Publications

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The New Rules for Bringing Innovations to Market, Harvard Business Review, March 2004

It's tough to get consumers to adopt innovations--and it's getting tougher all the time. That's because more and more markets are taking on the characteristics of networks. The interconnections among today's companies are so plentiful that often a... View Details

09 Jan 2019
Video

Interning in the Retail Sector

2015
Report

Clusters and Regional Economies: Implications for the Great Lakes - St. Lawrence Region

By: Christian H.M. Ketels

The Great Lakes – St. Lawrence Region, covering eight U.S. states and two Canadian provinces located around the lakes and waterways that have given this region its name, is what economic developers call a 'macro region'. It is an area of intensive economic interaction... View Details

Keywords: Clusters; Regional Policy; Great Lakes; Economic Development; Industry Clusters; Economy; Canada; United States

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July 2000
Case

Patent & License Exchange, The: Enabling a Global IP Marketplace

The Patent & License Exchange (pl-x) is a start-up company seeking to create a market for intellectual property over the Web. The company has targeted the United States as its initial market and has developed its services and processes for the United States. Now it is... View Details

Keywords: Patents; Globalized Markets and Industries; Service Industry; Japan; United States

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November 2008 (Revised November 2008)
Case

Cyworld: Creating and Capturing Value in a Social Network

By: Sunil Gupta and Sangman Han

In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details

Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea

April 2000
Supplement

BRL Hardy: Globalizing an Australian Wine Company

By: Christopher A. Bartlett

Interviews alternating the country subsidiary and corporate headquarters views of Christopher Carson, marketing director of BRL Hardy Europe and Steve Millar, marketing director and CEO of BRL Hardy Ltd. In four segments focusing on the source of... View Details

Keywords: Business Subsidiaries; Business Headquarters; Management Teams; Conflict and Resolution; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry

13 Sep 2017
Blog Post

Why We Recruit: Gorton's Seafoods

been recruiting at Harvard Business School and what roles do you hire for?Gorton's has been recruiting for our marketing area at HBS since the late 1980's. The role we recruit for is called Associate View Details

Keywords: Consumer Products / Retail

10 Jan 2020
Blog Post

Know Your Audience - Recruiting HBS Students for Retail

of students has a passion for the dynamic retail space across different segments including luxury, specialty, and mass market brands. Retail Tech in particular has had a major... View Details

Keywords: Consumer Products / Retail

October 2018
Case

BreezoMeter: Making Air Pollution Data Actionable

By: Frank V. Cespedes, Allison M. Ciechanover and Margot Eiran

The case focuses on an Israeli startup that provides actionable air pollution data and forecasts. The company has over 50 enterprise customers and its tool reached a million people daily in 67 countries. The co-founders wrestle with which markets and customers to focus... View Details

Keywords: Startups; Entrepreneurship; Business Startups; Pollutants; Analytics and Data Science; Sales; Marketing; Decision Choices and Conditions; Technology Industry; Israel; United States

Video

Vimal Shah

Vimal Shah, Co-Founder and Chairman of Bidco Africa, discusses the group’s strategic approach to marketing soap products in Kenya, targeting the bottom of the pyramid market with multiple brands at different price points to compete with large multinationals such as... View Details

October 2007
Article

The Influence of Financial Statement Recognition and Analyst Coverage on the Market's Valuation of R&D Capital

By: Michael D. Kimbrough

Statement of Financial Accounting Standards 141 (SFAS No. 141)'s requirement that an acquirer in a business combination estimate the fair value of the target's separately identifiable assets and liabilities (including research and development capital) provides a rare... View Details

Keywords: Information; Value Creation; Fair Value Accounting; Research and Development; Financial Statements; Capital

Research Summary

The New Social Contract: Contractors, Firms, and Agencies

The emergence of a 'new social contract' linking employees and organizations - perhaps most notable for the absence of a promise of lifelong job security - has been widely remarked. A related trend, less noted but potentially important, has been the emergence of a... View Details

18 Nov 2019
Video

Alberto Grimoldi

Alberto Grimoldi, President of the Argentina-based apparel and footwear company Grimoldi, describes improving the image of his company by removing the name "Grimoldi" from their products, and using... View Details

December 1992 (Revised October 1993)
Case

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

By: Stephen A. Greyser and Wendy Smith Schille

Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details

Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry

The Five Forces - Institute For Strategy And Competitiveness

competitor to another. They can play rivals against each other—especially if an industry’s products are undifferentiated, it’s inexpensive to switch loyalties, and price trumps quality. There may be multiple buyer View Details

July 2004 (Revised March 2006)
Case

RosettaNet and ebXML: Betting on the Right eBusiness Standard

By: F. Warren McFarlan and Veronika Belokhvostova

A major enterprise software company must select which technologies to support, based on their long-term and short-term viability and benefits. The protagonist is involved in the release of the B2B integration component of major enterprise software whose purpose is to... View Details

Keywords: Communication Technology; Customer Focus and Relationships; Markets; Standards; Science-Based Business; Situation or Environment; Applications and Software; Technology Adoption; Information Technology Industry

07 Mar 2019
Working Paper Summaries

Calculators for Women: When Identity Appeals Provoke Backlash

Keywords: by Tami Kim, Kate Barasz, Leslie John, and Michael Norton

November 1982 (Revised November 1984)
Case

Information Resources, Inc. (A)

Information Resources, Inc. (IRI) is a small but rapidly growing marketing research firm. IRI's major product, BehaviorScan, provides the most completely controllable and measurable marketing program testing facility in the world. It includes UPC electronic scanning at... View Details

Keywords: Product Development; Product Marketing