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  • January 2014 (Revised February 2015)
  • Case

YouTube for Brands

By: Thales Teixeira and Leora Kornfeld
This case examines the changes employed by YouTube to make the massively popular site more attractive to brands. Building from its base of amateur, user-generated content, YouTube had turned to experimenting with professionally-made content and organizing its videos... View Details
Keywords: Marketing; Internet and the Web; Decision Choices and Conditions; Digital Marketing; Brands and Branding; Advertising Industry; Motion Pictures and Video Industry; Entertainment and Recreation Industry
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Teixeira, Thales, and Leora Kornfeld. "YouTube for Brands." Harvard Business School Case 514-048, January 2014. (Revised February 2015.)
  • April 1999 (Revised August 1999)
  • Case

R&B Falcon

R&B Falcon is the world's leading offshore drilling contractor. Amid surging exploration budgets and increasing deepwater drilling activity, the company makes huge investments in several new state-of-the art $300 million ultra-deep-water drilling rigs. As day rates and... View Details
Keywords: Technology; Change Management; Industry Growth; Mining; Product Marketing; Mining Industry
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Corts, Kenneth S. "R&B Falcon." Harvard Business School Case 799-110, April 1999. (Revised August 1999.)
  • 2020
  • Book

The Power of Experiments: Decision-Making in a Data-Driven World

By: Michael Luca and Max H. Bazerman
Have you logged into Facebook recently? Searched for something on Google? Chosen a movie on Netflix? If so, you've probably been an unwitting participant in a variety of experiments—also known as randomized controlled trials—designed to test the impact of changes to an... View Details
Keywords: Experiments; Randomized Controlled Trials; Organizations; Decision Making; Analytics and Data Science; Management Analysis, Tools, and Techniques
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Luca, Michael, and Max H. Bazerman. The Power of Experiments: Decision-Making in a Data-Driven World. Cambridge, MA: MIT Press, 2020.
  • December 2013 (Revised March 2016)
  • Case

Managing Online Reviews on TripAdvisor

By: Thales Teixeira and Leora Kornfeld
In 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and... View Details
Keywords: Online Word-of-mouth; Online Reviews; Hotels; Internet and the Web; Marketing Communications; Marketing Reference Programs; Digital Marketing; Customer Satisfaction; Accommodations Industry; Travel Industry
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Teixeira, Thales, and Leora Kornfeld. "Managing Online Reviews on TripAdvisor." Harvard Business School Case 514-071, December 2013. (Revised March 2016.)
  • 2009
  • Working Paper

Stretching the Inelastic Rubber: Taxation, Welfare and Lobbies in Amazonia, 1870-1910

By: Felipe Tamega Fernandes
This paper examines the effect of government intervention via taxation on domestic welfare. A case-study of Brazilian market power on rubber markets during the boom years of 1870-1910 shows that the government generated 1.3% of GDP through an export tax on rubber but... View Details
Keywords: Government Legislation; Taxation; Business and Government Relations; Welfare or Wellbeing; Rubber Industry; Brazil
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Fernandes, Felipe Tamega. "Stretching the Inelastic Rubber: Taxation, Welfare and Lobbies in Amazonia, 1870-1910." Harvard Business School Working Paper, No. 10-032, October 2009.
  • March 1999 (Revised February 2000)
  • Case

Patient Care Delivery Model at the Massachusetts General Hospital, The

By: Amy C. Edmondson, Richard M.J. Bohmer and Emily Heaphy
Examines the implementation of a new patient care delivery model at Massachusetts General Hospital. Uses clinical and financial data to examine different choices for staffing non-physician health care professionals and to understand the challenges of managing change... View Details
Keywords: Change Management; Service Delivery; Health Care and Treatment; Health Industry; Massachusetts
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Edmondson, Amy C., Richard M.J. Bohmer, and Emily Heaphy. "Patient Care Delivery Model at the Massachusetts General Hospital, The." Harvard Business School Case 699-154, March 1999. (Revised February 2000.)
  • September 2, 2020
  • Article

What Really Prevents Companies from Thriving in a Recession

By: Ranjay Gulati and Mark Wiedman
Even in the best of times, many companies fail to fund and staff new opportunities. As decades of research have shown, leaders fear threats to their status and power and so become attached to existing businesses and budgets, regarding them as entitlements and as a... View Details
Keywords: Recessions; Resource Allocation; Budgets and Budgeting
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Gulati, Ranjay, and Mark Wiedman. "What Really Prevents Companies from Thriving in a Recession." Harvard Business Review Digital Articles (September 2, 2020).
  • 10 Feb 2010
  • Working Paper Summaries

Investing in Improvement: Strategy and Resource Allocation in Public School Districts

Keywords: by Stacey Childress; Education
  • December 2004 (Revised February 2006)
  • Case

Executive Decision Making at General Motors

By: David A. Garvin and Lynne Levesque
Describes the evolution of General Motors' strategy, organizational structure, and management processes from its founding to the present day. Focuses on the role of GM's management committee—the senior-decision-making body at the company, now called the Automotive... View Details
Keywords: Globalized Firms and Management; Management Practices and Processes; Organizational Structure; Competitive Strategy; Decision Making; Management Teams; Auto Industry
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Garvin, David A., and Lynne Levesque. "Executive Decision Making at General Motors." Harvard Business School Case 305-026, December 2004. (Revised February 2006.)
  • April 2002
  • Article

Internal Capital Markets and Firm-Level Compensation Incentives for Division Managers

By: Julie Wulf
Do multidivisional firms structure compensation contracts for division managers to mitigate incentive problems in their internal capital markets? I find evidence that compensation and investment incentives are substitutes: firms providing a stronger link to firm... View Details
Keywords: Capital Markets; Executive Compensation; Capital Budgeting; Motivation and Incentives; Profit; Decisions; Resource Allocation; Performance; Investment; Contracts
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Wulf, Julie. "Internal Capital Markets and Firm-Level Compensation Incentives for Division Managers." Journal of Labor Economics 20, no. 2 (April 2002): S219–S262.
  • June 2013
  • Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
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Teixeira, Thales S. "How to Profit from 'Lean Advertising'." Harvard Business Review 91, no. 6 (June 2013): 23–25.
  • December 1992
  • Case

Du Pont: Corporate Advertising for 1992

By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
  • July 2019 (Revised August 2020)
  • Case

Peabody Essex Museum: What Next?

By: V. Kasturi Rangan and Jeffrey F. Rayport
The case describes the 25-year transformation of Peabody Essex Museum, which was created in 1993 by the merger of two sub-scale predecessor cultural institutions, operating since 1799, in Salem, Massachusetts. Dan Monroe, its founding CEO, began a process of building... View Details
Keywords: Museums; Strategy; Leadership; Transformation; Innovation Leadership; Strategic Planning
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Rangan, V. Kasturi, and Jeffrey F. Rayport. "Peabody Essex Museum: What Next?" Harvard Business School Case 520-009, July 2019. (Revised August 2020.)
  • April 2018
  • Article

Effective Sales Training: What Are the Foundational Elements?

By: Frank V. Cespedes
Across industries, turnover in sales positions averages about 25–30% annually. This means that, at many firms, the equivalent of the entire sales force must be replaced and trained every four years or so. No other function has an ongoing talent management task of that... View Details
Keywords: Salesforce Management; Training
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Cespedes, Frank V. "Effective Sales Training: What Are the Foundational Elements?" Top Sales Magazine (April 2018), 22–23.
  • 2008
  • Working Paper

Fixing Market Failures or Fixing Elections? Agricultural Credit in India

By: Shawn A. Cole
This paper integrates theories of political budget cycles with theories of tactical electoral redistribution to test for political capture in a novel way. Studying banks in India, I find that government-owned bank lending tracks the electoral cycle, with agricultural... View Details
Keywords: Agribusiness; Banks and Banking; Financing and Loans; Political Elections; State Ownership; Banking Industry; India
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Cole, Shawn A. "Fixing Market Failures or Fixing Elections? Agricultural Credit in India." Harvard Business School Working Paper, No. 09-001, July 2008.
  • March 1991 (Revised December 1994)
  • Case

Steve Mariotti and NFTE

Less than three years ago, Steve Mariotti created NFTE, a nonprofit organization for teaching entrepreneurship to disadvantaged youths. The organization has gained national recognition, and offers a variety of programs on a budget of nearly half a million dollars. It... View Details
Keywords: Organizational Change and Adaptation; Nonprofit Organizations; Growth Management; Business Growth and Maturation; Teaching; Business Startups
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Dees, J. Gregory, and Alice Oberfield. "Steve Mariotti and NFTE." Harvard Business School Case 391-169, March 1991. (Revised December 1994.)
  • Research Summary

Paper - Stretching the Inelastic Rubber: Taxation, Welfare and Lobbies in Amazonia, 1870-1910 (Job Market Paper)

This paper examines the effect of government intervention via taxation on domestic welfare. A case-study of Brazilian market power on rubber markets during the boom years of 1870-1910 shows that the government generated 1.3% of GDP through an export tax on rubber... View Details

  • 2013
  • Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Keywords: Internet and the Web; Digital Marketing
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Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
  • July 2017
  • Case

A Green Forest Grows in Brooklyn: Joint Venturing with the Chinese

By: Charles F. Wu
MaryAnne Gilmartin, President and CEO of Forest City Ratner (“Forest City”) was planning for yet another protracted discussion over the merits of a green roof for part of her $5 billion dollar new development in Brooklyn. While the low seven-figure cost overrun was to... View Details
Keywords: Real Estate Development; Real Estate; EB-5; Sustainability; Promote; Waterfall; Joint Ventures; Environmental Sustainability; Relationships; Real Estate Industry; China
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Wu, Charles F. "A Green Forest Grows in Brooklyn: Joint Venturing with the Chinese." Harvard Business School Case 218-010, July 2017.
  • April 2020
  • Case

Promoting Land and Nature Jerky

By: John A. Quelch and Katherine B. Hartman
Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine... View Details
Keywords: Advertising; Spending; Marketing Communications; Marketing Strategy; Product Positioning; Food and Beverage Industry
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Quelch, John A., and Katherine B. Hartman. "Promoting Land and Nature Jerky." Harvard Business School Brief Case 920-563, April 2020.
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