Publications
Publications
Show Results For
-
All HBS Web
(557)
- Faculty Publications (151)
Page 1 of
151
Results
→
- March 2023
- Case
Metaverse Wars
By: Andy Wu, David B. Yoffie and Matt Higgins
In 2023, the term metaverse — a combination of the words “meta” and “universe” — had become a catch-all for a diverse set of expectations about online virtual worlds, virtual reality (VR), mixed reality (MR), augmented reality (AR), and the future of the internet,...
View Details
- 2023
- Book
Deeply Responsible Business: A Global History of Values-Driven Leadership
By: Geoffrey Jones
Corporate social responsibility has entered the mainstream, but what does it take to run a successful purpose-driven business? This book examines leaders who put values alongside profits to showcase the challenges and upside of deeply responsible business. Should...
View Details
Keywords:
Corporate Responsibility;
Business Ecuation;
Socially Responsible Investing;
Business Education;
Ethics;
Leadership;
Business History;
Philanthropy and Charitable Giving;
Religion;
Social Enterprise;
Social Issues;
Wealth and Poverty;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United Kingdom;
Germany;
United States;
Japan;
India;
Latin America
- February 2023
- Case
Doing Business in Nairobi, Kenya
By: Archie Jones, Leonard A. Schlesinger, Pippa Tubman Armerding and Kuria Kamau
This case examines the challenges and opportunities of doing business in Nairobi, Kenya. It highlights Kenya's economic transformation in the decades leading up to 2023 in the context of its history, culture, and politics. The case gives an overview of some of the main...
View Details
Keywords:
Business History;
Business and Government Relations;
Technological Innovation;
Foreign Direct Investment;
Economic Growth;
Financial Crisis;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Kenya;
Nairobi;
Africa
- 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...
View Details
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;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America
- January 2023
- Supplement
Apple: Privacy vs. Safety (B)
By: Henry McGee, Nien-hê Hsieh and Christian Godwin
In 2020, as the COVID-19 pandemic swept across the globe, Apple and Google partnered to develop a contact tracing application that would collect information about users infected with the disease and notify those who they had been in contact with. While Apple/Google’s...
View Details
Keywords:
Iphone;
Encryption;
Data Privacy;
Customers;
Customer Focus and Relationships;
Decision Making;
Ethics;
Values and Beliefs;
Globalized Firms and Management;
Government and Politics;
Health;
Health Pandemics;
Leadership;
Markets;
Safety;
Social Issues;
Information Technology;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
Europe
- 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...
View Details
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;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States
- September 6, 2022
- Article
Creating a Platform for Costless Personalization in Clothing
By: Shane Greenstein
This study analyzes the role of co-invention in the creation of a platform for print-on-demand-clothing, or PODC. Co-invention is the invention of a new business process to complement new technology, and turn it into a valuable commercial service. PODC copies a design...
View Details
- July 2022
- Case
boAt Lifestyle
By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales...
View Details
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...
View Details
Keywords:
Digital Marketing;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
B2B;
B2B2C;
Tradition;
Culture Change;
Cultural Adaptation;
Omnichannel;
Omnichannel Retail;
Omni-channel;
Omnichannel Retailing;
Sales Channels;
Sales Channel Development;
Channel Management;
Channels Of Distribution;
Marketplace;
Platforms;
Collaboration;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners and Partnerships;
Consumer Behavior;
Sales;
Internet and the Web;
Marketing Strategy;
Conflict and Resolution;
Conflict Management;
Organizational Culture;
Distribution Channels;
Digital Transformation;
Electronics Industry;
Electronics Industry;
Electronics Industry;
Turkey
- June 2022
- Case
Zalando: Becoming the Starting Point for Fashion
By: Antonio Moreno, Leela Nageswaran, Emilie Billaud and Federica Gabrieli
Born in 2008 as a small startup selling flip flops, by mid-2021 Zalando had turned into an online fashion company with an assortment of more than 4,500 international brands, 45 million active customers, and a presence in 23 European markets. An essential component in...
View Details
Keywords:
Transition;
Customer Value and Value Chain;
Digital Platforms;
Distribution;
Order Taking and Fulfillment;
Infrastructure;
Logistics;
Service Operations;
Strategy;
Business Strategy;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Europe
- June 2022
- Case
Worten Portugal: Becoming a Digital Marketplace
By: Antonio Moreno, Pedro Amorim and Tonia Labruyere
With Amazon's entry into Portugal, Miguel Mota Freitas, CEO of Portuguese electronics chain Worten, is reflecting on their strategy of building a competitive marketplace.
View Details
- 8 Feb 2022
- Interview
Episode 109: Former Best Buy CEO Hubert Joly
By: Hubert Joly and Adam Mendler
A former Fortune 100 CEO, Hubert Joly was the leader of America's largest consumer electronics retailer. As CEO of Best Buy, Hubert led the company’s turnaround by implementing a distinct leadership philosophy and contrarian strategic decisions. Hubert joins Adam to...
View Details
- November 2021
- Case
Tommy Hilfiger Adaptive: Fashion for All
By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta
In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making...
View Details
Keywords:
Marketing And Society;
Brands;
Fashion;
Inclusion;
Consumer;
Corporate Social Responsibility;
Retail;
Apparel;
Disability;
Accessibility;
Marketing;
Brands and Branding;
Marketing Communications;
Product Marketing;
Social Marketing;
Product Launch;
Product Positioning;
Marketing Strategy;
Social Enterprise;
Society;
Corporate Social Responsibility and Impact;
Social Issues;
Consumer Behavior;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
North America
- November 2021 (Revised January 2022)
- Case
Nicole M. Jones and The Hangar℠: Delta Air Lines' Global Innovation Center
By: Linda A. Hill and Emily Tedards
In 2016, Nicole M. Jones was hired to lead The Hangar, Delta Air Lines’ new innovation center in Atlanta, Georgia. Delta’s leadership had intended for The Hangar to catalyze a new approach to innovation at the company. After conducting three months of research on...
View Details
- September 2021 (Revised December 2021)
- Case
Telepass: From Tolling to Mobility Platform
By: Chiara Farronato, Stefano Denicolai and Sarah Mehta
Telepass, until very recently the sole processor of electronic toll payments on Italy’s highways, has ambitions beyond tolling. Since the mid-2010s, the company has been expanding into adjacent services. In 2017, Telepass launched TelepassPay—a mobile payment...
View Details
Keywords:
Mobile Payment;
App;
Mobility Services;
Analysis;
Change;
Change Management;
Transformation;
Transition;
Innovation and Invention;
Strategy;
Information Technology;
Mobile and Wireless Technology;
Transportation;
Transportation Networks;
Value;
Value Creation;
Consumer Behavior;
Technology Industry;
Transportation Industry;
Insurance Industry;
Europe;
Italy;
Milan
- August 2021
- Supplement
Coats: Supply Chain Challenges: Spreadsheet Supplement
By: Willy C. Shih
Coats, the largest thread maker in the world, transformed its business to digital colour measurement so that it could respond better to customer demand in the garment industry for rapid product cycles and more fragmented colour choices. Its embrace of digital colour...
View Details
- May 2021 (Revised February 2022)
- Teaching Note
THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
By: Ayelet Israeli and Jill Avery
THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on...
View Details
Keywords:
Data;
Data Analytics;
Artificial Intelligence;
AI;
AI Algorithms;
AI Creativity;
Fashion;
Retail;
Retail Analytics;
E-Commerce Strategy;
Platform;
Platforms;
Big Data;
Preference Elicitation;
Predictive Analytics;
App Development;
＂Marketing Analytics＂;
Advertising;
Mobile App;
Mobile Marketing;
Apparel;
Online Advertising;
Referral Rewards;
Referrals;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Analytics and Data Science;
Analysis;
Creativity;
Marketing Strategy;
Brands and Branding;
Consumer Behavior;
Demand and Consumers;
Forecasting and Prediction;
Marketing Channels;
Digital Marketing;
Internet and the Web;
Mobile and Wireless Technology;
AI and Machine Learning;
E-commerce;
Digital Platforms;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
United States
- April 2021 (Revised July 2021)
- Case
StockX: The Stock Market of Things (Abridged)
By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust...
View Details
Keywords:
Markets;
Auctions;
Bids and Bidding;
Demand and Consumers;
Consumer Behavior;
Analytics and Data Science;
Market Design;
Digital Platforms;
Market Transactions;
Marketplace Matching;
Supply and Industry;
Analysis;
Price;
Product Marketing;
Product Launch;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
North and Central America;
United States;
Michigan;
Detroit
- March 17, 2021
- Other Article
Beyond Pajamas: Sizing Up the Pandemic Shopper
By: Ayelet Israeli, Eva Ascarza and Laura Castrillo
A first look at how the COVID-19 pandemic impacted e-commerce apparel shopping in the US and the UK. Extensive analysis and interactive graphics utilizing millions of transactions.
While the pandemic is still playing out, our preliminary investigations... View Details
While the pandemic is still playing out, our preliminary investigations... View Details
Keywords:
Retail;
Retail Analytics;
Consumer;
Pandemic;
COVID;
COVID-19;
Apparel;
Ecommerce;
Online Shopping;
Online Apparel;
Online Sales;
Returns;
CRM;
Customer Retention;
Customer Experience;
Customer Value;
Digital;
Customer Focus and Relationships;
Customers;
Health Pandemics;
Consumer Behavior;
Customer Relationship Management;
Internet and the Web;
Behavior;
E-commerce;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
United States;
United Kingdom
- February 2021
- Case
Apple: Privacy vs. Safety (A)
By: Henry McGee, Nien-hê Hsieh and Christian Godwin
In 2015, Apple CEO Tim Cook debuted the iPhone 6S with enhanced security measures that enflamed a debate on privacy and public safety around the world. The iPhone 6S, amid a heightened concern for privacy following the 2013 revelation of clandestine U.S. surveillance...
View Details
Keywords:
Iphone;
Encryption;
Data Privacy;
Customers;
Customer Focus and Relationships;
Decision Making;
Ethics;
Values and Beliefs;
Globalized Firms and Management;
Government and Politics;
National Security;
Law;
Law Enforcement;
Leadership;
Markets;
Safety;
Social Issues;
Corporate Social Responsibility and Impact;
Civil Society or Community;
Mobile Technology;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
Consumer Products Industry;
United States;
China;
Hong Kong