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  • October 2003 (Revised August 2005)
  • Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman
The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
  • July 2004 (Revised March 2007)
  • Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon
In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details
Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe
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Elberse, Anita, and Youngme E. Moon. "Sony EyeToy." Harvard Business School Case 505-024, July 2004. (Revised March 2007.)
  • July 2008 (Revised February 2009)
  • Case

(PRODUCT) RED (A)

By: Youngme E. Moon, Michael I. Norton and David Chen
Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,... View Details
Keywords: Investment Funds; Philanthropy and Charitable Giving; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa
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Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (A)." Harvard Business School Case 509-013, July 2008. (Revised February 2009.)
  • September 2003 (Revised February 2004)
  • Case

Alessi: Evolution of an Italian Design Factory (B)

By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
Since the 1970s, world-renowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods design factory. By discussing Mendini's role as art director, the case introduces the artistic side of Alessi, where... View Details
Keywords: Design; Corporate Entrepreneurship; Leadership Style; Business or Company Management; Goals and Objectives; Consumer Products Industry; Italy
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Moon, Youngme E., Vincent Dessain, and Anders Sjoman. "Alessi: Evolution of an Italian Design Factory (B)." Harvard Business School Case 504-019, September 2003. (Revised February 2004.)
  • 26 Mar 2019
  • First Look

New Research and Ideas, March 26, 2019

enrolled at centers with biometric monitoring are 25% less likely to interrupt their treatment than those at regular centers—an improvement driven by increased attendance and efforts by health workers and... View Details
Keywords: Dina Gerdeman
  • 08 Aug 2017
  • First Look

First Look at Research and Ideas, August 8, 2017

achieved global acclaim by launching successful missions to the moon and Mars at a fraction of the cost of prior Western missions. It is now faced with an important strategic dilemma—whether to continue... View Details
Keywords: Sean Silverthorne
  • September 2003 (Revised January 2004)
  • Case

Alessi: Evolution of an Italian Design Factory (A)

By: Youngme E. Moon, Vincent Dessain and Anders Sjoman
Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing Alessi's worldwide network of distributors. By describing the challenges facing Alessi, an internationally acclaimed... View Details
Keywords: Family Business; Transition; Cost Management; Brands and Branding; Product Positioning; Distribution; Production; Problems and Challenges; Networks; Consumer Products Industry
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Moon, Youngme E., Vincent Dessain, and Anders Sjoman. "Alessi: Evolution of an Italian Design Factory (A)." Harvard Business School Case 504-018, September 2003. (Revised January 2004.)
  • 2003
  • Article

Don't Blame the Computer: When Self-Disclosure Moderates the Self-Serving Bias

By: Youngme Moon
Keywords: Information Technology; Prejudice and Bias
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Moon, Youngme. "Don't Blame the Computer: When Self-Disclosure Moderates the Self-Serving Bias." Journal of Consumer Psychology 13, nos. 1-2 (2003).
  • December 1999
  • Article

The Effects of Physical Distance and Response Latency on Persuasion in Computer-mediated Communication and Human-computer Interaction

By: Youngme Moon
Keywords: Information Technology; Communication
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Moon, Youngme. "The Effects of Physical Distance and Response Latency on Persuasion in Computer-mediated Communication and Human-computer Interaction." Journal of Experimental Psychology: Applied 5, no. 4 (December 1999): 379–392.
  • May 2005
  • Article

Break Free from the Product Life Cycle

By: Youngme Moon
Keywords: Product; Business Cycles
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Moon, Youngme. "Break Free from the Product Life Cycle." Harvard Business Review 83, no. 5 (May 2005).
  • 1998
  • Working Paper

Intimate Self-Disclosure Exchanges: Using Computers to Build Reciprocal Relationships with Consumers

By: Youngme Moon
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Moon, Youngme. "Intimate Self-Disclosure Exchanges: Using Computers to Build Reciprocal Relationships with Consumers." Harvard Business School Working Paper, No. 99-059, November 1998.
  • 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.
  • March 2006
  • Course Overview Note

Consumer Marketing: Rethinking the Core

By: Youngme E. Moon
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
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Moon, Youngme E. "Consumer Marketing: Rethinking the Core." Harvard Business School Course Overview Note 506-059, March 2006.
  • March 2006
  • Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

By: Youngme E. Moon
Keywords: Advertising Campaigns
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Moon, Youngme E. "American Legacy: Beyond the Truth Campaign (TN)." Harvard Business School Teaching Note 506-056, March 2006.
  • July 2004 (Revised March 2006)
  • Teaching Note

The Birth of the Swatch (TN)

By: Youngme E. Moon
Teaching Note to (2-504-096). View Details
Keywords: History; Fashion Industry
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Moon, Youngme E. "The Birth of the Swatch (TN)." Harvard Business School Teaching Note 505-010, July 2004. (Revised March 2006.)
  • July 2004 (Revised February 2005)
  • Teaching Note

Marketing Antidepressants: Prozac and Paxil (TN)

By: Youngme E. Moon
Teaching Note to (9-502-055). View Details
Keywords: Marketing; Pharmaceutical Industry
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Moon, Youngme E. "Marketing Antidepressants: Prozac and Paxil (TN)." Harvard Business School Teaching Note 505-009, July 2004. (Revised February 2005.)
  • April 2004 (Revised March 2006)
  • Teaching Note

Ikea Invades America (TN)

By: Youngme E. Moon
Teaching Note to (2-504-094). View Details
Keywords: Retail Industry; Consumer Products Industry
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Moon, Youngme E. "Ikea Invades America (TN)." Harvard Business School Teaching Note 504-095, April 2004. (Revised March 2006.)
  • May 2003 (Revised January 2006)
  • Teaching Note

NTT DoCoMo: Marketing i-mode (TN)

By: Youngme E. Moon
Teaching Note for (9-502-031). View Details
Keywords: Telecommunications Industry; Japan
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Moon, Youngme E. "NTT DoCoMo: Marketing i-mode (TN)." Harvard Business School Teaching Note 503-097, May 2003. (Revised January 2006.)
  • October 2000 (Revised March 2001)
  • Case

BizRate.com

By: Youngme E. Moon
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
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Moon, Youngme E. "BizRate.com." Harvard Business School Case 501-024, October 2000. (Revised March 2001.)
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