Publications

Teaching Interest

Overview

Luciana has taught in front of MBA, Master of International Business and Economics, and Executive Education students. At HBS, she was a teaching fellow in "Managing Innovation" (taught in the MBA program by Professor Karim Lakhani) and co-developed most teaching... View Details

Keywords: Organizational Evolution; Organizational Behavior; Strategy; Organizational Change and Adaptation; Organizational Design

March 2018 (Revised April 2018)
Case

Morgan Stanley: Building Long-Term Sustainability

By: Vikram S. Gandhi and Lynn Schenk

This case focuses on the 10-year journey of one of the world's largest global financial institutions developing a sustainability strategy and integrating it across all of its business units. The case provides a deep dive into the challenges and successes of trying to... View Details

Keywords: Finance; Sustainability; Green Bonds; ESG; Environmental Sustainability; Strategy; Business Units; Integration; Financial Institutions

11 Jun 2018
Blog Post

Reimagining Fashion For The Good Of All

Business School (HBS) MBA program, I will spend my summer as an intern in the company’s Strategy Department. It reports directly to the Management Board and works on projects that will steer the future of... View Details

Keywords: Consumer Products / Retail

February 2018
Case

Montes Calcados: A Step Ahead

By: James L. Heskett and James T. Kindley

Montes Calçados (MC) is a well-known "fast-fashion" Brazilian manufacturer of casual, but fashionable, shoes for women aged 18–35 in major cities worldwide. To boost its declining revenues, MC must evaluate two growth options: whether to expand distribution online (at... View Details

Keywords: Brands and Branding; Distribution Channels; Growth and Development Strategy; Marketing Strategy; Global Range; Apparel and Accessories Industry; Retail Industry

2012
Case

UFIDA (F)

By: F. Warren McFarlan, Donghong Li and Guo Jia

As an extension of UFIDA (A-E), UFIDA (F) using early 2012 as the time node, looks at UFIDA's major steps taken during 2010-2011, accomplishments, and major future opportunities and challenges. The case focuses on the new market development of Cloud Computing and the... View Details

Keywords: China; Strategy; China

July 2010 (Revised August 2012)
Case

Assistant Professor Jo Worthington (A)

By: Dorothy A. Leonard

A relatively inexperienced professor struggles with managing a case discussion in a class based on numeric analysis. The class is lethargic and time is tight; she considers both a number of possible reasons for their disinterest and different teaching strategies to... View Details

Keywords: Education; Teaching; Strategy; Communication Strategy; Training; Leadership Style; Education Industry

April 2021 (Revised June 2021)
Case

IBM: Design Thinking

By: Srikant M. Datar, Amram Migdal and Paul Hamilton

This case describes the 2012-2020 effort at IBM to implement design thinking throughout the company and hire thousands of designers to serve on every product team alongside technical engineers and developers and product managers. IBM’s design transformation is told... View Details

Keywords: Business Ventures; Business Divisions; Business Units; Business Organization; Change; Change Management; Transformation; Competency and Skills; Talent and Talent Management; Design; Human Resources; Recruitment; Selection and Staffing; Innovation and Invention; Collaborative Innovation and Invention; Innovation and Management; Innovation Strategy; Jobs and Positions; Job Design and Levels; Leading Change; Management; Business or Company Management; Goals and Objectives; Management Practices and Processes; Operations; Product; Product Design; Product Development; Organizations; Business Processes; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Strategy; Adaptation; Adoption; Technological Innovation; Information Infrastructure; Information Technology; Technology Industry; Information Technology Industry; United States

August 2017 (Revised November 2017)
Case

VTS

By: Mark Roberge and Michael Roberts

The case raises issues around sales force deployment and management issues in the SaaS industry. Specifically, VTS sells a software product to the real estate industry and has designed a Go-to-Market strategy for what the founders perceive to be the unique... View Details

Keywords: Salesforce Management; Compensation and Benefits; Managerial Roles; New York (city, NY)

Deborah Winshel is a Senior Lecturer in the General Management Unit of Harvard Business School. She teaches several MBA required courses: Leadership and Organizational Behavior (LEAD), Leadership and Corporate Accountability and the Field Immersion course (2025 in... View Details

March 1988 (Revised July 1990)
Case

Walt Disney Productions: Greenmail

Considers a firm whose investment strategies have essentially run out. Walt Disney's original visions and goals have all been fulfilled and after his death no new ones are forthcoming. Disney faces repeated takeover attacks and is forced to either set new corporate... View Details

Keywords: Corporate Strategy; Crisis Management; Acquisition; Financial Strategy; Entertainment and Recreation Industry; United States

June 2010 (Revised April 2011)
Case

Continental Media Group: Business Highlights

By: Robert L. Simons and Kathryn Rosenberg

Continental Media Group has a series of business reviews struggling to achieve profitability. This case focuses on the use of management control systems to identify emerging opportunities and the formulation of new strategies. The interactive system used by top... View Details

Keywords: Accounting; Governance Controls; Management Systems; Risk Management; Business Strategy; Publishing Industry

Stefan Thomke (sthomke@hbs.edu), an authority on the management of innovation, is the William Barclay Harding Professor of Business Administration at Harvard Business School. He has worked with firms on product, process, and... View Details

August 2019 (Revised October 2019)
Case

Amandla Capital: Real Estate in Côte d‘Ivoire

By: John D. Macomber, Pippa Tubman Armerding and Dilyana Botha

This case describes Amandla Capital, a fledgling company in Cote d’Ivoire, facing three opportunities in the real estate and hospitality industries in Africa. It introduces students to several concepts: decision-making and cost-benefit analysis in real estate,... View Details

Keywords: Small Business; Decision Making; Decision Choices and Conditions; Cost vs Benefits; Finance; Assets; Asset Management; Investment Portfolio; Investment Return; Project Finance; Relationships

December 2012 (Revised August 2013)
Case

BMS-Biocon Research Center: Growing a Joint Research Venture in India

By: Vicki Sato, Sen Chai, Rich Ballenger, Christine Chi, Alexander Down and Ross Leimberg

Bristol Myers Squibb, a multi-national pharmaceutical company, is seeking to globalize its R&D strategy while managing costs. It has formed a joint venture with an Indian company, which has worked well, but now faces a strategic decision on how and whether to continue. View Details

Keywords: Pharmaceuticals; Global Innovation; Research And Development; Biomedical Research; Joint Ventures; India; United States

14 Mar 2019
News

Failure to Phoenix: 7 Lessons to Learn from Failure

Teaching Interest

Overview

Luciana has taught in front of MBA, Master of International Business and Economics, and Executive Education students. At HBS, she was a teaching fellow in "Managing Innovation" (taught in the MBA program by Professor Karim Lakhani) and co-developed most teaching... View Details

Keywords: Organizational Evolution; Organizational Behavior; Strategy; Organizational Change and Adaptation; Organizational Design

15 Nov 2022
Book

Stop Ignoring Bad Behavior: 6 Tips for Better Ethics at Work

In 1995, Purdue Pharma began selling a powerful and addictive opioid drug called OxyContin. The company was aware that the drug, which was marketed to doctors as a safe way to manage chronic pain, was a potent narcotic that could quickly... View Details

Keywords: by Pamela Reynolds

2012
Teaching Note

UFIDA (F) (TN)

By: F. Warren McFarlan, Donghong Li and Guo Jia

As an extension of UFIDA (A-E), UFIDA (F), using early 2012 as the time node, looks at UFIDA's major steps taken during 2010-2011, accomplishments, and major future opportunities and challenges. The case focuses on the new market development of Cloud Computing and... View Details

Keywords: China; Strategy; China

May 2009 (Revised January 2011)
Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web