Publications

June 2025
Exercise

Full-Funnel Advertising on TikTok: An Experiment (Solution)

By: Jeremy Yang and Ayelet Israeli

TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details

June 2025
Supplement

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli

TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details

July 2016
Case

Product Portfolio Management at Genentech

By: Kevin Schulman and Jamie Gresh

Genentech, long the darling of the biotechnology industry, was acquired by Swiss pharmaceutical company Roche in 2009. The combined company retains the name Genentech in the US, but must now move to achieve the promises made at the time of this merger—to build from... View Details

Keywords: Portfolio Management; Drug Development; Postmerger Integration; Marketing Strategy; Mergers and Acquisitions; Integration; Biotechnology Industry; Pharmaceutical Industry; United States

July 2015 (Revised October 2016)
Case

China Lodging Group (A)

By: Tatiana Sandino, Shelley Xin Li and Nancy Hua Dai

This case study explores the challenges of aligning middle management interests with company goals as a company navigates rapid growth in a dynamic industry. China Lodging Group, a Chinese hotel chain that opened about 2,000 hotels during its first decade in business,... View Details

Keywords: Motivation and Incentives; Business or Company Management; Growth Management; Balanced Scorecard; Accommodations Industry; China

February 2014 (Revised May 2014)
Background Note

Finding the Money: An Overview of Infrastructure Finance Challenges and Opportunities

By: Rosabeth Moss Kanter and Daniel Fox

This overview describes how the United States funds and finances infrastructure investment to maintain its economic competitiveness. It considers the roles of taxpayers, users, government allocators and lenders, and private investors in the infrastructure funding... View Details

Keywords: Finance; Infrastructure; Technology; United States

December 2001 (Revised July 2005)
Case

E.I. du Pont de Nemours and Company: The Conoco Split-off (A)

By: Stuart C. Gilson and Perry Fagan

After taking 30% of its Conoco oil and gas subsidiary public in the largest domestic initial public offering (IPO) in U.S. history, management of E.I. du Pont de Nemours and Co. (DuPont) is considering divesting its remaining interest in Conoco. This goal is to be... View Details

Keywords: Business Conglomerates; Business Subsidiaries; Restructuring; Non-Renewable Energy; Chemicals; Assets; Initial Public Offering; Business and Shareholder Relations; Diversification; Value; Chemical Industry; United States

17 Feb 2009
Research & Ideas

What’s Good about Quiet Rule-Breaking

focuses on potentially contested practice where few norms seem to prevail. Whole-body donations for medical education and research provide the setting for this project. The goal is to understand how individuals and organizations operate... View Details

Keywords: by Martha Lagace

October 2024
Article

On Why Women-owned Businesses Take More Time to Secure Microloans

By: Goran Calic, Moren Lévesque and Anton Shevchenko

Examining gender differences in business financing reveals important dimensions on which women- and men-owned businesses differ. Although considerable progress has been made in understanding gender differences in mobilizing resources, the role of time in business... View Details

Keywords: Microfinance; Gender; Financing and Loans; Equality and Inequality; Risk and Uncertainty; Decision Choices and Conditions; Entrepreneurship

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2020
Case

The Ellen MacArthur Foundation: Accelerating a Circular Economy for Plastic Packaging

By: Andrew J. Hoffman

Plastic has become essential to global day-to-day activities, yet it is also causing extreme environmental degradation. Many leaders in the plastics industry are starting to question its sustainability. This case presents insights into the future of the plastic... View Details

Keywords: Plastic Waste; Environmental Sustainability; Cooperation; Supply Chain Management; Corporate Social Responsibility and Impact; Consumer Products Industry

December 2022
Article

Cost Standard Set Program: Moving Forward to Standardization of Cost Assessment Based on Clinical Condition

By: Anna Paula Beck da Silva Etges, Richard D. Urman, Anne Geubelle, Robert Kaplan and Carisi Anne Polanczyk

This communication announces the International Cost Standard Set Program. Its goal is to establish global standardized frameworks for measuring the costs of treating specific clinical conditions. A scientific committee, including 16 international healthcare cost... View Details

Keywords: Time-Driven Activity-Based Costing; Value-based Health Care; Cost; Health Care and Treatment; Activity Based Costing and Management; Health Industry

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December 2018 (Revised October 2020)
Case

Shiseido: Reinvesting in Brand

By: Jill Avery and Nobuo Sato

Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details

May 2017
Teaching Note

The Container Store

By: Tatiana Sandino and Kyle Thomas

“The Container Store” teaching note describes how the case can be taught to MBA or executive education students who are interested in developing a strong culture, implementing strategy, and managing growth. The authors wrote the case for teaching MBA courses such as... View Details

Keywords: Retail Chains; Growing Organization; Culture; Organizational Culture; Management Systems; Business Strategy; Growth and Development Strategy; Employee Relationship Management; Retail Industry

29 Nov 2013
News

Money advice: Don't spend less, spend smarter

10 Nov 2016
News

What the Trump Administration Needs to Do About Health Care

02 Jan 2024
Research & Ideas

10 Trends to Watch in 2024

The lightning-fast ascent of generative AI isn’t the only sea change on the horizon for businesses in the new year. The global economy is in flux as war, climate change, trade issues, and infrastructure problems demand attention. Many companies continue to struggle to... View Details

Keywords: by Rachel Layne

17 May 2017
Research & Ideas

Minorities Who 'Whiten' Job Resumes Get More Interviews

can now see very clearly that this is why they are not meeting their diversity goals,” DeCelles says. “They can’t just put a message on recruitment ads and be done. They need to follow through with a clear structure and staff training. They need to make View Details

Keywords: by Dina Gerdeman

May 2016
Article

How the Affordable Care Act Has Affected Cancer Care in the United States: Has Value for Cancer Patients Improved?

By: Stephen M. Schleicher, Nancy M. Wood, Seohyun Lee and Thomas W. Feeley

The Patient Protection and Affordable Care Act (ACA), passed in 2010, contained a number of provisions with potential to directly or indirectly affect cancer care. Value for patients was widely discussed throughout the bill, and the Centers for Medicare and Medicaid... View Details

Keywords: Value; Laws and Statutes; Health Care and Treatment; Health Industry; United States

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Article

Understanding Psychological Safety in Healthcare and Education Organizations: A Comparative Perspective

By: Amy C. Edmondson, Monica Higgins, Sara J. Singer and Jennie Weiner

Psychological safety plays a vital role in helping people overcome barriers to learning and change in interpersonally challenging work environments. This article focuses on two such contexts—health care and education. The authors theorize differences in psychological... View Details

Keywords: Healthcare Organizations; Organizations; Health Care and Treatment; Health Industry