Publications
Publications
Show Results For
- All HBS Web
(3,789)
- Faculty Publications (1,198)
- September 2008 (Revised June 2011)
- Case
Examining the Adoption of Drug-Eluting Stents
By: Elie Ofek
Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases... View Details
- September 2008
- Teaching Note
Ben & Jerry's: Preserving Mission & Brand within Unilever (TN)
By: James E. Austin
Teaching Note for [306037]. View Details
Keywords: Consumer Products Industry
- Article
Marketing in the Age of Web 2.0
By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
- July 2008 (Revised May 2009)
- Case
The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues
By: Frank V. Cespedes, Christopher H. Lovelock and Laura Winig
The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of... View Details
- July 2008 (Revised February 2009)
- Case
(PRODUCT) RED (A)
By: Youngme E. Moon, Michael I. Norton and David Chen
Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,... View Details
- July – August 2008
- Article
Should You Invest in the Long Tail?
By: Anita Elberse
The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details
- May 2008
- Teaching Note
Disney Consumer Products: Marketing Nutrition to Children (TN)
By: David E. Bell and Mary L. Shelman
Teaching Note for [507-006]. View Details
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
- April 2008
- Teaching Note
Dove: Evolution of a Brand (TN)
By: John A. Deighton
Teaching Note for [508-047]. View Details
- April 2008
- Case
Four Products: Predicting Diffusion (2008)
An updated "Four Products" case. This 2008 version includes: sliced peanut butter, foldable bicycle tires, high-end wooden puzzles, and artificial dirt for thoroughbred race tracks. These four products form the basis to assess the drivers of new product adoption. In... View Details
- April 2008
- Teaching Note
Indesit Company: Does Global Matter? (TN)
By: Joseph L. Bower and Sonja Ellingson Hout
Teaching Note for [308071]. View Details
Keywords: Consumer Products Industry
- April 2008
- Case
TerraCog Global Positioning Systems: Conflict and Communication on Project Aerial
By: Michael Beer and Sunru Yong
TerraCog, a successful privately held high-tech firm that develops GPS (global positioning system) and similar products for consumer markets, has recently been caught off-guard by a competitor's new product that makes novel use of satellite imagery. When TerraCog... View Details
Keywords: Organizational Behavior; Meetings; Decision Making; Group Dynamics; Human Resource Management; Conflict; Information Technology; Leadership; Conflict Management; Competition; Groups and Teams; Organizational Culture; Human Resources; Communication; Decision Choices and Conditions; Crisis Management; Technology Industry
- March 8, 2008
- Comment
Marketing Your Way Through a Recession
By: John A. Quelch
The signs of an imminent recession are all around us. The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. View Details
Keywords: Marketing; Recession; Products And Sales; Core Values; Fluctuation; Volatility; Economic Growth; Economic Slowdown and Stagnation; Growth and Development; Marketing Strategy; Product Marketing; Risk and Uncertainty; Salesforce Management; Asia; Europe; Latin America; North and Central America
- March 2008 (Revised November 2012)
- Teaching Note
GE's Imagination Breakthroughs: The Evo Project (TN)
Teaching Note for [907048]. View Details
- February 2008 (Revised September 2008)
- Case
Apple Inc., 2008
By: David B. Yoffie and Michael Slind
In January 2007, three decades after its incorporation, Apple Computer shed the second word in its name and became Apple Inc. With that move, the company signaled a fundamental shift away from its historic status as a vendor of the Macintosh personal computer (PC)... View Details
- November 2006
- Article
Find Your Sweet Spot
By: Rob Markey, Gerard Du Toit and James Allen
Charged with extending their unit’s product lines and boosting top-line growth over the next three years, product managers at one global consumer goods company wanted to identify the most attractive customer segments to target and how best to reach them. So they turned... View Details
- February 2008 (Revised March 2009)
- Teaching Note
Procter & Gamble Brazil (TN) (A) and (B)
By: Rosabeth Moss Kanter and Matthew Bird
Teaching Note for [308081] and [308083]. View Details
- February 2008 (Revised September 2008)
- Case
Indesit Company: Does Global Matter?
By: Joseph L. Bower
In 2007, the leadership of the Indesit Company is focused on long-term corporate strategy. After 3 decades, the company has emerged as the number 2 home appliance producer in Europe. Should they invest further to be number 1, or should they focus on the global market,... View Details
- February 2008 (Revised September 2010)
- Case
LeapFrog Enterprises
By: Lynda M. Applegate and Elizabeth Collins
Explores the success factors leading to the company's rise to the number three ranking in the aggressively competitive toy industry. LeapFrog has made the strategic decision to expand beyond the toy industry and enter the educational technology and services industry.... View Details