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    • All HBS Web  (257)
      • Faculty Publications  (4)

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      • May 2021 (Revised August 2021)
      • Case

      Melissa Wood Health: How to Win in the Creator Economy

      By: Eva Ascarza
      In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of ‘The MWH Method,’ was evaluating the strategic directions of her company. What had started as a way to share workouts and wellness...  View Details
      Keywords: Lifestyle Brand; Brands and Branding; Strategy; Partners and Partnerships; Negotiation
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      Ascarza, Eva. "Melissa Wood Health: How to Win in the Creator Economy." Harvard Business School Case 521-086, May 2021. (Revised August 2021.)
      • December 2018
      • Case

      Choosy

      By: Jeffrey J. Bussgang and Julia Kelley
      Founded in 2017, Choosy is a data-driven fashion startup that uses algorithms to identify styles trending on social media. After manufacturing similar items using a China-based supply chain, Choosy sells them to consumers through its website and social media pages....  View Details
      Keywords: Artificial Intelligence; Algorithms; Machine Learning; Neural Networks; Instagram; Influencer; Fast Fashion; Design; Customer Satisfaction; Customer Focus and Relationships; Decision Making; Cost vs Benefits; Innovation and Invention; Brands and Branding; Product Positioning; Demand and Consumers; Supply Chain; Production; Logistics; Business Model; Expansion; Internet and the Web; Mobile and Wireless Technology; Digital Platforms; Social Media; Technology Industry; Fashion Industry; North and Central America; United States; New York (state, US); New York (city, NY)
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      Bussgang, Jeffrey J., and Julia Kelley. "Choosy." Harvard Business School Case 819-054, December 2018.
      • November 28, 2017
      • Editorial

      Keeping Score of 'Friends' on Facebook and Instagram May Be Harmful to Your Health

      By: A.V. Whillans and Frances Chen
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      Whillans, A.V., and Frances Chen. "Keeping Score of 'Friends' on Facebook and Instagram May Be Harmful to Your Health." The Conversation (November 28, 2017). (Selected Republications: The LA Times.)
      • August 2014 (Revised October 2014)
      • Case

      Beyoncé

      By: Anita Elberse and Stacie Smith
      In December 2013, music superstar Beyoncé is about to surprise her fans with the release of her self-titled album. The team at her company Parkwood Entertainment, which general manager Lee Anne Callahan-Longo described as "a management, music, and production company...  View Details
      Keywords: Marketing; Beyoncé; Internet and the Web; Music Entertainment; Distribution Channels; Product Launch; Music Industry
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      Elberse, Anita, and Stacie Smith. "Beyoncé." Harvard Business School Case 515-036, August 2014. (Revised October 2014.)
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