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      • Faculty Publications  (442)

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      • January 2014 (Revised January 2017)
      • Case

      Nivea (A)

      By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
      The case describes the efforts of Beiersdorf, a worldwide leader in the cosmetics and skin care industries, to generate and commercialize new R&D through open innovation using external crowds and "netnographic" analysis. Beiersdorf, best known for its consumer brand... View Details
      Keywords: Innovation; Innovation Management; Crowdsourcing; Big Data; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Social and Collaborative Networks; Collaborative Innovation and Invention; Analytics and Data Science; Beauty and Cosmetics Industry; Consumer Products Industry
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      Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (A)." Harvard Business School Case 614-042, January 2014. (Revised January 2017.)
      • January 2014 (Revised March 2014)
      • Case

      Ford Asia Pacific & Africa: The E-coating Facility Decision in Gujarat, India (A)

      By: Juan Alcacer and Nancy Hua Dai
      In April 2013, Ford Asia Pacific & Africa (FAPA) was examining its options for e-coating service metal parts for the Ford Customer Service Division in Sanand, Gujarat, India. Randy Creel, Director of Parts Supply & Logistics, FAPA, worked with his colleagues in the US,... View Details
      Keywords: Foreign Investment; International Business; Location Strategies; Global Strategy; Supply Chain
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      Alcacer, Juan, and Nancy Hua Dai. "Ford Asia Pacific & Africa: The E-coating Facility Decision in Gujarat, India (A)." Harvard Business School Case 914-014, January 2014. (Revised March 2014.)
      • January 2014 (Revised May 2014)
      • Case

      Tech Mahindra and the Acquisition of Satyam Computers (A)

      By: Srikant M. Datar, Anjali Raina and Namrata Arora
      Set in 2008, the case details Tech Mahindra, an information technology (IT) company within the Mahindra Group, an Indian multi-industry company with a diverse stable of businesses including automotives, farm equipment, and financial services, and its decision to... View Details
      Keywords: Acquisition; Corporate Governance; Computer Industry; India
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      Datar, Srikant M., Anjali Raina, and Namrata Arora. "Tech Mahindra and the Acquisition of Satyam Computers (A)." Harvard Business School Case 114-049, January 2014. (Revised May 2014.)
      • January 2014 (Revised December 2014)
      • Case

      GenapSys: Business Models for the Genome

      By: Richard G. Hamermesh, Joseph B. Fuller and Matthew Preble

      GenapSys, a California-based startup, was soon to release a new DNA sequencer that the company's founder, Hesaam Esfandyarpour, believed was truly revolutionary. The sequencer would be substantially less expensive—potentially costing just a few thousand dollars—and... View Details

      Keywords: DNA Sequencing; Life Sciences; Business Model; Innovation & Entrepreneurship; Health Care and Treatment; Genetics; Business Strategy; Biotechnology Industry; Pharmaceutical Industry; Technology Industry; Health Industry; Medical Devices and Supplies Industry; United States
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      Hamermesh, Richard G., Joseph B. Fuller, and Matthew Preble. "GenapSys: Business Models for the Genome." Harvard Business School Case 814-050, January 2014. (Revised December 2014.)
      • 2013
      • Tool

      Harvard Business Review's Go to Market Tools: Customer Lifetime Value

      By: Thomas Steenburgh and Jill Avery
      How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details
      Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships
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      Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
      • 2013
      • Working Paper

      How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars

      By: Isao Okada and Stephen A. Greyser

      When a Major League Baseball club signs a Japanese star player, it obviously tries to commercialize its investment in the player. The initial focus is on home attendance (ticket sales) and television audiences, plus merchandise sales. These elements are similar to... View Details

      Keywords: Commercialization; Sports; Revenue; Sports Industry; Japan; United States
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      Okada, Isao, and Stephen A. Greyser. "How Major League Baseball Clubs Have Commercialized Their Investment in Japanese Top Stars." Harvard Business School Working Paper, No. 14-029, September 2013.
      • September 2013
      • Teaching Note

      Trader Joe's

      By: David L. Ager and Michael A. Roberto
      Based on a variety of metrics, Trader Joe's ranked as one of the most successful grocers in the United States in 2013. Experts estimated that the company had the highest sales per square foot of any major grocery chain, even significantly higher than top performer... View Details
      Keywords: Comparative Advantage; Core Competencies; Growth Strategy; Strategic Positioning; Industry Analysis; Competitive Strategy; Competitive Advantage; Organizational Culture; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States
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      Ager, David L., and Michael A. Roberto. "Trader Joe's." Harvard Business School Teaching Note 714-420, September 2013.
      • September 2013 (Revised April 2014)
      • Case

      Trader Joe's

      By: David L. Ager and Michael A. Roberto
      Based on a variety of metrics, Trader Joe's ranked as one of the most successful grocers in the United States in 2013. Experts estimated that the company had the highest sales per square foot of any major grocery chain, even significantly higher than top performer... View Details
      Keywords: Core Competencies; Growth Strategy; Strategic Positioning; Industry Analysis; Competitive Strategy; Competitive Advantage; Organizational Culture; Growth and Development Strategy; Retail Industry; Food and Beverage Industry; United States
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      Ager, David L., and Michael A. Roberto. "Trader Joe's." Harvard Business School Case 714-419, September 2013. (Revised April 2014.)
      • September 2013
      • Teaching Note

      Gary Hirshberg and Stonyfield Farm

      By: Nancy F. Koehn and Nora N. Khan

      Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment and sustainability. A former... View Details

      Keywords: Development Stage Enterprises; Entrepreneurs; Experimentation; Management By Objective; Technology; Values; Leadership; Entrepreneurship; Agriculture and Agribusiness Industry; United States
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      Koehn, Nancy F., and Nora N. Khan. "Gary Hirshberg and Stonyfield Farm." Harvard Business School Teaching Note 314-019, September 2013.
      • 2019
      • Working Paper

      Managing Churn to Maximize Profits

      By: Aurelie Lemmens and Sunil Gupta
      Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability, or their responsiveness to a... View Details
      Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit
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      Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Harvard Business School Working Paper, No. 14-020, September 2013. (Revised December 2019. Forthcoming at Marketing Science.)
      • 2013
      • Working Paper

      Bank Failures and Output During the Great Depression

      By: Jeffrey Miron and Natalia Rigol
      In response to the Financial Crisis of 2008, macroeconomic policymakers employed a range of tools designed to prevent failures of large, complex financial institutions (“banks”). The Treasury and the Fed justified these actions by arguing that bank failures exacerbate... View Details
      Keywords: History; Policy; Financial Crisis; Financial Institutions; Failure
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      Miron, Jeffrey, and Natalia Rigol. "Bank Failures and Output During the Great Depression." NBER Working Paper Series, No. 19418, August 2013.
      • 2013
      • Working Paper

      Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?

      By: Clarence Lee, E. Ofek and Thomas Steenburgh
      In this paper, we study how firms offering Web services can acquire and develop an active customer base. We focus on two basic questions. First, how does the method of customer acquisition affect the way customers use the service to meet their own needs and to interact... View Details
      Keywords: Customer Engagement; Adoption Routes; Hidden Markov Models; Search; Word-of-Mouth; Digital Media; Customer Relationship Management; Internet and the Web; Mathematical Methods; Consumer Behavior; Entrepreneurship; Marketing Reference Programs; Web Services Industry
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      Lee, Clarence, E. Ofek, and Thomas Steenburgh. "Where do the Most Active Customers Originate and How Can Firms Keep Them Engaged?" Working Paper, 2013. (Revise and Resubmit at Management Science.)
      • July 2013 (Revised August 2017)
      • Case

      TaKaDu

      By: Elie Ofek and Matthew Preble
      In December 2012, Amir Peleg, founder and CEO of TaKaDu, reflected on how to position his young firm for the next fiscal year and beyond. The small Israeli startup had developed an innovative software system that used patented algorithms and statistical analysis to... View Details
      Keywords: Innovation; Customer Selection; Business Marketing; High-tech Marketing; Enterprise Resource Planning; Water Resources; Water Management; Utilities; Product Positioning; Expansion; Resource Allocation; Applications and Software; Entrepreneurship; Business Startups; Business Strategy; Innovation and Invention; Growth and Development Strategy; Utilities Industry; Australia; Israel
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      Ofek, Elie, and Matthew Preble. "TaKaDu." Harvard Business School Case 514-011, July 2013. (Revised August 2017.)
      • July 2013 (Revised January 2014)
      • Case

      Experience! The Finger Lakes: The Groupon Partnership Decision

      By: Lynda M. Applegate, Chekitan S. Dev, Gabriele Piccoli and Arnold B. Peinado
      In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New York State, was at a crossroads. The business was poised for growth, and its owners, Laura and Alan Falk, were... View Details
      Keywords: Marketing Strategy; Social Marketing; United States
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      Applegate, Lynda M., Chekitan S. Dev, Gabriele Piccoli, and Arnold B. Peinado. "Experience! The Finger Lakes: The Groupon Partnership Decision." Harvard Business School Case 814-010, July 2013. (Revised January 2014.)
      • July–August 2013
      • Article

      A Joint Model of Usage and Churn in Contractual Settings

      By: Eva Ascarza and Bruce G.S. Hardie
      As firms become more customer-centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multiperiod forecasts of customer behavior. Although a number of researchers... View Details
      Keywords: Churn; Retention; Contractual Settings; Access Services; Hidden Markov Models; RFM; Latent Variable Models; Customer Value and Value Chain; Consumer Behavior
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      Ascarza, Eva, and Bruce G.S. Hardie. "A Joint Model of Usage and Churn in Contractual Settings." Marketing Science 32, no. 4 (July–August 2013): 570–590.
      • July–August 2013
      • Article

      Building Sustainable Cities

      By: John D. Macomber
      By 2050 the number of people living in cities will have nearly doubled, to 6 billion, and the problems created by this rampant urbanization are among the most important challenges of our time. Of all resource-management issues, the author argues, water, electricity,... View Details
      Keywords: Growth Management; Urban Development; Entrepreneurship; Infrastructure; City
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      Macomber, John D. "Building Sustainable Cities." Harvard Business Review 91, nos. 7/8 (July–August 2013): 40–50.
      • 2013
      • Tool

      Harvard Business Review's Go to Market Tools: Pricing for Profit

      By: Thomas Steenburgh and Jill Avery
      What price is right? Figuring out the best price for your product or service can be nerve-wracking. Your new product launch or marketing campaign's success—perhaps even your career advancement—may hinge on the price you choose. So how do you select a price that's... View Details
      Keywords: Quantitative Analysis; Tools; Pricing; Profitability Analysis; Pricing Strategy; Marketing Strategy; Marketing
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      Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Pricing for Profit. Tool. Harvard Business Review Press, 2013. Electronic.
      • June 2013
      • Case

      Olympic Rent-A-Car U.S.: Customer Loyalty Battles

      By: John Deighton and James T. Kindley
      The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates... View Details
      Keywords: Customer Relationship Management; Competitive Strategy; Marketing; Operations; Auto Industry; Service Industry
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      Deighton, John, and James T. Kindley. "Olympic Rent-A-Car U.S.: Customer Loyalty Battles." Harvard Business School Brief Case 913-568, June 2013.
      • May 2013
      • Case

      Altius Golf and the Fighter Brand

      By: Robert J. Dolan and Sunru Yong
      Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that... View Details
      Keywords: Governing and Advisory Boards; Competitive Advantage; Decision Choices and Conditions; Distribution Channels; Sports; Financial Crisis; Brands and Branding; Segmentation; Sports Industry; Entertainment and Recreation Industry
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      Dolan, Robert J., and Sunru Yong. "Altius Golf and the Fighter Brand." Harvard Business School Brief Case 913-578, May 2013.
      • 2013
      • Tool

      Harvard Business Review's Go to Market Tools: Market Sizing

      By: Jill Avery and Thomas Steenburgh
      Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details
      Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing
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      Avery, Jill, and Thomas Steenburgh. Harvard Business Review's Go to Market Tools: Market Sizing. Tool. Boston, MA, USA: Harvard Business Review Press, 2013. Electronic.
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