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      • Faculty Publications  (1,053)

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      • 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.
      • May 2023
      • Case

      America’s Budget Impasse, 2009-2023

      By: Richard Vietor
      In May of 2023, President Biden faced a crisis of debt. The debt ceiling was about to be breached, while House Republicans demanded cuts of $3.5 trillion if they were to raise the ceiling. President Biden refused. The case consists of excerpts from the President...  View Details
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      Vietor, Richard. "America’s Budget Impasse, 2009-2023." Harvard Business School Case 723-063, May 2023.
      • 2023
      • Working Paper

      El Dorado Lost: Local Elites, Real Estate and the Education Business in China

      By: Geoffrey Jones and Yuhai Wu
      This working paper examines the evolving, complex and multifaceted relationship between the real estate industry and the education sector in China. The current crises in the private education and real estate sectors caused by policy shifts reflect the inter-meshing of...  View Details
      Keywords: Business and Government Relations; Policy; Government and Politics; Economic Sectors; Education Industry; Real Estate Industry; China
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      Jones, Geoffrey, and Yuhai Wu. "El Dorado Lost: Local Elites, Real Estate and the Education Business in China." Harvard Business School Working Paper, No. 23-065, May 2023.
      • March 31, 2023
      • Article

      What Is the Optimal Pattern of a Customer Journey?

      By: Julian De Freitas
      Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with...  View Details
      Keywords: Consumer Behavior; Customers; Brands and Branding
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      De Freitas, Julian. "What Is the Optimal Pattern of a Customer Journey?" Harvard Business Review (website) (March 31, 2023).
      • March 2023
      • Supplement

      Halftime for Heidelberg

      By: Debora L. Spar
      The case follows President Rob Huntington as he seeks to find a viable way forward for Heidelberg University.
      Located in Tiffin, Ohio, Heidelberg is a small, private, four-year university. As with many similar institutions of higher education, it currently faces...  View Details
      Keywords: University; University Administration; University Endowment; Endowments; Brand Management; Higher Education; Strategic Planning; Brands and Branding; Education Industry; Ohio; United States
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      Spar, Debora L. "Halftime for Heidelberg." Harvard Business School Multimedia/Video Supplement 721-701, March 2023. (Click here to access this case.)
      • March 2023
      • Case

      Azenta Life Sciences: The Road to Transformation

      By: Gary P. Pisano and Catherine Piner
      When the Board brought Steve Schwartz in as President of Brooks Automation in 2010, they gave him a clear mission: strengthen the company’s core semiconductor equipment business and find a new industry to enter. Over the course of the next decade, Schwartz and the...  View Details
      Keywords: Transformation; Business and Shareholder Relations; Market Entry and Exit; Organizational Change and Adaptation; Segmentation; Technology Industry
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      Pisano, Gary P., and Catherine Piner. "Azenta Life Sciences: The Road to Transformation." Harvard Business School Case 623-066, March 2023.
      • 2022
      • Working Paper

      Differentiating on Diversity: How Disclosing Workforce Diversity Improves Brand Attitudes

      By: Maya Balakrishnan, Jimin Nam and Ryan W. Buell
      Companies are facing increased pressure to “walk the talk” on diversity, equity, and inclusion (DEI) in their operations. One specific call-to-action from stakeholders is the public disclosure of EEO-1s. Companies with 100+ employees are federally mandated to annually...  View Details
      Keywords: Consumer Behavior; Corporate Disclosure; Diversity; Employees; Perception
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      Balakrishnan, Maya, Jimin Nam, and Ryan W. Buell. "Differentiating on Diversity: How Disclosing Workforce Diversity Improves Brand Attitudes." Harvard Business School Working Paper, No. 23-053, August 2022.
      • March–April 2023
      • Article

      Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?

      By: Jill Avery and Marco Bertini
      How should a dollar store maintain its brand and price position in the marketplace in the face of rising inflation? Is holding a $1.00 price point still viable in today's marketplace? In this fictional case, managers face inflationary pressures and must decide whether...  View Details
      Keywords: Pricing; Pricing Strategy; Retailing; Discount Retailing; Discount Store; Marketing; Marketing Strategy; Brands and Branding; Inflation and Deflation; Retail Industry; United States
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      Avery, Jill, and Marco Bertini. "Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?" Harvard Business Review 101, no. 2 (March–April 2023): 140–144.
      • March 13, 2023
      • Article

      Sales Teams Need to Stop Focusing on the Customer Funnel

      By: Frank V. Cespedes
      Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking...  View Details
      Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior
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      Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023).
      • February 2023
      • Teaching Note

      Bangladesh: Into the Maelstrom

      By: Reshmaan Hussam, Sophus A. Reinert and Jaya Y. Wen
      In the fall of 2018, Rohima Begum considered her options as the small island, or “char,” on which her family’s house rested slowly but inescapably eroded into the mighty Brahmaputra River in northern Bangladesh. Should she move to another island or into the city on the...  View Details
      Keywords: Climate Change; Geographic Location; Bangladesh
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      Hussam, Reshmaan, Sophus A. Reinert, and Jaya Y. Wen. "Bangladesh: Into the Maelstrom." Harvard Business School Teaching Note 723-050, February 2023.
      • February 2023
      • Supplement

      The Swatch Group (B): Omega X Swatch

      By: Rohit Deshpandé and Daniela Beyersdorfer
      In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega’s most legendary watches. The launch created a frenzy among watch fans worldwide, with...  View Details
      Keywords: Marketing Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Europe; Switzerland
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      Deshpandé, Rohit, and Daniela Beyersdorfer. "The Swatch Group (B): Omega X Swatch." Harvard Business School Supplement 523-077, February 2023.
      • February 2023
      • Case

      Roblox: Virtual Commerce in the Metaverse

      By: Ayelet Israeli and Nicole Tempest Keller
      In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,...  View Details
      Keywords: Entertainment; Games, Gaming, and Gambling; Market Design; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Business Strategy; Economics; Economy; Economic Systems; Advertising; Advertising Campaigns; Digital Platforms; Markets; Price; Innovation and Management; Entertainment and Recreation Industry; Video Game Industry; Technology Industry; United States; California; North America; South America; Asia; Europe
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      Israeli, Ayelet, and Nicole Tempest Keller. "Roblox: Virtual Commerce in the Metaverse." Harvard Business School Case 523-028, February 2023.
      • February 2023
      • Case

      Seemore Meats & Veggies

      By: Lou Shipley, Patricia Favreau and Mel Martin
      Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets...  View Details
      Keywords: Sales; Food; Logistics; Entrepreneurship; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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      Shipley, Lou, Patricia Favreau, and Mel Martin. "Seemore Meats & Veggies." Harvard Business School Case 823-084, February 2023.
      • February 10, 2023
      • Article

      The Case for Having a Boring CEO

      By: Rosabeth Moss Kanter
      CEOs who avoid the cameras and minimize drama offer valuable leadership lessons. Their lifestyles aren’t splashed on the pages of magazines. They don’t speak out on every public issue, and their pronouncements are balanced and cautious. Sometimes when I name them as my...  View Details
      Keywords: CEO; Leadership; Company Management; Personal Brand; Reliability; Humility; Public Opinion
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      Kanter, Rosabeth Moss. "The Case for Having a Boring CEO." Wall Street Journal (online) (February 10, 2023).
      • January 2023
      • Case

      Velong: Rethinking 'Made in China'

      By: Krishna G. Palepu, Nancy Hua Dai and Billy Chan
      Velong is a supplier of kitchen equipment and backyard grills for major global brands and store brands of large western retailers. In light of the COVID-related disruptions to the global supply chains, and the evolving trade tensions between China and the Western...  View Details
      Keywords: Globalization; Supply Chain Management; Risk Management; Manufacturing Industry; China; India; Mexico; Turkey; Viet Nam
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      Palepu, Krishna G., Nancy Hua Dai, and Billy Chan. "Velong: Rethinking 'Made in China'." Harvard Business School Case 323-064, January 2023.
      • 2023
      • Working Paper

      Self-Preferencing at Amazon: Evidence from Search Rankings

      By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
      We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study...  View Details
      Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding; Consumer Products Industry
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      Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." NBER Working Paper Series, No. 30894, January 2023.
      • December 2022
      • Case

      The Magic of Marks & Spencer Food

      By: David E. Bell, Natalie Kindred and Damien McLoughlin
      Keywords: Brands and Branding; Food; Consumer Behavior; Product Development; Competition; Price; Inflation and Deflation; Trends; Growth and Development; Strategy; Retail Industry; Consumer Products Industry; Food and Beverage Industry; United Kingdom
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      Bell, David E., Natalie Kindred, and Damien McLoughlin. "The Magic of Marks & Spencer Food." Harvard Business School Case 523-080, December 2022.
      • December 2022 (Revised February 2023)
      • Case

      Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX

      By: Benjamin C. Esty and Daniel Fisher
      At 11:33am on May 24, 2022, an 18-year-old man from Uvalde, Texas walked into the Robb Elementary School carrying a semi-automatic "AR-15-style” rifle manufactured by Daniel Defense and killed 19 children and two adults. Three days later, Representative Carolyn Maloney...  View Details
      Keywords: Gun Violence; Gun Policy; Second Amendment; Legal Liability; Government Legislation; Marketing Strategy; Business or Company Management; Product Marketing; Ethics; Corporate Accountability; Corporate Social Responsibility and Impact; Moral Sensibility; Crime and Corruption; Governing Rules, Regulations, and Reforms; Manufacturing Industry; Advertising Industry; United States
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      Esty, Benjamin C., and Daniel Fisher. "Daniel Defense: Responding to the Shooting at the Robb Elementary School in Uvalde, TX." Harvard Business School Case 323-058, December 2022. (Revised February 2023.)
      • December 2022 (Revised January 2023)
      • Case

      Cann: High Hopes for Cannabis Infused Beverages

      By: Ayelet Israeli and Anne V. Wilson
      Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...  View Details
      Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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      Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
      • November 2022 (Revised March 2023)
      • Supplement

      JUUL and the Vaping Revolution: A 2022 Update

      By: Michael W. Toffel and Sarah Mehta
      This slide deck provides a brief update (2019-2022) on the rise and fall of JUUL Labs, the maker of the popular JUUL e-cigarette.  View Details
      Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Government Regulation; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Technology Industry; California
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      Toffel, Michael W., and Sarah Mehta. "JUUL and the Vaping Revolution: A 2022 Update." Harvard Business School PowerPoint Supplement 623-012, November 2022. (Revised March 2023.)
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