Publications

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February 2005 (Revised June 2007)
Case

Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer

By: V. Kasturi Rangan and Rohithari Rajan

With liberalization of India's economy and the opening up of markets to foreign multinationals such as Procter & Gamble, the Indian subsidiary of Unilever--Hindustan Lever Ltd. (HLL)--was under pressure to grow revenues and profits. HLL had a long and stellar record of... View Details

Keywords: Economy; Market Entry and Exit; Business Subsidiaries; Revenue; Profit; Market Participation; Programs; Rural Scope; Poverty; Multinational Firms and Management; Consumer Products Industry; Beauty and Cosmetics Industry; India

The period leading up to the Great Depression witnessed the rise of economic forecasters, pioneers who sought to use the tools of science to predict the future, with the aim of profiting from their forecasts. This book chronicles the lives and careers of the men who... View Details

January 1985 (Revised June 1993)
Case

Turner Construction Co.

By: Frank V. Cespedes

In June, 1984, a vice president at Turner Construction Co. must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account... View Details

Keywords: Organizational Structure; Projects; Market Entry and Exit; Integration; Contracts; Marketing Strategy; Sales; Business or Company Management; Business Offices; Geographic Location; Construction Industry

19 Feb 2007
Research & Ideas

Inexperienced Investors and Market Bubbles

they may have lived through some years of particularly bad returns. This tends to make investors more cautious. Interestingly, fund managers older than forty—just old enough to have lived through the 1987 crash—were particularly unlikely... View Details

Keywords: by Sean Silverthorne; Financial Services

February 2009 (Revised March 2013)
Case

Messer Griesheim (A)

By: Josh Lerner, Ann-Kristin Achleitner, Eva Lutz and Kerry Herman

In 2001, Allianz Capital Partners and Goldman Sachs acquired a majority stake in Messer Griesheim, a European industrial gas concern held by Hoechst. The dealmakers faced several challenges, including delicate corporate governance issues due to partial family ownership... View Details

Keywords: Mergers and Acquisitions; Restructuring; Venture Capital; Private Equity; Corporate Governance; Family Ownership; Chemical Industry; Industrial Products Industry; Europe

May 2021 (Revised February 2024)
Teaching Note

THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

By: Ayelet Israeli and Jill Avery

THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details

Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Predictive Analytics; App Development; ＂Marketing Analytics＂; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Fashion Industry; Retail Industry; Apparel and Accessories Industry; Consumer Products Industry; United States

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

to want to buy a service. Initially, TripAdvisor was just making money mostly on attention, these ads. But as it became the biggest company in the world in terms of user visits and traffic, it sort of... View Details

Keywords: by Brian Kenny; Advertising; Travel

02 Sep 2008
Research & Ideas

Indulgence vs. Regret: Investing in Future Memories

assigned to two groups and presented with the dilemma of choosing between an expensive clothing item that they loved and a cheaper item that would be just as useful but allow for savings to purchase necessities. Based on their assigned group, Keinan asked them to... View Details

Keywords: by Julia Hanna

Web

Organizational Behavior - Doctoral

Behavior “ In HBS’s Organizational Behavior program I receive outstanding, rigorous training in disciplinary methods and also benefit from the myriad resources that HBS has to offer. HBS scholars are looking to apply their research to real-world problems, come up with... View Details

July 2020
Teaching Note

Shindigz

By: Frank Cespedes

Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded... View Details

Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; E-commerce; Consumer Products Industry

October 2017
Case

Shift Technologies, Inc.

By: Thomas Eisenmann and Nicole Tempest Keller

In 2017, management at Shift, an online marketplace that uses a “high touch,” concierge approach to buy and sell used cars, was formulating plans for the San Francisco–based startup’s next phase of expansion. One option was to preserve Shift’s current business model... View Details

Keywords: Entrepreneurship; Market Design; Multi-Sided Platforms; Marketplace Matching; Growth and Development Strategy; Decision Choices and Conditions; Auto Industry; Retail Industry; United States

May 2016 (Revised April 2019)
Case

Legendary Entertainment: Moneyball for Motion Pictures

By: John A. Deighton and Leora Kornfeld

Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and... View Details

Keywords: ＂Marketing Analytics＂; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Entertainment and Recreation Industry

11 Aug 2008
Research & Ideas

Strategy Execution and the Balanced Scorecard

P. Norton aims to make strategy a continual process. The Execution Premium: Linking Strategy to Operations for Competitive Advantage shows managers how to weave organizational principles into a more effective management system that... View Details

Keywords: by Martha Lagace

October 2015
Teaching Note

Clef Company: Turnover

By: Frank V. Cespedes

Clef Company sells keys and other products to retail outlets, which then sell these products to consumers. The case concerns turnover in Clef's sales force in the context of company strategy, financial performance, and a day in the life of a Clef salesperson. Among... View Details

Keywords: Sales; Marketing; Strategy; Marketing Strategy; Performance Evaluation; Retail Industry; Consumer Products Industry; United States

21 Dec 2009
Research & Ideas

Good Banks, Bad Banks, and Government’s Role as Fixer

In fact, it makes it worse. Q: What if rating agencies were paid by investors rather than by bond issuers? Wouldn't that stop forum shopping? A: In theory, yes. The people who are being served by the rating agencies, the investors, should... View Details

Keywords: by Roger Thompson; Banking; Financial Services

Web

HBS Working Knowledge – Harvard Business School Faculty Research

Avery Forman 29 FEB 2024 | HBS Case Reach soccer's pinnacle. Become a global brand. Buy a team. Sign Lionel Messi. David Beckham makes success look as easy as his epic free kicks. But leveraging world-class... View Details

05 Feb 2007
Research & Ideas

Business and the Global Poor

large. Of particular interest to business leaders are a number of case studies of successful BOP business models. The co-editors are all associated with HBS: V. Kasturi (Kash) Rangan and John Quelch are faculty, Gustavo Herrero is... View Details

Keywords: by Sean Silverthorne

December 2023
Article

Looking Forward – To Better Strategy-Sales Coordination

By: Frank V. Cespedes

Business decisions are about tomorrow, not yesterday. A key to looking forward in most firms is the annual strategy meeting, where linking sales efforts with strategy is vital for implementation and profitable growth. But according to surveys, less than half of... View Details

Keywords: Sales; Growth and Development Strategy; Corporate Strategy

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April 2005 (Revised March 2006)
Case

RTY Telecom: Network Expansion

Requires real option analysis to analyze a capital expenditure decision by a large regional telecommunications firm. The firm needs to add network capacity for its broadband offering and is trying to decide on how to do this. One approach is simply to purchase this... View Details

Keywords: Expansion; Decision Choices and Conditions; Wireless Technology; Telecommunications Industry