Publications

2018
Working Paper

Ethical Hedonism? How Consumers' Prosocial Behavior Varies Along the Utilitarian-Hedonic Product Spectrum: Evidence from a Survey Experiment

By: Kristin Sippl

The marketing literature classifies products along a spectrum from utilitarian (e.g. rice) to hedonic (e.g. cannabis), and additionally using terms such as “luxury” and “illicit.” Research in business ethics has proposed a counter-intuitive mismatch between ethics and... View Details

Keywords: Ethics; Luxury; Consumer Behavior; Environmental Sustainability

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04 May 2023
News

Class of 2024 Embarks on Global Immersion

This year marks the return of international travel for the MBA Program’s FIELD Global Immersion (FGI) course, an experiential learning opportunity that gives first-year students in the Required Curriculum hands-on exposure to how business is conducted in View Details

Web

Global Opportunity Fellowship GO: AFRICA - Alumni

prototype, beta, growth, etc.). Describe your primary source of competitive advantage. Summarize plans include developing [x, y, and z] in [year or time frame]. The Market Define target market/customer. Define your category/industry.... View Details

29 Mar 2022
Book

5 Qualities That Help Companies Thrive for Decades—Even Centuries

Professors Geoffrey Jones and Tarun Khanna, the book, which is available in India, includes interviews with dozens of business and social leaders culled around the topic of lasting leadership principles. The interviews were conducted by Harvard faculty as part of the... View Details

Keywords: by Sean Silverthorne

02 May 2005
Research & Ideas

Four VCs on Evaluating Opportunities

venture capitalists from leading firms in Silicon Valley. The following are excerpts from their responses. Russell Siegelman (hbs Mba '89) Partner, Kleiner Perkins Caufield & Byers The most important requirement is a large market... View Details

Keywords: by Lauren Barley

31 Jul 2007
First Look

First Look: July 31, 2007

the national microfinance markets of Bolivia, Ecuador, and Peru within the context of global microfinance. Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=307060 Foreign Direct Investment and South... View Details

Keywords: Martha Lagace

April 2012
Case

Introducing iSnack 2.0: The New Vegemite

By: Anat Keinan, Francis Farrelly and Michael Beverland

Vegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis... View Details

Keywords: Food; Product Launch; Conflict and Resolution; Brands and Branding; Consumer Products Industry; Food and Beverage Industry

May 2004 (Revised July 2004)
Case

Clarence Saunders: The Comeback King

By: Nitin Nohria and Bridget Gurtler

Follows the rise and fall of the founder of the modern supermarket, Clarence Saunders. Prior to 1915, all staple shopping took place in the market or general store, where a clerk behind a counter pulled items from shelves for customers , measured them from a barrel, or... View Details

Keywords: Inflation and Deflation; Mission and Purpose; Business Processes; Leadership; Consumer Behavior; Leadership Style; Advertising; Customer Relationship Management; Customer Value and Value Chain; Order Taking and Fulfillment

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March 2017 (Revised May 2018)
Case

Edwin Land: The Art and Science of Innovation

By: Tom Nicholas, Christopher Stanton and Matthew Preble

Throughout the second half of the 20th century, Polaroid first invented—and then continuously reinvented—the field of instant photography. Under the leadership of its mercurial founder Edwin Land, the company regularly released new instant cameras and films, often... View Details

Keywords: Instant Photography; Company History; Change Management; Disruption; Forecasting and Prediction; Entrepreneurship; Business History; Innovation Strategy; Disruptive Innovation; Innovation and Management; Intellectual Property; Patents; Product Marketing; Brands and Branding; Product Launch; Product Development; Chemical Industry; Consumer Products Industry; United States

October 2003 (Revised January 2005)
Case

Shared Decision Making

By: Richard M.J. Bohmer, Karen Sepucha and Laura Feldman

The Foundation for Informed Medical Decision-Making has created an interactive videodisc system that provides patients with customized support regarding medical treatment or screening decisions when they face a choice between two equally effective courses of action.... View Details

Keywords: Decision Choices and Conditions; Borrowing and Debt; Health Care and Treatment; Innovation Strategy; Technological Innovation; Product Marketing; Distribution Channels; Production; Partners and Partnerships; Research and Development; Information Technology

July 2007 (Revised July 2008)
Case

The Beijing Dream

By: Arthur I Segel, Voon Siang Lee, Jialei Tian and Ying Laura Wang

The purchase of a single-family home is generally the major investment for most young couples in China. Shows in detail the process that a young couple goes through in late April 2007 to find, finance, and close on an apartment in Beijing within what they believe to be... View Details

Keywords: Property; Investment; Cost; Emerging Markets; Financing and Loans; Acquisition; Activity Based Costing and Management; Internet and the Web; Management Practices and Processes; Real Estate Industry; Beijing; United States

28 Jun 2021
Research & Ideas

Keep or Cut Workers? How Companies Reacted to the COVID-19 Crisis

companies’ finances and worker treatment gives job seekers a new card to play. “That’s going to inform employee decisions when the labor market is tight,” he says. “The data is becoming more and more available. It’s easy to find, and it... View Details

Keywords: by Lane Lambert

December 2007 (Revised April 2008)
Case

Alltech...naturally

By: David E. Bell and Mary L. Shelman

Entrepreneur Pearse Lyons had built Alltech into the fastest growing company in the global animal health industry through innovative technology, creative marketing, and strong branding. Sel-Plex, a proprietary Alltech product, had shown important health benefits for... View Details

Keywords: Brands and Branding; Leadership Development; Customer Focus and Relationships; Expansion; Technological Innovation; Intellectual Property; Sales; Value Creation; Business Model; Growth and Development Strategy; Health Industry

March 2000 (Revised September 2000)
Case

yesmail.com

David Tolmie wants yesmail.com to become a leader in "permission marketing." Yesmail sends clients promotional e-mail messages to targeted consumers who said "yes" when asked whether they wished to receive promotional offers in a set of categories of interest. Tolmie... View Details

Keywords: Marketing Communications

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September 2011
Article

The Labor Illusion: How Operational Transparency Increases Perceived Value

By: Ryan W. Buell and Michael I. Norton

A ubiquitous feature of even the fastest self-service technology transactions is the wait. Conventional wisdom and operations theory suggests that the longer people wait, the less satisfied they become; we demonstrate that due to what we term the labor illusion, when... View Details

Keywords: Internet and the Web; Perception; Valuation; Service Delivery; Consumer Behavior; Performance Effectiveness; Customer Satisfaction; Service Industry

09 Nov 2023
Blog Post

The No. 1 Character Trait You Will Need to Succeed in Business

of FrameBridge. You need to decide whether to expand into a market your business knows almost nothing about or stick with providing a service that you know will eventually become obsolete. This choice echoes the challenges tackled by John... View Details

September 2017
Case

NBCUniversal Telemundo: Transforming Latino Television

By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively

In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details

Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Television Entertainment; Internet and the Web; Advertising; Digital Platforms; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami