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All HBS Web
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- Faculty Publications (147)
- July 2021 (Revised February 2022)
- Case
Mary Kay Inc.: Enriching Women's Lives while Embracing Change
By: Elie Ofek, K. Shelette Stewart and Julia Kelley
In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...
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Keywords:
Advertising Campaigns;
Demographics;
Marketing;
Brands and Branding;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Product Positioning;
Social Marketing;
Salesforce Management;
Organizations;
Mission and Purpose;
Organizational Change and Adaptation;
Innovation and Invention;
Innovation Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Beauty and Cosmetics Industry;
North and Central America;
United States;
Europe;
Asia;
Texas
Ofek, Elie, K. Shelette Stewart, and Julia Kelley. "Mary Kay Inc.: Enriching Women's Lives while Embracing Change." Harvard Business School Case 522-004, July 2021. (Revised February 2022.)
- March 2021
- Supplement
Sky Deutschland Analysis: Results
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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- March 2021
- Case
Sky Deutschland - Bidding for Sports Rights (A)
By: Felix Oberholzer-Gee, Sascha L. Schmidt, Renate Imoberdorf and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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Keywords:
Sports;
Entertainment;
Television Entertainment;
Intellectual Property;
Auctions;
Bids and Bidding;
Sports Industry;
Media and Broadcasting Industry;
Germany
Oberholzer-Gee, Felix, Sascha L. Schmidt, Renate Imoberdorf, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (A)." Harvard Business School Case 721-440, March 2021.
- March 2021
- Supplement
Sky Deutschland - Bidding for Sports Rights (B)
By: Felix Oberholzer-Gee, Sascha L. Schmidt and Sebastian Koppers
Carsten Schmidt, CEO of Sky Deutschland, needs to prepare for the auction of German soccer rights. Much was at stake. Not only was soccer the most widely watched sport in Germany, the company had long advertised that only Sky showed “every game, every goal.” In...
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Keywords:
Sports;
Entertainment;
Television Entertainment;
Intellectual Property;
Auctions;
Bids and Bidding;
Sports Industry;
Media and Broadcasting Industry;
Germany
Oberholzer-Gee, Felix, Sascha L. Schmidt, and Sebastian Koppers. "Sky Deutschland - Bidding for Sports Rights (B)." Harvard Business School Supplement 721-441, March 2021.
- February 2021 (Revised May 2021)
- Case
SafeGraph: Selling Data as a Service
By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on...
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Keywords:
Data As A Service;
Monetization;
Pricing;
Business Startups;
Analytics and Data Science;
Consumer Behavior;
Analysis;
Business Model;
Health Pandemics;
Information Industry;
United States
Nanda, Ramana, Abhishek Nagaraj, and Allison Ciechanover. "SafeGraph: Selling Data as a Service." Harvard Business School Case 821-082, February 2021. (Revised May 2021.)
- 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
Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
- 2023
- Working Paper
Personalized Game Design for Improved User Retention and Monetization in Freemium Games
By: Eva Ascarza, Oded Netzer and Julian Runge
One of the most crucial aspects and significant levers that gaming companies possess in designing
digital games is setting the level of difficulty, which essentially regulates the user’s ability to
progress within the game. This aspect is particularly significant in...
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Keywords:
Freemium;
Retention/churn;
Field Experiment;
Field Experiments;
Gaming;
Gaming Industry;
Mobile App;
Mobile App Industry;
Monetization;
Monetization Strategy;
Games, Gaming, and Gambling;
Mobile and Wireless Technology;
Customers;
Retention;
Product Design;
Strategy
Ascarza, Eva, Oded Netzer, and Julian Runge. "Personalized Game Design for Improved User Retention and Monetization in Freemium Games." Harvard Business School Working Paper, No. 21-062, November 2020. (Revised December 2023.)
- June 2020
- Teaching Note
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael Beverland
Detroit, Michigan, aka “The Motor City,” is known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music. It is...
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- May 2020 (Revised July 2022)
- Case
Brand Storytelling at Shinola
By: Jill Avery, Giana M. Eckhardt and Michael B. Beverland
Detroit, Michigan, aka “The Motor City,” is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the rich history of the industrial age, the pride of American manufacturing, and of the soulful sounds of Motown music....
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Keywords:
Marketing;
Brands and Branding;
Marketing Communications;
Advertising;
Luxury;
Consumer Products Industry;
Apparel and Accessories Industry;
Retail Industry;
Detroit;
United States;
North America
Avery, Jill, Giana M. Eckhardt, and Michael B. Beverland. "Brand Storytelling at Shinola." Harvard Business School Case 520-102, May 2020. (Revised July 2022.)
- May 2020 (Revised December 2022)
- Case
Soofa: Displaying the Right Path?
By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal
In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and...
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Keywords:
Business Ventures;
Business Model;
Business Plan;
Business Startups;
Entrepreneurship;
Decision Making;
Decisions;
Ethics;
Geography;
Geopolitical Units;
Finance;
Investment;
Markets;
Market Entry and Exit;
Demand and Consumers;
Network Effects;
Media;
Society;
Urban Development;
Sustainable Cities;
Information Technology;
Information Infrastructure;
Digital Platforms;
Strategy;
Business Strategy;
Expansion;
Relationships;
Partners and Partnerships;
Capital;
Venture Capital;
Advertising Industry;
Advertising Industry;
Advertising Industry;
North and Central America;
United States;
Massachusetts;
Cambridge
Bussgang, Jeffrey J., Amy Klopfenstein, and Amram Migdal. "Soofa: Displaying the Right Path?" Harvard Business School Case 820-098, May 2020. (Revised December 2022.)
- March 2020
- Case
Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire
By: Ayelet Israeli, Danilo Tauro and Sarah Gulick
This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming an integrated adtech company that could leverage AI to buy digital media, while creating and serving display and...
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Keywords:
Digital Marketing;
Insolvency and Bankruptcy;
Mergers and Acquisitions;
Applications and Software;
Internet and the Web;
Competition;
Marketing;
Advertising Industry;
Advertising Industry;
United States;
Europe
Israeli, Ayelet, Danilo Tauro, and Sarah Gulick. "Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire." Harvard Business School Case 520-087, March 2020.
- March 2020
- Case
Thingtesting: Launching a Brand Discovery and Testing Digital Community
By: Ayelet Israeli and Jill Avery
Thingtesting, a brand discovery and testing digital community devoted to uncovering and exploring direct-to-consumer brands, had just received seed funding and was contemplating a second year of growth. The new year brought many challenges, as founder Jenny Gyllander...
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Keywords:
Influencer Marketing;
Monetization;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Influencers;
Influencer;
Direct-to-consumer;
Marketing;
Brands and Branding;
Marketing Strategy;
Venture Capital;
Entrepreneurship;
Marketing Communications;
Advertising Industry;
Advertising Industry;
Advertising Industry;
London;
United Kingdom;
United States;
Europe;
North America
Israeli, Ayelet, and Jill Avery. "Thingtesting: Launching a Brand Discovery and Testing Digital Community." Harvard Business School Case 520-086, March 2020.
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...
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Keywords:
Influencers;
Marketing;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry
Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
- 2020
- Book
The Power of Experiments: Decision-Making in a Data-Driven World
By: Michael Luca and Max H. Bazerman
Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an...
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Keywords:
Experiments;
Randomized Controlled Trials;
Organizations;
Decision Making;
Analytics and Data Science;
Management Analysis, Tools, and Techniques
Luca, Michael, and Max H. Bazerman. The Power of Experiments: Decision-Making in a Data-Driven World. Cambridge, MA: MIT Press, 2020.
- February 2020
- Case
Leading Change in Talent at L'Oréal
By: Lakshmi Ramarajan, Vincent Dessain and Emer Moloney
Jean-Claude Le Grand just stepped into a new role as Executive Vice-President for Human Resources at the global cosmetics company, L’Oréal. He is now responsible for the hiring, development, promotion, and retention of 83,000 employees worldwide. The highly successful...
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Keywords:
Advertising;
Business Headquarters;
Business Divisions;
Business Organization;
Change;
Change Management;
Transformation;
Competency and Skills;
Experience and Expertise;
Talent and Talent Management;
Demographics;
Diversity;
Gender;
Nationality;
Multinational Firms and Management;
Human Resources;
Employees;
Recruitment;
Retention;
Selection and Staffing;
Innovation and Management;
Jobs and Positions;
Employment;
Human Capital;
Leadership;
Leadership Development;
Leadership Style;
Leading Change;
Management Practices and Processes;
Marketing;
Brands and Branding;
Product Marketing;
Organizations;
Organizational Change and Adaptation;
Organizational Structure;
Personal Development and Career;
Planning;
Strategic Planning;
Problems and Challenges;
Networks;
Social Psychology;
Attitudes;
Power and Influence;
Social and Collaborative Networks;
Business Strategy;
Advertising Industry;
Advertising Industry;
Advertising Industry;
France;
Paris
Ramarajan, Lakshmi, Vincent Dessain, and Emer Moloney. "Leading Change in Talent at L'Oréal." Harvard Business School Case 420-106, February 2020.
- February 2020
- Supplement
Theranos: Who Has Blood on Their Hands? (B)
By: Nien-he Hsieh, Christina R. Wing and John Masko
This supplemental case tracks the results of the Colman and Taubman-Dye class action suit against Theranos as well as Theranos’ other legal challenges and chronicles the final demise of the company in 2019.
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Keywords:
Health Testing and Trials;
Corporate Accountability;
Organizational Culture;
Misleading and Fraudulent Advertising;
Crime and Corruption;
Entrepreneurship;
Lawsuits and Litigation;
Business Exit or Shutdown;
Medical Devices and Supplies Industry;
California;
United States
Hsieh, Nien-he, Christina R. Wing, and John Masko. "Theranos: Who Has Blood on Their Hands? (B)." Harvard Business School Supplement 320-091, February 2020.
- January 2020 (Revised July 2020)
- Supplement
MoviePass: The 'Get Big Fast' Strategy
By: Benjamin C. Esty and Daniel Fisher
In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses...
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Keywords:
Market Entry;
Growth Strategy;
Profit Vs. Growth;
Subscription Business;
Cash Burn;
Data Analytics;
Get-big-fast;
Buyer Power;
Strategy Implementation;
Movie Industry;
Racing;
Business Strategy;
Value Creation;
Consolidation;
Cash Flow;
Growth Management;
Business Startups;
Entrepreneurship;
Disruptive Innovation;
Mobile Technology;
Advertising Industry;
Advertising Industry;
Advertising Industry;
Advertising Industry;
United States
- November 2019 (Revised September 2022)
- Case
TripAdvisor: An Itinerary for Growth
By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma
In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow....
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Keywords:
Business Growth and Maturation;
Decision Making;
Business or Company Management;
Growth Management;
Innovation and Invention;
Brands and Branding;
Operations;
Customer Value and Value Chain;
Information Technology;
Travel Industry;
Massachusetts
Rayport, Jeffrey F., Spencer Rascoff, and Susie L. Ma. "TripAdvisor: An Itinerary for Growth." Harvard Business School Case 820-039, November 2019. (Revised September 2022.)
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
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Keywords:
Offline Sales;
Marketing Strategy;
Digital Marketing;
Growth and Development Strategy;
Consumer Products Industry;
Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- November 2019
- Teaching Note
Actera Group: Investing in Mars Cinema Group (A) and (B)
By: Victoria Ivashina and Jeffrey Boyar
In summer of 2010, Murat Çavuşoğlu (HBS MBA 1994) led private equity firm Actera Group’s investment in Mars Cinema Group (Mars), the leading movie exhibitor in Turkey. Immediately after acquiring Mars and merging it with the second larger player in the market, AFM,...
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