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  • Research Summary

My research draws upon social and cultural theories to address three important topics in marketing: branding strategy, organizing to deliver creative content, and cultural consumer behavior:

1)Branding Strategy: How are iconic brands built?

I have... View Details

  • March 2023
  • Teaching Note

Ransomware Attack at Colonial Pipeline Company

By: Suraj Srinivasan and Li-Kuan Ni
Teaching Note for HBS Case No. 123-069. On the morning of May 7, 2021, Colonial Pipeline Company became aware that the company had been the victim of a malicious ransomware attack that had stolen and locked up company data. The extortionists demanded 75 bitcoins (worth... View Details
Keywords: Disruption; Communication; Communication Strategy; Decision Making; Decision Choices and Conditions; Judgments; Corporate Accountability; Corporate Disclosure; Corporate Governance; Governance Controls; Policy; Employees; News; Cybersecurity; Digital Strategy; Information Infrastructure; Information Management; Internet and the Web; Crisis Management; Business or Company Management; Resource Allocation; Risk Management; Negotiation Tactics; Failure; Business and Stakeholder Relations; Attitudes; Behavior; Perception; Reputation; Trust; Public Opinion; Social Issues; Infrastructure; Distribution Industry; United States; Alabama
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  • September 1992 (Revised January 1993)
  • Case

Courtyard by Marriott

By: James L. Heskett and Roger H. Hallowell
Courtyard by Marriott, a chain of modestly priced hotels, weighs its future options regarding human resources, its service delivery system, and management structure. Fairfield Inn, another Marriott product, is discussed for contrast. View Details
Keywords: Human Resources; Service Operations; Brands and Branding; Management Systems; Decision Making; Service Industry; Accommodations Industry
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  • September 2008 (Revised August 2009)
  • Case

Columbus Tubing: Steel is Real

By: Daniel C. Snow, Gary P. Pisano, Elena Corsi and Gudrun Urfalino Kristinsdottir
Columbus Tubing must choose to improve an old technology (steel) or to develop a new material (carbon fiber). The decision must take into account a complicated context: increased demand for the "old" steel products made in Italy, increasing power of carbon fiber... View Details
Keywords: Decision Choices and Conditions; Resource Allocation; Production; Research and Development; Information Technology; Bicycle Transportation; Asia; Italy
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  • Web

Connect with Clubs - Recruiting

Yoon ryoon@mba2026.hbs.edu General Management & Operations Club Co-Presidents Thomas Cerier tcerier@mba2026.hbs.edu Kaitlyn Haase khaase@mba2026.hbs.edu Karalyn Baird kbaird@mba2026.hbs.edu Mikel Acha... View Details
  • 17 May 2010
  • Research & Ideas

What Brazil Teaches About Investor Protection

supposed to be bad, and there was little debate about what companies or managers could do about it. For me this just sounded too simplistic. Moreover, the focus on national laws led to policy recommendations that were sometimes too... View Details
Keywords: by Sean Silverthorne; Banking; Financial Services
  • September 2010 (Revised December 2011)
  • Case

WildChina: Taking the Road Less Traveled

By: Mukti Khaire, Daniel Isenberg, Victoria Song and Shirley Spence
This case deals with supplier difficulties faced by WildChina—a travel service provider in China. WildChina is a classic case of a company that is trying to bring a local, within-country product to a market outside the country (in this case, travelers to China from... View Details
Keywords: Business Model; Business Startups; Customer Focus and Relationships; Local Range; Globalized Markets and Industries; Supply Chain Management; Conflict Management; Travel Industry; China
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  • January 2017 (Revised September 2017)
  • Case

Sales Razor Technologies

By: Paul Gompers and Noam Wasserman
Describes the issues facing a founder-CEO regarding building a board of directors, assembling an executive team, managing tension between co-founders, and outsourcing system development work. View Details
Keywords: Information Technology; Job Cuts and Outsourcing; Conflict Management; Governing and Advisory Boards; Employees; Management Teams; Product Development; Technology Industry
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  • June 2024
  • Case

Building Innovation at VINCI

By: Dennis Campbell, Aluna Wang and Carlota Moniz
This case study explores how the VINCI Group, a French multinational operating in concessions, energy, and construction, bolstered awareness and adoption rates of new technologies within the organization. Through its separate innovation hub, Leonard, VINCI aimed to... View Details
Keywords: Business Model; Business Organization; Decisions; Business Earnings; Business Strategy; Competition; Energy; Corporate Entrepreneurship; Values and Beliefs; Global Range; Global Strategy; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Corporate Accountability; Collaborative Innovation and Invention; Disruptive Innovation; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Sharing; Organizational Culture; Technology Adoption; Innovation Leadership; Organizational Structure; Construction Industry; Energy Industry; Technology Industry; France; Europe
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  • January 2025
  • Teaching Note

Vytal: Packaging-as-a-Service

By: George Serafeim, Michael W. Toffel and Stacy Straaberg
Teaching Note for HBS Case No. 124-007. The Germany-based startup Vytal operated the largest digital-native reusable packaging-as-a-service network globally, having raised nearly €15 million, established a large network of restaurant partners, and prevented the use of... View Details
Keywords: Environmental Sustainability; Innovation and Invention; Business Growth and Maturation; Growth and Development Strategy; Business Startups; Resource Allocation; Risk Management; Adoption; Strategy; Performance Productivity; Service Delivery; Service Operations; Supply Chain; Distribution; Entrepreneurship; Climate Change; Business Model; Governing Rules, Regulations, and Reforms; Profit; Financing and Loans; Expansion; Green Technology Industry; Service Industry; Retail Industry; Germany; Europe
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  • 17 Jan 2023
  • In Practice

8 Trends to Watch in 2023

As 2023 begins, businesses and employees face an uncertain economy and labor market, as the twin dilemmas of inflation and interest rates weigh on forecasts. Harvard Business School faculty share the top trends that they believe will shape the workplace and markets... View Details
Keywords: by Avery Forman
  • September 2013 (Revised February 2016)
  • Case

GlaxoSmithKline: Sourcing Complex Professional Services

By: Heidi K. Gardner and Silvia Hodges Silverstein
Pharmaceutical company GlaxoSmithKline (GSK) uses an innovative new approach to procuring outside legal counsel: it replaces relationship-based selection and law firms' traditional time-based billing with data-driven decision making and an online reverse auction. In... View Details
Keywords: Legal Industry; Procurement; Professional Service Firms; Pricing; Competition; Change Management; Supply Chain Management; Legal Liability; Business Processes; Legal Services Industry; Pharmaceutical Industry
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  • Web

Program Requirements - Doctoral

Health Policy (Management) Program Requirements Students in the Health Policy (Management) program will learn how theories and concepts from fields such as technology and operations management, organizational behavior, organizational... View Details
  • 28 Aug 2012
  • First Look

First Look: August 28

is that they were taken from the accounts of customers trading in commodity futures and used in other areas of the firm; less is known about how it happened. The case describes MF Global's operating model, certain View Details
Keywords: Sean Silverthorne
  • Career Coach

Kelsey Holland

If you’re looking to launch or join a startup, Kelsey can help! Kelsey’s worked in a variety of roles ranging from product manager to corporate venture investor to co-founder during her 8.5 years working prior to HBS. She has extensive... View Details
  • 23 Jun 2022
  • News

The C-Suite Skills That Matter Most

  • December 1978 (Revised January 1986)
  • Case

Pepsi-Cola (A)

By: Walter J. Salmon and Steven R. Palesy
Combining aspects of a functionally organized marketing management system, with a franchised channel of distribution network. Focuses on extending an innovative promotional program to a market where competitive conditions differ. View Details
Keywords: Innovation Strategy; Management; Marketing; Marketing Reference Programs; Network Effects; Distribution; Organizational Design; Franchise Ownership; Competition; Food and Beverage Industry
Related
  • 22 Mar 2024
  • Research & Ideas

Open Source Software: The $9 Trillion Resource Companies Take for Granted

staggering scope of the findings could help put a value on the work, so senior leaders and non-tech managers at firms understand just how important hiring open source expertise is to success. The results mark among the first comprehensive... View Details
Keywords: by Rachel Layne; Computer; Information Technology; Technology
  • 01 Nov 2017
  • What Do You Think?

What Are the Real Lessons of the Wells Fargo Case?

SUMMING UP Respondents to this month’s Wells Fargo “case study” identified problem symptoms, diagnosed causes, proposed remedies, and even suggested a title for a follow-on case. Mitch says that when one company is consistently more successful than others in that... View Details
Keywords: by James Heskett; Banking
  • 07 Jul 2019
  • HBS Case

Walmart's Workforce of the Future

private employer in the United States, with 1.5 million workers (2.2 million worldwide). But that size and dominance doesn’t make Walmart immune to pressures faced by any other retail operation. In the second-year Harvard Business School course View Details
Keywords: by Julia Hanna; Retail