Publications

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March 2006
Course Overview Note

Consumer Marketing: Rethinking the Core

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details

Keywords: Marketing; Consumer Behavior

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

Keywords: Advertising Campaigns

July 2004 (Revised March 2006)
Teaching Note

The Birth of the Swatch (TN)

Teaching Note to (2-504-096). View Details

Keywords: History; Fashion Industry

July 2004 (Revised February 2005)
Teaching Note

Marketing Antidepressants: Prozac and Paxil (TN)

Teaching Note to (9-502-055). View Details

Keywords: Marketing; Pharmaceutical Industry

April 2004 (Revised March 2006)
Teaching Note

Ikea Invades America (TN)

Teaching Note to (2-504-094). View Details

Keywords: Retail Industry; Consumer Products Industry

May 2003 (Revised January 2006)
Teaching Note

NTT DoCoMo: Marketing i-mode (TN)

Teaching Note for (9-502-031). View Details

Keywords: Telecommunications Industry; Japan

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

October 2000 (Revised March 2001)
Case

BizRate.com

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

February 1999 (Revised May 1999)
Case

Onsale, Inc.

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details

Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

March 2009
Case

The Hotel Bed Wars

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

October 2005 (Revised March 2006)
Module Note

Rethinking Positioning

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

April 2004 (Revised March 2006)
Teaching Note

Inside Intel Inside (TN)

Teaching Note to (9-502-083). View Details

Keywords: Semiconductor Industry

August 2003 (Revised November 2005)
Teaching Note

Electronic Arts Introduces The Sims Online (TN)

Teaching Note for (9-503-008). View Details

Keywords: Entertainment and Recreation Industry

February 2003 (Revised February 2006)
Teaching Note

BMWFilms (TN)

Teaching Note for (9-502-046). View Details

Keywords: Auto Industry; United States

June 2002 (Revised September 2005)
Case

Online Music Distribution in a Post-Napster World

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

November 2001 (Revised August 2002)
Case

Audio Spotlight, The

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