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All HBS Web
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- Faculty Publications (632)
- October 2022
- Case
Pricing at Echosec Systems
By: Elie Ofek, Marco Bertini, Annelena Lobb and Alexis Lefort
This case follows the evolution of pricing strategy at Echosec Systems, a Canadian open source intelligence firm. The case provides information on pricing as the company grows and diversifies its product offerings.
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Keywords:
Marketing Strategy;
Product Positioning;
Price;
Product Development;
Information Industry;
Canada;
United States
Ofek, Elie, Marco Bertini, Annelena Lobb, and Alexis Lefort. "Pricing at Echosec Systems." Harvard Business School Case 523-052, October 2022.
- October 2022
- Case
Cost Plus Drugs
By: Alexander MacKay and James Barnett
In September 2022, Mark Cuban Cost Plus Drugs Company CEO Alex Oshmyansky considered the future of the company. Cost Plus Drugs was a retailer for more than 340 generic oral medications, selling their drugs at significantly lower prices than typical pharmacies....
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Keywords:
Business Ventures;
Decision Making;
Entrepreneurship;
Ethics;
Health;
Markets;
Social Enterprise;
Society;
Strategy;
Health Care and Treatment;
Business Divisions;
Factories, Labs, and Plants;
Health Industry;
Pharmaceutical Industry;
United States;
Texas
MacKay, Alexander, and James Barnett. "Cost Plus Drugs." Harvard Business School Case 723-362, October 2022.
- October 2022 (Revised January 2024)
- Case
mPharma: Scaling Access to Affordable Primary Care in Africa
By: Regina E. Herzlinger and Ben Creo
mPharma hopes to scale up to create the largest pan-African healthcare company ever to provide much-needed primary care in retail pharmacies; a reliable, fairly priced supply of drugs; and micro-insurance for drugs. They must prioritize launching a telemedicine...
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Keywords:
Africa;
Pharmaceutical Companies;
Pharmacy Benefit Manager;
Health Care;
Health Care And Treatment;
Health Care Costs;
Health Care Delivery;
Health Care Entrepreneurship;
Telehealth;
Health Equity;
Corporate Strategy;
Social Entrepreneurship;
Equity;
Growth and Development Strategy;
Expansion;
Product Launch;
Customer Value and Value Chain;
Social Enterprise;
Multinational Firms and Management;
Pharmaceutical Industry;
Health Industry;
Africa
Herzlinger, Regina E., and Ben Creo. "mPharma: Scaling Access to Affordable Primary Care in Africa." Harvard Business School Case 323-033, October 2022. (Revised January 2024.)
- 2023
- Working Paper
Learning About Demand in the Long-tail: The Role of Competitive Monitoring
By: Ayelet Israeli and Eric Anderson
With the growth of e-commerce and increasing price transparency, there has been tremendous interest in the adoption and competitive consequences of algorithmic pricing. A premise of algorithmic pricing is that firms monitor competitors' prices and then their pricing...
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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
Israeli, Ayelet, Leonard A. Schlesinger, Matt Higgins, and Sabir Semerkant. "Should Your Company Sell on Amazon? Reach Comes at a Price." Harvard Business Review 100, no. 5 (September–October 2022): 38–46.
- 2022
- Article
Dynamic Pricing Algorithms, Consumer Harm, and Regulatory Response
By: Alexander MacKay and Samuel N. Weinstein
Pricing algorithms are rapidly transforming markets, from ride-sharing apps, to air travel, to online retail. Regulators and scholars have watched this development with a wary eye. Their focus so far has been on the potential for pricing algorithms to facilitate...
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Keywords:
Competition Policy;
Regulation;
Algorithmic Pricing;
Dynamic Pricing;
Economics;
Law And Economics;
Law And Regulation;
Consumer Protection;
Antitrust Law;
Industrial Organization;
Antitrust Issues And Policies;
Technological Change: Choices And Consequences;
Competition;
Policy;
Price;
Governing Rules, Regulations, and Reforms;
Microeconomics;
Duopoly and Oligopoly;
Law
MacKay, Alexander, and Samuel N. Weinstein. "Dynamic Pricing Algorithms, Consumer Harm, and Regulatory Response." Washington University Law Review 100, no. 1 (2022): 111–174. (Direct download.)
- September 2022 (Revised November 2022)
- Teaching Note
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli
Teaching Note for HBS Case No. 522-046.
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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;
Transformation;
Decision Making;
AI and Machine Learning;
Retail Industry;
Italy
- August 2022 (Revised March 2023)
- Exercise
How Should Netflix Add an Ad-Supported Tier?
By: Elie Ofek and Olivier Toubia
In the summer of 2022, it became clear that Netflix would introduce an ad-supported tier alongside its existing subscription plans in the near future. Speculation abounded as to the details of the new tier: How many minutes of advertising would it include? What picture...
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Keywords:
Pricing;
Television Industry;
Price;
Marketing Strategy;
Digital Platforms;
Customer Value and Value Chain;
Competitive Strategy;
Customer Satisfaction;
Entertainment and Recreation Industry
Ofek, Elie, and Olivier Toubia. "How Should Netflix Add an Ad-Supported Tier?" Harvard Business School Exercise 523-033, August 2022. (Revised March 2023.)
- August 2022
- Exercise
Joy4Home Brands: Pricing Matters
By: Elie Ofek, Oded Koenigsberg and Marco Bertini
Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While...
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Keywords:
DTC;
Pricing Decisions;
B2B;
Product Marketing;
Product Launch;
Marketing Strategy;
Business Model;
Opportunities;
Consumer Products Industry
Ofek, Elie, Oded Koenigsberg, and Marco Bertini. "Joy4Home Brands: Pricing Matters." Harvard Business School Exercise 523-709, August 2022.
- August 2022
- Supplement
Zalora: Data-Driven Pricing Recommendations
By: Ayelet Israeli
This exercise can be used in conjunction with the main case "Zalora: Data-Driven Pricing" to facilitate class discussion without requiring data analysis from the students. Instead, the exercise presents reports that were created by the data science team to answer the...
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Keywords:
Pricing;
Pricing Algorithms;
Dynamic Pricing;
Ecommerce;
Pricing Strategy;
Pricing And Revenue Management;
Apparel;
Singapore;
Startup;
Demand Estimation;
Data Analysis;
Data Analytics;
Exercise;
Price;
Internet and the Web;
Apparel and Accessories Industry;
Retail Industry;
Fashion Industry;
Singapore
Israeli, Ayelet. "Zalora: Data-Driven Pricing Recommendations." Harvard Business School Supplement 523-032, August 2022.
- August 2022
- Case
Air Wars: Deregulating the U.S. Airline Industry
By: Tom Nicholas and James Weber
In the early decades of the twentieth century, the U.S. government assisted in the development of an airline industry by subsidizing the delivery of mail and allowing mail carriers to also fly passengers. Because the government awarded mail routes to the lowest...
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Keywords:
Government Regulation;
Deregulation;
Change Management;
Economics;
Entrepreneurship;
Financial Management;
Business History;
Human Resources;
Compensation and Benefits;
Labor;
Labor Unions;
Leading Change;
Leadership Style;
Crisis Management;
Industry Structures;
Operations;
Strategy;
Adaptation;
Competition;
Air Transportation;
Air Transportation Industry;
United States
- August 2022 (Revised March 2023)
- Case
Pricing at Netflix: The Sequel
By: Elie Ofek and Amy Klopfenstein
This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new, high-profile original content, added millions of subscribers, and introduced another price increase in January 2022....
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Keywords:
Marketing;
Advertising;
Marketing Strategy;
Entertainment;
Film Entertainment;
Television Entertainment;
Finance;
Strategy;
Competition;
Competitive Strategy;
Business Strategy;
Adaptation;
Internet and the Web;
Customers;
Customer Satisfaction;
Entertainment and Recreation Industry;
Advertising Industry;
North and Central America;
United States
Ofek, Elie, and Amy Klopfenstein. "Pricing at Netflix: The Sequel." Harvard Business School Case 523-015, August 2022. (Revised March 2023.)
- July 7, 2022
- Other Article
Are Online Prices Higher Because of Pricing Algorithms?
By: Zach Y. Brown and Alexander J. MacKay
This article reviews recent work examining pricing strategies of major online retailers and the potential effects of pricing algorithms. We describe how pricing algorithms can lead to higher prices in a number of ways, even if some characteristics of these algorithms...
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Keywords:
Pricing Algorithms;
Online Marketplace;
Digital Strategy;
Internet and the Web;
Retail Industry
Brown, Zach Y., and Alexander J. MacKay. "Are Online Prices Higher Because of Pricing Algorithms?" Brookings Series: The Economics and Regulation of Artificial Intelligence and Emerging Technologies (July 7, 2022).
- July 2022 (Revised February 2024)
- 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
- 2022
- Working Paper
Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments
By: Fanglin Chen, Xiao Liu, Davide Proserpio and Isamar Troncoso
We propose a method, Product2Vec, based on representation learning, that can automatically learn latent product attributes that drive consumer choices, to study product-level competition when the number of products is large. We demonstrate Product2Vec’s...
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Chen, Fanglin, Xiao Liu, Davide Proserpio, and Isamar Troncoso. "Product2Vec: Leveraging Representation Learning to Model Consumer Product Choice in Large Assortments." NYU Stern School of Business Research Paper Series, July 2022.
- June 2022 (Revised August 2022)
- Case
Dollar Tree: Breaking the Buck
By: Jill Avery and Marco Bertini
For thirty-five years, Dollar Tree, a discount retail chain selling general merchandise, had held its fixed price point steady, pricing all of its household items, food, stationery, books, seasonal items, gifts, toys, and clothing that made up its diverse and...
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Keywords:
Retailing;
Pricing;
Pricing Strategy;
Discount Retailing;
Discount Store;
Marketing;
Brands and Branding;
Marketing Strategy;
Price;
Inflation and Deflation;
Consumer Behavior;
Retail Industry;
United States
Avery, Jill, and Marco Bertini. "Dollar Tree: Breaking the Buck." Harvard Business School Case 522-091, June 2022. (Revised August 2022.)
- June 2022
- Article
The Welfare Effects of Peer Entry in the Accommodation Market: The Case of Airbnb and the Accommodation Industry
By: Chiara Farronato and Andrey Fradkin
We study the effects of enabling peer supply through Airbnb in the accommodation industry. We present a model of competition between flexible and dedicated sellers—peer hosts and hotels—who provide differentiated products. We estimate this model using data from major...
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Keywords:
Peer To Peer;
Airbnb;
Digital Platforms;
Market Entry and Exit;
Competition;
Accommodations Industry
Farronato, Chiara, and Andrey Fradkin. "The Welfare Effects of Peer Entry in the Accommodation Market: The Case of Airbnb and the Accommodation Industry." American Economic Review 112, no. 6 (June 2022): 1782–1817.
- May 2022
- Supplement
Maestro Pizza (B): The Competition Awakens
By: Ramon Casadesus-Masanell and Fares Khrais
Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...
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Keywords:
Competitive Strategy;
Competitive Advantage;
Competition;
Market Entry and Exit;
Emerging Markets;
Business Startups;
Corporate Entrepreneurship;
Product Positioning;
Disruption;
Disruptive Innovation;
Advertising;
Advertising Campaigns;
Social Media;
Forecasting and Prediction;
Crisis Management;
Growth and Development Strategy;
Brands and Branding;
Product Development;
Production;
Service Delivery;
Business Growth and Maturation;
Financial Statements;
Cost Management;
Analysis;
Quality;
Performance Consistency;
Customer Satisfaction;
Profit;
Family Ownership;
Food and Beverage Industry;
Saudi Arabia;
Middle East
Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza (B): The Competition Awakens." Harvard Business School Supplement 722-400, May 2022.
- May 2022
- Supplement
Maestro Pizza (C): Taking the Fight Outside
By: Ramon Casadesus-Masanell and Fares Khrais
Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...
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Keywords:
Competitive Strategy;
Competitive Advantage;
Competition;
Market Entry and Exit;
Emerging Markets;
Business Startups;
Corporate Entrepreneurship;
Product Positioning;
Disruption;
Disruptive Innovation;
Advertising;
Advertising Campaigns;
Social Media;
Forecasting and Prediction;
Crisis Management;
Growth and Development Strategy;
Brands and Branding;
Product Development;
Production;
Service Delivery;
Business Growth and Maturation;
Financial Statements;
Cost Management;
Analysis;
Quality;
Performance Consistency;
Customer Satisfaction;
Profit;
Family Ownership;
Food and Beverage Industry;
Middle East;
Saudi Arabia
Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza (C): Taking the Fight Outside." Harvard Business School Supplement 722-401, May 2022.
- May 2022
- Case
Maestro Pizza: Coming in Hot!
By: Ramon Casadesus-Masanell and Fares Khrais
Maestro Pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of...
View Details
Keywords:
Competitive Strategy;
Competitive Advantage;
Competition;
Market Entry and Exit;
Emerging Markets;
Business Startups;
Corporate Entrepreneurship;
Product Positioning;
Disruption;
Disruptive Innovation;
Advertising;
Advertising Campaigns;
Social Media;
Forecasting and Prediction;
Crisis Management;
Growth and Development Strategy;
Brands and Branding;
Product Development;
Production;
Service Delivery;
Business Growth and Maturation;
Financial Statements;
Cost Management;
Analysis;
Quality;
Performance Consistency;
Customer Satisfaction;
Profit;
Family Ownership;
Food and Beverage Industry;
Middle East;
Saudi Arabia
Casadesus-Masanell, Ramon, and Fares Khrais. "Maestro Pizza: Coming in Hot!" Harvard Business School Case 722-399, May 2022.