Publications

June 1994 (Revised September 1994)
Background Note

Commercializing Technology: Imaginative Understanding of User Needs

By: Dorothy A. Leonard

The transformation of technology into commercially successful products is a process fraught with risk and uncertainty, and increasing pressure on time to market is exacerbating the difficulties. This note first describes a study conducted by Hewlett-Packard to improve... View Details

Keywords: Transformation; Communication Strategy; Customers; Design; Marketing; Consumer Behavior; Product Development; Research; Risk and Uncertainty; Commercialization; Technology Adoption

Educators

September–October 2017
Article

The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

By: Ron Kohavi and Stefan Thomke

In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details

Keywords: Experiments; A/B Testing; Research; Consumer Behavior

Register to Read

October 1981 (Revised April 1984)
Case

H.J. Heinz Co.: The Administration of Policy (A)

Relates the April 1979 discovery of improper income transferal practices used at the H.J. Heinz Co. Background data on the company is presented, along with a detailed description of the organizational practices, the management incentive system, and the corporate... View Details

Keywords: Ethics; Business Processes; Compensation and Benefits; Consumer Products Industry; Consumer Products Industry

Educators

09 Apr 2008
Research & Ideas

The Matchmaker of the Modern Economy

would have precluded the Massachusetts Investors Trust from buying a large block of ARD stock. Luckily, Motley used his connections and financial savvy to help ARD obtain exemptions from this section and others on the grounds that it was... View Details

Keywords: by Spencer E. Ante

11 Feb 2019
Research & Ideas

The Business of Saving the Planet

"The fact that the benefits of addressing the problem of climate change almost certainly outweigh the costs ... does not make concerted global action to address the problem easy." —Climate Change in 2018: Implications for Business If there is one positive... View Details

Keywords: by Sean Silverthorne; Energy; Green Technology

December 2019
Article

It Helps to Ask: The Cumulative Benefits of Asking Follow-up Questions

By: Michael Yeomans, Alison Wood Brooks, Karen Huang, Julia A. Minson and Francesca Gino

In a recent article published in Journal of Personality and Social Psychology (JPSP; Huang, Yeomans, Brooks, Minson, & Gino, 2017), we reported the results of 2 experiments involving “getting acquainted” conversations among strangers and an observational field... View Details

Keywords: Question-asking; Conversation; Communication; Relationships; Interpersonal Communication

December 2008 (Revised February 2010)
Teaching Note

Amazon.com: The Brink of Bankruptcy (TN)

By: Lynda M. Applegate

Teaching Note for [809014]. View Details

Keywords: Insolvency and Bankruptcy; Consumer Products Industry

July 2014
Article

Network Effects in Countries' Adoption of IFRS

By: Karthik Ramanna and Ewa Sletten

If the differences in accounting standards across countries reflect relatively stable institutional differences (e.g., auditing technology, the rule of law, etc.), why did several countries rapidly, albeit in a staggered manner, adopt IFRS over local standards in the... View Details

Keywords: International Accounting; Financial Reporting; Network Effects

2023
Working Paper

The Benefits of Revealing Race: Evidence from Minority-owned Local Businesses

By: Abhay Aneja, Michael Luca and Oren Reshef

Is there latent demand to support Black-owned businesses? To explore, we analyze a new feature that made it easier to identify Black-owned restaurants on a large online platform. We find that labeling restaurants as “Black-owned” increased customer engagement and... View Details

Keywords: Black-owned Businesses; Race; Prejudice and Bias; Ownership; Knowledge Dissemination; Digital Platforms; Consumer Behavior; Food and Beverage Industry

SSRN

December 2007
Book Review

Review of Stig Tenold's Tankers in Trouble

By: Christian H.M. Ketels

In "Tankers in Trouble," Stig Tenold looks at the experience of the Norwegian shipping industry during the 1970s and 1980s, specifically of those companies active in the tanker business. The review discusses some complementary insights that can be gained from applying... View Details

Keywords: Experience and Expertise; Framework; Management Analysis, Tools, and Techniques; Crisis Management; Perspective; Demand and Consumers; Industry Clusters; Shipping Industry; Norway

28 Jul 2014
Research & Ideas

Eyes Shut: The Consequences of Not Noticing

to get involved in a national consumer awareness campaign aimed at protecting consumers from gas can explosions. Elmburg felt he needed Walmart's cooperation because the gas cans produced by Blitz and sold... View Details

Keywords: by Max H. Bazerman; Retail

15 Dec 2020
Research & Ideas

The Unspoken Messages of COVID-19 Restrictions

they are also signaling to people that it might be safer to go out now,” says Michael Luca, the Lee J. Styslinger III Associate Professor of Business Administration at Harvard Business School. Policymakers trying to avoid draconian... View Details

Keywords: by Danielle Kost; Food & Beverage

2014
Working Paper

Lobbying Behavior of Governmental Entities: Evidence from Public Pension Accounting Rules

By: Abigail Allen and Reining Petacchi

We examine the lobbying behavior of state governments in the development of recently issued public pension accounting standards GASB 67 and 68. Consistent with opportunistic motivations, we find that states' opposition to the liability increasing provisions embedded in... View Details

Keywords: Accounting; Accounting Industry; United States

SSRN

11 Jul 2016
HBS Case

Neurodiversity: The Benefits of Recruiting Employees with Cognitive Disabilities

There’s a new frontier in diversity programs focused not on race or gender but on cognitive ability. The growing interest in neurodiversity—hiring people with cognitive disabilities like Autism Spectrum Disorder (ASD)—is motivated by... View Details

Keywords: by Roberta Holland; Technology

June 2010
Article

The Pathologies of Online Display Advertising Marketplaces

By: Benjamin Edelman

Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a... View Details

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Cost; Corporate Accountability; Information Publishing; Consumer Behavior; Relationships; Web Sites

Forthcoming
Article

Serving with a Smile on Airbnb: Analyzing the Economic Returns and Behavioral Underpinnings of the Host’s Smile

By: Shunyuan Zhang, Elizabeth Friedman, Kannan Srinivasan, Ravi Dhar and Xupin Zhang

Non-informational cues, such as facial expressions, can significantly influence judgments and interpersonal impressions. While past research has explored how smiling affects business outcomes in offline or in-store contexts, relatively less is known about how smiling... View Details

Keywords: Sharing Economy; Airbnb; Image Feature Extraction; Machine Learning; Facial Expressions; Prejudice and Bias; Nonverbal Communication; E-commerce; Consumer Behavior; Perception

February 2005 (Revised November 2016)
Background Note

Forecasting the Adoption of a New Product

By: Elie Ofek

Provides tools and methodologies that allow forecasting demand for innovative new products. Highlights the Bass model—the theory behind it and ways to determine its parameters. Provides a detailed example of how to use the Bass model to forecast demand for satellite... View Details

Keywords: Forecasting and Prediction; Innovation and Invention; Marketing; Demand and Consumers; Mathematical Methods; Competition

Educators

Article

What Makes a Critic Tick? Connected Authors and the Determinants of Book Reviews

By: Loretti I. Dobrescu, Michael Luca and Alberto Motta

This paper investigates the determinants of expert reviews in the book industry. Reviews are determined not only by the quality of the product, but also by the incentives of the media outlet providing the review. For example, a media outlet may have the incentive to... View Details

Keywords: Quality; Media; Relationships; Marketing Reference Programs; Books; Publishing Industry