Publications

09 Jan 2020
Blog Post

Navigating Grey in the Ever-Evolving Tech Community

Carlyn Strand Sylvester (MBA 2016) leads a small team at Netflix focused on creative testing and innovation for the streaming service’s global paid digital and acquisition channels, with an emphasis on... View Details

September 2011 (Revised August 2013)
Case

The Pepsi Refresh Project: A Thirst for Change

By: Michael I. Norton and Jill Avery

In 2010, for the first time in 23 years, PepsiCo did not invest in Superbowl advertising for its iconic brand. Instead, the company diverted this $20 million to the social media-fueled Pepsi Refresh Project: PepsiCo's innovative cause-marketing program in which... View Details

Keywords: Risk Management; Marketing Strategy; Customer Focus and Relationships; Advertising Campaigns; Investment Return; Brands and Branding; Marketing Communications; Social Marketing; Cost vs Benefits; Food and Beverage Industry

21 Aug 2000
Research & Ideas

Inside the OR: Disrupted Routines and New Technologies

adaptation in this specific setting combined with a look at the broader implications that new technologies have for management at a time when the competitive imperative of innovation is leaving virtually no business untouched. The model... View Details

Keywords: by Hilah Geer

26 Mar 2021
News

4 Insights for Growing Faster From Harvard, MIT, and Wharton Professors

26 Sep 2023
Book

Digital Strategy: A Handbook for Managing a Moving Target

Age Digital Transformation: A New Roadmap for Success Feedback or ideas to share? Email the Working Knowledge team at hbswk@hbs.edu. Image: iStockphoto/cagkansayin View Details

Keywords: by Dina Gerdeman; Information Technology; Technology

18 Jun 2021
News

Who do we invent for? Patents by women focus more on women’s health, but few women get to invent

September 2020
Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley

In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details

Research Summary

Interaction of biological and psychological drivers of obesity

With a multi-disciplinary team of researchers in nutrition, microbiology, and epidemiology, we received a large grant to fund the Institute for Cardio-Metabolism and Nutrition (ICAN), a major initiative to promote research on obesity and... View Details

Ethan C. Rouen

Ethan Rouen is an associate professor of business administration in the Accounting and Management Unit at Harvard Business School, where he teaches the elective course Reimagining Capitalism. From 2020 to 2022, he served as the faculty co-chair of the View Details

01 Nov 2022
Research & Ideas

A Penny for Your Thoughts? For Big-Picture Ideas, the Right Pay Structure Matters

to focus employees on a particular task and base their pay on the workers’ performance need to be aware of the potential tradeoff when it comes to the willingness of workers to develop innovative ideas, she says. “Companies want more... View Details

Keywords: by Scott Van Voorhis

Alan D. MacCormack

Alan MacCormack is the MBA Class of 1949 Adjunct Professor of Business Administration at the Harvard Business School, a member of The Digital, Data, and Design (D^3) Institute at Harvard, and a core faculty member... View Details

Keywords: automotive; communications; computer; e-commerce industry; electronics; high technology; information technology industry; internet; semiconductor; software; telecommunications; venture capital industry

26 May 2021
News

What’s the Point of the Office Again?

August 2015 (Revised May 2017)
Case

TSG Hoffenheim: Football in the Age of Analytics

By: Feng Zhu, Karim R. Lakhani, Sascha L. Schmidt and Kerry Herman

In 2015, Dietmar Hopp, owner of Germany's Bundesliga football team TSG Hoffenheim and co-founder of the global enterprise software company SAP, was considering how to ensure long-term sustainability and competitiveness for TSG Hoffenheim. While historically a small... View Details

Keywords: Information Technology; Measurement and Metrics; Sports; Sports Industry

May 2024 (Revised April 2025)
Case

Leading Culture Change at Microsoft Western Europe

By: Amy C. Edmondson and Cat Huang

In 2023, Cindy Rose, President of Microsoft Western Europe, faced a critical decision. Rose grappled with the potential impact of widespread layoffs on psychological safety and the cultural transformation she had championed since her arrival. When Rose had first joined... View Details

Keywords: Leadership; Organizational Culture; Transformation; Collaborative Innovation and Invention; Job Cuts and Outsourcing; Problems and Challenges; Motivation and Incentives; Groups and Teams; Business or Company Management; Technology Industry; Europe