Publications

July 2011 (Revised April 2012)
Case

The Clorox Company: Leveraging Green for Growth

By: Elie Ofek and Lauren Barley

The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details

Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry

2024
Working Paper

Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization

By: Ta-Wei Huang, Eva Ascarza and Ayelet Israeli

This paper introduces Incrementality Representation Learning (IRL), a novel multitask representation learning framework that predicts heterogeneous causal effects of marketing interventions. By leveraging past experiments, IRL efficiently designs and targets... View Details

Keywords: Heterogeneous Treatment Effect; Multi-task Learning; Representation Learning; Personalization; Promotion; Deep Learning; Field Experiments; Customer Focus and Relationships; Customization and Personalization

SSRN

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October 2007 (Revised November 2010)
Module Note

Evaluating M&A Deals-Equity Consideration

By: Carliss Y. Baldwin

What the acquiring company pays for a target in a merger or acquisition is called "consideration." Consideration can be in the form of cash, shares, or a combination of the two. Lays out the basic mechanics of equity consideration. Derives formulas for the Deal NPV of... View Details

Keywords: Mergers and Acquisitions; Equity

9 AM – 9 AM EST, 09 Jan 2018
HBS Online

HBX CORe

CORe (Credential of Readiness) is HBX's primer on the fundamentals of business thinking - a three-course online program covering Business Analytics, Economics for Managers, and Financial Accounting. Target audience: Individuals without a post-graduate degree in... View Details

9 AM – 9 AM EDT, 11 Apr 2018
HBS Online

HBX Disruptive Strategy

Disruptive Strategy, created by architect of disruption theory Clayton Christensen, enables you to strengthen your capacity to make innovation a reality and unlock your potential to create winning strategies. Target audience: HBS alumni and experienced colleagues;... View Details

March–April 2013
Article

Expected Firm Altruism, Quality Provision, and Brand Extensions

By: Julio J. Rotemberg

A setting is considered where consumers keep track of the extent to which brands care about them, which is modeled as altruism of brands towards their target consumers. Consumers who purchase an experience good of high quality reasonably deduce that the supplier of... View Details

Keywords: Customers; Quality; Consumer Behavior; Attitudes; Brands and Branding

Find at Harvard

January 1994 (Revised April 1995)
Case

EMC Corporation: Response to Shareholder Litigation (A)

By: Josh Lerner

EMC Corp. is the target of a shareholder class-action lawsuit for the second time. CEO, Richard Egan, must decide whether to settle the case, as is done in 96% of such cases and as EMC itself did previously, or fight the action. View Details

Keywords: Decision Choices and Conditions; Lawsuits and Litigation; Going Public; Management Teams; Business and Shareholder Relations; Technology Industry; United States

10 Nov 2010
News

A New Era for Raiders

August 2012 (Revised August 2012)
Case

HealthAllies (A)

By: Regina E. Herzlinger and Michael Sherman

This case describes a "do good and do well" firm that enables individuals to buy health care services at discounted prices. It delineates the characteristics of the uninsured and others who are the primary targets for the firm. "HealthAllies (B)" provides information... View Details

Keywords: Entrepreneurship; Health Care and Treatment; Marketing Channels; Demand and Consumers; Commercialization; Health Industry

13 Sep 2017
Blog Post

Why We Recruit: Gorton's Seafoods

Why We Recruit is a series of interviews with our recruiting partners covering a variety of topics ranging from their experience working with HBS to what they want students to know. New interviews will be released throughout the year to dive into unique perspectives of... View Details

Keywords: Consumer Products / Retail

25 Oct 2010
HBS Case

Tesco’s Stumble into the US Market

Fresh & Easy experiment no doubt prompted the recent announcement that Fresh & Easy would be given a two-year reprieve until 2013. Tesco has the resources to continue, and the US market's size remains a juicy target if Tesco can... View Details

Keywords: by Sean Silverthorne; Retail

March 1991 (Revised June 1993)
Case

Chevron Corp.: Corporate Image Advertising

By: John A. Quelch

Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford... View Details

Keywords: Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States

Video

Dr. Laura Catena

Dr. Laura Catena, Managing Director of Bodega Catena Zapata, traces the history of her family winery from humble beginnings to their decision in the 1990s to target the French wine industry and establish Argentine wine as amongst the best in the world. View Details

04 Jun 2015
Blog Post

Why Career Switchers Make a Great Hire

transferable skills, and are driven to be strong candidate in their target field. Here's why you should consider hiring them: 1) Career Switchers can round out a team by adding relevant experience from their prior industry. 2) They offer... View Details

Keywords: All Industries

January 2018
Supplement

Interview with Case Protagonist Wen Li

By: Willy C. Shih

In today's global economy, what are the factors that go into production location choice? This case is set in the world's largest automotive glass producer as it expands from China into the United States. To meet a very aggressive cost target, management is faced with... View Details

Keywords: Globalization Of Supply Chain; Production Management; Production; Globalization; Global Strategy; Auto Industry; China; United States

Article

Default Neglect in Attempts at Social Influence

By: Julian Zlatev, David P. Daniels, Hajin Kim and Margaret A. Neale

Current theories suggest that people understand how to exploit common biases to influence others. However, these predictions have received little empirical attention. We consider a widely studied bias with special policy relevance: the default effect, which is the... View Details

Keywords: Social Influence; Default Effect; Nudges; Choice Architecture; Decision Making; Behavior