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      • Faculty Publications  (1,390)

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      • 2015
      • Book

      Strong Brands, Strong Relationships

      By: Susan Fournier, Michael Breazeale and Jill Avery
      From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
      Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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      Fournier, Susan, Michael Breazeale and Jill Avery, eds. Strong Brands, Strong Relationships. Abingdon, UK: Routledge, 2015.
      • May 2015 (Revised September 2015)
      • Case

      Philips Healthcare: Marketing the HealthSuite Digital Platform

      By: John A. Quelch and Margaret L. Rodriguez
      In June 2014, leading healthcare and consumer technology company, Royal Philips ("Philips"), announced its HealthSuite Digital Platform to house healthcare data and enable applications used by physicians and patients. Philips had strong equity in the healthcare... View Details
      Keywords: Health; Healthcare; Digital; Platform; Ecosystem; Health Care and Treatment; Technological Innovation; Information Technology; Product Development; Applications and Software; Digital Platforms; Health Industry; Medical Devices and Supplies Industry; Netherlands; United States
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      Quelch, John A., and Margaret L. Rodriguez. "Philips Healthcare: Marketing the HealthSuite Digital Platform." Harvard Business School Case 515-052, May 2015. (Revised September 2015.)
      • May 2015 (Revised May 2017)
      • Case

      Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

      By: John A. Quelch and Margaret L. Rodriguez
      In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details
      Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States
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      Quelch, John A., and Margaret L. Rodriguez. "Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste." Harvard Business School Case 515-050, May 2015. (Revised May 2017.)
      • May 2015
      • Case

      Pricing in a Digital World (2015)

      By: John Gourville
      Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
      Keywords: Pricing; Marketing; Dynamic Pricing; Price Customization; Information Technology; Price; Entrepreneurship; Customization and Personalization; Product Marketing
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      Gourville, John. "Pricing in a Digital World (2015)." Harvard Business School Case 515-104, May 2015.
      • April 2015
      • Case

      Carolinas HealthCare System: Consumer Analytics

      By: John A. Quelch and Margaret L. Rodriguez
      In 2014, Dr. Michael Dulin, chief clinical officer for analytics and outcomes research and head of the Dickson Advanced Analytics (DA2) group at Carolinas HealthCare System (CHS), successfully unified all analytics talent and resources into one group over a three year... View Details
      Keywords: Consumer Segmentation; Big Data; Management Information Systems; Hospital Management; Health Care and Treatment; Marketing; Segmentation; Analytics and Data Science; Information Management; Information Technology; Health; Health Industry; United States
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      Quelch, John A., and Margaret L. Rodriguez. "Carolinas HealthCare System: Consumer Analytics." Harvard Business School Case 515-060, April 2015.
      • April 2015
      • Case

      Accor: Designing an Asset-Right Business and Disclosure Strategy

      By: Mozaffar Khan and George Serafeim
      Sebastien Bazin was now in charge of Accor, the world's largest French hotelier, a CAC 40 company with 3,600 hotels in 92 countries and a market cap of €10 billion. Previously as the European head of Colony Capital, one of the largest private equity groups and the... View Details
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      Khan, Mozaffar, and George Serafeim. "Accor: Designing an Asset-Right Business and Disclosure Strategy." Harvard Business School Case 115-036, April 2015.
      • April 2015 (Revised June 2016)
      • Case

      The Transformation of NCR

      By: David Collis, Raffaella Sadun and Matthew Shaffer
      During his tenure as CEO since 2005, Bill Nuti had moved NCR Corporation (originally National Cash Register) from its historical competence in hardware to become a provider of hardware and software for managing transactions across a range of industries and payments... View Details
      Keywords: NCR; Hardware; Software; Acquisitions; Financial Services; Organizational Change and Adaptation; Expansion; Information Infrastructure; Applications and Software; Transformation; Acquisition; Financial Services Industry; Technology Industry
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      Collis, David, Raffaella Sadun, and Matthew Shaffer. "The Transformation of NCR." Harvard Business School Case 715-438, April 2015. (Revised June 2016.)
      • Article

      De Gustibus non est Taxandum: Heterogeneity in Preferences and Optimal Redistribution

      By: Benjamin B Lockwood and Matthew Weinzierl
      The prominent but unproven intuition that preference heterogeneity reduces redistribution in a standard optimal tax model is shown to hold under the plausible condition that the distribution of preferences for consumption relative to leisure rises, in terms of... View Details
      Keywords: Motivation and Incentives; Income; Decision Choices and Conditions; Consumer Behavior; Taxation; Microeconomics; Macroeconomics
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      Lockwood, Benjamin B., and Matthew Weinzierl. "De Gustibus non est Taxandum: Heterogeneity in Preferences and Optimal Redistribution." Journal of Public Economics 124 (April 2015): 74–80. (Also NBER Working Paper Series, No. 17784, September 2014 and Harvard Business School Working Paper, No. 12-063, January 2012.)
      • 2017
      • Working Paper

      Internalizing Global Value Chains: A Firm-Level Analysis

      By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
      In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
      Keywords: Global Value Chains; Sequential Production; Incomplete Contracts; Demand and Consumers; Customer Value and Value Chain; Globalization
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      Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Harvard Business School Working Paper, No. 16-028, September 2015. (Updated October 2017. See Online Appendix. Also NBER Working Paper 21582. Forthcoming in the Journal of Political Economy.)
      • 2015
      • Mimeo

      Market Power in Mortgage Lending and the Transmission of Monetary Policy

      By: David S. Scharfstein and Adi Sunderam
      We present evidence that high concentration in mortgage lending reduces the sensitivity of mortgage rates and refinancing activity to mortgage-backed security (MBS) yields. We isolate the direct effect of concentration and rule out alternative explanations in two ways.... View Details
      Keywords: Mortgage Lending; Market Power; Monetary Policy Transmission; Mortgages; Banking Industry; United States
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      Scharfstein, David S., and Adi Sunderam. "Market Power in Mortgage Lending and the Transmission of Monetary Policy." April 2015. Mimeo.
      • Article

      The Disintermediation of Financial Markets: Direct Investing in Private Equity

      By: Lily Fang, Victoria Ivashina and Josh Lerner
      We examine twenty years of direct private equity investments by seven large institutions. These direct investments perform better than public market indices, especially buyout investments and those made in the 1990s. Outperformance by the direct investments, however,... View Details
      Keywords: Financial Intermediation; Direct Investment; Co-investment; Private Equity; Entrepreneurship; Financial Markets
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      Fang, Lily, Victoria Ivashina, and Josh Lerner. "The Disintermediation of Financial Markets: Direct Investing in Private Equity." Journal of Financial Economics 116, no. 1 (April 2015): 160–178.
      • March 2015 (Revised December 2016)
      • Case

      American Well: The DTC Decision

      By: Elie Ofek and Natalie Kindred
      In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details
      Keywords: Health Care; Telehealth; Telemedicine; American Well; Schoenberg; Boston; Israel; Technology; Online Care; Direct-to-consumer; DTC; Health Insurance; Affordable Care Act; Health Care Reform; Accountable Care Organizations; Technology Change; Innovation & Entrepreneurship; Digital Marketing; Strategy; Competition; Information Technology; Marketing; Technological Innovation; Technology Adoption; Entrepreneurship; Marketing Strategy; Health Industry; Technology Industry; Boston; Massachusetts; United States; Israel
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      Ofek, Elie, and Natalie Kindred. "American Well: The DTC Decision." Harvard Business School Case 515-032, March 2015. (Revised December 2016.)
      • March 2015
      • Teaching Note

      CVS Health: Promoting Drug Adherence

      By: Leslie John, John Quelch and Robert Huckman
      Email mking@hbs.edu for a courtesy copy.

      This Teaching Note explains the theory of the case and teaching plan for the case: CVS Health: Promoting Drug Adherence (515010). The case finds Helena Foulkes, Executive... View Details
      Keywords: Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States
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      John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Teaching Note 515-086, March 2015. (Email mking@hbs.edu for a courtesy copy.)
      • February 2015 (Revised September 2016)
      • Teaching Note

      Making stickK Stick: The Business of Behavioral Economics

      By: Leslie K. John and Michael Norton
      Email mking@hbs.edu for a courtesy copy.

      This Teaching Note explains the theory of the case and teaching plan for the case: Making sticK Stick: The Business of Behavioral Economics (514019). The case focuses on a... View Details
      Keywords: Behavioral Economics; Behavior Change; B2B Vs. B2C; Human Resource Management; Marketing Of Innovations; Health & Wellness; Weight Loss; Charitable Giving; Marketing; Consumer Behavior; Entrepreneurship; Internet and the Web; Health; Business Model; Sales; Human Resources; Health Industry; United States
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      John, Leslie K., and Michael Norton. "Making stickK Stick: The Business of Behavioral Economics." Harvard Business School Teaching Note 515-088, February 2015. (Revised September 2016.) (Email mking@hbs.edu for a courtesy copy.)
      • February 2015 (Revised April 2018)
      • Supplement

      Dalian Wanda Group: The AMC Entertainment Acquisition (B)

      By: Willy Shih
      When Dalian Wanda Group of China announced its plan to acquire the AMC Entertainment theatrical exhibition chain in the United States, many people in the U.S were mystified. Unlike China where theatrical exhibition was experiencing rapid growth, the U.S. market was... View Details
      Keywords: AMC Entertainment; Wanda Group; Wang Jianlin; Theater Entertainment; Film Entertainment; Acquisition; Mergers and Acquisitions; Foreign Direct Investment; Cross-Cultural and Cross-Border Issues; Growth and Development Strategy; Business Strategy; Expansion; Motion Pictures and Video Industry; China; United States
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      Shih, Willy. "Dalian Wanda Group: The AMC Entertainment Acquisition (B)." Harvard Business School Supplement 615-034, February 2015. (Revised April 2018.)
      • February 2015
      • Teaching Note

      Eataly: Reimagining the Grocery Store

      By: Sunil Gupta and Michela Addis
      Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
      Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Entrepreneurship; Food; Customers; Innovation and Invention; Marketing; Retail Industry; Food and Beverage Industry; Europe; North and Central America; Asia
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      Gupta, Sunil, and Michela Addis. "Eataly: Reimagining the Grocery Store." Harvard Business School Teaching Note 515-078, February 2015.
      • January 2015
      • Case

      Eataly: Reimagining the Grocery Store

      By: Sunil Gupta, Michela Addis and Ruth Page
      Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
      Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Customers; Entrepreneurship; Food; Marketing; Retail Industry; Food and Beverage Industry; Europe; Asia; North and Central America
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      Gupta, Sunil, Michela Addis, and Ruth Page. "Eataly: Reimagining the Grocery Store." Harvard Business School Multimedia/Video Case 515-708, January 2015.
      • 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
      Keywords: Medication Adherence; Affordable Care Act (ACA); Marketing Strategy; Communication Strategy; Customer Value and Value Chain; Decisions; Health Care and Treatment; Goals and Objectives; Resource Allocation; Marketing Communications; Consumer Behavior; Measurement and Metrics; Service Delivery; Behavior; Motivation and Incentives; Social Issues; Information Technology; Value Creation; Health Industry; Pharmaceutical Industry; Insurance Industry; Public Relations Industry; Retail Industry; United States
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      John, Leslie, John Quelch, and Robert Huckman. "CVS Health: Promoting Drug Adherence." Harvard Business School Case 515-010, January 2015. (Revised July 2019.) (Email mking@hbs.edu for a courtesy copy.)
      • January 2015 (Revised October 2016)
      • Case

      onefinestay: Building a Luxury Experience in the Sharing Economy

      By: Jill Avery, Anat Keinan and Liz Kind
      onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
      Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
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      Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
      • January 2015 (Revised April 2018)
      • Case

      CJ E&M: Creating a K-Culture in the U.S.

      By: Elie Ofek, Sang-Hoon Kim and Michael Norris
      Buoyed by the success of K-pop music and K-drama television shows in Asian countries, Chairman Jay Lee, of the South Korean conglomerate CJ Group, believed that the time was ripe for taking Korean cultural content to the West. One initiative, carried out by the Group's... View Details
      Keywords: Cultural Consumption; Media Businesses; International Marketing; Event Marketing; Creative Industries; Cross-cultural Adaptation; Ethnic Marketing; South Korea; Marketing Strategy; Entertainment; Global Strategy; Cross-Cultural and Cross-Border Issues; Entertainment and Recreation Industry; United States; South Korea
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      Ofek, Elie, Sang-Hoon Kim, and Michael Norris. "CJ E&M: Creating a K-Culture in the U.S." Harvard Business School Case 515-015, January 2015. (Revised April 2018.)
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