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Predicting Consumer Tastes with Big Data at Gap
Israeli, Ayelet; Avery, JillCase HBS-517115-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). Teach this case online with new suggestions added to the Teaching Note. CEO Art Peck was eliminating his creative directors for The Gap, Old Navy, and Banana Republic brands and promoting a collective creative ecosystem fueled by the input of big data. Rather than relying on artistic vision, Peck want...Starting at €8.20
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Angie's List: Ratings Pioneer Turns 20
Dolan, Robert J.; Israeli, AyeletCase HBS-517016-EMarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). In 1995, before people "googled" or "yelped," Angela Hicks (HBS, 2000) was establishing her Angie's List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it, "particularly on high cost of failure s...Starting at €8.20
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Ratings Pioneer Turns 20 (Spanish version)
Dolan, Robert J.; Israeli, AyeletCase HBS-518S31MarketingThe Inside the Case video that accompanies this case includes teaching tips and insight from the author (available to registered educators only). In 1995, before people "googled" or "yelped," Angela Hicks (HBS, 2000) was establishing her Angie's List as a pioneer in the accumulation and dissemination of consumer rating information. Hicks focused on the home repair and maintenance market and, as she put it, "particularly on high cost of failure s...Starting at €8.20
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What's the Value of a Like
John, Leslie K.; Mochon, Daniel; Emrich, Oliver; Schwartz, JanetArticle HBS-R1702H-EMarketingBrands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene. In a series of experiments, the researchers tested four increasingly interactive ways in which Facebook might affect customers' behavior. First, they explored whether li...Starting at €8.20
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Pricing Policies That Protect Your Brand
Israeli, Ayelet; Zelek, Eugene F., Jr.Article HBS-R2002E-EMarketingcrafting and enforcing pricing policies that discourage anyone from advertising or selling a firm's products at an unauthorized discount. This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.Starting at €8.20
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Predicting Consumer Tastes with Big Data at Gap, Teaching Note
Israeli, Ayelet; Avery, JillTeaching Note HBS-518053-EMarketingTeaching note for case 517115.Starting at €0.00
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Back to the Roots
Keenan, Elizabeth A.; John, Leslie K.Case HBS-518073-EMarketingBack to the Roots (BTTR) is a start-up with a social mission to "undo food"-to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders Nikhil Arora and Alex Velez were contemplating their next move. The company had an eclectic portfolio of products, including ready-to-grow products, which included gardens in a can, and ready-to-eat products, which included cereals, and was being courted by two major players in ...Starting at €8.20
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DayTwo: Going to Market with Gut Microbiome
Israeli, Ayelet; Lane, DavidCase HBS-519010-EMarketingDayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in Israel, CEO Lihi Segal and her team are devising a global go-to-market plan for the firm. The team is considering several target markets, ranging from people with diabetes to professi...Starting at €8.20
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The DivaCup: Navigating Distribution and Growth
Israeli, AyeletCase HBS-519055-EMarketingWhen 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 product. Now, fifteen yearStarting at €8.20
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Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing, Teaching Note
Israeli, AyeletTeaching Note HBS-519056-EMarketingTeaching note for case 519011.Starting at €0.00