Publications

Kris Ferreira is the Edgerley Family Associate Professor of Business Administration in the Technology and Operations Management (TOM) Unit. She teaches the Supply Chain Management course in the MBA elective curriculum and analytics in numerous Executive Education... View Details

Keywords: retailing

January 1995 (Revised September 1997)
Case

TV Guide (B)

By: Jeffrey F. Rayport

TV Guide, the nation's most profitable and largest magazine, attempts entry into the world of electronic publishing. The crux of TV Guide's strategy is to transform the magazine's content into a centralized database that can be accessed by new businesses, like... View Details

Keywords: Market Entry and Exit; Service Delivery; Information Technology; Marketing; Information Publishing; Service Industry; Publishing Industry

16 May 2000
Research & Ideas

Getting the Message: How the Internet is Changing Advertising

get these reports immediately, so you can actually fine-tune an online campaign in real time." Law is the cofounder of Russell Reynolds Global Internet Practice. He previously served as founder and CEO of an interactive brand View Details

Keywords: by Susan Young

Program

Creating Brand Value

nurture relationships and create value for both consumers and your business. Key Benefits Through real-life examples of how B2C companies and their marketers are creating brand value, you will expand your understanding of today's branding... View Details

August 2021 (Revised March 2022)
Case

Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

By: Jill Avery and Rayan Nahas

Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales... View Details

February 2025
Article

Estimating Models of Supply and Demand: Instruments and Covariance Restrictions

By: Alexander MacKay and Nathan H. Miller

We consider the identification of empirical models of supply and demand with imperfect competition. We show that a restriction on the covariance between unobserved demand and cost shocks can resolve endogeneity and identify the price parameter. We demonstrate how to... View Details

Keywords: Demand Estimation; Identification; Endogeneity Bias; Covariance Restrictions; Ordinary Least Squares; Instrumental Variables; Price; Demand and Consumers; Competition

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December 2018
Article

Reserve Design: Unintended Consequences and the Demise of Boston's Walk Zones

By: Umut Dur, Scott Duke Kominers, Parag A. Pathak and Tayfun Sönmez

Admissions policies often use reserves to grant certain applicants higher priority for some (but not all) available seats. Boston’s school choice system, for example, reserved half of each school’s seats for local neighborhood applicants while leaving the other half... View Details

Keywords: Neighborhoods; Equal Access; School Choice; Affirmative Action; Desegregation; Marketplace Matching; Fairness; Local Range; Education; Policy

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March 2016
Teaching Note

Advanced Leadership Pathways: Laurent Adamowicz and Bon'App

By: Rosabeth Moss Kanter, Tessa Natanay Hamilton and Ai-Ling Jamila Malone

After a successful career as Chairman and CEO of Paris-based luxury food company, Fauchon, Laurent Adamowicz sought to provide a solution to a large scale complex problem. Ultimately, Adamowicz created a mobile application to provide consumers with more accessible and... View Details

Keywords: Leadership; Change Management; Social Entrepreneurship; Nutrition; Business and Community Relations

January 2018 (Revised September 2023)
Case

Giving Birth to Ovia Health

By: Jeffrey J. Bussgang and Julia Kelley

In late 2016, Paris Wallace, the CEO of Ovia Health, and the rest of the company’s co-founders faced a difficult decision about the best way to grow Ovia Health’s revenue. Founded in 2012, Ovia Health specialized in mobile and web applications in the women’s health... View Details

Keywords: Entrepreneurship; Growth and Development Strategy; Market Entry and Exit; Health Care and Treatment; Health Industry

April 2021
Case

Transforming BlackBerry: From Smartphones to Software

By: Ranjay Gulati and Nicole Tempest Keller

On the verge of failure, BlackBerry brought in John Chen as CEO in 2013 to orchestrate a bold turnaround of the company. Once an iconic leader in the smartphone market, BlackBerry was best known for its tactile QWERTY keyboard, strong security, and a focus on business... View Details

Keywords: Pivot; Managing Change; Turnaround; Smartphone; Change Management; Leading Change; Transformation; Organizational Change and Adaptation; Digital Platforms; Change; Information Infrastructure; Applications and Software; Competitive Strategy; Cybersecurity; Technology Industry; Transportation Industry; Canada

July–August 2024
Article

Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals

By: Ta-Wei Huang and Eva Ascarza

Firms are increasingly interested in developing targeted interventions for customers with the best response, which requires identifying differences in customer sensitivity, typically through the conditional average treatment effect (CATE) estimation. In theory, to... View Details

Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing Strategy

January 2023 (Revised December 2023)
Case

OhmConnect: Energizing the Future

By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller

Founded in 2013, OhmConnect was a free consumer web app that alerted customers about peak hours of electricity demand, and paid them to lower their energy use at home during these periods. The company sold the aggregated reductions generated by thousands of households... View Details

Keywords: App Development; Renewable Energy; Electricity Usage; Regulations; VC; Technology; Customer Acquisition Cost (CAC); Scalability; Applications and Software; Growth and Development Strategy; Governing Rules, Regulations, and Reforms; Business Model; Venture Capital; Energy Industry; United States; California; Texas; Europe

02 Feb 2016
News

Hiring Star Salespeople Isn’t the Best Way to Grow

August 2003 (Revised September 2003)
Case

Tower Software

Tower Software (TS) is a publicly traded corporation engaged in multiple facets of the computer software business. Its flagship product, TS SERVE, is a successful proprietary network operating system. TS also develops and sells applications software for word... View Details

Keywords: Applications and Software; Product Launch; Web Services Industry; Information Technology Industry

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Research Summary

Overview

By: Mark L. Egan

When considering how households make investment decisions, Professor Egan became intrigued by the question, “What makes a bank ‘special’ when compared to other lending institutions?” Focusing on empirical industrial organization with applications to finance and... View Details

Clayton S. Rose

Clayton Rose is Baker Foundation Professor of Management Practice. He currently teaches the course Accountability in the Advanced Management Program. His research is focused on the how leaders can manage the challenges created by the intense, varied and often... View Details

Keywords: financial services

December 1997 (Revised April 1998)
Case

www.springs.com

By: F. Warren McFarlan and Melissa Dailey

Business Week's June 1997 "Rising Star" profile of Springs Industries' president and COO, Crandall Bowles, reported that she was poised to become one of the top two or three women executives in the country. In November 1997, the company announced Bowles' appointment to... View Details

Keywords: Information Technology; Operations; Product Marketing; Management; Strategy; Consumer Products Industry; South Carolina

December 2021
Case

Burning Glass Technologies: From Data to Product

By: Suraj Srinivasan and Amy Klopfenstein

In May 2021, Matt Sigelman, CEO of Burning Glass Technologies, a company that provided labor market analytics for a variety of markets, navigates his company’s transition from data company to product company. Burning Glass originated as a service that used artificial... View Details