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- September 2021
- Article
Network Interconnectivity and Entry into Platform Markets
Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within...
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- Article
Regulating Hospital Prices Based on Market Concentration Is Likely to Leave High-Price Hospitals Unaffected
By: Maximilian J. Pany, Michael E. Chernew and Leemore S. Dafny
Concern about high hospital prices for commercially insured patients has motivated several proposals to regulate these prices. Such proposals often limit regulations to highly concentrated hospital markets. Using a large sample of 2017 US commercial insurance claims,...
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- 2021
- Working Paper
The Asymmetric Mispricing Information in Analysts’ Target Prices
By: Jeremiah Green, John R. M. Hand and Anywhere Sikochi
We study the mispricing information in U.S. and international analysts’ target prices. We hypothesize that asymmetry in the value-relevance of information that firms supply to analysts, and asymmetry in how analysts convert such information into their target prices,...
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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
- August 2021
- Case
KKR
By: Jo Tango and Alys Ferragamo
In June of 2021, KKR’s executive team convened to prepare for an upcoming board meeting. From a small, three-person partnership that started in 1976 and invested only in U.S. LBOs, the firm 45 years later was a public company that employed over 1,600 people and managed...
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- July–August 2021
- Article
SPACs: What You Need to Know
By: Max Bazerman and Paresh Patel
Special purpose acquisition companies, or SPACs, have been around in various forms for decades, but during the past two years they’ve taken off in the United States. In 2019, 59 were created, with $13 billion invested; in 2020, 247 were created, with $80 billion...
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- June 2021
- Case
Modern Endowment Management: Paula Volent and the Bowdoin Endowment
By: Luis M. Viceira, Emily R. McComb and Dean Xu
This case examines modern endowment investment management through the lens of a leadership transition between Chief Investment Officers (CIOs). In March 2021, Paula Volent is about to step down as the CIO of the endowment of Bowdoin College after twenty-one years, and...
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- 2021
- Working Paper
Risk Sensitivity or Social Signaling? Unmasking Behaviors with Video Analytics
By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan
In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down the spread of the coronavirus. Why did people comply, or not, while shopping in 2020? Do these motivations relate to their shopping...
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- June 23, 2021
- Article
Research: When A/B Testing Doesn't Tell You the Whole Story
By: Eva Ascarza
When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While...
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Keywords:
Customer Retention;
Churn;
Targeting;
Market Research;
Marketing;
Investment Return;
Customers;
Retention;
Research
- 2021
- Working Paper
Public Entrepreneurial Finance around the Globe
By: Jessica Bai, Shai Bernstein, Abhishek Dev and Josh Lerner
This paper examines how government funding programs geared towards early-stage companies interact with private capital markets. Using hand-collected data on 755 government programs worldwide, we find that governments’ allocations to such funding programs have been...
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- April 2021
- Background Note
HEAD vs. LEAD: Disruptions Originating at the High- vs. Low-End of the Market
By: Elie Ofek, Olivier Toubia and Didier Toubia
Twenty five years after it was initially proposed, Clay Christensen’s theory of disruptive innovation continues to be a major reference for entrepreneurs, corporate innovators, and investors. However, the term “disruptive innovation” is often used in ways and contexts...
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- April 2021
- Case
ClearChoice Dental Implant Centers
By: Robert S. Kaplan, Ashiana Jivraj and Jane Barrow
The case illustrates the application of value-based health care to dental medicine. ClearChoice Dental Implant Centers was a rapidly-growing network of dentist-owned independent implant clinics. The targeted market included 23 million people, 15% of the US adult...
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- April 2021 (Revised August 2021)
- Case
Borusan CAT: Monetizing Prediction in the Age of AI (A)
By: Navid Mojir and Gamze Yucaoglu
Borusan Cat is an international distributor of Caterpillar heavy machines. Esra Durgun (Director of Strategy, Digitization, and Innovation) and Ozgur Gunaydin (CEO) seem to have bet their careers on developing Muneccim, a new predictive technology that is designed to...
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- March 2021
- Supplement
Artea (A), (B), (C), and (D): Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on...
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- March 2021
- Case
Philips: Redefining Telehealth
By: Regina E. Herzlinger, Natalie Kindred, Sara M. McKinley and Alec Petersen
Would the advent of global payment models and ACOs create sufficient demand for a telemedicine offering covering the care continuum, from hospitals to the home? This was the decision facing Royal Philips Electronics (Philips), the Netherlands-based producer of...
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Keywords:
Health Care;
Philips;
Visicu;
Telemedicine;
eICU;
Accountable Care Organization;
ACO;
Bundled Payment;
Hospital To Home;
Patient Monitoring Devices;
Home Health Care;
Health Care and Treatment;
Communication Technology;
Quality;
Safety;
Performance Productivity;
Performance Capacity;
Performance Efficiency;
Consumer Behavior;
Emerging Markets;
Health Industry;
Telecommunications Industry;
Netherlands
- 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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- 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;
Food and Beverage Industry;
United States
- January 2021 (Revised May 2021)
- Case
Amazon Shopper Panel: Paying Customers for Their Data
By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own...
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Keywords:
Data Analytics;
Data Privacy;
Data Management;
＂Marketing Analytics＂;
Marketing Communication;
Marketing Research;
Data-driven Management;
E-commerce;
E-Commerce Strategy;
Ethical Decision Making;
CRM;
Consumer Protection;
Targeted Advertising;
Targeted Policies;
Data Ownership;
Marketing;
Research;
Marketing Communications;
Data and Data Sets;
Management;
Customer Relationship Management;
Ethics;
Retail Industry;
Technology Industry;
United States
- 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...
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- 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