Publications

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Research Summary

The limits of reviews

Consumer reviews are an important source of information in the digital age. Yet there are limits to the role that reviews can play. In a case study, Professor Luca discusses the limits of reviews and how companies can create more comprehensive reputation systems... View Details

25 Jan 2022
News

Why Facebook and Twitter Opened the Door to NFTs

January 1993 (Revised April 1993)
Case

Chadwick, Inc.: The Balanced Scorecard

By: Robert S. Kaplan

The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details

Keywords: Balanced Scorecard; Performance Evaluation; Customer Relationship Management; Goals and Objectives; Customer Satisfaction; Research and Development; Marketplace Matching; Financial Condition; Product Launch; Pharmaceutical Industry

November 2006 (Revised July 2008)
Case

Eli Lilly: Developing Cymbalta

By: Elie Ofek and Ron Laufer

Anticipating the expiration of its Prozac patent, Eli Lilly has to make tough decisions regarding the development of its next-generation antidepressant drug. In particular, the company needs to decide whether to first establish that once-a-day dosing for Cymbalta... View Details

Keywords: Decision Choices and Conditions; Marketing Strategy; Product Launch; Product Development; Research and Development; Pharmaceutical Industry

October 2017
Case

Shift Technologies, Inc.

By: Thomas Eisenmann and Nicole Tempest Keller

In 2017, management at Shift, an online marketplace that uses a “high touch,” concierge approach to buy and sell used cars, was formulating plans for the San Francisco–based startup’s next phase of expansion. One option was to preserve Shift’s current business model... View Details

Keywords: Entrepreneurship; Market Design; Multi-Sided Platforms; Marketplace Matching; Growth and Development Strategy; Decision Choices and Conditions; Auto Industry; Retail Industry; United States

21 Jul 2015
Working Paper Summaries

Enabling Versus Controlling

Keywords: by Andrei Hagiu & Julian Wright

February 1996
Case

Chadwick, Inc.: The Balanced Scorecard (Abridged)

By: Robert S. Kaplan

The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details

Keywords: Balanced Scorecard; Research and Development; Product Launch; Commercialization; Consumer Behavior; Customer Focus and Relationships; Performance Evaluation; Pharmaceutical Industry

05 Jul 2006
Working Paper Summaries

The Presentation of Self in the Information Age

Keywords: by John A. Deighton; Advertising

26 May 2013
News

An Auction? Most EBay Users Don't Have Time for That

March 2011 (Revised March 2011)
Case

Horizon Blue Cross Blue Shield of New Jersey - Managing in the Shadow of Health Care Reform

By: Felix Oberholzer-Gee, Raffaella Sadun and Richard G. Hamermesh

Per the Patient Protection and Affordable Care Act (PPACA), which President Obama signed in 2010, states would be required to create state-wide health insurance marketplaces - the Health Benefit Exchanges (HBEs) - in which individuals and small employers could choose... View Details

Keywords: Insurance; Health Care and Treatment; Governing Rules, Regulations, and Reforms; Emerging Markets; Risk and Uncertainty; Health Industry; Insurance Industry; New Jersey

Teaching Interest

Marketing Strategies for Profitable Growth—China

By: John A. Deighton

Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace requires powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. To help... View Details

Thomas R. Eisenmann

Thomas R. Eisenmann is the Howard H. Stevenson Professor of Business Administration at the Harvard Business School; Peter O. Crisp Faculty Chair, Harvard Innovation Labs; and Unit Head of the HBS Entrepreneurial... View Details

12 Mar 2013
Video

LearnX - Episode 1 - Creative Tension

Article

Good Markets (Really Do) Make Good Neighbors

By: Scott Duke Kominers

This article gives a (very) brief exposition of what market design is, along with four examples of market design in action. Loosely themed after Robert Frost’s poem “Mending Wall,” the examples demonstrate ways in which market design can break barriers—physical,... View Details

Keywords: Market Design; Economics; Theory; Change; Society

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November 2014
Teaching Note

Marketing Marijuana in Colorado

By: John A. Quelch

The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case... View Details

Keywords: Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Distribution Industry; Health Industry; Public Administration Industry; North and Central America

05 May 2015
News

Get in the Right State of Mind for Any Negotiation

November 2019
Teaching Note

The Bundesliga in the U.S.

By: Stephen A. Greyser, Sascha L. Schmidt and Florian Holzmayer

This Teaching Note addresses the classroom use of the case on the strategy of Germany’s premier football (soccer) league to “win the marketplace of U.S. sports broadcasters and consumers.” The note includes study questions and a teaching plan that also draws on... View Details

Keywords: Media; Sports; Global Strategy; Marketing Strategy; Competitive Strategy; Media and Broadcasting Industry; Sports Industry; United States

Article

Narrow Networks on the Health Insurance Marketplaces: Prevalence, Pricing, and the Cost of Network Breadth

By: Leemore S. Dafny, Igal Hendel, Victoria Marone and Christopher Ody

Anecdotal reports and systematic research highlight the prevalence of narrow-network plans on the Affordable Care Act’s health insurance Marketplaces. At the same time, Marketplace premiums in the period 2014–2016 were much lower than projected by the Congressional... View Details

Keywords: Health Care and Treatment; Insurance; Cost; United States

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2014
Working Paper

Higher-Ambition CEOs Need Higher-Ambition Boards

By: Edward Ludwig, Elise Walton and Michael Beer

Over the past years, forward-looking CEOs have adopted a higher-ambition approach to strategy and leadership. These "higher-ambition CEOs" are driven by a sense of purpose that goes beyond achieving financial success. They aspire to build organizations that succeed in... View Details

Keywords: Strategy; Leadership Style; Management Teams