Lowe’s: Improving the Total Home Strategy
By Elie Ofek
In 2023, Marvin Ellison, CEO of Lowe’s, contemplated enhancements to the company’s Total Home Strategy to accelerate performance and grow market share. In the last five years since becoming CEO, Ellison had championed a turnaround of the company, completing a comprehensive foundational reset before embarking on a forward-looking growth plan called the “Total Home Strategy.” This strategic plan identified five critical areas for driving growth: elevating product assortment, driving Pro customer penetration, accelerating online business, expanding installation services, and driving localization. As Lowe’s entered its second century and revenues approached $100 billion, Ellison considered ways to take the growth strategy to the next level and grab market share from its archrival Home Depot. He mulled over whether and how initiatives such as expanding the customer base to include more medium-sized and Hispanic Pros as well as do-it-yourself (DIY) male consumers, advancing online commerce, leveraging new technologies like generative AI, and increasing the localization of stores would not only uphold Lowe’s legacy but also propel it to new heights.

Unintended Consequences of Algorithmic Personalization
By Eva Ascarza and Ayelet Israeli
This case investigates algorithmic bias in marketing through four case studies featuring Apple, Uber, Facebook, and Amazon. Each study presents scenarios where these companies faced public criticism for algorithmic biases in marketing interventions, encompassing promotion, product, price, and distribution. The case is designed to enhance students' understanding of algorithmic bias in personalized marketing. It encourages discussions on its causes and strategies for detection and mitigation. A key learning is that such bias is often unintentional and can occur without data errors or underrepresentation in the sample. A central theme is the trade-off between optimization and fairness in algorithmic decision-making. Overall, these case studies provide comprehensive discussions on the causes, implications, and solutions to algorithmic bias in personalized marketing, complemented by the technical note “Algorithm Bias in Marketing” that accompanies the case.

Michelin in Motion: Putting Purpose to Work
By Hubert Joly, Nitin Nohria and Emilie Billaud
When he became CEO, facing limited growth prospects, a low valuation, and therefore a stagnating share price, Menegaux and his team launched a set of initiatives to reposition Michelin. These included (1) articulating a clear purpose (“We care about giving people a better way forward”), (2) formulating a strategic vision—the “Michelin in Motion” strategy aiming to generate 20%-30% of revenue from non-tire activities by 2030, a significant leap from less than 5% in 2020, (3) introducing a new leadership model—I CARE—and reshaping the company’s values around the idea of respect for all its stakeholders, and (4) introducing the dream for Michelin to be recognized by 2050 as a critical innovation leader that helped humanity conquer new frontiers. The overall plan centered on driving performance across profit, people, and the planet. Despite challenges, by 2024, these changes had begun to show results, with the company's share price rising by 23% since the beginning of his tenure, although Menegaux believes this does not fully reflect the company's potential.