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All HBS Web
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- Faculty Publications (544)
- 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 (Revised November 2022)
- Case
Wasabi Technologies
By: N. Louis Shipley and Mel Martin
After launching a successful hot cloud storage company, Founder and CEO David Friend is ready to scale the venture rapidly. Wasabi Technologies had focused primarily on direct sales, but an opportunity to pivot to channel sales was on the horizon. The company’s major...
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Keywords:
Direct Sales;
Channel Sales;
Information Management;
Sales;
Product Development;
Growth and Development Strategy;
Business Divisions;
Information Technology Industry;
United States
Shipley, N. Louis, and Mel Martin. "Wasabi Technologies." Harvard Business School Case 823-021, August 2022. (Revised November 2022.)
- August 15, 2022
- Article
Preparing Sales for a Changing Economy: Part 2: Getting More from Your Training Spending
A previous article discussed changing business development requirements and some implications. This article discusses three areas that are fundamental to getting ROI from training initiatives and how engagement between Sales and L&D professionals, completed by smart...
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Cespedes, Frank V. "Preparing Sales for a Changing Economy: Part 2: Getting More from Your Training Spending." TrainingIndustry.com (August 15, 2022).
- August 2022
- Case
Meaningful Gigs
By: Brian Trelstad and Rachel Philbin
In October 2020, just a year after founding their company Meaningful Gigs, founders Ronnie Kwesi Coleman and Stephanie Nachemja-Burton prepared for a vital investment meeting with Rethink Education. They had already reached $400,000 in annually recurring revenue (ARR)...
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Keywords:
Venture Capital;
Growth and Development Strategy;
Revenue;
Education Industry;
Technology Industry;
Africa;
United States
Trelstad, Brian, and Rachel Philbin. "Meaningful Gigs." Harvard Business School Case 323-006, August 2022.
- July 2022
- Case
boAt Lifestyle
By: Rajiv Lal and Kairavi Dey
boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales...
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Keywords:
Marketing;
Brands and Branding;
Initial Public Offering;
Digital Marketing;
Product Development;
Product Marketing;
Business or Company Management;
Electronics Industry;
Consumer Products Industry;
Web Services Industry;
Asia;
India
Lal, Rajiv, and Kairavi Dey. "boAt Lifestyle." Harvard Business School Case 523-019, July 2022.
- July 2022
- Supplement
Solution for E-Commerce Analytics for CPG Firms (A): Estimating Sales
By: Ayelet Israeli
Keywords:
Data Analysis;
Data Analytics;
CPG;
Consumer Packaged Goods (CPG);
Estimation;
Online Channel;
Retail Analytics;
Retail;
Retailing Industry;
Data;
Data Sharing;
Bricks And Mortar;
Ecommerce;
Analytics and Data Science;
Analysis;
Sales;
Goods and Commodities;
Retail Industry;
Consumer Products Industry;
United States
- 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
- July 2022
- Teaching Note
Arçelik (A), (B): From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli, Fares Khrais and Menna Hassan
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...
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Keywords:
Digital Marketing;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
B2B;
B2B2C;
Tradition;
Culture Change;
Cultural Adaptation;
Omnichannel;
Omnichannel Retail;
Omni-channel;
Omnichannel Retailing;
Sales Channels;
Sales Channel Development;
Channel Management;
Channels Of Distribution;
Marketplace;
Platforms;
Collaboration;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners and Partnerships;
Consumer Behavior;
Sales;
Internet and the Web;
Marketing Strategy;
Conflict and Resolution;
Conflict Management;
Organizational Culture;
Distribution Channels;
Digital Transformation;
Electronics Industry;
Retail Industry;
Consumer Products Industry;
Turkey
- July 2022 (Revised January 2023)
- Case
Vicky Tsai and Tatcha: Confronting Stereotypes
By: Geoffrey Jones and Veronica Tong
Teaching Plan for HBS Case No. 323-007. This case examines the career of Vicky Tsai, the creator of San Francisco-based TATCHA, a Japanese-themed luxury beauty brand launched in 2009. It explores how Tsai developed the concept, assembled management, and successfully...
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Keywords:
Cosmetics Industry;
Japan;
Startup;
Marketing;
Entrepreneurship;
Growth and Development;
Product Development;
Product Marketing;
Acquisition;
Identity;
Brands and Branding;
Ethnicity;
Gender;
Beauty and Cosmetics Industry;
United States
Jones, Geoffrey, and Veronica Tong. "Vicky Tsai and Tatcha: Confronting Stereotypes." Harvard Business School Case 323-007, July 2022. (Revised January 2023.)
- June 2022
- Teaching Note
Katie Couric Media: Landing the First Client
By: N. Louis Shipley, William R. Kerr and Paige Boehmcke
Developed for teaching Entrepreneurial Sales, the Katie Couric Media case supports class discussion on client selection, sales strategy, and scaling a startup media firm.
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- April 12, 2022
- Article
Evaluation of Individual and Ensemble Probabilistic Forecasts of COVID-19 Mortality in the United States
By: Estee Y. Cramer, Evan L. Ray, Velma K. Lopez, Johannes Bracher, Andrea Brennen, Alvaro J. Castro Rivadeneira, Michael Lingzhi Li and et al.
Short-term probabilistic forecasts of the trajectory of the COVID-19 pandemic in the United States have served as a visible and important communication channel between the scientific modeling community and both the general public and decision-makers. Forecasting models...
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Keywords:
COVID-19;
Forecasting and Prediction;
Health Pandemics;
Mathematical Methods;
Partners and Partnerships
Cramer, Estee Y., Evan L. Ray, Velma K. Lopez, Johannes Bracher, Andrea Brennen, Alvaro J. Castro Rivadeneira, Michael Lingzhi Li, and et al. "Evaluation of Individual and Ensemble Probabilistic Forecasts of COVID-19 Mortality in the United States." e2113561119. Proceedings of the National Academy of Sciences 119, no. 15 (April 12, 2022). (See full author list here.)
- March 2022 (Revised July 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;
Digital Platforms;
Advertising Industry;
United States
- March 2022
- Article
Estimating the Effectiveness of Permanent Price Reductions for Competing Products Using Multivariate Bayesian Structural Time Series Models
By: Fiammetta Menchetti and Iavor Bojinov
Researchers regularly use synthetic control methods for estimating causal effects when a sub-set of units receive a single persistent treatment, and the rest are unaffected by the change. In many applications, however, units not assigned to treatment are nevertheless...
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Keywords:
Causal Inference;
Partial Interference;
Synthetic Controls;
Bayesian Structural Time Series;
Mathematical Methods
Menchetti, Fiammetta, and Iavor Bojinov. "Estimating the Effectiveness of Permanent Price Reductions for Competing Products Using Multivariate Bayesian Structural Time Series Models." Annals of Applied Statistics 16, no. 1 (March 2022): 414–435.
- February 2022
- Case
US Foods: Driving Post-Pandemic Success?
By: David E. Bell, Olivia Hull and Amy Klopfenstein
In November 2021, US Foods CEO Pietro Satriano must decide his company’s trajectory following the COVID-19 pandemic. US Foods suffered due to business closures and social distancing during the height of the pandemic. While the situation improved following the return of...
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Keywords:
COVID-19 Pandemic;
Agribusiness;
Food;
Goods and Commodities;
Jobs and Positions;
Job Design and Levels;
Job Offer;
Labor;
Employment;
Human Capital;
Wages;
Working Conditions;
Operations;
Distribution Channels;
Order Taking and Fulfillment;
Infrastructure;
Logistics;
Product Development;
Diversification;
Product Design;
Service Delivery;
Service Operations;
Supply Chain Management;
Social Psychology;
Motivation and Incentives;
Transportation;
Truck Transportation;
Transportation Networks;
Agriculture and Agribusiness Industry;
Distribution Industry;
Food and Beverage Industry;
Transportation Industry;
United States
Bell, David E., Olivia Hull, and Amy Klopfenstein. "US Foods: Driving Post-Pandemic Success?" Harvard Business School Case 522-023, February 2022.
- February 2022
- Teaching Note
AptDeco: Circular Economy Furniture Marketplace
By: Ayelet Israeli
Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120...
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Keywords:
E-Commerce Strategy;
Mobile;
Word-of-Mouth;
Word Of Mouth;
Word-of-mouth Marketing;
Internet Marketing;
Growth Strategy;
Platform;
Platforms;
Two Sided Markets;
Two-sided Market;
Two-sided Marketplace;
Two-Sided Markets;
Two-sided Network;
Black Entrepreneurs;
Black Leadership;
African Americans;
African-American Protagonist;
Circular;
Peer-to-peer Markets;
Furniture Industry;
Growth Hacking;
Monetization Strategy;
Growth Management;
Marketing Strategy;
Entrepreneurship;
Digital Platforms;
Marketing Channels;
Digital Marketing;
Consumer Behavior;
Acquisition;
Retention;
Growth and Development Strategy;
Customer Focus and Relationships;
Expansion;
Brands and Branding;
E-commerce;
Retail Industry;
Consumer Products Industry;
Technology Industry;
Web Services Industry;
United States;
North America;
New York (city, NY);
New York (state, US)
- December 16, 2021
- Article
Avoid a One-Size-Fits-All Approach to Sales Coaching
Coaching sales reps is about clarifying relevant behaviors and whether the issue is motivation or ability. Some reps may work hard, but lack certain capabilities while others demonstrate capability but seemingly lack motivation or effort. Good coaching helps to clarify...
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Cespedes, Frank V. "Avoid a One-Size-Fits-All Approach to Sales Coaching." Harvard Business Review Digital Articles (December 16, 2021).
- 2021
- Working Paper
CRM and AI in Time of Crisis
By: Michelle Y. Lu and Navid Mojir
A crisis can affect the incentives of various players within a firm’s multi-layered sales and marketing organization (e.g., headquarters and branches of a bank). Such shifts can result in sales decisions against the firm’s best interests. Motivated by the backlash to...
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Keywords:
CRM;
Artificial Intelligence;
AI;
B2B Marketing;
Decision Authority;
Crisis Marketing;
Intra-organizational Conflict;
COVID-19 Pandemic;
Customer Relationship Management;
Technological Innovation;
Decision Making;
Strategy;
Health Pandemics;
Crisis Management;
AI and Machine Learning
Lu, Michelle Y., and Navid Mojir. "CRM and AI in Time of Crisis." Harvard Business School Working Paper, No. 22-035, November 2021.
- November 2021 (Revised March 2022)
- Case
AppHarvest: Rebuilding the Appalachian Economy Through Agriculture
By: Joshua Lev Krieger, William R. Kerr and Christian Godwin
In 2021, AppHarvest completed construction of a 60-acre indoor farming facility, one of the world’s largest, recorded its first sales, and went public in a multi-billion dollar IPO. Described as “a force of nature,” Jonathan Webb founded the company to bring jobs back...
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Keywords:
Agricultural;
Entrepreneur;
Business Startups;
Development Economics;
Sales;
Goals and Objectives;
Going Public;
Growth Management;
Buildings and Facilities;
Agriculture and Agribusiness Industry;
North America
Krieger, Joshua Lev, William R. Kerr, and Christian Godwin. "AppHarvest: Rebuilding the Appalachian Economy Through Agriculture." Harvard Business School Case 822-067, November 2021. (Revised March 2022.)
- November 2021 (Revised December 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
Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
- November 2021 (Revised April 2022)
- Case
EbonyLife Media (A)
Founded by Mosunmola “Mo” Abudu in 2012 with a mission to bring high-quality African stories to the world, EbonyLife was the company behind many of Nigeria’s biggest films and TV shows. The company began as a television channel on the Africa-wide direct broadcast...
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Keywords:
Entrepreneurship;
Mission and Purpose;
Growth and Development Strategy;
Digital Platforms;
Consumer Behavior;
Media and Broadcasting Industry;
Nigeria;
Africa
Wu, Andy, Feng Zhu, Pippa Tubman Armerding, and Wale Lawal. "EbonyLife Media (A)." Harvard Business School Case 722-372, November 2021. (Revised April 2022.)