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- September 2023
- Case
The Meteoric Rise of Skims
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...
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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
- 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...
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- 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...
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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
- April 2023
- Teaching Note
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Teaching Note for HBS Case No. 523-074.
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- April 2023
- Teaching Note
Roblox: Virtual Commerce in the Metaverse
By: Ayelet Israeli and Nicole Tempest Keller
Teaching Note for HBS Case No. 523-028.
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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 researchers and...
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- 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...
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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;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Food and Beverage Industry;
Media and Broadcasting Industry;
United States;
North America
- February 2023
- Teaching Note
Athletic Brewing Company: Crafting the U.S Non-Alcoholic Beer Category
By: Ayelet Israeli and Anne V. Wilson
Teaching Note for HBS Case No. 523-021.
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- 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,...
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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
- December 2022 (Revised January 2023)
- Case
Cann: High Hopes for Cannabis Infused Beverages
By: Ayelet Israeli and Anne V. Wilson
Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...
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Keywords:
Stigma;
Product Innovation;
Product Introduction;
Product Differentiation;
New Products;
New Product Marketing;
New Product Management;
Brand Management;
Branding;
Packaging;
Positioning;
Growth Strategy And Execution;
Growth;
Cannabis Industry;
Purpose;
Purpose Brands;
LGBTQ;
Direct-to-consumer;
DTC;
Regulations;
Channels Of Distribution;
Product Development;
Product Marketing;
Product Positioning;
Product;
Innovation and Invention;
Brands and Branding;
Marketing;
Marketing Communications;
Marketing Channels;
Advertising;
Advertising Campaigns;
Digital Marketing;
Market Entry and Exit;
Governing Rules, Regulations, and Reforms;
Consumer Products Industry;
Food and Beverage Industry;
United States;
Canada;
North America
- November 2022
- Background Note
The Future of E-Commerce: Lessons from the Livestream Wars in China
By: Ayelet Israeli, Jeremy Yang and Billy Chan
This note explores the emerging multi-billion dollar commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly to consumers via live shows on digital platforms (such as social media or e-commerce platforms). It is a form of...
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Keywords:
Retail;
Retailing;
E-commerce;
E-Commerce Strategy;
Ecommerce;
Channels Of Distribution;
Marketing Communication;
Livestream Commerce;
Marketing;
Marketing Channels;
Marketing Strategy;
Advertising;
Brands and Branding;
Media;
Consumer Behavior;
Social Media;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
China;
United States;
United Kingdom
- November–December 2022
- Article
The Value of Descriptive Analytics: Evidence from Online Retailers
By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an...
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- 2022
- Working Paper
Price Monitoring and Response: A Supply Side Characterization
By: Ayelet Israeli and Eric Anderson
With the growth of e-commerce and increasing price transparency, there has been tremendous interest in the adoption and competitive consequences of algorithmic pricing. A premise of algorithmic pricing is that firms monitor competitors' prices and then their pricing...
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- September–October 2022
- Article
Should Your Company Sell on Amazon?: Reach Comes at a Price
By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant
Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers.
In this article, the authors present a scorecard to...
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Keywords:
Retail;
Retailing;
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Amazon;
Amazon.com;
Sales;
Digital Marketing;
Internet and the Web;
Business Model;
Retail Industry;
Consumer Products Industry;
Fashion Industry;
Advertising Industry;
Battery Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Distribution Industry;
Electronics Industry;
Food and Beverage Industry;
United States
- September 2022
- Teaching Note
Yummy: Delivering Value to Venezuela
By: Ayelet Israeli, Jenyfeer Martinez Buitrago and Carla Larangeira
Teaching Note for HBS Case No. 522-034.
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- September 2022 (Revised November 2022)
- Teaching Note
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli
Teaching Note for HBS Case No. 522-046.
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Keywords:
Artificial Intelligence;
Pricing;
Pricing Algorithm;
Pricing Decisions;
Pricing Strategy;
Pricing Structure;
Promotion;
Promotions;
Online Marketing;
Data-driven Decision-making;
Data-driven Management;
Retail;
Retail Analytics;
Price;
Advertising Campaigns;
Analytics and Data Science;
Analysis;
Digital Marketing;
Budgets and Budgeting;
Marketing Strategy;
Marketing;
Transformation;
Decision Making;
AI and Machine Learning;
Retail Industry;
Italy
- August 2022
- Supplement
Zalora: Data-Driven Pricing Recommendations
By: Ayelet Israeli
This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the...
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Keywords:
Pricing;
Pricing Algorithms;
Dynamic Pricing;
Ecommerce;
Pricing Strategy;
Pricing And Revenue Management;
Apparel;
Singapore;
Startup;
Demand Estimation;
Data Analysis;
Data Analytics;
Exercise;
Price;
Internet and the Web;
Apparel and Accessories Industry;
Retail Industry;
Fashion Industry;
Singapore
- 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...
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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
- July 2022
- Supplement
Solution for E-Commerce Analytics for CPG Firms (A): Estimating Sales
By: Ayelet Israeli
Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Estimation;
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Bricks And Mortar;
Ecommerce;
Analytics and Data Science;
Analysis;
Sales;
Goods and Commodities;
Retail Industry;
Consumer Products Industry;
United States