Publications
Publications
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(4,645)
- Faculty Publications (672)
- 2002
- Other Unpublished Work
Clusters of Innovation Initiative: Research Triangle
This regional report examines the composition and performance of the Research Triangle regional economy, how industry clusters developed and innovation arose, how clusters affected the region's economic future, and how the region can establish a strategy and action... View Details
- December 2001 (Revised June 2002)
- Case
Monsanto: Technology Cooperation and Small Holder Farmer Projects
By: James E. Austin, Diana Barrett and Stephanie Oestreich
As the leading plant technology company in the global food system, how can Monsanto share this technology with small-sale producers and not-for-profit researchers and institutions? View Details
- 2001
- Working Paper
When Does the Market Matter? Stock Prices and the Investment of Equity Dependent Firms
By: Malcolm Baker, Jeremy Stein and Jeffrey Wurgler
We use a simple model of corporate investment to determine when investment will be sensitive to non-fundamental movements in stock prices. The key cross-sectional prediction of the model is that stock prices will have a stronger impact on the investment of firms that... View Details
- August 2001 (Revised July 2008)
- Technical Note
A Technical Note and Discussion on Real Estate Valuation (IBET): Back of the Envelope (BOE) on Bonhomme Place: A Case within a Case
By: Arthur I Segel
Discusses real estate valuation. Reviews "back of the envelope" valuation; real estate appraisal methods, including the income method; market comparables and replacement costs; and more complex computer modeling. Also discusses other variables that could influence... View Details
- August 2001 (Revised April 2005)
- Case
Surface Logix
By: Joseph B. Lassiter III, Michael J. Roberts and Kim Slack
Describes a start-up in the field of nano technology--very small physical structures measured in the billionths of a meter. The company, Surface Logix, has assembled a portfolio of intellectual property and completed some of the R&D work required to develop actual... View Details
- February 2001
- Case
BarnesandNoble.com (B)
By: Jeffrey F. Rayport, Dickson Louie and William A. Sahlman
At the end of 1998, Jonathan Bulkeley, the newly-named CEO of barnesandnoble.com, is faced with a challenge. As the second leading online bookseller behind Amazon.com, barnesandnoble.com must build its market share. With Forrester Research predicting that the online... View Details
- January 2001 (Revised July 2003)
- Case
Pharmacyclics: Financing Research & Development
By: Malcolm P. Baker, Richard S. Ruback and Aldo Sesia
Pharmacyclics (NASDAQ: PCYC), a pharmaceutical company that manufactures products that will improve existing therapeutic treatments for cancer, arteriosclerosis, and retinal disease, was considering a $60 million private placement in February 2000. The company had more... View Details
- December 2000 (Revised March 2001)
- Background Note
Strategic Use of Music in Marketing, The: A Selective Review
By: Gerald Zaltman and Nancy Puccinelli
Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas. View Details
- October 2000 (Revised April 2001)
- Case
Cost of Capital at Ameritrade
By: Mark L. Mitchell and Erik Stafford
Ameritrade Holding Corp. is planning large marketing and technology investments to improve the company's competitive position in deep-discount brokerage by taking advantage of emerging economies of scale. In order to evaluate whether the strategy would generate... View Details
- October 2000 (Revised March 2001)
- Case
BizRate.com
By: Youngme E. Moon
BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details
- August 2000 (Revised September 2005)
- Case
Omnitel Pronto Italia
By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were... View Details
- August 2000 (Revised September 2000)
- Case
Extraprise
By: Srikant M. Datar, Krishna G. Palepu and Sarah S. Khetani
In the three years since it was founded, the Boston-based Internet strategy consulting firm, Extraprise, has changed its strategy three times. Jennifer Gabler, the CFO, considers what kinds of control systems she can put in place to ensure the company can continue to... View Details
- January 2000
- Case
The Dimensions of Brand Equity for Nestlé Crunch Bar: A Research Case
By: Jill Avery and Gerald Zaltman
An in-depth study of consumers' thoughts and feelings about a branded candy bar. View Details
Keywords: Brand Management; Brand Equity; Brand Communication; Brand ＆ Product Management; Brand Building; Brand Positioning; Brand Storytelling; Brand Strategy; Brand Value; Branding; Marketing; Advertising; Customer Satisfaction; Brands and Branding; Consumer Behavior; Food and Beverage Industry; Consumer Products Industry
- December 1999
- Case
Agrochemicals at Ciba-Geigy AG (A)
By: Michael L. Tushman, Wendy Smith and Daniel Radov
After spending five years to develop a revolutionary product, the director of Ciba-Geigy's fungicide research department is handed an unfavorable market study. The case details the R&D process for the new product, including information on corporate partnerships,... View Details
Keywords: Agribusiness; Plant-Based Agribusiness; Research and Development; Innovation and Invention; Innovation Strategy; Product Launch; Marketing Channels; Change Management; Product Development; Business Processes; Organizational Structure; Corporate Accountability; Agriculture and Agribusiness Industry; Pharmaceutical Industry
- December 1999 (Revised January 2000)
- Case
Agrochemicals at Ciba-Geigy AG (B)
By: Michael L. Tushman, Wendy Smith and Daniel Radov
Focuses on Pierre Urech's efforts to change the division structure at Ciba-Geigy to facilitate the marketing of the new product. Details the relationships Urech cultivates and the strategy he pursues as "product champion." Also describes the restructuring of the... View Details
- November 1999 (Revised June 2006)
- Case
DLJdirect: "Putting Our Reputation Online"
By: Thomas R. Eisenmann and Gillian Morris
Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details
- April 1999 (Revised May 2000)
- Case
Compaq Computer: Intel Inside?
By: David E. Bell and Ann Leamon
Presents the results of quantitative and qualitative market research on the possible acceptance of a non-Intel processor in Compaq Computer's consumer notebook line. If the low-priced, non-Intel notebook is a success, the company will maintain or increase its 45% share... View Details
- March 1999 (Revised December 2001)
- Background Note
Analyzing Consumer Preferences
By: Robert J. Dolan
Presents a non-traditional description of the conjoint analysis methodology. Discusses the process by which a study is done and cites areas of application. View Details
- March 1999 (Revised August 1999)
- Case
Coop, The: Market Research
By: Ruth Bolton and Youngme E. Moon
Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. View Details
Keywords: Marketing; Cost; Research; Markets; Quality; Decisions; Management Teams; Food and Beverage Industry; Retail Industry