Publications

07 May 2024
News

Lessons in Business Innovation from Legendary Restaurant elBulli

13 Nov 2019
News

Don't Turn Your Marketing Function Over to AI Just Yet

Keywords: Artificial intelligence

January 2014
Technical Note

Learning From Extreme Consumers

By: Jill Avery and Michael Norton

Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details

Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention

2016
Working Paper

Innovating in Science and Engineering or 'Cashing In' on Wall Street? Evidence on Elite STEM Talent

By: Pian Shu

Using data on MIT bachelor's graduates from 1994 to 2012, this paper empirically examines the extent to which the inflow of elite talent into the financial industry affects the supply of innovators in science and engineering (S&E). I first show that finance does not... View Details

Keywords: Higher Education; Engineering; Personal Development and Career; Science; Finance

SSRN

Read Now

Research Summary

Putting Patients First: Marketing Strategies for Treating HIV in Developing Nations

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first half of this paper explores the economics of HIV and... View Details

Web

Field Course: Ideation and Prototyping for Innovation - Course Catalog

HBS Course Catalog Field Course: Ideation and Prototyping for Innovation Course Number 1612 Professor Thomas Eisenmann Professor Shai Bernstein Fall; Q1Q2; 3.0 credits Project Applications will be accepted through 5pm ET on August 8,... View Details

November 2022
Case

The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

By: Regina E. Herzlinger and Tiffany Farrell

Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous... View Details

Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry

15 May 2013
Research & Ideas

From McRibs to Maseratis: The Power of Scarcity Marketing

KFC pulled the sandwich off the menu across most of Canada. This move may seem strange in an industry where a pivotal goal—in the words of Coca-Cola's long-standing mantra—is to be "within an arm's reach of desire." According to KFC Canada's chief View Details

Keywords: Re: Michael I. Norton

October 2019 (Revised December 2019)
Supplement

Extend Fertility: Conceiving the Market for Egg Preservation (B)

By: Debora L. Spar and Olivia Hull

Keywords: Strategy; Information Technology; Business Startups; Entrepreneurship; Innovation Strategy; Technological Innovation; Commercialization; Science-Based Business; Marketing Strategy; Business Plan; Product Marketing; Product Launch; Product Positioning; Mission and Purpose; Personal Development and Career; Social Issues; Integration; Health; Health Industry

March 2015 (Revised June 2015)
Case

Medalogix

By: Richard G. Hamermesh and Matthew G. Preble

This case examines an exciting new approach to health care that will help care providers identify when hospice services are the appropriate type of care for patients. The company, Medalogix, already has a product on the market that uses a proprietary algorithm to... View Details

Keywords: Health Care; Health Care Entrepreneurship; Health Care Services; Implementing Strategy; Dissemination; Innovation; Market Selection; Health; Health Care and Treatment; Analytics and Data Science; Marketing Strategy; Innovation and Management; Innovation Strategy; Health Industry; United States

2007
Chapter

Stock Market Swings and the Value of Innovation, 1908–1929

By: Tom Nicholas

Keywords: Fluctuation; Financial Markets; Innovation and Invention

Find at Harvard

Read Now

May 2001
Teaching Note

Campbell Soup Company: A Leader in Continuous Replenishment Innovations TN

By: Ananth Raman

Teaching Note for (9-195-124). View Details

Keywords: Demand and Consumers; Price; Policy; Production; Customers; Food and Beverage Industry

Web

Video Clips & Discussion Questions - Creating Emerging Markets

Aziz Managing Director of Sefam Private Limited, explains how, in the early 1980s, she and her brother decided to innovate the entire production chain of Pakistani cotton embroidery in order to prove that emerging View Details

14 Dec 2016
Working Paper Summaries

The State of Small Business Lending: Innovation and Technology and the Implications for Regulation

Keywords: by Karen Gordon Mills and Brayden McCarthy; Financial Services

Web

Innovation and Renovation: Optimizing Product Line Architecture - Course Catalog

HBS Course Catalog Innovation and Renovation: Optimizing Product Line Architecture Course Number 1955 Assistant Professor Tomomichi Amano Spring; Q4; 1.5 credits 13 sessions Exam Overview: Long-term success hinges on both... View Details

July 2010
Teaching Note

Shanzhai! MediaTek and the "White Box" Handset Market (TN)

By: Willy C. Shih

Teaching Note for 610081. View Details

Keywords: Innovation and Invention; Information Infrastructure; Mobile and Wireless Technology; Brands and Branding; Market Entry and Exit; Trade; Growth and Development Strategy; Semiconductor Industry; China

April 2004 (Revised October 2005)
Teaching Note

Marketing of Innovations, The: Course Overview Note for Instructors

By: John T. Gourville

Keywords: Innovation Strategy; Teaching

August 2023
Case

Kariyer.net: Recruiting AI

By: Shunyuan Zhang, Fares Khrais and Namrata Arora

In 2017, Fatih Uysal (AMP 2021) became CEO of Kariyer.net. By then, the business was already the industry leading online job board in Turkey. However, faced with stalling growth, a turbulent macroenvironment, and growing competition from international players, Uysal... View Details