Publications

09 May 2012
Research & Ideas

Clayton Christensen’s “How Will You Measure Your Life?”

called Netflix emerged in the 1990s with a novel idea: rather than make people go to the video store, why don't we mail DVDs to them? Netflix's business model made profit in just the opposite way to Blockbuster's. Netflix customers paid a... View Details

01 Nov 2011
First Look

First Look: Nov. 1

Advocates claim that such a mechanism would level the playing field, whereas opponents argue that such a tariff is anti-competitive. This paper analyzes how carbon tariffs affect technology choice, regional competitiveness, and global emissions through a View Details

Keywords: Sean Silverthorne

October 2012
Case

Riding the Wave of Technological Change at RE/MAX, LLC.

By: Lynda M. Applegate, Ramiro Montealegre and Jeffrey Sweeney

David Liniger, cofounder of RE/MAX, LLC., wondered if his business was prepared to exploit the next wave of business opportunities in the real estate market. This industry had moved from one in which broker/owners controlled all of the consumers' access to information,... View Details

Keywords: General Management; Business Strategy; Entrepreneurship; Business Model; Information Technology; Transformation; Organizational Change and Adaptation

Web

Marketing - Faculty & Research

and interactive marketing, sales management and return on marketing investment. Some of our faculty specializes in specific industries such as retailing, agribusiness, social enterprise, media, arts and entertainment. There are several... View Details

20 Nov 2012
First Look

First Look: November 20

advertising agency services and the slow pace of change over several decades. We model an agency's decision as a tradeoff between the fixed cost to the advertiser of establishing a relationship with an agency and pecuniary economies of... View Details

Keywords: Sean Silverthorne

17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

subconscious biases and attempt to get them to view certain prices as attractive and fair. The tactics range from offering tiered pricing options to old standby sales techniques, such as buy one, get one free. “Perceptions matter, so... View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

14 Feb 2017
First Look

First Look at New Research: February 14

be incompatible with the recurring sales model DataXu wanted to implement. Will DataXu need to change its sales organization, pricing approach, or hiring criteria to sell the... View Details

Keywords: Sean Silverthorne

Program

Leading and Building a Culture of Innovation

chief technology officers, chief information officers, and chief HR executives Leaders from corporate strategy, finance, legal, human resources, marketing, manufacturing, customer service, and sales Individuals and teams are welcome to... View Details

September 2003 (Revised May 2006)
Case

Eyeblaster: Enabling the Next Generation of Online Advertising

By: Elie Ofek

Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting... View Details

Keywords: Business Model; Marketing Strategy; Market Entry and Exit; Performance Evaluation; Digital Marketing; Growth and Development Strategy

23 Nov 1999
Research & Ideas

What’s Your Strategy for Managing Knowledge?

worked on a manufacturing project in this one. He knew other Ernst & Young teams had, however, so he searched the electronic knowledge management repository for relevant knowledge. For help with the sales process, he found and used... View Details

Keywords: by Morten T. Hansen, Nitin Nohria & Thomas Tierney; Consulting

13 Dec 2011
First Look

First Look: Dec. 13

company's superior productivity and market share gain in Brazil's cosmetics, fragrances, and toiletries (CF&T) industry. By 2009, Natura's direct sales business model generated income for over 1 million... View Details

Keywords: Sean Silverthorne

August 2022
Exercise

Joy4Home Brands: Pricing Matters

By: Elie Ofek, Oded Koenigsberg and Marco Bertini

Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While... View Details

Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry

20 Aug 2013
First Look

First Look: August 20

Publications August 2013 Marketing Science Do Bonuses Enhance Sales Productivity? A Dynamic Structural Analysis of Bonus-Based Compensation Plans By: Chung, Doug J., Thomas Steenburgh, and K. Sudhir Abstract—We estimate a dynamic... View Details

Keywords: Anna Secino

Web

Courses - Entrepreneurship

for making those decisions. We will also introduce a range of specific tools—including business model design, lean testing, and customer and channel analytics—that are particularly relevant to entrepreneurs, as well as introduce students... View Details

22 Feb 2024
Research & Ideas

How to Make AI 'Forget' All the Private Data It Shouldn't Have

A company might take an OpenAI model and fine-tune it, that is, customize it using their proprietary data as a company, and then you start providing your model for sale to... View Details

Keywords: by Rachel Layne; Technology; Information Technology

Web

Great American Business Leaders of the 20th Century - Leadership

9 million (largest number since first decade) Baby boomers age Hispanics become fastest-growing minority Population grows from 250 million to 281 million Influence: Medium-High 1900 19 Model T Plastic Safety razor Widespread use of steam... View Details

August 1997
Case

Orbital Sciences Corporation: ORBCOMM

By: Das Narayandas and John A. Quelch

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry