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    • All HBS Web  (3,077)
      • Faculty Publications  (657)

      Market DesignRemove Market Design →

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      • September 2011 (Revised September 2015)
      • Case

      Hassina Sherjan

      By: Robert G. Eccles, George Serafeim and Pippa Eccles
      Hassina Sherjan was born in Afghanistan but grew up and was educated in the United States. A trip to Afghanistan when she was an adult inspired her to move back to her home country with two missions. The first was to educate young women through a non-profit... View Details
      Keywords: Environmental Accounting; Non-Governmental Organizations; Nonprofit Organizations; Corporate Social Responsibility and Impact; Social Entrepreneurship; Leadership; Innovation Leadership; Development Economics; Growth and Development; Problems and Challenges; Retail Industry; Afghanistan; United States
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      Eccles, Robert G., George Serafeim, and Pippa Eccles. "Hassina Sherjan." Harvard Business School Case 112-029, September 2011. (Revised September 2015.)
      • September 2011
      • Article

      Information Risk and Fair Value: An Examination of Equity Betas

      By: Edward J. Riedl and George Serafeim
      Using a sample of U.S. financial institutions, we exploit recent mandatory disclosures of financial instruments designated as fair value level 1, 2, and 3 to test whether greater information risk in financial instrument fair values leads to higher cost of capital. We... View Details
      Keywords: Forecasting and Prediction; Assets; Cost of Capital; Financial Institutions; Financial Instruments; Corporate Disclosure; Information; Risk and Uncertainty; Value; United States
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      Riedl, Edward J., and George Serafeim. "Information Risk and Fair Value: An Examination of Equity Betas." Journal of Accounting Research 49, no. 4 (September 2011): 1083–1122.
      • August 2011 (Revised October 2011)
      • Supplement

      Lady Gaga (B)

      By: Anita Elberse and Michael Christensen
      In March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a... View Details
      Keywords: Music Entertainment; Product Launch; Product Development; Talent and Talent Management; Music Industry
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      Elberse, Anita, and Michael Christensen. "Lady Gaga (B)." Harvard Business School Supplement 512-017, August 2011. (Revised October 2011.)
      • July 2011 (Revised October 2011)
      • Case

      Lady Gaga (A)

      By: Anita Elberse and Michael Christensen
      In September 2009, Troy Carter, manager of up-and-coming pop star Lady Gaga, has to decide on a new course of action now that his artist's planned co-headlining arena tour with hip-hop superstar Kanye West has been cancelled. Carter knows that continuing the tour, but... View Details
      Keywords: Employee Relationship Management; Marketing Strategy; Product; Product Development; Business and Stakeholder Relations; Creativity; Music Industry
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      Elberse, Anita, and Michael Christensen. "Lady Gaga (A)." Harvard Business School Case 512-016, July 2011. (Revised October 2011.)
      • July 2011 (Revised September 2012)
      • Case

      Industrial Metrology: Getting In-Line? (A)

      By: Willy Shih
      Metrology plays a key role in the manufacture of mechanical components. Traditionally it is used extensively in a pre-process stage where a manufacturer does process planning, design, and ramp-up, and in post-process off-line inspection to establish proof of quality.... View Details
      Keywords: Transformation; Machinery and Machining; Measurement and Metrics; Product Design; Planning; Quality; Opportunities; Competitive Strategy; Diversification; Segmentation; Technology Adoption; Theory; Manufacturing Industry
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      Shih, Willy. "Industrial Metrology: Getting In-Line? (A)." Harvard Business School Case 612-004, July 2011. (Revised September 2012.)
      • July – August 2011
      • Article

      The Paradox of Samsung's Rise

      By: Tarun Khanna, Jaeyong Song and Kyungmook Lee
      Twenty years ago, few people would have predicted that Samsung could transform itself from a low-cost original equipment manufacturer to a world leader in R&D, marketing, and design, with a brand more valuable than Pepsi, Nike, or American Express. Fewer still would... View Details
      Keywords: Organizational Design; Research and Development; Marketing; Business Processes; Brands and Branding; System; Globalized Markets and Industries; Transformation; Cost; Forecasting and Prediction; Production; Quality; China; India; Turkey
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      Khanna, Tarun, Jaeyong Song, and Kyungmook Lee. "The Paradox of Samsung's Rise." Harvard Business Review 89, nos. 7-8 (July–August 2011): 142–147.
      • June 28, 2011
      • Article

      Using Implementation Intentions Prompts to Enhance Influenza Vaccination Rates

      By: Katherine L Milkman, John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian
      We evaluate the results of a field experiment designed to measure the effect of prompts to form implementation intentions on realized behavioral outcomes. The outcome of interest is influenza vaccination receipt at free on-site clinics offered by a large firm to its... View Details
      Keywords: Behavioral Economics; Nudge; Libertarian Paternalism; Public Health; Flu Shot; Behavior; Consumer Behavior; Health Care and Treatment; Cognition and Thinking
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      Milkman, Katherine L., John Beshears, James J. Choi, David Laibson, and Brigitte C. Madrian. "Using Implementation Intentions Prompts to Enhance Influenza Vaccination Rates." Proceedings of the National Academy of Sciences 108, no. 26 (June 28, 2011): 10415–10420.
      • June 2011 (Revised October 2012)
      • Case

      IBM China Development Lab Shanghai: Capability by Design

      By: Willy Shih, Kamen Bliznashki and Fan Zhao
      When IBM shifted from a traditional territory-based multinational organization to what it called a globally integrated enterprise, it established its headquarters for "Growth Markets" in Shanghai and "Established Markets" in New York. This positioned its China... View Details
      Keywords: Diversification; Corporate Strategy; Global Strategy; Organizational Change and Adaptation; Research and Development; Emerging Markets; Product Development; Information Technology Industry; China
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      Shih, Willy, Kamen Bliznashki, and Fan Zhao. "IBM China Development Lab Shanghai: Capability by Design." Harvard Business School Case 611-055, June 2011. (Revised October 2012.)
      • April 2011
      • Case

      Designs by Kate: The Power of Direct Sales

      By: John A. Deighton and Sarah Abbott
      The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details
      Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry
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      Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales." Harvard Business School Brief Case 114-284, April 2011.
      • April 2011
      • Teaching Note

      Designs by Kate: The Power of Direct Sales (Brief Case)

      By: John A. Deighton and Sarah Abbott
      Teaching Note to 4277. View Details
      Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
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      Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales (Brief Case)." Harvard Business School Teaching Note 114-285, April 2011.
      • April 2011
      • Supplement

      Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)

      By: John A. Deighton and Sarah Abbott
      Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Sales
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      Deighton, John A., and Sarah Abbott. "Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)." Harvard Business School Spreadsheet Supplement 114-288, April 2011.
      • April 2011 (Revised May 2011)
      • Case

      EMC2: Delivering Customer Centricity

      By: Thomas Steenburgh and Jill Avery
      This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details
      Keywords: Business Model; Interpersonal Communication; Customer Relationship Management; Knowledge Acquisition; Marketing Strategy; Organizational Change and Adaptation; Salesforce Management; Social and Collaborative Networks; Internet; Information Technology Industry
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      Steenburgh, Thomas, and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124, April 2011. (Revised May 2011.)
      • March 2011
      • Case

      MorphoSys AG: The Evolution of a Biotechnology Business Model

      By: Gary P. Pisano, Ryan Johnson and Carin-Isabel Knoop
      In the biotech world, the 18-year-old Munich-based company MorphoSys was a rarity: it was profitable. The company achieved this profitability not by developing and selling its own drugs, but by licensing access to its proprietary library of human antibodies. Recently,... View Details
      Keywords: Business Model; Profit; Intellectual Property; Rights; Risk Management; Digital Platforms; Product Development; Business and Shareholder Relations; Vertical Integration; Biotechnology Industry; Munich
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      Pisano, Gary P., Ryan Johnson, and Carin-Isabel Knoop. "MorphoSys AG: The Evolution of a Biotechnology Business Model." Harvard Business School Case 611-046, March 2011.
      • March 2011
      • Case

      United Cereal: Lora Brill's Eurobrand Challenge

      By: Christopher A. Bartlett and Carole Carlson
      The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European VP. The... View Details
      Keywords: Subsidiaries; Market Entry; Multinational Corporations; Strategy; Business Subsidiaries; Managerial Roles; Multinational Firms and Management; Organizational Design; Organizational Structure; Marketing Strategy; Market Entry and Exit; Product Launch; Cross-Cultural and Cross-Border Issues; Retail Industry; Food and Beverage Industry; Europe
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      Bartlett, Christopher A., and Carole Carlson. "United Cereal: Lora Brill's Eurobrand Challenge." Harvard Business School Brief Case 114-269, March 2011.
      • March 2011
      • Teaching Note

      United Cereal: Lora Brill's Eurobrand Challenge (Brief Case)

      By: Christopher A. Bartlett and Carole Carlson
      Teaching Note for 4269. View Details
      Keywords: Subsidiaries; Market Entry; Multinational Corporations; Strategy; Business Subsidiaries; Marketing Strategy; Multinational Firms and Management; Organizational Design; Market Entry and Exit; Organizational Structure
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      Bartlett, Christopher A., and Carole Carlson. "United Cereal: Lora Brill's Eurobrand Challenge (Brief Case)." Harvard Business School Teaching Note 114-270, March 2011.
      • January 2011
      • Case

      AIC Netbooks: Optimizing Product Assembly

      By: Steven C. Wheelwright and Sunru Yong
      AIC Systems, located in Taichung, Taiwan, is a manufacturer of printed circuit boards, primarily for motherboards and video cards for personal computers. The firm is considered an original design manufacturer (ODM) and takes an active role in innovating and designing... View Details
      Keywords: Performance Management; Quantitative Analysis; Manufacturing; Production Planning; Production Management; Diversification; Production; Performance Efficiency; Product Design; Performance Improvement; Mobile Technology; Manufacturing Industry; Electronics Industry; Taiwan
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      Wheelwright, Steven C., and Sunru Yong. "AIC Netbooks: Optimizing Product Assembly." Harvard Business School Brief Case 114-245, January 2011.
      • January 2011
      • Case

      Clean Edge Razor: Splitting Hairs in Product Positioning

      By: John A. Quelch and Heather Beckham
      After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details
      Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Beauty and Cosmetics Industry
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      Quelch, John A., and Heather Beckham. "Clean Edge Razor: Splitting Hairs in Product Positioning." Harvard Business School Brief Case 114-249, January 2011.
      • 2012
      • Working Paper

      Issuer Quality and Corporate Bond Returns

      By: Robin Greenwood and Samuel G. Hanson
      We show that the credit quality of corporate debt issuers deteriorates during credit booms, and that this deterioration forecasts low excess returns to corporate bondholders. The key insight is that changes in the pricing of credit risk disproportionately affect the... View Details
      Keywords: Price; Credit; Risk and Uncertainty; Investment Return; Forecasting and Prediction; Bonds; Market Design; Cost of Capital; Mathematical Methods; System Shocks
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      Greenwood, Robin, and Samuel G. Hanson. "Issuer Quality and Corporate Bond Returns." Harvard Business School Working Paper, No. 11-065, January 2011. (Revised September 2012, Internet Appendix Here.)
      • October 2010 (Revised May 2012)
      • Background Note

      Reverse Engineering, Learning, and Innovation

      By: Willy C. Shih
      This background reading looks at reverse engineering in the context of piracy and knock-offs in emerging markets like China. It first considers legal aspects of reverse engineering in strong property rights regimes like the United States as a way of unpacking the legal... View Details
      Keywords: Crime and Corruption; Learning; Engineering; Innovation and Invention; Intellectual Property; Knowledge Use and Leverage; Emerging Markets; China; United States
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      Shih, Willy C. "Reverse Engineering, Learning, and Innovation." Harvard Business School Background Note 611-039, October 2010. (Revised May 2012.)
      • September 2010 (Revised April 2012)
      • Case

      Better World Books

      By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
      Better World Books, a young start-up, provides a socially conscious alternative to Amazon, collecting and selling used books to keep them out of the waste stream, while donating a portion of their profits to support global literacy efforts. The case presents an... View Details
      Keywords: Business Model; For-Profit Firms; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Public Opinion; Social Issues; Online Technology; Retail Industry
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      Norton, Michael I., Fiona Wilson, Jill Avery, and Thomas J. Steenburgh. "Better World Books." Harvard Business School Case 511-057, September 2010. (Revised April 2012.)
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