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Show Results For
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All HBS Web
(209)
- People (1)
- News (79)
- Research (109)
- Multimedia (17)
- Faculty Publications (91)
- 26 Aug 2015
- News
HBX Intros HBX Live Virtual Classroom
- 16 Feb 2004
- Research & Ideas
HBS Center Focuses on Europe
The center approached Alessi, a medium-sized tableware company in Italy, at the request of professors Youngme Moon and Gail McGovern for a case in the Consumer Marketing MBA...
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by Cynthia Churchwell
- 20 Dec 2018
- Blog Post
A Time For Opportunity In Food and Agriculture
fundamentals, and take advantage of all the school has to offer. Ledoux reflected that courses she took in negotiation and marketing have been crucial to her success in building her business. She frequently thinks back to cases that Prof. View Details
- 23 Apr 2019
- Blog Post
Propel Your Career Forward with Some of Our Favorite Books
reflect on your values and motivations, build an effective team, and stay grounded. Different: Escaping the Competitive Herd How can your company stand out to consumers? Youngme Moon suggests that the key is...
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- October 2003 (Revised August 2005)
- Case
American Legacy: Beyond the Truth Campaign
By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide...
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Keywords:
Advertising Campaigns;
Communication Strategy;
Customer Focus and Relationships;
Decision Choices and Conditions;
Ethics;
Brands and Branding;
Corporate Social Responsibility and Impact
Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
- May 2002 (Revised October 2005)
- Case
Marketing Antidepressants: Prozac and Paxil
By: Youngme E. Moon and Kerry Herman
Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to...
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Keywords:
Patents;
Product Positioning;
Competition;
Ethics;
Value;
Health Care and Treatment;
Brands and Branding;
Pharmaceutical Industry;
United States
Moon, Youngme E., and Kerry Herman. "Marketing Antidepressants: Prozac and Paxil." Harvard Business School Case 502-055, May 2002. (Revised October 2005.)
- October 2006 (Revised October 2007)
- Case
Google Advertising
By: Youngme E. Moon and David Chen
In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American...
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Keywords:
Digital Marketing;
Disruptive Innovation;
Media;
Expansion;
Internet and the Web;
Advertising Industry;
United States
Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
- February 2003 (Revised September 2003)
- Teaching Note
Aqualisa Quartz: Simply a Better Shower (TN)
By: Youngme E. Moon and Kerry Herman
Teaching Note for (9-502-030).
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- June 2002
- Case
Vans: Skating on Air
By: Youngme E. Moon and David Kiron
Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines...
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Keywords:
Brands and Branding;
Product Launch;
Demand and Consumers;
Product Development;
Value Creation;
Apparel and Accessories Industry;
Retail Industry;
California
Moon, Youngme E., and David Kiron. "Vans: Skating on Air." Harvard Business School Case 502-077, June 2002.
- November 2001 (Revised March 2002)
- Case
Digital Angel
By: Youngme E. Moon and Kerry Herman
Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young...
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Keywords:
Information;
Safety;
Rights;
Market Entry and Exit;
Ethics;
Product Launch;
Brands and Branding;
Product Development
Moon, Youngme E., and Kerry Herman. "Digital Angel." Harvard Business School Case 502-021, November 2001. (Revised March 2002.)
- June 2007
- Article
Companies and the Customers Who Hate Them
By: Gail McGovern and Youngme Moon
McGovern, Gail, and Youngme Moon. "Companies and the Customers Who Hate Them." Harvard Business Review 85, no. 6 (June 2007).
- 01 Dec 2011
- News
Welcome to the Future
be adopted for all. “Perhaps the most fundamental change is that, whereas Aldrich is a half circle, we wanted to create a whole circle,” says MBA Program Chair Professor Youngme Moon. Managed by HBS...
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- December 1999 (Revised November 2000)
- Background Note
Pricing and Market Making on the Internet
By: Robert J. Dolan and Youngme E. Moon
Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges.
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Dolan, Robert J., and Youngme E. Moon. "Pricing and Market Making on the Internet." Harvard Business School Background Note 500-065, December 1999. (Revised November 2000.)
- April 2009 (Revised April 2009)
- Teaching Note
(PRODUCT) RED (TN) (A) and (B)
By: Michael I. Norton and Youngme E. Moon
Teaching Note for [509013 and 509014].
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- March 2002 (Revised January 2003)
- Case
Microsoft: Positioning the Tablet PC
By: Youngme E. Moon and Christina L. Darwall
Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment...
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Keywords:
Technological Innovation;
Product Positioning;
Market Entry and Exit;
Information Infrastructure;
Applications and Software;
Computer Industry
Moon, Youngme E., and Christina L. Darwall. "Microsoft: Positioning the Tablet PC." Harvard Business School Case 502-051, March 2002. (Revised January 2003.)
- May 2005 (Revised March 2007)
- Teaching Note
Sony EyeToy
By: Anita Elberse and Youngme E. Moon
Teaching Note to (9-505-024).
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Keywords:
Electronics Industry
- August 2004 (Revised July 2006)
- Case
PROPECIA TM: Helping Make Hair Loss History
By: Marta Wosinska and Youngme E. Moon
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's...
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Keywords:
Advertising;
Communication Strategy;
Customers;
Marketing Communications;
Marketing Strategy;
Product Launch;
Product;
Performance Effectiveness;
Problems and Challenges;
Quality;
Pharmaceutical Industry
Wosinska, Marta, and Youngme E. Moon. "PROPECIA TM: Helping Make Hair Loss History." Harvard Business School Case 505-035, August 2004. (Revised July 2006.)
- July 2004 (Revised March 2007)
- Case
Sony EyeToy
By: Anita Elberse and Youngme E. Moon
In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small...
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Keywords:
Games, Gaming, and Gambling;
Growth and Development Strategy;
Brands and Branding;
Marketing Strategy;
Product Launch;
Product Development;
Performance Improvement;
Software;
Entertainment and Recreation Industry;
Europe
Elberse, Anita, and Youngme E. Moon. "Sony EyeToy." Harvard Business School Case 505-024, July 2004. (Revised March 2007.)
- March 1999 (Revised August 1999)
- Case
Coop, The: Market Research
By: Ruth Bolton and Youngme E. Moon
Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals.
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Keywords:
Marketing;
Cost;
Research;
Markets;
Quality;
Decisions;
Management Teams;
Food and Beverage Industry;
Retail Industry
Bolton, Ruth, and Youngme E. Moon. "Coop, The: Market Research." Harvard Business School Case 599-113, March 1999. (Revised August 1999.)
- January 2004
- Article
Managing Price Expectations through Product Overlap
By: John T. Gourville and Youngme Moon
Gourville, John T., and Youngme Moon. "Managing Price Expectations through Product Overlap." Journal of Retailing 80, no. 1 (January 2004): 23–34.