Publications

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (B)

By: Robert J. Dolan

Describes the outcome of implementation of the standardized plan described in Henkel (A). View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Outcome or Result; Consumer Products Industry; Consumer Products Industry; Europe; West Germany

September 1984
Case

Henkel Corp.: International Sealants Brand SISTA (A)

By: Robert J. Dolan

Corporate headquarters wishes to expand sales of a sealant product currently sold only in the West German market. Regional affiliates, operating on a profit center basis, are not enthusiastic about taking on the new product. The case describes the company's... View Details

Keywords: Marketing Strategy; Globalization; Expansion; Profit; Conflict Management; Consumer Products Industry; Consumer Products Industry; Europe; West Germany

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August 2022
Teaching Note

BTS & ARMY

By: Doug J. Chung and Kay R. Koo

Industry leaders must define a particular outcome of interest (i.e., an objective) to establish an organization’s strategy. BTS’s initial objective was to increase brand recognition and to acquire a solid fanbase. The proliferation of social network platforms... View Details

Keywords: Cultural Diversity; Brand Equity; Go-to-market Strategy; Social Network; Entertainment Industry; Brands and Branding; Customer Relationship Management; Consumer Behavior; Social and Collaborative Networks; Social Entrepreneurship; Digital Platforms; Digital Marketing; Music Industry

December 2007 (Revised August 2014)
Case

Xanadu on Broadway

By: Anita Elberse

Can one of Hollywood's biggest flops magically turn into a Broadway hit? Xanadu, an adaptation of a 1980 Olivia Newton-John roller-disco film described by one critic as "the epic failure to end all epic failures," opened on Broadway in July 2007. Producer Rob Ahrens,... View Details

Keywords: Theater Entertainment; Product Marketing; Product Launch; Demand and Consumers; Risk and Uncertainty; Creativity; Entertainment and Recreation Industry

21 Sep 2010
First Look

First Look: September 21, 2010

continued collaboration. Building a Better America—One Wealth Quintile at a Time Authors:Michael I. Norton and Dan Ariely Publication:Perspectives on Psychological Science (forthcoming) Abstract Disagreements about the optimal level of... View Details

Keywords: Sean Silverthorne

June 2020
Article

Real-time Data from Mobile Platforms to Evaluate Sustainable Transportation Infrastructure

By: Omar Isaac Asensio, Kevin Alvarez, Arielle Dror, Emerson Wenzel, Catharina Hollauer and Sooji Ha

By displacing gasoline and diesel fuels, electric cars and fleets reduce emissions from the transportation sector, thus offering important public health benefits. However, public confidence in the reliability of charging infrastructure remains a fundamental barrier to... View Details

Keywords: Environmental Sustainability; Transportation; Infrastructure; Behavior; AI and Machine Learning; Demand and Consumers

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21 Dec 2010
First Look

First Look: December 21

paper: http://www.people.hbs.edu/ffoley/BFSWIPO.pdf Luck or Cheating? A Field Experiment on Honesty with Children Authors:Alessandro Bucciol and Marco Piovesan Publication:Journal of Economic Psychology (forthcoming) Abstract We run an... View Details

28 Jul 2014
Research & Ideas

Eyes Shut: The Consequences of Not Noticing

to get involved in a national consumer awareness campaign aimed at protecting consumers from gas can explosions. Elmburg felt he needed Walmart's cooperation because the gas cans produced by Blitz and sold... View Details

Keywords: by Max H. Bazerman; Retail

10 Dec 2012
Research & Ideas

Why We Blab Our Intimate Secrets on Facebook

Propensity to Disclose," in the April 2012 issue of the Journal of Marketing Research, and "Strangers on a Plane: Context-Dependent Willingness to Divulge Sensitive Information," in the February 2011 issue of the Journal of Consumer... View Details

Keywords: by Carmen Nobel

April 2012
Case

Introducing iSnack 2.0: The New Vegemite

By: Anat Keinan, Francis Farrelly and Michael Beverland

Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis... View Details

Keywords: Food; Product Launch; Conflict and Resolution; Brands and Branding; Consumer Products Industry; Consumer Products Industry

26 Aug 2014
First Look

First Look: August 26

Abstract—To create social ties to support their professional or personal goals, people actively engage in instrumental networking. Drawing from moral psychology research, we posit that this intentional behavior has unintended consequences... View Details

Keywords: Sean Silverthorne

04 Sep 2019
Research & Ideas

'I Know Why You Voted for Trump' and Other Motivation Misperceptions

studies consumer decision-making, with a particular interest in how we make sense of other people’s choices. Just five days after the election, Barasz conducted an online survey that asked Trump voters what spurred them to vote for the... View Details

Keywords: by Dina Gerdeman

January 2017 (Revised April 2018)
Background Note

Introduction to Incentive-based Sales Compensation Systems

By: Willy Shih

This background note explains the structure of incentive-based sales compensation systems. View Details

Keywords: Sales Compensation; Sales Force Compensation; Sales Force Management; Sales; Salesforce Management; Compensation and Benefits; Motivation and Incentives; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States