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- Faculty Publications (100)
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- All HBS Web (246)
- Faculty Publications (100)
- May 1998 (Revised May 1999)
- Case
Biopure Corp.
It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood...
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Keywords:
Segmentation;
Marketing Strategy;
Engineering;
Budgets and Budgeting;
Sales;
Transformation;
Markets;
Debates;
Product Launch;
Pharmaceutical Industry
Gourville, John T. "Biopure Corp." Harvard Business School Case 598-150, May 1998. (Revised May 1999.)
- 03 Feb 2015
- First Look
First Look: February 3
drive this reaction. February 2015 Perspectives on Psychological Science When Does Familiarity Promote Versus Undermine Interpersonal Attraction? A Proposed Integrative Model from Erstwhile Adversaries By: Finkel, Eli J., Michael I. Norton, Harry View Details
Keywords:
Sean Silverthorne
- September 2005 (Revised February 2007)
- Case
Angels and Devils: Best Buy's New Customer Approach (A)
In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an...
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Keywords:
History;
Customer Relationship Management;
Opportunities;
Marketing Strategy;
Leadership Style;
Problems and Challenges;
Growth and Development Strategy;
Retail Industry;
Electronics Industry
Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (A)." Harvard Business School Case 506-007, September 2005. (Revised February 2007.)
- 06 Nov 2012
- First Look
First Look: November 6
understood and managed. The key to success? Incentives. Fortunately, new research has shed light on the role incentives can play in promoting new ideas, but these findings have been absent from innovation literature-until now. By using...
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Keywords:
Sean Silverthorne
- 01 Jun 2022
- News
The Exchange: Same Great Price, Now with Fewer Chips
John Gourville and Alex MacKay (Image by John Ritter) Rising inflation and pandemic-related supply-chain challenges are driving up prices at the...
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- 02 May 2017
- First Look
First Look at New Research: May 2, 2017
Louis T. Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52575 The Cross Section of Bank Value By: Egan, Mark, Stefan Lewellen, and Adi Sunderam Abstract—We study the determinants of value...
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Keywords:
Carmen Nobel
- Web
Named Fellowship Funds - Alumni
collaboration and innovation between HBS and the Harvard John A. Paulson School of Engineering and Applied Sciences by supporting students enrolled in the MS/MBA joint degree program. E Sharyn and Matt Eby...
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- July 2001 (Revised August 2005)
- Case
Medicines Company, The
It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The...
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Keywords:
Business Model;
Change Management;
Decision Choices and Conditions;
Cost Management;
Price;
Product Marketing;
Product Launch;
Product Development;
Risk and Uncertainty;
Health Industry;
Pharmaceutical Industry
Gourville, John T. "Medicines Company, The." Harvard Business School Case 502-006, July 2001. (Revised August 2005.)
- April 2002 (Revised July 2002)
- Case
Imagicast
By: John T. Gourville and Alison Berkley Wagonfeld
Imagicast has brought to market an interactive, multimedia retail kiosk designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to sell a single kiosk. Time...
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Keywords:
Forecasting and Prediction;
Crisis Management;
Product Launch;
Demand and Consumers;
Sales;
Technology;
Retail Industry;
United States
Gourville, John T., and Alison Berkley Wagonfeld. "Imagicast." Harvard Business School Case 502-052, April 2002. (Revised July 2002.)
- May 2005 (Revised April 2006)
- Background Note
Note on Innovation Diffusion: Rogers' Five Factors
Reviews Everett Rogers' Five Factors of product adoption. These factors help explain why some products diffuse rapidly and some slowly or not at all.
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Gourville, John T. "Note on Innovation Diffusion: Rogers' Five Factors." Harvard Business School Background Note 505-075, May 2005. (Revised April 2006.)
- November 2009 (Revised March 2011)
- Case
New York Life and Immediate Annuities
By: Julio J. Rotemberg and John T. Gourville
By positioning Immediate Annuities as "guaranteed lifetime income," New York Life has built itself a $1.4 billion per year business by 2009. However, to make Immediate Annuities a mainstream financial product for retirees, New York Life must understand why many...
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Keywords:
Insurance;
Personal Finance;
Product Marketing;
Consumer Behavior;
Retirement;
Salesforce Management;
Insurance Industry
Rotemberg, Julio J., and John T. Gourville. "New York Life and Immediate Annuities." Harvard Business School Case 510-040, November 2009. (Revised March 2011.)
- 16 Sep 2015
- News
Rethink pricing to create shared—and expanded—value
John T. Gourville, the Albert J. Weatherhead Jr. Professor of Business Administration, advocates that value be shared by a firm and its customers. “Without a willing customer,...
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- November 2003 (Revised April 2004)
- Background Note
Why Consumers Don't Buy: The Psychology of New Product Adoption
Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome...
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Gourville, John T. "Why Consumers Don't Buy: The Psychology of New Product Adoption." Harvard Business School Background Note 504-056, November 2003. (Revised April 2004.)
- Web
HBR Classics - Alumni
A. Heifetz and Marty Linsky Cracking the Code of Change , Michael Beer and Nitin Nohria Leading Change - Why Transformation Efforts Fail , John P. Kotter Tipping Point Leadership , W. Chan Kim and Renee Mauborgne Global Collaboration Are...
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- February 2002
- Case
Fighting AIDS and Pricing Drugs
In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant...
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Keywords:
Developing Countries and Economies;
Patents;
Price;
Strategy;
Globalized Markets and Industries;
Pharmaceutical Industry
Gourville, John T. "Fighting AIDS and Pricing Drugs." Harvard Business School Case 502-061, February 2002.
- June 2012
- Article
Pricing to Create Shared Value
By: Marco Bertini and John T. Gourville
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that...
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Keywords:
Pricing;
Marketing Strategy;
Price;
Customer Focus and Relationships;
Customer Relationship Management;
Value Creation;
Fairness
Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
- Web
Dan Lufkin | Baker Library | Bloomberg Center | Harvard Business School
Howard E. Cox Greylock Michael Danzi US Labs William Donaldson Donaldson, Lufkin & Jenrette Timothy C. Draper Draper Fisher Jurvetson (DFJ) William H. Draper, III Draper Richards, L.P. T. J. Dermot Dunphy Sealed Air Charles Ellis...
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- 11 Apr 2017
- First Look
First Look at New Research, April 11
by US Airways. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/417054-PDF-ENG Harvard Business School Case 317-088 T. Rowe Price and the Dell Inc. MBO (A) T. Rowe...
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- April 2008
- Supplement
Ti-Tech (B)
By: Benson P. Shapiro and John T. Gourville
This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity...
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Keywords:
Decisions;
Order Taking and Fulfillment;
Production;
Performance Capacity;
Marketing Strategy;
Bids and Bidding;
Manufacturing Industry;
Industrial Products Industry;
United States
Shapiro, Benson P., and John T. Gourville. "Ti-Tech (B)." Harvard Business School Supplement 508-096, April 2008.
- May 1999
- Background Note
Note on Behavioral Pricing
The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's...
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Keywords:
Customer Satisfaction;
Decisions;
Fairness;
Price;
Marketing Strategy;
Behavior;
Perspective;
Public Opinion
Gourville, John T. "Note on Behavioral Pricing." Harvard Business School Background Note 599-114, May 1999.