Demand Management - Publications - Faculty & Research - Harvard Business School

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January 2023 (Revised August 2023)
Case

Nick Saban: Embracing 'The Process' of Sustaining Success

By: Ranjay Gulati and Eppa Rixey

Nick Saban, head coach of the University of Alabama football team from 2007-2022, fielded teams that won 183 of 208 games (88%), including a record-tying six national championships. Saban’s approach to coaching, known to many as “The Process,” and the consistent... View Details

Keywords: Purpose; Leadership And Managing People; Football; Recruiting; Talent Acquisition; Talent And Talent Management; Talent Development And Retention; Organization Change And Adaptation; Organizational Behavior; Sports; Leadership; Leadership Development; Organizational Culture; Organizational Change and Adaptation; Sports Industry; United States

Article

The Effects of Product Line Breadth: Evidence from the Automotive Industry

By: Antonio Moreno and Christian Terwiesch

Using a detailed data set from the U.S. automotive industry, we enrich the existing literature on product line breadth with new results that highlight previously unexplored operational aspects of its benefits and costs. We find that expanding product line breadth has a... View Details

Keywords: Variety; Pricing; Automotive Industry; Marketing/operations Interface; Platforms; Empirical Operations Management; Product Marketing; Production; Management; Auto Industry

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2025
Working Paper

Residential Battery Storage - Reshaping The Way We Do Electricity

By: Christian Kaps and Serguei Netessine

In this paper, we aim to understand when private households invest in behind-the-meter battery storage next to rooftop solar and how those batteries impact households, the electricity market, and emissions. We answer three main research questions: 1) When do customers... View Details

Keywords: Solar Power; Energy Storage; Technology And Innovation Management; Energy; Energy Policy; Renewable Energy; Technological Innovation; Innovation and Management; Energy Industry

October 2015
Teaching Note

Molycorp: Financing the Production of Rare Earth Minerals (A)

By: Benjamin C. Esty and E. Scott Mayfield

Molycorp, the western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expenditure project in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. Yet it had just reported lower... View Details

Article

Pricing and Production Flexibility: An Empirical Analysis of the U.S. Automotive Industry

By: Antonio Moreno and Christian Terwiesch

We use a detailed data set from the U.S. auto industry spanning from 2002 to 2009 and a variety of econometric methods to characterize the relationship between the availability of production mix flexibility and firms’ use of responsive pricing. We find that production... View Details

Keywords: Empirical Operations Management; Flexibility; Pricing; Automotive Industry; Production; Price; Management; Analysis; Auto Industry; United States

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February 2024
Case

More than Optics: Olympus's Vision to Become a Leading Global MedTech Company

By: David J. Collis and Haisley Wert

In August 2022, CEO Yasuo Takeuchi reflected on Olympus Corporation’s recent transformation from being known as a Japanese consumer camera company to becoming a leading global medical technology (MedTech) company. Over the past dozen years, Takeuchi and prior... View Details

Keywords: Global Human Resource Management; Medical Technology; Corporate Strategy; Transformation; Globalization; Business Model; Leading Change; Organizational Structure; Organizational Change and Adaptation; Medical Devices and Supplies Industry; Japan; United States

March 2014
Case

Novartis' Sandoz: Between Generics and Pharma

By: Krishna Palepu and Carin-Isabel Knoop

Sandoz, which made a significant investment in bio-similars as a way to differentiate itself from its generic drug industry peers, has to negotiate with its parent company and the innovative pharma division on how best to commercialize its bio-similar portfolio. What... View Details

Keywords: Global Strategy And Leadership; Managing Within A Multi-Business Organization; Generic Pharmaceuticals; Global Strategy

2016
Working Paper

Pros vs Joes: Agent Pricing Behavior in the Sharing Economy

By: Jun Li, Antonio Moreno and Dennis J. Zhang

One of the major differences between markets that follow a “sharing economy” paradigm and traditional two-sided markets is that the supply side in the sharing economy often includes individual nonprofessional decision makers, in addition to firms and professional... View Details

Keywords: Two-sided Market; Sharing Economy; Behavioral Economics; Revenue Management; Hospitality; Two-Sided Platforms; Price; Behavior; Experience and Expertise

2020
Working Paper

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

By: Eva Ascarza

The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details

Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value and Value Chain; Consumer Behavior; Analytics and Data Science; Mathematical Methods; Retail Industry

October 2021
Article

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

By: Nicolas Padilla and Eva Ascarza

The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details

Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Programs; Consumer Behavior; Analysis

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December 2022
Technical Note

Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework

By: George Serafeim

The transition to a low carbon economy introduces many risks and opportunities for businesses. Risks emerge from regulatory actions, such as carbon taxes and cap and trade systems, technological innovation that develop alternatives for customers making existing... View Details

Keywords: Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Risk Management; Competitive Dynamics; Business Analysis; Climate Change; Accounting; Finance; Valuation; Business and Shareholder Relations; Technological Innovation; Transition; Product Positioning; Renewable Energy; Analysis

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

September 2019 (Revised December 2019)
Case

Google: To TVC or Not to TVC?

By: William R. Kerr and Carl Kreitzberg

In late 2018, evidence emerged that many of Google’s temporary help agency workers, vendors, and independent contractors (“TVCs”) were unhappy with the company. TVCs, who reportedly made up 49.95% of Google’s 170,000-person global workforce, had raised concerns of... View Details

June 2023
Case

Investing in the Climate Transition at Neuberger Berman

By: George Serafeim and Benjamin Maletta

By mid-2023, Neuberger Berman (NB), an active asset manager, had grown its assets under management to about half a trillion dollars and took pride in its client centricity and innovative spirit. Responding to client demand for investment products that integrated... View Details

January 2013
Case

Brannigan Foods: Strategic Marketing Planning

By: John A. Quelch and James T. Kindley

The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details

Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry

August 2016 (Revised June 2017)
Case

Oversight Systems

By: Frank V. Cespedes and Amram Migdal

The case, set in May 2016, discusses sales strategy and managing sales and service at Oversight Systems, an Atlanta, Georgia–based software firm that developed analytics for organizations to monitor their data for errors, fraud, and operational inefficiencies. Included... View Details

Keywords: Sales; Sales Strategy; Entrepreneurial Sales; Entrepreneurial Sales And Marketing; Software Sales; Marketing; Marketing Management; Pricing; Salesforce Management; Distribution Channels; Marketing Strategy; Technology Industry; North America; United States; Atlanta; Georgia (state, US)

April 2019 (Revised October 2020)
Case

Kraft Heinz: The $8 Billion Brand Write-Down

On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details

February 2013 (Revised September 2013)
Case

Elasto Therm: The Next Step

By: Jim Sharpe and James Weber

Julia and Nate Burstein were living their dream running their own business and balancing the demands between their work and family obligations while creating a company that was responsive to their employees' and their customers' needs. The Bursteins had joined a large... View Details

Keywords: Entrepreneurial Management; Entrepreneurs; Pricing; Pricing Policies; Pricing Strategy; Pricing Structure; Sales Force Management; Acquisitions; Work/family Balance; Family-owned Business; Entrepreneurship; Growth and Development Strategy; Expansion; Work-Life Balance; Manufacturing Industry; Rubber Industry; United States

March 2016
Supplement

Trouble at Tessei

By: Ethan Bernstein and Ryan W. Buell

In 2005, Teruo Yabe is asked to revive Tessei, the 669-person JR-East subsidiary responsible for cleaning its Shinkansen ("bullet") trains. Operational mistakes, customer complaints, safety issues, and employee turnover are at or near all-time highs, even as the... View Details

Keywords: Service Management; Employee Engagement; Employee Motivation; Leadership And Managing People; Quality Improvement; Efficiency; Japan; Operational Transparency; Employee Coordination; Transparency; Leadership; Service Delivery; Service Operations; Employees; Quality; Transportation Industry; Japan

January 2013
Case

Luotang Power: Variances Explained

By: Robert Simons and Craig Chapman

The general manager of Luotang Power, a coal-fired power plant located in central China, reviews annual results before a meeting with the board of directors. He thought the company performed well during the year and both plant availability and fuel economy had improved... View Details

Keywords: China; Financial Statements; Management Accounting; Variance Analysis; Environmental Regulations; Incentives; Electric Power Generation; Contracts; Valuation; Energy Generation; Accounting; Performance Evaluation; Energy Industry; China

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