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      • Faculty Publications  (580)

      Marketing CommunicationsRemove Marketing Communications →

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      • October 2010 (Revised January 2011)
      • Case

      Toyota Recalls (A): Hitting the Skids

      By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson
      In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While... View Details
      Keywords: Communication Strategy; Crisis Management; Brands and Branding; Quality; Public Opinion; Auto Industry; Japan; United States
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      Quelch, John A., Carin-Isabel Knoop, and Ryan Johnson. "Toyota Recalls (A): Hitting the Skids." Harvard Business School Case 511-016, October 2010. (Revised January 2011.)
      • August 2010 (Revised July 2011)
      • Supplement

      Erik Peterson at Biometra (C)

      By: John J. Gabarro, Thomas J. DeLong and Jevan Soo
      Describes the outcome of Erik Peterson's meetings over the course of two days with a number of senior executives from the parent company. Students should have read the (A) and (B) cases. The (C) case may be assigned with the (D) case. A redisguised and updated version... View Details
      Keywords: Conferences; Leadership; Management; Product Launch; Problems and Challenges
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      Gabarro, John J., Thomas J. DeLong, and Jevan Soo. "Erik Peterson at Biometra (C)." Harvard Business School Supplement 411-033, August 2010. (Revised July 2011.)
      • 2010
      • Working Paper

      Venture Capital Investment in the Clean Energy Sector

      By: Shikhar Ghosh and Ramana Nanda
      We examine the extent to which venture capital is adequately positioned for the rapid commercialization of clean energy technologies in the United States. While there are several startups in clean energy that are well-suited to the traditional venture capital... View Details
      Keywords: Business Startups; Energy Generation; Venture Capital; Investment; Governing Rules, Regulations, and Reforms; Technological Innovation; Competition; Energy Industry; Green Technology Industry; United States
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      Ghosh, Shikhar, and Ramana Nanda. "Venture Capital Investment in the Clean Energy Sector." Harvard Business School Working Paper, No. 11-020, August 2010.
      • 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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      Quelch, John A., and Heather Beckham. "Metabical: Positioning and Communications Strategy for a New Weight Loss Drug." Harvard Business School Brief Case 104-240, July 2010.
      • June 2010 (Revised February 2011)
      • Case

      The Fox Islands Wind Project (A)

      By: Joseph B. Lassiter III, James Thomas Corcoran, Max Gazor, Dylan Hogarty and Alexander H. Somers, Jr.
      The market for electricity on the Fox Islands of North Haven and Vinalhaven, Maine is unique and costly for residents. Historically, electricity prices on the islands had been three times the national average because of the high cost of importing electricity via an... View Details
      Keywords: Business Startups; Renewable Energy; Social Entrepreneurship; Cost; Financing and Loans; Projects; Business and Community Relations; Environmental Sustainability; Green Technology Industry; Maine
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      Lassiter, Joseph B., III, James Thomas Corcoran, Max Gazor, Dylan Hogarty, and Alexander H. Somers, Jr. "The Fox Islands Wind Project (A)." Harvard Business School Case 810-129, June 2010. (Revised February 2011.)
      • April 2010 (Revised November 2011)
      • Teaching Note

      Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)

      By: V. Kasturi Rangan and Sunru Yong
      Teaching Note for 4190 View Details
      Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Marketing Strategy; Price; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy
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      Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)." Harvard Business School Teaching Note 104-190, April 2010. (Revised November 2011.)
      • April 2010 (Revised November 2011)
      • Case

      Soren Chemical: Why Is the New Swimming Pool Product Sinking?

      By: V. Kasturi Rangan and Sunru Yong
      Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling... View Details
      Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry
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      Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why Is the New Swimming Pool Product Sinking?" Harvard Business School Brief Case 104-188, April 2010. (Revised November 2011.)
      • April 2010 (Revised November 2011)
      • Supplement

      Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement (Brief Case)

      By: V. Kasturi Rangan and Sunru Yong
      Keywords: Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy
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      Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement (Brief Case)." Harvard Business School Spreadsheet Supplement 104-191, April 2010. (Revised November 2011.)
      • 2010
      • Book

      Different: Escaping the Competitive Herd

      By: Youngme Moon
      Every few years a book-through a combination of the author's unique voice, storytelling ability, spirit, and insight-simply breaks the mold. Youngme Moon's DIFFERENT is that kind of book, a book for "people who don't read business books...," a book that feels like an... View Details
      Keywords: Communication Intention and Meaning; Entrepreneurship; Innovation and Invention; Marketing; Creativity; Competition
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      Moon, Youngme. Different: Escaping the Competitive Herd. Crown, 2010.
      • March 2010 (Revised April 2014)
      • Case

      American Well: The Doctor Will E-See You Now

      By: Elie Ofek and Ron Laufer
      What is next for healthcare IT provider American Well, whose innovative Online Care technology allows physicians to deliver care to patients online in real time? Using American Well's platform, patients with non-emergency health concerns can communicate with physicians... View Details
      Keywords: Entrepreneurship; Health Care and Treatment; Technological Innovation; Growth and Development Strategy; Market Entry and Exit; Service Delivery; Online Technology; Health Industry
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      Ofek, Elie, and Ron Laufer. "American Well: The Doctor Will E-See You Now." Harvard Business School Case 510-061, March 2010. (Revised April 2014.)
      • March 2010 (Revised June 2010)
      • Case

      Dassault Systemes

      By: Stefan H. Thomke and Daniela Beyersdorfer
      Dassault Systèmes, a leader in product lifecycle management software, has enjoyed a very profitable business model in 3D engineering design. In the past, it has successfully managed market disruptions and opportunities through acquisition and organic innovations. Its... View Details
      Keywords: Business Model; Innovation and Invention; Product Development; Product Marketing; Technology Industry
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      Thomke, Stefan H., and Daniela Beyersdorfer. "Dassault Systemes." Harvard Business School Case 610-080, March 2010. (Revised June 2010.)
      • March – April 2010
      • Article

      The Need for Ideological Consciousness

      By: George C. Lodge
      Every so often in American history a crisis comes along that requires Americans to inspect cherished assumptions and to act in a way that many find ideologically repulsive. Although our leaders insist that such actions are pragmatic-the only sensible way to deal with... View Details
      Keywords: History; Leadership; Competition; Framework; Consumer Behavior; Business and Community Relations; Government and Politics; Financial Crisis; Planning; United States
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      Lodge, George C. "The Need for Ideological Consciousness." Challenge 53, no. 2 (March–April 2010): 76–89.
      • February 2010 (Revised August 2010)
      • Case

      Sheikh Mohammed and the Making of 'Dubai, Inc.'

      By: Anthony Mayo, Nitin Nohria, Umaimah Mendhro and Johnathan Cromwell
      Sheikh Mohammed bin Rashid Al Maktoum has converted Dubai from a sleepy little coastal village into a world-class city, famous for its ambition, drive, and economic promise. He is the founder, part-owner, and visionary behind companies such as Emirates Airlines, a... View Details
      Keywords: Development Economics; Leadership Style; Emerging Markets; Personal Development and Career; Business and Community Relations; Business and Government Relations; Dubai
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      Mayo, Anthony, Nitin Nohria, Umaimah Mendhro, and Johnathan Cromwell. "Sheikh Mohammed and the Making of 'Dubai, Inc.'." Harvard Business School Case 410-063, February 2010. (Revised August 2010.)
      • January 2010 (Revised August 2011)
      • Case

      United Breaks Guitars

      By: John A. Deighton and Leora Kornfeld
      When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details
      Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry
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      Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.)
      • 2010
      • Working Paper

      Does Product Market Competition Lead Firms To Decentralize?

      By: Nicholas Bloom, Raffaella Sadun and John Van Reenen
      There is a widespread sense that over the last two decades firms have been decentralizing decisions to employees further down the managerial hierarchy. Economists have developed a range of theories to account for delegation, but there is less empirical evidence,... View Details
      Keywords: Decision Making; Employees; Managerial Roles; Organizational Structure; Competitive Strategy; Asia; Europe; North America
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      Bloom, Nicholas, Raffaella Sadun, and John Van Reenen. "Does Product Market Competition Lead Firms To Decentralize?" Harvard Business School Working Paper, No. 10-052, January 2010. (forthcoming in: American Economic Review: Papers and Proceedings.)
      • Article

      Market Reaction to and Valuation of IFRS Reconciliation Adjustments: First Evidence from the UK

      By: Joanne Horton and George Serafeim
      We investigate the market reaction to, and the value-relevance of, information contained in the mandatory transitional documents required by International Financial Reporting Standards (IFRS) 1 (2005). We find significant negative abnormal returns for firms reporting... View Details
      Keywords: Valuation; Markets; Information; International Finance; Earnings Management; Stock Shares; Taxation; Goodwill Accounting; Price; Financial Reporting; Standards; Corporate Disclosure; United Kingdom
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      Horton, Joanne, and George Serafeim. "Market Reaction to and Valuation of IFRS Reconciliation Adjustments: First Evidence from the UK." Review of Accounting Studies 15, no. 4 (December 2010).
      • Article

      Recent Advances in the Empirics of Organizational Economics

      By: Nicholas Bloom, Raffaella Sadun and John Van Reenen
      We present a survey of recent contributions in empirical organizational economics, focusing on management practices and decentralization. Productivity dispersion between firms and countries has motivated the improved measurement of firm organization across industries... View Details
      Keywords: Economics; Management Practices and Processes; Performance Productivity; Geographic Location; Motivation and Incentives; Factories, Labs, and Plants; Competition; Human Capital; Markets; Governing Rules, Regulations, and Reforms; Multinational Firms and Management; India; Brazil; United States
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      Bloom, Nicholas, Raffaella Sadun, and John Van Reenen. "Recent Advances in the Empirics of Organizational Economics." Annual Review of Economics 2 (2010): 105–137.
      • 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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      Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
      • December 2009
      • Article

      Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?

      By: Felix Oberholzer-Gee and Joel Waldfogel
      Since the dawn of broadcasting, and especially in the past decade, Americans have turned their attention from local to more distant sources of news and entertainment. While the integration of media markets will raise the private welfare of many consumers, critics of a... View Details
      Keywords: Voting; Ethnicity; Behavior; Local Range; Journalism and News Industry; Media and Broadcasting Industry; United States
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      Oberholzer-Gee, Felix, and Joel Waldfogel. "Media Markets and Localism: Does Local News en Español Boost Hispanic Voter Turnout?" American Economic Review 99, no. 5 (December 2009).
      • October 2009
      • Case

      Medisys Corp.: The IntensCare Product Development Team

      By: Anne Donnellon and Joshua D. Margolis
      Key topics include designing teams, managing teams, managing conflict, group dynamics, project management, product development, interdepartmental relations, and organizational change. MediSys, a U.S.-based medical equipment maker, has been developing IntensCare, a new... View Details
      Keywords: Project Management; Interdepartmental Relations; Organizational Change; Leadership; Conflict Management; Interpersonal Communication; Groups and Teams; Product Design; Product Development; Organizational Change and Adaptation; Health Care and Treatment; Power and Influence; Medical Devices and Supplies Industry; United States
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      Donnellon, Anne, and Joshua D. Margolis. "Medisys Corp.: The IntensCare Product Development Team." Harvard Business School Brief Case 094-059, October 2009.
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