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      • Faculty Publications  (288)

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      • March 2023
      • Teaching Note

      VideaHealth: Building the AI Factory

      By: Karim R. Lakhani
      Teaching Note for HBS Case No. 621-021. The case “VideaHealth: Building the AI Factory” examines the creation of dental startup VideaHealth (Videa) and the development of its artificial intelligence (AI)-led business strategy through the eyes of founder and CEO Florian...  View Details
      Keywords: AI and Machine Learning; Applications and Software; Business Model; Marketing Strategy; Product Development; Health Industry; Technology Industry
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      Lakhani, Karim R. "VideaHealth: Building the AI Factory." Harvard Business School Teaching Note 623-073, March 2023.
      • March 2023
      • Article

      Learning to Successfully Hire in Online Labor Markets

      By: Marios Kokkodis and Sam Ransbotham
      Hiring in online labor markets involves considerable uncertainty: which hiring choices are more likely to yield successful outcomes and how do employers adjust their hiring behaviors to make such choices? We argue that employers will initially explore the value of...  View Details
      Keywords: Selection and Staffing; Analysis; Decision Choices and Conditions
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      Kokkodis, Marios, and Sam Ransbotham. "Learning to Successfully Hire in Online Labor Markets." Management Science 69, no. 3 (March 2023): 1597–1614.
      • 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.
      • 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
      • 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.
      • Working Paper

      Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry

      By: Dominika Kinga Randle and Gary P. Pisano
      An enduring trait of modern corporations is their propensity to diversify into multiple lines of business. Penrosian theories conceptualize diversification as a strategy to exploit a firm’s fungible, yet “untradeable,” resources and point to redeployment of...  View Details
      Keywords: Growth and Development Strategy; Technology Adoption; Diversification; Market Entry and Exit; Transformation
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      Randle, Dominika Kinga, and Gary P. Pisano. "Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry." Harvard Business School Working Paper, No. 23-032, December 2022.
      • December 2022 (Revised February 2023)
      • Case

      Marfrig's Quest for Sustainable Beef

      By: Jose B. Alvarez, Pedro Levindo and Ruth Costas
      Marfrig, one of the world’s leading meatpackers, strived to comply with its commitment to have a deforestation-free value chain in Brazil by 2030. The company also pledged to reduce its emissions of greenhouse gases in accordance with the guidelines set by the...  View Details
      Keywords: Agribusiness; Animal-Based Agribusiness; Plant-Based Agribusiness; Acquisition; Family Business; Communication Strategy; Environmental Management; Climate Change; Environmental Regulation; Environmental Sustainability; Bonds; Food; Global Strategy; Goods and Commodities; Government and Politics; Political Elections; Leading Change; Marketing; Product Marketing; Product Positioning; Supply Chain; Supply Chain Management; Corporate Social Responsibility and Impact; Business and Government Relations; Business and Stakeholder Relations; Partners and Partnerships; Strategy; Adaptation; Business Strategy; Commercialization; Competitive Strategy; Corporate Strategy; Diversification; Expansion; Agriculture and Agribusiness Industry; Food and Beverage Industry; Brazil; Latin America; Argentina; Uruguay; North America; United States; Europe; Asia; China
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      Alvarez, Jose B., Pedro Levindo, and Ruth Costas. "Marfrig's Quest for Sustainable Beef." Harvard Business School Case 523-073, December 2022. (Revised February 2023.)
      • 2022
      • Working Paper

      Regulatory Incentives for Innovation: The FDA's Breakthrough Therapy Designation

      By: Amitabh Chandra, Jennifer Kao, Kathleen Miller and Ariel D. Stern
      Regulators of new products confront a tradeoff between speeding a new product to market and collecting additional product quality information. The FDA’s Breakthrough Therapy Designation (BTD) provides an opportunity to understand if a regulator can use new policy to...  View Details
      Keywords: Research and Development; Governing Rules, Regulations, and Reforms; Product Development
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      Chandra, Amitabh, Jennifer Kao, Kathleen Miller, and Ariel D. Stern. "Regulatory Incentives for Innovation: The FDA's Breakthrough Therapy Designation." NBER Working Paper Series, No. 30712, December 2022.
      • November 2022 (Revised December 2022)
      • Case

      Replika AI: Monetizing a Chatbot

      By: Julian De Freitas and Nicole Tempest Keller
      In early 2018, Eugenia Kuyda, co-founder and CEO of San Francisco-based chatbot Replika AI, was deciding how to monetize the app she had built. Launched in 2017, Replika was a consumer AI “companion app” developed by a team of AI software engineers originally based in...  View Details
      Keywords: Mental Health; Subscriber Models; TAM; Monetization Strategy; Marketing Strategy; Product Marketing; AI and Machine Learning; Applications and Software; Product Positioning; Health Disorders; Technology Industry
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      De Freitas, Julian, and Nicole Tempest Keller. "Replika AI: Monetizing a Chatbot." Harvard Business School Case 523-016, November 2022. (Revised December 2022.)
      • 2022
      • Working Paper

      The Issuance and Design of Sustainability-linked Loans

      By: Maria Loumioti and George Serafeim
      Sustainability-linked loans (i.e., syndicated loans for which pricing is linked to a sustainability performance indicator) have rapidly evolved into a significant private debt product. We find that sustainability-linked lending has been available mostly to borrowers...  View Details
      Keywords: Sustainability; Sustainability Management; Credit Products; Loan Contracts; Loans; Corporate Finance; Credit Risk; Environment; ESG; ESG Ratings; Climate Change; Finance; Borrowing and Debt; Risk and Uncertainty; Credit
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      Loumioti, Maria, and George Serafeim. "The Issuance and Design of Sustainability-linked Loans." Harvard Business School Working Paper, No. 23-027, November 2022.
      • 2023
      • Working Paper

      Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

      By: Ta-Wei Huang and Eva Ascarza
      Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to...  View Details
      Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing
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      Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Harvard Business School Working Paper, No. 23-023, October 2022. (Revised April 2023.)
      • September 2022
      • Background Note

      On CUE: The Quest for Optimal Customer Unit Economics

      By: Elie Ofek, Barak Libai and Eitan Muller
      Startups are often evaluated by how well they perform on unit economics, defined as the ratio of a customer’s lifetime value (LTV) to acquisition costs (CAC). A common target for unit economics, advocated by many VCs and analysts, is 3:1 (i.e., LTV/CAC=3). While there...  View Details
      Keywords: Unit Economics; Business Startups; Performance Evaluation; Customer Value and Value Chain; Customer Relationship Management; Analysis
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      Ofek, Elie, Barak Libai, and Eitan Muller. "On CUE: The Quest for Optimal Customer Unit Economics." Harvard Business School Background Note 523-050, September 2022.
      • September 2022
      • Case

      AllSpice: GitHub for Hardware Engineers

      By: Jeffrey J. Bussgang and Mel Martin
      AllSpice, a software-as-a-service company that built a GitHub-like revision control tool for hardware engineers, was in the midst of preparing for rapid scale when the 2022 market downturn left them with big decisions to make. Cofounder and CEO Valentina Ratner had to...  View Details
      Keywords: Scaling; SaaS; Strategy; Marketing; Growth and Development Strategy; Resource Allocation; Customer Focus and Relationships; Technology Industry; Electronics Industry; United States
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      Bussgang, Jeffrey J., and Mel Martin. "AllSpice: GitHub for Hardware Engineers." Harvard Business School Case 823-022, September 2022.
      • 2022
      • Chapter

      Coordinating Marketing and Sales in B2B Organizations

      By: Frank V. Cespedes
      This Handbook is targeted at academics and graduate students who want an overview of the academic state of the business-to-business marketing domain and at B2B practitioners who want to be aware of the current state of knowledge in their domains. This chapter examines...  View Details
      Keywords: B2B Marketing; Marketing
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      Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." Chap. 7 in Handbook of Business-to-Business Marketing. 2nd ed. Edited by Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts, 117–137. Edward Elgar Publishing, 2022.
      • 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.)
      • August 2022
      • Background Note

      Retail Media Networks

      By: Eva Ascarza, Ayelet Israeli and Celine Chammas
      In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...  View Details
      Keywords: Advertisers; Advertising Media; Media And Broadcasting Industry; Retail; Retail Analytics; Retail Promotion; Retailing; Ecommerce; E-Commerce Strategy; E-commerce; Marketing Communication; Targeting; Targeted Advertising; Targeted Marketing; Advertising; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Media; Marketing Channels; Retail Industry; Consumer Products Industry; Advertising Industry; United States
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      Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.
      • 2022
      • Chapter

      Lessons Learned from Support to Business during COVID-19

      By: Gabriel Chodorow-Reich, Benjamin Iverson and Adi Sunderam
      The authors survey the new federal subsidies and loans provided to businesses in the first year of the pandemic—including the Paycheck Protection Program (PPP), the Economic Injury Disaster Loan (EIDL) program, and aid targeted at specific industries such as airlines...  View Details
      Keywords: COVID-19 Pandemic; Small Business; Government Legislation; Policy
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      Chodorow-Reich, Gabriel, Benjamin Iverson, and Adi Sunderam. "Lessons Learned from Support to Business during COVID-19." Chap. 4 in Recession Remedies: Lessons Learned from the U.S. Economic Policy Response to COVID-19, edited by Wendy Edelberg, Louise Sheiner, and David Wessel, 123–162. Brookings Institution Press, 2022.
      • March 2022 (Revised July 2022)
      • Teaching Note

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery
      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...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
      • March 2022
      • Case

      DealShare: Social E-Commerce for the Indian Mass Market

      By: Krishna G. Palepu and Malini Sen
      Launched in September 2018, e-retail startup DealShare has created a tech-enabled model for the Indian mass market that allows customers to buy together, save money on good quality goods, and at the same time have fun. It targets customers who are still getting used to...  View Details
      Keywords: Business Model; Disruption; Trends; Talent and Talent Management; Customer Focus and Relationships; Value; Cost vs Benefits; Value Creation; Internet and the Web; India
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      Palepu, Krishna G., and Malini Sen. "DealShare: Social E-Commerce for the Indian Mass Market." Harvard Business School Case 322-099, March 2022.
      • February 2022 (Revised June 2022)
      • Case

      Resident 2020

      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...  View Details
      Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers
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      Rayport, Jeffrey F., and Thomas O. Jones. "Resident 2020." Harvard Business School Case 822-114, February 2022. (Revised June 2022.)
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