Publications

Teaching Note to (9-502-077). View Details

Keywords: Apparel and Accessories Industry

June 2002 (Revised September 2002)
Case

Pokemon: Gotta Catch 'Em All (Abridged)

Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details

Keywords: Brands and Branding; Age; Business or Company Management; Marketing Strategy; Product Launch; Cross-Cultural and Cross-Border Issues; Copyright; Video Game Industry; Entertainment and Recreation Industry; Japan; Asia; United States

Educators

January 2000
Teaching Note

Autobytel.com (TN)

Teaching Note for (9-500-015). View Details

Keywords: Auto Industry

August 2016
Case

S'well: The Mass Market Decision

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States

Educators

1998
Working Paper

When the Computer Is the "Salesperson": Consumer Responses to Computer "Personalities" in Interactive Marketing Situations

Research Summary

This information is currently being updated. Please check back at a later date for more information. View Details

January 2023
Teaching Note

Duolingo: Teaching Languages to the Masses

Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details

Keywords: Marketing; Marketing Strategy; Customer Relationship Management; Acquisition; Retention; Innovation and Invention

May 2017 (Revised October 2017)
Supplement

Uber: Changing the Way the World Moves (B)

This (B) case was written as a follow-up to the original case, “Uber: Changing the Way the World Moves” (HBS No. 316-101). It describes a slew of controversial incidents besetting the company in early 2017. View Details

Keywords: Marketing; Business Startups; Entrepreneurship; Competitive Strategy; Transportation; Problems and Challenges; United States

December 2015 (Revised June 2016)
Teaching Note

Uber: Changing the Way the World Moves

1998
Working Paper

The Effects of "Canned" Personalization on Outcomes in an Interactive Marketing Situation

2002
Article

Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality

Keywords: Identity; Customers; Customer Focus and Relationships

Find at Harvard

1998
Working Paper

The Effects of Physical Distance and Response Latency on Persuasion in Computer-Mediated Communication and Human-Computer Communication

March 2006 (Revised March 2006)
Teaching Note

Cabo San Viejo: Rewarding Loyalty (TN)

December 2005 (Revised March 2006)
Module Note

Rethinking Customer Satisfaction

Outlines the structure and content of a six-session module that explores the negative dynamics that can result when firm profitability becomes disconnected from customer satisfaction. View Details

Keywords: Customer Satisfaction

November 2005 (Revised February 2006)
Module Note

Rethinking Branding

The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details

Keywords: Brands and Branding

October 2005
Supplement

Aqualisa Quartz: Harry Rawlinson (DVD)

Keywords: Construction Industry

August 2002 (Revised August 2003)
Case

Electronic Arts Introduces The Sims Online

Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. The new game is called "The Sims Online" and it differs from the original game in two... View Details

Keywords: Fair Value Accounting; Decision Making; Price; Product Launch; Market Entry and Exit; Internet; Entertainment and Recreation Industry

Educators

August 2001
Case

Charmed Technology