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      • Faculty Publications  (589)

      Creating MarketsRemove Creating Markets →

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      • December 2005 (Revised February 2006)
      • Case

      Migros

      By: Forest L. Reinhardt, Vincent Marie Dessain and Anders Sjoman
      In October 2005, Urs Riedener, head of marketing at Swiss retailer Migros, is contemplating the company's competitive position. Primarily a retailer for foods and near-foods products, the cooperative Migros, with close to 600 retail outlets in Switzerland (but only... View Details
      Keywords: Competitive Advantage; Corporate Governance; Corporate Strategy; Cooperative Ownership; Supply Chain Management; Product Marketing; Environmental Sustainability; Social Enterprise; Business or Company Management; Marketing Strategy; Retail Industry; Agriculture and Agribusiness Industry; Switzerland
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      Reinhardt, Forest L., Vincent Marie Dessain, and Anders Sjoman. "Migros." Harvard Business School Case 706-028, December 2005. (Revised February 2006.)
      • December 2005 (Revised February 2019)
      • Case

      Brighter Smiles for the Masses--Colgate vs. P&G

      By: Felix Oberholzer-Gee, Dennis Yao and Filipa Azevedo Jorge
      In 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips, P&G created an entire new category in oral care, worth $460 million in 2002. Whitestrips sent P&G's main... View Details
      Keywords: Competitive Advantage; Competitive Strategy; Advertising; Product Launch; Patents; Price; Performance Effectiveness; Consumer Products Industry
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      Oberholzer-Gee, Felix, Dennis Yao, and Filipa Azevedo Jorge. "Brighter Smiles for the Masses--Colgate vs. P&G." Harvard Business School Case 706-435, December 2005. (Revised February 2019.)
      • October 2005
      • Case

      Saskatchewan Wheat Pool 2005

      By: Ray A. Goldberg and Mary L. Shelman
      CEO Mayo Schmidt had just guided his firm through five difficult years. Survival had come with the difficult decision to change the 80-year-old agricultural cooperative into a Canadian business corporation. The Saskatchewan Wheat Pool (SWP) now faced the future with a... View Details
      Keywords: Change Management; Customer Value and Value Chain; Capital; Technological Innovation; Leading Change; Demand and Consumers; Partners and Partnerships; Expansion; Technology Adoption; Food and Beverage Industry; Canada
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      Goldberg, Ray A., and Mary L. Shelman. "Saskatchewan Wheat Pool 2005." Harvard Business School Case 906-402, October 2005.
      • Article

      Trust and Incentives in Agency

      By: Ramon Casadesus-Masanell and Daniel F Spulber
      Contracts between a principal and an agent are not formed in a vacuum. Although formal contracts between a principal and an agent contain explicit incentives for performance, the relationship between a principal and an agent also involves implicit incentives. Three... View Details
      Keywords: Trust; Motivation and Incentives; Agency Theory; Contracts; Market Transactions; Performance; Relationships; Societal Protocols; Legal Liability; Cost
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      Casadesus-Masanell, Ramon, and Daniel F Spulber. "Trust and Incentives in Agency." Southern California Interdisciplinary Law Journal 15, no. 1 (Fall 2005): 45–104.
      • August 2005 (Revised September 2006)
      • Case

      Polyphonic HMI: Mixing Music and Math

      By: Anita Elberse, Jehoshua Eliashberg and Julian Villanueva
      In 2003, Mike McCready, CEO of Barcelona-based Polyphonic HMI, was preparing to launch an artificial intelligence tool that could create significant value for music businesses. The technology, referred to as Hit Song Science (HSS), analyzed the mathematical... View Details
      Keywords: Forecasting and Prediction; Music Entertainment; Business History; Leadership; Marketing Strategy; Strategic Planning; Problems and Challenges; Mathematical Methods; Entertainment and Recreation Industry
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      Elberse, Anita, Jehoshua Eliashberg, and Julian Villanueva. "Polyphonic HMI: Mixing Music and Math." Harvard Business School Case 506-009, August 2005. (Revised September 2006.) (Spanish version also available.)
      • May 2005 (Revised September 2015)
      • Case

      Hans Wilsdorf and Rolex

      By: Geoffrey Jones and Alexander Atzberger
      Explores the creation of the Rolex watch by Hans Wilsdorf. Provides a case study of how one of the world's leading luxury brands was created and, more generally, provides a vehicle for exploring the competitive advantage of Switzerland in watchmaking (and other... View Details
      Keywords: Entrepreneurship; Geographic Location; Brands and Branding; Luxury; Competitive Advantage; Consumer Products Industry; Switzerland
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      Jones, Geoffrey, and Alexander Atzberger. "Hans Wilsdorf and Rolex." Harvard Business School Case 805-138, May 2005. (Revised September 2015.)
      • May 2005 (Revised January 2008)
      • Case

      Inniskillin and the Globalization of Icewine

      By: Geoffrey G. Jones and Jillian Hirasawa
      Deals with the growth of the icewine industry and follows Vincor International as it creates an international market for its Inniskillin Icewine--a luxury alcoholic beverage consumed as a dessert wine. Gives the history of the alcoholic beverage industry in Canada and... View Details
      Keywords: Global Strategy; Globalized Markets and Industries; Marketing Strategy; Product Marketing; Luxury; Food and Beverage Industry; Canada
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      Jones, Geoffrey G., and Jillian Hirasawa. "Inniskillin and the Globalization of Icewine." Harvard Business School Case 805-129, May 2005. (Revised January 2008.)
      • February 2005
      • Case

      Mahindra & Mahindra: Creating Scorpio

      By: Tarun Khanna, Rajiv Lal and Merlina Manocaran
      Details the emergence of a private sector automobile manufacturer in India that has created globally competitive and cheap versions of an SUV commonly available worldwide. Asks us to think about the parent corporation's next steps in leveraging this success. In... View Details
      Keywords: Developing Countries and Economies; Global Range; Multinational Firms and Management; Emerging Markets; Commercialization; Expansion; Auto Industry; India
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      Khanna, Tarun, Rajiv Lal, and Merlina Manocaran. "Mahindra & Mahindra: Creating Scorpio." Harvard Business School Case 705-478, February 2005.
      • 2005
      • Book

      Multinationals and Global Capitalism: From the Nineteenth to the Twenty-First Century

      By: Geoffrey Jones
      This book provides an essential framework for understanding global business. It shows how entrepreneurs built a global economy in the nineteenth century by creating firms that pursued resources and markets across borders. It demonstrates how firms shifted strategies as... View Details
      Keywords: Capitalism; Multinational Firms and Management; Globalization; History; Economy; Trade; Strategy
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      Jones, Geoffrey. Multinationals and Global Capitalism: From the Nineteenth to the Twenty-First Century. Oxford: Oxford University Press, 2005.
      • December 2004 (Revised April 2006)
      • Case

      Mavens & Moguls: Because Marketing Matters...

      By: Myra M. Hart, Kristin Lieb and Victoria Winston
      Mavens & Moguls is a virtual marketing-consulting firm of approximately 40 professionals. Examines the processes by which Paige Arnof-Fenn (an HBS grad with deep industry experience)draws on her experience and her network to create a high-quality marketing consulting... View Details
      Keywords: Networks; Values and Beliefs; Business Growth and Maturation; Organizational Structure; Marketing; Entrepreneurship; Experience and Expertise; Growth and Development Strategy; Consulting Industry
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      Hart, Myra M., Kristin Lieb, and Victoria Winston. "Mavens & Moguls: Because Marketing Matters..." Harvard Business School Case 805-005, December 2004. (Revised April 2006.)
      • December 2004 (Revised May 2005)
      • Case

      Nestle: Sustainable Agriculture Initiative

      By: Forest L. Reinhardt
      Swiss food giant Nestle attempts to improve the performance of its suppliers of agricultural commodities to raise quality, lower costs, and contribute to sustainable development. Its initiatives focus first on coffee, cocoa, and milk. Nestle managers assert that the... View Details
      Keywords: Corporate Social Responsibility and Impact; Environmental Sustainability; Social Issues; Business and Community Relations; Corporate Strategy; Agribusiness; Supply Chain Management; Marketing Strategy; Value Creation; Food and Beverage Industry; Agriculture and Agribusiness Industry
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      Reinhardt, Forest L. "Nestle: Sustainable Agriculture Initiative." Harvard Business School Case 705-018, December 2004. (Revised May 2005.)
      • October 2004 (Revised November 2004)
      • Case

      Mavens & Moguls: Creating a New Business Model

      By: Myra M. Hart, Victoria Winston and Kristin Lieb
      Mavens & Moguls is a "virtual" marketing-consulting firm of approximately 40 professionals. Examines the processes by which its founder, Paige Arnof-Fenn, learns the business, builds a power network of industry experts and potential customers, and uses this expertise... View Details
      Keywords: Internet and the Web; Values and Beliefs; Work-Life Balance; Organizational Structure; Organizational Culture; Operations; Networks; Business Model; Growth Management; Business Growth and Maturation; Entrepreneurship; Growth and Development Strategy; Consulting Industry
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      Hart, Myra M., Victoria Winston, and Kristin Lieb. "Mavens & Moguls: Creating a New Business Model." Harvard Business School Case 805-050, October 2004. (Revised November 2004.)
      • July 2004 (Revised July 2004)
      • Case

      Man Group plc

      By: Andre F. Perold and Herve Duteil
      In 2004, Man Group was the world's largest packager and distributor of investment vehicles tied to hedge funds. The firm had an equity market capitalization of $10 billion and funds under management of $38 billion. Man's offerings spanned a wide range of risk/reward... View Details
      Keywords: Capital Markets; Investment; Investment Return; Investment Funds; Global Strategy; Distribution; Product Development; Financial Services Industry
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      Perold, Andre F., and Herve Duteil. "Man Group plc." Harvard Business School Case 205-007, July 2004. (Revised July 2004.)
      • March 2004
      • Teaching Note

      ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth (TN)

      By: V. Kasturi Rangan
      Teaching Note to (9-503-007). View Details
      Keywords: Information Technology; Entrepreneurship; Operations; Globalized Markets and Industries; Nonprofit Organizations; Africa
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      Rangan, V. Kasturi. "ApproTEC Kenya: Technologies to Fight Poverty and Create Wealth (TN)." Harvard Business School Teaching Note 504-010, March 2004.
      • February 2004
      • Article

      Launching a World-Class Joint Venture

      By: James Bamford, David Ernst and David G. Fubini
      More than 5,000 joint ventures, and many more contractual alliances, have been launched worldwide in the past five years. Companies are realizing that JVs and alliances can be lucrative vehicles for developing new products, moving into new markets, and increasing... View Details
      Keywords: Mergers & Acquisitions; Strategic Alliances; Joint Ventures; Alliances; Organizational Structure; Alignment; Mergers and Acquisitions
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      Bamford, James, David Ernst, and David G. Fubini. "Launching a World-Class Joint Venture." Harvard Business Review 82, no. 2 (February 2004): 90–100.
      • January 2004
      • Article

      Corporate Venturing: The Origins of Unilever's Pregnancy Test

      By: Geoffrey Jones and Alison Kraft
      The relative ability of different sizes of firm and organisational designs to develop and sustain dynamic capabilities in innovation and create new businesses remains a matter of contention. While Chandler among many others has emphasised the pre-eminent role of large... View Details
      Keywords: Business Ventures; Organizational Design; Technological Innovation; Business Startups; Venture Capital; Brands and Branding; Multinational Firms and Management; Product Development; Product Launch; Corporate Entrepreneurship; Great Britain
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      Jones, Geoffrey, and Alison Kraft. "Corporate Venturing: The Origins of Unilever's Pregnancy Test." Business History 46, no. 1 (January 2004): 100–122.
      • November 2003 (Revised September 2016)
      • Case

      Creating Global Oil, 1900-1935

      By: Geoffrey G. Jones and Daniel Wadhwani
      Taught in the elective MBA course entitled The Evolution of Global Business. Examines the development of an international cartel in the oil industry in the 1920s and 1930s. Focuses on the decisions and actions of the leading multinational oil companies—particularly... View Details
      Keywords: History; Competition; Multinational Firms and Management; Alliances; Cooperation; Business and Government Relations; Energy Industry
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      Jones, Geoffrey G., and Daniel Wadhwani. "Creating Global Oil, 1900-1935." Harvard Business School Case 804-089, November 2003. (Revised September 2016.)
      • August 2003 (Revised August 2024)
      • Case

      Fighting the Battle of the Bulge—Evaluating Do Good/Do Well Innovations in Morbid Obesity Treatment

      By: Regina E. Herzlinger and John McDonough
      Many health care innovations appear successful; but fail. This is the first case in the Innovating Health Care course that investigates how to create successful health care innovations. It is part of the first module in the course. This module focuses on how to... View Details
      Keywords: Three Pillars; Industry Analysis; Health Care and Treatment; Innovation and Invention; Innovation and Management; Medical Specialties; Health Industry
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      Herzlinger, Regina E., and John McDonough. "Fighting the Battle of the Bulge—Evaluating Do Good/Do Well Innovations in Morbid Obesity Treatment." Harvard Business School Case 304-009, August 2003. (Revised August 2024.)
      • July 2003 (Revised April 2005)
      • Case

      Branding Citigroup's Consumer Business

      By: Rohit Deshpande and Carin-Isabel Knoop
      In Spring 1998, Citicorp and Travelers merged to create a financial powerhouse that united the bank with Travelers' consumer finance and brokerage businesses, including Salomon Smith Barney and Primerica. It was the first U.S. financial services company to combine... View Details
      Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Relationship Management; Decisions; Asset Management; Investment Banking; Management Teams; Brands and Branding; Relationships; Business and Shareholder Relations; Banking Industry; United States
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      Deshpande, Rohit, and Carin-Isabel Knoop. "Branding Citigroup's Consumer Business." Harvard Business School Case 504-023, July 2003. (Revised April 2005.)
      • April 2003 (Revised September 2005)
      • Case

      Celebrity Cruises, Inc.: A Taste of Luxury

      By: Frances X. Frei, Corey B. Hajim and Christian Hempell
      Describes the complex operations of the cruise industry. Positioned between luxury cruise lines and mass market lines, Celebrity struggles to find ways to create customer loyalty and increase profitability. View Details
      Keywords: Customer Satisfaction; Profit; Product Positioning; Operations; Luxury; Shipping Industry
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      Frei, Frances X., Corey B. Hajim, and Christian Hempell. "Celebrity Cruises, Inc.: A Taste of Luxury." Harvard Business School Case 603-096, April 2003. (Revised September 2005.)
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