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Publications
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- Faculty Publications (593)
- December 2009
- Article
Negotiation? Auction? A Deal Maker's Guide
What's the best way to buy or sell an asset? Should you hold an auction and accept the most attractive offer? Or should you identify the most likely prospects and negotiate with them privately? Auctions became increasingly popular after the internet opened wide the... View Details
- November 2009 (Revised December 2009)
- Case
DaChan Food (Asia) in China
By: Ray A. Goldberg and David Lane
DaChan Food in China is providing leadership in the quality, health, and environmental needs of the Chinese consumer as poultry consumption increases there. Continuing to provide that leadership as global and national competition increase becomes more and more... View Details
- October 2009 (Revised June 2011)
- Case
Zappos.com 2009: Clothing, Customer Service, and Company Culture
By: Frances X. Frei, Robin J. Ely and Laura Winig
On July 17, 2009, Zappos.com, a privately held online retailer of shoes, clothing, and other soft line retail categories, learned that Amazon.com, a $19 billion multinational online retailer, had won its board of directors' approval to offer to merge the two companies.... View Details
- October 2009 (Revised June 2010)
- Case
Hulu: An Evil Plot to Destroy the World?
By: Anita Elberse and Sunil Gupta
In July 2009, Jason Kilar, the chief executive officer of Hulu, is debating whether the online video aggregator should move away from a purely advertising-supported model, and whether it should participate in an industry-wide initiative to develop and test... View Details
- October 2009
- Article
Shaping Online Consumer Choice by Partitioning the Web
By: Jolie M. Martin and Michael I. Norton
This research explores how partitioning attributes in online search interfaces changes the valuations of those attributes-and impacts subsequent choice-such that attributes that are displayed as separate categories tend to receive greater decision weight than... View Details
- September 2009 (Revised January 2012)
- Case
Suntech Power
Suntech, a Chinese manufacturer of photovoltaic cells and solar panels, is the third largest solar company in the world. About 90 percent of its sales have been in Europe—especially Germany and Spain. But with its new "pluto" technology, and with new governmental... View Details
- September 2009
- Teaching Note
HubSpot: Inbound Marketing and Web 2.0 (TN)
By: Thomas J. Steenburgh and Jill Avery
Teaching Note for 509-049. View Details
- August 2009 (Revised August 2010)
- Case
Slanket: Responding to Snuggie's Market Entry
By: John A. Deighton and Leora Kornfeld
How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details
- July 2009
- Teaching Note
Microsoft's Search (TN)
By: Jan W. Rivkin and Eric J. Van den Steen
Teaching Note for [709461]. View Details
- Article
Cable TV vs. Cable Broadband
- May 2009
- Case
Who is the Fairest of Them All? Choosing a Leader at Deronde International
By: Nitin Nohria and Martha Spaulding
Alain Deronde, the CEO of a French personal care company, has to choose a successor to head global product development from a diverse set of candidates with different backgrounds, strengths, and weaknesses. The candidates include Elise Bernier, Vice President of... View Details
- March 2009 (Revised January 2010)
- Background Note
The Newspaper Industry in Crisis
By: David J. Collis, Peter W. Olson and Mary Furey
This note is a primer on the newspaper industry, which has been in decline in the U.S. and Western Europe. The 19th century business model whereby news and editorial content was packaged and delivered to homes daily and paid for by national advertisers has been... View Details
- Article
Make Online Ads Accountable
- Article
Media Companies Need to Become Marketing Companies
By: Andrew J. Heyward and Jeffrey F. Rayport
- January 2009 (Revised March 2009)
- Case
A Chinese Start-up's Midlife Crisis: 99Sushe.com
By: William C. Kirby, F. Warren McFarlan and Tracy Manty
Now into their third year at the helm of an Internet start-up in China, Ken Pao and Bill Li were managing a totally different company (with a new name) from the one they first founded in 2006. Having changed their business model from a social networking site to an... View Details
- January 2009 (Revised February 2013)
- Case
Appellation Shanxi: Grace Vineyard
By: William C. Kirby, Michael Shih-ta Chen and Keith Chi-ho Wong
Grace Vineyard was a rare family-owned, private winery in China that was set on establishing itself as a world-renowned, quality vintner. Judy Leissner, the second-generation company leader, was at a crossroads in how she wanted to grow the business that her father... View Details
- January 2009
- Case
Microsoft's Search
By: Jan W. Rivkin and Eric J. Van den Steen
In 2008, executives at Microsoft must decide how to compete against Google in the market for Internet search and advertising. The case describes how Microsoft has responded to a set of competitive threats in the past, how Google has gained a dominant position in... View Details
- January 2009
- Teaching Note
Obama versus Clinton: The YouTube Primary (TN)
By: John A. Deighton and Leora Kornfeld
Teaching Note for [509032]. View Details