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  • August 1995 (Revised January 1997)
  • Exercise

Consumer Behavior Exercise (E)

By: John A. Deighton and Susan M. Fournier
Students are instructed to interview a recent purchaser of a high-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g.,... View Details
Keywords: Consumer Behavior
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Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (E)." Harvard Business School Exercise 596-043, August 1995. (Revised January 1997.)
  • 2009
  • Working Paper

Principles that Matter: Sustaining Software Innovation from the Client to the Web

By: Marco Iansiti
Economic analysis often reviews the role of principles—such as respect for intellectual property rights—in driving innovation. Given the interdependent nature of innovation in information technology, three core principles have emerged that work together to ensure that... View Details
Keywords: Decision Choices and Conditions; Technological Innovation; Intellectual Property; Partners and Partnerships; Competition; Information Technology; Internet and the Web
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Iansiti, Marco. "Principles that Matter: Sustaining Software Innovation from the Client to the Web." Harvard Business School Working Paper, No. 09-142, June 2009.
  • Video

A look inside the Dwayne "The Rock" Johnson case study

  • November 2011
  • Teaching Note

Pacific Grove Spice Company (Brief Case)

By: William E. Fruhan Jr. and Craig Stephenson
Teaching Note for Product Number 4366. View Details
Keywords: Capital Expenditures; Investments; Acquisitions; Securities Analysis; Valuation; Investment; Acquisition; Capital Budgeting
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Fruhan, William E., Jr., and Craig Stephenson. "Pacific Grove Spice Company (Brief Case)." Harvard Business School Teaching Note 114-370, November 2011.
  • October 2011 (Revised March 2012)
  • Teaching Note

Cottle-Taylor: Expanding the Oral Care Group in India (Brief Case)

By: John A. Quelch and Alisa Zalosh
Teaching Note for Product Number 4350 View Details
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Quelch, John A., and Alisa Zalosh. "Cottle-Taylor: Expanding the Oral Care Group in India (Brief Case)." Harvard Business School Teaching Note 114-351, October 2011. (Revised March 2012.)
  • July 2021 (Revised October 2021)
  • Case

Allianz Customer Centricity: Is Simplicity the Way Forward?

By: Eva Ascarza and Emilie Billaud
This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while... View Details
Keywords: Simplicity; Customer Focus and Relationships; Customization and Personalization; Customer Satisfaction; Performance Efficiency; Strategy; Insurance Industry; Europe; Germany
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Ascarza, Eva, and Emilie Billaud. "Allianz Customer Centricity: Is Simplicity the Way Forward?" Harvard Business School Case 522-008, July 2021. (Revised October 2021.)
  • October 1991 (Revised October 2004)
  • Case

Hilton Manufacturing Company

By: William J. Bruns Jr.
A professional manager is hired by a small manufacturing company after the president discovers he made poor decisions. One product appears to be unprofitable, whereas the product sold in highest volume is under competitive price pressure. A crude cost accounting system... View Details
Keywords: Cost Accounting; Asset Pricing; Problems and Challenges; Risk and Uncertainty; Decisions; Governance Controls; Performance Effectiveness; Business Strategy; Two-Sided Platforms; Fair Value Accounting; Manufacturing Industry
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Bruns, William J., Jr. "Hilton Manufacturing Company." Harvard Business School Case 192-063, October 1991. (Revised October 2004.)
  • November 2018 (Revised May 2019)
  • Case

Almarai Company: Milk and Modernization in the Kingdom of Saudi Arabia

By: Kristin Fabbe, Safwan Al-Amin, Esel Cekin and Natalie Kindred
With SAR 14 billion ($3.7 billion) in 2017 revenues, Almarai was Saudi Arabia’s largest dairy producer, distributor, and marketer, with a large portfolio of branded dairy products, juices, bakery goods, and infant formula and a sales presence across the Gulf region,... View Details
Keywords: Dairy; Agriculture; Kingdom Of Saudi Arabia; Almarai; Schorderet; Food Security; Public Policy; Self Sufficiency; Gulf; GCC; Business And Government; Agribusiness; Marketing; Distribution; Change Management; Leading Change; Strategy; Government and Politics; Policy; Diversification; Integration; Horizontal Integration; Vertical Integration; Food; Brands and Branding; Growth and Development Strategy; Business and Government Relations; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Saudi Arabia; Middle East
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Fabbe, Kristin, Safwan Al-Amin, Esel Cekin, and Natalie Kindred. "Almarai Company: Milk and Modernization in the Kingdom of Saudi Arabia." Harvard Business School Case 719-020, November 2018. (Revised May 2019.)

    Dennis A. Yao

    Dennis Yao is the Lawrence E. Fouraker Professor of Business Administration and Chair of the Doctoral Programs at Harvard Business School. He joined the faculty in 2004 after having been at the Wharton School, University of Pennsylvania. From 1991-1994 he served as... View Details

    Keywords: automotive; defense; federal government; high technology
    • May 1981 (Revised December 1992)
    • Case

    Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly

    By: John A. Quelch
    The product manager for Vaseline Petroleum Jelly has to prepare the 1978 brand budget and determine expenditure levels for advertising, trade promotion, and consumer promotion. View Details
    Keywords: Advertising; Budgets and Budgeting; Product Marketing; Brands and Branding; Consumer Products Industry; Consumer Products Industry
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    Quelch, John A. "Chesebrough-Pond's, Inc.: Vaseline Petroleum Jelly." Harvard Business School Case 581-047, May 1981. (Revised December 1992.)
    • 14 Apr 2011
    • News

    Fail often, fail well

    • November 2022 (Revised June 2023)
    • Case

    UGG Steps into the Metaverse

    By: Shunyuan Zhang, Sharon Joseph, Sunil Gupta and Julia Kelley
    In the fall of 2022, boot maker UGG and its parent company, Deckers, were working to position the brand in the nascent but fast growing metaverse. The metaverse, the online realm that individual users could navigate as digital avatars, was becoming more commercialized,... View Details
    Keywords: Metaverse; Digital Marketing; Innovation and Invention; Marketing Channels; Marketing Strategy; Social Marketing; Internet and the Web; Apparel and Accessories Industry; Fashion Industry; Information Technology Industry; United States
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    Zhang, Shunyuan, Sharon Joseph, Sunil Gupta, and Julia Kelley. "UGG Steps into the Metaverse." Harvard Business School Case 523-013, November 2022. (Revised June 2023.)
    • March 1979 (Revised June 1983)
    • Background Note

    Note on the Microwave Oven Industry

    Describes the U.S. consumer market for microwave cooking products in 1978. A slowdown in market growth presents several strategy issues for industry participants. View Details
    Keywords: Demand and Consumers; Consumer Products Industry; United States
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    Buzzell, Robert D. "Note on the Microwave Oven Industry." Harvard Business School Background Note 579-185, March 1979. (Revised June 1983.)

      William R. Kerr

      William Kerr is the D’Arbeloff Professor of Business Administration at Harvard Business School. Bill is Senior Associate Dean for Faculty Development and Research, co-director of Harvard’s Managing the Future of Work initiative, and faculty chair of the... View Details

      Keywords: communications; computer; consulting; high technology; information technology industry; management consulting; manufacturing; telecommunications; venture capital industry
      • April 1978
      • Case

      General Foods: Opportunities in the Dog Food Market

      Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward. View Details
      Keywords: Product Positioning; Consumer Behavior; Product Development; Consumer Products Industry; Consumer Products Industry
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      Ward, L. Scott. "General Foods: Opportunities in the Dog Food Market." Harvard Business School Case 578-162, April 1978.
      • Program

      Leading in the Digital Era

      build more agile organizations, you will advance in your personal leadership journey and develop new skills that enable you to optimize the use of technology and overcome obstacles to progress. Details Evolve new ways of leading and working that are more View Details
      • October 2022 (Revised July 2025)
      • Case

      Driving Decarbonization at BMW

      By: Shirley Lu, George Serafeim and Michael W. Toffel
      The case describes BMW’s electrification and decarbonization strategy, and how the company measured carbon emissions throughout the life cycle of its vehicles and used tools like carbon abatement cost curves to evaluate decarbonization opportunities. In mid-2022,... View Details
      Keywords: Decarbonization; Climate Change; Environment; Sustainability; Carbon Accounting; Carbon; Carbon Abatement; Electric Vehicles; Automobiles; Transportation; Environmental Accounting; Environmental Management; Environmental Sustainability; Accounting; Strategy; Technological Innovation; Supply Chain; Business and Stakeholder Relations; Transportation Industry; Auto Industry; Battery Industry; Germany; China; United States; Europe
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      Lu, Shirley, George Serafeim, and Michael W. Toffel. "Driving Decarbonization at BMW." Harvard Business School Case 123-008, October 2022. (Revised July 2025.)
      • July 1988 (Revised October 1992)
      • Exercise

      Sellars' Market

      By: David E. Bell
      A shop owner has limited shelf space for display of impulse purchase products near the cash register. He must select only nine to display. Exercise shows the relevance of opportunity cost or resource pricing. By setting an appropriate charge for the shelf space the... View Details
      Keywords: Marketing
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      Bell, David E. "Sellars' Market." Harvard Business School Exercise 189-001, July 1988. (Revised October 1992.)
      • February 1985
      • Case

      General Electric--Thermocouple Manufacturing (B)

      By: David A. Garvin
      Describes what has happened since the introduction of just-in-time production techniques were developed to reduce inventory. Reviews the progress to date in such areas as process rationalization; set-up reduction; quality improvement and leveling the scheduling; and... View Details
      Keywords: Supply Chain; Logistics; Production; Business Processes; Technological Innovation; Quality; Performance Improvement; Management Analysis, Tools, and Techniques; Manufacturing Industry
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      Garvin, David A. "General Electric--Thermocouple Manufacturing (B)." Harvard Business School Case 685-062, February 1985.
      • Web

      Employment Data

      Starting own business 13% Company sponsored or already employed 3% Other 1% Postponing job search 0% Continuing education 0% No Data Available Median Base Salary $175,000 Median Signing Bonus $30,000 53% Receiving Median Variable Bonus $47,500 65% Receiving Industries... View Details
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