Marketing Plans - Publications - Faculty & Research

March 2016 (Revised March 2022)
Teaching Note

Evive Health and Workplace Influenza Vaccinations

Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details

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November 2022
Case

GE: A New Way Forward?

By: David J. Collis and Haisley Wert

One of the most iconic American companies, General Electric (GE) was founded in 1892 in New York state. Named among the original dozen companies on the Dow Jones index in 1896, it was the list’s most tenacious holdout, maintaining its “blue chip” stock status for over... View Details

Keywords: Strategy; GE; Conglomerate; Conglomerates; Corporate Strategy; Management; History; Leadership; Problems and Challenges; Change Management; Transformation; Strategic Planning; Value Creation; New York (state, US)

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August 2003 (Revised December 2004)
Case

Peninsula Community Foundation

By: James E. Austin, Jane Wei-Skillern and Alison Berkley Wagonfeld

After leading the Peninsula Community Foundation (PCF) through a period of tremendous growth, its president, Sterling Speirn, is facing the prospect of a decline in the foundation's asset base for the first time in the foundation's history. In addition, the fact that... View Details

Keywords: Philanthropy and Charitable Giving; Product Positioning; Planning; Alliances; Opportunities; Nonprofit Organizations; Valuation; Financial Services Industry

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13 Jan 2015
First Look

First Look: January 13

voluntary disclosure and marketing decisions. Publisher's link: http://people.hbs.edu/mluca/StrategicDisclosure.pdf January 2015 Innovation Policy and the Economy Firms and the Economics of Skilled Immigration By: Pekkala Kerr, Sari,... View Details

Keywords: Sean Silverthorne

February 2017
Case

Aston Martin: A Second Century of Performance and Luxury

By: Vish V. Krishnan, Karim R. Lakhani and Amram Migdal

Following the March 2016 launch of DB11, Aston Martin Lagonda Ltd.’s first new sports car platform in over a decade, this case discusses the future strategy of the famed British luxury auto manufacturer. Since its founding in 1902, Aston Martin has been characterized... View Details

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20 Aug 2024
Cold Call Podcast

Angel City Football Club: A New Business Model for Women’s Sports

Keywords: Re: Jeffrey F. Rayport; Sports; Entertainment & Recreation

September 2020
Case

Chip and Joanna Gaines' Magnolia Network

By: Anita Elberse and Julia McNicholas

Chip and Joanna Gaines, who have shot to fame as stars of the hit television show Fixer Upper, are preparing to launch their own television network. It is April 2019, a year since the home-renovation show Fixer Upper’s fifth season on cable channel HGTV ended, and more... View Details

Keywords: Entertainment; Television; Superstars; Innovation; Creative Industries; Talent; General Management; Celebrities; Television Entertainment; Entrepreneurship; Joint Ventures; Innovation and Invention; Marketing; Strategy; Entertainment and Recreation Industry; Media and Broadcasting Industry

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Program

Managing Innovation

explore the prototyping and experimentation practices of the world's top innovators, you will lay the foundation for transforming your business and sustaining growth through innovation the moment you return to work. Details Align plans... View Details

November 2007
Class Lecture

The Baby Business (FSS)

By: Debora L. Spar

In vitro fertilization and genetic screening are possible with the advent of biotechnology. International adoptions, surrogacy, and other approaches to family planning are on the rise. But few rules govern these measures, medical costs can be prohibitive, and... View Details

Keywords: Governing Rules, Regulations, and Reforms; Policy; Demand and Consumers; Business and Government Relations; Business and Stakeholder Relations; Genetics; Societal Protocols; Commercialization; Biotechnology Industry; Health Industry

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February 2001 (Revised June 2001)
Case

ClubTools, Inc.

By: Paul W. Marshall and Kristin Perry

Discusses the development of an Internet start-up by a recent HBS graduate. Details the company's business plan, incubation, technology development, marketing strategy, and search for funding. View Details

Keywords: Business Startups; Business Plan; Cash Flow; Marketing Strategy; Financing and Loans; Technological Innovation; Internet and the Web; Forecasting and Prediction

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30 Apr 2019
First Look

New Research and Ideas, April 30, 2019

Psychology and Financial Fragility By: Gennaioli, Nicola, and Andrei Shleifer Abstract—The collapse of Lehman Brothers in September 2008 caught markets and regulators by surprise. Although the government rushed to rescue other financial... View Details

Keywords: Dina Gerdeman

August 2017 (Revised December 2018)
Case

Tamarin App: Natural Language Processing

By: Srikant M. Datar and Caitlin N. Bowler

In this case, students explore the challenges of using sentiment analysis to monitor and understand public perception around a software application, Tamarin SEO App. Technical topics include building a filtering classifier using naive Bayes and sentiment analysis This... View Details

Keywords: Data Science; Branding; Data Analytics; Analytics and Data Science; Brands and Branding; Analysis; Perception; Planning

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26 Apr 2024
HBS Case

Deion Sanders' Prime Lessons for Leading a Team to Victory

caught the eye of major brands and led to marketing contracts. Ultimately, Sanders would go on to become one of the only athletes in the world to simultaneously play professional football and baseball, winning two Super Bowls in the NFL... View Details

Keywords: by Avery Forman; Sports

June 28, 2011
Article

Using Implementation Intentions Prompts to Enhance Influenza Vaccination Rates

By: Katherine L Milkman, John Beshears, James J. Choi, David Laibson and Brigitte C. Madrian

We evaluate the results of a field experiment designed to measure the effect of prompts to form implementation intentions on realized behavioral outcomes. The outcome of interest is influenza vaccination receipt at free on-site clinics offered by a large firm to its... View Details

Keywords: Behavioral Economics; Nudge; Libertarian Paternalism; Public Health; Flu Shot; Behavior; Consumer Behavior; Health Care and Treatment; Cognition and Thinking

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Web

Giving - Alumni

Fund Help support student financial aid, faculty research, and other HBS priorities. Learn More Advancing the HBS Mission Learn how giving to HBS makes an impact through stories about two alumni who are improving literacy in India, a faculty member’s research on a tech... View Details

October 2011
Case

Patricia Gottesman at Crimson Hexagon

By: Lena G. Goldberg and Mary Beth Findlay

After successful capital raises and significant progress in gaining market acceptance of its tools for analyzing public opinion, Crimson Hexagon's CEO prepares to address the company's investors on the question of exit strategy. View Details

Keywords: Corporate Strategy; Strategic Planning; Business and Shareholder Relations; Business and Stakeholder Relations; Policy; Information Industry; Web Services Industry

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20 Aug 2024
Interview

Angel City Football Club: A New Business Model for Women’s Sports

By: Jeffrey F. Rayport, Brian Kenny and Nicole Tempest Keller

Angel City Football Club (ACFC) was founded in 2020 by venture capitalist Kara Nortman, entrepreneur Julie Uhrman, and actor and activist Natalie Portman. As outsiders to professional sports, the all-female founding team had rewritten the playbook for how to build a... View Details

Keywords: Brands and Branding; Gender; Franchise Ownership; Business Model; Sports Industry

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27 Sep 2011
First Look

First Look: September 27

learning and governance process. Implications for organization and leadership development and corporate governance are discussed. Read the paper: http://www.emeraldinsight.com/books.htm?chapterid=1937908&show=pdf Markets as Networks:... View Details

Keywords: Sean Silverthorne

October 2018
Case

African Bank Investments Limited (A)

By: Lynn S. Paine and Will Hurwitz

Less than a year after joining the board of African Bank Investments Limited (ABIL), the newest director finds himself in difficult discussions with other directors about removing the struggling company’s CEO. The case is set in South Africa in mid-2014 as shares in... View Details

Keywords: Ethics; Personal Finance; Corporate Accountability; Governing and Advisory Boards; Corporate Governance; Crisis Management; Insurance; Leadership; Management; Risk Management; Banking Industry; Financial Services Industry; Insurance Industry; Africa; South Africa

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February 2000 (Revised August 2000)
Case

Priceline WebHouse Club

By: Thomas R. Eisenmann and Jon K Rust

Priceline empowered consumers to "name their own price" for airline tickets and hotel rooms; then it shopped these offers to marketers. Priceline's founder Jay Walker described the resulting transactions as a new ecosystem, that helped consumers realize lower prices... View Details

Keywords: Business Model; Strategy; Disruptive Innovation; Internet and the Web; Entrepreneurship; Retail Industry

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