Publications
Publications
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- All HBS Web
(535)
- Faculty Publications (191)
- October 2021 (Revised May 2023)
- Case
Project Maji: Pricing Water in Sub-Saharan Africa
By: Elie Ofek, Marco Bertini, Dilyana Karadzhova Botha and Esel Çekin
In July 2021, Sunil Lalvani, founder and CEO of Project Maji, a non-profit social enterprise headquartered in Dubai that had already provided sustainable, clean water solutions to 80,000 people living in rural communities across Ghana and Kenya, was facing an important... View Details
- August 2021 (Revised November 2021)
- Case
The NCB Capital Turnaround: Waking the Sleeping Giant
By: Sandra J. Sucher, Gamze Yucaoglu, Shalene Gupta and Fares Khrais
The case opens in 2019, five years after, Sarah Al Suhaimi, CEO of NCB Capital (NCBC), the investment arm of Saudi’s largest bank, NCB, took the helm. Having successfully turned the business to make it the market leader, she was contemplating her next steps as... View Details
- August 2021 (Revised February 2024)
- Case
Perfect Diary (完美日记)
By: Shunyuan Zhang and Sunil Gupta
Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow... View Details
- 2021
- Book
The Power of Trust: How Companies Build It, Lose It, Regain It
By: Sandra J. Sucher and Shalene Gupta
Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees,... View Details
Keywords: Power; Corporate Culture; Future Of Work; Innovation; Technology Strategy; Automation; Stakeholder Engagement; Employee Attitude; Customer Behavior; Shareholder Value; Government And Business; Impact Investing; Corporate Change And Sustainability; Trust; Power and Influence; Globalization; Leadership; Organizational Culture; Innovation and Invention; Human Resources; Information Technology; Strategy; Corporate Accountability; Asia; Europe; South America; Middle East; North and Central America
- June 2021 (Revised October 2021)
- Case
Nissan's Response to the COVID-19 Pandemic
By: Ananth Raman, William Schmidt and Ann Winslow
In January 2020, Ashwani Gupta took over as COO at Nissan Motor Corporation, and several weeks later, the COVID-19 pandemic began. Nissan’s Business Continuity Plan (BCP) had been key to the resilience of Nissan’s supply chain. It had enabled Nissan to recover from... View Details
- June 2021 (Revised December 2021)
- Case
Suzhou Good-Ark Electronics: Creating and Implementing a Sage Culture
By: Sandra J. Sucher, Nien-he Hsieh, Susan J. Winterberg, Nancy Hua Dai and Shalene Gupta
Suzhou Good-Ark, a Chinese semiconductor implemented "Sage Culture" management based on traditional Chinese philosophy. Productivity doubled, turnover decreased, and employee satisfaction shot up. By 2015, more than 2,000 companies had toured Wu’s factories, and Wu had... View Details
- May 2021
- Teaching Note
American Airlines' Value Pricing (Abridged)
By: Sunil Gupta and Alvin J. Silk
Teaching Note for HBS Case No. 519-019. View Details
- May 2021
- Teaching Note
Michelin: Building a Digital Service Platform
By: Sunil Gupta
Teaching Note for HBS Case No. 520-061. View Details
- April 2021
- Teaching Note
Facelift at Olay (A) & (B)
By: Rajiv Lal, Sunil Gupta and Olivia Hull
Teaching Note for HBS Case Nos. 521-011 and 521-002. View Details
- April 2021
- Teaching Note
Drinkworks: Home Bar by Keurig
By: Sunil Gupta and Jonathan Levav
Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
- February 2021
- Teaching Note
Digital Marketing at HBS Online Teaching Note
By: Sunil Gupta and Rajiv Lal
- February 2021
- Supplement
Digital Marketing at HBS Online Teaching Note Supplement
By: Sunil Gupta and Rajiv Lal
- November 2020
- Case
Axis My India
By: Ananth Raman, Ann Winslow and Kairavi Dey
Pradeep Gupta founded Axis My India (AMI) as a printing and publishing company in 1998. In 2013, AMI expanded into consumer research and election forecasting. Although a relatively unknown entity, AMI predicted several election results accurately. Gupta describes AMI’s... View Details
- Article
Are You Really Innovating Around Your Customers' Needs?
By: Sunil Gupta
Every company believes it is customer-centric. However, most of them are product- and service-centric first, focusing on how to enhance their offerings rather than putting themselves in their customers’ shoes. To come up with truly innovative customer-centric ideas,... View Details
- September 2020
- Case
Drinkworks: Home Bar by Keurig
By: Sunil Gupta, Jonathan Levav and Julia Kelley
In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
- September–October 2020
- Article
Managing Churn to Maximize Profits
By: Aurelie Lemmens and Sunil Gupta
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details
- August 2020 (Revised January 2021)
- Supplement
Case Exhibits for Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
- August 2020 (Revised October 2024)
- Case
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details
- August 2020 (Revised September 2020)
- Case
Facelift at Olay (A)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new... View Details