Cases will be analyzed via the PACADI approach – Problem, Alternatives, Criteria,Analysis, Decision, Implementation plan.PACADI Case Analysis Format

Case:Harvard Business School Case StudiesHubSpot and Motion AI (B): Generative AI Opportunities by Jill Avery (2024)https://hbsp.harvard.edu/product/524088-PDF-ENG

The case analysis should be written in paragraph-form, double-spaced (12 Times New Roman font) and shouldbe between 4-6 pages long (excluding the cover & reference pages) At least five scholarly resources (journalarticles, business publications, government reports) should be used to support your responses. APA-stylecitations should be used. Cases will be analyzed via the PACADI approach – Problem, Alternatives, Criteria,Analysis, Decision, Implementation plan.PACADI Case Analysis FormatMarketing Decision Making*Problem definition – what is the major challenge, problem, opportunity,decision, etc. that has to be made. If there is more than one problem, focus onthe most important one. Often when solving the most important problem,other problems will surface and be addressed.Alternatives – identification and discussion of alternative decisions to addressproblem definition. (generally, 3-5 alternatives)Criteria – list of key decision criteria that will guide the decision making.These Include marketing criteria such as segment or target, positioning,advertising, sales, distribution and other marketing criteria relevant to the case.Include any financial criteria useful in evaluating the alternatives. These couldinclude impact on an income statement, customer lifetime value, payback andany other financial criteria relevant to the case. Include your rationale for theselection of decision criteria and weights/importance for each.Analysis–provides an analysis of each alternative based on the decision criteriaabove.Decision-your decision recommendation for the proposed solution of theproblem. This decision is based on your analysis of the decision criteria.Explain why the decision made is the best fit to the criteria.Implementation plan – List the key steps and requirements to implement therecommendation, sequence and timetable, expected competitive reaction,metrics to measure success, unplanned for costs, and any risks in the plan.Use the following questions to help guide you as you develop each section:1. Should HubSpot replace its human chat representatives with chatbots? Why or why not?

2. Which activities in HubSpot’s marketing and selling process would you turn over from humans to bots?Why? In which phases of the funnel (ToFu, MoFu, BoFu) would bots do better (worse) than humans?3. How might customer behavior change if customers interacted with bots versus with humans? How mightthis behavioral change affect the type of relationship formed with the company, the trajectory of thatrelationship, and its inherent profitability?4. As it develops best practices to share with its customers, what should HubSpot recommend regarding: a)how “human” chatbots should be, b) whether and/or when/how to disclose to a customer that they arechatting with a bot rather than a human, and c) whether the bot should always speak in a voice of thebrand or adjust its relational style based on cues it receives from an individual customer? Why?5. Was HubSpot’s acquisition of Motion AI a smart move for the company? How might it affect itsrelationship with its own customers?