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      • October 2003 (Revised January 2005)
      • Case

      Microsoft: Launching the Smart Watch

      By: John T. Gourville and Christina L. Darwall
      Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now... View Details
      Keywords: Customer Focus and Relationships; Information Management; Marketing Strategy; Product Launch; Product Positioning; Product Design; Product Development; Performance Effectiveness; Partners and Partnerships; Information Technology Industry
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      Gourville, John T., and Christina L. Darwall. "Microsoft: Launching the Smart Watch." Harvard Business School Case 504-004, October 2003. (Revised January 2005.)
      • October 2003 (Revised March 2004)
      • Case

      Symbian: Setting the Mobility Standard

      By: Fernando F. Suarez and Thomas R. Eisenmann
      Symbian, a joint venture owned by companies who collectively sold a dominant share of the world's cell phones, faced competition from Microsoft in developing the operating system for "smartphones," which integrated mobile communications and computing functions. In... View Details
      Keywords: Competition; Joint Ventures; Information Technology; Software; Wireless Technology; Mobile Technology; Information Technology Industry; Information Technology Industry
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      Suarez, Fernando F., and Thomas R. Eisenmann. "Symbian: Setting the Mobility Standard." Harvard Business School Case 804-076, October 2003. (Revised March 2004.)
      • 2003
      • Working Paper

      Dynamic Mixed Duopoly: A Model Motivated by Linux vs. Windows

      By: Ramon Casadesus-Masanell and Pankaj Ghemawat
      This paper analyzes a dynamic mixed duopoly in which a profit-maximizing competitor interacts with a competitor that prices at zero (or marginal cost), with the cumulation of output affecting their relative positions over time. The modeling effort is motivated by... View Details
      Keywords: Business Model; Competition; Open Source Distribution; Balance and Stability; Applications and Software; Network Effects; Duopoly and Oligopoly
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      Casadesus-Masanell, Ramon, and Pankaj Ghemawat. "Dynamic Mixed Duopoly: A Model Motivated by Linux vs. Windows." Harvard Business School Working Paper, No. 04-012, August 2003.
      • April 2003 (Revised November 2005)
      • Case

      Trend Micro (B)

      By: Lynn S. Paine and Kim Bettcher
      The Trend Micro team's discussion of consumer strategy at its quarterly meeting in Germany provides an opportunity to assess the effectiveness of the team's decision process. View Details
      Keywords: Decision Making; Management Teams; Business Strategy; Diversity; Information Technology Industry; Germany
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      Paine, Lynn S., and Kim Bettcher. "Trend Micro (B)." Harvard Business School Case 303-085, April 2003. (Revised November 2005.)
      • February 2003
      • Teaching Note

      Bush Boake Allen (TN)

      By: Stefan H. Thomke
      Teaching Note for (9-601-061). View Details
      Keywords: Integration; Marketing Reference Programs; Disruptive Innovation; Management Teams; Internet and the Web; Business Model; Customer Relationship Management; Management Practices and Processes; Consumer Products Industry
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      Thomke, Stefan H. "Bush Boake Allen (TN)." Harvard Business School Teaching Note 603-115, February 2003.
      • November 2002 (Revised June 2003)
      • Case

      Corning, Inc.: Technology Strategy in 2003

      By: Rebecca Henderson
      Corning, Inc. has a 150-year history of building a strategy around innovation. Founded as a glass manufacturer in 1851, the company quickly established itself as a maker of specialty glass products and over the next 100 years diversified into light bulbs, television,... View Details
      Keywords: Information Technology; Strategy; Innovation Strategy; Situation or Environment; Research and Development; Consumer Products Industry; United States
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      Henderson, Rebecca. "Corning, Inc.: Technology Strategy in 2003." Harvard Business School Case 703-440, November 2002. (Revised June 2003.)
      • October 2002
      • Exercise

      Luster Paint Corporation, The

      By: Janice H. Hammond
      Describes a marketing director about to launch a new process for demand forecasting. Provides data that allow students to do a multivariable regression analysis. A rewritten version of an earlier case. View Details
      Keywords: Forecasting and Prediction; Analytics and Data Science; Management Practices and Processes; Demand and Consumers; Mathematical Methods
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      Hammond, Janice H. "Luster Paint Corporation, The." Harvard Business School Exercise 603-078, October 2002.
      • October 2002 (Revised December 2003)
      • Case

      eShip-4U

      By: Roy D. Shapiro and Timothy M. Laseter
      eShip is a small Israeli start-up with a potentially exciting new concept for the residential package-delivery value chain--the Automatic Delivery Machine (ADM). Much like today's ubiquitous ATMs, ADMs would allow consumers to have parcels delivered to a nearby ADM... View Details
      Keywords: Business Startups; Business Model; Service Operations; Logistics; Corporate Strategy; Information Technology; Competitive Strategy; Value Creation; Saving; Innovation and Invention; Transportation Industry; Service Industry; Shipping Industry; Israel; United States
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      Shapiro, Roy D., and Timothy M. Laseter. "eShip-4U." Harvard Business School Case 603-076, October 2002. (Revised December 2003.)
      • September 2002
      • Case

      Align Technology, Inc.: Matching Manufacturing Capacity to Sales Demand

      By: H. Kent Bowen and Jonathan P Groberg
      Align Technology is a four-year-old medical products company that has invented a new product requiring new manufacturing processes. Demand for the new product has grown more slowly than initial forecasts predicted, and the cost structure is preventing the company from... View Details
      Keywords: Health Care and Treatment; Collaborative Innovation and Invention; Problems and Challenges; Product; Forecasting and Prediction; Marketing Strategy; Sales; Demand and Consumers; Production; Health Industry
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      Bowen, H. Kent, and Jonathan P Groberg. "Align Technology, Inc.: Matching Manufacturing Capacity to Sales Demand." Harvard Business School Case 603-058, September 2002.
      • August 2002 (Revised January 2003)
      • Case

      Siebel Systems: Anatomy of a Sale, Part 1

      By: John A. Deighton and Das Narayandas
      How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details
      Keywords: Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry
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      Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 1." Harvard Business School Case 503-021, August 2002. (Revised January 2003.) (request a courtesy copy.)
      • August 2002 (Revised February 2003)
      • Case

      Siebel Systems: Anatomy of a Sale, Part 2

      By: John A. Deighton and Das Narayandas
      How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details
      Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry
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      Deighton, John A., and Das Narayandas. "Siebel Systems: Anatomy of a Sale, Part 2." Harvard Business School Case 503-022, August 2002. (Revised February 2003.)
      • August 2002 (Revised June 2006)
      • Case

      Great Dakota Bank: Online Banking

      By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
      In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details
      Keywords: Banks and Banking; Internet and the Web; Customer Relationship Management; Consumer Behavior; Demand and Consumers; Technological Innovation; Customer Value and Value Chain; Customer Satisfaction; Management; Service Operations; Banking Industry
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      Frei, Frances X., Youngme E. Moon, and Hanna Rodriguez-Farrar. "Great Dakota Bank: Online Banking." Harvard Business School Case 603-011, August 2002. (Revised June 2006.)
      • July 2002 (Revised April 2004)
      • Supplement

      GE's Digital Revolution

      By: Christopher A. Bartlett
      Presents interviews with Gerry Podesta, VP of GE Plastics Component of General Electric Co., and Gary Reiner, senior VP and CIO of General Electric Co. A revised version of an earlier video. View Details
      Keywords: Leadership; Corporate Strategy; Management Teams; Consumer Products Industry; Consumer Products Industry
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      Bartlett, Christopher A. "GE's Digital Revolution." Harvard Business School Video Supplement 303-801, July 2002. (Revised April 2004.)
      • June 2002 (Revised July 2002)
      • Case

      NTT DoCoMo: Marketing i-mode

      By: Youngme E. Moon
      i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details
      Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan
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      Moon, Youngme E. "NTT DoCoMo: Marketing i-mode." Harvard Business School Case 502-031, June 2002. (Revised July 2002.)
      • March 2002 (Revised May 2003)
      • Case

      NeoPets, Inc.

      By: Thomas R. Eisenmann and Elizabeth Kind
      NeoPets, a rapidly growing Internet start-up, faces decisions about its international expansion strategy--whether to enter a joint venture with a conglomerate in Singapore to exploit Asian markets as well as which other regions to target. NeoPets allows its... View Details
      Keywords: Expansion; Global Strategy; Network Effects; Joint Ventures; Business Conglomerates; Age; Internet and the Web; Product Positioning; Digital Marketing; Internet and the Web; Corporate Entrepreneurship; Information Technology Industry; Asia; Singapore
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      Eisenmann, Thomas R., and Elizabeth Kind. "NeoPets, Inc." Harvard Business School Case 802-100, March 2002. (Revised May 2003.)
      • March 2002 (Revised November 2003)
      • Case

      Satellite Radio

      By: Thomas R. Eisenmann and Alastair Brown
      In early 2002, XM and Sirius were fighting for control of the emerging U.S. market for satellite radio. Each company targeted consumers in automobiles, providing 100 channels of CD-quality audio for a monthly subscription fee of $10-$13. Wall Street analysts predicted... View Details
      Keywords: Growth and Development Strategy; Price; Risk and Uncertainty; Problems and Challenges; Network Effects; Partners and Partnerships; Information Technology; Business Model; Investment Return; Auto Industry; Media and Broadcasting Industry; United States
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      Eisenmann, Thomas R., and Alastair Brown. "Satellite Radio." Harvard Business School Case 802-175, March 2002. (Revised November 2003.)
      • February 2002 (Revised October 2005)
      • Case

      BMWFilms

      By: Youngme E. Moon and Kerry Herman
      Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details
      Keywords: Consumer Behavior; Internet and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America
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      Moon, Youngme E., and Kerry Herman. "BMWFilms." Harvard Business School Case 502-046, February 2002. (Revised October 2005.)
      • 2002
      • Chapter

      Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies

      By: Stephen P. Bradley and Eric K. Clemons
      Keywords: Internet and the Web; Risk and Uncertainty; Strategy
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      Bradley, Stephen P., and Eric K. Clemons. "Strategic Uncertainty and the Future of Electronic Consumer Interaction: Developing Scenarios, Adapting Strategies." Chap. 4 in Digital Marketing: Global Strategies from the World's Leading Experts, edited by Jerry Wind and Vijay Mahajan, 78–101. New York: John Wiley & Sons, 2002.
      • February 2002 (Revised April 2011)
      • Case

      The Future of Hybrid Electric Vehicles

      By: John T. Gourville, Alice Tzou and David Lane
      Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details
      Keywords: Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States
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      Gourville, John T., Alice Tzou, and David Lane. "The Future of Hybrid Electric Vehicles." Harvard Business School Case 502-025, February 2002. (Revised April 2011.)
      • January 2002 (Revised September 2022)
      • Case

      Aqualisa Quartz: Simply a Better Shower

      By: Youngme E. Moon and Kerry Herman
      Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details
      Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Consumer Products Industry; Consumer Products Industry; United Kingdom
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      Moon, Youngme E., and Kerry Herman. "Aqualisa Quartz: Simply a Better Shower." Harvard Business School Case 502-030, January 2002. (Revised September 2022.)
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