Publications
Publications
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- All HBS Web
(257)
- Faculty Publications (92)
- September 2005 (Revised October 2005)
- Module Note
The Marketing of Innovations Module I: The Risk of Innovation
Aids classroom instructors in teaching the first module of the Marketing of Innovations course. View Details
Keywords: Innovation and Management
- September 2005 (Revised October 2005)
- Module Note
The Marketing of Innovations: Module II: The Psychology of Innovations
- summer 2005
- Journal Article
Overchoice and Assortment Type: When and Why Variety Backfires
By: John T. Gourville and Dilip Soman
- May 2005 (Revised April 2006)
- Background Note
Note on Innovation Diffusion: Rogers' Five Factors
Reviews Everett Rogers' Five Factors of product adoption. These factors help explain why some products diffuse rapidly and some slowly or not at all. View Details
- April 2004 (Revised October 2005)
- Teaching Note
Marketing of Innovations, The: Course Overview Note for Instructors
- March 2004 (Revised April 2004)
- Background Note
Seeing What's on Red Auerbach's Mind
Analysis of an interview with Red Auerbach, HBR No. 87201. Alan M. Webber, who conducted the interview, probed for the lessons that Auerbach has learned from a long and productive career coaching and managing the Boston Celtics, a professional basketball team in the... View Details
- 2004
- Working Paper
Downsizing Price Increases: A Greater Sensitivity to Price Than Quantity in Consumer Markets
By: John T. Gourville and Jonathan J. Koehler
- January 2004
- Background Note
Why Developers Don't Understand Why Consumers Don't Buy
Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details
- January 2004
- Article
Managing Price Expectations through Product Overlap
By: John T. Gourville and Youngme Moon
- November 2003 (Revised April 2004)
- Background Note
Why Consumers Don't Buy: The Psychology of New Product Adoption
Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details
- October 2003 (Revised February 2004)
- Case
Cape Wind
By: John T. Gourville and Kerry Herman
Cape Wind has proposed placing a 170-tower wind farm, with each tower more than 400-feet tall, in Nantucket Sound. Not surprisingly, public reaction is mixed. Some view the wind farm as clean, renewable energy. Others view it as an eyesore and a desecration of a valued... View Details
- October 2003 (Revised January 2005)
- Case
Microsoft: Launching the Smart Watch
By: John T. Gourville and Christina L. Darwall
Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now... View Details
- September 2003 (Revised August 2005)
- Teaching Note
Calgene, Inc. (TN)
Teaching Note for (9-502-041) View Details
- August 2003 (Revised May 2005)
- Teaching Note
Four Products: Predicting Diffusion (TN)
Teaching Note for (5-502-045). View Details
- July 2003 (Revised August 2005)
- Teaching Note
Future of Hybrid Electric Vehicles, The (TN)
Teaching Note for (9-502-025). View Details
- July 2003
- Article
The Effects of Monetary Magnitude and Level of Aggregation on the Temporal Framing of Price
Keywords: Price
- May 2003 (Revised October 2005)
- Teaching Note
GolfLogix: Measuring the Game of Golf (TN)
Teaching Note for (9-503-004). View Details
- April 2003
- Teaching Note
CardioThoracic Systems (TN)
Teaching Note for (9-899-281). View Details
Keywords: Health Industry