Publications
Publications
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- All HBS Web
(117,178)
- Faculty Publications (2,339)
- June 2007 (Revised March 2010)
- Supplement
Maria Sharapova: Marketing a Champion (B)
By: Anita Elberse and Margarita Golod
- June 2007
- Article
Should I Stay or Should I Go? Mood Congruity, Self-monitoring and Retail Context Preference
By: Nancy M. Puccinelli, Rohit Deshpandé and Alice M. Isen
- May 2007 (Revised March 2010)
- Case
Maria Sharapova: Marketing a Champion (A)
By: Anita Elberse and Margarita Golod
In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details
- May 2007 - 2007
- Conference Presentation
The Long Tail... And Implications for Marketers
By: Anita Elberse
Keywords: Marketing
- May 2007 (Revised April 2008)
- Case
Tiger-Tread
By: Rohit Deshpande and Richard Cardozo
Describes an innovative product launch for which a marketing plan and a breakeven analysis are needed. To introduce students to breakeven analysis and the essentials of developing a marketing plan. View Details
- April 2007 (Revised June 2008)
- Background Note
USG
By: Elie Ofek and Kerry Herman
Serves as a background note for purposes of class discussion around next-generation innovation at USG. Describes the company, its products, and competitors. Of relevance is the fact that it recently filed for Chapter 11 due to litigation over asbestos-related claims.... View Details
- Apr 2007
- Conference Presentation
The Long Tail... And Implications for Marketers
By: Anita Elberse
Keywords: Marketing
- April 2007 (Revised June 2008)
- Background Note
AmorePacific
By: Elie Ofek and Kerry Herman
Describes the dominant firm in the Korean cosmetics market up to the mid-2000s. Gives background on AmorePacific's historical evolution, its current brands, and the competition it faces from local and international players. Also provides information on the market... View Details
- March 2007
- Case
JCPenney: An Historical Shift toward Centralization
By: Rajiv Lal and Laura Winig
In September 2006, Michael Taxter knew that JCPenney Company, the nation's 3rd largest department store retailer, with $18 billion in sales and more than 1,000 department stores throughout the United States, had survived the greatest challenge of its 100-year history. View Details
- March 2007 (Revised October 2008)
- Case
The Vancouver 2010 Olympics
By: Anita Elberse, Catherine Anthony and Joshua Callahan
It is February 2007, exactly three years before Vancouver hosts the 2010 Winter Olympics. Judy Rogers, City Manager for the City of Vancouver and a member of the Board of Directors for Vancouver's Organizing Committee (VANOC), is keen to ensure the Games will have a... View Details
- March 2007
- Teaching Note
Monsanto: Realizing Biotech Value in Brazil (TN)
By: David E. Bell and Mary L. Shelman
- March 2007 (Revised August 2009)
- Case
Aurolab: Bringing First-World Technology to the Third-World Blind
Aurolab is the in-house producer of IOLs (required in cataract surgery) for the Aravind Eye Care System, a group of charity hospitals with the largest volume of eye surgery in the world. Aurolab's manufacturing capability and capacity had long exceeded the requirements... View Details
- February 2007 (Revised February 2009)
- Case
A Differentiation Strategy at ASDA
By: David E. Bell and Nitin Sanghavi
The Wal-Mart CEO has challenged his company to do more to help mankind. The British subsidiary, ASDA, is reviewing its activities in the environment/social arena. View Details
- January 2007
- Case
AMD: A Customer-Centric Approach to Innovation
By: Elie Ofek and Lauren Barley
AMD's launch of the Opteron microprocessor in 2003 has allowed the company to make inroads into the lucrative server segment. A long-time follower to Intel, AMD management felt it was in a position to lead the microprocessor industry in new directions. However, in 2006... View Details