Publications

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2018
Working Paper

Learning to Become a Taste Expert

By: Kathryn A. Latour and John A. Deighton

Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details

Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception

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12 Apr 2011
First Look

First Look: April 12

Abstract This book presents new research on the historical impact of globalization on Argentina and Chile. The authors focus on the role of entrepreneurs and firms. The Role of Venture Capitalists in the Acquisition of Private Companies Authors: Paul View Details

Keywords: Sean Silverthorne

April 2000 (Revised June 2001)
Case

DoubleClick Buys Abacus (A)

By: John A. Deighton

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details

Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry

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November 2014 (Revised May 2017)
Teaching Note

Fresno's Social Impact Bond for Asthma

By: John A. Quelch

The case desccribes a social impact bond (SIB) to fund home-based remediation programs designed to reduce asthma attacks among Fresno residents (especially children) and thereby save on health care costs (ambulance callouts, emergency room visits etc.). The case... View Details

Keywords: Programs; Social Issues; Investment Return; Health Care and Treatment; Health Industry; California

May 2016 (Revised April 2019)
Case

Legendary Entertainment: Moneyball for Motion Pictures

By: John A. Deighton and Leora Kornfeld

Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and... View Details

Keywords: ＂Marketing Analytics＂; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Entertainment and Recreation Industry

25 Oct 2016
First Look

October 25, 2016

New York: Springer Building a Culture of Health: A New Imperative for Business By: Quelch, John A., and Emily C. Boudreau Abstract—This ambitious volume sets out to understand how every company impacts public health and introduces a... View Details

Keywords: Sean Silverthorne

22 Mar 2011
First Look

First Look: March 22

and overly restricting access to credit and consumer choice. Nicolas Retsinas, Eric Belsky, and their colleagues aim to stimulate debate based on analysis of the opportunities and challenges presented by the various components of global... View Details

Keywords: Sean Silverthorne

30 Jan 2018
First Look

January 30, 2018

practice related to AI in developing countries. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52296 December 2017 Journal of Advertising Research Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of... View Details

Keywords: Sean Silverthorne

August 23, 2018
Article

Using a New EHR System to Increase Patient Engagement, Improve Efficiency, and Decrease Cost

By: Katy French, Barbra Bryce Speer, Alexis B. Guzman, Tayab Andrabi, Iris Recinos, Keith A. Shook, James R. Incalcaterra, John C. Frenzel and Thomas W. Feeley

Patients and providers are frustrated with seemingly endless data entry. We used our patients’ vested interest in their own health care by actively engaging them in the entry of their own medical information into the EHR. Prior to the implementation of the new EHR we... View Details

Keywords: Health Care and Treatment; Analytics and Data Science; Performance Efficiency; Cost Management

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March 2014
Teaching Note

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Research Summary

Anonymity and Identity

By: John A. Deighton

In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of... View Details

Keywords: Privacy; Anonymity

14 Dec 2010
First Look

First Look: Dec. 14

addresses a decision to replace salesmen netbook PCs with iPhones, including converting the company's sales and customer applications to the iPhone platform. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/911413-PDF-ENG Hikma Pharmaceuticals (B) View Details

Keywords: Sean Silverthorne

September 2014 (Revised November 2014)
Case

Marketing Marijuana in Colorado

By: John A. Quelch and David Lane

Colorado's 2014 legalization of marijuana for adult recreational (not just medical) use created a new market that entrepreneurs rushed to enter, channeled by regulations that aimed to minimize marijuana's access to minors while not stifling the emergent new industry.... View Details

Keywords: Public Health; Regulation; Marijuana; Plant-Based Agribusiness; Public Sector; Entrepreneurship; Health Care and Treatment; Agriculture and Agribusiness Industry; Health Industry; Colorado

September 1993 (Revised June 2009)
Case

Mary Kay Cosmetics: Asian Market Entry (A)

By: John A. Quelch

In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc. products had been sold outside the United States for over 15 years, but by... View Details

Keywords: Globalized Firms and Management; Market Entry and Exit; Operations; Sales; Beauty and Cosmetics Industry; Asia

12 Oct 2011
First Look

First Look: October 12

Author:Sophus A. Reinert Publication:Harvard University Press, 2011 An abstract is unavailable at this time. Publisher's Link: http://www.hup.harvard.edu/catalog.php?recid=31289 The Return Experience of Hedge Fund Investors Authors:Ilia... View Details

Keywords: Sean Silverthorne

August 2002 (Revised February 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 2

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

August 2002 (Revised January 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 1

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details

Keywords: Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry