Publications

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October 1992 (Revised July 2001)
Case

Gap, Inc., The: Building a Brand

By: Walter J. Salmon and David Wylie

Explores the circumstances under which a specialty store chain can profitably engage in large-scale non-price advertising. View Details

Keywords: Advertising; Brands and Branding; Supply Chain Management

May 2004 (Revised April 2006)
Case

Ultra: The Quest for Leadership (A)

By: Dwight B. Crane and Ricardo Reisen de Pinho

Ultra is one of a small group of competing Brazilian petrochemical companies, each of which buys raw material and is a minority owner of Copene, a "cracking" company that provides ethylene and other materials. Because of an industry restructuring, an auction of shares... View Details

Keywords: Capital; Capital Budgeting; Investment; Risk and Uncertainty; Risk Management; Industry Structures; Cash Flow; Cost of Capital; Valuation; Bids and Bidding; Economy; Ownership Stake; Chemical Industry; Brazil

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22 Sep 2003
Research & Ideas

How Businesses Can Respond to AIDS

warned. "Business cannot sit this one out" and ignore reality, he said. Yet the nature of any given industry today presents business with unique challenges. One session of the conference focused specifically on View Details

Keywords: by Martha Lagace

20 Apr 2022
Blog Post

How HBS Prepared Me to Lead a Company on Day One

ambiguity and demands that you listen to other perspectives. Every class is taught Socratic-style. The cases offer no clear right answer, making you a more agile thinker, a more compassionate leader, View Details

March 1998 (Revised March 1999)
Case

Dell Online

By: V. Kasturi Rangan and Marie Bell

Dell started online commerce for its PCs in 1996, and by 1997 had achieved a sales rate of $3 million a day. The case describes the internal process that led to these dramatic results and poses the question of how the firm should leverage this activity to meet Michael... View Details

Keywords: Consumer Behavior; Market Transactions; Goals and Objectives; Business Processes; Distribution Channels; Internet and the Web; Information Infrastructure; Competitive Advantage; Computer Industry; Retail Industry

18 Sep 2000
Research & Ideas

Getting It Done: Improving Nonprofit Performance

For many years, Americans have shown their generosity to myriad nonprofit organizations. And 1999 was no exception, as charitable giving in this country reached a record high of just over $190 billion. At the same time, however, there is... View Details

Keywords: by James E. Aisner

24 Sep 2007
Research & Ideas

The FDA: What Will the Next 100 Years Bring?

agency is also feeling growing pains. Its 9,000 employees and $1.95 billion budget are straining to meet the demands of technological and global change. It has lost key senior... View Details

Keywords: by Sean Silverthorne; Biotechnology; Consumer Products; Food & Beverage; Health

01 Jun 2015
News

The End of Cows?

affect far more than your dinner. “It’s potentially severely disruptive in that it gets a lot of the current players out of the market and completely changes the supply chain,” says Alvarez, who explores... View Details

Keywords: Jason Feifer; Food and Beverage Stores; Food and Beverage Stores; Food and Beverage Stores

September–October 2013
Article

The Dynamic Advertising Effect of Collegiate Athletics

By: Doug J. Chung

I measure the spillover effect of intercollegiate athletics on the quantity and quality of applicants to institutions of higher education in the United States, popularly known as the "Flutie Effect." I treat athletic success as a stock of goodwill that decays over... View Details

Keywords: Choice Modeling; Entertainment Marketing; Heterogeneity; Panel Data; Structural Modeling; Rights; Analytics and Data Science; Higher Education; Ethics; Consumer Behavior; Advertising; Sports; Advertising Industry; Education Industry

Keywords: Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools; Colleges, Universities, and Professional Schools

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01 Sep 2009
News

Faculty Books

and skilled people to accomplish what relief agencies could not: an information system and supply chain that managed the flow of relief supplies. IBM’s actions exemplify an... View Details

March 2006
Case

Bringing OTC back to the Exchange: Euronext.liffe's launch of ABC

Euronex.liffe, a derivatives trading exchange, launches matching, clearing, and confirmation services for the over-the-counter market. This combination of services creates a new platform for a market that potentially cannibalizes its current exchange-based services. Is... View Details

Keywords: Value Creation; Digital Platforms; Consolidation; Financial Markets; Network Effects

06 Nov 2012
First Look

First Look: November 6

http://www.francescagino.com/uploads/4/7/4/7/4747506/gino_krupka_weber_management_science_2013.pdf Engaging Supply Chains in Climate Change Authors: Chonnikarn Fern Jira and Michael W. Toffel Publication:... View Details

Keywords: Sean Silverthorne

November 2019
Case

Hapag-Lloyd AG:Complying with IMO 2020

By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emer Moloney

A new environmental regulation known as IMO 2020 was creating what one industry analyst called “the biggest shakeup for the oil and shipping industries in decades.” According to the new regulation, all ocean-going ships would have to limit their sulfur emissions by... View Details

Keywords: Valuation; Ship Transportation; Strategic Planning; Game Theory; Pollutants; Supply Chain; Corporate Accountability; Capital Budgeting; Environmental Sustainability; Governing Rules, Regulations, and Reforms; Governance Compliance; Shipping Industry; Transportation Industry; Germany

11 Jan 2011
First Look

First Look: Jan. 11

plant stock, fertilizers, and pesticides; and began directly paying them a premium for better beans. Higher yields and quality increased the growers' incomes, the environmental... View Details

Keywords: Sean Silverthorne

March 2021 (Revised July 2021)
Case

Resident

By: Jeffrey F. Rayport and Thomas O. Jones

Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the... View Details

Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers

February 1996
Case

Chadwick, Inc.: The Balanced Scorecard (Abridged)

By: Robert S. Kaplan

The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details

Keywords: Balanced Scorecard; Research and Development; Product Launch; Commercialization; Consumer Behavior; Customer Focus and Relationships; Performance Evaluation; Pharmaceutical Industry

August 1995 (Revised January 1997)
Exercise

Consumer Behavior Exercise (C)

By: John A. Deighton and Susan M. Fournier

Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g.,... View Details

Keywords: Consumer Behavior