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      • Faculty Publications  (182)

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      • March 2022
      • Teaching Note

      Supreme: Remaining Cool While Pursuing Growth

      By: Jill Avery and Sandrine Crener
      Teaching Note for HBS Case No. 522-006. Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth...  View Details
      Keywords: Cultural Branding; Marketing; Brands and Branding; Luxury; Growth Management; Retail Industry; Retail Industry; Retail Industry; United States
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      Avery, Jill, and Sandrine Crener. "Supreme: Remaining Cool While Pursuing Growth." Harvard Business School Teaching Note 522-063, March 2022.
      • 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...  View Details
      Keywords: Brand Management; Retailing; Two Sided Markets; SaaS; Digital Marketing; Online Marketing; Marketing; Marketing Channels; Brands and Branding; Luxury; Digital Transformation; E-commerce; Retail Industry; Retail Industry; London; United Kingdom; Portugal
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      Avery, Jill, and Sunil Gupta. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Teaching Note 522-061, March 2022.
      • March 2022
      • Article

      Learning to Rank an Assortment of Products

      By: Kris Ferreira, Sunanda Parthasarathy and Shreyas Sekar
      We consider the product ranking challenge that online retailers face when their customers typically behave as “window shoppers”: they form an impression of the assortment after browsing products ranked in the initial positions and then decide whether to continue...  View Details
      Keywords: Online Learning; Product Ranking; Assortment Optimization; Learning; Internet and the Web; Product Marketing; Consumer Behavior; E-commerce
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      Ferreira, Kris, Sunanda Parthasarathy, and Shreyas Sekar. "Learning to Rank an Assortment of Products." Management Science 68, no. 3 (March 2022): 1828–1848.
      • 2022
      • Working Paper

      E-commerce During COVID: Stylized Facts from 47 Economies

      By: Joel Alcedo, Alberto Cavallo, Bricklin Dwyer, Prachi Mishra and Antonio Spilimbergo
      We study e-commerce across 47 economies and 26 industries during the COVID-19 pandemic using aggregated and anonymized transaction-level data from Mastercard, scaled to represent total consumer spending. The share of online transactions in total consumption increased...  View Details
      Keywords: COVID-19 Pandemic; Health Pandemics; Spending; Internet and the Web; Global Range; Analysis; E-commerce
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      Alcedo, Joel, Alberto Cavallo, Bricklin Dwyer, Prachi Mishra, and Antonio Spilimbergo. "E-commerce During COVID: Stylized Facts from 47 Economies." NBER Working Paper Series, No. 29729, February 2022.
      • December 2021 (Revised February 2022)
      • Case

      Bed Bath & Beyond: The New Strategy to Drive Shareholder Value

      By: Benjamin C. Esty and Daniel W. Fisher
      At one time, Bed Bath & Beyond was one of the most successful specialty retailers in the United States—its growth and profit margins far exceeded both peer retailers in the home goods market as well as many other discount retailers. But in 2014, its stock price peaked,...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Value Creation; Diversification; Corporate Governance; Leading Change; Performance Evaluation; Valuation; Investment Activism; Retail Industry; Retail Industry; United States
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      Esty, Benjamin C., and Daniel W. Fisher. "Bed Bath & Beyond: The New Strategy to Drive Shareholder Value." Harvard Business School Case 722-408, December 2021. (Revised February 2022.)
      • 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...  View Details
      Keywords: Startup; Luxury Goods; Customer Acquisition; Entrepreneurship; Business Startups; Luxury; Failure; Internet and the Web; Revenue; Fashion Industry; United States
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      Eisenmann, Thomas R., Lindsay N. Hyde, and Olivia Graham. "Troverie (A)." Harvard Business School Case 822-068, December 2021. (Revised May 2022.)
      • 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...  View Details
      Keywords: Business Ethics; Homelessness; Business And Society; Corporate Social Responsibility and Impact; Social Issues; Corporate Accountability; Urban Development; Society; Information Technology; Ethics; Technology Industry; Seattle; United States; North America
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      Healy, Paul M., Debora L. Spar, and Amy Klopfenstein. "Hitting Home: Amazon and Mary's Place." Harvard Business School Case 122-017, November 2021.
      • 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...  View Details
      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; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United Kingdom; Europe; Portugal; China
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      Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised March 2022.)
      • 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...  View Details
      Keywords: Retail; Leadership; Leading Change; Competitive Strategy; Personal Development and Career; Retail Industry; Retail Industry; United States
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      Raffaelli, Ryan, and Kerry Herman. "Kwame Spearman at Tattered Cover: Reinventing Brick-and-Mortar Retail." Harvard Business School Case 422-014, November 2021. (Revised March 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.  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; 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
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      Israeli, Ayelet. "PittaRosso (B): Human and Machine Learning." Harvard Business School Supplement 522-047, November 2021. (Revised December 2021.)
      • October 2021 (Revised November 2021)
      • Case

      Bodega Aurrera: eCommerce at the Base of the Pyramid

      By: Michael Chu, Álvaro Rodríguez Arregui, Carla Larangeira and Jenyfeer Martinez Buitrago
      Bodega Aurrera, serving the base of the pyramid and Walmart’s main Mexican format, is considering launching a full eCommerce channel as Covid-19 has erupted in the country. In 2019, Bodega Aurrera accounted for 45% of revenues and 2,748 of Walmex’s 3,416 stores. Having...  View Details
      Keywords: Ecommerce; Bottom Of The Pyramid; Digitalization; Omnichannel; Walmart; Business Model; Internet and the Web; Marketing Channels; Technology Adoption; E-commerce; Retail Industry; Latin America; Mexico
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      Chu, Michael, Álvaro Rodríguez Arregui, Carla Larangeira, and Jenyfeer Martinez Buitrago. "Bodega Aurrera: eCommerce at the Base of the Pyramid." Harvard Business School Case 322-059, October 2021. (Revised November 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...  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; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy
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      Israeli, Ayelet, and Fabrizio Fantini. "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion." Harvard Business School Spreadsheet Supplement 522-710, October 2021. (Revised March 2022.)
      • 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
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      Israeli, Ayelet. "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion." Harvard Business School Case 522-046, October 2021. (Revised June 2022.)
      • 2021
      • Book

      Lead and Disrupt: How to Solve the Innovator's Dilemma

      By: Charles A. O'Reilly III and Michael Tushman
      Why do successful firms find it so difficult to adapt in the face of change—to innovate? In the past ten years, the importance of this question has increased as more industries and firms confront disruptive change. The pandemic has accelerated this crisis, collapsing...  View Details
      Keywords: Organization Change And Adaptation; Organizational Change and Adaptation; Disruptive Innovation; Innovation and Management; Leading Change
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      O'Reilly, Charles A., III, and Michael Tushman. Lead and Disrupt: How to Solve the Innovator's Dilemma. Second ed. Stanford, CA: Stanford Business Books, 2021.
      • August 2021 (Revised November 2021)
      • Case

      Allbirds: Decarbonizing Fashion

      By: Michael W. Toffel, Ken Pucker and Eren Kuzucu
      Allbirds is a footwear startup focused on simple design, comfort, and sustainable natural materials. The case describes the company’s product development process that works with suppliers to develop natural materials including wool and sugarcane to substitute for...  View Details
      Keywords: Decarbonization; Climate Impact; Environmental Strategy; Innovation; Product Design; Supply Chain Management; Innovation Strategy; Innovation and Management; Product Development; Climate Change; Environmental Management; Environmental Sustainability; Apparel and Accessories Industry; Fashion Industry; United States; California
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      Toffel, Michael W., Ken Pucker, and Eren Kuzucu. "Allbirds: Decarbonizing Fashion." Harvard Business School Case 622-024, August 2021. (Revised November 2021.)
      • 2021
      • Case

      NiPay's Pricing Conundrum

      By: Marco Bertini and Oded Koenigsberg
      NiPay is a software provider competing in the Nigerian business-to-business payments market. Founded by Idaku Ibrahim nearly 20 years ago, NiPay sells two products to retailers and other merchants, which enable individual shoppers to transact either online or via a...  View Details
      Keywords: Payment Systems; B2B; Pricing; Software; Marketing Strategy; Nigeria
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      Bertini, Marco, and Oded Koenigsberg. "NiPay's Pricing Conundrum." London Business School Case, 2021. Electronic.
      • July 2021 (Revised January 2022)
      • Case

      Supreme: Remaining Cool While Pursuing Growth

      By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
      Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results...  View Details
      Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Retail Industry; Retail Industry; United States; North America
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      Avery, Jill, Sandrine Crener, Marie-Cecile Cervellon, and Ranjit Thind. "Supreme: Remaining Cool While Pursuing Growth." Harvard Business School Case 522-006, July 2021. (Revised January 2022.)
      • July 2021
      • Case

      Fynd

      By: Ranjay Gulati, Kairavi Dey and Rachna Tahilyani
      Fynd is a fast-growing venture that in 7 years since its founding has become India's largest omnichannel retail company with real-time access to over 9,000 stores' offline inventory. It started as a B2B business supporting retailers who didn’t have an online business,...  View Details
      Keywords: Entrepreneurship; Business Startups; Business Model; Acquisition; Decision Making; Cost vs Benefits; Growth and Development Strategy; Web Services Industry; Technology Industry; Communications Industry; India; Mumbai
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      Gulati, Ranjay, Kairavi Dey, and Rachna Tahilyani. "Fynd." Harvard Business School Case 822-006, July 2021.
      • 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; Retail Industry; Retail Industry; Retail Industry; Retail Industry; United States
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      Israeli, Ayelet, and Jill Avery. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Teaching Note 521-097, May 2021. (Revised February 2022.)
      • May 2021 (Revised August 2021)
      • Supplement

      Zara: An Integrated Store and Online Model (A) and (B)

      By: Antonio Moreno and Anibha Singh
      Keywords: Stores; Integration; Operations; Business Model; Strategic Planning; E-commerce; Retail Industry; Retail Industry; Europe
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      Moreno, Antonio, and Anibha Singh. "Zara: An Integrated Store and Online Model (A) and (B)." Harvard Business School PowerPoint Supplement 621-118, May 2021. (Revised August 2021.)
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