Publications

February 2009 (Revised April 2011)
Supplement

Mistry Architects (B)

By: Amy C. Edmondson, Robert G. Eccles and Mona Sinha

This case is a follow-up of Mistry Architects: Innovating for Sustainability (A) (Case 609-044). In Case (A) Sharukh and Renu Mistry found and run an architectural firm dedicated to being both client-oriented and environmentally responsible. The case uses a difficult... View Details

Keywords: Problems and Challenges; Emerging Markets; Business and Stakeholder Relations; Natural Disasters; Environmental Sustainability; Product Design; Innovation and Invention; Construction Industry

18 Sep 2007
Research & Ideas

How Brand China Can Succeed

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.As the British nineteenth century commentator John Ruskin... View Details

Keywords: by John Quelch

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

of politics is higher than it has been in the last couple of decades. Also, one way of viewing local elections and political primaries is as a product development process for the major parties. Letting... View Details

Keywords: by Sean Silverthorne

29 Mar 2016
First Look

March 29, 2016

nature of strategy, organizational design, and leadership. Management: An Integrated Approach is the only introductory management text on the market to address this challenge by taking an integrated and holistic approach to management, as opposed to a functional... View Details

Keywords: Sean Silverthorne

September 2019 (Revised December 2022)
Case

Cooking Down a Storm: Changing Culture at Pasta Serafina (A)

By: Susanna Gallani, Francesca Gino and Raffaella Sadun

Plant management at Pasta Serafina, a pasta producer in the south of Italy, is struggling to contain employee absenteeism. While the misbehavior is concentrated in a minority of the workers, its effects impact not only the plant’s performance, but also the climate and... View Details

Keywords: Absenteeism; Moral Hazard; Employees; Behavior; Problems and Challenges; Organizational Culture; Organizational Change and Adaptation; Employee Relationship Management; Performance Productivity; Decision Making

18 Oct 2011
First Look

First Look: October 18

environmentally beneficial functions: it diverts waste from landfill and it produces renewable energy. At the same time, the waste-to-energy firm serves and collects revenue from two types of customers:... View Details

Keywords: Sean Silverthorne

June 2020
Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Consumer Products Industry; Consumer Products Industry; United States; China; Africa; Latin America

09 Nov 2009
Research & Ideas

Come Fly with Me: A History of Airline Leadership

Few industries have had the competitive challenges—the literal ups and downs—experienced by the U.S. airline industry since its formation in the 1920s. Consider that its early pioneers had the unenviable... View Details

Keywords: by Sarah Jane Gilbert; Air Transportation

09 May 2021
Blog Post

Meet the MoMBAs – Persisting Through a Difficult Year

On this Mother’s Day, as we reflect on the past year, the impacts of COVID-19 on working mothers deserve our attention. I have heard many people equate the COVID-19 pandemic to a period of wartime: a life-altering change to our collective society. At first, I thought... View Details

30 Aug 2011
First Look

First Look: August 30

underutilized markets, using its global network to quickly move products to market, and reinvesting steadily in its brand. Purchase this... View Details

Keywords: Sean Silverthorne

October 2020 (Revised November 2023)
Case

COVID-19 Testing at Everlywell

By: Jeffrey J. Bussgang and Olivia Hull

In March 2020, as COVID-19 spreads rapidly across the U.S., Everlywell founder Julia Cheek considers how to respond as a small start-up specializing in at-home lab testing. After making dramatic budget cuts, she decides to pivot the organization to address the... View Details

21 May 2021
News

See Us Unite for Change

Courtesy Sheila Lirio Marcelo In honor of Asian American and Pacific Islander (AAPI) month, MTV’s Entertainment brands are streaming a global television special, “See Us Unite for Change,” on May 21. Hosted by comedian Ken Jeong, the... View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

2013
Chapter

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers.... View Details

Keywords: Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Consumer Products Industry

October 2014 (Revised December 2016)
Case

NBCUniversal

By: Anita Elberse

In September 2014, Stephen Burke, chief executive officer at media and entertainment company NBCUniversal, has to decide between possible priorities for the company's 'Project Symphony,' guaranteeing the winners a high level of visibility and support across the media... View Details

Keywords: Business Conglomerates; Film Entertainment; Product Marketing; Entertainment and Recreation Industry; Media and Broadcasting Industry

March 2015
Case

BOLT: Seed Venture Capital Firm

By: William A. Sahlman and Robert F. White

BOLT is a different kind of seed venture capital firm built to serve the needs of early-stage startups at the intersection of hardware and software.

In the past decade, the cost of entrepreneurial experimentation has dropped dramatically, particularly in web... View Details

Keywords: Entrepreneurial Finance; Accelerator; Entrepreneurship; Finance; Venture Capital; Applications and Software; Information Infrastructure; Strategy

Research Summary

Leadership and Leadership Development: An Ontological Approach

This summarizes my research program over the last twelve years (with my co-investigators Werner Erhard, Steve Zaffron, and more recently Kari Granger) in which the objective has been to rigorously distinguish leader and leadership and to create a technology for... View Details

December 1999 (Revised August 2001)
Case

Millennium Pharmaceuticals, Inc. (A)

By: Stefan H. Thomke and Ashok Nimgade

Focuses on Millennium's strategy to grow and revolutionize drug development through the use of new technologies such as genomics. Describes how Millennium Pharmaceuticals--a fast-growing biotechnology firm in Cambridge, MA--has used strategic alliances to finance the... View Details

Keywords: Cost Management; Financing and Loans; Medical Specialties; Retention; Growth and Development Strategy; Time Management; Product Development; Problems and Challenges; Alliances; Technology; Biotechnology Industry; Pharmaceutical Industry; Cambridge

August 2016 (Revised August 2017)
Case

AnswerDash (Abridged)

By: Elie Ofek and Jeffrey D. Shulman

It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details

Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry