Publications
Publications
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- All HBS Web
(3,038)
- Faculty Publications (549)
- February 2011 (Revised December 2012)
- Case
Coca-Cola on Facebook
By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
- February 2011
- Teaching Note
Porsche: The Cayenne Launch (TN)
By: John Deighton and Jill Avery
Teaching Note for 511-068. View Details
- February 2011 (Revised December 2012)
- Case
The Ford Fiesta
By: John Deighton and Leora Kornfeld
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details
- February 2011 (Revised September 2013)
- Case
Sarvajal: Water for All
By: John D. Macomber and Mona Sinha
Entrepreneur wrestles with business model using SMS and RFID technology, franchising, and leasing to rapidly grow off-the-grid water purification business without subsidies. The company seeks to provide potable water services to rural and urban India where the public... View Details
- January 2011
- Supplement
Interview with John Smith, CEO, BBC Worldwide
By: John A. Quelch
In an interview conducted by Professor John Quelch, Harvard Business School, October, 2007, BBC Worldwide CEO, John Smith, discusses formation of BBC Worldwide's Global Strategy Plans. View Details
- January 2011
- Case
Clean Edge Razor: Splitting Hairs in Product Positioning
By: John A. Quelch and Heather Beckham
After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details
- January 2011
- Case
Masdar and Tianjin: Eco-Cities
By: John D. Macomber
Compares Masdar City and Tianjin Eco-City, two high profile "sustainable cities." Each showcases technological and financial innovation. Is it real? Is it replicable and defensible? The case is intended to introduce main concepts and tradeoffs with respect to rapid... View Details
- January 2011
- Article
Good Intentions, Optimistic Self-Predictions, and Missed Opportunities
By: Derek Koehler, Rebecca White and Leslie K. John
Self-predictions are highly sensitive to current intentions but often largely insensitive to factors influencing the readiness with which those intentions are translated into future behavior. When such factors are under a person's control, they could be used to... View Details
- 2011
- Article
The Consumer Psychology of Mail-in Rebates
By: John T. Gourville and Dilip Soman
Consumers who buy a product intending to use an accompanying mail-in rebate often do not redeem the rebate. To explain this behavior, we argue that consumers use an anchoring and adjustment approach to predicting the likelihood of redeeming a rebate. In keeping with... View Details
- November 2010
- Supplement
Hikma Pharmaceuticals (B)
By: John A. Quelch
By 2009, Hikma Pharmaceuticals operated 13 manufacturing plants in 8 countries of which 5 were approved by the U.S. Food and Drug Administration. Hikma tracked its sales revenues over the period to show where the largest contributors were from. View Details
- November 2010 (Revised January 2012)
- Teaching Note
Sony and the JK Wedding Dance (TN)
By: John A. Deighton and Leora Kornfeld
Teaching Note for 510064. View Details
- October 2010
- Teaching Note
Nettwerk: Digital Marketing in the Music Industry (TN)
By: John A. Deighton and Leora Kornfeld
Teaching Note for 510055. View Details
- 2010
- Book
Buy-In: Saving Your Good Idea from Getting Shot Down
By: John P. Kotter and Lorne A. Whitehead
You've got a good idea. You know it could make a crucial difference for you, your organization, your community. You present it to the group but get confounding questions, inane comments, and verbal bullets in return. Before you know what's happened, your idea is dead,... View Details
- Article
The Job Market for New Economists: A Market Design Perspective
By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper, written by the members of the American Economic Association (AEA) Ad Hoc Committee on the Job Market, provides an overview of the market for new Ph.D. economists. It describes the role of the AEA in the market and focuses in particular on two mechanisms... View Details
- July 2010 (Revised June 2016)
- Case
Erik Peterson at Biometra (A)
By: John J. Gabarro, Thomas DeLong and Jevan Soo
Describes the problems facing a recent MBA graduate in his job as general manager of a medical device company owned by a parent corporation. Raises issues of corporate divisional relationships and the difficulties facing an inexperienced manager who seems to be... View Details
- June 2010 (Revised July 2011)
- Case
Classic Knitwear and Guardian: A Perfect Fit?
By: John A. Quelch and Patricia Girardi
Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details
Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry
- June 2010 (Revised January 2021)
- Teaching Note
United Breaks Guitars
By: John A. Deighton and Leora Kornfeld
Teaching Note for 510057. View Details
- 2010
- Working Paper
The Job Market for New Economists: A Market Design Perspective
By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job... View Details
- May 2010
- Article
Leadership Effort in Professional Radiology Associations
By: Srikant M. Datar, John Tan and Sanjay Saini
Professional associations advocate for their members' interests; provide forums for education, training, and certification; and support domain-specific research and development efforts. The purpose of this study was to determine the amount of resources devoted to the... View Details
- April 2010 (Revised March 2011)
- Supplement
Google in China (B)
By: John A. Quelch
In a January 2010 public statement, Google threatened to stop censoring its search results on its Google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government? View Details