Publications

May 1990 (Revised October 1993)
Case

Cooper Pharmaceuticals, Inc.

By: Frank V. Cespedes

Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Mr. Marsh has had an uneven career with Cooper Pharmaceuticals, Inc. (CPI) and, after a probationary period, is asked to resign. Following his termination, a number... View Details

Keywords: Decision Making; Resignation and Termination; Personal Development and Career; Problems and Challenges; Core Relationships

15 Oct 2014
News

Thumbs up, down for mobile manicures

31 Aug 2013
News

Long CVS receipts spark social media sensation

15 May 2020
News

Five ESG Implications from COVID-19

December 2006 (Revised October 2016)
Case

eClinicalWorks: The Paths to Growth

By: Robert F. Higgins and Mark Rennella

In January 2006, eClinicalWorks (eCW) had an acquisition opportunity that could fundamentally change the way they had done business since the inception of the company in 1999. eClinicalWorks was a privately run business in the healthcare information technology field... View Details

Keywords: Young Companies; Strategic Revelation; Strategy And Execution; Strategy Development; Strategy And Leadership; Financing Strategy; Financing Risk; Financing; Expansion; Business Growth and Maturation; Organizational Culture; Financing and Loans; Customer Focus and Relationships; Acquisition; Growth and Development Strategy; Information Technology Industry; Health Industry; Massachusetts

Kym Lew Nelson joined the NOM unit of the Harvard Business School as a Visiting Lecturer in January of 2020. In July of 2020, she became a Senior Lecturer in the Negotiations unit. Prior to joining the faculty, Kym was a guest lecturer in the Negotiations class at... View Details

Web

Marketing - Faculty & Research

classroom. More Information About the Unit Marketing is critical for organic growth of a business and its central role is in creating, communicating, capturing and sustaining value for an organization. Marketing helps a firm in creating value by better understanding... View Details

07 Mar 2013
News

Matterport's 3-D Scanner Faces Marketing Challenge

September 2020 (Revised June 2023)
Supplement

Spreadsheet Supplement to Artea Teaching Note

By: Eva Ascarza and Ayelet Israeli

Spreadsheet Supplement to Artea Teaching Note 521-041. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and... View Details

Keywords: Targeted Advertising; Algorithmic Data; Bias; Advertising; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

September 2020 (Revised July 2022)
Exercise

Artea (D): Discrimination through Algorithmic Bias in Targeting

By: Eva Ascarza and Ayelet Israeli

This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details

Keywords: Targeted Advertising; Discrimination; Algorithmic Data; Bias; Advertising; Race; Gender; Marketing; Diversity; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

Robert S. Kaplan is Senior Fellow and Marvin Bower Professor of Leadership Development, Emeritus at the Harvard Business School. He joined the HBS faculty in 1984 after spending 16 years on the faculty of the business school at Carnegie-Mellon University, where he... View Details

Keywords: health care; nonprofit industry

24 May 2011
First Look

First Look: May 24

time. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/711414-PDF-ENG Product Development at OPOWER Thomas Eisenmann and Rob GoHarvard Business School Case 811-075 OPOWER, a software startup that helps utilities engage their View Details

Keywords: Sean Silverthorne

March 2022
Case

Metric

By: Christina Wallace, Rebecca Cink and Maria Lappas

Megan Murday, the founder of Metric, an environmental, social, and corporate governance (ESG) analytics startup, must decide which customer segment to target as a beachhead market. She received positive feedback from a Swiss venture capital (VC) firm, indicating their... View Details

Keywords: Entrepreneurship; Marketing; Mission and Purpose; Customers

March 2011
Case

Cash Flow Productivity at PepsiCo: Communicating Value to Retailers

PepsiCo developed a new metric that better measured the value added by Pepsi products than did gross margin, the traditional metric used by retailers to determine shelf space and promotional activity. The new metric, cash flow productivity, captured the value of... View Details

Keywords: Customer Relationship Management; Cash Flow; Measurement and Metrics; Distribution; Performance Productivity; Value Creation; Food and Beverage Industry; Retail Industry

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Program

Aligning Strategy and Sales

well as implement the infrastructure, processes, and cultural values critical to profitable growth. Details Develop a strategic sales approach optimized for your business Define your target customers and the best methods for reaching them... View Details

March 2001
Article

Strategy and the Internet

By: M. E. Porter

Many of the pioneers of Internet business, both dot-coms and established companies, have competed in ways that violate nearly every precept of good strategy. Rather than focus on profits, they have chased customers indiscriminately through discounting, channel... View Details

Keywords: Strategy; Online Technology

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