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All HBS Web
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- Faculty Publications (181)
- July 3, 2020
- Article
Delivery Apps Need to Start Treating Suppliers As Partners
By: Scott Duke Kominers and Ian Macomber
Home delivery has shifted from a luxury service aimed at young urban professionals to a core part of many businesses, which is used by almost everyone. That upheaval has strained capacity of many delivery services and changed how they relate to the suppliers that they...
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Keywords:
Service Delivery;
Supply Chain;
Performance Capacity;
Performance Efficiency;
Entrepreneurship
Kominers, Scott Duke, and Ian Macomber. "Delivery Apps Need to Start Treating Suppliers As Partners." Harvard Business Review (website) (July 3, 2020).
- June 2020
- Teaching Note
Armarium: Luxury Fashion Brands for Rent
By: Jill Avery and David Fubini
Armarium, a two-sided digital platform that offered consumers the opportunity to rent the most coveted, current season high fashion clothing and accessories from the top global luxury brands, had emerged from its first sales season with two distinct customer segments:...
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Keywords:
Luxury Brand;
Fashion;
Sharing Economy;
Two-sided Marketplace;
Target Market;
Customer Selection;
Marketing;
Brands and Branding;
Luxury;
Two-Sided Platforms;
Business Model;
Growth and Development Strategy;
Customer Value and Value Chain;
Fashion Industry;
Consumer Products Industry;
United States;
North America
- May 2020
- Article
Sales Leadership During and After the Crisis
Because customer acquisition and retention are the lifeblood of a for-profit enterprise, sales activities establish foundational conditions for a business. In turn, sales managers’ responsibilities in a crisis extend beyond keeping the lights on. Their leadership makes...
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Cespedes, Frank V. "Sales Leadership During and After the Crisis." Top Sales Magazine (May 2020), 28–29.
- April 2020 (Revised June 2022)
- Technical Note
Quantitative Analysis in Marketing
By: Sunil Gupta
Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining...
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Gupta, Sunil. "Quantitative Analysis in Marketing." Harvard Business School Technical Note 520-091, April 2020. (Revised June 2022.)
- January 2020
- Case
Banorte Móvil: Data-Driven Mobile Growth
By: Ayelet Israeli, Carla Larangeira and Mariana Cal
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had...
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Keywords:
Data Analytics;
Customer Lifetime Value;
Financial Institutions;
Mobile and Wireless Technology;
Growth and Development Strategy;
Customers;
Technology Adoption;
Communication Strategy;
Banking Industry;
Mexico;
Latin America
Israeli, Ayelet, Carla Larangeira, and Mariana Cal. "Banorte Móvil: Data-Driven Mobile Growth." Harvard Business School Case 520-068, January 2020.
- 2019
- Working Paper
From Know-It-Alls to Learn-It-Alls: Executive Development in the Era of Self-Refining Algorithms, Collaborative Filtering and Wearable Computing
By: Mihnea Moldoveanu and Das Narayandas
We examine the future of executive education on a technological and cultural landscape that is imminent but different to the one we are accustomed to. We show how the contextualization, socialization and personalization of learning—avowed but distal goals of current...
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Keywords:
Executive Education;
Leadership Development;
Technological Innovation;
Customization and Personalization;
Management Skills;
Knowledge Acquisition;
Knowledge Sharing
Moldoveanu, Mihnea, and Das Narayandas. "From Know-It-Alls to Learn-It-Alls: Executive Development in the Era of Self-Refining Algorithms, Collaborative Filtering and Wearable Computing." Harvard Business School Working Paper, No. 20-061, November 2019.
- November 2019 (Revised January 2020)
- Case
Bayer Crop Science
By: David E. Bell, Damien McLoughlin, Natalie Kindred and James Barnett
In mid-2019, a year after German conglomerate Bayer Group closed its acquisition of U.S.-based seeds giant Monsanto, the leadership of Bayer’s Crop Science division (which absorbed Monsanto) is reflecting on the opportunities ahead. Some observers have questioned...
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Keywords:
Agribusiness;
Research and Development;
Innovation and Invention;
Innovation Strategy;
Mergers and Acquisitions;
Consolidation;
Customer Value and Value Chain;
Change Management;
Agriculture and Agribusiness Industry;
Technology Industry;
United States;
Germany
Bell, David E., Damien McLoughlin, Natalie Kindred, and James Barnett. "Bayer Crop Science." Harvard Business School Case 520-055, November 2019. (Revised January 2020.)
- September 2019 (Revised June 2020)
- Case
Othellonia: Growing a Mobile Game
In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization.
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Keywords:
Targeting;
Retention/churn;
Freemium;
Monetization;
Customer Relationship Management;
Games, Gaming, and Gambling;
Mobile and Wireless Technology;
Growth and Development Strategy;
Marketing;
Customers;
Marketing Strategy;
Retention;
Acquisition;
Entertainment and Recreation Industry;
Japan
Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.)
- August 2019 (Revised October 2019)
- Case
Systems Design West
By: Richard Ruback and Royce Yudkoff
Jenn Braus (HBS 2013) was halfway through the 90-day exclusivity period for her proposed acquisition of Systems Design West (SDW). She had completed her business and accounting due diligence. Just as she was about to ask her lawyer to begin drafting the purchase...
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Ruback, Richard, and Royce Yudkoff. "Systems Design West." Harvard Business School Case 220-004, August 2019. (Revised October 2019.)
- August 2019
- Case
Twiggle: E-commerce with Semantic Search
By: Shane Greenstein and Danielle Golan
Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and...
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Keywords:
Search Technology;
Customer Acquisition;
Internet and the Web;
Technological Innovation;
Commercialization;
Growth and Development Strategy;
E-commerce;
Technology Industry;
Israel
Greenstein, Shane, and Danielle Golan. "Twiggle: E-commerce with Semantic Search." Harvard Business School Case 620-025, August 2019.
- April 2019
- Case
Afterpay U.S.: The Omnichannel Dilemma
By: Antonio Moreno, Donald Ngwe and George Gonzalez
In 2018, Nick Molnar, the founder of the Australia-based online payment service Afterpay began its expansion to the U.S. market. The service had gained a loyal following in Australia by enabling customers to pay for online purchases through four interest-free...
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Keywords:
Omnichannel Retail;
Multi-sided Platforms;
Value Creation;
Business Model Innovation;
Fintech;
Digital Marketing;
Disruptive Innovation;
Business Startups;
Business Growth and Maturation;
Business Model;
Business Organization;
For-Profit Firms;
Change Management;
Customer Value and Value Chain;
Customer Relationship Management;
Customer Satisfaction;
Financing and Loans;
Microfinance;
Global Strategy;
Marketing Channels;
Brands and Branding;
Marketing Strategy;
Market Entry and Exit;
Digital Platforms;
Product Development;
Supply Chain Management;
Business and Stakeholder Relations;
Networks;
Network Effects;
Internet and the Web;
Financial Services Industry;
Retail Industry;
Technology Industry;
United States;
Australia
Moreno, Antonio, Donald Ngwe, and George Gonzalez. "Afterpay U.S.: The Omnichannel Dilemma." Harvard Business School Case 519-086, April 2019.
- February 2019 (Revised December 2019)
- Case
ThirdLove
By: Jeffrey F. Rayport and Matthew G. Preble
Rayport, Jeffrey F., and Matthew G. Preble. "ThirdLove." Harvard Business School Case 819-061, February 2019. (Revised December 2019.)
- 2020
- Working Paper
Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach
By: Eva Ascarza
The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can...
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Keywords:
Customer Management;
Targeting;
Deep Exponential Families;
Probabilistic Machine Learning;
Cold Start Problem;
Customer Relationship Management;
Customer Value and Value Chain;
Consumer Behavior;
Analytics and Data Science;
Mathematical Methods;
Retail Industry
Padilla, Nicolas, and Eva Ascarza. "Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach." Harvard Business School Working Paper, No. 19-091, February 2019. (Revised May 2020. Accepted at the Journal of Marketing Research.)
- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Consumer Behavior;
Social Media;
E-commerce
- November 2018 (Revised May 2019)
- Case
California Closets: Organizing the Customer Experience
By: Boris Groysberg and Annelena Lobb
California Closets had used robust net promoter score (NPS) data, surveyed across its locations, to create a more consistent and satisfying customer experience. CEO Bill Barton wanted to further optimize the customer experience around best practices. He also wanted to...
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Keywords:
Net Promoter Score;
Customer Relationship Management;
Customer Satisfaction;
Customers;
Acquisition;
Demographics;
Strategy
Groysberg, Boris, and Annelena Lobb. "California Closets: Organizing the Customer Experience." Harvard Business School Case 419-004, November 2018. (Revised May 2019.)
- October 2018
- Case
African Bank Investments Limited (A)
By: Lynn S. Paine and Will Hurwitz
Less than a year after joining the board of African Bank Investments Limited (ABIL), the newest director finds himself in difficult discussions with other directors about removing the struggling company’s CEO. The case is set in South Africa in mid-2014 as shares in...
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Keywords:
Ethics;
Personal Finance;
Corporate Accountability;
Governing and Advisory Boards;
Corporate Governance;
Crisis Management;
Insurance;
Leadership;
Management;
Risk Management;
Banking Industry;
Financial Services Industry;
Insurance Industry;
Africa;
South Africa
Paine, Lynn S., and Will Hurwitz. "African Bank Investments Limited (A)." Harvard Business School Case 319-052, October 2018.
- October 2018
- Supplement
African Bank Investments Limited (B)
By: Lynn S. Paine and Will Hurwitz
Less than a year after joining the board of African Bank Investments Limited (ABIL), the newest director finds himself in difficult discussions with other directors about removing the struggling company’s CEO. The case is set in South Africa in mid-2014 as shares in...
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Keywords:
Ethics;
Personal Finance;
Corporate Accountability;
Governing and Advisory Boards;
Corporate Governance;
Crisis Management;
Insurance;
Leadership;
Management;
Risk Management;
Banking Industry;
Financial Services Industry;
Insurance Industry;
Africa;
South Africa
Paine, Lynn S., and Will Hurwitz. "African Bank Investments Limited (B)." Harvard Business School Supplement 319-053, October 2018.
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating...
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Keywords:
DTC;
Direct To Consumer Marketing;
Health Care;
Mobile;
Attribution;
Experimentation;
Experiments;
Churn/retention;
Customer Lifetime Value;
Internet Marketing;
Big Data;
Analytics;
A/B Testing;
CRM;
Advertising;
Marketing;
Marketing Channels;
Marketing Strategy;
Media;
Brands and Branding;
Marketing Communications;
Digital Marketing;
Consumer Behavior;
Acquisition;
Growth and Development Strategy;
Customer Focus and Relationships;
Social Media;
E-commerce;
Analytics and Data Science;
Health Industry;
Consumer Products Industry;
United States;
North America;
Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- June 2018
- Article
Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged
By: Clarence Lee, Elie Ofek and Thomas Steenburgh
We study how digital service firms can develop an active customer base, focusing on two questions. First, how does the way that customers use the service postadoption to meet their own needs (personal usage) and to interact with one another (social usage) vary across...
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Keywords:
Customer Engagement;
Adoption Routes;
Word-of-Mouth;
Digital Marketing;
Bayesian Estimation;
Customers;
Communication;
Consumer Behavior;
Marketing;
Internet and the Web;
Analytics and Data Science
Lee, Clarence, Elie Ofek, and Thomas Steenburgh. "Personal and Social Usage: The Origins of Active Customers and Ways to Keep Them Engaged." Management Science 64, no. 6 (June 2018): 2473–2495. (Lead Article.)
- March 2018
- Teaching Note
Augmedix
Teaching Note for HBS No. 817-048. Augmedix provides a service that live-streams video of patient appointments to a remote scribe, freeing up significant physician time from electronic medical record data-entry tasks. The venture is confronting decisions in areas such...
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