Publications

October 2022
Supplement

Single Earth: Science White Paper Supplement

By: Rembrand Koning and Emer Moloney

Science White Paper prepared by Single.Earth to give an overview of the models and solutions it has developed. View Details

Keywords: Business Startups; Entrepreneurship; Climate Change; Environmental Sustainability; Green Technology; Natural Resources; Pollution; Analytics and Data Science; Marketing; Product Marketing; Product Launch; Product Positioning; Markets; Market Timing; Strategy; Green Technology Industry; Estonia

24 Jul 2012
First Look

First Look: July 24

portfolios, such as exposure to climate change, remain hidden. If this disclosure void continues to exist, the competitiveness of U.S. companies and its capital market will be... View Details

Keywords: Sean Silverthorne

October 2006 (Revised October 2007)
Case

Google Advertising

By: Youngme E. Moon and David Chen

In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details

Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States

January 2015 (Revised July 2019)
Case

CVS Health: Promoting Drug Adherence

By: Leslie John, John Quelch and Robert Huckman

Email mking@hbs.edu for a courtesy copy.

The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from a societal, public policy, and firm... View Details

18 Sep 2018
First Look

New Research and Ideas, September 18, 2018

Ratcheting, Competition, and the Diffusion of Technological Change: The Case of Televisions Under an Energy Efficiency Program By: Amano, Tomomichi, and Hiroshi Ohashi Abstract—In differentiated goods markets with societal implications,... View Details

Keywords: Dina Gerdeman

25 Apr 2017
First Look

First Look at New Research, April 25

2017 CA: BVT Publishing Global Marketing Management: A Casebook By: Quelch, John A. Abstract—During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As... View Details

Keywords: Sean Silverthorne

July 1994 (Revised March 1995)
Case

Microsoft: Multimedia Publications (B)

By: Marco Iansiti and Ellen Stein

Microsoft is about to release an apparently successful CD-ROM baseball product. The company is trying to determine what product(s) should be developed next, how it should organize itself, and what role it should play in the development of such products. View Details

Keywords: Product Development; Applications and Software; Product Design; Organizational Structure; Product Launch; Business Strategy; Consumer Products Industry; Information Technology Industry; Washington (state, US)

July 2024
Article

Buying the Verdict

By: Lauren Cohen and Umit Gurun

We document evidence that firms systematically increase specialized, locally targeted advertising following the firm being taken to trial in that given location, precisely following initiation of the suit. In particular, we use legal actions brought against publicly... View Details

Keywords: Lawsuits and Litigation; Advertising; Marketing Strategy

04 May 2016
What Do You Think?

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

control over brands is explicitly ceded to the public for marketing purposes. As I write this, the Binghamton, New York minor league professional baseball team is thought to be... View Details

Keywords: by James Heskett; Advertising

April 1971 (Revised February 1984)
Case

Gould, Inc.: Graphics Division

Describes the decision of a battery manufacturer to diversify into the computer field through acquisition and the development of a new product. Among the issues to be discussed are the company product fit, phases in new product introduction, product positioning, and... View Details

Keywords: Diversification; Market Entry and Exit; Acquisition; Product Development; Computer Industry; Battery Industry

28 Apr 2010
Research & Ideas

Earth Day Reflections

What's more, since going green is now red hot, a growing number of companies—especially in Europe and Japan—are also starting to issue Corporate Social Responsibility (CSR) or Sustainability reports.... View Details

Keywords: by Staff

10 Nov 2008
Research Event

Social Media Leads the Future of Technology

it should be a two-way device. "This is not a new idea," Kim clarified. "Many attempts have failed. It primes us for success." Prices of televisions are going down, and the industry as a whole is mature, leaving an... View Details

Keywords: by Martha Lagace

19 Dec 2006
First Look

First Look: December 19, 2006

demand. Download working paper: http://www.nber.org/papers/w12756 The Value of a 'Free' Customer Authors:Sunil Gupta, Carl F. Mela, and Jose M. Vidal-Sanz Abstract Central to a firm's growth and marketing... View Details

Keywords: Sean Silverthorne

March 2003 (Revised March 2011)
Background Note

A Note on Antitrust and Competitive Tactics

By: Dennis A. Yao

Provides an overview of antitrust law as it relates to competitive strategy. Discusses the problem of managing antitrust risk and provides a guide to business actions that pose antitrust risk. View Details

Keywords: Laws and Statutes; Risk Management; Monopoly; Business and Government Relations; Competitive Strategy