Publications

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Teaching Interest

Overview

By: Jeffrey F. Rayport

Technology Entrepreneurship, Marketing Strategy, Service Management View Details

Keywords: Technological Innovation; Strategy Formulation; ＂Marketing Analytics＂; Advertising Technology; Media Content; Media And Broadcasting Industry; Media Businesses; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

Article

Advertising, the Matchmaker

By: Bharat N. Anand and Ron Shachar

We empirically study the informational role of advertising in matching consumers with products when consumers are uncertain about both observable and unobserved program attributes. Our focus is on the network television industry, in which the products are television... View Details

Keywords: Advertising; Information; Consumer Behavior; Television Entertainment; Risk and Uncertainty; Product; Decision Choices and Conditions; Advertising Industry

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July 2012
Article

iPhones for Friends, Refrigerators for Family: How Products Prime Social Networks

By: Lalin Anik and Michael I. Norton

We show that priming consumers with products associated with specific social networks increases the salience of those networks, influencing both word-of-mouth intentions and consumption. Consumers were exposed to friend- or family-related products (e.g., game consoles... View Details

Keywords: Family and Family Relationships; Product; Customers; Familiarity; Social and Collaborative Networks

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June 1997 (Revised May 1998)
Case

Exploring Brand-Person Relationships: Three Life Histories (Condensed)

The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details

Keywords: Consumer Behavior; Relationships; Brands and Branding

12 Dec 2012
Research & Ideas

Power to the People: The Unexpected Influence of Small Coalitions

environmentalists, consumer activists, women's organizations, health-care advocates, and farmers—wield great influence in areas of regulation including trade, product safety, View Details

Keywords: by Kim Girard

22 Nov 2017
News

Seven Things to Be Grateful for This Thanksgiving

Jiwoon Park

June (Jiwoon) Park is a doctoral student in Marketing at Harvard Business School.

Her research interests include consumer behavior, judgment and decision-making, and human-machine interaction (HMI). Prior to joining HBS, June received her M.S. in Marketing... View Details

October 2001 (Revised April 2002)
Case

Calgene, Inc.

By: Ray A. Goldberg and John T. Gourville

In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the... View Details

Keywords: Information Technology; Marketing Strategy; Market Entry and Exit; Product Launch; Innovation Strategy; Social Issues; Production; Problems and Challenges; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry

December 2005 (Revised August 2006)
Case

Amgen Inc.'s Epogen--Commercializing the First Biotech Blockbuster Drug

By: Felix Oberholzer-Gee and Dennis A. Yao

Amgen Inc.'s Epogen was the first biotech blockbuster drug. Epogen helped prevent anemia, a condition that leads to severe fatigue, increased risk of cardiovascular disease, and even death. At the time, the market for Epogen, which included dialysis patients and... View Details

Keywords: Health Care and Treatment; Strategic Planning; Competition; Patents; Innovation and Invention; Pharmaceutical Industry; Biotechnology Industry; United States

10 Aug 2016
Research & Ideas

Prospective Students Steer Clear of Schools Rocked by Scandal

Colleges and universities are learning what companies have known for a long time—when scandal breaks, business can take a significant hit. New research from Harvard Business School concludes that high-profile scandals on college... View Details

Keywords: by Dina Gerdeman; Education

May 2004 (Revised March 2005)
Case

Instant Messaging

By: David B. Yoffie and Deborah Freier

Explores the usage and technology of instant messaging (IM). IM enables two or more users to communicate almost instantaneously over the Internet with short, private text messages. Most IM service providers chose to remain proprietary and, therefore, a user of most IM... View Details

Keywords: Network Effects; Standards; Communication Technology; Mobile and Wireless Technology; Internet and the Web; Web Services Industry

July 1993 (Revised December 2003)
Case

Sears Auto Centers (A)

By: Lynn S. Paine and Michael Santoro

The CEO of Sears must decide how to respond to allegations that the company's auto repair division has been misleading consumers and charging them for unnecessary repairs. View Details

Keywords: Corporate Governance; Corporate Accountability; Ethics; Organizational Culture; Compensation and Benefits; Management Teams; Employees; Behavior; Motivation and Incentives; Performance Improvement; Auto Industry

24 Feb 2021
News

HBS’s Frances Frei on how to fight the ‘persistent level of anxiety’ afflicting so many of us

Emily R. McComb

Emily McComb is a Senior Lecturer in the Finance Unit at HBS, teaching "Finance 2" in the required curriculum of the MBA program, as well as a co-leader of the HBS Impact Investment Fund in the elective curriculum. Prior to joining the HBS faculty in 2017, Emily was... View Details

Keywords: financial services; health care

January 1994 (Revised February 2001)
Case

PepsiCo's Restaurants

By: Cynthia A. Montgomery

In 1992 PepsiCo is considering two opportunities to expand its restaurant business, Carts of Colorado, a $7 million manufacturer and merchandiser of mobile food carts, and California Pizza Kitchen, a $60 million chain in the casual dining segment. The discussion... View Details

Keywords: Management Systems; Organizational Structure; Opportunities; Business Strategy; Expansion; Food and Beverage Industry

12 Jul 2022
Cold Call Podcast

Can the Foodservice Distribution Industry Recover from the Pandemic?

Keywords: Re: David E. Bell; Service; Food & Beverage

March 2000 (Revised August 2000)
Case

Ethan Berman at RiskMetrics Group (A)

Ethan Berman, CEO of J.P. Morgan's risk management spinoff, has grown RiskMetrics Group (RMG) from a small team of 30 to a 70-person firm contemplating an IPO. Along the way, the consensus-based decision-making process that he espoused started to prove unwieldy; his... View Details

Keywords: Organizational Change and Adaptation; Management Style; Business Growth and Maturation; Decision Making; Service Industry; Consulting Industry

October 1990 (Revised March 1993)
Background Note

Note on Cable Television Regulation

By: Willis M. Emmons III

Examines the evolution of the U.S. cable television industry since its inception in the early 1950s. Particular emphasis is given to the roles played by technology, consumer demand, and regulation at both the local and federal level. Designed to facilitate a conceptual... View Details

Keywords: Information Technology; Demand and Consumers; Government Legislation; Business Growth and Maturation; Monopoly; Television Entertainment; Media and Broadcasting Industry; Media and Broadcasting Industry