Publications
Publications
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(3,136)
- Faculty Publications (517)
- 2013
- Tool
Harvard Business Review's Go to Market Tools: Market Sizing
By: Jill Avery and Thomas Steenburgh
Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details
- April 2013 (Revised October 2013)
- Case
National Instruments
By: Lynda M. Applegate, Keri Pearlson and Natalie Kindred
This case explores the use of social media to support product design, customer support, marketing and HR activities at National Instruments (NI). Based in Austin, Texas, with over $1 billion in 2011 sales, NI designs, produces, and sells software and hardware platforms... View Details
- February 2013 (Revised February 2017)
- Case
Iz-Lynn Chan at Far East Organization
By: Linda A. Hill, Anthony J. Mayo and Dana M. Teppert
Iz-Lynn Chan, assistant director of retail business group and service quality and vice president of Far East retail consultancy for Far East Organization, a private real estate developer group in Singapore, raises service standards in the company's hospitality... View Details
- 2013
- Working Paper
Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising
By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
- January 2013
- Case
Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)
By: Frances X. Frei and Robin J. Ely
On July 17, 2009, Zappos.com, a privately-held online retailer of shoes, clothing, and other soft-line retail categories, learned that Amazon.com, a $19 billion multinational online retailer, had won its Board of Directors' approval to offer to merge the two companies.... View Details
- December 2012 (Revised April 2013)
- Case
Greencore
By: David E. Bell and Natalie Kindred
Patrick Coveney, CEO of Greencore, one of the top producers of private label prepared foods sold through UK grocery retailers, was assessing Greencore's growth options. Growth potential was limited in the UK, a mature market in which retailers were unlikely to grant... View Details
- November 2012
- Teaching Note
Groupon (TN)
By: Sunil Gupta, Ray Weaver and Yien Hao Lock
On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details
- November 2012
- Case
The Universalization of L'Oréal
By: Rajiv Lal and Carin-Isabel Knoop
In 2010, half of the world's cosmetics sales came from the so-called emerging markets for the first time; L'Oréal opened three new subsidiaries, in Egypt, Pakistan, and Kazakhstan; and the Paris, France-based cosmetics and personal care powerhouse declared its... View Details
- 2012
- Working Paper
Risky Business: The Impact of Property Rights on Investment and Revenue in the Film Industry
By: Venkat Kuppuswamy and Carliss Y. Baldwin
Our paper tests a key prediction of property rights theory, specifically, that agents will respond to marginal incentives embedded in property rights when making non-contractible, revenue-enhancing investments (Grossman and Hart, 1986; Hart and Moore, 1990). Using rich... View Details
- August 2012
- Case
Polar Sports, Inc.
By: W. Carl Kester and Wei Wang
Polar Sports, Inc. is a fashion skiwear manufacturing company in Littleton, Colorado. The company has a unique design for skiwear using a special synthetic material that improves insulation and durability. The ski apparel industry is highly competitive and the best way... View Details
- July 2012
- Article
The IKEA Effect: When Labor Leads to Love
By: Michael I. Norton, Daniel Mochon and Dan Ariely
In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect—the increase in valuation of self-made products. Participants saw their amateurish creations as... View Details
- June 2012
- Article
Pricing to Create Shared Value
By: Marco Bertini and John T. Gourville
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that... View Details
- May 2012
- Case
Quietly Brilliant: Transformational Change at HTC
By: Michael L. Tushman and Kerry Herman
The case examines smartphone maker HTC's 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market... View Details
- May 2012 (Revised August 2012)
- Case
Apple Inc. in 2012
By: David B. Yoffie and Penelope Rossano
On October 5, 2011, Steve Jobs tragically died of cancer. The recently retired CEO of Apple Inc. was a legend: he had changed Apple from a company near bankruptcy to one of the largest and most profitable companies in the world. Moreover, he had revolutionized several... View Details
Keywords: Competition; Market Positioning; Strategic Planning; Technology; Computer Industry; Strategy Implementation; Consumer Electronics; Telecommunications; Information Infrastructure; Innovation and Invention; Competitive Strategy; Leadership; Product Positioning; Telecommunications Industry; Consumer Products Industry; Electronics Industry
- April 2012
- Article
Broadening Focus: Spillovers, Complementarities and Specialization in the Hospital Industry
By: Jonathan R. Clark and Robert S. Huckman
The long-standing argument that focused operations outperform others stands in contrast to claims about the benefits of broader operational scope. The performance benefits of focus are typically attributed to reduced complexity, lower uncertainty, and the development... View Details
- March 2012
- Article
China's Growing IT Services and Software Industry: Challenges and Implications
By: F. Warren McFarlan, Ning Jia and Justin Wong
The Chinese management software and IT services industry has grown dramatically over the past two decades and today is about the size of the Indian industry a decade ago. The objective of this article is to help CIOs in firms outside of China better understand the... View Details
- February 2012 (Revised August 2013)
- Case
What's the Deal with LivingSocial?
By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini
Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details
- December 2011 (Revised April 2013)
- Case
Brasil Foods
By: David E. Bell and Natalie Kindred
In mid-2011, the management of Brasil Foods, a leading Brazilian branded foods producer and protein exporter, is evaluating strategies for international and domestic growth. The team has just received approval from Brazil's antitrust authorities to complete the merger... View Details
- December 2011
- Article
Data Impediments to Empirical Work on Health Insurance Markets
By: Leemore S. Dafny, David Dranove, Frank Limbrock and Fiona Scott Morton
We compare four datasets that researchers might use to study competition in the health insurance industry. We show that the two datasets most commonly used to estimate market concentration differ considerably from each other (both in levels and in changes over time),... View Details
- December 2011
- Article
Platform Envelopment
By: Thomas R. Eisenmann, Geoffrey Parker and Marshall Van Alstyne
Due to network effects and switching costs in platform markets, entrants generally must offer revolutionary functionality. We explore a second entry path that does not rely upon Schumpeterian innovation: platform envelopment. Through envelopment, a provider in one... View Details