Publications

2005
Book

Renewing Unilever: Transformation and Tradition

By: Geoffrey Jones

This book examines the history of Unilever over the last half century. Managing such a firm in the era of globalization posed enormous challenges. The book covers the company's strategies and provides compelling evidence of its decision-making, marketing, brand... View Details

Keywords: Business History; Decision Making; Organizational Culture; Globalization; Transformation; Human Resources; Business Strategy; Brands and Branding; Innovation and Invention; Consumer Products Industry

Find at Harvard

October 1992 (Revised June 1994)
Case

American Airlines, Inc.: Proposal for a Three-Class Transcon Service

American Airlines, Inc., the largest airline in the United States, is considering a proposal to enhance its flagship New York JFK - Los Angeles transcontinental service from a two-class (first and coach) to a three-class (first, business, and coach) product. The... View Details

Keywords: Organizational Change and Adaptation; Marketing Strategy; Air Transportation Industry; United States

Find at Harvard

2023
Chapter

Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan

he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details

Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing

05 Jun 2007
First Look

First Look: June 5, 2007

response, Beijing Hualian developed a new "Family Store" format targeted at the nation's growing middle class, made up of younger consumers with more fashionable tastes. Like hypermarkets, Hualian Family Stores include both food... View Details

Keywords: Martha Lagace

October 2011 (Revised August 2015)
Case

United Stationers: Enabling Our Partners to Succeed

By: Michael Beer and Russell Eisenstat

The case depicts a mission- and values-driven company. It describes the development of the firm over time, its leadership and challenges it faces to sustain its culture. View Details

Keywords: Corporate Strategy

September – October 2009
Article

Critical Decisions in Software Development: Updating the State of the Practice

By: Alan MacCormack, Michael A. Cusumano, Chris Kemerer and Bill Crandall

This article focuses on how to choose the "right" software development process, how to structure global software design chains, how to manage the interaction of project structure and software design, and how to balance innovation and efficiency in a software business. View Details

Keywords: Applications and Software; Product Development; Projects; Innovation and Management; Performance Efficiency; Information Technology Industry

Read Now

November 2005 (Revised November 2007)
Case

Tad O'Malley: December 2004

By: G. Felda Hardymon, Josh Lerner, Ann Leamon and Sean Klimczak

Tad O'Malley, a second-year student at Harvard Business School, must choose among three offers from private equity firms. Each firm presents a unique combination of history, culture, and compensation. Traces Tad's strategy in obtaining these offers and lets students... View Details

Keywords: Private Equity; Compensation and Benefits; Job Offer; Negotiation Tactics; Organizational Culture; Personal Development and Career

May 1995
Case

Hannaford Brothers: Leading the Grocery Channel Transformation

The merchandising manager of a supermarket chain leads an effort to reorganize the process of buying and delivering products from manufacturers to their warehouse for further distribution to stores. The company is an early mover in implementing efficient consumer... View Details

Keywords: Competition; Supply Chain Management; Distribution Channels; Customer Focus and Relationships; Retail Industry; Food and Beverage Industry

August 2008 (Revised July 2012)
Background Note

The Power to Persuade (Abridged)

By: Michael Watkins, G. Felda Hardymon and Ann Leamon

This note develops and explains a five-part framework for persuading others to support (or not oppose) a desired course of action. View Details

Keywords: Framework; Management Skills; Negotiation Tactics; Power and Influence; Cooperation

March 2005 (Revised August 2019)
Case

Cisco Systems: Managing the Go-to-Market Evolution

By: V. Kasturi Rangan

With the collapse of the dot-com market and related shrinkage in the high-tech industry, Cisco took a dip in its sales and profits in 2001. Coming back from the recession, Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new... View Details

Keywords: Change Management; Design; Business Cycles; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Market Entry and Exit; Business Strategy

July 1998 (Revised January 2009)
Case

Display Technologies, Inc. (Abridged)

By: H. Kent Bowen and Jonathan West

Display Technologies, Inc. (DTI) is a new joint venture between Toshiba and IBM Japan that is manufacturing the most advanced form of flat panel displays. With success in achieving significant production volumes, DTI has been asked to double its output as quickly as... View Details

Keywords: Joint Ventures; Decision Choices and Conditions; Leadership Style; Production; Outcome or Result; Performance Capacity; Strategy; Hardware; Electronics Industry; Manufacturing Industry; Japan

August 2014 (Revised March 2015)
Case

Molycorp: Issuing the 'Happy Meal' Securities (B)

By: Benjamin C. Esty and E. Scott Mayfield

Molycorp, the Western hemisphere's only producer of rare earth minerals, was in the middle of a $1 billion capital expansion in its effort to become a vertically integrated supplier of rare earth minerals, oxides, and metals. After reporting lower than expected... View Details