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Article

Better Accounting Transforms Health Care Delivery

By: Robert S. Kaplan and Mary L. Witkowski

The paper describes the theory and preliminary results for an action research program that explores the implications from better measurements of health care outcomes and costs. After summarizing Porter's outcome taxonomy (Porter 2010), we illustrate how to use process... View Details

Keywords: Activity Based Costing and Management; Research; Health Care and Treatment; Health Industry

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May 2014
Article

Digital Dark Matter and the Economic Contribution of Apache

By: Shane Greenstein and Frank Nagle

Researchers have long hypothesized that research outputs from government, university, and private company R&D contribute to economic growth, but these contributions may be difficult to measure when they take a non-pecuniary form. The growth of networking devices and... View Details

Keywords: Open Source; Apache; Economic Measurement; Digital Economics; Measurement and Metrics; Open Source Distribution; Internet and the Web; Information Technology; Applications and Software; Economic Growth; Research and Development; Web Services Industry; Information Technology Industry; United States

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2014
Other Teaching and Training Material

Marketing Reading: Brand Positioning

By: Jill Avery and Sunil Gupta

This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details

Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding

April 2014
Tutorial

Conjoint Analysis: Online Tutorial

By: Elie Ofek and Olivier Toubia

The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going... View Details

Keywords: Market Research; Conjoint Analysis; Market Segmentation; Pricing; Marketing Strategy

April 2014
Case

Merrimack Pharmaceuticals, Inc. (A)

By: Amy C. Edmondson, Bethany S. Gerstein and Melissa Valentine

In 2006, Merrimack Pharmaceuticals was a fast-growing biotechnology company. Its leadership team was divided over whether to keep R&D organized in functional departments or transition to interdisciplinary teams. As a small company, Merrimack's R&D organization had... View Details

Keywords: Teamwork; Interdisciplinary Collaboration; R＆D; Biotechnology; Complexity; Innovation Management; Organizational Design; Groups and Teams; Collaborative Innovation and Invention; Research and Development; Biotechnology Industry; Pharmaceutical Industry

January 2014 (Revised January 2017)
Supplement

Nivea (B)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar

This supplementary case follows up on an innovative R&D approach by Beiersdorf,a skin care and cosmetics company. The case relates what happened to the product launched by Beiersdorf, to its Nivea line, following the events of the A case, and how the commercial success... View Details

Keywords: Innovation; Innovation Management; Marketing; Innovation Strategy; Innovation and Management; Research and Development; Product Design; Collaborative Innovation and Invention; Consumer Products Industry; Consumer Products Industry

January 2014 (Revised January 2017)
Case

Nivea (A)

By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar

The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details

Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Consumer Products Industry; Consumer Products Industry

January 2014
Supplement

Fred Khosravi and AccessClosure (C)

By: Richard Hamermesh and Lauren Barley

On September 11, 2013, the three-judge panel of the U.S. Court of Appeals for the Federal Circuit denied St. Jude's request to rehear an appeal on the "double patenting" ruling for the '439 patent. Further, it removed the injunction threat that was hanging over the... View Details

Keywords: Medical Devices; Vascular Closure Device; Patent Litigation; Patenting; Biomedical Research; Biotechnology; Biotech; Technological Innovation; Patents; Health Care and Treatment; Biotechnology Industry; United States

January 2014
Technical Note

Learning From Extreme Consumers

By: Jill Avery and Michael Norton

Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details

Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention

2013
Working Paper

Heterogeneous Technology Diffusion and Ricardian Trade Patterns

By: William R. Kerr

This study tests the importance of Ricardian technology differences for international trade. The empirical analysis has three comparative advantages: including emerging and advanced economies, isolating panel variation regarding the link between productivity and... View Details

Keywords: Exports; Comparative Advantage; Technological Transfer; Innovation; Networks; Patents; Residency; Technology Adoption; Trade; Research and Development; Immigration; United States

October 2013 (Revised November 2016)
Case

Carbon Engineering

By: Joseph B. Lassiter III and Sid Misra

Dr. David Keith, President of Carbon Engineering, a company based in Calgary, Alberta, is commercializing a technology to capture carbon dioxide (CO2) from the atmosphere. The company plans to market the captured CO2 to produce low carbon transportation fuels in... View Details

2013
Working Paper

Digital Dark Matter and the Economics of Apache

By: Shane Greenstein and Frank Nagle

Researchers have long hypothesized that spillovers from government, university, and private company R&D contribute to economic growth, but these contributions may be difficult to measure when they take a non-pecuniary form. The growth of networking devices and the... View Details

Keywords: Measurement and Metrics; Internet and the Web; Performance Productivity; Applications and Software; Economic Growth; Research and Development

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2014
Working Paper

Sharing Design Rights: A Commons Approach for Developing Infrastructure

By: Nuno Gil and Carliss Y. Baldwin

This study empirically investigates the relationship between design structure and organization structure in the context of new infrastructure development projects. Our research setting is a capital program to develop new school buildings in the city of Manchester, UK.... View Details

Keywords: Design; Buildings and Facilities; Education

September 2013
Exercise

An Exercise in Designing a Travel Coffee Mug

By: Elie Ofek and Michael Norris

In recent years design has emerged as a critical factor in the success of many new products. This case exercise provides a hands-on way to experience the design process and offers a structured approach for incorporating key considerations that can aid in effective... View Details

Keywords: New Product Development; Innovation; Market Research; Competitive Positioning; Design; Product Development; Consumer Products Industry

July 2013
Case

Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?

By: John A. Quelch and Diane Badame

Andrea Torres, director of new product development at a high-end chocolate confectionery company, leads her team through a carefully sequenced program of market research to support the development and launch of a new product, healthy dark chocolate with fruit. This is... View Details

Keywords: Competition; Food; Consumer Behavior; Nutrition; Product Launch; Product Development; Food and Beverage Industry; Switzerland; United States

July–August 2013
Article

A Joint Model of Usage and Churn in Contractual Settings

By: Eva Ascarza and Bruce G.S. Hardie

As firms become more customer-centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multiperiod forecasts of customer behavior. Although a number of researchers... View Details

Keywords: Churn; Retention; Contractual Settings; Access Services; Hidden Markov Models; RFM; Latent Variable Models; Customer Value and Value Chain; Consumer Behavior

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July 2013 (Revised November 2021)
Module Note

Exploration vs. Exploitation

This module note introduces James March's concept of exploration and exploitation, and the management challenge of balancing the allocation of resources to the two activities in the firm. The note also touches on the O'Reilly and Tushman paper on the ambidextrous... View Details

July 2013
Case

Novozymes: Establishing the Cellulosic Ethanol Value Chain

By: Willy Shih and Sen Chai

As the world's largest producer of industrial enzymes, Novozymes had invested heavily for many years to bio-engineer enzymes that could break down cellulose into fermentable sugar. In 2010, the company had launched what it thought would become a breakthrough product... View Details

2013
Book

Wall Street Research: Past, Present, and Future

By: Boris Groysberg and Paul M. Healy

Wall Street equity analysts provide research products and services on publicly-traded companies to institutional and retail investors to help them make more profitable investment decisions. During the last ten years Wall Street research has been battered by a series of... View Details

Keywords: Financial Analysts; Investment Banks; Conflicts Of Interest; Accounting; Financial Institutions; Financial Services Industry; United States

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2013
Working Paper

Inequality and Decision Making: Imagining a New Line of Inquiry

By: David Moss, Anant Thaker and Howard Rudnick

The substantial increase in inequality in the United States over the past three decades has provoked considerable debate, with some analysts characterizing rising inequality as among the greatest threats facing the nation and others dismissing it as little more than a... View Details

Keywords: Equality and Inequality; Income; Decision Making; Government and Politics; Economics; United States

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