Publications

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Article

Capturing Value from Intellectual Property (IP) in a Global Environment

By: Juan Alcácer, Karin Beukel and Bruno Cassiman

Globalization should provide firms with an opportunity to leverage their know-how and reputation across countries to create value. However, it remains challenging for them to actually capture that value using traditional Intellectual Property (IP) tools. In this paper,... View Details

Keywords: Appropriation Strategy; Counterfeit; Intellectual Property Rights; Litigation; Value Capturing; Intellectual Property; Rights; Value; Lawsuits and Litigation; Global Range; Situation or Environment

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April 2017
Case

Luminopia: Improving Treatment for Visual Disorders

By: Doug J. Chung and Sarah Mehta

Luminopia—a start-up founded in January 2016 by three Harvard College freshmen—uses virtual reality technology to treat amblyopia (more commonly called “lazy eye”), the single biggest cause of visual disorders among children. By February 2017, the three founders had... View Details

Keywords: Pricing; Virtual Reality; Startup; Marketing; Marketing Channels; Product Marketing; Product Launch; Product Positioning; Business Startups; Price; Medical Devices and Supplies Industry; Cambridge; Massachusetts; United States

02 Jan 2024
Research & Ideas

10 Trends to Watch in 2024

The lightning-fast ascent of generative AI isn’t the only sea change on the horizon for businesses in the new year. The global economy is in flux as war, climate change, trade issues, and infrastructure problems demand attention. Many companies continue to struggle to... View Details

Keywords: by Rachel Layne

14 Jul 2009
First Look

First Look: July 14

to avoid intense price competition for the larger segment. A firm that conducts market research may therefore invest less in R&D and earn lower post-launch profits than a rival that has forgone such research. Backlash to Arbitration:... View Details

Keywords: Martha Lagace

June 2011
Case

Fighting a Dangerous Financial Fire: The Federal Response to the Crisis of 2007-2009

By: David Moss and Cole Bolton

By the summer of 2009, many observers concluded that a catastrophic financial collapse- which seemed all but imminent the previous fall and winter - had been averted. Although the recession had still yet to be declared over and the economy's footing remained far from... View Details

Keywords: Business Cycles; Economic Slowdown and Stagnation; Financial Crisis; Financial Institutions; Financial Markets; Financial Strategy; Policy; Knowledge Acquisition

March 2012
Article

The New Science of Viral Ads

By: Thales Teixeira

It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details

Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment

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02 Apr 2019
First Look

New Research and Ideas, April 2, 2019

are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a... View Details

Keywords: Dina Gerdeman

17 May 2017
Research & Ideas

Minorities Who 'Whiten' Job Resumes Get More Interviews

opportunity to recognize this issue as a pinch point, so they can do something about it.” DeCelles co-authored a September 2016 article about the two-year study in Administrative Science Quarterly called Whitened Resumes: Race and Self-Presentation in the Labor View Details

Keywords: by Dina Gerdeman

20 Jan 2012
Working Paper Summaries

Income Inequality and Social Preferences for Redistribution and Compensation Differentials

Keywords: by William R. Kerr

13 Jun 2017
Research & Ideas

Why Global Investments Are Still a Good Bet

investors, it’s a different story. Since they are more exposed to transitory changes in market value, they are less able to ride out those discount shocks caused by investor sentiment. “If you have to... View Details

Keywords: by Michael Blanding; Financial Services

September 2006 (Revised December 2007)
Case

Go Red For Women: Raising Heart Health Awareness

By: V. Kasturi Rangan and Marie Bell

In 2003, the $654 million American Heart Association (AHA) approached Cone, Inc. (a brand and communications agency) to develop a corporate sponsorship strategy that would raise $75 million over three years. Within 12 months, the AHA launched the highly successful Go... View Details

Keywords: Philanthropy and Charitable Giving; Marketing Communications; Social Marketing; Nonprofit Organizations; Social and Collaborative Networks

24 Feb 2015
First Look

First Look: February 24

resistance to their lobbying activities from the general public. These areas are known as "thin political markets" to distinguish them from more vibrant and competitive "thick" political processes (e.g., healthcare regulation). This book develops... View Details

Keywords: Sean Silverthorne

June 2019 (Revised February 2020)
Case

Eric Hawkins Leading Agile Teams @ Digitally-Born AppFolio (A)

By: Tsedal Neeley, Paul Leonardi and Michael Norris

Eric Hawkins, director of engineering at AppFolio—a digital technology firm that offered cloud-based business software to small and medium sized companies—was shocked by an unusual request from his senior leadership team. Could Hawkins and one of his agile teams build... View Details

Keywords: Values; Agile; Vision; Corporate Culture; Leadership; Values and Beliefs; Organizational Culture; Decision Choices and Conditions; Digital Transformation; Technology Industry; United States; California

Article

Management Practices, Relational Contracts and the Decline of General Motors

By: Susan Helper and Rebecca Henderson

General Motors was once regarded as one of the best managed and most successful firms in the world, but between 1980 and 2009 its share of the U.S. market fell from 62.6% to 19.8%, and in 2009 the firm went bankrupt. In this paper we argue that the conventional... View Details

Keywords: Organizational Design; Management Practices and Processes; Insolvency and Bankruptcy; Manufacturing Industry; Auto Industry; United States

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21 Nov 2023
Research & Ideas

Employee Negativity Is Like Wildfire. Manage It Before It Spreads.

reconstruing. Repurposing involves reframing the circumstances that are causing the negative emotions in a more positive light, also known as looking at the bright side. One way to think of repurposing is like a mental “making lemonade... View Details

Keywords: by Kristen Senz

September 2020
Case

Merck: COVID-19 Vaccines

By: Willy C. Shih

COVID-19 infections were still climbing across the U.S. and many other parts of the world in September 2020, and it seemed that every time Ken Frazier, the CEO of Merck & Co. consented to an interview in recent months he always seemed to hear the same question,... View Details

Keywords: Vaccines; COVID-19 Pandemic; Health Pandemics; Health Testing and Trials; Innovation and Management; Innovation Strategy; Technological Innovation; Business Strategy; Product Launch; Pharmaceutical Industry