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- Article
Soul and Machine (Learning)
By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Burnap Alex, Tong Guo, Dokyun (DK) Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
Machine learning is bringing us self-driving cars, medical diagnoses, and language translation, but how can machine learning help marketers improve marketing decisions? Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to...
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- 2020
- Working Paper
The Value of Descriptive Analytics: Evidence from Online Retailers
By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic control method to analyze the staggered adoption of a retail analytics dashboard by more than 1,000 e-commerce websites, and find an increase of 13–20%...
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- 2020
- Working Paper
Aggregate Advertising Expenditure in the U.S. Economy: What's Up? Is It Real?
By: Alvin J. Silk and Ernst R. Berndt
The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications...
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- March–April 2020
- Article
Pricing Policies that Protect your Brand
By: Ayelet Israeli and Eugene F. Zelek Jr.
When customers seek out online deals, it seems like a win for everybody: Brands, retailers, dealers, and distributors sell more goods, and buyers get a bargain. What's not to like? Here's the problem: Lured by rock-bottom online prices, customers often end up dealing...
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- January–February 2020
- Article
Consumer Reactions to Drip Pricing
By: Shelle Santana, Steven Dallas and Vicki Morwitz
This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price upfront and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and...
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Keywords:
Drip Pricing;
Pricing;
Consumer Protection;
Hidden Fees;
price;
Consumer Behavior;
Perception
- 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;
Motion Pictures And Video Industry;
Entertainment And Recreation Industry;
advertising Industry;
Information Industry;
United States
- November 2019
- Case
Gillette: Cutting Prices to Regain Share
By: Benjamin C. Esty and Daniel Fisher
After losing market share to low-priced competitors such as Harry’s and Dollar Shave Club for several years, Gillette decided to fight back by launching new products and increasing advertising. When these efforts failed to stem the losses, Gillette decided to cut the...
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- 2019
- Working Paper
Soul and Machine (Learning)
By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
Machine learning is bringing us self-driving cars, improved medical diagnostics, and machine translation, but can it improve marketing decisions? It can. Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to rich media...
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- August 2019 (Revised December 2019)
- Case
Zillow Offers: Winning Online Real Estate 2.0
By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically...
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- March 2019 (Revised July 2020)
- Case
MoviePass: The 'Get Big Fast' Strategy
By: Benjamin C. Esty and Daniel W. 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 from related businesses...
View Details
Keywords:
Market Entry;
Growth Strategy;
Profit Vs. Growth;
Subscription Business;
Cash Burn;
Data Analytics;
Get-big-fast;
Buyer Power;
Strategy Implementation;
Movie Industry;
Racing;
Entrepreneurship;
Market Entry And Exit;
Growth And Development Strategy;
Business Strategy;
Value Creation;
Disruption;
Motion Pictures And Video Industry;
United States
- March 2019 (Revised September 2019)
- Case
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique product. Fifteen years later, the...
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Keywords:
Female;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Health ＆ Wellness;
Healthcare;
Price Policies;
Minimum Advertised Price;
Differentiation;
Positioning;
Growth;
Health;
Health Care And Treatment;
price;
Disruption;
Distribution;
Distribution Channels;
Competitive Strategy;
Competition;
Growth Management;
Mission And Purpose;
Product Development;
Product Marketing;
Product Launch;
Product Positioning;
advertising;
Business Startups;
Internet;
Entrepreneurship;
Social Entrepreneurship;
Social Issues;
Social Enterprise;
Retail Industry;
Medical Devices And Supplies Industry;
Manufacturing Industry;
Health Industry;
Green Technology Industry;
Education Industry;
Distribution Industry;
Consumer Products Industry;
Canada;
United States;
United Kingdom
- February 2019
- Case
Canibal—Play It Green!
By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi
In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The...
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- September–October 2018
- Article
Online MAP Enforcement: Evidence from a Quasi-Experiment
By: Ayelet Israeli
This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to...
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- December 2017 (Revised January 2018)
- Case
NatureSweet
By: Jose Alvarez, Forest Reinhardt and Natalie Kindred
This case describes the business model and workplace philosophy of NatureSweet, a privately owned, vertically integrated greenhouse grower and marketer of fresh tomatoes with sales across the United States and $329 million in 2016 revenues. CEO Bryant Ambelang treated...
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Keywords:
Naturesweet;
Tomatoes;
Agriculture;
Greenhouse;
Ambelang;
Cherry Tomatoes;
Organizational Culture;
Incentives;
Worker Empowerment;
Empowerment;
Toyota Production System;
Leadership;
Branding;
Produce;
Manufacturing;
Organizational Change;
Agribusiness;
Business Model;
Employee Relationship Management;
Working Conditions;
Organizational Culture;
Success;
Problems And Challenges;
Agriculture And Agribusiness Industry;
Manufacturing Industry;
United States;
Mexico;
North America
- November 2017
- Teaching Note
Tencent
By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 718-426.
Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking...
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Keywords:
Tencent;
Tencent Holdings;
Wechat;
Social Networking;
Social Networks;
Gaming;
Gaming Industry;
Video Games;
Computer Games;
Mobile Gaming;
Portals;
Payments;
Mobile Payments;
O2o;
Online-to-offline;
E-commerce;
Messaging;
Subscription Model;
Freemium;
Mobile App Industry;
Smartphone;
Pc;
Monetization Strategy;
Antitrust;
Streaming;
Cloud Computing;
Artificial Intelligence;
Big Data;
Alibaba;
Facebook;
Jd.com;
Tesla;
Bundling;
Synergies;
Digital Strategy;
Imitation;
Licensing;
Agility;
Entry Barriers;
Online Platforms;
advertising;
Online advertising;
Business Ventures;
Acquisition;
Mergers And Acquisitions;
Business Conglomerates;
Business Growth And Maturation;
Business Organization;
For-profit Firms;
Joint Ventures;
Restructuring;
Communication Technology;
Blogs;
Interactive Communication;
Interpersonal Communication;
Entertainment;
Film Entertainment;
Games, Gaming, And Gambling;
Music Entertainment;
Investment;
Investment Portfolio;
price;
Revenue;
Geographic Scope;
Cross-cultural And Cross-border Issues;
Global Strategy;
Multinational Firms And Management;
Globalized Markets And Industries;
Business History;
Innovation Strategy;
Technological Innovation;
Business Or Company Management;
Goals And Objectives;
Growth And Development Strategy;
Product Positioning;
Social Marketing;
Network Effects;
Market Entry And Exit;
Market Platforms;
Two-sided Platforms;
Industry Growth;
Monopoly;
Media;
Distribution Channels;
Service Delivery;
Organizational Change And Adaptation;
Organizational Structure;
Public Ownership;
Problems And Challenges;
Business And Government Relations;
Groups And Teams;
Networks;
Opportunities;
Social And Collaborative Networks;
Strategy;
Adaptation;
Business Strategy;
Commercialization;
Competition;
Competitive Advantage;
Competitive Strategy;
Cooperation;
Corporate Strategy;
Diversification;
Expansion;
Horizontal Integration;
Vertical Integration;
Information Technology;
Internet;
Mobile Technology;
Online Technology;
Search Technology;
Software;
Technology Networks;
Technology Platform;
Web;
Web Sites;
Wireless Technology;
Value Creation;
Emerging Markets;
Product Development;
Segmentation;
Business Units;
Communication;
Profit;
Communications Industry;
Entertainment And Recreation Industry;
Financial Services Industry;
Information Industry;
Information Technology Industry;
Media And Broadcasting Industry;
Motion Pictures And Video Industry;
Music Industry;
Service Industry;
Technology Industry;
Telecommunications Industry;
Video Game Industry;
Web Services Industry;
Asia;
China;
Canton (province, China)
- November 2017
- Teaching Note
Amazon.com, 2016
By: John R. Wells and Gabriel Ellsworth
Teaching Note for HBS No. 716-402.
On January 28, 2016, Amazon announced record 2015 operating profits of $2.2 billion on $107 billion of sales, and the markets responded with cautious optimism. For years, founder and CEO Jeffrey Bezos had prioritized growth and...
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Keywords:
Strategic Analysis;
Retail;
E-commerce;
Amazon;
Internet;
Amazon.com;
Amazonfresh;
Jeff Bezos;
Cloud Computing;
Marketplaces;
Streaming;
E-reader Market;
Digital Media;
Mobile App;
Online Retail;
Shipping;
Database;
Tablet;
Kindle;
Kindle Fire;
Smartphone;
Delivery;
Market Platforms;
Two-sided Platforms;
Competition;
Internet;
Corporate Strategy;
Online advertising;
Business Growth And Maturation;
Business Model;
Business Organization;
For-profit Firms;
Film Entertainment;
Games, Gaming, And Gambling;
Music Entertainment;
Television Entertainment;
Profit;
Revenue;
Global Strategy;
Multinational Firms And Management;
Taxation;
Business History;
Human Resources;
Resignation And Termination;
Books;
Human Capital;
Working Conditions;
Business Or Company Management;
Goals And Objectives;
Growth And Development Strategy;
Growth Management;
Management Practices And Processes;
Industry Growth;
Industry Structures;
Media;
Distribution;
Distribution Channels;
Order Taking And Fulfillment;
Infrastructure;
Logistics;
Product Development;
Supply Chain;
Supply Chain Management;
Organizational Culture;
Public Ownership;
Work-life Balance;
Problems And Challenges;
Labor And Management Relations;
Strategy;
Adaptation;
Business Strategy;
Competitive Strategy;
Diversification;
Expansion;
Integration;
Horizontal Integration;
Vertical Integration;
Hardware;
Information Technology;
Mobile Technology;
Online Technology;
Technology Networks;
Technology Platform;
Web;
Web Sites;
price;
Software;
Marketing;
Marketing Strategy;
Working Capital;
Customer Focus And Relationships;
Customer Value And Value Chain;
Retail Industry;
advertising Industry;
Distribution Industry;
Electronics Industry;
Entertainment And Recreation Industry;
Information Technology Industry;
Manufacturing Industry;
Motion Pictures And Video Industry;
Music Industry;
Publishing Industry;
Shipping Industry;
Technology Industry;
Video Game Industry;
Web Services Industry;
United States;
Washington (state, Us);
Seattle
- September 2017
- Case
Tencent
By: John R. Wells and Gabriel Ellsworth
Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the...
View Details
Keywords:
Tencent;
Tencent Holdings;
Wechat;
Social Networking;
Social Networks;
Gaming;
Gaming Industry;
Video Games;
Computer Games;
Mobile Gaming;
Portals;
Payments;
Mobile Payments;
O2o;
Online-to-offline;
E-commerce;
Messaging;
Subscription Model;
Freemium;
Mobile App Industry;
Smartphone;
Pc;
Monetization Strategy;
Antitrust;
Streaming;
Cloud Computing;
Artificial Intelligence;
Big Data;
Alibaba;
Facebook;
Jd.com;
Tesla;
Bundling;
Synergies;
Digital Strategy;
Imitation;
Licensing;
Agility;
Entry Barriers;
Online Platforms;
advertising;
Online advertising;
Business Ventures;
Acquisition;
Mergers And Acquisitions;
Business Conglomerates;
Business Units;
Business Growth And Maturation;
Business Organization;
For-profit Firms;
Joint Ventures;
Restructuring;
Communication;
Communication Technology;
Blogs;
Interactive Communication;
Interpersonal Communication;
Entertainment;
Film Entertainment;
Games, Gaming, And Gambling;
Music Entertainment;
Investment;
Investment Portfolio;
price;
Profit;
Revenue;
Geographic Scope;
Cross-cultural And Cross-border Issues;
Global Strategy;
Multinational Firms And Management;
Globalized Markets And Industries;
Business History;
Innovation Strategy;
Technological Innovation;
Business Or Company Management;
Goals And Objectives;
Growth And Development Strategy;
Product Positioning;
Social Marketing;
Network Effects;
Emerging Markets;
Market Entry And Exit;
Market Platforms;
Two-sided Platforms;
Industry Growth;
Monopoly;
Media;
Distribution Channels;
Product Development;
Service Delivery;
Organizational Change And Adaptation;
Organizational Structure;
Public Ownership;
Problems And Challenges;
Business And Government Relations;
Groups And Teams;
Networks;
Opportunities;
Social And Collaborative Networks;
Strategy;
Adaptation;
Business Strategy;
Commercialization;
Competition;
Competitive Advantage;
Competitive Strategy;
Cooperation;
Corporate Strategy;
Diversification;
Expansion;
Horizontal Integration;
Vertical Integration;
Segmentation;
Information Technology;
Internet;
Mobile Technology;
Online Technology;
Search Technology;
Software;
Technology Networks;
Technology Platform;
Web;
Web Sites;
Wireless Technology;
Value Creation;
Communications Industry;
Entertainment And Recreation Industry;
Financial Services Industry;
Information Industry;
Information Technology Industry;
Media And Broadcasting Industry;
Motion Pictures And Video Industry;
Music Industry;
Service Industry;
Technology Industry;
Telecommunications Industry;
Video Game Industry;
Web Services Industry;
Asia;
China;
Canton (province, China)
- May 2017
- Case
Promontory, Inc.
By: Frank V. Cespedes and Amy Handlin
Promontory, Inc. is a small, privately owned firm in the promotional products (specialty advertising) industry. After starting the firm two years ago with the intention of pursuing a high-quality/high-price strategy, the CEO is seeking methods of increasing sales...
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- 2018
- Working Paper
Survival of the Fittest: The Impact of the Minimum Wage on Firm Exit
By: Dara Lee Luca and Michael Luca
We study the impact of the minimum wage on firm exit in the restaurant industry, exploiting recent changes in the minimum wage at the city level. We find that the impact of the minimum wage depends on whether a restaurant was already close to the margin of exit....
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- February 2017
- Supplement
JCDecaux, 2016: Global Leader ... Again
By: John R. Wells and Gabriel Ellsworth
In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated by Clear Channel from the number-one spot that it had held for decades, and it was fighting for second place...
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Keywords:
Jcdecaux;
Clear Channel Outdoor;
Outfront Media;
Lamar Advertising Company;
Jean-françois Decaux;
Jean-charles Decaux;
Outdoor Advertising;
Street Furniture;
Airports;
Billboards;
Bicycles;
Digital Devices;
Digital Marketing;
Bidding;
advertising;
advertising Campaigns;
Acquisition;
Mergers And Acquisitions;
Business Growth And Maturation;
Business Model;
Business Organization;
Family Business;
For-profit Firms;
Joint Ventures;
Design;
price;
Profit;
Revenue;
Geographic Location;
Geographic Scope;
Global Range;
Globalization;
Global Strategy;
Globalized Firms And Management;
Multinational Firms And Management;
Globalized Markets And Industries;
Government Legislation;
Business History;
Human Resources;
Laws And Statutes;
Business Or Company Management;
Goals And Objectives;
Growth And Development Strategy;
Growth Management;
Marketing;
Brands And Branding;
Marketing Channels;
Marketing Strategy;
Product Marketing;
Demand And Consumers;
Supply And Industry;
Operations;
Distribution;
Infrastructure;
Logistics;
Product;
Product Design;
Production;
Organizational Structure;
Property;
Public Ownership;
Renting Or Rental;
Problems And Challenges;
Business And Community Relations;
Business And Government Relations;
Family And Family Relationships;
Sales;
Situation Or Environment;
Luxury;
Strategy;
Business Strategy;
Commercialization;
Competition;
Competitive Advantage;
Competitive Strategy;
Consolidation;
Corporate Strategy;
Customization And Personalization;
Expansion;
Segmentation;
Mobile Technology;
Wireless Technology;
Air Transportation;
Bicycle Transportation;
Rail Transportation;
Transportation Networks;
advertising Industry;
France;
Paris