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- All HBS Web
(1,411)
- People (2)
- News (220)
- Research (1,005)
- Events (5)
- Multimedia (2)
- Faculty Publications (526)
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- September 2015
- Case
Eco7: Launching a New Motor Oil
By: John Quelch and Sunru Yong
Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details
Keywords: Distribution Channels; Environmental Sustainability; Product Launch; Transportation; Energy Sources; Auto Industry
Quelch, John, and Sunru Yong. "Eco7: Launching a New Motor Oil." Harvard Business School Brief Case 916-507, September 2015.
- September 1988 (Revised June 1993)
- Case
Ring Medical
Describes the progress of a new product launch (HCS-100, a hospital communication system). Ring Medical has sold only five systems in six months against an annual target of 30. There is a lack of agreement internally on how the new product effort should be organized.... View Details
Rangan, V. Kasturi. "Ring Medical." Harvard Business School Case 589-046, September 1988. (Revised June 1993.)
- October 1981 (Revised June 1982)
- Case
Concept Devices, Inc.: International Market Entry
Concept is a highly touted startup venture in distributed data processing computers. The company has only made one sale to date, but has an order backlog for its unique product and expects an almost vertical growth curve. The company has been courted seriously by... View Details
Bonoma, Thomas V. "Concept Devices, Inc.: International Market Entry." Harvard Business School Case 582-052, October 1981. (Revised June 1982.)
- February 2018
- Case
Wiikano Orchards
By: Benson P. Shapiro and Katherine B. Hartman
Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details
Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards." Harvard Business School Brief Case 918-517, February 2018.
- April 2008
- Case
Four Products: Predicting Diffusion (2008)
An updated "Four Products" case. This 2008 version includes: sliced peanut butter, foldable bicycle tires, high-end wooden puzzles, and artificial dirt for thoroughbred race tracks. These four products form the basis to assess the drivers of new product adoption. In... View Details
Keywords: Forecasting and Prediction; Innovation and Invention; Product Marketing; Demand and Consumers; Adoption
Gourville, John T. "Four Products: Predicting Diffusion (2008)." Harvard Business School Case 508-103, April 2008.
- November 1999
- Case
E.I. du Pont de Nemours and Company (B)
DuPont must decide whether to launch a new non-GM (genetically modified) soybean that is tolerant to chemical sprays. In the face of rapid introductions of GM products by competitors, DuPont faces the challenge of ensuring the identity preservation of its new product... View Details
Keywords: Business Model; Customer Value and Value Chain; Genetics; Agriculture and Agribusiness Industry
West, Jonathan, and Christian G. Kasper. "E.I. du Pont de Nemours and Company (B)." Harvard Business School Case 600-051, November 1999.
- 2024
- Working Paper
Using LLMs for Market Research
By: James Brand, Ayelet Israeli and Donald Ngwe
Large language models (LLMs) have rapidly gained popularity as labor-augmenting
tools for programming, writing, and many other processes that benefit from quick text
generation. In this paper we explore the uses and benefits of LLMs for researchers and
practitioners... View Details
Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
Brand, James, Ayelet Israeli, and Donald Ngwe. "Using LLMs for Market Research." Harvard Business School Working Paper, No. 23-062, April 2023. (Revised July 2024.)
- February 2019 (Revised May 2021)
- Case
Electric Car Wars, 2018
By: John R. Wells and Benjamin Weinstock
Electric cars had long been championed by environmentalists as a superior solution to the internal combustion engine (ICE), but, despite large government incentives and strong pioneering efforts by a few automakers over the years, electric and hybrid cars and light... View Details
Keywords: Electric Vehicle; Electric Vehicles; Electricity; Electric Motors; Electric Power Generation; Electricity Usage; Electricity Distribution; Internal Combustion Vehicle; Auto Manufacturing; Automobile Manufacturing; Automotive Industry; Tesla; General Motors; History; Nissan; Innovation; Batteries; Battery; Subsidies; Government Initiatives; Government Incentives; Political Issues; Energy Generation; Production; Infrastructure; Innovation and Invention; Government Legislation; Global Range; Business History; Auto Industry; China
Wells, John R., and Benjamin Weinstock. "Electric Car Wars, 2018." Harvard Business School Case 719-470, February 2019. (Revised May 2021.)
- 25 Apr 2023
- Op-Ed
How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model
information technology to directly match consumer demand to dispersed production by a collection of factories in China. This method of reaching customers should inspire any business that provides products or... View Details
- April 2003 (Revised March 2009)
- Case
Operational Execution at Arrow Electronics
By: Ananth Raman and Zeynep Ton
Distribution center operations (from order taking to order fulfillment) and the importance of attending to process details at Arrow Electronics, a large distributor of electronic components and computer products are described. The case also details the actions the... View Details
Raman, Ananth, and Zeynep Ton. "Operational Execution at Arrow Electronics." Harvard Business School Case 603-127, April 2003. (Revised March 2009.)
- December 2006 (Revised December 2008)
- Case
Wireless Generation
Reflecting on an innovative joint venture that his company executed with a public school district in 2004, the CEO of Wireless Generation, a five-year-old, privately held educational technology company, is contemplating the company's product development strategy in... View Details
Keywords: Joint Ventures; Education; Government Legislation; Growth and Development Strategy; Product Development; Business and Government Relations; Education Industry
Childress, Stacey M., and Sophie Elizabeth Lippincott. "Wireless Generation." Harvard Business School Case 307-049, December 2006. (Revised December 2008.)
- July 2023
- Case
DayTwo: Going to Market with Gut Microbiome (Abridged)
By: Ayelet Israeli
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels
Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.
- Teaching Interest
Harvard Business Analytics Program: Operations and Supply Chain Management
By: Dennis Campbell
Digital technologies and data analytics are radically changing the operating model of an organization and how it connects to its broader supply chain and ecosystem. This course emphasizes managing product availability, especially in a context of rapid product... View Details
- 2010
- Simulation
Marketing Simulation: Managing Segments and Customers
By: Das Narayandas
In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details
Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry
Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.
- February 2000 (Revised February 2002)
- Case
Owens & Minor, Inc. (A)
By: V.G. Narayanan and Lisa Brem
A forward-thinking manager at Owens & Minor (O&M), a large national medical and surgical distribution company, enlisted the help of both logistics and cost managers to develop an innovative pricing schedule based on the customer's activities instead of the price of the... View Details
Keywords: Activity Based Costing and Management; Logistics; Distribution; Price; Supply Chain Management; Customer Relationship Management; Distribution Industry; Distribution Industry
Narayanan, V.G., and Lisa Brem. "Owens & Minor, Inc. (A)." Harvard Business School Case 100-055, February 2000. (Revised February 2002.)
- 2007
- Working Paper
A Taste For Obscurity: An Individual-Level Examination of 'Long Tail' Consumption
By: Anita Elberse
Because online retailers are often able to provide products in a more cost-efficient manner than bricks-and-mortar stores, online channels are characterized by a vast assortment of products. Proponents of the "long tail" principle recently argued that the demand for... View Details
- February 2022
- Case
US Foods: Driving Post-Pandemic Success?
By: David E. Bell, Olivia Hull and Amy Klopfenstein
In November 2021, US Foods CEO Pietro Satriano must decide his company’s trajectory following the COVID-19 pandemic. US Foods suffered due to business closures and social distancing during the height of the pandemic. While the situation improved following the return of... View Details
Keywords: COVID-19 Pandemic; Agribusiness; Food; Goods and Commodities; Jobs and Positions; Job Design and Levels; Job Offer; Labor; Employment; Human Capital; Wages; Working Conditions; Operations; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Product Development; Diversification; Product Design; Service Delivery; Service Operations; Supply Chain Management; Social Psychology; Motivation and Incentives; Transportation; Truck Transportation; Transportation Networks; Distribution Industry; Distribution Industry; Distribution Industry; Distribution Industry; United States
Bell, David E., Olivia Hull, and Amy Klopfenstein. "US Foods: Driving Post-Pandemic Success?" Harvard Business School Case 522-023, February 2022.
- March 2014
- Background Note
Setting Price Effectively
By: Nava Ashraf and Kristin Johnson
Price is one of the most powerful instruments a manager can use to influence the take-up of her product, especially in a subsidized and noncompetitive market as is common for global health products. However, the question of whether and how to price has been the subject... View Details
Ashraf, Nava, and Kristin Johnson. "Setting Price Effectively." Harvard Business School Background Note 914-037, March 2014. (Request a courtesy copy.)
- Research Summary
The Politics of Food
By: Gunnar Trumbull
This project explores the origins and evolution of national food cultures, emphasizing the sources of variation in terms of quality, safety, and 'sophistication'. Comparing food cultures in postwar Italy, France, and America, I argue that distinctive national... View Details