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Publications

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  • All HBS Web  (51)
    • Faculty Publications  (27)

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    • All HBS Web  (51)
      • Faculty Publications  (27)

      Omnichannel Retail Remove Omnichannel Retail →

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      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • September–October 2022
      • Article

      Should Your Company Sell on Amazon?: Reach Comes at a Price

      By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
      Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to...  View Details
      Keywords: Retail; Retailing; Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Amazon; Amazon.com; Sales; Digital Marketing; Internet and the Web; Business Model; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States
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      Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
      • July 2022
      • Teaching Note

      The DivaCup: Navigating Distribution and Growth

      By: Ayelet Israeli
      Teaching Note for HBS Case No. 519-055. 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...  View Details
      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 and the Web; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Canada; United States; United Kingdom
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      Israeli, Ayelet. "The DivaCup: Navigating Distribution and Growth." Harvard Business School Teaching Note 523-008, July 2022.
      • July 2022
      • Teaching Note

      Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience

      By: Ayelet Israeli, Fares Khrais and Menna Hassan
      Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...  View Details
      Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Retail Industry; Retail Industry; Retail Industry; Turkey
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      Israeli, Ayelet, Fares Khrais, and Menna Hassan. "Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience." Harvard Business School Teaching Note 523-009, July 2022.
      • October 2021 (Revised November 2021)
      • Case

      Bodega Aurrera: eCommerce at the Base of the Pyramid

      By: Michael Chu, Álvaro Rodríguez Arregui, Carla Larangeira and Jenyfeer Martinez Buitrago
      Bodega Aurrera, serving the base of the pyramid and Walmart’s main Mexican format, is considering launching a full eCommerce channel as Covid-19 has erupted in the country. In 2019, Bodega Aurrera accounted for 45% of revenues and 2,748 of Walmex’s 3,416 stores. Having...  View Details
      Keywords: Ecommerce; Bottom Of The Pyramid; Digitalization; Omnichannel; Walmart; Business Model; Internet and the Web; Marketing Channels; Technology Adoption; E-commerce; Retail Industry; Latin America; Mexico
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      Chu, Michael, Álvaro Rodríguez Arregui, Carla Larangeira, and Jenyfeer Martinez Buitrago. "Bodega Aurrera: eCommerce at the Base of the Pyramid." Harvard Business School Case 322-059, October 2021. (Revised November 2021.)
      • July 2021
      • Case

      Fynd

      By: Ranjay Gulati, Kairavi Dey and Rachna Tahilyani
      Fynd is a fast-growing venture that in 7 years since its founding has become India's largest omnichannel retail company with real-time access to over 9,000 stores' offline inventory. It started as a B2B business supporting retailers who didn’t have an online business,...  View Details
      Keywords: Entrepreneurship; Business Startups; Business Model; Acquisition; Decision Making; Cost vs Benefits; Growth and Development Strategy; Web Services Industry; Technology Industry; Communications Industry; India; Mumbai
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      Gulati, Ranjay, Kairavi Dey, and Rachna Tahilyani. "Fynd." Harvard Business School Case 822-006, July 2021.
      • April 2021
      • Supplement

      Buy Online, Pickup in Store: CEO Supplement

      By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
      In April 2019, Sylvarella CEO Sylvia Coparella must assess the impact of the company’s Buy Online, Pickup in Store (BOPS) program on her company’s overall sales. To do so, she must review analyses of both e-commerce and brick-and-mortar sales data and compare the...  View Details
      Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Retail Industry; United States; Canada
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      Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: CEO Supplement." Harvard Business School Supplement 621-104, April 2021.
      • April 2021
      • Case

      Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail

      By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
      In October 2018, fashion, wellness, and beauty retailer Sylvarella implemented a Buy Online, Pickup in Store (BOPS) program in an attempt to counteract a sales decline. While BOPS had the potential to meet customer expectations for a seamless order and fulfillment...  View Details
      Keywords: Operations; Service Delivery; Logistics; Infrastructure; Distribution Channels; Order Taking and Fulfillment; Analysis; Retail Industry; Retail Industry; United States; Canada
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      Moreno, Antonio, Santiago Gallino, and Amy Klopfenstein. "Buy Online, Pickup in Store: Evaluating an Omnichannel Intervention in Retail." Harvard Business School Case 621-103, April 2021.
      • March 2021 (Revised October 2021)
      • Teaching Note

      Afterpay U.S.: The Omnichannel Dilemma

      By: Antonio Moreno and Anibha Singh
      Teaching Note for HBS Case No. 519-086. In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online...  View Details
      Keywords: Omnichannel Retail; Digital Marketing; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Financial Services Industry; Technology Industry; United States; Australia
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      Moreno, Antonio, and Anibha Singh. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Teaching Note 521-074, March 2021. (Revised October 2021.)
      • January 2021 (Revised March 2022)
      • Case

      Arçelik: From a Dealer Network to an Omnichannel Experience

      By: Ayelet Israeli and Fares Khrais
      Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...  View Details
      Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Digital Platforms; Retail Industry; Retail Industry; Retail Industry; Turkey
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      Israeli, Ayelet, and Fares Khrais. "Arçelik: From a Dealer Network to an Omnichannel Experience." Harvard Business School Case 521-067, January 2021. (Revised March 2022.)
      • September 2020
      • Article

      Customer Supercharging in Experience-Centric Channels

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and...  View Details
      Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
      • August 2020 (Revised March 2021)
      • Case

      Migros Turkey: Scaling Online Operations (A)

      By: Antonio Moreno and Gamze Yucaoglu
      The case opens in November 2019 as Ozgur Tort and Mustafa Bartin, CEO and chief large-format and online retail officer of Migros Ticaret A.S. (Migros), Turkey’s oldest and one of its largest supermarket chains, are contemplating what the best fulfillment format and...  View Details
      Keywords: Retail; Grocery; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Technology Adoption; Value Creation; Globalization; Competition; Expansion; Logistics; Profit; Resource Allocation; Corporate Strategy; Turkey
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      Moreno, Antonio, and Gamze Yucaoglu. "Migros Turkey: Scaling Online Operations (A)." Harvard Business School Case 621-026, August 2020. (Revised March 2021.)
      • December 2019
      • Case

      Walmart Ecommerce (A): Picking up the Pace

      By: Ramon Casadesus-Masanell and Karen Elterman
      This case is an abridged version (part 1 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (A) case discusses Walmart's early forays into online retail, as well as improvements made under Doug McMillon beginning in 2014....  View Details
      Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (A): Picking up the Pace." Harvard Business School Case 720-425, December 2019.
      • 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...  View Details
      Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart Ecommerce (B): Omnichannel Pursuits." Harvard Business School Case 720-426, December 2019.
      • 2019
      • Book

      Operations in an Omnichannel World

      By: Santiago Gallino and Antonio Moreno
      The world of retailing has changed dramatically in the past decade. Sales originating at online channels have been steadily increasing, and even for sales transacted at brick-and-mortar channels, a much larger fraction of sales is affected by online channels in...  View Details
      Keywords: Omnichannel; Omnichannel Retail; Retail; Operations; Management; Supply Chain Management; Business Model; Organizational Change and Adaptation
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      Gallino, Santiago, and Antonio Moreno, eds. Operations in an Omnichannel World. Vol. 8, Springer Series in Supply Chain Management. Cham, Switzerland: Springer, 2019.
      • 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...  View Details
      Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competition; Retail Industry; Bentonville; Arkansas; New Jersey; Seattle; United States
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      Casadesus-Masanell, Ramon, and Karen Elterman. "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" Harvard Business School Case 720-370, August 2019.
      • May 2019 (Revised July 2019)
      • Case

      Walmart's Workforce of the Future

      By: William R. Kerr and Jordan Bach-Lombardo
      Faced with intense competition from Amazon, Walmart began a transformation of its operations and workforce in 2015. The goal was to create an omnichannel retail experience for customers that seamlessly joined online and offline shopping. This case explores Walmart's...  View Details
      Keywords: Walmart; Managing The Future Of Work; Workforce; Automation; Ecommerce; Omnichannel Retail; Operations; Transformation; Employees; Training; Information Technology; Infrastructure; Disruption; Competitive Strategy; E-commerce; Information Infrastructure; Retail Industry
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      Kerr, William R., and Jordan Bach-Lombardo. "Walmart's Workforce of the Future." Harvard Business School Case 819-042, May 2019. (Revised July 2019.)
      • April 2019
      • Case

      Afterpay U.S.: The Omnichannel Dilemma

      By: Antonio Moreno, Donald Ngwe and George Gonzalez
      In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free...  View Details
      Keywords: Omnichannel Retail; Multi-sided Platforms; Value Creation; Business Model Innovation; Fintech; Digital Marketing; Disruptive Innovation; Business Startups; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Change Management; Customer Value and Value Chain; Customer Relationship Management; Customer Satisfaction; Financing and Loans; Microfinance; Global Strategy; Marketing Channels; Brands and Branding; Marketing Strategy; Market Entry and Exit; Digital Platforms; Product Development; Supply Chain Management; Business and Stakeholder Relations; Networks; Network Effects; Internet and the Web; Retail Industry; Retail Industry; Retail Industry; United States; Australia
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      Moreno, Antonio, Donald Ngwe, and George Gonzalez. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Case 519-086, April 2019.
      • March 2019 (Revised April 2021)
      • 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...  View Details
      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 and the Web; Entrepreneurship; Social Entrepreneurship; Social Issues; Social Enterprise; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Canada; United States; United Kingdom
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      Israeli, Ayelet. "The DivaCup: Navigating Distribution and Growth." Harvard Business School Case 519-055, March 2019. (Revised April 2021.)
      • Article

      Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      Omnichannel environments where customers shop online and offline at the same retailer are ubiquitous and are deployed by online-first and traditional retailers alike. We focus on the relatively understudied domain of online-first retailers and the engagement of a key...  View Details
      Keywords: Experience Attributes; Marketing–operations Interface; Omnichannel Retailing; Quasi-experimental Methods; Retail Operations; Showrooms; Marketing Channels; Demand and Consumers; Performance Efficiency; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Offline Showrooms in Omni-channel Retail: Demand and Operational Benefits." Management Science 64, no. 4 (April 2018): 1629–1651. (Winner of the 2014 POMS Applied Research Challenge. Workshop on Information Systems Economics Overall Best Paper Award 2014.)
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