Publications
Publications
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(4,270)
- Faculty Publications (870)
- June 2017
- Case
Harmonie Water: Refreshing the World Naturally
By: John A. Quelch and John L. Teopaco
The marketing director of Harmonie Mineral Water—the second-best selling bottled water in the world—is using findings from two project studies to assess how to establish a global brand identity for Harmonie via television advertising. He must decide what product... View Details
- June 2017
- Teaching Note
Project Sun Devil and Project Paris
By: Nori Gerardo Lietz and Alexander W. Schultz
Tony Lee is preparing to present a project to the investment committee of Howard Street Capital. He will be recommending an investment in Project Sun Devil, a high-quality 225-unit student housing rental property near Tempe, Arizona. Tony Lee will compete for capital... View Details
Keywords: General Management; Financial Analysis; Return On Assets; Accounting; Performance Measurement; Financial Ratios; Return On Equity; Financial Statements; Profitability Analysis; Portfolio Investment; Portfolio Management; Real Estate; Property; Investment Portfolio; Investment Return; Analysis; Real Estate Industry; United States
- 2019
- Chapter
Resource Allocation Theory
By: Joseph L. Bower
This article considers the process of resource allocation, whereby an organization determines how best to apportion its factors of production between the various productive activities in which it wishes to engage. It is suggested that none of the academic approaches to... View Details
Keywords: Resource Allocation
- 2017
- Working Paper
Digital Agility: The Impact of Software Portfolio Architecture on IT System Evolution
By: Alan MacCormack, Robert Lagerström, Martin Mocker and Carliss Y. Baldwin
The modern industrial firm increasingly relies on software to support its competitive position. However, the uncertain and dynamic nature of today’s global marketplace dictates that this software be continually evolved and adapted to meet new business challenges. This... View Details
- May 2017 (Revised July 2017)
- Supplement
Aadhaar: From Voluntary to Mandatory
By: Tarun Khanna, Anjali Raina and Rachna Chawla
Approximately 1.1 billion residents of India (99% of the population) had a unique biometric identity—Aadhaar—by 2017. In six years, the Unique Identification Authority of India (UIDAI) had achieved an unprecedented milestone in emerging and developed markets. The... View Details
Keywords: Entrepreneurship; Business and Government Relations; Emerging Markets; Information; Information Technology; Organizational Design; Infrastructure; Identity; Projects; Information Management; Government and Politics; Digital Platforms; Internet and the Web; Transformation; Society; Welfare; Social Issues; Private Sector; Public Sector; Information Technology Industry; Asia; India; New Delhi
- May 2017 (Revised August 2021)
- Case
Mavi: Fashioning a Path to Brand Growth
By: Jill Avery and Gamze Yucaoglu
This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales... View Details
Keywords: Brand Management; Brand Architecture; Brand Portfolio Strategy; Brand Positioning; International Expansion; Retailing; Fashion; Pricing; Fast Fashion; Emerging Economies; Brand Extension; Marketing; Marketing Strategy; Brands and Branding; Emerging Markets; Growth and Development Strategy; Expansion; Global Range; Decision Choices and Conditions; Fashion Industry; Retail Industry; Turkey; Europe; Asia
- April 2017
- Teaching Note
Basecamp: Pricing
This Teaching Note accompanies HBS No. 817-067 “Basecamp: Pricing” in which a data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture's latest version of its project management software product. View Details
- March 2017 (Revised October 2018)
- Case
Catalant: The Future of Work?
By: Thomas Eisenmann, Jeffrey F. Rayport and Christine Snively
Catalant, founded in 2013 as an online marketplace where MBAs could bid on consulting projects posted by small- to medium-sized businesses, had expanded by 2016 to provide Fortune 1000 companies with access to over 35,000 independent experts. The founders envisioned... View Details
- March 2017 (Revised February 2018)
- Case
Tequila Patrón
By: Rohit Deshpandé, Carlos Castellanos Rodríguez, Silvia Cacho-Elizondo, Samantha Rullán and Fernanda Miguel
Tequila Patrón was one of the most successful tequila marketers in the United States. Patrón needed to grow, and in Mexico, the second largest market for tequila, the brand was perceived as American. What portfolio and branding strategy would best serve Patrón to... View Details
- February 2017
- Case
Yemeksepeti: Growing and Expanding the Business Model through Data
By: William R. Kerr, Gamze Yucaoglu and Eren Kuzucu
In October 2016, Nevzat Aydin, co-founder and CEO of Yemeksepeti, the Turkish online food-ordering company, was looking over the company's quarterly results and projections for the upcoming year with his management team. It had been almost a year and a half since Aydin... View Details
Keywords: Entrepreneurial Management; Entrepreneurial Ventures; Turkey; Big Data; Customer Focused Organization; Service Management; Continuous Improvement; Data Analysis; Internet; Growth Strategy; Technological Change; Information Systems; Entrepreneurship; Corporate Strategy; Analytics and Data Science; Analysis; Customer Focus and Relationships; Emerging Markets; Service Operations; Competitive Advantage; Performance Improvement; Internet and the Web; Growth and Development Strategy; Information Technology; Value Creation; Food and Beverage Industry; Turkey
- January 2017
- Teaching Note
The Park Hotels: Revitalizing an Iconic Indian Brand
By: Jill Avery and Chekitan S. Dev
Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details
- Article
Lessons From Hollywood: A New Approach To Funding R&D
By: Gary P. Pisano and Andrew W. Lo
Companies find it increasingly difficult to justify long-term, risky R&D investments—particularly in science-based fields such as biotechnology, advanced materials, and energy. We argue in this article that the traditional venture model has limits for such investments... View Details
- December 2016
- Simulation
Venture Capital and Private Equity Game
By: Matthew Rhodes-Kropf, Josh Lerner, G. Felda Hardymon and Nathaniel Burbank
The Venture Capital and Private Equity Simulation enables groups of students to play the role of either an early or later stage private equity firm. Within the simulation, students raise funds, search for companies to invest in, complete deals, and manage a portfolio... View Details
- December 2016 (Revised April 2017)
- Case
BASF: Co-Creating Innovation (A)
By: V. Kasturi Rangan, Emilie Billaud and Vincent Dessain
In 2016, BASF's chief executive officer and chief technology officer reflected on the co-creation innovation program started almost 18 months ago as part of BASF's 150th anniversary celebration. Five hundred project ideas had been created, of which 100 had already... View Details
- November 2016
- Case
Anthony Starks at InSiL Therapeutics (A)
By: Gary Pisano and Vicki Sato
When Bruce Wayne hired Anthony Starks, he thought he had hit a home run by getting the most brilliant and passionate scientist-leader in the field to be his CSO. But a few months in, Wayne and Starks begin to clash over crucial forward-looking decisions about the... View Details
- November 2016 (Revised December 2016)
- Supplement
Anthony Starks at InSiL Therapeutics (B)
By: Vicki Sato and Gary Pisano
This case accompanies the (A) case from Anthony Starks's perspective. View Details
- November 2016 (Revised April 2017)
- Case
Basecamp: Pricing
By: Frank Cespedes and Robb Fitzsimmons
A data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture’s latest version of its project management software product. View Details
Keywords: Pricing; Entrepreneurial Management; Data Analysis; Marketing; Customer Acquisition; Customer Retention; Value Proposition; Sales Management; Product Management; Market Research; Life Time Value; Testing; Entrepreneurship; Analytics and Data Science; Customers; Value; Sales; Product Marketing; United States
- November 2016
- Article
Corporate Sustainability: First Evidence on Materiality
By: Mozaffar Khan, George Serafeim and Aaron Yoon
Using newly available materiality classifications of sustainability topics, we develop a novel dataset by hand-mapping sustainability investments classified as material for each industry into firm-specific sustainability ratings. This allows us to present new evidence... View Details
- Article
Risk Management—The Revealing Hand
By: Robert S. Kaplan and Anette Mikes
Many believe that the recent emphasis on enterprise risk management function is misguided, especially after the failure of sophisticated quantitative risk models during the global financial crisis. The concern is that top-down risk management will inhibit innovation... View Details
Keywords: Risk Management
- October 2016
- Case
Addicaid: Scaling a Digital Platform for Addiction Wellness and Recovery
By: Robert S. Huckman and Sarah Mehta
In 2013, Sam Frons founded Addicaid—a mobile application (app) that allowed people in addiction recovery to track their progress, check in with counselors, and connect with others in recovery programs. The app was grounded in cognitive behavioral therapy and used the... View Details