by Susan Helper - Publications - Faculty & Research

2006
Book

Design-Inspired Innovation

By: James Utterback, Bengt–Arne Vedin, Eduardo Alvarez, Sten Ekman, Susan Walsh Sanderson, Bruce Tether and Roberto Verganti

When an innovation is inspired by design, it transcends technology and utility. The design delights the user, seamlessly integrating the physical object, a service, and its use into something whole. A design-inspired innovation is so simple that it becomes an extension... View Details

Keywords: Innovation and Invention; Product Design; Product Development

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March 15, 2006
Article

Increasing the Opportunity of Live Kidney Donation By Matching for Two and Three Way Exchanges

By: Susan L. Saidman, Alvin E. Roth, Tayfun Sönmez, M. Utku Ünver and Francis L. Delmonico

Keywords: Opportunities; Health

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October 2003 (Revised January 2004)
Case

Burberry

By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman

In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest... View Details

Keywords: Brands and Branding; Management Teams; Luxury; Product Launch; Distribution; Product Positioning; Advertising; Market Entry and Exit; Apparel and Accessories Industry; Fashion Industry; United Kingdom

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May 2003 (Revised March 2006)
Case

Carol Fishman Cohen: Professional Career Reentry (A)

By: Myra M. Hart, Robin J. Ely and Susan Wojewoda

Explores the career challenges facing highly successful women who leave the full-time workforce for several years to manage family commitments. Carol Cohen is a 1985 Harvard MBA who has professional line experience in a manufacturing environment, followed by a... View Details

Keywords: Work-Life Balance; Family and Family Relationships

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July 2002
Case

Introducing ... The XFL!

By: Susan M. Fournier, Stephen A. Greyser and Seth Schulman

When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program in a Saturday evening time slot. The next week, ratings plummeted, and by week nine the XFL game earned the title... View Details

Keywords: Advertising; Forecasting and Prediction; Product Positioning; Consumer Behavior; Product Development; Culture; Commercialization

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July 1993 (Revised September 1995)
Case

Block 16: Conoco's "Green" Oil Strategy (A)

By: Malcolm S. Salter and Susan E.A. Hall

Conoco's attempted to win an oil development contract in Ecuador's tropical rain forest. The case discusses government perspectives, environmental perspectives, and indigenous people's perspectives. Allows role playing in a "negotiating forum" set up by Conoco to get... View Details