Marketing Of Innovations - Publications - Faculty & Research - Harvard Business School

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January 1992 (Revised March 1993)
Case

Maison Bouygues

By: John A. Quelch

The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the... View Details

Keywords: Housing; Marketing Strategy; Forecasting and Prediction; Brands and Branding; Construction Industry; France

2024
Working Paper

Immigrant Entrepreneurship: New Estimates and a Research Agenda

By: Saheel Chodavadia, Sari Pekkala Kerr, William R. Kerr and Louis Maiden

Immigrants contribute disproportionately to entrepreneurship in many countries, accounting for a quarter of new employer businesses in the US. We review recent research on the measurement of immigrant entrepreneurship, the traits of immigrant founders, their economic... View Details

Keywords: Immigrant Employment; Immigration; Entrepreneurship; Demographics; Innovation and Invention

07 May 2014
Video

Robert Atkinson

December 2005 (Revised January 2007)
Case

Ben & Jerry's: Preserving Mission & Brand within Unilever

By: James E. Austin and James Quinn

In the months after Ben & Jerry's was acquired by Unilever, Ben & Jerry's head social mission faces challenges and opportunities unique in the company's history, including: how to manage employee morale; whether to include synthetic ingredients to meet consumer... View Details

Keywords: Brands and Branding; Problems and Challenges; Mergers and Acquisitions; Mission and Purpose; Social Enterprise; Management Teams; Governing and Advisory Boards; Value Creation; Corporate Governance; Employee Relationship Management; Food and Beverage Industry; Agriculture and Agribusiness Industry; Retail Industry; United States

October 2021 (Revised September 2022)
Case

GoPro: Becoming a Subscription Hero

By: Elie Ofek, Marco Bertini and Nicole Tempest Keller

In 2021, Nick Woodman, founder and CEO of GoPro, was reviewing the company’s subscription offering, considering whether to extend it beyond benefits that were directly related to the company’s iconic camera. Founded in 2002, GoPro had gained renown for its innovative... View Details

Keywords: Subscription Model; Pricing; Lifestyle Brands; Value Proposition; Business Model; Growth and Development Strategy; Marketing Strategy; Consumer Products Industry; California

June 2014
Case

Financial Policy at Apple, 2013 (A)

By: Mihir A. Desai and Elizabeth A. Meyer

By the end of 2013, Apple had $137 billion dollars in cash and marketable securities. This case explores how companies can generate such large amounts of cash and how and if they should distribute it to shareholders, especially in the face of shareholder pressure. In... View Details

Keywords: Apple; Steve Jobs; Forecast; Forecasting; Forecasting And Prediction; Shareholder Activism; Share Repurchase; Dividends; Financial Ratios; Preferred Shares; Cash Distribution; Corporate Finance; Borrowing and Debt; Financial Management; Financial Strategy; Technology Industry; Consumer Products Industry; United States; Republic of Ireland

November 2019
Article

Conversations and Idea Generation: Evidence from a Field Experiment

By: Sharique Hasan and Rembrand Koning

When do conversations lead people to generate better ideas? We conducted a field experiment at a startup boot camp to evaluate the impact of informal conversations on the quality of product ideas generated by participants. Specifically, we examine how the personality... View Details

Keywords: Peer Effects; Field Experiment; Interpersonal Communication; Creativity; Personal Characteristics; Entrepreneurship; Innovation and Invention

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2024
Working Paper

The Crowdless Future? Generative AI and Creative Problem Solving

By: Léonard Boussioux, Jacqueline N. Lane, Miaomiao Zhang, Vladimir Jacimovic and Karim R. Lakhani

The rapid advances in generative artificial intelligence (AI) open up attractive opportunities for creative problem-solving through human-guided AI partnerships. To explore this potential, we initiated a crowdsourcing challenge focused on sustainable, circular economy... View Details

Keywords: Large Language Models; Crowdsourcing; Generative Ai; Creative Problem-solving; Organizational Search; AI-in-the-loop; Prompt Engineering; AI and Machine Learning; Innovation and Invention

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

September 2014
Case

Crescent Pure

By: John A. Quelch and Alisa Zalosh

Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned... View Details

Video

Sanjay Lalbhai

Sanjay Lalbhai, Chairman of India-based Arvind, a large textile manufacturer and the flagship company of the Lalbhai Group based in Ahmedabad, discusses how the technological disruption caused by power looms... View Details

September 2003
Case

Driving Change at Seagate

By: Rosabeth M. Kanter, Douglas A Raymond and Lyn Baranowski

A new CEO, Steve Luczo, together with COO Bill Watkins, have led a turnaround of Seagate, raising productivity dramatically and increasing innovation through teamwork, cross-functional collaboration, and other transformations in the culture of this manufacturer of disk... View Details

Keywords: Growth and Development; Transformation; Business and Shareholder Relations; Collaborative Innovation and Invention; Groups and Teams; Performance Productivity; Initial Public Offering; Going Public; Information Technology Industry

Willy C. Shih

Willy Shih is the Robert and Jane Cizik Professor of Management Practice in Business Administration. He is part of the Technology and Operations Management Unit, and he teaches in the MBA and Executive Education Programs. His expertise is in manufacturing, product... View Details

Keywords: aerospace; automotive; biotechnology; communications; computer; digital imaging; electrical equipment; electronics; entertainment; high technology; industrial goods; information technology industry; manufacturing; retailing; semiconductor

October 1986 (Revised January 1991)
Case

Manac Systems International Ltd.

Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM... View Details

Keywords: Marketing Communications; Marketing Channels; Software; Product Marketing; Information Technology Industry

September 2008
Article

Let Disruption Fix Education

By: Henry Eyring and Renee Hopkins Callahan

Eyring and Hopkins Callahan apply Clayton Christensen's theory of Disruptive Innovation to Higher Education. The Spellings' Commission's 2006 report cited rising costs, lack of access, and a rift between output and the average stakeholder's needs in U.S. Higher... View Details

Keywords: Education; Disruptive Innovation; Higher Education; Education Industry

January 2022
Case

Somatus: Value-Based Kidney Care (A)

By: Ariel D. Stern, Robert S. Huckman and Sarah Mehta

When Dr. Ikenna Okezie founded Somatus, a value-based kidney care provider, his goal had been nothing short of transforming kidney care delivery in the United States. Rather than relying on dialysis, a costly and intensive treatment for late-stage kidney disease, the... View Details

Keywords: Business Startups; Disruption; Entrepreneurship; Health; Health Care and Treatment; Health Disorders; Medical Specialties; Innovation and Invention; Disruptive Innovation; Management; Strategy; Business Strategy; Value; Value Creation; Health Industry; United States; Virginia

June 1995 (Revised February 1997)
Case

Ready-to-Eat Breakfast Cereal Industry in 1994 (A), The

Ready-to-eat breakfast cereal has historically been a stable and highly profitable industry, dominated by the Big Three of Kellogg, General Mills, and Kraft General Foods (Post). In 1994, private label cereals are making significant market share gains, and promotional... View Details

Keywords: Competition; Food; Brands and Branding; Food and Beverage Industry; United States

March 1987 (Revised April 1987)
Background Note

Specialties vs. Commodities: The Battle for Profit Margins

By: Benson P. Shapiro

Explains the differences between commodities and specialties and defines four different types of specialty products. The analysis is customer oriented. Special attention is given to the distinctions between functions (product- ) and relationship (vendor-oriented)... View Details

Keywords: Goods and Commodities

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August 2011 (Revised September 2011)
Case

Wii Encore?

By: Andrei Hagiu

Nintendo faced huge difficulties in July 2011. Sony's PlayStation and Microsoft's Xbox had caught up with the innovative motion-sensing controllers of the original Wii. And the new Nintendo 3DS handheld console had experienced a very disappointing start. Moreover,... View Details

Keywords: Competition; Innovation Strategy; Two-Sided Platforms; Brands and Branding; Entertainment and Recreation Industry; Video Game Industry

July 2022
Case

boAt Lifestyle

By: Rajiv Lal and Kairavi Dey

boAt began as a lifestyle brand in the consumer electronics category in 2016 with the aim of bringing affordable, durable, and fashionable audio products and accessories to millennials and Gen-Z customers in India. Born in 2016 with Amazon India as its only sales... View Details

Keywords: Marketing; Brands and Branding; Initial Public Offering; Digital Marketing; Product Development; Product Marketing; Business or Company Management; Electronics Industry; Consumer Products Industry; Web Services Industry; Asia; India

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