It's a dilemma facing more and more brands: should you sell your goods on Amazon? It's the most visited e-commerce platform in the U.S. and the dominant retailer in 28 other countries. But that reach comes at a price. There are downsides like costs, competition, and lack of data. Ayelet Israeli is an associate professor at Harvard Business School and a coauthor of the HBR article "Should Your Company Sell on Amazon?" She talks through step-by-step how businesses can decide whether Amazon is right for them.

Harvard Business School professor Ayelet Israeli discusses the boom in celebrity brands, attributing it to social media and direct-to-consumer retail. She emphasizes the importance of quality, consumer trust, and market expertise. Lessons for entrepreneurs and companies are outlined, showing the impact of celebrity endorsements in various industries.

Kalam Dennis, co-founder of AptDeco, a peer-to-peer marketplace for used furniture, joins Ayelet Israeli, an associate professor at Harvard Business School, to discuss turning startup failures into stepping stones for success. They share AptDeco's journey and strategic lessons learned while navigating challenges in the complex used furniture market. Highlights include utilizing data analytics for value enhancement and emphasizing sustainability. They also explore the dynamics of platform companies and the circular economy, showcasing how these elements drive innovation and growth.

Hear Harvard Business School associate professor Ayelet Israeli discuss the pros and cons of selling on Amazon. Topics include costs, competition, data challenges, brand strategies, and the decision-making process for leveraging the Amazon marketplace.

Ayelet Israeli, assistant professor at Harvard Business School, discusses the opportunities and limitations of generative AI in market research. She explores how AI can simulate focus groups and surveys, reducing time and cost. They also discuss the rationality of marketing strategies and the challenge of finding extreme ideas. Israeli highlights the potential of AI in addressing bias and generating unbiased outcomes, mentioning the improvement in AI models over time.