Tag Archives: Case Study

Why did a ham and beer pop-up beat a fashion pop-up during COVID?

I was recently invited to speak at the Duncan Anderson Design Lecture Series, hosted by Professor Wesley Woelfel at the Department of Design, California State University, Long Beach. Unlike my previous virtual talk, this time I traveled to Long Beach and delivered the lecture in person.

My presentation focused on an ongoing collaborative research project with Nayoung Yoon at Aalto University and Wonseok Choi at Project Rent. Nayoung contributes perspectives of brand managers and consumers and Wonseok provides practical knowledge gained from launching over 200 pop-up stores throughout Seoul.

The lecture began with three landmark cases including Simmons Grocery Store. Following this, I presented four recent pop-up stores operated by Project Rent, each carefully designed around unique goals. Among them was the Ghana Chocolate House, an innovative pop-up store reshaping brand perception.

The audience paid attention to not only cases but also numbers. To illustrate this, I shared preliminary findings from data we collected during July 2020, at the height of the COVID-19 pandemic in Seoul. The graph shows daily visitor counts for two pop-up stores, a ham and beer pop-up (solid line) and a fashion pop-up (dotted line), alongside daily COVID-19 case numbers (green line). During pandemic restrictions, the food and beverage pop-up consistently attracted more visitors than the fashion pop-up when operating. These findings, highlighting the appeal of experiential consumption, were presented by Nayoung in 2024.

We plan to deepen our analysis and provide further insights into how brands can leverage pop-up stores.

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Reference

Yoon, N., & Joo, J. (2024). Experience matters when not restricted: The impact of product type and COVID-19 restrictions on pop-up store visits. Proceedings of the European Marketing Academy, 53rd, (119359)

By taking empirics-first research approach, we study the effect of product type and COVID-19 restrictions on pop-up store visits. This quasi-experimental study uses store traffic and store-entry ratios of four pop-up stores displaying different product types (i.e., experience goods or search goods) at varying times (before or after the COVID-19 restrictions). Our research shows that pop-up store visits were higher when a store displayed experience goods than search goods before the COVID-19 restrictions. However, the store visits to experience goods pop-up stores plummeted after the imposition of restrictions, higher than search goods, suggesting the restrictions’ stronger detrimental effect on experience goods. Our findings advance research on consumer behavior relating to pop-up store products and the impact of mobility restrictions on store visits.

An MBA class that transforms thinking and informs decisions

During my visit to the Rady School of Management, UC San Diego, I attended an MBA class taught by Professor Thales Teixeira, a founder of decoupling.co and a former Harvard professor.

The class was highly interactive. Students had to prepare in advance by digesting given case studies. In class, they actively participated by sharing new ideas and debating different perspectives. Professor Teixeira encouraged these discussions and helped everyone understand the key points.

This class was unique to me because it did not rely on textbooks. Since the professor knew the background and outcomes of the cases, he guided students to think differently. This approach encouraged students to think comprehensively and rigorously, and over time, this shift in thinking style can lead to more informed business decisions.

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Reference

Camuffo, A., Cordova, A., Gambardella, A., & Spina, C. (2020). “A Scientific Approach to Entrepreneurial Decision Making: Evidence from a Randomized Control Trial.” Management Science, 66(2), 564–586.

A classical approach to collecting and elaborating information to make entrepreneurial decisions combines search heuristics, such as trial and error, effectuation, and confirmatory search. This paper develops a framework for exploring the implications of a more scientific approach to entrepreneurial decision making. The panel sample of our randomized control trial includes 116 Italian startups and 16 data points over a period of about one year. Both the treatment and control groups receive 10 sessions of general training on how to obtain feedback from the market and gauge the feasibility of their idea. We teach the treated startups to develop frameworks for predicting the performance of their idea and conduct rigorous tests of their hypotheses, very much as scientists do in their research. We let the firms in the control group instead follow their intuitions about how to assess their idea, which has typically produced fairly standard search heuristics. We find that entrepreneurs who behave like scientists perform better, are more likely to pivot to a different idea, and are not more likely to drop out than the control group in the early stages of the startup. These results are consistent with the main prediction of our theory: a scientific approach improves precision—it reduces the odds of pursuing projects with false positive returns and increases the odds of pursuing projects with false negative returns.