Publications

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September 1995 (Revised August 1996)
Case

Land Rover North America, Inc.

Charles Hughes, president and CEO of Land Rover North America, Inc., is debating product positioning options for the new Land Rover Discovery. The positioning decision must consider the role of the Discovery vis-`a-vis other vehicles in the LRNA line, the brand's... View Details

Keywords: Product Positioning; Consumer Behavior; Brands and Branding; Auto Industry; Auto Industry; North and Central America; United Kingdom

September 1988 (Revised October 1992)
Case

Suzuki Samurai

By: John A. Quelch

Suzuki and advertising agency executives are debating the product positioning and accompanying copy strategy alternatives for the Suzuki Samurai prior to its U.S. introduction. View Details

Keywords: Product Positioning; Marketing Strategy; Market Entry and Exit; Advertising Campaigns; Auto Industry; Auto Industry; Japan; United States

August 1993
Case

General Motors: Smith's Dilemma

By: Nitin Nohria and Sandy Green

Discusses Roger Smith's tenure as CEO of General Motors. Describes his vision for changing General Motors, and how he went about implementing that vision. View Details

Keywords: Change Management; Organizational Change and Adaptation; Management Teams; Leadership Style; Auto Industry; Auto Industry

28 Apr 2023
Cold Call Podcast

Sweden’s Northvolt Electric Battery Maker: A Startup with a Mission

Keywords: Re: George Serafeim; Auto; Auto; Auto; Auto

01 Jun 2010
News

Admit It: You’re in Denial

marketing produced the legendary Model T, which put America on wheels and made Ford a business titan. More than 15 million Model T autos were sold in the two decades after its introduction in 1908. But something happened. By 1927, Model T... View Details

Keywords: Richard S. Tedlow; Colleges, Universities, and Professional Schools; Educational Services; News, Library, Internet, and Other Services; Information; Management

03 Feb 2015
First Look

First Look: February 3

of undermining HomeAway's existing business. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/615036-PDF-ENG Harvard Business School Case 715-427 Progressive, 2007-2013 In 2013, Progressive was the fourth largest player in the View Details

Keywords: Sean Silverthorne

October 2019
Case

Feeling Machines: Emotion AI at Affectiva

By: Shane Greenstein and John Masko

In 2016, Affectiva—a Boston-based emotion AI software company with a long track record of building emotion-sensing software for market research—had attempted to expand into new verticals by releasing a mobile software development kit (SDK) that downloaders could adapt... View Details

Keywords: Artificial Intelligence; Market Research; Business Model; Finance; Revenue; Decision Making; Risk and Uncertainty; Market Entry and Exit; Applications and Software; AI and Machine Learning; Auto Industry; Auto Industry; United States

December 2012
Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

By: Jill Avery

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details

Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Auto Industry; Auto Industry

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Spring 2013
Article

China's Quest to Adopt Electric Vehicles

By: Christopher Marquis, Hongyu Zhang and Lixuan Zhou

The Chinese government's effort to create an electric vehicle industry is a bold experiment in local and system-level innovation. It also provides a window into understanding the promise and peril of economic development policies, both for China and for the rest of the... View Details

Keywords: Technological Innovation; Development Economics; Emerging Markets; Auto Industry; Auto Industry; China

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September 2003
Supplement

Edmunds.com, Inc. (B)

By: Stephen P. Bradley and Erin Sullivan

Supplements the (A) case. View Details

Keywords: Auto Industry; Auto Industry

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10 Jun 2008
First Look

First Look: June 10, 2008

Group has navigated through the significantly different political and economic changes in China to succeed as a global leader in the auto parts industry and to develop into a broad business conglomerate. Beginning in 1994, when it first... View Details

Keywords: Martha Lagace

January 2022
Teaching Note

Mobileye 2021: Robotaxi and/or Consumer AV?

By: David B. Yoffie

The Mobileye 2021 case is a strategy case developed for the Strategy & Technology course, which is a second year elective at Harvard Business School. The primary purpose of the case is to teach the framework, “Look Forward, Reason Back,” which is described in David... View Details

Keywords: Technology Companies; Robotics; Autonomous Vehicles; Strategy; Decision Making; Transportation; Technological Innovation; Auto Industry; Auto Industry; Auto Industry; Israel

June 2024
Simulation

Vehicle Lifecycle Emissions Calculator

By: Mike Toffel, Shirley Lu and George Serafeim

This Vehicle Lifecycle Emissions Calculator calculates the greenhouse gas emissions over the lifespan of internal combustion engine (ICEs) vehicles, battery electric vehicles (BEVs), and plug-in hybrid electric vehicles (PHEV), including those associated with their... View Details

Keywords: Decarbonization; Environment; Carbon Accounting; Carbon; Carbon Abatement; Electric Vehicles; Automobiles; Environmental Accounting; Environmental Management; Environmental Sustainability; Strategy; Technological Innovation; Supply Chain; Business and Stakeholder Relations; Climate Change; Transportation; Auto Industry; Auto Industry; Auto Industry