Publications

20 May 2020
Blog Post

Jeff Surette and Mike Peters: A Winning Team at TB12

and wellness company dedicated to helping people do what they love – better and for longer. Now they both are key leaders in the growing company that is making a positive impact on athletes around the world. Building a Winning View Details

01 Oct 2013
First Look

First Look: October 1

explanations of our findings. Publisher's link: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1572699 August 2013 Journal of Finance Reaching for Yield in the Bond Market By: Ivashina, Victoria, and Bo Becker Abstract—Reaching for... View Details

Keywords: Sean Silverthorne

28 Sep 2010
First Look

First Look: September 28, 2010

the paper: http://www.hbs.edu/research/pdf/07-104.pdf Competition for Scarce Resources Authors:Péter Esö, Volker Nocke, and Lucy White Publication:The RAND Journal of Economics 41, no. 3 (fall 2010) Abstract We model a downstream industry where firms compete View Details

Keywords: Sean Silverthorne

February 2024 (Revised February 2024)
Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang

Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

March 1999 (Revised July 1999)
Case

Crunch

By: Paul W. Marshall and Jeremy Dann

Entrepreneur Doug Levine runs a fitness company with an incredibly powerful brand. His company leverages the brand to expand, both in terms of facilities and lines of business. But he may need to make significant organizational changes in order to continue the growth. View Details

Keywords: Buildings and Facilities; Organizational Change and Adaptation; Expansion; Business Growth and Maturation; Business Startups; Brands and Branding; Service Industry; Health Industry

February 2008 (Revised September 2008)
Case

Indesit Company: Does Global Matter?

By: Joseph L. Bower

In 2007, the leadership of the Indesit Company is focused on long-term corporate strategy. After 3 decades, the company has emerged as the number 2 home appliance producer in Europe. Should they invest further to be number 1, or should they focus on the global market,... View Details

Keywords: Decision Choices and Conditions; Global Strategy; Growth and Development; Business or Company Management; Brands and Branding; Markets; Problems and Challenges; Corporate Strategy; Consumer Products Industry

21 Jan 2009
First Look

First Look: January 21, 2009

risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and View Details

Keywords: Martha Lagace

01 Dec 2003
Research & Ideas

Sometimes Success Begins at Failure

that eventually resulted in a historic windfall for the drug maker soon after it began marketing UK-92,480 under the brand name Viagra. Pfizer was able to develop and launch a wildly successful and... View Details

Keywords: by Henry Chesbrough; Health; Pharmaceutical

October 1999 (Revised July 2000)
Case

MasterCard International: World Championship Soccer Sponsorship

By: David J. Arnold and David Lane

MasterCard must decide whether to renew the sponsorship of the World Cup and other soccer events in light of a 100% increase in the sponsorship fee and a strategic realignment by MasterCard. A rewritten version of an earlier case. View Details

Keywords: Credit Cards; Marketing Strategy; Sports; Financial Services Industry; Sports Industry

23 Jan 2019
Blog Post

The First Five Years: '30 under 30' Edition

together a strategy for anything pretty easily. The hard part is bringing everyone else along, having them contribute to make the strategy stronger, and then having the buy-in... View Details

April 1990
Case

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program

By: Stephen A. Greyser and Norman Klein

Describes the new policy of the National Archives of inviting corporate cosponsorship of historic exhibits and commemorations. In November 1989, Philip Morris Companies (PM) became the first cosponsor of the bicentennial commemoration of the Bill of Rights, and used... View Details

Keywords: Policy; Brands and Branding; Decisions; Advertising; Marketing Strategy; Risk and Uncertainty; Financing and Loans; Reputation; Nonprofit Organizations