Publications

SSRN

Using data from a prominent online platform for launching new digital products, we document that ‘sampling bias’—defined as the difference between a startup’s target customer base and the actual sample on which early ‘beta tests’ are conducted—has a systematic and... View Details

February 2011 (Revised December 2012)
Case

The Ford Fiesta

By: John Deighton and Leora Kornfeld

Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details

Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry

May 1991 (Revised May 2001)
Case

Pinkerton (A)

A California based security guard firm considers the acquisition of another security guard company. The value of the target firm and the financing of the acquisition are the key issues. View Details

Keywords: Valuation; Financing and Loans; Acquisition; Service Industry; California

04 Oct 2016
Blog Post

The Peek Weekend Stem Cohort Experience

That’s for consultants and bankers” I think HBS intentionally targets Peek to STEM majors who never saw themselves going to business school, and that’s the beauty of it. You don’t realize what you could do until you push yourself to try... View Details

April 2023
Case

Strive Asset Management

By: Suraj Srinivasan, Lynn S. Paine and Aldo Sesia

Strive Asset Management, which launched in 2022, was actively targeting several leading U.S. companies in the upcoming 2023 proxy voting season to stop acquiescing to those large asset managers and other institutional shareholders who were pressing those companies to... View Details

Keywords: ESG; Shareholder Activism; Asset Management; Investment Funds; Corporate Governance; Risk Management; Climate Change; Diversity; Equity; Financial Services Industry; United States

February 2011 (Revised March 2021)
Case

Hindustan Unilever's 'Pureit' Water Purifier

By: V. Kasturi Rangan and Mona Sinha

The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the... View Details

Keywords: Multinational Firms and Management; Marketing Strategy; Product Launch; Product Development; Social Enterprise; Competitive Strategy; India

Article

Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness

By: Tami Kim, Kate Barasz and Leslie K. John

Given the increasingly specific ways marketers can target ads, many consumers and regulators are demanding ad transparency: disclosure of how consumers’ personal information was used to generate ads. We investigate how and why ad transparency impacts ad effectiveness.... View Details

Keywords: Digital Marketing; Customization and Personalization; Information; Trust; Performance Effectiveness

August 2005 (Revised September 2006)
Case

Polyphonic HMI: Mixing Music and Math

By: Anita Elberse, Jehoshua Eliashberg and Julian Villanueva

In 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value for music businesses. The technology, referred to as Hit Song Science (HSS), analyzed the mathematical... View Details

Keywords: Forecasting and Prediction; Music Entertainment; Business History; Leadership; Marketing Strategy; Strategic Planning; Problems and Challenges; Mathematical Methods; Entertainment and Recreation Industry

10 Apr 2018
News

'More than 600 apps had access to my iPhone data'

20 Aug 2018
Video

Test: Partner With a Harvard Business School Club

9 AM – 9 AM EDT, 09 May 2018
HBS Online

HBX Leading with Finance

Leading with Finance helps you build an intuitive understanding of finance to better communicate with key stakeholders and grow your career. Target audience: HBS alumni and colleagues; recommend to someone from your professional or personal network. Program Dates: May... View Details

January 1983 (Revised February 1988)
Case

Hospital Corp. of America (A)

By: W. Carl Kester

HCAs ratio of debt to total capital is approaching 70%, jeopardizing its single-A bond rating. Students must determine an appropriate target debt ratio for HCA in light of its growth objectives, its acquisition strategy and its changing regulatory environment. View Details

Keywords: Situation or Environment; Capital Structure; Health Care and Treatment; Borrowing and Debt; Health Industry; Tennessee

March 2005 (Revised May 2005)
Background Note

Even Bigger Change: A Framework for Getting Started at Changing the World

By: Rosabeth M. Kanter

Presents a framework for leading change in institutions or society, showing leaders how to manage political, economic, or social change by mapping their targets (policy, programs, or people/culture) and choice of action vehicle (single organizations or coalitions of... View Details

Keywords: Change Management; Leading Change; Society

September 2010 (Revised February 2011)
Case

Red Lobster

By: David E. Bell and Jason Riis

Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over... View Details

Keywords: Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry

October 2020
Article

The Elasticity of Science

By: Kyle Myers

This paper identifies the degree to which scientists are willing to change the direction of their work in exchange for resources. Data from the National Institutes of Health are used to estimate how scientists respond to targeted funding opportunities. Inducing a... View Details

Keywords: Scientists; Funding; Research; Change

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October 2012
Article

The Effect of Reference Point Prices on Mergers and Acquisitions

By: Malcolm Baker, Xin Pan and Jeffrey Wurgler

Prior stock price peaks of targets affect several aspects of merger and acquisition activity. Offer prices are biased toward recent peak prices although they are economically unremarkable. An offer's probability of acceptance jumps discontinuously when it exceeds a... View Details

Keywords: Mergers and Acquisitions; Stocks; Price; Valuation; Negotiation

2009
Other Unpublished Work

Bridge Building in Venture Capital-Backed Acquisitions

By: Paul A. Gompers and Yuhai Xuan

We study the role of common venture capital investors in alleviating asymmetric information between public acquirers and private venture capital-backed targets. We find that acquisition announcement returns are more positive for acquisitions in which both the target... View Details

Keywords: Mergers and Acquisitions; Venture Capital; Private Equity; Knowledge Sharing; Market Transactions

1996
Article

Limits on Interest Rate Rules in the IS Model

By: William R. Kerr and Robert G. King

There has been a substantial amount of research on interest rate rules. This literature finds that the feasibility and desirability of interest rate rules depends on the structure of the model used to approximate macroeconomic reality. We employ a series of... View Details

Keywords: Inflation and Deflation; Macroeconomics; Interest Rates; Price; Governing Rules, Regulations, and Reforms; Performance Expectations