Publications

25 Jun 2013
First Look

First Look: June 25

Social Responsibility: Punishing Transgressions Under Conflicting Obligations By: Gino, Francesca, Celia Moore, and Lamar Pierce Abstract—This paper combines experimental and field data to examine how those with discretion over punishment... View Details

Keywords: Anna Secino

March 2011 (Revised July 2011)
Case

Vestas' World of Wind

By: Thomas J. Steenburgh and Elena Corsi

The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with... View Details

Keywords: Customer Focus and Relationships; Marketing Channels; Internet and the Web; Product Launch; Demand and Consumers; Advertising Campaigns; Global Strategy; Customization and Personalization; Business and Stakeholder Relations; Finance; Product Marketing; Technology Adoption; Energy Industry

02 Apr 2015
Research & Ideas

Digital Initiative Summit: Big Messages, Small Screens, Many Choices

comScore. Apps suck up the majority of that time. In fact, app usage alone comprises 52 percent of total digital media engagement, according to comScore. So how do companies profit from the fact that mobile users are more engaged than... View Details

Keywords: by Carmen Nobel; Advertising

July 2003 (Revised March 2004)
Case

XM Satellite Radio (A)

By: David B. Godes and Elie Ofek

XM Satellite Radio is a radically new way to listen to radio. Management must develop a marketing strategy to launch the firm and the category. A crucial aspect of the strategy is to determine which of two business models the company will pursue. Should it focus... View Details

Keywords: Advertising; Business Model; Decision Choices and Conditions; Cost Management; Marketing Channels; Marketing Strategy; Problems and Challenges; Partners and Partnerships; Sales; Competitive Strategy; Communications Industry

May 2024
Background Note

Pricing Strategy and Channels of Distribution: Where Value Delivery and Value Capture Intersect

By: Elie Ofek

Channels of distribution are a critical component of a firm’s go-to-market strategy. A company may elect to sell its products directly to customers (DTC) without the assistance of any intermediaries or, alternatively, it may seek several channel partners to help it... View Details

Keywords: Price; Distribution Channels; Business Strategy; Markets

November 2019 (Revised September 2022)
Case

TripAdvisor: An Itinerary for Growth

By: Jeffrey F. Rayport, Spencer Rascoff and Susie L. Ma

In 2019, TripAdvisor was one of the best-known and most-trafficked online travel sites. For nearly 20 years, its founder and CEO Steve Kaufer had steered TripAdvisor through many phases of growth and profitability, but recently the company’s growth had started to slow.... View Details

Keywords: Business Growth and Maturation; Decision Making; Business or Company Management; Growth Management; Innovation and Invention; Brands and Branding; Operations; Customer Value and Value Chain; Information Technology; Travel Industry; Massachusetts

28 Feb 2017
First Look

First Look at New Research, February 28

company, DO & CO, growing geographically with its existing businesses while also adding new brands to its portfolio. The company had $1 billion in revenues in 2015 from its three divisions: airline catering; international event... View Details

Keywords: Sean Silverthorne

Teaching Interest

The Business of Entertainment, Media, and Sports (MBA)

By: Anita Elberse

This second-year MBA course is primarily designed for students pursuing a career in the entertainment, media and sports sectors -- including film, television, music, publishing, video games, the performing arts, sports, fashion, and advertising -- or who plan to work... View Details

21 Jan 2014
First Look

First Look: January 21

databases, search tools, and other programs-that would help the company reach scale. Purchase this case: http://hbr.org/product/claritas-genomics/an/814032-PDF-ENG Harvard Business School Case 514-018 Olam: Building a Sustainable Supply... View Details

Keywords: Sean Silverthorne

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

“We’ve studied many industries and the biggest impact, biggest factor that impact peoples’ decisions making is word-of-mouth.” By their claim they’re kind of saying companies should focus much less on View Details

Keywords: by Brian Kenny; Advertising; Advertising

April 2019 (Revised October 2020)
Case

Kraft Heinz: The $8 Billion Brand Write-Down

By: Jill Avery

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

28 May 2014
Working Paper Summaries

Leveraging Market Power Through Tying and Bundling: Does Google Behave Anti-Competitively?

Keywords: by Benjamin Edelman

27 Nov 2000
Research & Ideas

The Dynamics of Standing Still: Firestone Tire & Rubber and the Radial Revolution

independent. "Firestone's historical excellence and disastrous response to global competition and technological innovation," writes Sull, "posed a paradox for industry observers: Why had the industry's best managed company... View Details

Keywords: by Donald N. Sull; Manufacturing; Transportation

August 2006
Case

Dreyer's Slow Churned(TM) Ice Cream

By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey

Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant... View Details

Keywords: Advertising; Forecasting and Prediction; Growth and Development Strategy; Brands and Branding; Product Launch; Product Development; Planning; Food and Beverage Industry; United States

November 2018 (Revised January 2022)
Case

JUUL and the Vaping Revolution

By: Michael W. Toffel, John Masko and Sarah Mehta

In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current... View Details

August 2017 (Revised July 2019)
Case

GROW: Using Artificial Intelligence to Screen Human Intelligence

By: Ethan Bernstein, Paul McKinnon and Paul Yarabe

Over 10% of all 2017 university graduates in Japan used GROW, an artificial intelligence platform and mobile app developed by Tokyo-based people analytics startup IGS, to recruit for a job. This case puts participants in the shoes of IGS founder and CEO Masahiro... View Details

Keywords: Big Data; Artificial Intelligence; Talent and Talent Management; Recruitment; Selection and Staffing; Human Resources; Information Technology; AI and Machine Learning; Analytics and Data Science; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Advertising Industry; Japan

June 2018 (Revised October 2020)
Case

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details