Test - Publications - Faculty & Research

23 Dec 2019
Blog Post

Taking the Risk to Start a Company at Business School

you have to go ahead and take the risk. “If you don’t ever try, you won’t know. Don’t ever wait. If there is a market opportunity, run the tests and get clarity on if you should go full throttle.” After graduation, Julie continued to work... View Details

February 2024
Module Note

Data-Driven Marketing in Retail Markets

By: Ayelet Israeli

This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details

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August 2018 (Revised October 2019)
Case

C3.ai—Driven to Succeed

By: Robert Simons and George Gonzalez

CEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee... View Details

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November 2009
Case

The Explosion of Genetic Testing: Opportunities and Challenges

By: Richard G. Hamermesh, Mara G. Aspinall and Rachel Gordon

This case study invites the reader to consider genetic testing in several different lights. First, can the business of genetic testing be considered a disruptive innovation to the current drug therapy model as defined by Harvard Business School Professor Clay... View Details

Keywords: Genetics; Health Care and Treatment; Health Testing and Trials; Disruptive Innovation; Business Model; Biotechnology Industry; Health Industry

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2015
Working Paper

Discretion in Hiring

By: Mitchell Hoffman, Lisa B. Kahn and Danielle Li

Who should make hiring decisions? We propose an empirical test for assessing whether firms should rely on hard metrics such as job test scores or grant managers discretion in making hiring decisions. We implement our test in the context of the introduction of a... View Details

Keywords: Selection and Staffing; Management Practices and Processes

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May 1986
Supplement

General Mills, Inc.: Yoplait Custard-Style Yogurt (B)

By: John A. Quelch

Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory test market. View Details

Keywords: Food; Product Launch; Product Development; Product Marketing; Food and Beverage Industry; United States

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14 Oct 2016
Video

EverlyWell Wins 2nd Place in 2016 Alumni New Venture Competition

12 PM – 1 PM EDT, 03 Oct 2023
Webinars: Career

Tech in the Job Search: LinkedIn for Career Exploration

CPD and a former LinkedIn insider equip you with the tools and insights you need for a fruitful data-driven exploration for the next stage of your career. Learn to better engage with fellow alumni and avoid the uncertainty of blindly committing to a new path by... View Details

16 Feb 2016
News

Is your child taking a test? When is the right time?

6 PM – 8 PM EST, 04 Feb 2016

Alumnae Circles Open House: New York

Short Description test View Details

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

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February 15, 2022
Article

How Managers Can Build a Culture of Experimentation

By: Frank V. Cespedes and Neil Hoyne

Testing in business presents qualitatively different challenges than those in clinical trials and most scientific research. There are very few opportunities for randomized control experiments in a changing, competitive market. Yet, change and competition make testing a... View Details

Keywords: Experimentation; Management; Decision Making

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March 2015 (Revised September 2016)
Case

Terrapin Laboratory

By: Richard G. Hamermesh and Joseph B. Fuller

Describes the formation and rapid growth of a drug testing company. The company needs to decide whether to enter the painkiller testing market, in addition to growing its drug treatment center business. The associated teaching materials provide students the opportunity... View Details

Keywords: Business Growth; Entrepreneurial Management; Entrepreneurship; Growth Strategy; Market Entry; Venture Capital; Growth Management; Expansion; Financing and Loans; Health Care and Treatment; Health Testing and Trials; Business Startups; Pharmaceutical Industry; Health Industry

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13 Jul 2021
News

Hate Spreads Faster on Twitter: Evidence from 44 News Outlets

May 1986 (Revised July 1995)
Case

General Mills, Inc.: Yoplait Custard-Style Yogurt (A)

By: John A. Quelch

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test... View Details

Keywords: Food; Product Development; Product Marketing; Food and Beverage Industry; United States

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November 1983 (Revised December 1984)
Case

Frito-Lay, Inc.: Grandma's ""Ready-To-Eat"" Cookies

Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. One set of data, the Kansas City test results, was extremely encouraging;... View Details

Keywords: Product Launch; Manufacturing Industry; Food and Beverage Industry; United States

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April 1973 (Revised April 1983)
Case

Mirassou Vineyards (A)

Examines the decision by Mirassou to test a mechanical grape harvester that requires a major change in growing methods and operations. The machine is unproven and the investor has asked this vineyard to test it for him and commit to use it. View Details

Keywords: Technology; Organizational Change and Adaptation; Production; Agriculture and Agribusiness Industry

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Mar 07 2018
Testimonial

Discovering What Great Leaders Have in Common

June 2016
Teaching Plan

Terrapin Laboratory

By: Joseph B. Fuller and Andrew Otazo

This teaching plan accompanies the case "Terrapin Laboratory," HBS No. 315-098. That case describes the formation and rapid growth of a drug testing company. The company needs to decide whether to enter the painkiller testing market, in addition to growing its drug... View Details

Keywords: Business Growth; Entrepreneurial Management; Growth Strategy; Market Entry; Venture Capital; Market Entry and Exit; Entrepreneurship; Health Testing and Trials; Growth and Development Strategy; Pharmaceutical Industry

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January 2001
Case

Abgenix and the XenoMouse

By: Robert J. Dolan

Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to... View Details

Keywords: Product Development; Marketing Strategy; Health Testing and Trials; Risk and Uncertainty; Technological Innovation; Innovation Strategy; Science-Based Business; Biotechnology Industry

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