Publications

October 2003 (Revised August 2005)
Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman

The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

August 1999 (Revised January 2002)
Case

Brita Products Company, The

By: John A. Deighton

Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a... View Details

Keywords: Customer Value and Value Chain; Acquisition; Retention; Safety; Natural Environment; Emerging Markets; Investment Return; Equity; Demand and Consumers; United States

06 Mar 2018
First Look

First Look at Research and Ideas, March 6, 2018

provider—a comparatively costless and therefore puzzlingly rare decision that could supply redundancy and resilience in the event of an attack or service outage affecting one provider. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=53830 The... View Details

Keywords: Sean Silverthorne

Web

Field Course: Go to Market Sales Playbook Field Study - Course Catalog

for students to learn how to sell their products. Educational Objectives: The course is designed for students to experiment with different ways to sell your company’s product. Students are encouraged to reach out to prospective customers... View Details

01 Jun 2018
News

Up by the Roots

coupled with an established venture capital community and a vast pool of potential customers in the form of major financial firms hungry for fresh tech. “Large financial institutions are technology companies that happen to move money,”... View Details

Keywords: Alexander Gelfand; illustrations by Dan Page

December 2002 (Revised October 2006)
Case

Tesco Plc.

By: David E. Bell

Tesco, a supermarket chain, has been transformed from a third-rate retailer to a global leader in the past ten years. This case describes how that was accomplished. Interviews with Tesco employees explain the company's approach to understanding customers, motivating... View Details

Keywords: History; Motivation and Incentives; Leadership; Internet and the Web; Supply Chain Management; Global Strategy; Globalization; Customer Focus and Relationships; Business Strategy; Retail Industry

24 Apr 2014
News

Taking direct action in a time of crisis

Scott Smith (MBA 1991), CEO of Cellect Technologies, talks about how he introduced his oil-spill-cleaning product to customers after the BP disaster in Louisiana (Published April 2014) View Details

03 Dec 2001
What Do You Think?

What Happens When the Sumo Master Learns Judo?

does not trust Microsoft and its use of 'customer' information to market to customers and hold them digitally captive. This demographic will continue to provide sales to (a judo master competitor)." These comments reflect general... View Details

Keywords: by James Heskett

01 Jun 2017
News

Case Study: Something New

sold for $5,000 in a boutique might cost as little as $200 in labor and supplies. By working directly with the factories, Anomalie can produce a custom gown for about $1,200. In the first two months that it was open for business, Anomalie... View Details

Keywords: April White

01 Jun 2022
News

Eyes in the Skies

firm whether a vessel carrying vital goods has left port or show an insurance company the damage a tornado has left in its wake. Customers access the BlackSky constellation through an online portal that allows them to image locations... View Details

Keywords: Alexander Gelfand

August 2001 (Revised March 2008)
Supplement

Kirk Arnold

By: Nitin Nohria and Alan Price

Supplements NerveWire, Inc. View Details

Keywords: Recruitment; Value; Mission and Purpose; Partners and Partnerships; Business Model; Customer Value and Value Chain; Investment Return; Economic Slowdown and Stagnation; Problems and Challenges; Consulting Industry; Newton