marketing Channels; Marketing strategy; Media; Brands And Branding; Marketing Communications; Online Advertising; Consumer Behavior; Acquisition; Growth And Development strategy; Customer Focus And Relationships; Health Industry; Consumer Products Industry; United States; North America; Europe
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      Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised December 2020.)
      • April 2018 (Revised November 2019)
      • Case

      JD: Envisioning the Future of Retail (A)

      By: Feng Zhu and Shirley Sun
      JD, China’s second largest e-commerce company by gross merchandise volume (GMV) after Alibaba, had expanded rapidly from 2012 to 2016. When the company celebrated its 13th birthday in 2017, Richard Liu, its founder, deliberated on the company’s growth strategies. The...  View Details
      Keywords: E-commerce; Growth And Development strategy; Competitive strategy; Retail Industry; China
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      Zhu, Feng, and Shirley Sun. "JD: Envisioning the Future of Retail (A)." Harvard Business School Case 618-051, April 2018. (Revised November 2019.)
      • October 2017 (Revised September 2018)
      • Supplement

      Jumia Nigeria: from Retail to Marketplace (B)

      By: Ramon Casadesus-Masanell and Namrata Arora
      This follow up case study explores the ramifications of Jumia's decision to move from a retail-led to a markplace business model for its e-commerce platform. The case visits the company's successes as well as its many failures when adopting this vendor-led strategy. ...  View Details
      Keywords: Retail; Marketplace; Inventory; Funding; Business Ecosystems; Business Ecosystem; Competition; Business Model; Globalization; Emerging Markets; Expansion; Logistics; Retail Industry; India; Nigeria; Africa
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      Casadesus-Masanell, Ramon, and Namrata Arora. "Jumia Nigeria: from Retail to Marketplace (B)." Harvard Business School Supplement 718-432, October 2017. (Revised September 2018.)
      • April 2017 (Revised October 2017)
      • Case

      Wal-Mart Update, 2017

      By: David B. Yoffie and Eric Baldwin
      In 2017 Wal-Mart was still the world’s largest company, with over $480 billion in annual revenue and operations in 28 countries. Although it had mostly vanquished its rival discount retailers in the U.S., it was struggling to find the right growth strategy. Facing a...  View Details
      Keywords: Corporate Strategy; Growth And Development Strategy; Competitive Strategy; E-commerce Strategy; strategy; Competitive strategy; Business Growth And Maturation; Growth And Development strategy; Global Range; Business strategy; Corporate strategy; Retail Industry
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      Yoffie, David B., and Eric Baldwin. "Wal-Mart Update, 2017." Harvard Business School Case 717-468, April 2017. (Revised October 2017.)
      • February 2017
      • Case

      Dick's Sporting Goods

      By: Rajiv Lal, Jose B. Alvarez and Matthew G. Preble
      Edward Stack, chairman and CEO of Dick’s Sporting Goods (DKS), faced a rapidly changing sporting goods landscape in October 2016. Two large competitors—The Sports Authority and Sport Chalet—had folded earlier that year, and DKS had to contend with increasingly robust...  View Details
      Keywords: Sporting Goods; Retail; E-commerce; Employees; Growth And Development strategy; Growth Management; Product Marketing; Demand And Consumers; Consumer Behavior; Product; Service Delivery; Service Operations; Partners And Partnerships; Business strategy; Competition; Corporate strategy; Expansion; Internet; Retail Industry; United States; Pennsylvania
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      Lal, Rajiv, Jose B. Alvarez, and Matthew G. Preble. "Dick's Sporting Goods." Harvard Business School Case 517-007, February 2017.
      • January 2017 (Revised November 2020)
      • Case

      Delivering the Goods at Shippo

      By: Jeffrey J. Bussgang, Jeffrey F. Rayport and Olivia Hull
      Laura Behrens Wu, CEO of software start-up Shippo, prepares her pitch for a Series A funding round following a successful seed round. Customer adoption of Shippo’s e-commerce dashboard application, which allows small and medium retailers to compare delivery rates...  View Details
      Keywords: Application Program Interface; Api; Api Strategy; Customer Cohorts; Churn; Retention; Entrepreneurship; Venture Capital; Business Startups; strategy; Transition; Customer Focus And Relationships; Technological Innovation; Organizational Change And Adaptation; Valuation; Shipping Industry; Technology Industry; Retail Industry; San Francisco; California; United States
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      Bussgang, Jeffrey J., Jeffrey F. Rayport, and Olivia Hull. "Delivering the Goods at Shippo." Harvard Business School Case 817-065, January 2017. (Revised November 2020.)
      • September 2016 (Revised February 2017)
      • Case

      MyTime

      By: Juliane Begenau and Robin Greenwood
      Ethan Anderson, the CEO of San Francisco–based e-commerce company MyTime, must decide on the company's growth strategy. MyTime’s first product was a website and mobile app that offered consumers a convenient way to book appointments with local merchants throughout the...  View Details
      Keywords: Customer Valuation; Discounted Cash Flow; Software; Valuation; Valuation Methodologies; Subscriber Models; Financial Management; Corporate Finance; Growth And Development strategy; Valuation; Information Technology Industry; North And Central America
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      Begenau, Juliane, and Robin Greenwood. "MyTime." Harvard Business School Case 217-026, September 2016. (Revised February 2017.)
      • March 2016
      • Case

      IC Group A/S

      By: John R. Wells and Gabriel Ellsworth
      IC Group owned several of Scandinavia's leading premium fashion brands. How should it respond to the decline of its primary wholesale distribution channels (independent fashion boutiques and department stores)? Should it open more physical stores or focus on...  View Details
      Keywords: Ic Group; Ic Companys; Carli Gry; Inwear; Mads Ryder; Niels Martinsen; Premium Fashion; Fast Fashion; Business Units; Business Divisions; Business Growth And Maturation; Business Model; Business Organization; For-profit Firms; Profit; Revenue; Multinational Firms And Management; Business History; Business Or Company Management; Acquisition; Growth And Development strategy; Brands And Branding; Distribution Channels; Organizational Design; Organizational Structure; Problems And Challenges; strategy; Product Positioning; Competition; Competitive strategy; Corporate strategy; Vertical Integration; Segmentation; Web Sites; Apparel And Accessories Industry; Fashion Industry; Retail Industry; Scandinavia; Denmark; Sweden; Norway
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      Wells, John R., and Gabriel Ellsworth. "IC Group A/S." Harvard Business School Case 716-446, March 2016.
      • July 2015
      • Case

      Vita: Cosmetics in the Nordics

      By: Das Narayandas, Krishna Palepu and Kerry Herman
      Vita is a Norwegian cosmetics retailer owned by FSN Capital, a Scandinavian private equity company. The company has a strong market position in Norway. The case focuses on two strategic issues: how to develop an e-commerce strategy to supplement the company's...  View Details
      Keywords: E-commerce Strategy; Norway; Cosmetics; Managing Under Private Equity Ownership; strategy; Private Equity; Internet; Growth And Development strategy; Beauty And Cosmetics Industry; Retail Industry; Norway
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      Narayandas, Das, Krishna Palepu, and Kerry Herman. "Vita: Cosmetics in the Nordics." Harvard Business School Case 516-013, July 2015.
      • November 2013 (Revised October 2015)
      • Case

      Valuing Yahoo! in 2013

      By: Luis M. Viceira and Atul Khosla
      In late July 2013, Danielle Engle, Managing Director of Clairemont Capital, was contemplating what to do about a large investment her fund had in the stock of Yahoo! Inc. In mid-2012, Clairemont had invested nearly $75M in Yahoo! after the tech company settled a highly...  View Details
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      Viceira, Luis M., and Atul Khosla. "Valuing Yahoo! in 2013." Harvard Business School Case 214-048, November 2013. (Revised October 2015.)
      • April 2012 (Revised October 2013)
      • Supplement

      eBay, Inc. and Amazon.com (B)

      By: Ramon Casadesus-Masanell and Anant Thaker
      A decade after BusinessWeek declared the competitive battle between eBay, Inc., and Amazon.com "a defining moment for e-commerce," Amazon established itself as the leader. eBay must decide what strategy to use in order to regain the upper hand: maintain its current...  View Details
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      Casadesus-Masanell, Ramon, and Anant Thaker. "eBay, Inc. and Amazon.com (B)." Harvard Business School Supplement 712-406, April 2012. (Revised October 2013.)
      • July 2007 (Revised September 2007)
      • Module Note

      Managing Networked Businesses: Summary Module

      By: Thomas R. Eisenmann
      Offers pedagogical guidance for instructors teaching the summary module of Managing Networked Businesses, an elective course described in "Managing Networked Businesses: Course Overview for Educators." Also describes how the module materials can be adapted for use in...  View Details
      Keywords: Networks; Business Organization
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      Eisenmann, Thomas R. "Managing Networked Businesses: Summary Module." Harvard Business School Module Note 808-003, July 2007. (Revised September 2007.)
      • December 2000
      • Background Note

      Online Portals

      By: Thomas R. Eisenmann and Sanjay Pothen
      Describes the online portal business model. Analyzes the model, focusing on the tactics used to acquire new users, turn new users into repeat visitors, and monetize user traffic. Explains portals' revenue and cost drivers and their implications for pursuing aggressive...  View Details
      Keywords: Business Model; Web Services Industry
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      Eisenmann, Thomas R., and Sanjay Pothen. "Online Portals." Harvard Business School Background Note 801-305, December 2000.
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