Publications

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Co-Chair, Driving Digital Strategy

Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

April 2012
Case

Renesas Electronics and the Automotive Microcontroller Supply Chain (A)

By: Willy Shih and Margaret Pierson

The magnitude 9.0 earthquake that struck Japan in March 2011 caused extensive damage to Renesas Electronics wafer fabrication facility, a critical link in the global automotive supply chain. Many OEMs sole-sourced customized microprocessors from the fab, so its... View Details

Keywords: Natural Disasters; Crisis Management; Supply Chain Management; Production; Strategy; Semiconductor Industry; Auto Industry; Japan

January 2021
Article

'Mobile'izing Agricultural Advice: Technology Adoption, Diffusion and Sustainability

By: Shawn A. Cole and A. Nilesh Fernando

We examine the role of management in agricultural productivity by evaluating a mobile-phone based agricultural advice service provided to farmers in India. Demand for advice is high, and advice changes practices, increasing yields in cumin (28%) and cotton (8.6% for a... View Details

Keywords: Agricultural Extension; Informational Inefficiencies; Technology Adoption; Agribusiness; Information; Mobile Technology; India

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December 1996 (Revised July 1997)
Case

Parker's Biscuits, Inc.: Venturing into China

Carol Wittenberg's first major task as president of the Asia/Pacific business for Parker's Biscuits is to set up a joint venture to manufacture biscuits in China. The team that Wittenberg has put together to find a joint venture partner has narrowed the choice down to... View Details

Keywords: Joint Ventures; Decision Choices and Conditions; Manufacturing Industry; Food and Beverage Industry; China

September 2019 (Revised June 2021)
Case

Dove and Real Beauty: Building a Brand with Purpose

By: Mark R. Kramer, Myriam Sidibe and Gunjan Veda

Unilever subsidiary Dove soap became a "brand with a purpose" and created shared value when the company decided to launch a Campaign for Real Beauty to combat the artificial media-driven stereotype of female beauty that causes appearance anxiety in women and girls... View Details

Keywords: Stereotype; Body Image; Female; Self-Esteem; Brands and Branding; Mission and Purpose; Advertising Campaigns; Gender; Resource Allocation

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

model helps measure that." The Ideal Mix When planning marketing campaigns, brand managers have a wide portfolio of weapons to draw on, including in-store merchandising, advertising, coupons and... View Details

Keywords: by Dina Gerdeman

January 2004
Background Note

Why Developers Don't Understand Why Consumers Don't Buy

By: John T. Gourville

Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details

Keywords: Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias

During times of economic turbulence, consulting, law, and accounting firms often start offering services and taking on clients they really shouldn’t, just to keep the lights on. This path is perilous. If a firm’s practices have a diffuse mix of clients and unclear... View Details

February 2003 (Revised February 2008)
Case

Singapore Inc.

By: Richard H.K. Vietor and Emily Thompson

In early 2003, Prime Minister Goh Chok Tong is assessing Singapore's development strategy--tax cutting combined with an industrial policy focused on six "clusters," including biomedical sciences. After 36 years of stupendous growth, Singapore has slowed down and faces... View Details

Keywords: Development Economics; Economic Growth; Growth and Development Strategy; Industry Clusters; Business and Government Relations; Competition; China; Singapore

February 2008
Case

EFI, Inc. (A)

By: David B. Godes and Lauren Barley

EFI has a unique sales compensation challenge. They cannot allocate sales credit for their core product to individual salespeople. So, they've historically paid the sales force as a team. This has worked out fine, since they've been a near-monopoly seller of a single... View Details

Keywords: Change Management; Compensation and Benefits; Performance Evaluation; Groups and Teams; Salesforce Management; Motivation and Incentives

There’s little doubt that how we work changed dramatically during the sudden, unexpected and extensive experiment in remote work brought on by the pandemic. Many employees, working at home, became more efficient, productive and happier; others struggled and... View Details

2017
Working Paper

International Business and Emerging Markets: A Long-Run Perspective

By: Geoffrey Jones

This working paper explores long-run patterns in the strategies of international business in developing countries. There was a massive wave of Western multinational investment in the developing world during the first wave of globalization before the 1920s. The... View Details

Keywords: Multinational Firms and Management; Developing Countries and Economies; History; Emerging Markets; Problems and Challenges

SSRN

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September 2004 (Revised January 2006)
Case

Catastrophe Bonds at Swiss Re

In 2002, Swiss Re, the world's second--largest insurance company, is considering securitizing parts of its risk portfolio in the capital markets. This would be a first for the company that, until then, had never transferred risk off its balance sheet. Peter Giessmann,... View Details

Keywords: Risk Management; Bonds; Natural Disasters; Insurance; Capital Markets; Banks and Banking; Banking Industry; Insurance Industry; Switzerland

Dennis Yao is the Lawrence E. Fouraker Professor of Business Administration and Chair of the Doctoral Programs at Harvard Business School. He joined the faculty in 2004 after having been at the Wharton School, University of Pennsylvania. From 1991-1994 he served as... View Details

Keywords: automotive; defense; federal government; high technology

October 1996 (Revised November 1996)
Case

Boston Beer Company: Samuel Adams, Brewmaster Leading a Revolution

By: Ray A. Goldberg and Mollie H. Carter

Boston Beer Co. revolutionized the beer industry by identifying and responding to a new consumer segment. Using the excess capacity in the brewing industry to establish contract brewing arrangements and an extremely capable sales force, the company opened the... View Details

Keywords: Transformation; Leadership; Product Marketing; Product Development; Production; Quality; Salesforce Management; Segmentation; Food and Beverage Industry