Publications

Find at Harvard

October 2009 (Revised March 2012)
Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld

How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details

Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry

18 Jul 2023
News

The First Five Years: Brooke Biederman (MBA 2019)

challenging part? It’s been a joy to chart the direction of a new commercial venture. Starting from the business equivalent of tabula rasa has been extremely invigorating. Some would say launching an entertainment View Details

Keywords: Robert Bochnak

16 Nov 2010
Lessons from the Classroom

Data.gov: Matching Government Data with Rapid Innovation

product development in firms and communities, co-wrote the case with former HBS professor Robert D. Austin and Yumi Yi to encourage further exploration of the benefits and tactics of open-data approaches. “ All agencies will have issues,... View Details

Keywords: by Martha Lagace; Technology

29 Oct 2013
First Look

First Look: October 29

complete. The local was never entirely subsumed by the global. Convergence and homogenization were stronger in aspirations than in preferences for particular products and scents, which remained more persistently local despite the spread... View Details

Keywords: Sean Silverthorne

15 May 2024
Research & Ideas

A Major Roadblock for Autonomous Cars: Motorists Believe They Drive Better

people ages 2 through 59, with some 98 percent of accidents tied to human error. And accidents cost $340 billion, or 1.6 percent, of US Gross Domestic Product in 2023, according to the US National Highway Traffic Safety Administration.... View Details

Keywords: by Rachel Layne; Transportation; Auto

16 Nov 2016
Research & Ideas

Turning One Thousand Customers into One Million

photographers to take inviting photos of hosts’ apartments). Following those guidelines, they were able to gradually improve their products and identify what made them resonate most with customers and suppliers. Only after that was... View Details

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

June 2017
Teaching Note

The De Beers Group: Exploring the Diamond Reselling Opportunity

By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle

In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details

May 2011 (Revised January 2013)
Case

Nike Football: World Cup 2010 South Africa

By: Elie Ofek and Ryan Johnson

Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details

Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa

Web

ハーバード - Global

Launched in 2002 as non-membership service, the NP Atobarai product has given Japanese consumers an alternative to paying with their credit cards when using ecommerce (EC) websites. Despite having strong... View Details

June 2010 (Revised September 2010)
Case

athenahealth: Innovating in Response to a Crisis in Healthcare

When Jonathan Bush and his partner, Todd Park, realized that their revolutionary approach to delivering clinical care was being stymied by the inefficiencies in the healthcare system and insurance red tape, they turned their proprietary technology, athenaNet, to a new... View Details

Keywords: Entrepreneurship; Health Care and Treatment; Information Management; Innovation and Invention; Brands and Branding; Product Development; Health Industry; United States

March 2023
Case

Woven Planet - Designing Software for the Car of the Future

By: Gary P. Pisano and Catherine Piner

Founded in 2021, Woven Planet Holdings—a subsidiary of Toyota Motor Corporation—was developing Arene, an automotive software platform consisting of an operating system, development and simulation tools, and a cloud-based service that could store and analyze vehicle... View Details

Keywords: Technology; Automated Driving; Innovation; Organizational Culture; Applications and Software; Safety; Product Launch; Product; Auto Industry; Technology Industry

20 May 2008
First Look

First Look: May 20, 2008

Case 608-016 Cambrian House builds Internet-based products and services by relying entirely on its user community for all aspects of its innovation and new product development process. Users suggest ideas... View Details

Keywords: Martha Lagace

March 1995 (Revised March 2001)
Case

The Black & Decker Corporation (A): Power Tools Division

By: Robert J. Dolan

Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. View Details

Keywords: Brands and Branding; Product Positioning; Marketing Strategy; Product Launch; Competition; Globalization; Consumer Products Industry; Consumer Products Industry