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      • Faculty Publications  (23)

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      • September 2024
      • Exercise

      Assessing the Value of Unifying and De-Duplicating Customer Data

      By: Elie Ofek and Hema Yoganarasimhan
      This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication... View Details
      Keywords: Customer Relationship Management; Measurement and Metrics; Analytics and Data Science; Value
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      Ofek, Elie, and Hema Yoganarasimhan. "Assessing the Value of Unifying and De-Duplicating Customer Data." Harvard Business School Exercise 525-023, September 2024.
      • June 23, 2021
      • Article

      Research: When A/B Testing Doesn't Tell You the Whole Story

      By: Eva Ascarza
      When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details
      Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research
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      Ascarza, Eva. "Research: When A/B Testing Doesn't Tell You the Whole Story." Harvard Business Review Digital Articles (June 23, 2021).
      • June 2020
      • Case

      In-housing Digital Marketing at Sprint Corp.

      By: David E. Bell, Rajiv Lal and Olivia Hull
      In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
      Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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      Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
      • May 2020
      • Teaching Note

      Shiseido: Reinvesting in Brand

      By: Jill Avery
      Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would... View Details
      Keywords: Brand Management; Marketing ROI; Brand Portfolio Strategy; Growth Strategy; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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      Avery, Jill. "Shiseido: Reinvesting in Brand." Harvard Business School Teaching Note 520-116, May 2020.
      • April 2019 (Revised October 2020)
      • Case

      Kraft Heinz: The $8 Billion Brand Write-Down

      By: Jill Avery
      On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
      Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Consumer Products Industry; Food and Beverage Industry; United States; North America
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      Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.)
      • December 2018 (Revised October 2020)
      • Case

      Shiseido: Reinvesting in Brand

      By: Jill Avery and Nobuo Sato
      Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
      Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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      Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
      • February 2018 (Revised October 2019)
      • Technical Note

      The Art and Science of Brand Valuation

      By: Jill Avery
      Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
      Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry
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      Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
      • September 2017
      • Teaching Note

      Marketing Transformation at Mastercard

      By: Sunil Gupta and Srinivas K. Reddy
      Teaching Note for HBS No. 517-040. View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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      Gupta, Sunil, and Srinivas K. Reddy. "Marketing Transformation at Mastercard." Harvard Business School Teaching Note 518-043, September 2017.
      • March 2017 (Revised May 2019)
      • Case

      Marketing Transformation at Mastercard

      By: Sunil Gupta, Srinivas K. Reddy and David Lane
      Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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      Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
      • September 2016
      • Article

      Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

      By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
      As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
      Keywords: Internet and the Web; Digital Marketing
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      Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." International Journal of Research in Marketing 33, no. 3 (September 2016): 475–490.
      • December 2014
      • Article

      The Discipline of Business Experimentation

      By: Stefan Thomke and Jim Manzi
      The data you already have can't tell you how customers will react to innovations. To discover if a truly novel concept will succeed, you must subject it to a rigorous experiment. In most companies, tests do not adhere to scientific and statistical principles. As a... View Details
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      Thomke, Stefan, and Jim Manzi. "The Discipline of Business Experimentation." Harvard Business Review 92, no. 12 (December 2014): 70–79.
      • 2013
      • Working Paper

      Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

      By: Sunil Gupta
      As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
      Keywords: Internet and the Web; Digital Marketing
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      Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
      • March 2010 (Revised April 2014)
      • Case

      American Well: The Doctor Will E-See You Now

      By: Elie Ofek and Ron Laufer
      What is next for healthcare IT provider American Well, whose innovative Online Care technology allows physicians to deliver care to patients online in real time? Using American Well's platform, patients with non-emergency health concerns can communicate with physicians... View Details
      Keywords: Entrepreneurship; Health Care and Treatment; Technological Innovation; Growth and Development Strategy; Market Entry and Exit; Service Delivery; Online Technology; Health Industry
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      Ofek, Elie, and Ron Laufer. "American Well: The Doctor Will E-See You Now." Harvard Business School Case 510-061, March 2010. (Revised April 2014.)
      • January 2002
      • Background Note

      The Major Global Stock Exchanges

      By: Ashish Nanda, Thomas J. DeLong and Lynn Villadolid Roy
      Describes the major global stock exchanges. View Details
      Keywords: Globalization; Financial Markets
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      Nanda, Ashish, Thomas J. DeLong, and Lynn Villadolid Roy. "The Major Global Stock Exchanges." Harvard Business School Background Note 902-169, January 2002.
      • October 2000
      • Case

      Procter & Gamble Italy: The Pringles Launch (A)

      By: Roy D. Shapiro
      Procter & Gamble's (P&G) Pringles potato chips have been a very successful brand. This case reviews the development and first launch in the United States, then in markets around the world. Italy is one of the last countries where Pringles will be launched. Should P&G... View Details
      Keywords: Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Launch; Emerging Markets; Product Development; Adoption; Value Creation; Pharmaceutical Industry; United States
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      Shapiro, Roy D. "Procter & Gamble Italy: The Pringles Launch (A)." Harvard Business School Case 601-070, October 2000.
      • January 1997 (Revised June 1997)
      • Case

      Southwire: Beyond 2000

      By: F. Warren McFarlan and Melissa Dailey
      Southwire, based in Carrollton, GA, was the leading producer of aluminum and copper rod, wire, and cable for the transmission and distribution of electricity. In one decade, CEO Roy Richards, Jr. grew annual sales from $500 million in 1985 to $1.9 billion in 1995, an... View Details
      Keywords: Leading Change; Growth Management; Competitive Strategy; Global Strategy; Manufacturing Industry
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      McFarlan, F. Warren, and Melissa Dailey. "Southwire: Beyond 2000." Harvard Business School Case 397-074, January 1997. (Revised June 1997.)
      • October 1996
      • Teaching Note

      Liz Claiborne, Inc. and Ruentex Industries, Ltd. Case Series TN

      By: Roy D. Shapiro and Marie-Therese M. Flaherty
      Teaching Note for (9-690-048), (9-690-049), and (9-690-050). View Details
      Keywords: Marketing Strategy; Production; Cooperation; Supply Chain; Apparel and Accessories Industry
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      Shapiro, Roy D., and Marie-Therese M. Flaherty. "Liz Claiborne, Inc. and Ruentex Industries, Ltd. Case Series TN." Harvard Business School Teaching Note 697-014, October 1996.
      • March 1994
      • Case

      Bose Corp.: The JIT II Program (A)

      By: Roy D. Shapiro and Bruce Isaacson
      Bose Corp. is evaluating an unusual plan to manage relationships with vendors that supply components for Bose speakers. The company must decide: 1) which planning and ordering activities should be performed by Bose and which can be performed by vendors, 2) how much... View Details
      Keywords: Supply Chain Management; Planning; Production; Alliances; Order Taking and Fulfillment; Electronics Industry
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      Shapiro, Roy D., and Bruce Isaacson. "Bose Corp.: The JIT II Program (A)." Harvard Business School Case 694-001, March 1994.
      • March 1993
      • Case

      Liz Claiborne, Inc. and Ruentex Industries, Ltd. (Abridged)

      By: Roy D. Shapiro and Marie-Therese M. Flaherty
      Details the evolution of a value-creating supplier-buyer partnership. Describes the buyer's (Liz Claiborne) manufacturing and marketing strategy, and details the workings of the firm's relationship with an important Taiwanese supplier of piece goods (Ruentex Industries... View Details
      Keywords: Marketing Strategy; Order Taking and Fulfillment; Production; Supply Chain Management; Alliances; Value Creation; Manufacturing Industry
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      Shapiro, Roy D., and Marie-Therese M. Flaherty. "Liz Claiborne, Inc. and Ruentex Industries, Ltd. (Abridged)." Harvard Business School Case 693-098, March 1993.
      • June 1982 (Revised May 1995)
      • Case

      Ellis Manufacturing Co.

      By: Roy D. Shapiro
      Ellis finds itself in a weakening competitive position largely due to the lack of rationalization in its plants. Driven by a strong traditionally decentralized sales organization, Ellis finds that all plants want control over all product lines. As a result, overall... View Details
      Keywords: Factories, Labs, and Plants; Cost; Analytics and Data Science; Brands and Branding; Performance Capacity; Competitive Strategy; Construction Industry
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      Shapiro, Roy D. "Ellis Manufacturing Co." Harvard Business School Case 682-103, June 1982. (Revised May 1995.)
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