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  • March 1979 (Revised June 1983)
  • Background Note

Note on the Microwave Oven Industry

Describes the U.S. consumer market for microwave cooking products in 1978. A slowdown in market growth presents several strategy issues for industry participants. View Details
Keywords: Demand and Consumers; Consumer Products Industry; United States
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  • 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
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  • September 2006 (Revised March 2007)
  • Case

QuickBase

By: Clayton M. Christensen and Mark Szigety
Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to... View Details
Keywords: Applications and Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry
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    Joshua R. Schwartzstein

    Joshua Schwartzstein is a Professor of Business Administration in the Negotiation, Organizations & Markets Unit. 

    Professor Schwartzstein is a behavioral economist who focuses on incorporating psychologically realistic assumptions about... View Details

    • 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
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    • December 2014 (Revised April 2015)
    • Case

    Apple, Einhorn, and iPrefs

    By: Carliss Y. Baldwin, Hanoch Feit, Edward A. Minasian and Brandon Van Buren
    In March 2013, Apple Computer has a very large cash balance, and is under pressure to return cash to shareholders. Hedge fund manager David Einhorn thinks Apple can "unlock value" by issuing perpetual preferred stock, dubbed iPrefs. Henry Blodget, CEO of Business... View Details
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    • 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
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    • 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
    • 25 May 2021
    • Research & Ideas

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

    White people who host rental properties on Airbnb earn significantly more per year than Black hosts, but a “race blind” pricing algorithm could help close that income gap, new research shows. Black hosts who rely on Airbnb’s algorithm to set enticing prices instead of... View Details
    Keywords: by Lane Lambert; Technology; Accommodations
    • January 2012 (Revised August 2020)
    • Case

    The Swatch Group

    By: Rohit Deshpandé, Karol Misztal and Daniela Beyersdorfer
    In March 2011, Nicolas Hayek, the CEO of the leading Swiss watch manufacturer Swatch Group, reflected on the positioning of Omega, its revived flagship brand. Which marketing strategy would best allow it to confront its main competitor Rolex? And how would potential... View Details
    Keywords: Marketing Strategy; Brands and Branding; Segmentation; Product Positioning; Manufacturing Industry; Consumer Products Industry; Apparel and Accessories Industry
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    • November 2011 (Revised August 2012)
    • Background Note

    Customer Discovery and Validation for Entrepreneurs

    By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
    Provides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to... View Details
    Keywords: Customer Value and Value Chain; Entrepreneurship
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      Willy C. Shih

      Willy Shih is the Robert and Jane Cizik Professor of Management Practice in Business Administration.  He is part of the Technology and Operations Management Unit, and he teaches in the MBA and Executive Education Programs.  His expertise is in manufacturing, product... View Details

      Keywords: aerospace; automotive; biotechnology; communications; computer; digital imaging; electrical equipment; electronics; entertainment; high technology; industrial goods; information technology industry; manufacturing; retailing; semiconductor
      • 21 Sep 2020
      • News

      This Deal Helped Turn Google Into an Ad Powerhouse. Is That a Problem?

      • January 1993 (Revised November 1993)
      • Case

      Warner-Lambert Ireland: Niconil

      By: John A. Quelch and Susan Smith
      The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation. View Details
      Keywords: Product Launch; Marketing Strategy; Pharmaceutical Industry; Republic of Ireland
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      • 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
      • 23 Apr 2012
      • Research & Ideas

      How to Brand a Next-Generation Product

      very deliberate effort to market the iPad as a sibling to the Mac. Macs keep their names with each successive upgrade, analysts noted, while iPhones sport sequential numbers and letters to indicate improvements. “Consumers don't... View Details
      Keywords: by Carmen Nobel

        Stephen A. Greyser

        Stephen A. Greyser is Richard P. Chapman Professor (Marketing/Communications) Emeritus, of the Harvard Business School, specializes in brand marketing, advertising, corporate communications, the business of sports, and nonprofit management.  A... View Details

        Keywords: sports
        • 08 Feb 2000
        • Research & Ideas

        Building Effective R&D Capabilities Abroad

        products from development to market at an ever more rapid pace." In the following excerpt, Kuemmerle examines two foreign R&D sites created to meet those two needs: a home-base-augmenting site, in which information flows from the... View Details
        Keywords: by Walter Kuemmerle
        • January 2006 (Revised October 2006)
        • Case

        Hewlett-Packard: The Flight of the Kittyhawk (A)

        By: Clayton M. Christensen
        Hewlett-Packard decided that, to grow more rapidly, it needed to design a revolutionary disk drive product that would create an entirely new market or application for magnetic recording technology. The company followed most of the "rules" good managers follow in such... View Details
        Keywords: Management; Information Infrastructure; Innovation and Management; Product Development; Computer Industry; United States
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        • June 1989 (Revised May 1993)
        • Supplement

        Rossin Greenberg Seronick & Hill, Inc. (B)

        By: John A. Quelch
        Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details
        Keywords: Ethics; Marketing Communications; Advertising; Crisis Management; Advertising Industry
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