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  • May 1980
  • Case

Kendall-Vetmat

Discusses the role of market research in a product manager's decision process. Traces the development of market research information for the introduction of a new product, and presents a manager's dilemma of receiving market data that are inconsistent with expectations... View Details
Keywords: Decision Making; Product Launch; Product Development
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    Jingpeng Hong

    Jingpeng is a Ph.D. student in Marketing at Harvard Business School. Previously, he received a B.A. in Economics from the National School of Development, Peking University and a M.A. in Social Sciences, Economics from the University of Chicago. His research interests... View Details

      Renata Gaineddenova

      Renata Gaineddenova is an Assistant Professor in the Strategy Unit at Harvard Business School. Her research focuses on industrial organization and the market design of digital platforms. Prior to joining HBS, Professor Gaineddenova was a Postdoctoral Associate at... View Details
      • July 2003 (Revised October 2018)
      • Case

      Starbucks: Delivering Customer Service

      By: Youngme Moon and John Quelch
      Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details
      Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry
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      • 23 Apr 2012
      • Research & Ideas

      How to Brand a Next-Generation Product

      notice a new name.” Like Apple, most consumer-centric companies deal with the dilemma of how to brand the next- generation of an existing product. Product upgrades make up the majority of corporate research and development activity.... View Details
      Keywords: by Carmen Nobel

        Joseph Pacelli

        Joseph Pacelli is the Gerald Schuster Associate Professor of Business Administration in the Accounting and Management Unit. He currently teaches Business Analysis and Valuation (BAV) in the MBA elective curriculum.

        Professor Pacelli’s research covers topics... View Details

          Magie Cheng

          Mengjie (Magie) Cheng is a Ph.D. student in Marketing at Harvard Business School. She received her B.S. in Finance from Chu Kochen Honors College at Zhejiang University and M.S. in Management Science and... View Details

            Thomas W. Graeber

            Thomas Graeber is an Assistant Professor of Business Administration in the Negotiation, Organizations & Markets Unit at Harvard Business School. He teaches Negotiations in the MBA elective curriculum.

            As an empirical behavioral and experimental... View Details

            • March 1994 (Revised March 1995)
            • Case

            Astra/Merck Group

            By: Frank V. Cespedes and Marie Bell
            Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to... View Details
            Keywords: Cost vs Benefits; Marketing Strategy; Distribution; Performance Evaluation; Research and Development; Risk and Uncertainty; Sales; Competitive Strategy; Pharmaceutical Industry
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              Jung Koo Kang

              Jung Koo Kang is an assistant professor in the Accounting and Management Unit. He teaches the Financial Reporting and Control course in the MBA required curriculum.

              Professor Kang’s research focuses on financial technology and innovation, alternative data,... View Details

                Mark L. Egan

                Mark Egan is the Mark Kingdon Associate Professor of Business Administration in the Finance Unit, teaching Corporate Financial Operations to MBA students.

                Professor Egan’s research concentrates on the intersection of corporate finance and industrial... View Details

                  Christian Kaps

                  Christian Kaps is an Assistant Professor of business administration in the Technology and Operations Management (TOM) Unit at Harvard Business School. Kaps' research focuses on emerging topics in renewable electricity generation and storage - notably how new... View Details

                  • August 1998 (Revised July 2002)
                  • Case

                  Innovation at 3M Corporation (A)

                  By: Stefan H. Thomke and Ashok Nimgade
                  Describes how 3M Corp. introduces and learns a new and innovative methodology called Lead User research to understand future customer and market needs. A team from 3M's Medical-Surgical Markets Division applies the Lead User methodology to the field of surgical... View Details
                  Keywords: Innovation and Management; Innovation Strategy; Managerial Roles; Marketing Strategy; Demand and Consumers; Market Timing; Product Development; Problems and Challenges; Business Strategy; Medical Devices and Supplies Industry
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                    Das Narayandas

                    Das Narayandas is the Edsel Bryant Ford Professor of Business Administration at the Harvard Business School. His academic credentials include a Bachelor of Technology degree in Engineering from the Indian Institute of Technology, Bombay (IITB), a Post-Graduate... View Details

                    Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

                      Marlous van Waijenburg

                      Marlous van Waijenburg is an Assistant Professor in the Business, Government, and International Economy Unit at Harvard Business School. She teaches in the MBA required curriculum.

                      Professor van Waijenburg’s main... View Details

                        Asim I. Khwaja

                        Asim Ijaz Khwaja is the Director of the Center for International Development and the Sumitomo-Foundation for Advanced Studies on International Development Professor of International Finance and Development at the Harvard Kennedy School, and co-founder of the View Details

                          Stuti Agarwal

                          Stuti is a PhD student in Consumer Behavior at Harvard Business School. She completed her Bachelors in Economics and Psychology from Boston University in 2019 and went on to complete her MPS in Applied Economics and Management from Cornell University in 2020. She... View Details
                          • February 2015 (Revised September 2016)
                          • Teaching Note

                          Making stickK Stick: The Business of Behavioral Economics

                          By: Leslie K. John and Michael Norton
                          Email mking@hbs.edu for a courtesy copy.

                          This Teaching Note explains the theory of the case and teaching plan for the case: Making sticK Stick: The Business of Behavioral Economics (514019). The case focuses on a... View Details
                          Keywords: Behavioral Economics; Behavior Change; B2B Vs. B2C; Human Resource Management; Marketing Of Innovations; Health ＆ Wellness; Weight Loss; Charitable Giving; Marketing; Consumer Behavior; Entrepreneurship; Internet and the Web; Health; Business Model; Sales; Human Resources; Health Industry; United States
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                            John Beshears

                            John Beshears is the Albert J. Weatherhead Jr. Professor of Business Administration in the Negotiation, Organizations & Markets Unit, teaching the second-year MBA course "Negotiation." He is also a research associate at the National Bureau of Economic Research.... View Details

                              Paul A. Gompers

                              Paul Gompers, Professor of Business Administration at the Harvard Business School, specializes in research on financial issues related to start-up, high growth, and newly public companies. Professor Gompers has an appointment in both the View Details
                              Keywords: electronics; health care; high technology; information technology industry; investment banking industry; pharmaceuticals; semiconductor; venture capital industry