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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
- 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
- Teaching Note
The DivaCup: Navigating Distribution and Growth
By: Ayelet Israeli
Teaching Note for HBS Case No. 519-055. When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially struggled to gain legitimacy and convince retailers to carry their unique...
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Keywords:
Female;
Female Ceo;
Female Entrepreneur;
Female Protagonist;
Health ＆ Wellness;
Healthcare;
Price Policies;
Minimum Advertised Price;
Differentiation;
Positioning;
Growth;
Health;
Health Care and Treatment;
Price;
Disruption;
Distribution;
Distribution Channels;
Competitive Strategy;
Competition;
Growth Management;
Mission and Purpose;
Product Development;
Product Marketing;
Product Launch;
Product Positioning;
Advertising;
Business Startups;
Internet and the Web;
Entrepreneurship;
Social Entrepreneurship;
Social Issues;
Social Enterprise;
Retail Industry;
Medical Devices and Supplies Industry;
Manufacturing Industry;
Health Industry;
Green Technology Industry;
Education Industry;
Distribution Industry;
Consumer Products Industry;
Canada;
United States;
United Kingdom
- Article
Online Experimentation: Benefits, Operational and Methodological Challenges, and Scaling Guide
By: Iavor Bojinov and Somit Gupta
In the past decade, online controlled experimentation, or A/B testing, at scale has proved to be a significant driver of business innovation. The practice was first pioneered by the technology sector and, more recently, has been adopted by traditional companies...
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- June 2022
- Teaching Plan
Lifebank Nigeria
By: Brian Trelstad, Pippa Tubman Armerding and Wale Lawal
The aspiration of addressing maternal deaths in Nigeria, which were mostly caused by blood shortages, led Temie Giwa-Tubosun to found LifeBank in 2015. LifeBank developed an online platform that enabled hospitals to connect and purchase blood from local blood banks and...
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- 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...
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Keywords:
Transition;
Customer Value and Value Chain;
Digital Platforms;
Distribution;
Order Taking and Fulfillment;
Infrastructure;
Logistics;
Service Operations;
Strategy;
Business Strategy;
Fashion Industry;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Distribution Industry;
Retail Industry;
Service Industry;
Shipping Industry;
Technology Industry;
Europe
- 2022
- Working Paper
Do Startups Benefit from Their Investors' Reputation? Evidence from a Randomized Field Experiment
By: Shai Benjamin Bernstein, Kunal Mehta, Richard Townsend and Ting Xu
We analyze a field experiment conducted on AngelList Talent, a large online search platform for startup jobs. In the experiment, AngelList randomly informed job seekers of whether a startup was funded by a top-tier investor and/or was funded recently. We find that the...
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- March 2022
- Case
Emeritus: Achieving Impact, Providing Access (A)
By: Ashish Nanda and Zack Kurtovich
In June 2019, Emeritus cofounders Ashwin Damera (HBS MBA 2005) and Chaitanya (Chait) Kalipatnapu were thrilled with the growth of their start-up. Eruditus, formed in October 2010 to provide in-person executive education, had established itself in the market and was...
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- March 2022
- Teaching Note
Farfetch: Digital Transformation for Luxury Brands
By: Jill Avery and Sunil Gupta
Teaching Note for HBS Case No. 522-051. Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had...
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- 2022
- Working Paper
The Routledge Handbook of Digital Consumption, Chapter 41: The Internet’s Effects on Consumption: Useful, Harmful, Playful
By: John A. Deighton and Leora Kornfeld
This chapter considers how digital culture has changed over the past decade, as the internet has grown its scope and user base. Billions around the world connect daily to an ever-expanding set of applications. A framework for thinking about digital effects is offered:...
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- February 2022
- Case
NFX Capital and Moov Technologies
By: Scott Duke Kominers and Nicole Tempest Keller
In July 2019, James Currier, a general partner at San Francisco-based NFX Ventures, was considering a seed stage investment of $1.5 million in Moov Technologies, a B2B marketplace for used industrial equipment. NFX was a venture capital firm focused on seed-stage...
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- January 2022
- Case
Bee-ing Better at Bombas
By: Elizabeth A. Keenan, Youngme Moon and John Masko
David Heath and Randy Goldberg founded Bombas in 2013 to serve two missions: to deliver the “best socks in the history of feet,” and to donate socks (the most requested item in homeless shelters) to Americans experiencing homelessness. Eight years later, Bombas had...
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Keywords:
Social Entrepreneurship;
Values and Beliefs;
Brands and Branding;
Marketing Strategy;
Digital Marketing;
Distribution;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Quality;
Business and Stakeholder Relations;
Human Needs;
Poverty;
Growth and Development Strategy;
Apparel and Accessories Industry;
New York (city, NY)
- January 2022
- Supplement
Uber in China (C): The Cost of Success for Didi
By: William C. Kirby and Noah B. Truwit
On June 30, 2021, ride-hailing giant Didi Chuxing (Didi) raised $4.4 billion in its initial public offering (IPO) on the New York Stock Exchange (NYSE), the largest IPO of a Chinese company listed on an American exchange since Alibaba raised $25 billion in 2014....
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Keywords:
China;
Uber;
Didi Chuxing;
Start-up Growth;
Regulation;
Ride-sharing;
Transportation;
Business Startups;
Business and Government Relations;
Cross-Cultural and Cross-Border Issues;
Growth and Development;
Policy;
Competition;
Laws and Statutes;
Transportation Industry;
Technology Industry;
China
- January 2022
- Case
Dating Ring
By: Thomas R. Eisenmann and Lindsay N. Hyde
In 2015, the co-founders of Dating Ring, an online dating startup that relied on human matchmakers to arrange dates between its members, were deciding whether to either shut down the service or instead manage Dating Ring as a "lifestyle company," ramping down growth...
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- December 2021 (Revised May 2022)
- Case
Troverie (A)
By: Thomas R. Eisenmann, Lindsay N. Hyde and Olivia Graham
Six months after the August 2018 launch of Troverie, a U.S.-based online retailer of luxury watches, the average cost of acquiring a customer is much higher than originally projected, and the startup is incurring a substantial loss on each sales transaction. Could...
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- November 2021
- Case
Hitting Home: Amazon and Mary's Place
By: Paul M. Healy, Debora L. Spar and Amy Klopfenstein
In 2020, Amazon, the $386 billion online retail behemoth, built an eight-story shelter for women and families experiencing homelessness on its expanding headquarters in Seattle, Washington. The shelter, operated in partnership with a non-profit organization known as...
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- November 2021 (Revised March 2022)
- Case
Farfetch: Digital Transformation for Luxury Brands
By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had...
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Keywords:
Digital Marketing;
Marketplaces;
Retailing;
Internet Marketing;
E-Commerce Strategy;
Marketing;
Marketing Strategy;
Marketing Channels;
Brands and Branding;
Luxury;
Growth and Development Strategy;
Digital Transformation;
E-commerce;
Apparel and Accessories Industry;
Beauty and Cosmetics Industry;
Fashion Industry;
Retail Industry;
Web Services Industry;
Technology Industry;
United Kingdom;
Europe;
Portugal;
China
- November 2021 (Revised January 2022)
- Case
Scott Tucker (A): Race to the Top
By: Aiyesha Dey and Amram Migdal
The case tells the story of the rise and fall of Scott Tucker, an entrepreneur, businessman, passionate race car driver, competitor, and owner of a professional racing team. From 1997 to 2012, Tucker built a nationwide network of payday lending businesses, becoming a...
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- November 2021 (Revised January 2021)
- Supplement
Scott Tucker (B): The Feds Catch Up
By: Aiyesha Dey and Amram Migdal
The case tells the story of the rise and fall of Scott Tucker, an entrepreneur, businessman, passionate race car driver, competitor, and owner of a professional racing team. From 1997 to 2012, Tucker built a nationwide network of payday lending businesses, becoming a...
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- November 2021 (Revised March 2022)
- Case
Kwame Spearman at Tattered Cover: Reinventing Brick-and-Mortar Retail
By: Ryan Raffaelli and Kerry Herman
The case spotlights Kwame Spearman’s career-shifting decision to leave a NYC-based consulting job to return to his hometown of Denver, Colorado, and take over an iconic independent bookstore, The Tattered Cover. The case lays out ways Spearman envisions a new approach...
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