Testing - Publications - Faculty & Research

09 Nov 2023
Blog Post

The No. 1 Character Trait You Will Need to Succeed in Business

If you choose to pursue a career in business, I can guarantee that you will experience moments that will test you as never before. At times like those, what quality will you need more than any other? I believe that quality is courage.... View Details

19 Oct 2021
Research & Ideas

Fed Up Workers and Supply Woes: What's Next for Dollar Stores?

data. But higher costs for materials, manufacturing, shipping and trucking, and COVID safety measures, coupled with unprecedented competition for workers, are testing the endurance of retailers, especially those who rely heavily on cheap... View Details

Keywords: by Christine Pazzanese, Harvard Gazette; Retail

10 Aug 2015
Research & Ideas

New Medical Devices Get To Patients Too Slowly

Delicate Balance For nearly 80 years, the FDA has performed a delicate balancing act between getting life-saving drugs to market, and ensuring that those drugs will be safe when taken by patients. In order to serve that dual function, the FDA has drawn up sophisticated... View Details

Keywords: by Michael Blanding; Health; Technology

August 2018 (Revised October 2019)
Case

C3.ai—Driven to Succeed

By: Robert Simons and George Gonzalez

CEO Tom Siebel navigates his artificial intelligence (ai) startup through a series of pivots, market expansions, and even an elephant attack to become a leading platform ad service provider. The case describes his unusual management approach emphasizing employee... View Details

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February 2024
Module Note

Data-Driven Marketing in Retail Markets

By: Ayelet Israeli

This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details

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2015
Working Paper

Discretion in Hiring

By: Mitchell Hoffman, Lisa B. Kahn and Danielle Li

Who should make hiring decisions? We propose an empirical test for assessing whether firms should rely on hard metrics such as job test scores or grant managers discretion in making hiring decisions. We implement our test in the context of the introduction of a... View Details

Keywords: Selection and Staffing; Management Practices and Processes

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December 2011 (Revised July 2013)
Background Note

Hypothesis-Driven Entrepreneurship: The Lean Startup

By: Thomas Eisenmann, Eric Ries and Sarah Dillard

Firms that follow a hypothesis-driven approach to evaluating entrepreneurial opportunity are called "lean startups." Entrepreneurs in these startups translate their vision into falsifiable business model hypotheses, then test the hypotheses using a series of "minimum... View Details

Keywords: Entrepreneurship; Business Startups

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12 PM – 1 PM EDT, 03 Oct 2023
Webinars: Career

Tech in the Job Search: LinkedIn for Career Exploration

CPD and a former LinkedIn insider equip you with the tools and insights you need for a fruitful data-driven exploration for the next stage of your career. Learn to better engage with fellow alumni and avoid the uncertainty of blindly committing to a new path by... View Details

November 2009
Case

The Explosion of Genetic Testing: Opportunities and Challenges

By: Richard G. Hamermesh, Mara G. Aspinall and Rachel Gordon

This case study invites the reader to consider genetic testing in several different lights. First, can the business of genetic testing be considered a disruptive innovation to the current drug therapy model as defined by Harvard Business School Professor Clay... View Details

Keywords: Genetics; Health Care and Treatment; Health Testing and Trials; Disruptive Innovation; Business Model; Biotechnology Industry; Health Industry

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Educators

6 PM – 8 PM EST, 04 Feb 2016

Alumnae Circles Open House: New York

Short Description test View Details

October 2008
Case

Diagnostic Genomics

By: Regina E. Herzlinger and Mark P. Allyn

Should this gene detection firm enter the business of providing tests for the detection of genetic diseases? If so, how should it prioritize the tests it could develop? View Details

Keywords: Health Testing and Trials; Market Entry and Exit; Product Development; Genetics; Strategy; Health Industry; Medical Devices and Supplies Industry

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May 1986 (Revised July 1995)
Case

General Mills, Inc.: Yoplait Custard-Style Yogurt (A)

By: John A. Quelch

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test... View Details

Keywords: Food; Product Development; Product Marketing; Food and Beverage Industry; United States

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14 Oct 2016
Video

EverlyWell Wins 2nd Place in 2016 Alumni New Venture Competition

23 Dec 2019
Blog Post

Taking the Risk to Start a Company at Business School

you have to go ahead and take the risk. “If you don’t ever try, you won’t know. Don’t ever wait. If there is a market opportunity, run the tests and get clarity on if you should go full throttle.” After graduation, Julie continued to work... View Details

November 1983 (Revised December 1984)
Case

Frito-Lay, Inc.: Grandma's ""Ready-To-Eat"" Cookies

Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket line of Grandma's Ready-To-Eat cookies. One set of data, the Kansas City test results, was extremely encouraging;... View Details

Keywords: Product Launch; Manufacturing Industry; Food and Beverage Industry; United States

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16 Feb 2016
News

Is your child taking a test? When is the right time?

January 2007 (Revised January 2008)
Case

Charles Schwab & Co., Inc.: The "Talk to Chuck" Advertising Campaign

By: John A. Quelch

Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab in the cluttered financial services marketplace. Test market results facilitate discussion of advertising objectives,... View Details

Keywords: Advertising Campaigns; Communication Strategy; Brands and Branding; Media; Performance Evaluation; Financial Services Industry

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13 Jul 2021
News

Hate Spreads Faster on Twitter: Evidence from 44 News Outlets

March 2015 (Revised September 2016)
Case

Terrapin Laboratory

By: Richard G. Hamermesh and Joseph B. Fuller

Describes the formation and rapid growth of a drug testing company. The company needs to decide whether to enter the painkiller testing market, in addition to growing its drug treatment center business. The associated teaching materials provide students the opportunity... View Details

Keywords: Business Growth; Entrepreneurial Management; Entrepreneurship; Growth Strategy; Market Entry; Venture Capital; Growth Management; Expansion; Financing and Loans; Health Care and Treatment; Health Testing and Trials; Business Startups; Pharmaceutical Industry; Health Industry

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January 2001
Case

Abgenix and the XenoMouse

By: Robert J. Dolan

Abgenix has a unique method for generating antibodies useful in treating a number of diseases, including cancer. In early 2000, the company's cancer has performed very well in animal testing and is moving to early stage human testing. Abgenix must decide whether to... View Details

Keywords: Product Development; Marketing Strategy; Health Testing and Trials; Risk and Uncertainty; Technological Innovation; Innovation Strategy; Science-Based Business; Biotechnology Industry

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