Publications

February 2011 (Revised December 2012)
Case

The Ford Fiesta

By: John Deighton and Leora Kornfeld

Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the company believed that if Ford was going to move beyond its conservative brand image... View Details

Keywords: Advertising Campaigns; Digital Marketing; Leadership; Goals and Objectives; Brands and Branding; Marketing Strategy; Product Launch; Market Entry and Exit; Standards; Auto Industry

November 2011 (Revised December 2012)
Case

Rent the Runway

By: Thomas R. Eisenmann and Laura Winig

Two months after a successful launch in November 2009, the cofounders of Rent the Runway (RTR), a website that rented designer dresses, are debating whether to grow their startup at a measured pace and focus on improving operational effectiveness, or raise a new round... View Details

Keywords: Lean Startup; Electronic Commerce; Fashion; Expansion; Business Startups; Growth and Development Strategy; E-commerce; Fashion Industry

27 Jun 2017
First Look

First Look at New Research and Ideas, June 27

behavior and a more sluggish response to incentives should result. Results from an additional experiment add support to this explanation. When individuals select into earning money for a charity View Details

Keywords: Sean Silverthorne

Fast Answer

Resources for Investment Management and Financial Analysis

firms Key members of the management team Investment bank league tables Bloomberg
Current and historical financial information on individual equities, stock market indices, fixed-income... View Details

2016
Working Paper

Towards a Prescriptive Theory of Dynamic Capabilities: Connecting Strategic Choice, Learning, and Competition

By: Gary P. Pisano

The field of strategy has mounted an enormous effort to understand, define, predict, and measure how organizational capabilities shape competitive advantage. While the notion that capabilities influence strategy dates back to the work of Andrews (1971), attempts to... View Details

Keywords: Competitive Advantage

SSRN

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November 2001 (Revised March 2002)
Case

Digital Angel

By: Youngme E. Moon and Kerry Herman

Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young... View Details

Keywords: Information; Safety; Rights; Market Entry and Exit; Ethics; Product Launch; Brands and Branding; Product Development

26 Feb 2001
Research & Ideas

David, Goliath, and Disruption

of HelloBrain.com Intelligent, handheld devices that hold basic information such as personal calendars and statistics have been around for some time, Schreck reminded the group. The great innovation of the Palm, he offered, was that it... View Details

Keywords: by Martha Lagace

March 2024
Teaching Note

CoPilot(s): Generative AI at Microsoft and GitHub

By: Frank Nagle and Maria P. Roche

This teaching note is the companion to case N9-624-010 CoPilot(s): Generative AI at Microsoft and GitHub, which takes place in late 2021. The case briefly describes the history of both GitHub and Microsoft with a particular focus on open source software (OSS)—software... View Details

Keywords: Mergers and Acquisitions; AI and Machine Learning; Applications and Software; Technological Innovation; Product Launch; Open Source Distribution; Product Development; Commercialization; Competition; Resource Allocation; Technology Industry

2005
Class Lecture

Managing Markets, Segments, and Customers

By: Das Narayandas

Keywords: Markets; Segmentation; Customers

07 Dec 2021
Op-Ed

Want to Build Better Leaders? Focus on Mindset, Skills, Knowledge

class=infogram-embed data-id=_/zKh5RuKYpwdq5VANdcPm][/div] M: Mindset. The foundational level of the MSK Leader Development Framework pyramid targets a leader’s mindset, in particular, the beliefs that orient the way we handle situations... View Details

Keywords: by Hise Gibson and Shawnette Rochelle

20 Feb 2018
First Look

First Look at New Research and Ideas, February 20, 2018

economics, demonstrating a persistent concern with market fairness—not only fair prices for consumers but also fair competition among businesses. Proponents of fair trade collaborated with regulators to create codes of fair competition... View Details

Keywords: Sean Silverthorne

09 Jul 2020
Research & Ideas

It’s Time to Reset Decision-Making in Your Organization

price decreases segmented by customer and channel. Another hallmark of stressful situations is that they can lead to paralysis and inaction, what Nathan Furr calls... View Details

Keywords: by Boris Groysberg and Sarah Abbott

June 2018
Article

The Fed, the Bond Market, and Gradualism in Monetary Policy

By: Jeremy C. Stein and Adi Sunderam

We develop a model of monetary policy with two key features: (i) the central bank has some private information about its long-run target for the policy rate, and (ii) the central bank is averse to bond-market volatility. In this setting, discretionary monetary policy... View Details

Keywords: Central Banking; Interest Rates; Policy; Bonds; Financial Markets