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- May 2022
- Case
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
This case provides an overview of “Franz for Life,” an advertising campaign that independent advertising agency Mekansim created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia’s popularity declined among...
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- 2022
- Working Paper
Small Campaign Donors
By: Laurent Bouton, Julia Cagé, Edgard Dewitte and Vincent Pons
In this paper, we study the characteristics and behavior of small donors, and compare them to those of large donors. We first build a novel dataset including all the 340 million individual contributions reported to the U.S. Federal Election Commission between 2005 and...
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Keywords:
Campaign Finance;
Campaign Contributions;
Small Donations;
ActBlue;
WinRed;
TV Advertising;
Political Elections;
Finance;
Demographics;
Advertising;
Analysis
Bouton, Laurent, Julia Cagé, Edgard Dewitte, and Vincent Pons. "Small Campaign Donors." NBER Working Paper Series, No. 30050, May 2022.
- March 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...
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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;
Advertising Industry;
United States
- 2022
- Working Paper
From Anti-vax Intentions to Vaccination: Panel and Experimental Evidence from Nine Countries
By: Vincenzo Galasso, Vincent Pons, Paola Profeta, Michael Becher, Sylvain Brouard and Martial Foucault
Millions of people refuse COVID-19 vaccination. Using original data from two surveys in nine OECD countries, we analyze the determinants of anti-vax intentions in December 2020 and show that half of the anti-vax individuals were vaccinated by summer 2021. Vaccinations...
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Keywords:
COVID-19;
Vaccination;
Vaccine Hesitancy;
Information Campaigns;
Health Pandemics;
Behavior;
Information
Galasso, Vincenzo, Vincent Pons, Paola Profeta, Michael Becher, Sylvain Brouard, and Martial Foucault. "From Anti-vax Intentions to Vaccination: Panel and Experimental Evidence from Nine Countries." NBER Working Paper Series, No. 29741, February 2022.
- November 2021 (Revised December 2021)
- Supplement
PittaRosso (B): Human and Machine Learning
By: Ayelet Israeli
This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case.
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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
Israeli, Ayelet. "PittaRosso (B): Human and Machine Learning." Harvard Business School Supplement 522-047, November 2021. (Revised December 2021.)
- October 2021 (Revised March 2022)
- Supplement
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once...
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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;
Retail Industry;
Italy
- October 2021 (Revised June 2022)
- Case
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once...
View Details
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;
AI;
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
Israeli, Ayelet. "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion." Harvard Business School Case 522-046, October 2021. (Revised June 2022.)
- April 2021
- Case
The Clean Network and the Future of Global Technology Competition
By: Meg Rithmire and Courtney Han
In May 2019, amidst of an ever-worsening trade war between the U.S. and China, President Donald Trump added Chinese telecom giant Huawei to the Department of Commerce’s “entity list,” essentially forbidding American firms from doing business with the company. Huawei,...
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Keywords:
5G;
Telecommunications;
Information Technology;
Internet and the Web;
Mobile and Wireless Technology;
Trade;
Competition;
International Relations;
Telecommunications Industry;
China
Rithmire, Meg, and Courtney Han. "The Clean Network and the Future of Global Technology Competition." Harvard Business School Case 721-045, April 2021.
- 2021
- Working Paper
Translating Information into Action: A Public Health Experiment in Bangladesh
By: Reshmaan Hussam, Abu Shonchoy, Chikako Yamauchi and Kailash Pandey
While models of technology adoption posit learning as the basis of behavior change, information campaigns in public health frequently fail to change behavior. We design an information campaign embedding hand-hygiene edutainment within popular dramas using mobile...
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Hussam, Reshmaan, Abu Shonchoy, Chikako Yamauchi, and Kailash Pandey. "Translating Information into Action: A Public Health Experiment in Bangladesh." Working Paper, December 2021.
- January 2020 (Revised March 2020)
- Case
Huawei: A Global Tech Giant in the Crossfire of a Digital Cold War
By: William C. Kirby, Billy Chan and John P. McHugh
By 2020, Ren Zhengfei, CEO of Huawei, had transformed the small telephone switch manufacturer he founded in 1987 into a $120 billion telecommunications company poised to lead the lucrative rollout of fifth-generation (5G) cellular networks. However, an emerging...
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Keywords:
International Strategy;
Government And Business;
Digital Infrastructure;
Political Risk;
Information Technology;
Infrastructure;
Business and Government Relations;
Government and Politics;
Information Infrastructure;
Technology Industry;
China;
United States
Kirby, William C., Billy Chan, and John P. McHugh. "Huawei: A Global Tech Giant in the Crossfire of a Digital Cold War." Harvard Business School Case 320-089, January 2020. (Revised March 2020.)
- 2020
- Working Paper
How Do Campaigns Shape Vote Choice? Multi-Country Evidence from 62 Elections and 56 TV Debates
By: Caroline Le Pennec and Vincent Pons
Using multi-country data from 62 elections since 1952, we show that 17% to 29% of voters make up their mind during the final two months of campaigns, generating sizeable swings in candidates’ vote shares. We obtain these results by measuring the consistency between...
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Le Pennec, Caroline, and Vincent Pons. "How Do Campaigns Shape Vote Choice? Multi-Country Evidence from 62 Elections and 56 TV Debates." NBER Working Paper Series, No. 26572, December 2019. (Revised July 2020. Revise and resubmit requested, The Quarterly Journal of Economics.)
- May 28, 2019
- Other Article
How Russia Found a Disinformation Haven in America
By: Rawi Abdelal and Galit Goldstein
The Mueller Report established that “the Russians” undertook information operations campaigns to meddle in the 2016 U.S. presidential election. Though this has been clear for a long time, Americans continue to discuss Russian information operations in the wrong way....
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Keywords:
Elections;
Donald Trump;
Political Elections;
National Security;
Information Technology;
Governing Rules, Regulations, and Reforms;
Social Media;
Russia;
United States
Abdelal, Rawi, and Galit Goldstein. "How Russia Found a Disinformation Haven in America." National Interest (May 28, 2019).
- May 2019
- Teaching Note
JUUL and the Vaping Revolution
By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006.
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Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Advertising;
Advertising Campaigns;
Digital Marketing;
Customers;
Innovation and Invention;
Innovation Strategy;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Information Technology;
Technology Industry;
San Francisco
- March 2019
- Case
HOPI: Turkey's Shopping Companion
By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu
The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer...
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Keywords:
Loyalty Programs;
Multi-vendor Platform;
Retail;
Big Data;
Customer Relationship Management;
Mobile and Wireless Technology;
Business Model;
Analytics and Data Science;
Competitive Strategy;
Decision Making;
Applications and Software;
Technology Industry;
Retail Industry;
Turkey
Gupta, Sunil, Donald Ngwe, and Gamze Yucaoglu. "HOPI: Turkey's Shopping Companion." Harvard Business School Case 519-057, March 2019.
- November 2018 (Revised April 2019)
- Case
Nike: Changing the Sneakers Game
By: Anita Elberse, Bryce Aiken and Howard Johnson
“Our goal is to be the kind of start-up that would terrify Nike—if Nike didn’t already own us.” Ron Faris, general manager of S23NYC, a Manhattan-based digital studio owned by sports apparel giant Nike, is on the phone with Adam Sussman, Nike’s chief digital officer....
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Keywords:
Digital Technology;
Apparel;
Fashion;
Superstar;
Innovation;
General Management;
Mobile and Wireless Technology;
Strategy;
Marketing Strategy;
Innovation and Invention;
Management;
Sports;
Entertainment;
Digital Strategy;
Apparel and Accessories Industry
Elberse, Anita, Bryce Aiken, and Howard Johnson. "Nike: Changing the Sneakers Game." Harvard Business School Case 519-039, November 2018. (Revised April 2019.)
- October 2018 (Revised August 2019)
- Case
Everybody Knows: Russia and the Election
By: Rawi Abdelal, Rafael Di Tella and Galit Goldstein
Following a contentious presidential race, Donald Trump’s 2016 election destabilized America’s status quo. Academics, journalists, politicians and the public at large examined why Trump had won. Many Americans, inside and outside the government, asserted that a...
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Keywords:
Strategic Industry;
Strategic Alliances (Business);
Business And Government;
Business And Public Policy;
Business And Society;
Media Businesses;
Media Content;
Media Slant;
Media Regulation;
Internet Of Everything;
Government Policy;
Politics;
Political Campaigns;
Political Strategy;
Political Turmoil;
Government;
Government Regulation;
Security;
International Business;
International Relations;
National Security;
Political Elections;
News;
Media;
Internet and the Web;
Rights;
Problems and Challenges;
Globalization;
Business and Community Relations;
Business and Government Relations;
Government Legislation;
Risk and Uncertainty;
Cognition and Thinking;
Conflict and Resolution;
Identity;
Civil Society or Community;
Culture;
Public Opinion;
Social Issues;
War;
Social Media;
Public Administration Industry;
United States;
Russia
Abdelal, Rawi, Rafael Di Tella, and Galit Goldstein. "Everybody Knows: Russia and the Election." Harvard Business School Case 719-012, October 2018. (Revised August 2019.)
- August 2018
- Case
Garanti Payment Systems: Digital Transformation Strategy (A)
By: Shelle M. Santana and Esel Çekin
Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage the bank’s already...
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Keywords:
Loyalty Program;
Campaign Management;
Campaign Enrollment;
Branding;
Customer Acquisition;
Regulations;
Regulatory Changes;
Bank;
Retail Banks;
Banking;
Credit Card;
Payment Systems;
Installment;
Mobile App;
Call Center;
Data Analytics;
Digital Technology;
Banks and Banking;
Business Subsidiaries;
Mobile and Wireless Technology;
Credit Cards;
Brands and Branding;
Governing Rules, Regulations, and Reforms;
Decision Choices and Conditions;
Digital Transformation;
Financial Services Industry
Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (A)." Harvard Business School Case 519-014, August 2018.
- August 2018
- Supplement
Garanti Payment Systems: Digital Transformation Strategy (B)
By: Shelle M. Santana and Esel Çekin
Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage...
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Keywords:
Loyalty Programs;
Campaign Management;
Campaign Enrollment;
Branding;
Customer Acquisition;
Regulations;
Regulatory Changes;
Bank;
Retail Bank;
Banking;
Payment Systems;
Installment;
Mobile App;
Call Center;
Data Analytics;
Digital;
Technology;
Banks and Banking;
Business Subsidiaries;
Mobile and Wireless Technology;
Credit Cards;
Brands and Branding;
Governing Rules, Regulations, and Reforms;
Decision Choices and Conditions;
Digital Transformation
Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (B)." Harvard Business School Supplement 519-015, August 2018.
- June 2018 (Revised April 2020)
- Case
John Chambers, Cisco, and China: Upgrading a Golden Shield
By: Geoffrey Jones and Emily Grandjean
This case examines the role of Cisco led by John Chambers in facilitating web filtering in China. It begins by tracing the origins of Cisco as a pioneer of networking equipment. John Chambers, who had worked as a sales manager at IBM and Wang Laboratories, joined Cisco...
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Keywords:
Cisco;
Internet and the Web;
Governance Controls;
Ethics;
Rights;
Corporate Social Responsibility and Impact;
Technology Industry;
China
Jones, Geoffrey, and Emily Grandjean. "John Chambers, Cisco, and China: Upgrading a Golden Shield." Harvard Business School Case 318-158, June 2018. (Revised April 2020.)
- June 2018 (Revised June 2018)
- Case
Facebook Confronts a Crisis of Trust
By: William W. George and Amram Migdal
The case, “Facebook Confronts a Crisis of Trust,” starts with the crisis Facebook founder and CEO Mark Zuckerberg is facing in March 2018 over Cambridge Analytica’s accessing data from 87 million Facebook accounts in order to influence the 2016 U.S. Presidential...
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Keywords:
Facebook;
Data Privacy;
Data Manipulation;
Data Science;
Political Campaigns;
Political Influence;
Voter Mobilization;
Voters' Interests;
Election Outcomes;
Elections;
Cambridge Analytica;
Mark Zuckerberg;
Sheryl Sandberg;
Voting;
Decision Making;
Demographics;
Ethics;
Geopolitical Units;
Government and Politics;
Government Legislation;
National Security;
Political Elections;
Information Management;
Leadership;
Leadership Style;
Crisis Management;
Social Psychology;
Personal Characteristics;
Power and Influence;
Society;
Public Opinion;
Technology Industry;
United States;
United Kingdom
George, William W., and Amram Migdal. "Facebook Confronts a Crisis of Trust." Harvard Business School Case 318-145, June 2018. (Revised June 2018.)