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- 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...
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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
- August 3, 2022
- Article
Why NFT Creators Are Going cc0
Strategies for building brands, communities, and content through intellectual property (IP) vary greatly across NFT projects. Some maintain more or less standard IP protections; others give just NFT owners rights to innovate upon the associated intellectual property;...
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- July 2021 (Revised January 2022)
- Case
Supreme: Remaining Cool While Pursuing Growth
By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results...
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- February 2021
- Case
Drizly: Managing Supply and Demand through Disruption
By: Kris Ferreira
It was April 6th, 2020, and the management team at Drizly—an online alcohol marketplace where consumers could browse and purchase alcohol from local liquor retail stores via Drizly’s app for immediate home delivery—were thrilled to see record-breaking sales from the...
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- April 2020
- Teaching Note
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution...
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Keywords:
Digital Marketing;
Crowdsourcing;
CRM;
Startup;
Direct-to-consumer;
DTC;
Marketing;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Customer Relationship Management;
Venture Capital;
Business Startups;
Entrepreneurship;
Social Media;
Beauty and Cosmetics Industry;
United States
- December 2019
- Case
Walmart Ecommerce (B): Omnichannel Pursuits
By: Ramon Casadesus-Masanell and Karen Elterman
This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to...
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- August 2019
- Case
Walmart's Omnichannel Strategy: Revolution or Miscalculation?
By: Ramon Casadesus-Masanell and Karen Elterman
This case describes Walmart's omnichannel strategy in 2018 as it battled Amazon for online retail market share. The case discusses Walmart's early forays into online retail, as well as its 2018 strategy, which aimed to integrate Walmart's enormous brick and mortar...
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- January 2019 (Revised October 2019)
- Case
Glossier: Co-Creating a Cult Brand with a Digital Community
By: Jill Avery
Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was...
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Keywords:
Brands;
Brand Management;
Brand Communication;
Retailing;
DTC;
Influencer;
Startup;
Internet Marketing;
Big Data;
Crowdsourcing;
Growth and Development Strategy;
Social Media;
E-commerce;
Internet and the Web;
Digital Marketing;
Consumer Products Industry;
Beauty and Cosmetics Industry;
Retail Industry;
United States;
North America
- 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...
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- April 2016 (Revised December 2016)
- Case
The Container Store
By: Tatiana Sandino, Zeynep Ton and Aldo Sesia
The Container Store (TCS) is a Texas-based retailer of organization and storage solutions. The company prides itself in taking care of its employees first, and its cofounder and CEO Kip Tindell practices Conscious Capitalism. Since its beginnings in 1978, TCS grew to a...
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- October 2015
- Case
BandPage (A)
By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began...
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- February 2015 (Revised March 2022)
- Case
Quincy Apparel (A)
By: Thomas R. Eisenmann and Lisa Mazzanti
Quincy Apparel designs, manufactures and sells work apparel for young professional women that offers the fit and feel of high-end brands at a lower price. In late 2012, Quincy's cofounders are debating how to approach a crucial board meeting. Their seed-stage startup...
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- December 2013 (Revised October 2014)
- Case
The Munich Oktoberfest: From Local Tradition to Global Capitalism
By: Juan Alcacer, Christian Bettinger and Andreas Philippi
Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so...
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- December 2013
- Case
Clique Pens: The Writing Implements Division of U.S. Home
By: Frank V. Cespedes and James Kindley
The Clique Pens Writing Implements division of U.S. Home is a manufacturer of a full line of pens, pencils, markers, and art supplies. Despite solid sales, division president Elise Ferguson has seen gross margins drop from 42% in 2010 to just over 36% in 2012 as a...
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- 2013
- Working Paper
How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars
By: Isao Okada and Stephen A. Greyser
When a Major League Baseball club signs a Japanese star player, it obviously tries to commercialize its investment in the player. The initial focus is on home attendance (ticket sales) and television audiences, plus merchandise sales. These elements are similar to... View Details
- June 2013 (Revised September 2016)
- Case
Governance and Sustainability at Nike (A)
By: Lynn S. Paine, Nien-he Hsieh and Lara Adamsons
Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social...
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Keywords:
Nike;
Hannah Jones;
Mark Parker;
Phil Knight;
Philip Knight;
Eric Sprunk;
Jill Ker Conway;
Phyllis Wise;
Don Blair;
Sustainable Business And Innovation;
SB＆I;
Flyknit;
DyeCoo;
Footwear;
Athletic Footwear;
Apparel;
Athletic Apparel;
Sustainability;
Greenpeace;
Detox Campaign;
Dirty Laundry;
Water;
Water Use;
Water Pollution;
Water Resources;
Corporate Responsibility Committee;
Judgment;
Board Of Directors;
Board Committees;
Environmental And Social Sustainability;
Footwear Industry;
Decision Choices and Conditions;
Decisions;
Ethics;
Fairness;
Globalized Firms and Management;
Multinational Firms and Management;
Globalized Markets and Industries;
Governance;
Corporate Accountability;
Corporate Governance;
Innovation and Invention;
Innovation and Management;
Innovation Leadership;
Innovation Strategy;
Goals and Objectives;
Management Practices and Processes;
Corporate Social Responsibility and Impact;
Performance;
Alignment;
Supply Chain;
Organizational Change and Adaptation;
Judgments;
Apparel and Accessories Industry;
Asia;
China;
United States;
Oregon;
Portland
- June 2013 (Revised September 2016)
- Supplement
Governance and Sustainability at Nike (B)
By: Lynn S. Paine, Nien-he Hsieh and Lara Adamsons
Two members of Nike's executive team must decide what sustainability targets to propose to Nike's CEO and to the corporate responsibility committee of Nike's board of directors. Set in 2012, the case traces the evolution of Nike's approach to environmental and social...
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Keywords:
Nike;
Hannah Jones;
Mark Parker;
Phil Knight;
Philip Knight;
Eric Sprunk;
Jill Ker Conway;
Phyllis Wise;
Don Blair;
Sustainable Business And Innovation;
SB＆I;
Flyknit;
DyeCoo;
Footwear;
Athletic Footwear;
Apparel;
Athletic Apparel;
Sustainability;
Greenpeace;
Detox Campaign;
Dirty Laundry;
Water;
Water Use;
Water Pollution;
Water Resources;
Corporate Responsibility Committee;
Judgment;
Board Of Directors;
Board Committees;
Environmental And Social Sustainability;
Footwear Industry;
Decision Choices and Conditions;
Decisions;
Ethics;
Fairness;
Globalized Firms and Management;
Multinational Firms and Management;
Globalized Markets and Industries;
Governance;
Corporate Accountability;
Corporate Governance;
Innovation and Invention;
Innovation and Management;
Innovation Leadership;
Innovation Strategy;
Goals and Objectives;
Management Practices and Processes;
Corporate Social Responsibility and Impact;
Performance;
Alignment;
Supply Chain;
Organizational Change and Adaptation;
Judgments;
Apparel and Accessories Industry;
Asia;
China;
United States;
Oregon;
Portland
- July 2012 (Revised July 2015)
- Case
Nalli Silk Sarees (A)
By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram
Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the...
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- June 2010 (Revised July 2011)
- Case
Classic Knitwear and Guardian: A Perfect Fit?
By: John A. Quelch and Patricia Girardi
Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a...
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Keywords:
Market Research;
Forecasting;
Consumer Marketing;
New Product Marketing;
Product Lines;
Merchandising;
Branding;
Demand and Consumers;
Partners and Partnerships;
Marketing Strategy;
Forecasting and Prediction;
Product Marketing;
Brands and Branding;
Product Development;
Manufacturing Industry;
Apparel and Accessories Industry
- June 2010 (Revised July 2011)
- Teaching Note
Classic Knitwear and Guardian: A Perfect Fit? (Brief Case)
By: John A. Quelch and Patricia Girardi
Teaching Note for 4217.
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