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  • All HBS Web  (179)
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  • November 2005 (Revised February 2006)
  • Module Note

Rethinking Branding

By: Youngme E. Moon
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
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Moon, Youngme E. "Rethinking Branding." Harvard Business School Module Note 506-039, November 2005. (Revised February 2006.)
  • October 2005
  • Supplement

Aqualisa Quartz: Harry Rawlinson (DVD)

By: Youngme E. Moon
Keywords: Construction Industry
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Moon, Youngme E. "Aqualisa Quartz: Harry Rawlinson (DVD)." Harvard Business School Video Supplement 506-706, October 2005.
  • August 2002 (Revised August 2003)
  • Case

Electronic Arts Introduces The Sims Online

By: Youngme E. Moon
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
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Moon, Youngme E. "Electronic Arts Introduces The Sims Online." Harvard Business School Case 503-008, August 2002. (Revised August 2003.)
  • August 2001
  • Case

Charmed Technology

By: Youngme E. Moon
Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers, has just released its first product. The "CharmIT" is being billed as the world's first affordable, wearable computer for consumers. The key... View Details
Keywords: Entrepreneurship; Resignation and Termination; Technological Innovation; Marketing Strategy; Product Development; Luxury; Information Infrastructure; Value Creation; Computer Industry; Fashion Industry
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Moon, Youngme E. "Charmed Technology." Harvard Business School Case 502-012, August 2001.
  • March 1999 (Revised January 2000)
  • Background Note

Network Technology and the Role of Intermediaries

By: Youngme E. Moon
Outlines some of the ways network technology is changing the role of intermediaries in the market. View Details
Keywords: Technology Networks
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Moon, Youngme E. "Network Technology and the Role of Intermediaries." Harvard Business School Background Note 599-102, March 1999. (Revised January 2000.)
  • March 1999 (Revised January 2000)
  • Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon
Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details
Keywords: Marketing Strategy; Customer Relationship Management; Technology
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Moon, Youngme E. "Interactive Technologies and Relationship Marketing Strategies." Harvard Business School Background Note 599-101, March 1999. (Revised January 2000.)
  • March 2009
  • Case

The Hotel Bed Wars

By: Youngme E. Moon
This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel... View Details
Keywords: Competitive Strategy; Problems and Challenges; Customization and Personalization; Customers; Accommodations Industry
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Moon, Youngme E. "The Hotel Bed Wars." Harvard Business School Case 509-059, March 2009.
  • October 2005 (Revised March 2006)
  • Module Note

Rethinking Positioning

By: Youngme E. Moon
Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details
Keywords: Product Positioning; Brands and Branding; Marketing
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Moon, Youngme E. "Rethinking Positioning." Harvard Business School Module Note 506-025, October 2005. (Revised March 2006.)
  • April 2004 (Revised March 2006)
  • Teaching Note

Inside Intel Inside (TN)

By: Youngme E. Moon
Teaching Note to (9-502-083). View Details
Keywords: Semiconductor Industry
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Moon, Youngme E. "Inside Intel Inside (TN)." Harvard Business School Teaching Note 504-093, April 2004. (Revised March 2006.)
  • August 2003 (Revised November 2005)
  • Teaching Note

Electronic Arts Introduces The Sims Online (TN)

By: Youngme E. Moon
Teaching Note for (9-503-008). View Details
Keywords: Entertainment and Recreation Industry
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Moon, Youngme E. "Electronic Arts Introduces The Sims Online (TN)." Harvard Business School Teaching Note 504-044, August 2003. (Revised November 2005.)
  • February 2003 (Revised February 2006)
  • Teaching Note

BMWFilms (TN)

By: Youngme E. Moon
Teaching Note for (9-502-046). View Details
Keywords: Auto Industry; United States
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Moon, Youngme E. "BMWFilms (TN)." Harvard Business School Teaching Note 503-073, February 2003. (Revised February 2006.)
  • June 2002 (Revised September 2005)
  • Case

Online Music Distribution in a Post-Napster World

By: Youngme E. Moon
Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-to-peer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay). View Details
Keywords: Distribution; Internet and the Web; Price; Marketing Channels; Service Operations; Music Industry
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Moon, Youngme E. "Online Music Distribution in a Post-Napster World." Harvard Business School Case 502-093, June 2002. (Revised September 2005.)
  • November 2001 (Revised August 2002)
  • Case

Audio Spotlight, The

By: Youngme E. Moon
Joe Pompei, a graduate student at the MIT Media Lab, has invented a breakthrough audio invention. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. He must now decide how to... View Details
Keywords: Corporate Entrepreneurship; Independent Innovation and Invention; Marketing; Demand and Consumers; Value Creation
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Moon, Youngme E. "Audio Spotlight, The." Harvard Business School Case 502-014, November 2001. (Revised August 2002.)
  • August 1999
  • Teaching Note

Onsale, Inc. TN

By: Youngme E. Moon
Teaching Note for (9-599-091). View Details
Keywords: Retail Industry
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Moon, Youngme E. "Onsale, Inc. TN." Harvard Business School Teaching Note 500-022, August 1999.
  • August 2016
  • Case

S'well: The Mass Market Decision

By: Youngme Moon
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
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Moon, Youngme. "S'well: The Mass Market Decision." Harvard Business School Case 317-019, August 2016.
  • 1998
  • Working Paper

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

By: Youngme Moon
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Moon, Youngme. When the Computer Is the "Salesperson": Consumer Responses to Computer "Personalities" in Interactive Marketing Situations. Harvard Business School Working Paper, No. 99-041, September 1998.
  • January 2007
  • Class Lecture

Brand Positioning (FSS)

By: Youngme E. Moon
Keywords: Brands and Branding; Product Positioning
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Moon, Youngme E. "Brand Positioning (FSS)." Harvard Business School Class Lecture 507-055, January 2007.
  • July 2004 (Revised March 2006)
  • Teaching Note

Vans: Skating on Air (TN)

By: Youngme E. Moon
Teaching Note to (9-502-077). View Details
Keywords: Apparel and Accessories Industry
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Moon, Youngme E. "Vans: Skating on Air (TN)." Harvard Business School Teaching Note 505-008, July 2004. (Revised March 2006.)
  • June 2002 (Revised September 2002)
  • Case

Pokemon: Gotta Catch 'Em All (Abridged)

By: Youngme E. Moon
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
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Moon, Youngme E. "Pokemon: Gotta Catch 'Em All (Abridged)." Harvard Business School Case 502-092, June 2002. (Revised September 2002.)
  • January 2000
  • Teaching Note

Autobytel.com (TN)

By: Youngme E. Moon
Teaching Note for (9-500-015). View Details
Keywords: Auto Industry
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Moon, Youngme E. "Autobytel.com (TN)." Harvard Business School Teaching Note 500-076, January 2000.
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