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  • July 2010
  • Case

Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

By: John A. Quelch and Heather Beckham
Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States
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  • winter 2009
  • Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology
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  • Clubs

Management Consulting Club

Keywords: Consulting

    The Power of Vicarious Learning

    “We typically think of learning as something that happens in a classroom or an organizational training context, but the reality is that most of our learning occurs in our day to day interactions and the experiences that we have in the workplace.” View Details
    • Research Summary

    Overview

    My research examines the processes, mechanisms and institutions that influence the effectiveness of organizational interactions between societal sectors (business, government and civil society).  My work is motivated by the belief that more study of what makes... View Details

    • May 2014
    • Article

    Cynicism in Negotiation: When Communication Increases Buyers' Skepticism

    By: Eyal Ert, Stephanie J. Creary and Max H. Bazerman
    The economic literature on negotiation shows that strategic concerns can be a barrier to agreement, even when the buyer values the good more than the seller. Yet behavioral research demonstrates that human interaction can overcome these strategic concerns through... View Details
    Keywords: Trust; Information Asymmetry; Perspective Taking; Reactive Devaluation
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    • December 2000
    • Background Note

    Online Portals

    By: Thomas R. Eisenmann and Sanjay Pothen
    Describes the online portal business model. Analyzes the model, focusing on the tactics used to acquire new users, turn new users into repeat visitors, and monetize user traffic. Explains portals' revenue and cost drivers and their implications for pursuing aggressive... View Details
    Keywords: Business Model; Web Services Industry
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    • 15 Mar 2017
    • News

    Trust Me, I'm Your Smartphone

    • 17 Oct 2019
    • News

    Q&A with HR tech influencer Boris Groysberg

    • March 2017
    • Teaching Note

    Showpad

    By: Frank Cespedes
    Showpad is a startup that provides a sales enablement platform and tools. The venture has grown 100% annually since its founding four years ago, and the founders are evaluating growth options and decisions in three areas: adding product features, possible pricing... View Details
    Keywords: Business Startups; Growth and Development Strategy; Sales
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    • 18 Oct 2010
    • News

    Honorable Mention

    • 30 Jun 2019
    • News

    Open-Plan Work Spaces Lower Productivity And Employee Morale

    • 01 Nov 2012
    • News

    What Makes Analysts Say “Buy”?

    • Research Summary

    Thin Slices of Teams with Professor Jeff Polzer, Patricia Satterstrom, and Lisa Kwan

    How do people evaluate team effectiveness from short observations of interactions among team members?  What are the cues people take in in such narrow windows of experience?  What contributes to the accuracy of evaluations based on thin slices of... View Details
    • 15 Mar 2021
    • Working Paper Summaries

    Fairness or Control: What Determines Elected Local Leaders’ Support for Hosting Refugees in Their Community?

    Keywords: by Kristin Fabbe, Eleni Kyrkopoulou, Konstantinos Matakos, and Asli Unan
    • September – October 2009
    • Article

    Critical Decisions in Software Development: Updating the State of the Practice

    By: Alan MacCormack, Michael A. Cusumano, Chris Kemerer and Bill Crandall
    This article focuses on how to choose the "right" software development process, how to structure global software design chains, how to manage the interaction of project structure and software design, and how to balance innovation and efficiency in a software business. View Details
    Keywords: Applications and Software; Product Development; Projects; Innovation and Management; Performance Efficiency; Information Technology Industry
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    • April 1983
    • Supplement

    Dansk Designs Ltd.: The Administration of Creativity, Video I

    By: Hugo Uyterhoeven
    Presents various members of the Dansk organization during conversations and meetings concerning issues arising in the design, production, and marketing of Dansk's product line. Focuses on the individual's role in the company, and on the interaction between marketing... View Details
    Keywords: Independent Innovation and Invention; Leadership Development; Marketing; Production; Organizational Design; Creativity
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      Roberto Setubal

      Keywords: Financial Services
      • 04 Aug 2020
      • Blog Post

      HBS Career & Professional Development Responds to COVID-19

      Kristen Fitzpatrick (HBS '03) is the Managing Director of HBS Career and Professional Development (CPD). In this role, she also coaches alumni and MBA students. Through her interactions with recruiters over the past decade, Kristen is... View Details
      • 17 Jun 2019
      • News

      Cure All