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      • Faculty Publications  (87)

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      • 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; Consumer Products Industry; Fashion Industry; Advertising Industry; Battery Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Distribution Industry; Electronics Industry; Food and Beverage 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.
      • August 2022
      • Exercise

      How Should Netflix Add an Ad-Supported Tier?

      By: Elie Ofek and Olivier Toubia
      In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture...  View Details
      Keywords: Pricing; Television Industry; Price; Marketing Strategy; Digital Platforms; Customer Value and Value Chain; Competitive Strategy; Customer Satisfaction; Entertainment and Recreation Industry
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      Ofek, Elie, and Olivier Toubia. "How Should Netflix Add an Ad-Supported Tier?" Harvard Business School Exercise 523-033, August 2022.
      • October 2021 (Revised September 2022)
      • Case

      GoPro: Becoming a Subscription Hero

      By: Elie Ofek, Marco Bertini and Nicole Tempest Keller
      In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative...  View Details
      Keywords: Subscription Model; Pricing; Lifestyle Brands; Value Proposition; Business Model; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; California
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      Ofek, Elie, Marco Bertini, and Nicole Tempest Keller. "GoPro: Becoming a Subscription Hero." Harvard Business School Case 522-022, October 2021. (Revised September 2022.)
      • 2021
      • Working Paper

      The Price Effects of Innovative Security Design

      By: Boris Vallée, Gordon Liao and Claire Célérier
      This paper investigates the effects of the issuance of retail products with non-linear payoffs on option prices. For a given underlying asset, when the outstanding volume of products embedding a short-put position increases, implied volatility at the corresponding...  View Details
      Keywords: Security Design; Dividend; Options; Structured Products; Market Segmentation; Financial Instruments; Design; Volatility; Markets; Segmentation
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      Vallée, Boris, Gordon Liao, and Claire Célérier. "The Price Effects of Innovative Security Design." Working Paper, August 2021.
      • April 2021
      • Case

      Transforming BlackBerry: From Smartphones to Software

      By: Ranjay Gulati and Nicole Tempest Keller
      On the verge of failure, BlackBerry brought in John Chen as CEO in 2013 to orchestrate a bold turnaround of the company. Once an iconic leader in the smartphone market, BlackBerry was best known for its tactile QWERTY keyboard, strong security, and a focus on business...  View Details
      Keywords: Pivot; Managing Change; Turnaround; Smartphone; Change Management; Leading Change; Transformation; Organizational Change and Adaptation; Digital Platforms; Change; Information Infrastructure; Applications and Software; Competitive Strategy; Cybersecurity; Technology Industry; Transportation Industry; Canada
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      Gulati, Ranjay, and Nicole Tempest Keller. "Transforming BlackBerry: From Smartphones to Software." Harvard Business School Case 421-052, April 2021.
      • 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...  View Details
      Keywords: Business Model; Decision Making; Entrepreneurship; Innovation and Invention; Leading Change; Management; Marketing; Product Launch; Operations; Supply Chain; Distribution; Networks; Sales; Strategy; Adaptation; Information Technology; Applications and Software; Digital Platforms; Apparel and Accessories Industry; Technology Industry; North America
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      Greenstein, Shane, Karim Lakhani, and Christian Godwin. "Threadless: The Renewal of an Online Community." Harvard Business School Case 621-056, February 2021.
      • December 2020
      • Case

      Château Margaux: Serving Up the Third Wine

      By: Elie Ofek
      In fall 2019, Corinne Mentzelopoulos, owner of the famous first-growth Château Margaux, is pondering a series of decisions with respect to the chateau's third wine. Margaux du Château Marguax, as this wine was called, was launched in 2013 with a particular goal in mind...  View Details
      Keywords: Brand Management; Pricing; Wine Industry; Marketing Strategy; Product Marketing; Performance Evaluation; Price; Distribution Channels; Growth and Development Strategy; France
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      Ofek, Elie. "Château Margaux: Serving Up the Third Wine." Harvard Business School Case 521-054, December 2020.
      • September 2, 2020
      • Article

      How to Pay for Public Option Without Tax Hike

      By: Regina E. Herzlinger and Richard Boxer
      A bipartisan combination of the two parties’ most popular initiatives can expand health care coverage, significantly reduce costs, and enable freedom of choice, without raising taxes. Along the way, we can revitalize competition between public and private plans. Our...  View Details
      Keywords: Health Insurance; Public Option; Health Care and Treatment; Insurance; Cost Management; United States
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      Herzlinger, Regina E., and Richard Boxer. "How to Pay for Public Option Without Tax Hike." RealClearPolicy (September 2, 2020).
      • August 2020
      • Article

      Financial Market Risk Perceptions and the Macroeconomy

      By: Carolin E. Pflueger, Emil Siriwardane and Adi Sunderam
      We propose a novel measure of risk perceptions: the price of volatile stocks (PVS), defined as the book-to-market ratio of low-volatility stocks minus the book-to-market ratio of high-volatility stocks. PVS is high when perceived risk directly measured from surveys and...  View Details
      Keywords: Risk-centric Business Cycles; Cross-section Of Equities; Real Risk-free Rate; Real Investment; Financial Markets; Risk and Uncertainty; Perception; Investment
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      Pflueger, Carolin E., Emil Siriwardane, and Adi Sunderam. "Financial Market Risk Perceptions and the Macroeconomy." Quarterly Journal of Economics 135, no. 3 (August 2020).
      • July 2020
      • Teaching Note

      COVID-19: The Global Shutdown

      By: Laura Alfaro and Sarah Jeong
      In the first months of 2020, a pandemic overwhelmed the world. COVID-19, commonly known as the coronavirus, spread from China and created a severe public health emergency across countries. While an immediate fear of the disease’s impact on human life permeaacted...  View Details
      Keywords: COVID-19; Health Pandemics; Trade; Microeconomics; Macroeconomics; Financial Crisis; Economy; Policy; Governance; Economic Systems; Economic Slowdown and Stagnation; Economic Sectors
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      Alfaro, Laura, and Sarah Jeong. "COVID-19: The Global Shutdown." Harvard Business School Teaching Note 321-021, July 2020.
      • June 30, 2020
      • Article

      Bipartisan Tax-Free Solution to Health Care Financing: Coupling HRAs With a Public Option

      By: Regina E. Herzlinger, Richard Boxer and James Wallace
      A combination of health insurance initiatives by the presumptive 2020 Democratic and Republican presidential nominees could expand health care coverage and significantly reduce costs, without raising taxes. Along the way, the combination could revitalize private...  View Details
      Keywords: Health Care Financing; Public Option; Health Reimbursement Arrangement (HRA); Health Care and Treatment; Insurance; Cost Management
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      Herzlinger, Regina E., Richard Boxer, and James Wallace. "Bipartisan Tax-Free Solution to Health Care Financing: Coupling HRAs With a Public Option." Health Affairs Blog (June 30, 2020).
      • May 2020 (Revised July 2020)
      • Case

      COVID-19: The Global Shutdown

      By: Laura Alfaro and Sarah Jeong
      In the first months of 2020, a pandemic overwhelmed the world. COVID-19, commonly known as the coronavirus, spread from China and created a severe public health emergency across countries. While an immediate fear of the disease’s impact on human life permeated society,...  View Details
      Keywords: Trade; Microeconomics; Macroeconomics; Financial Crisis; Economy; Economic Systems; Economic Slowdown and Stagnation; Economic Sectors; Health Pandemics
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      Alfaro, Laura, and Sarah Jeong. "COVID-19: The Global Shutdown." Harvard Business School Case 320-108, May 2020. (Revised July 2020.)
      • January 2, 2020
      • Article

      Medicare for All or Public Option: Can Either Heal Health Care?

      By: Regina E. Herzlinger and James Wallace
      The United States has serious health care problems: More than 27 million uninsured people, costs that are growing faster than income, and a staggering $37 trillion of unfunded liabilities in the Medicare program. Perhaps most alarming: The US ranks lowest among...  View Details
      Keywords: Healthcare; Public Option; Medicare; Health Care and Treatment; Insurance; Cost Management; Problems and Challenges; United States
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      Herzlinger, Regina E., and James Wallace. "Medicare for All or Public Option: Can Either Heal Health Care?" Harvard Business School Working Knowledge (January 2, 2020).
      • December 2019
      • Case

      CME Group in 2019

      By: José B. Alvarez, Forest Reinhardt and Natalie Kindred
      Chicago-based CME Group is the world’s largest futures and options marketplace, with annual trading volume of over 4.8 billion contracts in 2018. This case is set in late 2019, as heightened perceptions of risk stemming from the U.S.-China trade war are driving record...  View Details
      Keywords: Financial Markets; Risk Management; Futures and Commodity Futures; Trade; Price; Competition; Risk and Uncertainty; Competitive Strategy; United States; China; Brazil
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      Alvarez, José B., Forest Reinhardt, and Natalie Kindred. "CME Group in 2019." Harvard Business School Case 520-048, December 2019.
      • November 2019
      • Supplement

      Hapag-Lloyd AG: Complying with IMO 2020

      By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emer Moloney
      A new environmental regulation known as IMO 2020 was creating what one industry analyst called “the biggest shakeup for the oil and shipping industries in decades.” According to the new regulation, all ocean-going ships would have to limit their sulfur emissions by...  View Details
      Keywords: Valuation; Ship Transportation; Strategic Planning; Game Theory; Pollutants; Supply Chain; Corporate Accountability; Capital Budgeting; Environmental Sustainability; Shipping Industry; Transportation Industry; Germany
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      Esty, Benjamin C., Mette Fuglsang Hjortshoej, and Emer Moloney. "Hapag-Lloyd AG: Complying with IMO 2020." Harvard Business School Spreadsheet Supplement 220-713, November 2019.
      • November 2019
      • Case

      Hapag-Lloyd AG: Complying with IMO 2020

      By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emer Moloney
      A new environmental regulation known as IMO 2020 was creating what one industry analyst called “the biggest shakeup for the oil and shipping industries in decades.” According to the new regulation, all ocean-going ships would have to limit their sulfur emissions by...  View Details
      Keywords: Valuation; Ship Transportation; Strategic Planning; Game Theory; Pollutants; Supply Chain; Corporate Accountability; Capital Budgeting; Environmental Sustainability; Governing Rules, Regulations, and Reforms; Governance Compliance; Shipping Industry; Transportation Industry; Germany
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      Esty, Benjamin C., Mette Fuglsang Hjortshoej, and Emer Moloney. "Hapag-Lloyd AG: Complying with IMO 2020." Harvard Business School Case 220-003, November 2019.
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (C): The Excise Tax Increase

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the Kenyan government’s decision to increase excise taxes on wines in 2007. The tax increase would cause an average increase in price of 367% on Keroche’s fortified wines. Meanwhile, Keroche’s competitor EABL had effectively lobbied the government...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Business Ventures; Business Exit or Shutdown; Business Growth and Maturation; Business Startups; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (C): The Excise Tax Increase." Harvard Business School Supplement 720-392, September 2019. (Revised May 2020.)
      • July 2019
      • Article

      Optimal Capital Structure and Bankruptcy Choice: Dynamic Bargaining vs Liquidation

      By: Samuel Antill and Steven R. Grenadier
      We model a firm’s optimal capital structure decision in a framework in which it may later choose to enter either Chapter 11 reorganization or Chapter 7 liquidation. Creditors anticipate equityholders’ ex-post reorganization incentives and price them into the ex-ante...  View Details
      Keywords: Default; Dynamic Bargaining; Capital Structure; Insolvency and Bankruptcy; Mathematical Methods
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      Antill, Samuel, and Steven R. Grenadier. "Optimal Capital Structure and Bankruptcy Choice: Dynamic Bargaining vs Liquidation." Journal of Financial Economics 133, no. 1 (July 2019): 198–224.
      • 2019
      • Working Paper

      Infringing Use as a Path to Legal Consumption: Evidence from a Field Experiment

      By: Hong Luo and Julie Holland Mortimer
      Digitization has transformed how users find and use copyrighted goods, but many existing legal options remain difficult to access, possibly leading to infringement. In a field experiment, we contact firms that are caught infringing on expensive digital images. Emails...  View Details
      Keywords: Copyright Infringement; Field Experiment; Intellectual Property; Lawfulness
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      Luo, Hong, and Julie Holland Mortimer. "Infringing Use as a Path to Legal Consumption: Evidence from a Field Experiment." Harvard Business School Working Paper, No. 19-081, January 2019. (Revised August 2019.)
      • September 2018
      • Case

      Hunley, Inc.: Casting for Growth

      By: John A. Quelch and James T. Kindley
      Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's...  View Details
      Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels
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      Quelch, John A., and James T. Kindley. "Hunley, Inc.: Casting for Growth." Harvard Business School Brief Case 919-501, September 2018.
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