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    Julian De Freitas

    Julian De Freitas is an Assistant Professor of Business Administration in the Marketing Unit, and Director of the Ethical Intelligence Lab, at Harvard Business School. He earned his PhD in psychology from Harvard, masters from Oxford, and BA from Yale. He teaches... View Details

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

      Jill J. Avery

      Dr. Jill Avery is a Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the marketing unit at Harvard Business School. She is a respected authority on branding and brand management, customer relationship... View Details

      Keywords: consumer products; arts; advertising; automobiles; retailing; fashion; hotels ＆ motels; food; beverage

        Shira Li

        Shira Li is a doctoral student in the Business Economics program. Her research interests include finance, industrial organization, and market design. She graduated from Harvard College in 2019 with an A.B. in Math and Computer Science and a... View Details

        • July 2010
        • Case

        Metabical: Positioning and Communications Strategy for a New Weight Loss Drug

        By: John A. Quelch and Heather Beckham
        Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
        Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States
        Related
        • 05 May 2008
        • Research & Ideas

        Connecting with Consumers Using Deep Metaphors

        authors of Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers (HBS Press, 2008). Transformation is just one metaphor that finds expression in products that satisfy deeply held consumer needs and desires. Other... View Details
        Keywords: by Martha Lagace; Consumer Products
        • 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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          Ashley V. Whillans

          Ashley Whillans is the Volpert Family Associate Professor of Business Administration at the Harvard Business School, where she teaches the Motivation and Incentives course to MBA students. Professor Whillans earned her PhD in Social Psychology from the University of... View Details

            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
              Related
              • 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

                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

                  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

                    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

                      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

                      • 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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                      • 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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                        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

                          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

                            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