Publications

August 2014 (Revised September 2016)
Case

ANA (A)

By: Doug J. Chung and Mayuka Yamazaki

All Nippon Airways (ANA) became the largest airline in Japan in 2013. Having been designated as a domestic carrier by the Japanese government till the mid-1980s and Japan being the sixth largest domestic airline market, two-thirds of ANA’s passenger revenue came from... View Details

Keywords: Demand and Consumers; Analysis; Economics; Price; Marketing Strategy; Competitive Strategy; Product; Policy; Air Transportation Industry; Japan

02 Mar 2016
Blog Post

HBS FIELD - A Sneak Peek Into Retail

Every January HBS sends hundreds of first year business school students to an emerging market for 10 days of cultural and business immersion. Dauntingly, in those 10 days students must acclimate themselves... View Details

Keywords: Consumer Products / Retail

27 Sep 2011
First Look

First Look: September 27

specificity at the individual level. We discuss the implications of our results for the study of learning and experience as well as for the providers and consumers View Details

Keywords: Sean Silverthorne

2011
Book

The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

By: Fred Reichheld and Rob Markey

Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success.
*Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers.
*Shares new and... View Details

Keywords: Customer Centric Initiative; Customer Defection; Customer Engagement; Customer Experience; Customer Focused Organization; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Network Effects

Find at Harvard

27 Feb 2020
Blog Post

Taking the LEAP into the Case Method

cross-registered the course of Leadership Execution and Action Planning (LEAP) for MBA students at Harvard Business School out of curiosity because he has great interest in the... View Details

November 2001 (Revised September 2002)
Case

Four Products: Predicting Diffusion

By: John T. Gourville

One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these... View Details

Keywords: Forecasting and Prediction; Innovation and Invention; Product Launch; Demand and Consumers; Technology Adoption

13 Aug 2014
Lessons from the Classroom

Managing the Family Business: Entrepreneurs Needed for Long-Run Success

activities that can grow. Simply put, successful families are entrepreneurial. Second, families succeed because they invest in productive activities (including the development of the next generation), emphasize growing assets, and View Details

Keywords: by Michael J. Roberts

January 2006 (Revised February 2007)
Case

SuperCat Powerboats (A)

By: James L. Heskett

Ryan and David Kratz have formed a new company, under very favorable terms, with a fiberglass boat builder. But at the signing of the agreement for the new company's information, the builder's spouse suggests that the Kratz's share of ownership be reduced from 67% to... View Details

Keywords: Business Startups; Negotiation; Ownership Stake; Consumer Products Industry

March 2010 (Revised November 2010)
Case

Pandora Radio: Fire Unprofitable Customers?

By: Willy C. Shih and Halle Alicia Tecco

Pandora Radio is at a crossroads. Founder Tim Westergren has just been told by a well known VC to get rid of his unprofitable customers in order to get his costs down, but Westergren is not sure that such actions are consistent with his company's business model.... View Details

Keywords: Business Model; Customer Satisfaction; Music Entertainment; Venture Capital; Profit; Growth and Development Strategy; Consumer Behavior; Internet; Media and Broadcasting Industry

May 1986 (Revised February 1989)
Case

Gillette Co.: Dry Idea Advertising (B), The Bake-Off

Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the Gillette Co. and its advertising agency, Batten, Barton, Durstine & Osborne (BBDO). The case begins with Gillette's... View Details

Keywords: Advertising; Product Marketing; Consumer Products Industry; United States

28 May 2019
News

In My Humble Opinion: Family Dynamic

diversified the company’s interests by adding investments in energy and infrastructure to supplement Sintesa’s holdings in consumer and industrial products as well as property and development. Ten years on,... View Details

Keywords: Julia Hanna; Offices of Other Holding Companies; Offices of Other Holding Companies

02 Sep 2014
First Look

First Look: September 2

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2142085 September 2014 Marketing Letters Advancing Consumer Neuroscience By: Smidts, Ale, Ming Hsu, Alan G. Sanfey, Maarten A. S. Boksem, Richard B. Ebstein, Scott A. Huettel, Joe W.... View Details

Keywords: Sean Silverthorne

Career Coach

Okan Okutgen

Okan (Princeton BSE ‘11, HBS MBA ’15) has years of experience in the tech startup world as a go-to-market leader, general manager and strategic finance leader. He has served as Head of Global Sales... View Details

26 Sep 2013
Research & Ideas

Behind India’s Economic and Political Woes

thoughts on the rising price of onions in India? A: This is very bad news for the incumbent government, since the price of onions is a harbinger of electoral distress. It is a... View Details

Keywords: by Zeenat Potia

01 Nov 2011
First Look

First Look: Nov. 1

online discount vouchers, a new marketing tool that offers consumers large discounts when they prepay for participating merchants' goods and services. Within a model of repeat experience good purchase, we... View Details

Keywords: Sean Silverthorne

04 May 2007
What Do You Think?

How Do Managers Think?

metric for measuring the doctor's work is a near perfect solution while the manager has to deliver the most effective outcome vis-à-vis original plans." One interesting comment about what managers can learn was offered by Darryl... View Details

Keywords: by Jim Heskett

01 Jun 2009
News

Setting the Legislative Agenda

shadow financial system. Create a new system for federal and state regulation of mortgages and other consumer credit products. Create executive pay structures that discourage excessive risk taking. Reform... View Details

Keywords: Administration of Economic Programs; Administration of Economic Programs; Administration of Economic Programs; Administration of Economic Programs

February 2003 (Revised August 2003)
Case

Disposable Diaper Industry in 2003, The

Updates the continuing developments in the disposable diaper industry from 1994 to 2003. Investigates new product innovation, global expansion, and emerging competitors in the highly competitive diaper industry, including the rise of training pants and ventures into... View Details

Keywords: Competition; Market Entry and Exit; Supply and Industry; Consumer Products Industry