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- Faculty Publications (97)
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- All HBS Web (408)
- Faculty Publications (97)
- 18 Aug 2020
- Blog Post
Innovating in the Hot Market of Cold Brew
where we had access to a dozen 3D printers and a full maker space. We had created our first prototypes, which we were testing with baristas and coffee roasters, and getting great feedback. We were meeting weekly with HBS alumni, legal and...
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- September 2014 (Revised April 2016)
- Case
Cree Inc.: Introducing the LED Light Bulb
By: John Gourville and Michael Norris
Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar...
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Keywords:
Marketing;
Innovation;
Product Adoption;
Technological Innovation;
Technology Adoption;
Energy Conservation;
Product Launch;
Consumer Products Industry;
North Carolina
Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Case 515-026, September 2014. (Revised April 2016.)
- 20 Feb 2017
- Working Paper Summaries
Where Should We Build a Mall? The Formation of Market Structure and Its Effect on Sales
- July–August 2018
- Article
From Niche to Mainstream (HBR Case Study)
By: Elie Ofek
A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented.
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Keywords:
New Product Marketing;
Retail Trade;
Private Label;
International Expansion;
Cultural Branding;
Consumer Packaged Goods (CPG);
Product Marketing;
Expansion;
Global Range;
Brands and Branding;
Strategy;
Food and Beverage Industry;
Retail Industry
Ofek, Elie. "From Niche to Mainstream (HBR Case Study)." Harvard Business Review 96, no. 4 (July–August 2018).
- September 2014 (Revised September 2015)
- Case
Doing Business in Morocco
By: Jill Avery, Tonia Junker and Daniela Beyersdorfer
This case examines the challenges and opportunities of doing business in Morocco. It highlights Morocco's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of...
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- 2020
- Working Paper
Targeting for Long-Term Outcomes
By: Jeremy Yang, Dean Eckles, Paramveer Dhillon and Sinan Aral
Decision makers often want to target interventions so as to maximize an outcome that is observed only in the long term. This typically requires delaying decisions until the outcome is observed or relying on simple short-term proxies for the long-term outcome. Here we...
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Keywords:
Targeted Marketing;
Optimization;
Churn Management;
Marketing;
Customer Relationship Management;
Policy;
Learning;
Outcome or Result
Yang, Jeremy, Dean Eckles, Paramveer Dhillon, and Sinan Aral. "Targeting for Long-Term Outcomes." Working Paper, October 2020.
- Research Summary
Overview
By: Ayelet Israeli
Professor Israeli utilizes econometric methods and field experiments to study data driven decision making in marketing context. Her research focuses on data-driven marketing, with an emphasis on how businesses can leverage their own data, customer data, and market data...
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- 21 Mar 2019
- HBS Case
The Ferrari Way
future,” the driver said. “But I do know that any new technology will be deployed in our car the Ferrari way.” In practice, that means a careful balancing of three elements: driving pleasure, performance, and style. As the company’s View Details
- March 1997 (Revised October 2017)
- Case
Hospital Equipment Corporation
By: Clayton M. Christensen and Rory McDonald
Hospital Equipment Corp. is a very successful maker of hospital beds. Due to outstanding performance in new product development, it grew to dominate its primary market and is searching for other opportunities to grow through new product development. It discovers that...
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Keywords:
Growth and Development Strategy;
Innovation and Management;
Opportunities;
Business Processes;
Product Development;
Technological Innovation;
Expansion;
Markets;
Problems and Challenges;
Medical Devices and Supplies Industry;
United States
Christensen, Clayton M., and Rory McDonald. "Hospital Equipment Corporation." Harvard Business School Case 697-086, March 1997. (Revised October 2017.)
- 30 Jun 2022
- HBS Case
Peloton Changed the Exercise Game. Can the Company Push Through the Pain?
Few companies create an entirely new consumer market and reach icon status—and then set out to reinvent themselves. But that’s the hill the at-home, interactive-exercise firm Peloton is now climbing. Peloton was one of the freewheeling...
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- May 2013
- Case
Launching Krispy Natural: Cracking the Product Management Code
By: Frank V. Cespedes and Heather Beckham
Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete...
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Keywords:
Analytics and Data Science;
Competition;
Organizational Culture;
Management Teams;
Brands and Branding;
Expansion;
Marketing Strategy;
Product Launch;
Acquisition;
Food and Beverage Industry;
Ohio;
United States
Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code." Harvard Business School Brief Case 913-574, May 2013.
- September 2001 (Revised December 2003)
- Case
Eskimo Pie Corporation (Abridged)
In early 1991, Reynolds Metals, the makers of aluminum products, decided to sell its holding of Eskimo Pie, a marketer of branded frozen novelties. Reynolds had an offer from Nestle to acquire Eskimo Pie. However, Reynolds decided instead to make an initial public...
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Keywords:
Food;
Initial Public Offering;
Cost of Capital;
Valuation;
Business Divisions;
Brands and Branding;
Food and Beverage Industry
Ruback, Richard S. "Eskimo Pie Corporation (Abridged)." Harvard Business School Case 202-037, September 2001. (Revised December 2003.)
- May 2006 (Revised June 2006)
- Case
Icebreaker: The China Entry Decision
By: Joseph B. Lassiter III and Dan Heath
Jeremy Moon, CEO of Icebreaker, maker of merino-fiber activewear, thinks about the strengths and weaknesses of staying focused on his rapidly expanding U.S. and European markets vs. broadening his attack to include China. If he enters China, should he continue his...
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Keywords:
Brands and Branding;
Product Positioning;
Global Strategy;
Expansion;
Decision Choices and Conditions;
Market Entry and Exit;
Marketing Strategy;
Apparel and Accessories Industry;
China;
United States;
Europe
Lassiter, Joseph B., III, and Dan Heath. "Icebreaker: The China Entry Decision." Harvard Business School Case 806-195, May 2006. (Revised June 2006.)
- May 1999 (Revised March 2008)
- Case
Husky Injection Molding Systems
By: Jan W. Rivkin
Husky, a Canadian maker of injection molding systems, has established an enviable position in the market for plastics processing equipment. The company builds the highest performance systems in the business and charges a hefty premium for them. Husky is enjoying robust...
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Keywords:
Market Entry and Exit;
Rank and Position;
Competition;
Expansion;
Industrial Products Industry;
Canada
Rivkin, Jan W. "Husky Injection Molding Systems." Harvard Business School Case 799-157, May 1999. (Revised March 2008.)
- March 2003 (Revised November 2009)
- Case
Hudson Manufacturing Company
By: Paul A. Gompers and Vanessa del Valle Broussard
Concerns the decision by Brett Keith and Owen Colligan to purchase Hudson Manufacturing, a maker of heaters and air filtration units for the military. Keith and Colligan have organized a search fund and identified Hudson as a potential buyout. The decline in the...
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Keywords:
Mergers and Acquisitions;
Decision Choices and Conditions;
Investment;
Pollutants;
Industrial Products Industry;
Manufacturing Industry
Gompers, Paul A., and Vanessa del Valle Broussard. "Hudson Manufacturing Company." Harvard Business School Case 203-064, March 2003. (Revised November 2009.)
- November 1992 (Revised August 2001)
- Case
Eskimo Pie Corporation
In early 1991, Reynolds Metals, the makers of aluminum products, decided to sell its holding of Eskimo Pie, a marketer of branded frozen novelties. Reynolds had an offer from Nestle to acquire Eskimo Pie. However, Reynolds decided instead to make an initial public...
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Keywords:
Initial Public Offering;
Decisions;
Mergers and Acquisitions;
Performance Productivity;
Leadership;
Corporate Entrepreneurship;
Expansion;
Ownership;
Food and Beverage Industry;
Manufacturing Industry
Ruback, Richard S. "Eskimo Pie Corporation." Harvard Business School Case 293-084, November 1992. (Revised August 2001.)
- April 2002 (Revised September 2002)
- Background Note
Capital Controls
By: Rawi E. Abdelal and Laura Alfaro
Only in the waning years of the 20th century did international financial markets begin to enjoy the freedom from government regulation that they had experienced before the first world war. By 2002, international capital markets had grown to be enormous--$1.2 trillion...
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Keywords:
History;
Policy;
Business and Government Relations;
Change Management;
Cost vs Benefits;
Governance Controls;
Governance Compliance;
Emerging Markets;
Financial Markets;
Network Effects;
Banking Industry;
Financial Services Industry
Abdelal, Rawi E., and Laura Alfaro. "Capital Controls." Harvard Business School Background Note 702-082, April 2002. (Revised September 2002.)
- 06 Jun 2007
- Research & Ideas
Behavioral Finance—Benefiting from Irrational Investors
like computers in financial models. Behavioral finance replaces these idealized decision makers with real and imperfect people who have social, cognitive, and emotional biases. My work focuses on how the resulting inefficiencies in the...
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Keywords:
by Julia Hanna
- November 2018 (Revised January 2022)
- Case
JUUL and the Vaping Revolution
By: Michael W. Toffel, John Masko and Sarah Mehta
In late 2019, San Francisco-based electronic cigarette (e-cigarette) maker JUUL Labs (pronounced “jewel”) faced intense pressure. Sales of JUUL products exceeded $1 billion in 2018, dominating the e-cigarette category. While JUUL Labs’ stated goal was to help current...
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Keywords:
Electronic Cigarettes;
E-Cigarettes;
Vaping;
Nicotine Replacement;
JUUL;
Juuling;
Advertising;
Digital Marketing;
Customers;
Innovation and Invention;
Marketing;
Ethics;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Corporate Social Responsibility and Impact;
Social Issues;
Information Technology;
Technology Industry;
San Francisco;
California
Toffel, Michael W., John Masko, and Sarah Mehta. "JUUL and the Vaping Revolution." Harvard Business School Case 619-006, November 2018. (Revised January 2022.)
- January–February 2013
- Article
Will Our Partner Steal Our IP?
By: Willy C. Shih and Jyun-Cheng Wang
This fictionalized case looks at the spillover of intellectual property (IP) from a critical component supplier to an original equipment maker in the Chinese auto industry. What are the challenges to holding on to proprietary know-how when a customer wishes to use...
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Keywords:
Intellectual Property Management;
Intellectual Property;
Auto Industry;
Electronics Industry;
China;
Taiwan
Shih, Willy C., and Jyun-Cheng Wang. "Will Our Partner Steal Our IP?" Harvard Business Review 91, nos. 1/2 (January–February 2013): 137–139.