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    Gunnar Trumbull

    Gunnar Trumbull is the Phillip Caldwell Professor of Business Administration at Harvard Business School.

    Professor Trumbull’s primary area of expertise in political economy, with a focus on consumer and regulatory politics. His book Strength in... View Details

    Keywords: agribusiness; consumer products; credit card; financial services; food; food processing; grocery; microfinance; retail financial services; retailing
    • April 2021 (Revised August 2021)
    • Case

    Borusan CAT: Monetizing Prediction in the Age of AI (A)

    By: Navid Mojir and Gamze Yucaoglu
    Borusan Cat is an international distributor of Caterpillar heavy machines. Esra Durgun (Director of Strategy, Digitization, and Innovation) and Ozgur Gunaydin (CEO) seem to have bet their careers on developing Muneccim, a new predictive technology that is designed to... View Details
    Keywords: Monetization Strategy; Artificial Intelligence; AI; Forecasting and Prediction; Applications and Software; Technological Innovation; Marketing; Segmentation; AI and Machine Learning; Construction Industry; Turkey
    Related
    • 04 Oct 2019
    • Working Paper Summaries

    Soul and Machine (Learning)

    Keywords: by Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano et al.
    • September 1991 (Revised January 1997)
    • Case

    Manzana Insurance: Fruitvale Branch (Abridged)

    By: Steven C. Wheelwright
    Deals with performance assessment and improvement of a service operation in the insurance industry, a market that is highly sensitive to response time. Two branch offices in direct competition are described, and the impact of response time on performance is suggested.... View Details
    Keywords: Business Offices; Decision Choices and Conditions; Time Management; Service Operations; Performance Evaluation; Competition; Insurance Industry
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    • March 2017 (Revised March 2019)
    • Case

    Ant Financial (A)

    By: Feng Zhu, Ying Zhang, Krishna G. Palepu, Anthony K. Woo and Nancy Hua Dai
    Headquartered in Hangzhou (China), Ant Financial has grown into a fintech “Unicorn.” The fintech empire that the company established spanned verticals such as mobile and online payment (Alipay), money market fund (Yu’e Bao), wealth management (Ant Fortune),... View Details
    Keywords: Growth and Development Strategy; Global Strategy; Finance; Opportunities; Financial Services Industry; Technology Industry
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      Yuval Spiegler

      Yuval is a doctoral student in Organizational Behavior and Sociology at HBS. He studies why are similar organizations dissimilarly diverse, especially focusing on extra-organizational dimensions that shape labor market racial and gender segregation. Yuval uses... 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
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        Ramana Nanda

        Ramana Nanda is Professor of Entrepreneurial Finance and Academic Lead of the Institute for Deep Tech Entrepreneurship at Imperial College London.  His research examines financing frictions facing new ventures, with an aim to help entrepreneurs with fundraising and... View Details

        Keywords: banking; biotechnology; energy; financial services; green technology; microfinance; nonprofit industry; venture capital industry
        • 02 Jun 2010
        • News

        25 Year Consortium Fellow Research Excellence Award

        • December 1989 (Revised June 2003)
        • Case

        Bayside

        By: William J. Poorvu and Richard Ellis Crum
        Explores the issues associated with leasing office space in a softening market from the perspective of a young leasing agent. Addresses market and lease analysis, negotiating tactics and strategy, and management of a financial partnership. View Details
        Keywords: Management; Partners and Partnerships; Negotiation Tactics; Markets; Business Strategy; Leasing; Corporate Finance; Real Estate Industry
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        • Program

        Leading in the Digital Era

        culture and capabilities for the digital era Accelerate the adoption of digital tools and data to respond to a changing market Build and leverage ecosystems to accelerate innovation and resilience Expand your personal and professional... View Details
        • Forthcoming
        • Article

        Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers

        By: Mengjie Cheng and Shunyuan Zhang
        The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on influencers' reputations. We collected a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in... View Details
        Keywords: Reputation; Mathematical Methods; Marketing Reference Programs; Social Media; Brands and Branding
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        • September 1992
        • Case

        International Airlines

        A frequent flyer for a large international airline encounters typical but recurring service problems. The marketing management of the company explores the use of information technology in understanding and dealing with the issues involved. Concepts of database... View Details
        Keywords: Marketing Communications; Information Technology; Customer Focus and Relationships; Air Transportation Industry
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        • May 1992 (Revised August 1996)
        • Case

        NIKE in Transition (A): The Ascendancy of Bob Woodell

        By: Christopher A. Bartlett
        Explores Bob Woodell's tenure as Nike's first COO. Describes development of Woodell's management style, his attempts to develop the organization, and his responses to unforeseen business problems. Changing market forces, new competitors, a build-up of low-end... View Details
        Keywords: Conferences; Crisis Management; Management Style; Marketing Strategy; Organizational Change and Adaptation; Performance Evaluation; Competition
        Related
        • December 2001 (Revised February 2008)
        • Case

        Borealis

        By: Robert S. Kaplan and Bjorn N. Jorgensen
        When Borealis, a European producer of plastics, used a traditional, time-consuming budgeting process, the budget was quickly out of date in a competitive environment characterized by continually changing input and output prices and dynamic market conditions. This case... View Details
        Keywords: Activity Based Costing and Management; Budgets and Budgeting; Forecasting and Prediction; Investment; Governance Controls; Balanced Scorecard; Management Systems; Manufacturing Industry; Europe
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        • 08 Nov 2010
        • Research & Ideas

        How to Fix a Broken Marketplace

        An economic handyman of sorts, Alvin E. Roth fixes broken markets. As a Nobel Prize-winning pioneer in the field of market design, the Harvard Business School professor cofounded a kidney donation matching system for New England,... View Details
        Keywords: by Carmen Nobel; Health
        • October 2001 (Revised April 2002)
        • Case

        Calgene, Inc.

        By: Ray A. Goldberg and John T. Gourville
        In 1993, Calgene is on the verge of introducing the world's first genetically engineered plant product--a tomato will taste better and stay fresh longer. At the same time, it is using biotechnology to produce improved plant products for the cottonseed and the... View Details
        Keywords: Information Technology; Marketing Strategy; Market Entry and Exit; Product Launch; Innovation Strategy; Social Issues; Production; Problems and Challenges; Biotechnology Industry; Agriculture and Agribusiness Industry
        Related
        • January 1999
        • Case

        State Street Corporation: Leading with Information Technology (B)

        By: Stephen P. Bradley and Kelley Porter
        With Multi-currency HORIZON, a real-time multi-currency accounting system that replaced the traditional batch-oriented single-currency accounting system, successfully launched, State Street Corp. (State Street) began to focus on growing the scope of its business... View Details
        Keywords: Accounting; Trends; Global Strategy; Growth and Development Strategy; Competitive Strategy; Information Technology; Value Creation; Financial Services Industry
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        • October 2022 (Revised December 2022)
        • Case

        Aphro Beverages

        By: Frank V. Cespedes and Amram Migdal
        This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro Beverages, based in Accra, Ghana, successfully launched its brand and brought two new alcoholic spirits products to... View Details
        Keywords: Agribusiness; Plant-Based Agribusiness; Business Ventures; Business Growth and Maturation; Entrepreneurship; Food; Geography; Geographic Scope; Management; Growth and Development Strategy; Growth Management; Resource Allocation; Marketing; Brands and Branding; Digital Marketing; Product Marketing; Product Launch; Product Positioning; Social Marketing; Operations; Distribution; Distribution Channels; Product; Product Design; Product Development; Supply Chain; Sales; Salesforce Management; Food and Beverage Industry; Africa; Ghana
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        • April 1983
        • Case

        National Chemical Corp.: Tiger-Tread

        A large chemical company has developed a novel industrial maintenance item, for which a marketing program and budget must be prepared. Case requires students to forecast demand at end-user and industrial customer levels to identify elements of the marketing mix, and to... View Details
        Keywords: Product Marketing; Consumer Products Industry; Industrial Products Industry
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