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  • 02 Feb 2010
  • First Look

First Look: Feb. 2

manage an online community for the sole purpose of fostering word-of-mouth for a new brand it was launching. Should Communispace take on this assignment? Purchase this case:http://cb.hbsp.harvard.edu/cb/product/510018-PDF-ENG Hulu: An... View Details
Keywords: Martha Lagace
  • 13 Jan 2003
  • Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

customers themselves are not aware? Zaltman: There are several helpful approaches. One is to double check stated beliefs with actual behavior. For example, many consumers report handling competing brands and comparing prices at the point... View Details
Keywords: by Manda Mahoney
  • 12 Feb 2008
  • First Look

First Look: February 12, 2007

company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for animals and humans. Although numerous View Details
Keywords: Martha Lagace
  • January 2009 (Revised June 2010)
  • Case

Cisco Systems (2001): Building and Sustaining a Customer-Centric Culture

By: Ranjay Gulati
Customer centricity has been an important part of the culture at Cisco Systems since its inception. While part of this is attributable to values put in place by the founders and retained by subsequent management, it is also closely interwoven with its organizational... View Details
Keywords: Customer Satisfaction; Organizational Design; Organizational Structure; Organizational Change and Adaptation; Change Management; Organizational Culture; Research and Development; Job Cuts and Outsourcing; Employees; Brands and Branding; Customer Relationship Management; Business Units
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  • 28 Apr 2009
  • First Look

First Look: April 28, 2009

architectural firm dedicated to being both client-oriented and environmentally responsible. The case uses a difficult design decision in a tsunami rehabilitation project to illustrate the challenges faced by professional services firms... View Details
Keywords: Martha Lagace
  • 22 May 2017
  • Lessons from the Classroom

A Luxury Industry Veteran Teaches the Importance of Aesthetics to Budding Business Leaders

singers Björk, Taylor Swift and Lady Gaga; and Gulla Jónsdóttir, principal of Gulla Jónsdóttir Architecture & Design, a Los Angeles-based design studio, whose projects have included Sushi Roku, the Getty Center, and Euro Disney. Ten... View Details
Keywords: by Carmen Nobel; Beauty & Cosmetics; Apparel & Accessories; Auto; Tourism
  • 28 Nov 2018
  • HBS Case

On Target: Rethinking the Retail Website

and continue to build on your learning.” Just as important, the response had to be relevant to that customer. If a consumer searched for “sneakers,” the site should not only provide a list of sneaker-like shoes, but at the top of the list should be the particular View Details
Keywords: by Dina Gerdeman; Retail
  • 09 Oct 2001
  • Research & Ideas

Driven: How Human Nature Shapes Organizations

challenges as needed. Part of the challenge of organization design is to lay out the architecture of the organization so that barriers between groups—physical distance, organizational lines, and skill differences—do not pile up at any... View Details
Keywords: by Paul Lawrence & Nitin Nohria
  • 25 Jun 2013
  • First Look

First Look: June 25

Network Methods to Map Product Architecture By: Baldwin, Carliss Y., Alan MacCormack, and John Rusnak Abstract—In this paper, we describe an operational methodology for characterising the architecture of... View Details
Keywords: Anna Secino
  • 27 Oct 2002
  • Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

service lines, market segments, and competitive positioning. Marketing did the thinking, managed the brand and consumer franchise in consumer goods companies, and provided support to the sales force. In this simpler world, sales did the... View Details
Keywords: by Benson Shapiro
  • 24 Feb 2014
  • Research & Ideas

Busting Six Myths About Customer Loyalty Programs

retailing. The six myths can be classified in three groups: (1) architecture of shopper reward (size and convexity of rewards), (2) architecture of retailer rewards (sustainable profitability and horizontal... View Details
Keywords: by Marcel Corstjens & Rajiv Lal; Retail; Consumer Products
  • 19 Jul 2016
  • First Look

July 19, 2016

maintaining and adapting this system in future. An important component of technical debt relates to decisions about system architecture. As systems grow and evolve, their architectures can degrade, increasing maintenance costs and... View Details
Keywords: Sean Silverthorne
  • 28 Aug 2018
  • First Look

New Research and Ideas, August 28, 2018

Collaboration By: Bernstein, Ethan, and Stephen Turban Abstract— : Organizations’ pursuit of increased workplace collaboration has led managers to transform traditional office spaces into “open,” transparency-enhancing architectures with... View Details
Keywords: Dina Gerdeman
  • 09 Feb 2010
  • First Look

First Look: Feb. 9

  Working PapersThe Architecture of Complex Systems: Do Core-Periphery Structures Dominate? Authors:Alan MacCormack, Carliss Baldwin, and John Rusnak Abstract Any complex technological system can be decomposed into a number of subsystems... View Details
Keywords: Martha Lagace
  • 23 Feb 2010
  • First Look

First Look: Feb. 23

innovation in clusters should account for these links. Download the paper: http://www.hbs.edu/research/pdf/10-064.pdf The Strategic Use of Architectural Knowledge by Entrepreneurial Firms Author:Carliss Y. Baldwin Abstract This paper... View Details
Keywords: Martha Lagace
  • 29 Oct 2008
  • Research & Ideas

The Next Marketing Challenge: Selling to ’Simplifiers’

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Watch out for a new brand of consumer in... View Details
Keywords: by John Quelch; Retail; Consumer Products; Entertainment & Recreation
  • 29 Jan 2013
  • First Look

First Look: Jan. 29

different non-work identity management strategies-namely assenting to, complying with, resisting, or inverting the pressures-and delineate the consequences of these strategies for people and their organizations/occupations. Expected Firm Altruism, Quality Provision,... View Details
Keywords: Sean Silverthorne
  • 27 Mar 2007
  • First Look

First Look: March 27, 2007

imminent new product and pricing plans, as well as its existing brand power, could greatly hamper AMD's growth and thwart its new initiatives—which included opening up its architecture for end users to... View Details
Keywords: Martha Lagace
  • 07 Mar 2017
  • First Look

First Look at New Research, March 7

Between Architecture Coupling and Software Vulnerabilities: A Google Chrome Case By: Lagerström, Robert, Carliss Y. Baldwin, Alan MacCormack, Dan Sturtevant, and Lee Doolan Abstract—Employing software metrics, such as size and complexity,... View Details
Keywords: Sean Silverthorne
  • 10 May 2016
  • First Look

May 10, 2016

Management By: Rigby, Darrell K., Jeff Sutherland, and Hirotaka Takeuchi Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=51051 January 2016 Journal of Brand Management The Corporate View Details
Keywords: Carmen Nobel

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