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  • Research Summary

Ownership Qutotient: Putting the Service Profit Chain for Unbeatable Competitive Advantage

By: W. Earl Sasser

Professors Jim Heskett and Earl Sasser, in collaboration with Joe Wheeler have been examining cuatomer and employee ownership behaviors which have a profound impact on long term profit and growth. Their findings are published in Ownership Quotient:... View Details

  • 2012
  • Working Paper

Learning by Supplying

By: Juan Alcacer and Joanne Oxley
Learning processes lie at the heart of our understanding of how firms build capabilities to generate and sustain competitive advantage: learning by doing, learning by exporting, learning from competitors, users, and alliance partners. In this paper we focus attention... View Details
Keywords: Learning; Supply Chain; Competitive Advantage; Mobile and Wireless Technology; Competency and Skills; Relationships; Telecommunications Industry
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    Learning by Supplying

    Learning processes lie at the heart of our understanding of how firms build capabilities to generate and sustain competitive advantage: learning by doing, learning by exporting, learning from competitors, users, and alliance partners. In this paper we focus attention... View Details
    • August 2015
    • Case

    Building an e-Commerce Brand at Wayfair

    By: Thales Teixeira and Elizabeth Anne Watkins
    Wayfair, Inc. comprised five home goods, furniture, and décor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass-middle home-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche... View Details
    Keywords: E-commerce; Wayfair; Wayfair.com; Amazon; Retailing; Furnishing; Funnel; Attribution; ＂Marketing Analytics＂; Brand Building; Digital Platforms; Marketplace Matching; Marketing; Marketing Communications; Marketing Strategy; Internet and the Web; Media; Supply Chain; Supply Chain Management; Communication; Advertising; Resource Allocation; Decisions; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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    • October 2015
    • Article

    Managing the Performance Tradeoffs from Partner Integration: Implications of Contract Choice in R&D Projects

    By: Alan MacCormack and Anant Mishra
    Formal contracts represent an important governance instrument with which firms exercise control of and compensate partners in R&D projects. The specific type of contract used, however, can vary significantly across projects. In some, firms govern partnering... View Details
    Keywords: ＂＂Partner Integration; Contract Choice; R＆D Project Management; Relational Contracts; Partnering Performance; Research and Development; Projects; Partners and Partnerships; Performance; Contracts
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    • 07 Mar 2013
    • HBS Seminar

    Horace Dediu, Asymco

    • 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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    • November 2002 (Revised June 2003)
    • Case

    Corning, Inc.: Technology Strategy in 2003

    By: Rebecca Henderson
    Corning, Inc. has a 150-year history of building a strategy around innovation. Founded as a glass manufacturer in 1851, the company quickly established itself as a maker of specialty glass products and over the next 100 years diversified into light bulbs, television,... View Details
    Keywords: Information Technology; Strategy; Innovation Strategy; Situation or Environment; Research and Development; Consumer Products Industry; United States
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    • 12 Nov 2013
    • First Look

    First Look: November 12

    most recently-precisely the individuals who would recognize it is a gift. The effects of the gift are higher for workers with lower historical wages, and in fact it increases productivity more than it increases cost for this group. Our... View Details
    Keywords: Sean Silverthorne
    • September 2009
    • Case

    Intel NBI: Image Components Organization

    By: Willy C. Shih and Thomas Thurston
    The Image Components Organization (ICO) was an internal venture that was part of Intel's New Business Initiatives. It sought to initially develop and sell a high performance integrated CMOS image sensor module for cellular phones. ICO's opening assumptions were that it... View Details
    Keywords: Business Startups; Corporate Entrepreneurship; Product Development; Production; Failure; Diversification; Semiconductor Industry
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    • October 1981 (Revised June 1985)
    • Case

    Vicks Health Care Division: Project Scorpio (B)

    Reveals that Vicks chose a multi-condition positioning for the product. Describes testing of name and concept, and extensively reports on a four-city test market. Students are expected to evaluate both the design and results of the test, and face options ranging from... View Details
    Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry
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    • April 2008
    • Case

    Campbell and Bailyn's Boston Office: Managing the Reorganization

    By: Anne Donnellon and Dun Gifford Jr
    Ken Winston, the regional sales manager at a securities brokerage firm, has reorganized his generalist salespeople into Key Account Teams (KAT) to increase sales of specialized, higher-margin fixed income products. Winston is also implementing a new corporate... View Details
    Keywords: Organizational Behavior; Fixed Costs; Group Dynamics; Human Resource Management; Compensation; Matrix Organization; Sales; Leading Teams; Management; Leadership; Organizational Design; Organizational Structure; Groups and Teams; Organizational Culture; Organizational Change and Adaptation; Change Management; Salesforce Management; Compensation and Benefits; Financial Services Industry; Boston
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    • 05 Mar 2019
    • Blog Post

    HBS Interns: Making an Impact

    Internships by design are just ten to twelve weeks, but the impact that HBS students can make in that time can influence an organizations' success long-term. Learn about the projects that students worked on at Hubspot, Indigo Ag and... View Details
    Keywords: Consumer Products / Retail; Consumer Products / Retail; Consumer Products / Retail
    • 2025
    • Article

    Educating Students and Professionals on the Business Implications of Climate Change

    By: Michael W. Toffel
    As climate change poses unprecedented challenges and opportunities, the private sector must play a pivotal role in both adaptation and mitigation efforts. This article discusses the new Harvard Business School Online course, Business and Climate Change, designed to... View Details
    Keywords: Climate Impact; Online Courses; Online Education; Decarbonization; Mitigation Policies; Climate Risk; Climate Change; Risk Management; Science; Policy; Business Education; Adaptation
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    • Article

    Vungle Inc. Improves Monetization Using Big-Data Analytics

    By: Bert De Reyck, Ioannis Fragkos, Yael Grushka-Cockayne, Casey Lichtendahl, Hammond Guerin and Andrew Kritzer
    The advent of big data has created opportunities for firms to customize their products and services to unprecedented levels of granularity. Using big data to personalize an offering in real time, however, remains a major challenge. In the mobile advertising industry,... View Details
    Keywords: Big Data; Monetization; Data and Data Sets; Advertising; Mobile Technology; Customization and Personalization; Performance Improvement
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      Why Criticism Is Good for Creativity

      One of the most popular mantras for innovation is “avoid criticism.” The underlying assumption is that criticism kills the flow of creativity and the enthusiasm of a team. Aversion to criticism has significantly spread in the last 20 years, especially through the... View Details

      • 2015
      • Working Paper

      The Integrity of Private Third-party Compliance Monitoring

      By: Jodi L. Short and Michael W. Toffel
      Government agencies are increasingly turning to private, third-party monitors to inspect and assess regulated entities’ compliance with law. The integrity of these regulatory regimes rests on the validity of the information third-party monitors provide to regulators.... View Details
      Keywords: Regulation; Compliance; Compliance Policies; Conflict Of Interest; Independent Third Party; Inspection; Audit Quality; Auditor; Audit; Environment; Production; Supply Chain; Quality; Government Administration; Working Conditions; Safety; Labor; Governing Rules, Regulations, and Reforms; Governance Compliance; Manufacturing Industry; Public Administration Industry; Accounting Industry; Service Industry; United States
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        Steven C. Wheelwright

        Steve Wheelwright is the Edsel Bryant Ford Professor of Business Administration, Emeritus at Harvard Business School.

        Following his retirement from HBS in 2006, he served with former Dean Kim B. Clark at BYU-Idaho and then from 2007-2015 he served as... View Details

        • September 1995 (Revised December 1997)
        • Case

        Philip Morris: Marlboro Friday (A)

        By: Alvin J. Silk and Bruce Isaacson
        On April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major... View Details
        Keywords: Competition; Price; Marketing Strategy; Market Participation; Brands and Branding; Consumer Products Industry; United States
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        • June 2025
        • Article

        Ideation with Generative AI—In Consumer Research and Beyond

        By: Julian De Freitas, G. Nave and Stefano Puntoni
        The use of large language models (LLMs) in consumer research is rapidly evolving, with applications including synthetic data generation, data analysis, and more. However, their role in creative ideation—a cornerstone of consumer research—remains underexplored. Drawing... View Details
        Keywords: Large Language Model; AI and Machine Learning; Creativity; Innovation Strategy
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