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- 2021
- Working Paper
What Can Stockouts Tell Us About Inflation? Evidence from Online Micro Data
By: Alberto Cavallo and Oleksiy Kryvtsov
We use a detailed micro dataset on product availability to construct a direct high-frequency measure of consumer product shortages during the 2020-2021 pandemic. We document a widespread multi-fold rise in shortages in nearly all sectors early in the pandemic. Over...
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- August 2021
- Case
Allbirds: Decarbonizing Fashion
By: Michael W. Toffel, Ken Pucker and Eren Kuzucu
Allbirds is a footwear startup focused on simple design, comfort, and sustainable natural materials. The case describes the company’s product development process that works with suppliers to develop natural materials including wool and sugarcane to substitute for...
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Keywords:
Decarbonization;
Climate Impact;
Environmental Strategy;
Innovation;
Product Design;
Supply Chain Management;
Innovation Strategy;
Innovation and Management;
Product Development;
Climate Change;
Environmental Management;
Environmental Sustainability;
Apparel and Accessories Industry;
United States;
California
- 2021
- Working Paper
BEAT Unintended Bias in Personalized Policies
By: Eva Ascarza and Ayelet Israeli
An inherent risk of algorithmic personalization is disproportionate targeting of individuals from certain groups (or demographic characteristics such as gender or race), even when the decision maker does not intend to discriminate based on those "protected" attributes....
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- August 2021
- Case
Camera IQ: Building Augmented Reality Brand Experiences in Social Media
By: Jill Avery and Rayan Nahas
Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...
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Keywords:
Brand Management;
Social Media;
Digital Marketing;
Virtual Reality;
Augmented Reality;
B2B;
E-commerce;
Technology Platform;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Online Advertising;
Online Technology;
Growth Management;
Customer Relationship Management;
Customer Value and Value Chain;
Advertising Industry;
United States
- 2021
- Case
NiPay's Pricing Conundrum
By: Marco Bertini and Oded Koenigsberg
NiPay is a software provider competing in the Nigerian business-to-business payments market. Founded by Idaku Ibrahim nearly 20 years ago, NiPay sells two products to retailers and other merchants, which enable individual shoppers to transact either online or via a...
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- 2021
- Working Paper
The Value of Data and Its Impact on Competition
By: Marco Iansiti
Common regulatory perspective on the relationship between data, value, and competition in online platforms has increasingly centered on the volume of data accumulated by incumbent firms. This view posits the existence of "data network effects," where more data leads to...
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- 2021
- Working Paper
Regulatory Approval and Expanded Market Size
By: Benjamin Berger, Amitabh Chandra and Craig Garthwaite
Regulatory review of new medicines is often viewed as a hindrance to innovation by increasing the hurdle to bring products to market. However, a more complete accounting of regulation must also account for its potential market expanding effects through quality...
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- May 2021 (Revised October 2021)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
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Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
Digital Marketing;
E-commerce;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Data and Data Sets;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Online Advertising;
Online Technology;
Mobile Technology;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
- May 2021 (Revised September 2021)
- Case
Headspace vs. Calm: A Mindful Competition
By: Ayelet Israeli and Anne Wilson
By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable...
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Keywords:
Marketing Communication;
Integrated Strategy;
Brand;
Brand ＆ Product Management;
Brand Communication;
Brand Differentiation;
Brand Building;
Brand Management;
E-commerce;
E-Commerce Strategy;
Ecommerce;
App;
App Development;
Applications;
COVID;
COVID-19;
Pandemic;
Pricing;
Pricing Strategy;
Subscription Model;
Subscription;
Partnerships;
Strategic Partnerships;
B2B Vs. B2C;
B2B;
Health ＆ Wellness;
Wellbeing;
Digitization;
Commoditization;
Mobile App;
Mobile App Industry;
Mobile Healthcare;
Mobile Marketing;
Digital Brand;
Digital Health;
Digital Marketing;
Consumer Health;
Apps;
Online Business;
Online Competition;
Online Community;
Online Entertainment;
Entertainment And Leisure;
Meditation;
Marketing;
Marketing Communications;
Brands and Branding;
Price;
Strategy;
Competition;
Competitive Strategy;
Competitive Advantage;
Partners and Partnerships;
Health;
Well-being;
Mobile Technology;
Communication;
Communication Strategy;
Disruption;
Consumer Behavior;
Online Advertising;
Health Industry;
Technology Industry;
Communications Industry;
United States;
North America;
United Kingdom
- April 2021
- Case
Codecademy: Where to Next?
By: Jeffrey F. Rayport, Max Mailman and Sarah Ascherman
In March 2020, Zach Sims, co-founder and CEO of online education platform Codecademy, prepared for a meeting with his Chief of Staff Kunal Ahuja to discuss the company’s goals. Codecademy billed itself as the largest online resource for computer science literacy and...
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Keywords:
Monetization Strategy;
Business Model;
Change Management;
Venture Capital;
Leading Change;
Growth and Development Strategy;
Growth Management;
Management Teams;
Marketing Channels;
Product Marketing;
Network Effects;
Product Development;
Organizational Change and Adaptation;
Strategic Planning;
Online Technology;
Technology Platform;
United States
- April 2021 (Revised July 2021)
- Case
StockX: The Stock Market of Things (Abridged)
By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust...
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Keywords:
Markets;
Auctions;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Data and Data Sets;
Market Design;
Market Platforms;
Two-Sided Platforms;
Multi-Sided Platforms;
Market Transactions;
Marketplace Matching;
Supply and Industry;
Analysis;
Price;
Product Marketing;
Product Launch;
Apparel and Accessories Industry;
Fashion Industry;
North and Central America;
United States;
Michigan;
Detroit
- Spring 2021
- Article
Ten Year Sunset Rule for Healthcare Regulation Is a Nonstarter and Discouragement to Post-COVID-19 Investment
By: Regina E. Herzlinger and Eugene Schneller
U.S. healthcare delivery has not benefitted from the same productivity growth as many other service industries, such as bricks and mortar retailing, a loss that has gravely diminished cost control and access. Regulatory capture, which creates barriers to venture...
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- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords:
Retail;
Retail Analytics;
Consumer;
Pandemic;
COVID;
COVID-19;
Apparel;
Ecommerce;
E-commerce;
Online Shopping;
Online Apparel;
Online Sales;
Returns;
CRM;
Customer Retention;
Customer Experience;
Customer Value;
Digital;
Customer Focus and Relationships;
Customers;
Health Pandemics;
Consumer Behavior;
Customer Relationship Management;
Online Technology;
Behavior;
Retail Industry;
Apparel and Accessories Industry;
Technology Industry;
United States;
United Kingdom
- 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...
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Keywords:
Online Advertising;
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;
Market Platforms;
Multi-Sided Platforms;
Product Development;
Supply Chain Management;
Business and Stakeholder Relations;
Networks;
Network Effects;
Online Technology;
Financial Services Industry;
Technology Industry;
United States;
Australia
- March 2021
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and...
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Keywords:
SaaS;
Customer Journey;
Business Model;
Business Organization;
Change Management;
Growth and Development Strategy;
Growth Management;
Marketing Channels;
Marketing Strategy;
Product Marketing;
Organizational Change and Adaptation;
Organizational Design;
Organizational Structure;
Technology Platform;
Online Technology;
Technology Industry;
United States
- March 2021 (Revised July 2021)
- Case
Resident
By: Jeffrey F. Rayport and Thomas O. Jones
Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the...
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- March 2021
- Case
The U.S. Home Improvement Sector in 2020
By: José Alvarez and David Lane
Provides an overview of the U.S. home improvement sector in 2020, reviewing sources of growth in the decade ending in 2020, with special attention to the impact of COVID-19 on market leaders Home Depot and Lowe’s and the spike in online revenues for both. Also noted...
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- March 2021
- Article
Assortment Rotation and the Value of Concealment
By: Kris J. Ferreira and Joel Goh
Assortment rotation—the retailing practice of changing the assortment of products offered to customers—has recently been used as a competitive advantage for both brick-and-mortar and online retailers. We focus on product categories where consumers may purchase multiple...
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- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operate its...
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Keywords:
Business Model;
Decision Making;
Entrepreneurship;
Innovation and Invention;
Leading Change;
Management;
Marketing;
Product Launch;
Operations;
Supply Chain;
Distribution;
Networks;
Sales;
Strategy;
Adaptation;
Technology;
Software;
Technology Platform;
Apparel and Accessories Industry;
Technology Industry;
North America
- February 2021 (Revised July 2021)
- Case
TikTok in 2020: Super App or Supernova?
By: Jeffrey F. Rayport, Dan Maher and Dan O'Brien
TikTok’s parent company, ByteDance, was launched in 2012 around a simple idea – helping users entertain themselves on their smartphones while on the Beijing Subway. In less than a decade, it had become one of the world’s most valuable private companies, with investors...
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Keywords:
Business Model;
Business Startups;
Business Organization;
Change Management;
Disruption;
Cross-Cultural and Cross-Border Issues;
Global Strategy;
Health Pandemics;
Innovation Strategy;
Growth and Development Strategy;
Growth Management;
Brands and Branding;
Marketing Strategy;
Marketing Channels;
Network Effects;
Two-Sided Platforms;
Product Design;
Product Development;
Partners and Partnerships;
Opportunities;
Social Issues;
Mobile Technology;
Online Technology;
Value Creation;
United States;
China