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      • Faculty Publications  (605)

      Pricing Strategy Remove Pricing Strategy →

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      • May 2023
      • Case

      IBM’s Ginni Rometty: Leading with Good Power

      By: Hubert Joly, Leonard A. Schlesinger and Stacy Straaberg
      In March 2023, Virginia (Ginni) Rometty published Good Power: Leading Positive Change in our Lives, Work, and World, which covered her personal history and career at International Business Machines (IBM). Rometty was IBM’s ninth and first woman CEO from 2012–2020. Her...  View Details
      Keywords: Transformation; Acquisition; Trends; Gender; Diversity; Education; Training; Values and Beliefs; Profit; Revenue; Leadership Style; Leading Change; Business or Company Management; Negotiation; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Family and Family Relationships; Business and Community Relations; Business and Government Relations; Business and Shareholder Relations; Business and Stakeholder Relations; Personal Characteristics; Perspective; Social Issues; Adaptation; Business Strategy; Commercialization; Competition; Corporate Strategy; Information Infrastructure; Information Technology; Health Industry; Information Technology Industry; Manufacturing Industry; Service Industry; Technology Industry; New York (city, NY); United States
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      Joly, Hubert, Leonard A. Schlesinger, and Stacy Straaberg. "IBM’s Ginni Rometty: Leading with Good Power." Harvard Business School Case 323-114, May 2023.
      • May 2023
      • Article

      Competition in Pricing Algorithms

      By: Zach Y. Brown and Alexander J. MacKay
      We document new facts about pricing technology using high-frequency data, and we examine the implications for competition. Some online retailers employ technology that allows for more frequent price changes and automated responses to price changes by rivals. Motivated...  View Details
      Keywords: Pricing Algorithms; Pricing Frequency; Commitment; Online Competition; Price; Information Technology; Competition
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      Brown, Zach Y., and Alexander J. MacKay. "Competition in Pricing Algorithms." American Economic Journal: Microeconomics 15, no. 2 (May 2023): 109–156.
      • March–April 2023
      • Article

      Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?

      By: Jill Avery and Marco Bertini
      How should a dollar store maintain its brand and price position in the marketplace in the face of rising inflation? Is holding a $1.00 price point still viable in today's marketplace? In this fictional case, managers face inflationary pressures and must decide whether...  View Details
      Keywords: Pricing; Pricing Strategy; Retailing; Discount Retailing; Discount Store; Marketing; Marketing Strategy; Brands and Branding; Inflation and Deflation; Retail Industry; United States
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      Avery, Jill, and Marco Bertini. "Case Study: Should a Dollar Store Raise Prices to Keep Up with Inflation?" Harvard Business Review 101, no. 2 (March–April 2023): 140–144.
      • February 2023
      • Case

      Roblox: Virtual Commerce in the Metaverse

      By: Ayelet Israeli and Nicole Tempest Keller
      In 2022, Roblox had 58.8 million daily active users, including over half of all children and teens under the age of 16 in the United States. Roblox, a free-to-use “co-experience platform”, allowed users to come together in immersive 3D experiences to socialize, work,...  View Details
      Keywords: Entertainment; Games, Gaming, and Gambling; Market Design; Marketing; Brands and Branding; Marketing Channels; Marketing Strategy; Business Strategy; Economics; Economy; Economic Systems; Advertising; Advertising Campaigns; Digital Platforms; Markets; Price; Innovation and Management; Entertainment and Recreation Industry; Video Game Industry; Technology Industry; United States; California; North America; South America; Asia; Europe
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      Israeli, Ayelet, and Nicole Tempest Keller. "Roblox: Virtual Commerce in the Metaverse." Harvard Business School Case 523-028, February 2023.
      • December 2022
      • Case

      The Magic of Marks & Spencer Food

      By: David E. Bell, Natalie Kindred and Damien McLoughlin
      Keywords: Brands and Branding; Food; Consumer Behavior; Product Development; Competition; Price; Inflation and Deflation; Trends; Growth and Development; Strategy; Retail Industry; Consumer Products Industry; Food and Beverage Industry; United Kingdom
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      Bell, David E., Natalie Kindred, and Damien McLoughlin. "The Magic of Marks & Spencer Food." Harvard Business School Case 523-080, December 2022.
      • December 2022
      • Article

      When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly

      By: Dominique Olié Lauga, Elie Ofek and Zsolt Katona
      A prominent hallmark of competitive interaction is the desire to differentiate from rivals. In this article, the authors examine under what conditions firms will differentiate through product quality versus advertising intensity. Firms select quality in a first stage,...  View Details
      Keywords: Competition; Advertising; Product Positioning
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      Lauga, Dominique Olié, Elie Ofek, and Zsolt Katona. "When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly." Journal of Marketing Research (JMR) 59, no. 2 (December 2022): 1252–1265.
      • November 2022
      • Case

      Ajax Health: A New Model for Medical Technology Innovation

      By: Regina E. Herzlinger and Ben Creo
      This case teaches key success factors for both startup and established MedTech firms. It examines how to structure a firm to maximize innovation and financial returns with organizational structures that better align the incentives for the different skill sets...  View Details
      Keywords: Business Startups; Success; Innovation Strategy; Mergers and Acquisitions; Market Entry and Exit; Financial Strategy; Business Model; Partners and Partnerships; Entrepreneurship; Private Equity; Technology Industry; Medical Devices and Supplies Industry
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      Herzlinger, Regina E., and Ben Creo. "Ajax Health: A New Model for Medical Technology Innovation." Harvard Business School Case 323-043, November 2022.
      • November 2022 (Revised January 2023)
      • Case

      The Globalization of Manchester City Football Group

      By: Maria P. Roche, Tiona Zuzul, Exequiel Hernandez and Amy Klopfenstein
      This case describes the efforts of City Football Group (CFG) to purchase Esporte Clube Bahia (Bahia), a Brazilian professional soccer club. CFG’s strategy was to acquire under-performing clubs worldwide, invest money in high-profile players, and improve the teams’...  View Details
      Keywords: Business Ventures; Acquisition; Business Conglomerates; Geography; Geographic Location; Geographic Scope; Globalization; Global Strategy; Globalized Markets and Industries; Markets; Demand and Consumers; Marketing; Brands and Branding; Organizations; Organizational Change and Adaptation; Sports; Strategy; Competition; Competitive Advantage; Diversification; Expansion; Sports Industry; Europe; United Kingdom; England; South America; Brazil
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      Roche, Maria P., Tiona Zuzul, Exequiel Hernandez, and Amy Klopfenstein. "The Globalization of Manchester City Football Group." Harvard Business School Case 723-391, November 2022. (Revised January 2023.)
      • October 2022
      • Case

      Pricing at Echosec Systems

      By: Elie Ofek, Marco Bertini, Annelena Lobb and Alexis Lefort
      This case follows the evolution of pricing strategy at Echosec Systems, a Canadian open source intelligence firm. The case provides information on pricing as the company grows and diversifies its product offerings.  View Details
      Keywords: Marketing Strategy; Product Positioning; Price; Product Development; Information Industry; Canada; United States
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      Ofek, Elie, Marco Bertini, Annelena Lobb, and Alexis Lefort. "Pricing at Echosec Systems." Harvard Business School Case 523-052, October 2022.
      • October 2022
      • Case

      Cost Plus Drugs

      By: Alexander MacKay and James Barnett
      In September 2022, Mark Cuban Cost Plus Drugs Company CEO Alex Oshmyansky considered the future of the company. Cost Plus Drugs was a retailer for more than 340 generic oral medications, selling their drugs at significantly lower prices than typical pharmacies....  View Details
      Keywords: Business Ventures; Decision Making; Entrepreneurship; Ethics; Health; Markets; Social Enterprise; Society; Strategy; Health Care and Treatment; Business Divisions; Factories, Labs, and Plants; Health Industry; Pharmaceutical Industry; United States; Texas
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      MacKay, Alexander, and James Barnett. "Cost Plus Drugs." Harvard Business School Case 723-362, October 2022.
      • October 2022 (Revised April 2023)
      • Case

      mPharma: Scaling Access to Affordable Primary Care in Africa

      By: Regina E. Herzlinger and Ben Creo
      mPharma is trying to create the largest pan-African healthcare company ever to provide much needed primary care and a reliable, fairly priced supply of drugs. Founder and CEO Greg Rockson must decide how best to achieve this lofty goal. He must prioritize launching a...  View Details
      Keywords: Africa; Pharmaceutical Companies; Pharmacy Benefit Manager; Health Care; Health Care And Treatment; Health Care Costs; Health Care Delivery; Health Care Entrepreneurship; Telehealth; Health Equity; Corporate Strategy; Social Entrepreneurship; Equity; Growth and Development Strategy; Expansion; Product Launch; Customer Value and Value Chain; Social Enterprise; Multinational Firms and Management; Pharmaceutical Industry; Health Industry; Africa
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      Herzlinger, Regina E., and Ben Creo. "mPharma: Scaling Access to Affordable Primary Care in Africa." Harvard Business School Case 323-033, October 2022. (Revised April 2023.)
      • 2022
      • Working Paper

      Price Monitoring and Response: A Supply Side Characterization

      By: Ayelet Israeli and Eric Anderson
      With the growth of e-commerce and increasing price transparency, there has been tremendous interest in the adoption and competitive consequences of algorithmic pricing. A premise of algorithmic pricing is that firms monitor competitors' prices and then their pricing...  View Details
      Keywords: Algorithmic Pricing; Ecommerce; Price Monitoring; Price; Competition; Retail Industry
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      Israeli, Ayelet, and Eric Anderson. "Price Monitoring and Response: A Supply Side Characterization." Working Paper, October 2022.
      • 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.
      • 2022
      • Article

      Dynamic Pricing Algorithms, Consumer Harm, and Regulatory Response

      By: Alexander MacKay and Samuel N. Weinstein
      Pricing algorithms are rapidly transforming markets, from ride-sharing apps, to air travel, to online retail. Regulators and scholars have watched this development with a wary eye. Their focus so far has been on the potential for pricing algorithms to facilitate...  View Details
      Keywords: Competition Policy; Regulation; Algorithmic Pricing; Dynamic Pricing; Economics; Law And Economics; Law And Regulation; Consumer Protection; Antitrust Law; Industrial Organization; Antitrust Issues And Policies; Technological Change: Choices And Consequences; Competition; Policy; Price; Governing Rules, Regulations, and Reforms; Microeconomics; Duopoly and Oligopoly; Law
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      MacKay, Alexander, and Samuel N. Weinstein. "Dynamic Pricing Algorithms, Consumer Harm, and Regulatory Response." Washington University Law Review 100, no. 1 (2022): 111–174. (Direct download.)
      • September 2022 (Revised November 2022)
      • Teaching Note

      PittaRosso: Artificial Intelligence-Driven Pricing and Promotion

      By: Ayelet Israeli
      Teaching Note for HBS Case No. 522-046.  View Details
      Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
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      Israeli, Ayelet. "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion." Harvard Business School Teaching Note 523-020, September 2022. (Revised November 2022.)
      • August 2022 (Revised March 2023)
      • 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. (Revised March 2023.)
      • August 2022
      • Exercise

      Joy4Home Brands: Pricing Matters

      By: Elie Ofek, Oded Koenigsberg and Marco Bertini
      Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While...  View Details
      Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry
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      Ofek, Elie, Oded Koenigsberg, and Marco Bertini. "Joy4Home Brands: Pricing Matters." Harvard Business School Exercise 523-709, August 2022.
      • August 2022
      • Supplement

      Zalora: Data-Driven Pricing Recommendations

      By: Ayelet Israeli
      This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the...  View Details
      Keywords: Pricing; Pricing Algorithms; Dynamic Pricing; Ecommerce; Pricing Strategy; Pricing And Revenue Management; Apparel; Singapore; Startup; Demand Estimation; Data Analysis; Data Analytics; Exercise; Price; Internet and the Web; Apparel and Accessories Industry; Retail Industry; Fashion Industry; Singapore
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      Israeli, Ayelet. "Zalora: Data-Driven Pricing Recommendations." Harvard Business School Supplement 523-032, August 2022.
      • August 2022
      • Case

      Air Wars: Deregulating the U.S. Airline Industry

      By: Tom Nicholas and James Weber
      In the early decades of the twentieth century, the U.S. government assisted in the development of an airline industry by subsidizing the delivery of mail and allowing mail carriers to also fly passengers. Because the government awarded mail routes to the lowest...  View Details
      Keywords: Government Regulation; Deregulation; Change Management; Economics; Entrepreneurship; Financial Management; Business History; Human Resources; Compensation and Benefits; Labor; Labor Unions; Leading Change; Leadership Style; Crisis Management; Industry Structures; Operations; Strategy; Adaptation; Competition; Air Transportation; Air Transportation Industry; United States
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      Nicholas, Tom, and James Weber. "Air Wars: Deregulating the U.S. Airline Industry." Harvard Business School Case 823-033, August 2022.
      • August 2022 (Revised March 2023)
      • Case

      Pricing at Netflix: The Sequel

      By: Elie Ofek and Amy Klopfenstein
      This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022....  View Details
      Keywords: Marketing; Advertising; Marketing Strategy; Entertainment; Film Entertainment; Television Entertainment; Finance; Strategy; Competition; Competitive Strategy; Business Strategy; Adaptation; Internet and the Web; Customers; Customer Satisfaction; Entertainment and Recreation Industry; Advertising Industry; North and Central America; United States
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      Ofek, Elie, and Amy Klopfenstein. "Pricing at Netflix: The Sequel." Harvard Business School Case 523-015, August 2022. (Revised March 2023.)
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