Publications

2024
Working Paper

The Revised-Is-Quality Heuristic: Why Consumers Prefer Products Labeled as Revised

By: Ximena Garcia-Rada, Leslie K. John, Ed O’Brien and Michael I. Norton

From downloading never-ending updates to tracking ever-newer releases, consumers today are surrounded by revised products that purport to have improved upon their predecessors. Seven experiments examine when and why consumers rely on a “revised-is-quality”... View Details

Keywords: Product Change; Versioning; Expectancy Effects; Heuristics; Intuitive Processing; Product Marketing; Change; Perception; Consumer Behavior

SSRN

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04 Feb 2010
What Do You Think?

What’s the Best Way to Make Careful Decisions?

Summing Up What is the right mix between intuition and analysis? Several clear themes characterized responses to this month's column. Dominant among these was that the best way to reach a decision depends on a number of factors, including... View Details

Keywords: by James Heskett

07 Aug 2013
What Do You Think?

Is There Still a Role for Judgment in Decision-Making?

is far more valuable in decisions regarding people " However, intuition lags reality. "Use it to consider if the new idea makes sense, but don't give it more weight than it deserves." B. Graham equated judgment with a... View Details

Keywords: by James Heskett

31 Jul 2006
Research & Ideas

When Not to Trust Your Gut

negotiators believe they are capable of distinguishing between situations in which they can safely rely on intuition from those that require more careful thought—but often they are wrong. In fact, most of us trust our View Details

Keywords: by Max H. Bazerman & Deepak Malhotra

25 Feb 2013
Research & Ideas

Lean Strategy Not Just for Start-Ups

Lean start-up strategies aren't just for start-ups anymore. That was the key message that Intuit cofounder Scott Cook (HBS MBA '76) shared in a small seminar with Harvard Business School faculty recently. Since its launch in 1983, the... View Details

Keywords: by Carmen Nobel; Financial Services

May 1995 (Revised November 2001)
Case

Microsoft/Intuit

By: William E. Fruhan Jr.

Microsoft Corp. proposes to acquire Intuit Corp. Examines the strategic fit and the price proposed to complete the transaction. View Details

Keywords: Valuation; Applications and Software; Acquisition; Business Strategy; Information Technology Industry; United States

Article

Managing the Unknowable: The Effectiveness of Early-stage Investor Gut Feel in Entrepreneurial Investment Decisions

By: Laura Huang and Jone L. Pearce

Using an inductive theory-development study, a field experiment, and a longitudinal field test, we examine early-stage entrepreneurial investment decision making under conditions of extreme uncertainty. Building on existing literature on decision making and risk in... View Details

Keywords: Entrepreneurship; Venture Capital; Risk and Uncertainty; Decision Making; Emotions; Performance Effectiveness

February 2019
Case

Miroglio Fashion (A)

By: Sunil Gupta and David Lane

Francesco Cavarero, chief information officer of Miroglio Fashion, Italy’s third-largest retailer of women’s apparel, was trying to bring analytical rigor to the company’s forecasting and inventory management decisions. But fashion is inherently hard to predict. Can... View Details

Keywords: Inventory Management; Demand Forecasting; Artificial Intelligence; Machine Learning; Forecasting and Prediction; Operations; Management; Decision Making; AI and Machine Learning; Apparel and Accessories Industry; Fashion Industry

03 Dec 2010
Working Paper Summaries

Creating Leaders: An Ontological Model

Keywords: by Werner Erhard, Michael C. Jensen & Kari L. Granger

Research Summary

Overview

Ovul Sezer focuses on the study of self-presentation and examines how people intuitively attempt to manage impressions of others. Her work examines both the actors and their motives underlying their self-presentation attempts, and consequences of such behavior. View Details

Keywords: Decision Making; Negotiation

November 2007
Background Note

Bayesian Estimation & Black-Litterman

By: Joshua D. Coval and Erik Stafford

Describes a practical method for asset allocation that is more robust to estimation errors than the traditional implementation of mean-variance optimization with sample means and covariances. The Bayesian inspired Black-Litterman model is described after introducing... View Details

Keywords: Asset Management; Investment Portfolio; Mathematical Methods

07 Aug 2000
Research & Ideas

Rocket Science Retailing

Marshall Fisher of the Wharton School at the University of Pennsylvania, Ananth Raman of HBS and their colleague Anna Sheen McClelland recently completed a survey of 32 retail companies focusing on their practices and progress in four areas critical to what they call... View Details

Keywords: by Marshall L. Fisher, Ananth Raman & Anna Sheen McClelland; Retail

September 2006 (Revised March 2007)
Case

QuickBase

By: Clayton M. Christensen and Mark Szigety

Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to... View Details

Keywords: Applications and Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry

March 2017 (Revised March 2022)
Case

Flashion: Art vs. Science in Fashion Retailing

By: Kris Ferreira and Karim R. Lakhani

Kate Wilson, retail analytics manager at Flashion, a fashion flash-sale site, is tasked with developing analytics to optimize pricing for first-exposure products on the site. Many in the industry have relied on years of experience and intuition to determine pricing—can... View Details

Keywords: Analytics; Pricing; Data; Service Operations; Forecasting and Prediction; Internet and the Web; Technology Adoption; Mathematical Methods; Decision Making; E-commerce; Retail Industry; Fashion Industry; United States

September 1998 (Revised February 1999)
Case

Interactive Insurance Services: Redefining Insurance Distribution

By: Lynda M. Applegate and Marla Malcom-Nagler

Founded in July 1995, Interactive Insurance Services provided personal lines of insurance over the World Wide Web. In June 1996, the company was acquired by Intuit for $7.5 million. The case details the competitive and organizational issues faced by this rapidly... View Details

Keywords: Acquisition; Restructuring; Growth and Development; Distribution; Business Processes; Competitive Strategy; Web; Insurance Industry

December 2016
Article

Impact Investing: A Brief History

By: Brian Trelstad

Over the last decade, impact investing has become an increasingly-discussed topic in the realms of both business and public policy. Impact investors are motived by a desire to advance social or environmental goals and an intuition that pursuing two goals at once -... View Details

Keywords: Impact Investing; Investment; Ethics; Strategy

SSRN

May 2017 (Revised May 2019)
Supplement

Intuit: QuickBooks (B)

By: David Yoffie and Nicole Tempest Keller

This short case updates the earlier Intuit case on transitioning from a product company into a platform company. In addition to providing information on the recent successes and challenges of the business, it also explores a new challenge of building a platform with a... View Details

Keywords: Platform; Strategic Transition; Strategy; Digital Platforms; Transition

December 2012
Article

Behavioral Ethics: Toward a Deeper Understanding of Moral Judgment and Dishonesty

By: Max Bazerman and Francesca Gino

Early research and teaching on ethics focused on either a moral development perspective or philosophical approaches, and used a normative approach by focusing on the question of how people should act when resolving ethical dilemmas. In this paper, we briefly describe... View Details

Keywords: Ethical Decision Making; Corruption; Unethical Behavior; Behavioral Decision Research; Behavior; Ethics

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2007
Book

A Concise Guide to Macroeconomics: What Managers, Executives, and Students Need to Know

By: David A. Moss

Now more than ever before, executives and managers need to understand their larger economic context. In The Concise Guide to Macroeconomics, David Moss leverages his many years of teaching experience at Harvard Business School to lay out important macroeconomic... View Details

Keywords: Macroeconomics; Money; Investment; Management Analysis, Tools, and Techniques