Publications

07 Jun 2016
Op-Ed

Can Brand Trump Win a Presidency?

lifestyle, these other products can add brand value and, being produced by others under license, they deliver some extra profit to the Trump organization. "In the world of representative democracy, you have to be the market share... View Details

Keywords: by John A. Quelch; Advertising; Media & Broadcasting

Jorge Tamayo

Jorge Tamayo is an assistant professor of business administration in the Strategy Unit. He teaches the Strategy course in the MBA required curriculum.

Professor Tamayo is an applied microeconomist primarily interested in industrial organization and... View Details

June 2013 (Revised August 2020)
Case

Bonnie Road

By: Arthur I Segel, John H. Vogel, Jr. and Lisa Strope

Victor Alexander was intrigued by the packet of papers that lay in front of him. The papers comprised a brochure that Garden State Bank had put together in an effort to sell the Bonnie Road Distribution Center in Somerset, New Jersey, for $9.7 million. It was April... View Details

Keywords: Real Estate; Investment; Acquisition; Buildings and Facilities; Property; Partners and Partnerships; Decision Choices and Conditions; Distribution Industry; Real Estate Industry; Texas

Web

PhD Programs - Doctoral

program has four areas of study: Accounting and Management , Marketing , Strategy , and Technology and Operations Management . All areas of study involve roughly two years of coursework culminating in a field exam. The remaining years of... View Details

Program

Creating Brand Value

nurture relationships and create value for both consumers and your business. Key Benefits Through real-life examples of how B2C companies and their marketers are creating brand value, you will expand your understanding of today's branding... View Details

March 1994
Case

Materials Technology Corp.

By: Clayton M. Christensen

Materials Technology Corp. (MTC) is an MIT-based start-up company that identified an initial product market for its advanced materials-processing technology using conventional market research techniques. While pursuing that market--advanced microelectronic... View Details

Keywords: Marketing Strategy; Technology; Markets; Product Development; Innovation and Management; Electronics Industry; Computer Industry; United States

August 2020 (Revised November 2020)
Case

Gogoro: From Electric Scooter to Energy Platform

By: Tarun Khanna and Billy Chan

The founder of Gogoro had always wanted to revolutionize the energy market from day one since he started the electric scooter business that featured an innovative battery swapping technology. Over the course of five years, he had developed a premium line of electric... View Details

Keywords: Entrepreneurship; Information Technology; Energy; Organizational Change and Adaptation; Strategy; Taiwan

2019
Chapter

Network Effects

By: Andrei Hagiu and David B. Yoffie

Network effects are a key economic and strategic phenomenon in 'new economy' industries. They can, but do not necessarily, lead to market tipping, unless they outweigh customers' benefits from differentiation and are accompanied by high switching and multi-homing... View Details

Keywords: Network Effects

Find at Harvard

July 2022
Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey

boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details

Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India

March 2011 (Revised April 2011)
Case

State Bank of India: Transforming a State Owned Giant

By: Rajiv Lal and Rachna Tahilyani

February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had led SBI on a journey of transformation from an old, hierarchical, transaction oriented, government bank to a modern,... View Details

Keywords: Transformation; Customer Relationship Management; Commercial Banking; Leading Change; Growth and Development Strategy; Marketing; Organizational Change and Adaptation; Banking Industry; India

May 2021 (Revised September 2021)
Case

Accounting for Bitcoin at Tesla

By: Charles C.Y. Wang and Siyu Zhang

On February 8, 2021, Tesla revealed, through its 10-K filing to the Securities and Exchange Commission (SEC), that it had purchased $1.5 billion of Bitcoin, totaling 7.5% of the company’s cash, and that it planned to accept payments in the cryptocurrency soon. These... View Details

Keywords: Bitcoin; Accounting; Currency; Communication Intention and Meaning; Strategy; Investment Portfolio; Emerging Markets; Risk and Uncertainty; Value Creation

April 2010 (Revised July 2014)
Case

Apple Inc. in 2010

By: David B. Yoffie and Renee Kim

On April 4, 2010, Apple Inc. launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the... View Details

Keywords: Technological Innovation; Product Launch; Product Positioning; Competition; Corporate Strategy; Computer Industry; Electronics Industry

May 1980
Case

Kendall-Vetmat

Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details

Keywords: Decision Making; Product Launch; Product Development

January 1983 (Revised September 1983)
Case

E.T. Phone Home, Inc.: Forecasting Business Demand

By: John F. Cady and Frank V. Cespedes

Describes a process for forecasting market demand for an emerging technology--cellular radio. The student must critically evaluate the demand model and the market estimates, and modify them as appropriate in order to develop a marketing plan and budget. View Details

Keywords: Budgets and Budgeting; Forecasting and Prediction; Marketing Strategy; Demand and Consumers; Business Processes; Technology

November 2002
Case

Siemens ShareNet: Building a Knowledge Network

By: Alan D. MacCormack, Sven Volpel and Kerry Herman

Describes the development of ShareNet, an innovative knowledge management system used by a division of Siemens. ShareNet attempts to capture the knowledge and experience of Siemen's many dispersed sales and marketing units around the globe, making it available to all.... View Details

Keywords: Cost Management; Investment Return; Revenue; Knowledge Acquisition; Knowledge Management; Sales

Dante Roscini holds the Professor of Management Practice Chair endowed by the MBA Class of 1952 at Harvard Business School. He joined the faculty in 2008 after a two-decades-long career in finance. He currently teaches the course Business, Government, and the... View Details

24 May 2021
News

White Airbnb Hosts Earn More. Can AI Shrink the Racial Gap?

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details