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New research on measurements and metrics from Harvard Business School faculty on issues including online metrics, auditing firms, and measuring social impact.
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Delivering a Personalized Shopping Experience with AI

Re: Jill J. Avery

THE YES, a shopping app for fashion brands, uses a sophisticated algorithm to create and deliver a personalized store for every shopper, based on her style preferences, size, and budget. After launching the app in 2020, the founders had to decide whether to continue developing the algorithm to deliver on the company’s customer value proposition or to focus their resources on new customer acquisition, with the idea that more users on the app would improve the algorithm's performance. Senior Lecturer Jill Avery and The YES co-founder and CEO Julie Bornstein discuss this make-or-break dilemma in the case, The YES: Reimagining the Future of e-Commerce with Artificial Intelligence (AI). This episode was recorded live at Harvard Business School on March 30, 2022 as part of our Case Method 100 celebration.

Why Companies Raise Their Prices: Because They Can

by Rachel Layne

Markups on household items started climbing years before the COVID-19 pandemic. Companies have realized just how much consumers will pay for the brands they love, says research by Alexander MacKay. Closed for comment; 0 Comments.

The Vinyl Renaissance: Take Those Old Records Off the Shelf

by Christine Pazzanese, Harvard Gazette

If listeners today can stream just about any song they want, why are so many music aficionados still buying records? Ryan Raffaelli and Gold Rush Vinyl CEO Caren Kelleher discuss the resurgence of vinyl. Open for comment; 0 Comments.

What Actually Draws Sports Fans to Games? It's Not Star Athletes.

by Rachel Layne

Team owners think they need marquee names or slick stadiums to prosper, but research by Karim Lakhani and Patrick Ferguson suggests that fans want something far simpler: suspense. Open for comment; 0 Comments.

One More Way the Startup World Hampers Women Entrepreneurs

by Michael Blanding

Early feedback is essential to launching new products, but women entrepreneurs are more likely to receive input from men. Research by Rembrand Koning, Ramana Nanda, and Ruiqing Cao. Open for comment; 0 Comments.

IKEA Navigates the Future While Staying True to its Culture

Re: Juan AlcacerRe: Cynthia A. Montgomery

After years of success in providing quality furniture at affordable prices, Swedish furniture maker IKEA is challenged by the rise of online shopping and changing consumer behavior, plus the arrival of a new leader. The company's top executives know they had to step out of their comfort zones and embrace new strategic initiatives to stay relevant. But which initiatives will best enable IKEA to evolve while staying true to the company’s core values? Harvard Business School professors Juan Alcacer and Cynthia Montgomery discuss navigating a new future while preserving the company’s culture and identity in their case, “Which IKEA Do We Want?” Open for comment; 0 Comments.

Currency Hedging in Emerging Markets: Managing Cash Flow Exposure

by Laura Alfaro, Mauricio Calani, and Liliana Varela

Economies with less liquid foreign exchange derivative markets offer firms fewer options to hedge their currency risk. Given the limitations of natural hedging, these firms are more exposed to systemic risk.

Assessing the Strength of Network Effects in Social Network Platforms

by Marco Iansiti

Network-specific traits, such as the degree of clustering and the prevalence of multihoming, influence the strength and competitive impact of network effects. However, network size alone is often misleading, and network effects should be examined on a case-by-case basis.

Beyond Pajamas: Sizing Up the Pandemic Shopper

by Ayelet Israeli, Eva Ascarza, and Laura Castrillo

COVID-19 forced many shoppers to make their first online purchases. But will these customers stick around? Research by Ayelet Israeli, Eva Ascarza, and colleague. Open for comment; 0 Comments.

The Value of Descriptive Analytics: Evidence from Online Retailers

by Ron Berman and Ayelet Israeli

Analytics are descriptive when they describe what happened. Descriptive-analytics solutions are popular among marketers and retailers. This paper provides a benchmark for the benefits of using a descriptive dashboard and illustrates how to potentially extract these benefits.

Biased Sampling of Early Users and the Direction of Startup Innovation

by Ruiqing Cao, Rembrand Koning, and Ramana Nanda

New ventures catering to female customers should be aware that the underrepresentation of women among early users on digital platforms can reduce the venture’s growth and chances of survival. As a result of gaining fewer early users, these ventures reduce future product development and are less likely to raise VC funding.

'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt

by Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance, and Michael I. Norton

Many consumers fail to pay off credit card debt each month and suffer financial consequences. Repayment-by-purchase, allocating payment toward specific purchases on a credit card bill, helps consumers gain a sense of progress and control over credit card debt.

Accounting for Product Impact in the Consumer Finance Industry

by George Serafeim and Katie Trinh

A framework and method for measuring and monetizing product impact across industries, applying it to two competitors in the consumer finance space.

How Retailers Can Thrive in a Shopping Season Like No Other

by Danielle Kost

Is it the end of Black Friday as we know it? Harvard Business School faculty members share what retailers can expect from a holiday shopping season without precedent. Open for comment; 0 Comments.

Long-Run Returns to Impact Investing in Emerging Markets and Developing Economies

by Shawn Cole, Martin Melecky, Florian Mölders, and Tristan Reed

Examination of every equity investment made by the International Finance Corporation, one of the largest and longest-operating impact investors, shows this portfolio has outperformed the S&P 500 by 15 percent.

How Hackathons Help Decide Platform Winners and Losers

by Michael Blanding

Hackathons are an overlooked venue for developers to learn about new technologies—and a lucrative place for tech companies to show off their platforms, says Andy Wu.

Is Antitrust Just a Quaint Notion in the Digital Age?

by James Heskett

SUMMING UP: Given the US Department of Justice's new antitrust complaint against Google, is it time to revisit what defines a market monopoly in the internet era? James Heskett's readers consider the potential ramifications. Open for comment; 0 Comments.

What Can Economics Say About Alzheimer's Disease?

by Amitabh Chandra, Courtney Coile, and Corina Mommaerts

This essay discusses the role of market frictions and "missing medicines" in drug innovation and highlights how frameworks and toolkits of economists can help our understanding of the determinants and effects of Alzheimer's disease on health.

Consumers Punish Firms that Cut Employee Pay in Response to COVID-19

by Bhavya Mohan, Serena Hagerty, and Michael Norton

In the wake of COVID-19, firms announced both employee furloughs and (typically small) CEO wage cuts. This research shows that firms’ treatment of employees matters far more to consumers than executive pay cuts.

Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?

by James Heskett

SUMMING UP: Digital experimentation is gaining momentum as an everyday habit in many organizations, especially those in high tech, say James Heskett's readers. Open for comment; 0 Comments.