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      • 2023
      • Working Paper

      Using GPT for Market Research

      By: James Brand, Ayelet Israeli and Donald Ngwe
      Large language models (LLMs) have quickly become popular as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for marketing researchers and...  View Details
      Keywords: Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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      Brand, James, Ayelet Israeli, and Donald Ngwe. "Using GPT for Market Research." Working Paper, March 2023.
      • 2023
      • Working Paper

      A Welfare Analysis of Gambling in Video Games

      By: Tomomichi Amano and Andrey Simonov
      In 2020, gamers worldwide spent more than $15 billion on loot boxes, a lottery of virtual items built into video games. Loot boxes are contentious, as regulators worry that they constitute gambling. In contrast, video game companies maintain that loot boxes are...  View Details
      Keywords: Consumer Behavior; Policy; Games, Gaming, and Gambling; Product Design; Video Game Industry
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      Amano, Tomomichi, and Andrey Simonov. "A Welfare Analysis of Gambling in Video Games." Harvard Business School Working Paper, No. 23-052, February 2023.
      • 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; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products 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).
      • February 2023
      • Supplement

      The Swatch Group (B): Omega X Swatch

      By: Rohit Deshpandé and Daniela Beyersdorfer
      In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega’s most legendary watches. The launch created a frenzy among watch fans worldwide, with...  View Details
      Keywords: Marketing Strategy; Brands and Branding; Product Marketing; Product Launch; Product Positioning; Europe; Switzerland
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      Deshpandé, Rohit, and Daniela Beyersdorfer. "The Swatch Group (B): Omega X Swatch." Harvard Business School Supplement 523-077, February 2023.
      • February 2023
      • Case

      Nexus Market (A): Ukraine War Ripples into Silicon Valley

      By: Tsedal Neeley and Jeff Huizinga
      A Silicon Valley start-up executive must navigate tensions between its Ukrainian and Russian sub-contractors as war between the two countries rages. After war erupts between Ukraine and Russia, a team of subcontracted Ukrainian software developers threatens to cut ties...  View Details
      Keywords: International Relations; Problems and Challenges; Conflict and Resolution; Technology Industry; United States
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      Neeley, Tsedal, and Jeff Huizinga. "Nexus Market (A): Ukraine War Ripples into Silicon Valley." Harvard Business School Case 423-024, February 2023.
      • February 2023
      • Case

      Graphic Packaging: Project Cowboy (A)

      By: Benjamin C. Esty and E. Scott Mayfield
      In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled...  View Details
      Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America
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      Esty, Benjamin C., and E. Scott Mayfield. "Graphic Packaging: Project Cowboy (A)." Harvard Business School Case 223-009, February 2023.
      • February 2023
      • Supplement

      Graphic Packaging: Project Cowboy (A) Courseware

      By: Benjamin C. Esty and Scott Mayfield
      In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled...  View Details
      Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America
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      Esty, Benjamin C., and Scott Mayfield. "Graphic Packaging: Project Cowboy (A) Courseware." Harvard Business School Spreadsheet Supplement 223-709, February 2023.
      • February 2023
      • Case

      Seemore Meats & Veggies

      By: Lou Shipley, Patricia Favreau and Mel Martin
      Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets...  View Details
      Keywords: Sales; Food; Logistics; Entrepreneurship; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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      Shipley, Lou, Patricia Favreau, and Mel Martin. "Seemore Meats & Veggies." Harvard Business School Case 823-084, February 2023.
      • 2023
      • Working Paper

      Crowding in Private Quality: The Equilibrium Effects of Public Spending in Education

      By: Tahir Andrabi, Natalie Bau, Jishnu Das, Asim Ijaz Khwaja and Naureen Karachiwalla
      We estimate the equilibrium effects of a public-school grant program administered through school councils in Pakistani villages with multiple public and private schools and clearly defined catchment boundaries. The program was randomized at the village-level, allowing...  View Details
      Keywords: Product Differentiation; Public Sector; Private Sector; Spending; Education; Competition
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      Andrabi, Tahir, Natalie Bau, Jishnu Das, Asim Ijaz Khwaja, and Naureen Karachiwalla. "Crowding in Private Quality: The Equilibrium Effects of Public Spending in Education." NBER Working Paper Series, No. 30929, February 2023.
      • January 2023 (Revised March 2023)
      • Case

      OhmConnect: Energizing the Future

      By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
      Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households...  View Details
      Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe
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      Rayport, Jeffrey F., Jennifer Fonstad, and Nicole Tempest Keller. "OhmConnect: Energizing the Future." Harvard Business School Case 823-065, January 2023. (Revised March 2023.)
      • January 2023 (Revised January 2023)
      • Case

      Digital Transformation at Tata Steel

      By: Krishna Palepu, Das Narayandas and Radhika Kak
      T.V. Narendran, CEO of Tata Steel, India’s oldest steel manufacturing firm, had taken concrete business and cultural transformation steps to future-ready the firm since taking over in 2013. He had deleveraged and instilled financial discipline, acquired new businesses,...  View Details
      Keywords: Digital Transformation; Digital Strategy; Change Management; Growth and Development Strategy; E-commerce; Steel Industry; Asia; India
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      Palepu, Krishna, Das Narayandas, and Radhika Kak. "Digital Transformation at Tata Steel." Harvard Business School Case 323-053, January 2023. (Revised January 2023.)
      • January 2023
      • Supplement

      Apple: Privacy vs. Safety (B)

      By: Henry McGee, Nien-hê Hsieh and Christian Godwin
      In 2020, as the COVID-19 pandemic swept across the globe, Apple and Google partnered to develop a contact tracing application that would collect information about users infected with the disease and notify those who they had been in contact with. While Apple/Google’s...  View Details
      Keywords: Iphone; Encryption; Data Privacy; Customers; Customer Focus and Relationships; Decision Making; Ethics; Values and Beliefs; Globalized Firms and Management; Government and Politics; Health; Health Pandemics; Leadership; Markets; Safety; Social Issues; Information Technology; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; Europe
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      McGee, Henry, Nien-hê Hsieh, and Christian Godwin. "Apple: Privacy vs. Safety (B)." Harvard Business School Supplement 323-066, January 2023.
      • January 2023
      • Case

      Veeva Systems and the Transformation to a Public Benefit Corporation

      By: Ranjay Gulati and Allison M. Ciechanover
      Peter Gassner, the co-founder and CEO of Veeva Systems, steered the company through rapid scaling from its launch in 2007 to 2022. Year after year, the company had exceeded expectations, with its market capitalization reaching $50 billion at its peak. By 2022, the...  View Details
      Keywords: Transformation; Corporate Governance; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Information Technology Industry; Technology Industry; United States; California
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      Gulati, Ranjay, and Allison M. Ciechanover. "Veeva Systems and the Transformation to a Public Benefit Corporation." Harvard Business School Case 423-045, January 2023.
      • January 2023
      • Case

      EKI Energy Services: One Billion Carbon Credits

      By: George Serafeim
      Within nine months from the time of its Initial Public Offering (IPO) in April of 2021, EKI Energy Services (EKI) shares had increased by more than 8,000%. Equally explosive was the growth of the company’s revenues and Earnings Before Interest, Taxes and Depreciation...  View Details
      Keywords: Carbon Credits; Carbon Emissions; Growth; Business Analysis; Environmental Sustainability; Corporate Valuation; Climate Change; Accounting; Valuation; Transition; Renewable Energy; Analysis; Product Positioning; India
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      Serafeim, George. "EKI Energy Services: One Billion Carbon Credits." Harvard Business School Case 123-060, January 2023.
      • January 2023
      • Case

      Proday: Calling the Right Play

      By: Lindsay N. Hyde, Thomas R. Eisenmann and Tom Quinn
      Sarah Kunst knew the elements of a successful startup from her tenure at venture capital firms. In April 2018, however, her own app – Proday, a home fitness platform featuring exercises filmed by professional sports stars – was floundering. Kunst theorized that...  View Details
      Keywords: Social Media; Entrepreneurship; Advertising; Digital Marketing; Product Launch; Social Marketing; Failure; Sports; Applications and Software; Business Startups; Technology Industry; United States
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      Hyde, Lindsay N., Thomas R. Eisenmann, and Tom Quinn. "Proday: Calling the Right Play." Harvard Business School Case 823-005, January 2023.
      • January 2023 (Revised January 2023)
      • Case

      Belden and Digital Transformation: From Product Sales to Solutions Sales

      By: Frank V. Cespedes and Amy Klopfenstein
      This case provides an overview of a sales transformation in the industrial automation division at Belden, a hardware manufacturer. While Belden historically sold products such as cables, wires, and other networking devices, EVP of Industrial Automation Ashish Chand...  View Details
      Keywords: Implementation; Sales Cycle; Digital Transformation; Sales; Product Positioning; Business Model; Market Entry and Exit; Customer Focus and Relationships; Business and Stakeholder Relations; Supply and Industry; Technology Industry; North America; United States
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      Cespedes, Frank V., and Amy Klopfenstein. "Belden and Digital Transformation: From Product Sales to Solutions Sales." Harvard Business School Case 823-002, January 2023. (Revised January 2023.)
      • January 2023
      • Article

      Calculators for Women: When Identity-Based Appeals Backfire

      By: Tami Kim, Kate Barasz, Michael I. Norton and Leslie K. John
      From “Chick Beer” to “Dryer Sheets for Men,” identity-based labeling is frequently deployed by marketers to appeal to specific target markets. Yet such identity appeals can backfire, alienating the very consumers they aim to attract. We theorize and empirically...  View Details
      Keywords: Categorization Threat; Stereotypes; Identity; Labels; Gender; Perception; Consumer Behavior
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      Kim, Tami, Kate Barasz, Michael I. Norton, and Leslie K. John. "Calculators for Women: When Identity-Based Appeals Backfire." Special Issue on Racism and Discrimination in the Marketplace edited by Samantha N. N. Cross and Stephanie Dellande. Journal of the Association for Consumer Research 8, no. 1 (January 2023): 72–82.
      • 2023
      • Working Paper

      Self-Preferencing at Amazon: Evidence from Search Rankings

      By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
      We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study...  View Details
      Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding; Consumer Products Industry
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      Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." NBER Working Paper Series, No. 30894, January 2023.
      • December 2022
      • Case

      Applegate Farms

      By: Forest L. Reinhardt, Jose B. Alvarez and Natalie Kindred
      Keywords: Agribusiness; Food; Consumer Behavior; Animal-Based Agribusiness; Brands and Branding; Integration; Strategy; Change Management; Change; Organizational Structure; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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      Reinhardt, Forest L., Jose B. Alvarez, and Natalie Kindred. "Applegate Farms." Harvard Business School Case 723-025, December 2022.
      • 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; Consumer Products Industry; Consumer Products Industry; Consumer Products 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.
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