Publications

2019
Article

Big Data

By: John A. Deighton

Big data is defined and distinguished from a mere moment in the “ancient quest to measure.” Specific discontinuities in the practice of information science are identified that, the paper argues, have large consequences for the social order. The infrastructure that runs... View Details

Keywords: Big Data; Digital Infrastructure; Privacy; Algorithm; Data Generators; Marketplace Icon; Analytics and Data Science; Infrastructure; Power and Influence; Society

November 2018
Case

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth (Brief Case)

By: John A. Quelch and Katherine B. Hartman

Shelby Diaz, country manager for Cepuros Foods International—Malaysia (CFI-M), must decide a growth strategy for the expansion of CFI-M's line of salsas, particularly regarding whom to target and how to allocate marketing investments. CFI-M could expand aggressively by... View Details

Keywords: Growth and Development Strategy; Marketing Strategy; Marketing Communications; Product Positioning

November 2018
Supplement

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Instructors (Brief Case)

By: John A. Quelch and Katherine B. Hartman

November 2018
Supplement

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Spreadsheet for Students (Brief Case)

By: John A. Quelch and Katherine B. Hartman

November 2018
Teaching Note

Cepuros Foods Malaysia: Finding the Secret Sauce for Growth, Teaching Note (Brief Case)

By: John A. Quelch and Katherine B. Hartman

Brief Case Teaching Note for HBS No. 919-513. View Details

September 2018
Case

Hunley, Inc.: Casting for Growth

By: John A. Quelch and James T. Kindley

Hunley, Inc. manufactures rods for the niche sport of fly fishing. It specializes in freshwater rods that are perceived as "middle-market" products, targeted at "avid" fly fishers. In the face of declining revenue and a decreasing price per unit sold, the company's... View Details

Keywords: Growth and Development Strategy; Marketing Strategy; Decision Choices and Conditions; Sports; Marketing Channels; Distribution Channels

September 2018
Teaching Note

Hunley, Inc.: Casting for Growth (Brief Case)

By: John A. Quelch and James T. Kindley

Teaching Note for HBS No. 919-501. View Details

September 2018
Supplement

Hunley, Inc.: Casting for Growth, Spreadsheet for Instructors (Brief Case)

By: John A. Quelch and James T. Kindley

September 2018
Supplement

Hunley, Inc.: Casting for Growth, Spreadsheet for Students (Brief Case)

By: John A. Quelch and James T. Kindley

June 2018
Case

Forta Furniture: International Expansion

By: John A. Quelch and Karthik Easwar

The Forta Furniture case highlights the need to consider new market expansion to grow a firm. It demonstrates that simply doing what has always been done is not sustainable when other competitors enter the market with differentiated or potentially superior offerings.... View Details

Keywords: Market Entry and Exit; Global Range; Decision Making; Analysis; Cross-Cultural and Cross-Border Issues; Growth and Development Strategy; Brands and Branding; Expansion

June 2018
Teaching Note

Forta Furniture: International Expansion (Brief Case)

By: John A. Quelch and Karthik Easwar

Teaching Note for HBS No. 918-547. View Details

June 2018
Supplement

Forta Furniture: International Expansion, Spreadsheet for Instructors (Brief Case)

By: John A. Quelch and Karthik Easwar

June 2018
Supplement

Forta Furniture: International Expansion, Spreadsheet for Students (Brief Case)

By: John A. Quelch and Karthik Easwar

June 2018 (Revised October 2019)
Case

Back to the Roots

By: Elizabeth A. Keenan and Leslie K. John

Email mking@hbs.edu for a courtesy copy.

Back to the Roots (BTTR) is a start-up with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders... View Details

Keywords: Organic Food; Startup; Crowdfunding; Sustainability; Transparency; Entrepreneurship; Business Startups; Product Development; Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry

Summer 2018
Article

CSR Needs CPR: Corporate Sustainability and Politics

By: Thomas Lyon, Magali A. Delmas, John W. Maxwell, Pratima Bansal, Mireille Chiroleu-Assouline, Patricia Crifo, Rodolphe Durand, Jean-Pascal Gond, Andrew King, Michael Lenox, Michael W. Toffel, David Vogel and Frank Wijen

Corporate sustainability has gone mainstream, and many companies have taken meaningful steps to improve their own environmental performance. But while corporate political actions such as lobbying can have a greater impact on environmental quality, they are ignored in... View Details

Keywords: Corporate Social Responsibility and Impact; Environmental Sustainability; Communication; Policy; Business and Government Relations

Find at Harvard

2018
Working Paper

Learning to Become a Taste Expert

By: Kathryn A. Latour and John A. Deighton

Evidence suggests that consumers seek to become more expert about hedonic products to enhance their enjoyment of future consumption occasions. Current approaches to becoming an expert center on cultivating an analytic mindset. In the present research the authors... View Details

Keywords: Hedonic; Wine; Expertise; Holistic; Analytic; Sensory; Taste; Learning; Experience and Expertise; Analysis; Perception

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