Creating Markets - Publications - Faculty & Research

Jacob M. Cook

Jacob Cook is a Lecturer in the Marketing Unit at Harvard Business School, where he teaches the EC course Digital Marketing & AI Workshop. His work focuses on how companies design and scale customer acquisition and retention strategies using digital marketing,... View Details

January 2006 (Revised October 2006)
Case

Hewlett-Packard: The Flight of the Kittyhawk (A)

By: Clayton M. Christensen

Hewlett-Packard decided that, to grow more rapidly, it needed to design a revolutionary disk drive product that would create an entirely new market or application for magnetic recording technology. The company followed most of the "rules" good managers follow in such... View Details

Keywords: Management; Information Infrastructure; Innovation and Management; Product Development; Computer Industry; United States

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24 Aug 2018
Video

Hemendra Kothari CEM Full Interview (Private Link)

24 Aug 2018
Video

Hemendra Kothari CEM Full Interview

12 Dec 2017
Video

Devi Shetty_Financing Heart Surgeries

12 Dec 2017
Video

Devi Shetty_Strategies for Keeping Costs Low

12 Dec 2017
Video

Devi Shetty_Requirements of Healthcare in Developing Countries

October 2001 (Revised August 2005)
Case

Zipcar

By: Myra M. Hart and Wendy Carter

Provides a detailed description of the processes and tasks associated with creating a new venture in an emerging industry (subscription car-sharing for urban dwellers). Chronicles the entrepreneur's concept development, industry analysis, market research, identity... View Details

Keywords: Entrepreneurship; Financing and Loans; Leadership Development; Venture Capital; Business Strategy; Growth and Development Strategy; Business Plan; Budgets and Budgeting; Management Teams; Partners and Partnerships; Marketing Strategy; Brands and Branding; Auto Industry; Service Industry

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16 Feb 2022
Video

Aziz CEM Video Clip on Fabric Quality

19 Nov 2018
Video

Eva Arias CEM Full Interview

19 Nov 2018
Video

Eva Arias CEM Full Interview (Private Link)

05 Sep 2018
Video

James Mwangi CEM Full Interview (Private Link)

14 Jan 2019
Video

Al Barwani_Mohamed

12 Dec 2017
Video

Devi Shetty_Training Nursing Staff

12 Dec 2017
Video

Devi Shetty_Design of Hospital to Improve Efficiency

31 Jul 2018
Video

Fadi Ghandour_Innovation Clip

12 Dec 2017
Video

Devi Shetty_Reasons for Seeking Private Equity Funding

December 2012
Case

Ocean Mist Farms

By: David E. Bell, Jose B. Alvarez, Mary Shelman and Michael Norris

In late 2012, Kori Tuggle, director of marketing and business development at Ocean Mist Farms, a California produce company, examines her social media-based marketing program and her attempts to create a brand for a bulk commodity. View Details

Keywords: Agribusiness; Agriculture and Agribusiness Industry; United States; California

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