Publications

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26 Sep 2016
Working Paper Summaries

Technological Leadership (de)Concentration: Causes in ICTE

Keywords: by Yasin Ozcan and Shane Greenstein; Telecommunications

September 2004 (Revised December 2005)
Case

Chardonnay Shortage at Mondavi Winery, The

Mondavi Winery is facing a shortage of its Chardonnay wine. This shortage will disrupt its positioning in wine outlets and impact earnings. Allows students to discuss how to communicate such temporary--but financially important--shocks to the capital markets and... View Details

Keywords: Plant-Based Agribusiness; Business Earnings; Production; System Shocks; Capital Markets; Agriculture and Agribusiness Industry

December 2014 (Revised July 2016)
Case

HEINEKEN—Brewing a Better World

By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer

The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details

Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry

13 Jan 2003
Research & Ideas

The Subconscious Mind of the Consumer (And How To Reach It)

Harvard Business School professor Gerald Zaltman's latest book, How Customers Think: Essential Insights into the Mind of the Market, delves into the subconscious mind of the consumer—the place where most purchasing decisions are made. The question: How can View Details

Keywords: by Manda Mahoney

December 2011 (Revised February 2013)
Case

Branding Yoga

By: Rohit Deshpande, Kerry Herman and Annelena Lobb

Yoga, an ancient discipline, has become popular worldwide. The marketing of yoga and dispute over its origins have led to debate as to whether yoga should be branded at all. Some yoga instructors have gone so far as to copyright their varieties of yoga; others in the... View Details

Keywords: Brands and Branding; Marketing

20 Nov 2017
News

How Independent Bookstores Have Thrived in Spite of Amazon.com

Karim R. Lakhani

Karim R. Lakhani is the Dorothy & Michael Hintze Professor of Business Administration at the Harvard Business School. He specializes in technology management, innovation, digital transformation and artificial... View Details

Keywords: communications; communications; communications; communications; communications; communications; communications; communications; communications; communications

2015
Case

Advanced Leadership Pathways: Howard Fischer, Eric Jacobsen, and Gratitude Railroad's Impact Investing

By: Rosabeth M. Kanter and Daniel Lennox-Choate

In 2013, Howard Fischer (hedge fund founder) and Eric Jacobsen (serial entrepreneur and private equity investor) established Gratitude Railroad as a community of impact investors in nine different "tracks." Each track represented a different concept for using... View Details

Keywords: Impact Investing; Environmental And Social Sustainability; Social Change; Sustainable Business And Innovation; Investment; Social Issues; Environmental Sustainability; Venture Capital; Business Startups; Entrepreneurship; Leadership; United States

08 Nov 2016
Working Paper Summaries

Managers' Cultural Background and Disclosure Attributes

Keywords: by Francois Brochet, Gregory S. Miller, Patricia Naranjo, and Gwen Yu

February 1997 (Revised January 2002)
Case

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details

Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America

17 Sep 2010
News

IBM in Lithuania Shows `Investment Czar' May Beat Baltic Rivals

TeachingInterests

Driving Digital Strategy (DIGS)

By: Sunil Gupta

Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details

July 2012 (Revised July 2014)
Case

Warby Parker: Vision of a 'Good' Fashion Brand

By: Christopher Marquis and Laura Velez Villa

In its third year of existence and poised to double its workforce, Warby Parker attributed its success to an innovative approach in the eyewear industry and to the company culture that supported it. With a mission combining social and business goals, the company had... View Details

Keywords: Entrepreneurship; Innovation; Business And Society; Social Responsiblity; Organizational Behavior; Social Entrepreneurship; Growth Management; Corporate Social Responsibility and Impact; Brands and Branding; Organizational Culture; Marketing Strategy; Innovation and Invention; Apparel and Accessories Industry; Health Industry; United States

February 2011 (Revised December 2014)
Case

RentJuice

By: Thomas Eisenmann and Liz Kind

RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction... View Details

Keywords: Renting or Rental; Product Launch; Applications and Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry

05 Jun 2015
News

How Banking Analysts’ Biases Benefit Everyone Except Investors

February 2009 (Revised September 2010)
Case

JWT China: Advertising for the New Chinese Consumer

By: Elisabeth Koll

This case analyzes the business strategy and expansion of JWT China from the late 1990s to 2008. As part of the world's fourth largest marketing communications network, JWT China grew into one of the largest integrated communications companies in China operating from... View Details

Keywords: Governing Rules, Regulations, and Reforms; Marketing Strategy; Consumer Behavior; Business and Government Relations; Business Strategy; Expansion; Advertising Industry; China

04 Oct 2022
What Do You Think?

Have Managers Underestimated the Need for Face-to-Face Contact?

(iStockphoto/SolStock) The COVID-19 pandemic changed the ways we worked, the ways we shopped, and the ways we interacted with others. It fostered some businesses—online selling, meeting services, and home entertainment—and nearly killed others—cruise lines, air travel,... View Details

Keywords: by James Heskett

March 2010 (Revised June 2010)
Case

Dassault Systemes

By: Stefan H. Thomke and Daniela Beyersdorfer

Dassault Systèmes, a leader in product lifecycle management software, has enjoyed a very profitable business model in 3D engineering design. In the past, it has successfully managed market disruptions and opportunities through acquisition and organic innovations. Its... View Details

Keywords: Business Model; Innovation and Invention; Product Development; Product Marketing; Technology Industry