Publications
Publications
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- All HBS Web
(118,886)
- Faculty Publications (112)
- April 2002 (Revised July 2002)
- Case
Imagicast
By: John T. Gourville and Alison Berkley Wagonfeld
Imagicast has brought to market an interactive, multimedia retail kiosk designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to sell a single kiosk. Time... View Details
- February 2002
- Case
Fighting AIDS and Pricing Drugs
In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant... View Details
- February 2002 (Revised April 2011)
- Case
The Future of Hybrid Electric Vehicles
By: John T. Gourville, Alice Tzou and David Lane
Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details
- December 2001 (Revised April 2002)
- Case
Synthes
Synthes is the recognized leader in the U.S. orthopedic implant market, with a 50% market share in the metallic plates, rods, and screws used to fix severe bone fractures. Synthes' marketplace strength lies in the strength of its sales force and in the quality and... View Details
- November 2001 (Revised September 2002)
- Case
Four Products: Predicting Diffusion
One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these... View Details
- October 2001 (Revised April 2002)
- Case
Calgene, Inc.
By: Ray A. Goldberg and John T. Gourville
In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the... View Details
- July 2001 (Revised August 2005)
- Case
Medicines Company, The
It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The... View Details
- June 2001
- Article
The Potential Downside of Bundling: How Packaging Services Can Hurt Consumption
By: John T. Gourville and Dilip Soman
Keywords: Customers
- February 2001
- Article
Transaction Decoupling: How Price Bundling Affects the Decision to Consume
By: Dilip Soman and J. T. Gourville
- September 2000 (Revised April 2004)
- Teaching Note
Red Auerbach on Management TN
Teaching Note for (87201). View Details
Keywords: Management
- September 2000
- Teaching Note
Boston Beer Company: Light Beer Decision TN
Teaching Note for (9-899-058). View Details
- September 2000
- Teaching Note
MarketSoft TN
Teaching Note for (9-800-069). View Details
- September 2000 (Revised October 2006)
- Teaching Note
Wildfire Communications, Inc. (A) and (B) (TN)
Teaching Note for (9-396-305) and (9-396-306). View Details
- May 2000
- Teaching Note
Steinway & Sons: Buying a Legend (A) - (D) TN
Teaching Note for (9-500-028). (9-500-045), (9-500-046), and (9-500-047). View Details
- October 1999
- Case
ZEFER: Building a Business at Hyperspeed
In the past 18 months, ZEFER has gone from a several-person Internet consulting firm to a major player in the information-technology services industry. In particular, in the past six months, it has grown from 40 to 400 professionals, has hired a seasoned management... View Details
- October 1999 (Revised February 2000)
- Case
Steinway & Sons: Buying a Legend (A)
It is 1995 and Steinway & Sons has just been purchased by two young entrepreneurs. For 140 years, Steinway has held the reputation for making the finest quality grand pianos in the world. The past 25 years have proven to be a challenge, however. First, the company has... View Details
- September 1999 (Revised August 2000)
- Case
Roadside Attractions LLC
By: Joseph B. Lassiter III, John T. Gourville and Nicole Tempest
Eric d'Arbeloff, producer of independent films, must decide between two offers for distribution of his new movie, "Trick." The case tracks the assembly of resources and the effects of technological change in the film business. View Details