Publications

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July 2018
Article

Marketplaces, Markets, and Market Design

By: Alvin E. Roth

Marketplaces are often small parts of large markets, and both markets and marketplaces come in many varieties. Market design seeks to understand what marketplaces must accomplish to enable different kinds of markets. Marketplaces can have varying degrees of success,... View Details

Keywords: Labor Market; Pricing; Market Design; Markets; Economics

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18 May 2012
Working Paper Summaries

Organization Design for Distributed Innovation

Keywords: by Carliss Y. Baldwin

March 2018
Case

EKOL Logistics: Thinking Outside the Box

By: Willy C. Shih and Esel Çekin

This case describes Ekol, an intermodal transportation and logistics company, and how it manages capacity planning. Its busiest routes linked motor vehicle assemblers in Germany and Turkey with many of their parts suppliers, but it had also developed key links in... View Details

June 2018 (Revised November 2018)
Case

Innovation at Insigne Health

By: Srikant M. Datar, Linda A. Cyr and Caitlin N. Bowler

Insigne Health is a fictional for-profit, integrated health insurer/health care provider whose leadership believes that by shifting members’ focus from “sickness” to “well-being” it could increase the overall health of its insured population and decrease the resources... View Details

Keywords: Design Thinking; Behavior Change; Chronic Disease; Health Care; Health Care and Treatment; Design; Behavior; Change; Innovation and Management

20 Dec 2017
Lessons from the Classroom

How to Design a Better Customer Experience

Click HereHarvard Business School Professor Stefan Thomke describes how his Executive Education students use LEGO blocks to design customer experiences. (Video by Executive Education) Why do some product or service experiences have enough... View Details

Keywords: by Dina Gerdeman; Health; Entertainment & Recreation

19 Oct 2011
Research & Ideas

Designing Cities for a Sustainable Future

On a June day in Manhattan with temperatures heading into the 90s, a straphanger named Mike is taking his customary subway ride to work. People are grumbling about the heat, but hey, it's summer, it's supposed to be hot, and besides, "Whaddya gonna do?" New Yorkers... View Details

Keywords: by Garry Emmons; Construction; Real Estate

January – February 2011
Article

How to Design a Winning Business Model

By: Ramon Casadesus-Masanell and Joan E. Ricart

Most executives believe that competing through business models is critical for success, but few have come to grips with how best to do so. One common mistake is enterprises' unwavering focus on creating innovative models and evaluating their efficacy in standalone... View Details

Keywords: Business Model; Design; Strength and Weakness; Competitive Strategy; Competitive Advantage

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September 2020
Article

Regulatory Sandboxes: A Cure for mHealth Pilotitis?

By: Abhishek Bhatia, Rahul Matthan, Tarun Khanna and Satchit Balsari

Mobile health (mHealth) and related digital health interventions in the past decade have not always scaled globally as anticipated earlier despite large investments by governments and philanthropic foundations. The implementation of digital health tools has suffered... View Details

Keywords: COVID-19; mHealth; Digital Health; Design Thinking; Regulation; Intervention; Regulatory Sandbox; Health Care and Treatment; Technological Innovation; Design; Governing Rules, Regulations, and Reforms; India

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March 2023
Supplement

Deepa Bachu (B): Insights and Experiments at Pensaar Design

By: Thomas Graeber, Joshua Schwartzstein and Amram Migdal

In this case, set in June 2019 in Bangalore, Karnataka, India, Deepa Bachu of Pensaar Design and her team work with client ITC Ltd. to use design thinking and behavioral experiments to improve workplace safety and strive toward the company’s zero-accident goal. The... View Details

September 2013
Case

PadFone vs. FonePad

By: Willy Shih and Sen Chai

To Jonney Shih, Chairman of ASUSTek Computer, the introduction of Apple's iPad made clear the need to transition his company to a new cloud-computing era. But the company's roots in the manufacture of Windows-powered desktop and notebook PCs bounded the creativity of... View Details

September 2015 (Revised March 2025)
Technical Note

FIELD Global Capstone: Developing Customer Empathy

By: Jill Avery

The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details

Keywords: Market Research; Design Thinking; Customer Behavior; Ethnography; Interviews; Surveys; A/B Testing; Experimentation; Marketing; Customer Focus and Relationships; Consumer Behavior; Demand and Consumers

17 Nov 2011
Sharpening Your Skills

Sharpening Your Skills: Organizational Design

Questions To Be Answered: What are the best techniques for fostering innovation in multicultural teams? I want my functional experts to influence high-level strategy. How can managers get the best thinking out of support staff? What role... View Details

Keywords: Re: Ranjay Gulati & Raffaella Sadun

08 Dec 2008
Research & Ideas

Thinking Twice About Supply-Chain Layoffs

one-standard-deviation increase in store labor brought about a 10 percent increase in profit margin. These findings ran contrary to the thinking of store managers that Ton interviewed. They consistently identified service quality as a top... View Details

Keywords: by Julia Hanna; Retail

21 Jun 2007
Working Paper Summaries

Multi-Sided Platforms: From Microfoundations to Design and Expansion Strategies

Keywords: by Andrei Hagiu; Technology

20 Apr 2011
Research & Ideas

Blind Spots: We’re Not as Ethical as We Think

Think back to recent events when people making unethical decisions grabbed the headlines. How did auditors approve the books of Enron and Lehman Brothers? How did feeder funds sell Bernard Madoff's invesments? We would never act as they... View Details

Keywords: by Sean Silverthorne

November 2004 (Revised June 2005)
Background Note

Designing Products and Processes: Aligning Hierarchical Problem Levels with Problem-Solving Team Forms

All complex systems have four distinct hierarchical design levels: system objectives, architecture, interfaces, and components. Each level has a distinct design question associated with it. Distinguishing among these levels and understanding the questions associated... View Details

Keywords: Design; Complexity

January 2014
Technical Note

Learning From Extreme Consumers

By: Jill Avery and Michael Norton

Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details

Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention

2007
Working Paper

Multi-Sided Platforms: From Microfoundations to Design and Expansion Strategies

By: Andrei Hagiu

Multi-sided platforms (MSPs), which bring together two or more interdependent groups of customers, have recently risen to economic and business prominence in many industries. This paper first lays out a simple micro-founded framework which aims to organize academic and... View Details

Keywords: Multi-Sided Platforms