Publications

August 2018
Case

Four Products: Predicting Diffusion (2018)

By: John Gourville

One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details

Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch

27 Jan 2020
Research & Ideas

Hard Work Isn't Enough: How to Find Your Edge

wrong, hold us back. Instead, we have to focus on finding our “edge”—the unique qualities that set us apart—and take strategic steps to make other people see our value and open the doors that will take us where we want to go. View Video... View Details

Keywords: by Dina Gerdeman

21 Feb 2018
Research & Ideas

When a Competitor Abandons the Market, Should You Advance or Retreat?

SolStock In late 2016 drug maker Eli Lilly announced it would stop research on the Alzheimer's drug solanezumab after results proved disappointing over three trials. For competitors such as Biogen, Merck, and Roche, this decision... View Details

Keywords: by Rachel Layne; Pharmaceutical; Health

27 Apr 2016
Research & Ideas

How the FBI Reinvented Itself After 9/11

identity are aligned, in the sense that each supports the other. In particular, decentralized decision making requires that individuals have the correct sense of “who we are.” At the outset of a change effort, management often does not... View Details

Keywords: by Carmen Nobel

2021
Chapter

Leapfrog Leaders: Accelerating Systems Leadership Skills

By: Laura Cabrera, Derek Cabrera and Hise O. Gibson

We need leaders who can execute at the Strategic, Operational, and Tactical (SOT) levels. But, research shows it takes time for skills to develop at all three levels—too much time. Why does it take too much time? First, because expertise is borne of experience. An... View Details

Keywords: DSRP; VCML; Strategy; Operations; Leadership Development; Decision Making; Organizational Structure

Read Now

April 2022
Teaching Note

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli and Carla Larangeira

In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details

Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America

15 Jan 2008
First Look

First Look: January 15, 2008

and vertical mergers. Our model highlights a collective action problem: what is good for an individual firm is often not good for the cluster. We speculate that this conflict may be a source of strategic tension in platform firms.... View Details

Keywords: Martha Lagace

September 2007
Case

Dice-K: The Hundred (Plus) Million Dollar Man

By: Randolph B. Cohen

Describes the efforts made by the Boston Red Sox to sign superstar Japanese pitcher Daisuke (Dice-K) Matsuzaka within the context of the team's attempts to keep pace with longtime rival, the New York Yankees. In late 2006, Dice-K is viewed as the prize of the free... View Details

Keywords: Negotiation; Cash Flow; Forecasting and Prediction; Financial Strategy; Sports Industry

May 2017
Case

Four Products: Predicting Diffusion (2017)

By: John Gourville

One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details

Keywords: Diffusion Processes; Product Adoption; Forecasting and Prediction; Product; Product Launch; Marketing

July 2010
Supplement

Marketing Analysis Toolkit: Pricing and Profitability Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details

Keywords: Management Analysis, Tools, and Techniques; Marketing Strategy; Decisions; Strategic Planning; Price; Partners and Partnerships; Cost; Demand and Consumers; Revenue; Profit; Mathematical Methods; Measurement and Metrics

26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

company advertisements least. And they said influencer marketing sways their purchasing decisions most, while direct-mail marketing is the least effective way to reach them. When asked which social media channels they visit most,... View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

2008
Working Paper

Attitude-Dependent Altruism, Turnout and Voting

By: Julio J. Rotemberg

This paper presents a goal-oriented model of political participation based on two psychological assumptions. The first is that people are more altruistic towards individuals that agree with them and the second is that people's well-being rises when other people share... View Details

Keywords: Voting; Political Elections; Market Participation; Attitudes