Publications

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August 2010
Teaching Note

The London 2012 Olympic Games (TN)

By: John T. Gourville and Marco Bertini

Teaching Note for 510039. View Details

October 2003 (Revised February 2004)
Case

Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is mixed. Some view the wind farm as clean, renewable energy. Others view it as an eyesore and a desecration of a valued... View Details

Keywords: Change Management; Renewable Energy; Consumer Behavior; Problems and Challenges; Natural Environment; Behavior; United States

2007
Working Paper

Extremeness Seeking: When and Why Consumers Prefer the Extremes

By: John T. Gourville and Dilip Soman

June 2001
Article

The Potential Downside of Bundling: How Packaging Services Can Hurt Consumption

By: John T. Gourville and Dilip Soman

Keywords: Customers

June 2011
Article

Time for a Unified Campaign?

By: Marco Bertini and John T. Gourville

February 2011
Case

Barceló Hotels and Resorts (A)

By: John T. Gourville and Marco Bertini

Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio... View Details

Keywords: Brand Management; Sales Promotions; Brands and Branding; Price; Strategy; Corporate Strategy; Accommodations Industry

January 2004
Article

Managing Price Expectations through Product Overlap

By: John T. Gourville and Youngme Moon

Keywords: Management; Price; Product

Web

Rock 100: The Summit - Entrepreneurship

Marketing and Selling Disruptive Products to Mainstream Customers , Geoffrey A. Moore Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption , John T. View Details

19 Dec 2006
First Look

First Look: December 19, 2006

percent of the 366 pairs of cross elasticities are sign asymmetric. Finally, we find that the occurrence of negatively signed cross elasticities can be partially explained by a set of hypothesized relationships between cross-price... View Details

Keywords: Sean Silverthorne

September 2009 (Revised May 2019)
Case

The London 2012 Olympic Games

By: John T. Gourville and Marco Bertini

It's 2009 and Paul Williamson, Head of Ticketing, must finalize ticket prices for the 2012 London Olympic Games. Yet, there are many criteria to consider. First, given the importance of ticketing to the Games' bottom line, he has a strong incentive to maximize... View Details

Keywords: Pricing; Customer Satisfaction; Price; Strategy; Profit; Revenue; Sales; Sports Industry; London

April 1997
Teaching Note

Tweeter etc. TN

By: John T. Gourville and George Wu

Teaching Note for (9-597-028). View Details

Keywords: Retail Industry; Electronics Industry

23 Mar 2010
First Look

First Look: March 23

barriers to commercialization? What made Du Pont so confident that it could succeed at this uncertain time? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/810084-PDF-ENG New York Life and Immediate Annuities Julio J. Rotemberg and View Details

Keywords: Martha Lagace

September 2008 (Revised September 2010)
Exercise

Exercise on Estimation

By: Jason Riis and John T. Gourville

This exercise is meant to assess students' level of confidence around everyday business and general knowledge questions, for the purpose of identifying where they are overconfident and underconfident. View Details

Keywords: Decision Making; Forecasting and Prediction; Personal Characteristics

summer 2005
Journal Article

Overchoice and Assortment Type: When and Why Variety Backfires

By: John T. Gourville and Dilip Soman

09 Dec 2008
First Look

First Look: December 9, 2008

process and Davis's creative leadership and ability to cultivate talent (such as that of saxophonist John Coltrane)—many of the great jazz musicians of the 20th century came out of the informal "Miles Davis University." Purchase... View Details

Keywords: Martha Lagace

August 2009 (Revised August 2012)
Case

Cabot Pharmaceuticals, Inc.

By: Frank V. Cespedes and John T. Gourville

Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Marsh has had an uneven career with Cabot Pharmaceuticals and eventually is asked to resign. Following his termination, a number of Marsh's former customers complain... View Details

Keywords: Customer Relationship Management; Employees; Resignation and Termination; Performance Evaluation; Salesforce Management; Alignment; Pharmaceutical Industry

15 Jul 2008
First Look

First Look: July 15, 2008

and Rohini Somanathan Publication:In Handbook of Development Economics. Vol. 4, edited by T. Paul Schultz and John Strauss. Elsevier Science & Technology Books, 2008... View Details

Keywords: Martha Lagace

March 2010
Teaching Note

New York Life and Immediate Annuities (TN)

By: Julio J. Rotemberg and John T. Gourville

Teaching Note for [510040]. View Details

Keywords: Retirement; Salesforce Management; Annuities; Insurance Industry