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      • Faculty Publications  (655)

      Market DesignRemove Market Design →

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      • July 2014 (Revised December 2016)
      • Case

      EcoMotors International

      By: John D. Macomber and Hermes Alvarez
      Eco-Motors, funded in part by Khosla Ventures, has to decide how to go to market with a new technology for internal combustion engines for automotive and industrial use. The OPOC engine has opposed pistons and is a two-stroke engine, as compared to a more traditional... View Details
      Keywords: Technological Innovation; Business Model; Customer Value and Value Chain; Engineering; Manufacturing Industry; Green Technology Industry; Auto Industry
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      Macomber, John D., and Hermes Alvarez. "EcoMotors International." Harvard Business School Case 215-012, July 2014. (Revised December 2016.)
      • June 2014 (Revised March 2016)
      • Case

      Relating to Peapod

      By: Susan Fournier and Jill Avery
      Explores the relationships formed between consumers and the Peapod consumer-direct grocery delivery service, as revealed through an ethnographic study of Boston-area Peapod shoppers conducted between the Summer of 1997 and the Fall of 1999. Three representative case... View Details
      Keywords: Brands and Branding; Customer Relationship Management; Marketing Strategy; Service Industry; Boston
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      Fournier, Susan, and Jill Avery. "Relating to Peapod." Harvard Business School Case 314-142, June 2014. (Revised March 2016.)
      • June 2014
      • Teaching Note

      Lit Motors

      By: Thomas Eisenmann
      In mid-2012 Lit Motors had created both engineering and design prototypes and conducted initial customer tests on less than $750,000 of investment. Lit Motors' founder, Daniel Kim, had started the company to design and manufacture an efficient electric 2-wheeled... View Details
      Keywords: Lean Startup; Prototyping; Electric Vehicle; Urban Vehicle; Customer Test; Gyroscope; Entrepreneurs; Development Stage Enterprises; Creativity; Disruptive Technologies; Consumer Surveys; Market Segmentation; Manufacturing Costs; Entrepreneurship; Auto Industry; United States; California
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      Eisenmann, Thomas. "Lit Motors." Harvard Business School Teaching Note 814-120, June 2014.
      • June 2014
      • Article

      Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims

      By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
      Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory.... View Details
      Keywords: Marketing Communication; Brand Building; Brand Management; Brands; Advertising; Consumer Psychology; Advertising Campaigns; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Advertising Industry; Consumer Products Industry
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      Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.
      • 2014
      • Other Teaching and Training Material

      Marketing Reading: Sales Force Design and Management

      By: Doug J. Chung and Das Narayandas
      This Core Curriculum Reading introduces students to (1) the importance of sales force design in implementing organizational strategy, and (2) the role of sales force management in linking structures and processes to behaviors. The material combines theoretical... View Details
      Keywords: Sales Budget; Sales Compensation; Sales Cycle; Sales Force Management; Sales Forces; Sales Management; Sales Operations; Sales Organization; Sales Planning; Sales Strategy
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      Chung, Doug J., and Das Narayandas. "Marketing Reading: Sales Force Design and Management." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8213, 2014.
      • May 2014 (Revised June 2014)
      • Case

      Intellectual Property Strategy at North Technology Group—Sailing Downwind

      By: Felix Oberholzer-Gee and William W. Fisher III
      North Sails is the world's leading sailmaker. The company commands a global market share of more than 50% and is largely responsible for the rapid technological progress in the sailmaking industry over the past 30 years. CEO Tom Whidden needs to consider how to best... View Details
      Keywords: Technology; Information Technology; Competitive Advantage; Intellectual Property
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      Oberholzer-Gee, Felix, and William W. Fisher III. "Intellectual Property Strategy at North Technology Group—Sailing Downwind." Harvard Business School Case 714-403, May 2014. (Revised June 2014.)
      • Article

      Analyzing Scrip Systems

      By: Kris Johnson, David Simchi-Levi and Peng Sun
      Scrip systems provide a nonmonetary trade economy for exchange of resources. We model a scrip system as a stochastic game and study system design issues on selection rules to match potential trade partners over time. We show the optimality of one particular rule in... View Details
      Keywords: "Repeated Games"; Stochastic Trust Game; Dynamic Program; P2P Lending; Scrip Systems; Artificial Currency; Non-monetary Trade Economies; Marketplace Matching; Currency; Operations; Game Theory
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      Johnson, Kris, David Simchi-Levi, and Peng Sun. "Analyzing Scrip Systems." Operations Research 62, no. 3 (May–June 2014): 524–534.
      • May 2014
      • Article

      Investment Incentives in Labor Market Matching

      By: John William Hatfield, Fuhito Kojima and Scott Duke Kominers
      We provide an illustration of how the design of labor market clearing mechanisms can affect incentives for human capital acquisition. Specifically, we extend the labor market matching model (with discrete transfers) of Kelso and Crawford (1982) to incorporate the... View Details
      Keywords: Human Capital; Marketplace Matching
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      Hatfield, John William, Fuhito Kojima, and Scott Duke Kominers. "Investment Incentives in Labor Market Matching." American Economic Review: Papers and Proceedings 104, no. 5 (May 2014): 436–441.
      • April 2014
      • Tutorial

      Conjoint Analysis: Online Tutorial

      By: Elie Ofek and Olivier Toubia
      The Conjoint Analysis: Online Tutorial is an interactive pedagogical vehicle intended to facilitate understanding of one of the most popular market research methods in academia and practice, namely conjoint analysis. The aim is to provide students or executives going... View Details
      Keywords: Market Research; Conjoint Analysis; Market Segmentation; Pricing; Marketing Strategy
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      Ofek, Elie, and Olivier Toubia. Conjoint Analysis: Online Tutorial. Harvard Business School Tutorial 514-712, April 2014.
      • March 2014
      • Teaching Note

      Royal Caribbean Cruises Ltd.: Safety, Environment and Health

      By: John A. Quelch
      In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald... View Details
      Keywords: Health Care; Public Health; Cruising; Cruise Lines; Royal Caribbean; Safety; Security; Biodefense; Epidemic; Norovirus; Fire Safety; Crew; Environmental Protection; Innovation; Ship Design; Vacation; Recreation
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      Quelch, John A. "Royal Caribbean Cruises Ltd.: Safety, Environment and Health." Harvard Business School Teaching Note 514-101, March 2014.
      • March 2014 (Revised March 2015)
      • Case

      Samsung Electronics: TV in an Era of Convergence

      By: Karim R. Lakhani, Marco Iansiti and Kerry Herman
      From the late 1990s to 2006/2007, Samsung Electronics moved from one of 170 TV manufacturers to gain dominant TV market share year over year from 2007-2013. As digital technologies increasingly converged in 2013-2014, the industry faced new questions: What was the... View Details
      Keywords: Digital Innovation; Technology; Technology Management; Digital Convergence; Digital Technology; Innovation; Korea; Samsung; Television; Technological Innovation; Information Technology; Innovation and Invention; Innovation Leadership; Innovation and Management; Product Development; Product Design; Electronics Industry; Korean Peninsula; Asia
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      Lakhani, Karim R., Marco Iansiti, and Kerry Herman. "Samsung Electronics: TV in an Era of Convergence." Harvard Business School Case 614-034, March 2014. (Revised March 2015.)
      • March 2014
      • Article

      Choosing the Right Customer

      By: Robert Simons
      Companies that win in competitive markets identify a primary customer and dedicate maximum resources to meeting that customer's needs. This article will show you how to identify the best primary customer for your business by analyzing perspective, capabilities, and... View Details
      Keywords: Strategy Execution; Customer Focus; Organization Design; Accountability; Management Control Systems; Customer Relationship Management; Organizational Design
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      Simons, Robert. "Choosing the Right Customer." Harvard Business Review 92, no. 3 (March 2014): 48–55.
      • February 2014 (Revised March 2014)
      • Case

      Red Star Furniture Group Co. Ltd.

      By: Krishna G. Palepu and Pedro Nueno
      Founded in 1986, Red Star had become the leading department store in China for furniture and home equipment products (bathroom, lamps, textiles complements, etc.). The business model of Red Star was to provide adequate space for vendors (that rented the space) in good... View Details
      Keywords: Entrepreneurship In Emerging Markets; Growth Strategy And Execution; Growth and Development Strategy; Retail Industry; China
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      Palepu, Krishna G., and Pedro Nueno. "Red Star Furniture Group Co. Ltd." Harvard Business School Case 114-053, February 2014. (Revised March 2014.)
      • February 2014
      • Article

      Learning by Supplying

      By: Juan Alcacer and Joanne Oxley
      Learning processes lie at the heart of our understanding of how firms build capabilities to generate and sustain competitive advantage: learning by doing, learning by exporting, learning from competitors, users, and alliance partners. In this paper we focus attention... View Details
      Keywords: Competitive Advantage; Organizations; Learning
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      Alcacer, Juan, and Joanne Oxley. "Learning by Supplying." Strategic Management Journal 35, no. 2 (February 2014): 204–223.
      • January 2014 (Revised January 2017)
      • Supplement

      Nivea (B)

      By: Karim R. Lakhani, Johann Fuller, Volker Bilgram and Greta Friar
      This supplementary case follows up on an innovative R&D approach by Beiersdorf,a skin care and cosmetics company. The case relates what happened to the product launched by Beiersdorf, to its Nivea line, following the events of the A case, and how the commercial success... View Details
      Keywords: Innovation; Innovation Management; Marketing; Innovation Strategy; Innovation and Management; Research and Development; Product Design; Collaborative Innovation and Invention; Beauty and Cosmetics Industry; Consumer Products Industry
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      Lakhani, Karim R., Johann Fuller, Volker Bilgram, and Greta Friar. "Nivea (B)." Harvard Business School Supplement 614-043, January 2014. (Revised January 2017.)
      • 2014
      • Working Paper

      Management Practices, Relational Contracts and the Decline of General Motors

      By: Susan Helper and Rebecca Henderson
      General Motors was once regarded as one of the best managed and most successful firms in the world, but between 1980 and 2009 its share of the US market fell from 62.6 to 19.8 percent, and in 2009 the firm went bankrupt. In this paper we argue that the conventional... View Details
      Keywords: Organizational Change and Adaptation; Management Practices and Processes; Organizational Structure; Decision Making; Insolvency and Bankruptcy; Manufacturing Industry; Auto Industry
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      Helper, Susan, and Rebecca Henderson. "Management Practices, Relational Contracts and the Decline of General Motors." Harvard Business School Working Paper, No. 14-062, January 2014. (NBER Working Paper Series, No. 19867, January 2014.)
      • January 2014
      • Technical Note

      Learning From Extreme Consumers

      By: Jill Avery and Michael Norton
      Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details
      Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention
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      Avery, Jill, and Michael Norton. "Learning From Extreme Consumers." Harvard Business School Technical Note 314-086, January 2014.
      • December 2013
      • Article

      Land Politics and Local State Capacities: The Political Economy of Urban Change in China

      By: Meg Rithmire
      Despite common national institutions and incentives to remake urban landscapes to anchor growth, generate land-lease revenues, and display a capacious administration, Chinese urban governments exhibit varying levels of control over land. This article uses a paired... View Details
      Keywords: China; Land Politics; Urban Planning; Local Government; Northeast China; Property Rights; Urban Development; Property; Government and Politics; China
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      Rithmire, Meg. "Land Politics and Local State Capacities: The Political Economy of Urban Change in China." China Quarterly, no. 216 (December 2013): 872–895.
      • November 2013
      • Article

      Organizational Ambidexterity: Past, Present and Future

      By: Charles A. O'Reilly III and Michael Tushman
      Organizational ambidexterity refers to the ability of an organization to both explore and exploit—to compete in mature technologies and markets where efficiency, control, and incremental improvement are prized and to also compete in new technologies and markets where... View Details
      Keywords: Organizational Ambidexterity; Organization Design; Innovation; Leadership; Organizational Design; Innovation and Invention
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      O'Reilly, Charles A., III, and Michael Tushman. "Organizational Ambidexterity: Past, Present and Future." Academy of Management Perspectives 27, no. 4 (November 2013): 324–338.
      • October 2013 (Revised January 2016)
      • Case

      J.C. Penney's 'Fair and Square' Strategy (Abridged)

      By: Elie Ofek and Jill Avery
      As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
      Keywords: Business Model; Change Management; Marketing Strategy; Price; Consumer Behavior; Decision Making; Management Teams; Brands and Branding; Retail Industry; United States
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      Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
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