Publications

Keywords: Advertising Campaigns

March 2006 (Revised March 2006)
Teaching Note

Cabo San Viejo: Rewarding Loyalty (TN)

December 2005 (Revised March 2006)
Module Note

Rethinking Customer Satisfaction

Outlines the structure and content of a six-session module that explores the negative dynamics that can result when firm profitability becomes disconnected from customer satisfaction. View Details

Keywords: Customer Satisfaction

November 2005 (Revised February 2006)
Module Note

Rethinking Branding

The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details

Keywords: Brands and Branding

October 2005
Supplement

Aqualisa Quartz: Harry Rawlinson (DVD)

Keywords: Construction Industry

October 2005 (Revised March 2006)
Module Note

Rethinking Positioning

Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details

Keywords: Product Positioning; Brands and Branding; Marketing

May 2005 (Revised March 2007)
Teaching Note

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

Teaching Note to (9-505-024). View Details

Keywords: Electronics Industry

May 2005
Article

Break Free from the Product Life Cycle

By: Youngme Moon

Keywords: Product; Business Cycles

Find at Harvard

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

July 2004 (Revised March 2007)
Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe

July 2004 (Revised November 2005)
Teaching Note

Burberry (TN)

Teaching Note to (9-504-048). View Details

Keywords: Apparel and Accessories Industry

July 2004 (Revised February 2005)
Teaching Note

Marketing Antidepressants: Prozac and Paxil (TN)

Teaching Note to (9-502-055). View Details

Keywords: Marketing; Pharmaceutical Industry

July 2004 (Revised March 2006)
Teaching Note

The Birth of the Swatch (TN)

Teaching Note to (2-504-096). View Details

Keywords: History; Fashion Industry

July 2004 (Revised March 2006)
Teaching Note

Vans: Skating on Air (TN)

Teaching Note to (9-502-077). View Details

Keywords: Apparel and Accessories Industry

June 2004 (Revised November 2004)
Case

Birth of the Swatch, The

In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also... View Details

Keywords: History; Management; Product Positioning; Marketing Strategy; Business Startups; Brands and Branding; Manufacturing Industry

April 2004 (Revised March 2006)
Teaching Note

Ikea Invades America (TN)

Teaching Note to (2-504-094). View Details

Keywords: Retail Industry; Consumer Products Industry

April 2004 (Revised September 2004)
Case

IKEA Invades America

In 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Product Positioning; Goals and Objectives; Competitive Advantage; Globalized Firms and Management; Retail Industry; United States

April 2004 (Revised March 2006)
Teaching Note

Inside Intel Inside (TN)

Teaching Note to (9-502-083). View Details

Keywords: Semiconductor Industry