Publications

May 2011
Article

Underdog Branding: Why Underdogs Win in Recessions

By: Neeru Paharia, Anat Keinan and Jill Avery

Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details

Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry

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October 2007 (Revised July 2016)
Teaching Note

Gordon Bethune at Continental Airlines

By: Anthony J. Mayo

A $385 million loss for the final months of fiscal year 1994 signaled Continental might go bankrupt. Could new CEO Gordon Bethune turn Continental around? Continental was in dire straits because the deregulation of the commercial airline industry in 1978 ushered in a... View Details

Keywords: Transformation; Insolvency and Bankruptcy; Profit; Leading Change; Organizational Change and Adaptation; Performance Improvement; Labor and Management Relations

July 2021 (Revised December 2021)
Case

Pershing Square's Pandemic Trade (A)

By: Emil N. Siriwardane, Luis M. Viceira, Dean Xu and Lucas Baker

This case explores the decision that Bill Ackman, CEO and founder of the hedge fund Pershing Square Capital, was considering in late February 2020 about hedging the exposure of the fund’s portfolio from the potential financial fallout ensuing from an extreme event like... View Details

Keywords: Health Pandemics; Financial Liquidity; Cost Management; Decision Choices and Conditions; Risk Management

March 2008 (Revised July 2009)
Case

U.S. Subprime Mortgage Crisis: Policy Reactions (A)

By: Laura Alfaro and Renee Kim

By March 2008, the U.S. Government and the U.S. Federal Reserve Board had taken various policy measures over the last few months to tackle the subprime mortgage crisis that threatened to drag the economy into a recession. The Bush administration approved a fiscal... View Details

Keywords: Financial Crisis; Inflation and Deflation; Central Banking; Mortgages; Policy; Business and Government Relations; United States

Research Summary

Supply Chain Coordination for Products with Uncertain Demand

By: Ananth Raman

Ananth Raman has been investigating supply chain coordination for products with uncertain demand in industries as diverse as apparel, power tools, computers, and footwear. Most recently he has been exploring the role of intermediaries, particularly in supply chains... View Details

2024
Working Paper

Open Source Software Policy in Industry Equilibrium

Open source software (OSS) is a form of public knowledge widely provided and relied on by the private sector. To study the effects of growing government involvement in this critical public good, I build a new empirical model where high-tech firms choose software inputs... View Details

August 2012
Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira

The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details

Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America

18 Oct 2018
News

What Will Trump Do Next With Chinese Student Visas?

Career Coach

Marc Herson

Marc (INSEAD '01) has extensive global experience as a venture capitalist, media executive, entrepreneur and lawyer, working in the U.S., Europe, View Details

Keywords: Emerging Markets; Entertainment / Media; Entrepreneurship; Venture Capital; Financial Services (All); Social Enterprise; Telecommunications

January 2012 (Revised January 2014)
Case

Mexico City Water Shortage

By: John D. Macomber, Regina Garcia-Cuellar, Griffin H. James and Frederik Nellemann

In this case, a property company, a water privatizer, and municipal engineers explore the causes of and solutions to a severe water shortage in Mexico City, a great global capital. The protagonist is a real estate investor doing due diligence on the magnitude of the... View Details

Keywords: Infrastructure; Environmental Sustainability; Urban Development; Mexico City

May 2001
Supplement

Mike Levett, CEO Old Mutual

By: Tarun Khanna

Discusses issues related to the transformation of Old Mutual from a mutual company to a stock corporation, and from a South African insurer to a global financial institution. Emphasis is on understanding effects of South African institutional context. View Details

Keywords: Financial Institutions; Organizational Change and Adaptation; Globalized Firms and Management; Financial Services Industry; South Africa

01 Nov 2011
News

Harvard Business School's Nohria on Students, Future

February 1996 (Revised November 1996)
Case

Viacom, Inc.: Carpe Diem

By: Joseph L. Bower and Thomas R. Eisenmann

Viacom has reached a powerful position in the global entertainment industry through skillful and very bold acquisitions. Now its further expansion is challenged by the moves of Rupert Murdock's News Corp. Different businesses within Viacom have contradictory positions... View Details

Keywords: Acquisition; Cost vs Benefits; Decisions; Entertainment; Global Strategy; Management; Competition; Corporate Strategy; Expansion; Entertainment and Recreation Industry

Find at Harvard

November 1999 (Revised June 2006)
Case

DLJdirect: "Putting Our Reputation Online"

By: Thomas R. Eisenmann and Gillian Morris

Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details

Keywords: Marketing Strategy; Marketing Communications; Competitive Strategy; Decision Choices and Conditions; Investment; Cost Management; Business Plan; Research and Development; Customers; Budgets and Budgeting; Online Advertising; Internet; Financial Services Industry

2024
Working Paper

Anti-Political-Establishment Citizens: An In-Depth Study from Two Latin American Countries

By: Loreto Cox and Natalia Garbiras-Diaz

Building on citizens’ animosity towards politicians, anti-establishment parties and candidates have achieved significant electoral success. While recent studies examine the supply-side, we know little about what drives citizens’ anti-establishment sentiments and how... View Details

Keywords: Political Parties; Political Instability; Democracy; Elections; Electoral Behavior; Election Outcomes; Ideology; Political Elections; Policy; Governance; Government and Politics; Social Issues; Society; Perception; Crime and Corruption; Latin America; South America; Colombia; Peru

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May–June 2018
Article

Layoffs That Don't Break Your Company: Better Approaches to Workforce Transition

By: Sandra J. Sucher and Shalene Gupta

Today layoffs have become companies’ default response to the challenges created by advances in technology and global competition. Yet research shows that job cuts rarely help senior leaders achieve their goals. Too often, they’re done for short-term gain, but the cost... View Details

Keywords: Job Cuts and Outsourcing; Organizational Change and Adaptation; Employees; Transition; Strategic Planning