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  • Research Summary

Lean Startup Management Practices

By: Thomas R. Eisenmann

Many information technology startups have embraced "lean startup" management practices. Lean startups confront high levels of uncertainty about both customer problems and product solutions: the strength of demand for new... View Details

  • 2015
  • Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
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  • Teaching Interest

MBA Required Curriculum—Strategy

By: Benjamin C. Esty

The objective of this course is to help students develop the skills for formulating strategy. It provides an understanding of:

  • A firm's operative environment and how to sustain competitive advantage.
  • How to generate superior... View Details
  • Teaching Interest

MBA Required Curriculum-- Strategy Course

By: Ramon Casadesus-Masanell

The objective of this course is to help students develop the skills for formulating strategy. It provides an understanding of:

  • A firm's operative environment and how to sustain competitive advantage.
  • How to generate superior value for customers... View Details
Keywords: Strategy; Competitive Strategy; Competitive Advantage
  • 2010
  • Other Unpublished Work

Saving Face by Making Meaning: The Negative Effects of Brand Communities' Self-serving Response to Brand Extensions

By: Jill Avery
An ethnographic study of a brand community following the launch of the Porsche Cayenne SUV finds that brand extensions can negatively affect the value of their parent brands. By studying the collective response to brand extensions of existing consumers and by... View Details
Keywords: Brands; Brand Management; Brand Positioning; Brand Equity; Internet; Social Media; Customers; Customer Focus and Relationships; Customer Satisfaction; Marketing; Brands and Branding; Marketing Strategy; Auto Industry
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  • Teaching Interest

Social Entrepreneurship and Innovation

By: Brian L. Trelstad
Combining the tools of philanthropy, business and advocacy (or mission, margin and mandate), social entrepreneurs have tackled long-standing societal issues like teacher training, college access, global public health, renewable energy and sanitation.  Social... View Details
Keywords: Innovation and Invention; Organizations; Social Enterprise; Civil Society or Community; System
  • Teaching Interest

Strategy

By: Jan W. Rivkin

The objective of this course is to help students develop the skills for formulating strategy, and provides an understanding of:

  • A firm's operative environment and how to sustain competitive advantage.
  • How to generate superior value for... View Details
  • Teaching Interest

Strategy

By: Frances X. Frei

The objective of this course is to help students develop the skills for formulating strategy. It provides an understanding of:

  • A firm's operative environment and how to sustain competitive advantage.
  • How to generate superior... View Details
  • Forthcoming
  • Article

The Double-Edged Sword of Exemplar Similarity

By: Majid Majzoubi, Eric Zhao, Tiona Zuzul and Greg Fisher
We investigate how a firm’s positioning relative to category exemplars shapes security analysts’ evaluations. Using a two-stage model of evaluation (initial screening and subsequent assessment), we propose that exemplar similarity enhances a firm’s recognizability and... View Details
Keywords: Natural Language Processing; Analytics and Data Science; Performance Evaluation
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  • Research Summary

The Global Networks of Multinational Firms (with Maggie Chen)

By: Laura Alfaro
In this paper we characterize the topology of global multinational networks and examine the macro and micro patterns of multinational activity. We construct indices of network density at both pairwise industry and establishment level and measure agglomeration in a... View Details
  • Teaching Interest

Theoretical and Empirical Perspectives on Entrepreneurship (Doctoral)

By: Josh Lerner
Entrepreneurship—the formation and growth of new firms—is a complex phenomenon that has historically attracted relatively little academic attention. In recent years, however, scholars in a variety of disciplines have been devoting increasing attention to this topic.... View Details
  • Teaching Interest

Venture Capital and Private Equity (MBA)

By: Archie L. Jones

The growth of private equity internationally has been dramatic, to the point that the asset class has been both lauded as the savior and vilified as the cause of our current economic malaise. Over the past two decades, private equity- ranging from venture... View Details

  • Teaching Interest

Venture Capital and Private Equity (MBA)

By: Josh Lerner

The growth of private equity internationally has been dramatic, to the point that the asset class has been both lauded as the savior and vilified as the cause of our current economic malaise. Over the past two decades, private equity- ranging from venture capital to... View Details

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