Publications

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15 Dec 2015
First Look

December 15, 2015

forthcoming Journal of Marketing Research The Role of (Dis)similarity in (Mis)predicting Others' Preferences By: Barasz, Kate, Tami Kim, and Leslie John Abstract—Consumers readily indicate liking options that appear dissimilar—for... View Details

Keywords: Carmen Nobel

Web

Harvard Business School

appointed by President Obama to the board of trustees of the John F. Kennedy Center for the Performing Arts and to the President's Committee on the Arts and the Humanities. Deborah Wright MBA 1984 Deborah... View Details

September 2004 (Revised February 2010)
Case

The Passion of the Christ (A)

By: John A. Quelch, Anita Elberse and Anna Harrington

Bob Berney, president of Newmarket Films, must decide on a distribution and marketing strategy for Mel Gibson's controversial new movie, The Passion of the Christ. Fueled by Gibson's star power as well as an extensive prescreening campaign among Christian leaders and... View Details

Keywords: Advertising Campaigns; Film Entertainment; Marketing Strategy; Product Launch; Product Positioning; Distribution Channels; Religion; Motion Pictures and Video Industry

May 2016 (Revised April 2019)
Case

Legendary Entertainment: Moneyball for Motion Pictures

By: John A. Deighton and Leora Kornfeld

Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house, and to market them fan-by-fan. Owner Thomas Tull acquires the big-data-in-sports firm started by Matt Marolda and... View Details

Keywords: ＂Marketing Analytics＂; Marketing Strategy; Decision Making; Motion Pictures and Video Industry; Entertainment and Recreation Industry

August 1997
Case

Orbital Sciences Corporation: ORBCOMM

By: Das Narayandas and John A. Quelch

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry

August 2009 (Revised August 2010)
Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

12 Jun 2018
First Look

New Research and Ideas, June 12, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=52111 Learning to Become a Taste Expert By: Latour, Kathryn A., and John A. Deighton Abstract—Evidence suggests that consumers seek to become more expert about... View Details

Keywords: Dina Gerdeman

04 Dec 2012
First Look

First Look: December 4

PublicationsWhen Does a Platform Create Value by Limiting Choice? Authors:Ramon Casadesus-Masanell and Hanna Hałaburda Publication:Journal of Economics & Management Strategy (forthcoming) Abstract We present a theory for why it... View Details

Keywords: Carmen Nobel

August 23, 2018
Article

Using a New EHR System to Increase Patient Engagement, Improve Efficiency, and Decrease Cost

By: Katy French, Barbra Bryce Speer, Alexis B. Guzman, Tayab Andrabi, Iris Recinos, Keith A. Shook, James R. Incalcaterra, John C. Frenzel and Thomas W. Feeley

Patients and providers are frustrated with seemingly endless data entry. We used our patients’ vested interest in their own health care by actively engaging them in the entry of their own medical information into the EHR. Prior to the implementation of the new EHR we... View Details

Keywords: Health Care and Treatment; Analytics and Data Science; Performance Efficiency; Cost Management

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19 May 2009
First Look

First Look: May 19, 2009

Working PapersDon't Just Survive—Thrive: Leading Innovation in Good Times and Bad (revised) Authors:Lynda M. Applegate and Bruce Harreld Abstract Battered by contracting markets and frozen credit, many businesses today are fighting for... View Details

Keywords: Martha Lagace

27 Mar 2007
First Look

First Look: March 27, 2007

for the Global Poor: Creating Social and Economic Value, edited by V. Kasturi Rangan, John A. Quelch, Gustavo Herrero and Brooke Barton. John... View Details

Keywords: Martha Lagace

11 Sep 2007
First Look

First Look: September 11, 2007

also—and crucially so—on whether or not the platforms subsidize one side of the market in equilibrium. For example, with prices being strategic complements across platforms, we show that a cost-reducing investment by one firm may have a... View Details

Keywords: Martha Lagace

10 Oct 2007
First Look

First Look: First Look: October 10

defeated by a less reformist coalition. Stock prices of government-controlled companies that had been slated for definite privatization by the BJP dropped by 3.5 percent... View Details

Keywords: Martha Lagace

01 Dec 2015
News

@Soldiers Field

Six drone companies put their wares in the air during Making Robotics Fly, a daylong event cohosted by HBS and the John A. Paulson School of Engineering and Applied Sciences to... View Details

June 2005 (Revised September 2008)
Class Lecture

Strategy: Building and Sustaining Competitive Advantage

By: Bharat N. Anand, Stephen P. Bradley, Pankaj Ghemawat, Tarun Khanna, Cynthia A. Montgomery, Michael E. Porter, Jan W. Rivkin, Michael G. Rukstad, John R. Wells and David B. Yoffie

It's great to have a blockbuster quarter or a revolutionary product or service, but true business excellence demands sustainability. Maintaining your competitive advantage requires a strategy that makes your business unique and carries you forward as the world around... View Details

Keywords: Competitive Advantage

June 2018 (Revised October 2019)
Case

Back to the Roots

By: Elizabeth A. Keenan and Leslie K. John

Email mking@hbs.edu for a courtesy copy.

Back to the Roots (BTTR) is a start-up with a social mission to “undo food”—to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders... View Details

Keywords: Organic Food; Startup; Crowdfunding; Sustainability; Transparency; Entrepreneurship; Business Startups; Product Development; Product Marketing; Growth and Development Strategy; Decision Making; Food; Food and Beverage Industry