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This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique...
- 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
Accounting for Product Impact in the Oil and Gas Industry
By: Katie Panella, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the oil and gas industry. We design a monetization methodology that allows us to calculate monetary product impact estimates of...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Oil;
Oil ＆ Gas;
Oil And Gas;
IWAI;
Product Design;
Product Positioning;
Society;
Environmental Sustainability;
Corporate Social Responsibility and Impact;
Product
- 2021
- Working Paper
Accounting for Product Impact in the Pharmaceuticals Industry
By: Amanda Rischbieth, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the pharmaceuticals industry. We design a monetization methodology that allows us to calculate monetary impact estimates of accessible...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Pharmaceutical Companies;
Pharmaceuticals;
Product Design;
Product Positioning;
Society;
Environmental Sustainability;
Corporate Social Responsibility and Impact;
Product;
Safety;
Pharmaceutical Industry
- 2021
- Working Paper
Impact Accounting for Product Use: A Framework and Industry-specific Models
By: George Serafeim and Katie Trinh
This handbook provides the first systematic attempt to generate a framework and industry-specific models for the measurement of impacts on customers and the environment from use of products and services, in monetary terms, that can then be reflected in financial...
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- 2021
- Working Paper
Accounting for Product Impact in the Interactive Media and Services Industry
By: DG Park, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the interactive media and services industry. We design a monetization methodology that allows us to calculate monetary impact...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Social Media;
Product Design;
Product Positioning;
Society;
Product;
Environmental Sustainability;
Measurement and Metrics;
Framework;
Corporate Social Responsibility and Impact;
Technology Industry
- May 19, 2021
- Article
Measuring the Impact of #MeToo on Gender Equity in Hollywood
By: Hong Luo and Laurina Zhang
The #MeToo movement has brought issues of sexual harassment and gender inequities to the forefront around the world. But how much of a tangible impact has it had on the experiences of women in the workplace? In this piece, the authors discuss their research that...
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- April 2021 (Revised June 2021)
- Case
IBM: Design Thinking
By: Srikant M. Datar, Amram Migdal and Paul Hamilton
This case describes the 2012-2020 effort at IBM to implement design thinking throughout the company and hire thousands of designers to serve on every product team alongside technical engineers and developers and product managers. IBM’s design transformation is told...
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Keywords:
Business Ventures;
Business Divisions;
Business Units;
Business Organization;
Change;
Change Management;
Transformation;
Competency and Skills;
Talent and Talent Management;
Design;
Human Resources;
Recruitment;
Selection and Staffing;
Innovation and Invention;
Collaborative Innovation and Invention;
Innovation and Management;
Innovation Strategy;
Jobs and Positions;
Job Design and Levels;
Leading Change;
Management;
Business or Company Management;
Goals and Objectives;
Management Practices and Processes;
Operations;
Product;
Product Design;
Product Development;
Organizations;
Business Processes;
Organizational Change and Adaptation;
Organizational Design;
Organizational Structure;
Strategy;
Adaptation;
Adoption;
Technological Innovation;
Hardware;
Information Technology;
Technology Industry;
Information Technology Industry;
United States
- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch...
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Keywords:
Marketing;
Marketing Strategy;
Product Marketing;
Product Launch;
Product Positioning;
Markets;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Market Design;
Distribution;
Distribution Channels;
Product;
Product Design;
Product Development;
Business Model;
Customers;
Customer Value and Value Chain;
Decision Making;
Decisions;
Goods and Commodities;
Innovation and Invention;
Technological Innovation;
Business or Company Management;
Growth and Development Strategy;
Research;
Research and Development;
Strategy;
Adoption;
Competitive Advantage;
Segmentation;
Technology;
Hardware;
Value;
Value Creation;
Consumer Products Industry;
Consumer Products Industry;
North and Central America;
United States
- 2021
- Working Paper
Accounting for Product Impact in the Telecommunications Industry
By: George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the telecommunications industry. We design a monetization methodology that allows us to calculate monetary impact estimates of network...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Telecommunications;
Product Design;
Product Positioning;
Society;
Product;
Environmental Sustainability;
Measurement and Metrics;
Framework;
Corporate Social Responsibility and Impact;
Telecommunications Industry
- 2021
- Working Paper
Accounting for Product Impact in the Water Utilities Industry
By: George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the water utilities industry. We design a monetization methodology that allows us to calculate monetary impact estimates of water...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Water;
Utilities;
Product Design;
Product Positioning;
Society;
Product;
Environmental Sustainability;
Measurement and Metrics;
Framework;
Corporate Social Responsibility and Impact;
Utilities Industry
- 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
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader...
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Keywords:
Brand Management;
Alcoholic Beverages;
Beer/brewing Industry;
Brand Positioning;
Growth;
Competitive Positioning;
Consumer Products;
Beverage Industry;
Value Proposition;
Marketing;
Brands and Branding;
Competition;
Product Positioning;
Competitive Strategy;
Consumer Behavior;
Consumer Products Industry;
Consumer Products Industry;
United States
- February 2021 (Revised March 2021)
- Case
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli and Jamie Merkrebs
AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its...
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Keywords:
E-commerce;
E-Commerce Strategy;
Mobile;
Digital Marketing;
Word-of-Mouth;
Word-of-mouth Marketing;
Word Of Mouth;
Internet Marketing;
Growth Strategy;
Platform;
Platforms;
Two Sided Markets;
Two-sided Market;
Two-sided Marketplace;
Two-Sided Markets;
Two-sided Network;
Black Entrepreneurs;
Black Leadership;
African Americans;
Circular;
Peer-to-peer Markets;
Furniture Industry;
Furniture;
Growth Hacking;
Monetization Strategy;
Growth Management;
Marketing Strategy;
Entrepreneurship;
Market Platforms;
Marketing Channels;
Online Advertising;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Two-Sided Platforms;
Customer Focus and Relationships;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America;
New York (city, NY);
New York (state, US)
- February 2021
- Case
Digital Manufacturing at Amgen
By: Shane Greenstein, Kyle Myers and Sarah Mehta
This case discusses efforts made by biotechnology (biotech) company Amgen to introduce digital technologies into its manufacturing processes. Doing so is complicated by the fact that the process for manufacturing biologics—or therapeutics made from living cells—is...
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Keywords:
Digital Technologies;
Change;
Change Management;
Decision Making;
Cost vs Benefits;
Decisions;
Information;
Data and Data Sets;
Innovation and Invention;
Innovation and Management;
Innovation Leadership;
Innovation Strategy;
Technological Innovation;
Jobs and Positions;
Knowledge;
Leadership;
Organizational Culture;
Science;
Strategy;
Technology;
Technology Adoption;
Biotechnology Industry;
Pharmaceutical Industry;
United States;
California;
Puerto Rico;
Rhode Island
- January 2021
- Case
Anodot: Autonomous Business Monitoring
By: Antonio Moreno and Danielle Golan
Autonomous business monitoring platform Anodot leveraged machine learning to provide real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product...
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- 2021
- Working Paper
Accounting for Product Impact in the Airlines Industry
By: George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the airlines industry. We design a monetization methodology that allows us to calculate monetary impact estimates of fare...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Aviation;
Product Design;
Product Positioning;
Society;
Product;
Environmental Sustainability;
Measurement and Metrics;
Framework;
Corporate Social Responsibility and Impact;
Air Transportation;
Air Transportation Industry
- November 2020
- Teaching Note
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals....
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Keywords:
Start-up Growth;
Startup;
Positioning;
Targeting;
Go To Market Strategy;
B2B Vs. B2C;
B2B2C;
Health ＆ Wellness;
AI;
Machine Learning;
Female Ceo;
Female Protagonist;
Science-based;
Science And Technology Studies;
Ecommerce;
Applications;
DTC;
Direct To Consumer Marketing;
US Health Care;
＂USA,＂;
Innovation;
Pricing;
Business Growth;
Segmentation;
Distribution Channels;
Growth and Development Strategy;
Business Startups;
Science-Based Business;
Health;
Innovation and Invention;
Marketing;
Technology;
Business Growth and Maturation;
Health Industry;
Technology Industry;
Insurance Industry;
Information Technology Industry;
Food and Beverage Industry;
Israel;
United States
- 2020
- Working Paper
Accounting for Product Impact in the Consumer Finance Industry
By: George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor credit card providers within the consumer finance industry. We design a monetization methodology that allows us to calculate monetary impact estimates...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Consumer Finance;
Financial Services;
Financial Inclusion;
Product;
Product Design;
Product Positioning;
Society;
Corporate Social Responsibility and Impact;
Personal Finance;
Credit Cards;
Financial Services Industry
- 2020
- Working Paper
Accounting for Product Impact in the Consumer-Packaged Foods Industry
By: Amanda Rischbieth, George Serafeim and Katie Trinh
We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the consumer-packaged goods industry. We design a methodology that allows us to calculate monetary impact estimates on customer...
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Keywords:
Product Innovation;
Impact;
Impact Investing;
Impact Measurement;
ESG;
ESG (Environmental, Social, Governance) Performance;
ESG Ratings;
Social Corporate Responsibility;
Corporate Social Responsibility;
Social Impact;
Nutrition Database;
Nutritional Information;
CPG;
Consumer Packaged Goods;
IWAI;
Product Design;
Product Positioning;
Society;
Environmental Sustainability;
Corporate Social Responsibility and Impact;
Nutrition;
Product;
Safety;
Consumer Products Industry
- 2020
- Working Paper
The Stock Market Value of Human Capital Creation
By: Matthias Regier and Ethan Rouen
We develop measures of firm-level human capital creation from publicly disclosed personnel expenses (PE) and examine the stock market valuation of these characteristics. Separately measuring human capital creation efficacy and opportunity, we first show...
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