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      Marketing Remove Marketing →

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      • October 2023
      • Article

      Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior

      By: Jimin Nam, Maya Balakrishnan, Julian De Freitas and Alison Wood Brooks
      Organizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or...  View Details
      Keywords: Brands and Branding; Public Opinion; Social Media; Social Issues
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      Nam, Jimin, Maya Balakrishnan, Julian De Freitas, and Alison Wood Brooks. "Speedy Activists: Firm Response Time to Sociopolitical Events Influences Consumer Behavior." Special Issue on Consumer Insights from Text Analysis edited by Grant Packard, Sarah G. Moore, and Jonah Berger. Journal of Consumer Psychology 33, no. 4 (October 2023): 632–644.
      • September 2023
      • Teaching Plan

      KaBoom! Play at Scale

      By: V. Kasturi Rangan, Sarah Appleby and Christine Snively
      Teaching Plan for HBS Case No. 517-025.  View Details
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      Rangan, V. Kasturi, Sarah Appleby, and Christine Snively. "KaBoom! Play at Scale." Harvard Business School Teaching Plan 524-025, September 2023.
      • September 2023
      • Case

      The Meteoric Rise of Skims

      By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
      Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...  View Details
      Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Inference; Consumer Goods; Consumer Products; Female Entrepreneur; Female Protagonist; Entrepreneurship And Strategy; Brand & Product Management; Competitive Advantage; Online Followers; Retail; Retail Formats; Retailing; Online Retail; Celebrities; Celebrity; Celebrity Endorsement; Go To Market Strategy; Apparel; Startup Marketing; Startups; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
      • August 2023
      • Teaching Note

      OOFOS Recovery Footwear

      By: Sunil Gupta and Celine Chammas
      Teaching Note for HBS Case No. 523-003.  View Details
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      Gupta, Sunil, and Celine Chammas. "OOFOS Recovery Footwear." Harvard Business School Teaching Note 524-024, August 2023.
      • August 2023
      • Case

      Kariyer.net: Recruiting AI

      By: Shunyuan Zhang, Fares Khrais and Namrata Arora
      In 2017, Fatih Uysal (AMP 2021) became CEO of Kariyer.net. By then, the business was already the industry leading online job board in Turkey. However, faced with stalling growth, a turbulent macroenvironment, and growing competition from international players, Uysal...  View Details
      Keywords: Online Technology; Marketing; Websites; Artificial Intelligence; Innovation; Two-sided Platforms; Internet and the Web; Product Launch; Product Positioning; Job Search; Employment; Transformation; Volatility; Innovation and Invention; Disruptive Innovation; Management Practices and Processes; Business Growth and Maturation; Competitive Strategy; Business Startups; Talent and Talent Management; Cost vs Benefits; Macroeconomics; Corporate Entrepreneurship; Emerging Markets; Digital Platforms; Employment Industry; Information Technology Industry; Technology Industry; Middle East; Turkey
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      Zhang, Shunyuan, Fares Khrais, and Namrata Arora. "Kariyer.net: Recruiting AI." Harvard Business School Case 524-014, August 2023.
      • August 2023 (Revised September 2023)
      • Case

      Zegna

      By: Rohit Deshpandé, Dante Roscini and Elena Corsi
      A traditionally mono-brand menswear luxury company faces growing competition from international groups and changes its brand focus from formal wear to leisure wear  View Details
      Keywords: Marketing Strategy; Product Marketing; Product Positioning; Fashion Industry; Italy
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      Deshpandé, Rohit, Dante Roscini, and Elena Corsi. "Zegna." Harvard Business School Case 524-021, August 2023. (Revised September 2023.)
      • August 2023
      • Background Note

      Pricing and Customer Psychology

      By: Elie Ofek
      This note provides an overview of how psychological principles may be used as part of a seller’s pricing strategy. The note defines the concept of psychological pricing and explains the motivations for firms to engage in it. Prominent practices and tactics, with...  View Details
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      Ofek, Elie. "Pricing and Customer Psychology." Harvard Business School Background Note 524-019, August 2023.
      • August 2023
      • Case

      Reimagining Hindustan Unilever (A)

      By: Sunil Gupta and Rachna Tahilyani
      In the fall of 2019, the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, is wondering what to do about their experiments to digitize distribution. Despite three years of intense efforts, their apps to empower retailers...  View Details
      Keywords: Distribution; Decisions; Organizational Change And Adaptation; Experimentation; Transformation; Consumer Behavior; E-commerce; Competition; Performance; Business Strategy; Marketing; Digital Transformation; Digital Strategy; Leading Change; Consumer Products Industry; Asia; India
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      Gupta, Sunil, and Rachna Tahilyani. "Reimagining Hindustan Unilever (A)." Harvard Business School Case 524-020, August 2023.
      • August 2023
      • Supplement

      Reimagining Hindustan Unilever (B)

      By: Sunil Gupta and Rachna Tahilyani
      In April 2023, as the CEO and MD of Hindustan Unilever (HUL), India’s largest fast-moving consumer goods (FMCG) firm, prepared to hand over the firm’s reins to his successor, he proudly reflected on the last decade. His quest to digitally transform HUL into an...  View Details
      Keywords: Distribution; Decisions; Organizational Change And Adaptation; Experimentation; Transformation; Consumer Behavior; E-commerce; Competition; Performance; Business Strategy; Marketing; Digital Transformation; Digital Strategy; Leading Change; Consumer Products Industry; Asia; India
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      Gupta, Sunil, and Rachna Tahilyani. "Reimagining Hindustan Unilever (B)." Harvard Business School Supplement 524-022, August 2023.
      • July–August 2023
      • Article

      What Smart Companies Know About Integrating AI

      By: Silvio Palumbo and David Edelman
      AI has the power to gather, analyze, and utilize enormous volumes of individual customer data to achieve precision and scale in personalization. The experiences of Mercury Financial, CVS Health, and Starbucks debunk the prevailing notion that extracting value from AI...  View Details
      Keywords: AI and Machine Learning; Customization and Personalization; Integration; Technology Adoption
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      Palumbo, Silvio, and David Edelman. "What Smart Companies Know About Integrating AI." Harvard Business Review 101, no. 4 (July–August 2023): 116–125.
      • 2023
      • Working Paper

      Beyond the Hype: Unveiling the Marginal Benefits of 3D Virtual Tours in Real Estate

      By: Mengxia Zhang and Isamar Troncoso
      3D virtual tours (VTs) have become a popular digital tool in real estate platforms, enabling potential buyers to virtually walk through the houses they search for online. In this paper, we study home sellers’ adoption of VTs and the VTs’ relative benefits compared to...  View Details
      Keywords: Marketing; AI and Machine Learning; Technology Adoption; Real Estate Industry
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      Zhang, Mengxia, and Isamar Troncoso. "Beyond the Hype: Unveiling the Marginal Benefits of 3D Virtual Tours in Real Estate." Harvard Business School Working Paper, No. 24-003, July 2023.
      • July 2023
      • Case

      Crocs: Using Community-Centric Marketing to Make Ugly Iconic

      By: Ayelet Israeli and Anne V. Wilson
      In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs...  View Details
      Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Apparel and Accessories Industry; United States
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      Israeli, Ayelet, and Anne V. Wilson. "Crocs: Using Community-Centric Marketing to Make Ugly Iconic." Harvard Business School Case 524-006, July 2023.
      • July 2023
      • Case

      DayTwo: Going to Market with Gut Microbiome (Abridged)

      By: Ayelet Israeli
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      Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.
      • July 2023
      • Supplement

      Managing Customer Retention at Teleko

      By: Eva Ascarza
      This exercise aims to teach students about 1)Targeting Policies; and 2)Algorithmic decision making, 3) Retention management.  View Details
      Keywords: Customer Relationship Management; Telecommunications Industry; Technology Industry; United States
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      Ascarza, Eva. "Managing Customer Retention at Teleko." Harvard Business School Spreadsheet Supplement 524-702, July 2023.
      • July 2023
      • Teaching Note

      Best Buy: Renew Blue

      By: Sunil Gupta, Amram Migdal and Dave Habeeb
      Teaching Note for HBS Case No. 523-711.  View Details
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      Gupta, Sunil, Amram Migdal, and Dave Habeeb. "Best Buy: Renew Blue." Harvard Business School Teaching Note 524-009, July 2023.
      • Jul 2023
      • Keynote Speech

      Keynote Speech

      By: Julian De Freitas
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      De Freitas, Julian. "Keynote Speech." 10th Consumer Neuroscience Satellite Symposium, Society for Neuroeconomics, Sauder School of Business, University of British Columbia, Canada, July 2023.
      • June 2023
      • Simulation

      Artea Dashboard and Targeting Policy Evaluation

      By: Ayelet Israeli and Eva Ascarza
      Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea...  View Details
      Keywords: Algorithm Bias; Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
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      Israeli, Ayelet, and Eva Ascarza. "Artea Dashboard and Targeting Policy Evaluation." Harvard Business School Simulation 523-707, June 2023.
      • June 2023
      • Supplement

      Navya, Instructor Spreadsheet

      By: Julian De Freitas and Elie Ofek
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      De Freitas, Julian, and Elie Ofek. "Navya, Instructor Spreadsheet." Harvard Business School Spreadsheet Supplement 524-701, June 2023.
      • June 2023
      • Teaching Note

      Navya: Steering Toward a Driverless Future

      By: Julian De Freitas and Elie Ofek
      Teaching Note for HBS Case No. 523-046.  View Details
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      De Freitas, Julian, and Elie Ofek. "Navya: Steering Toward a Driverless Future." Harvard Business School Teaching Note 524-007, June 2023.
      • June 2023
      • Technical Note

      Enhancing Your Contribution to Group Learning in Marketing

      By: Jill Avery
      How to enhance your contribution to group learning in RC Marketing. Includes information on the learning contract in a case class and the respective roles of instructor and students, how to analyze a marketing case, how to participate in a marketing case discussion,...  View Details
      Keywords: Marketing
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      Avery, Jill. "Enhancing Your Contribution to Group Learning in Marketing." Harvard Business School Technical Note 523-115, June 2023.
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