Publications

Teaching Note for (9-503-008). View Details

Keywords: Entertainment and Recreation Industry

February 2003 (Revised February 2006)
Teaching Note

BMWFilms (TN)

Teaching Note for (9-502-046). View Details

Keywords: Auto Industry; United States

June 2002 (Revised September 2005)
Case

Online Music Distribution in a Post-Napster World

Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-to-peer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay). View Details

Keywords: Distribution; Internet and the Web; Price; Marketing Channels; Service Operations; Music Industry

November 2001 (Revised August 2002)
Case

Audio Spotlight, The

Joe Pompei, a graduate student at the MIT Media Lab, has invented a breakthrough audio invention. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. He must now decide how to... View Details

Keywords: Corporate Entrepreneurship; Independent Innovation and Invention; Marketing; Demand and Consumers; Value Creation

August 1999
Teaching Note

Onsale, Inc. TN

Teaching Note for (9-599-091). View Details

Keywords: Retail Industry

2003
Article

Don't Blame the Computer: When Self-Disclosure Moderates the Self-Serving Bias

By: Youngme Moon

Keywords: Information Technology; Prejudice and Bias

Find at Harvard

March 2006
Course Overview Note

Consumer Marketing: Rethinking the Core

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details

Keywords: Marketing; Consumer Behavior

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

Keywords: Advertising Campaigns

July 2004 (Revised March 2006)
Teaching Note

The Birth of the Swatch (TN)

Teaching Note to (2-504-096). View Details

Keywords: History; Fashion Industry

July 2004 (Revised February 2005)
Teaching Note

Marketing Antidepressants: Prozac and Paxil (TN)

Teaching Note to (9-502-055). View Details

Keywords: Marketing; Pharmaceutical Industry

April 2004 (Revised March 2006)
Teaching Note

Ikea Invades America (TN)

Teaching Note to (2-504-094). View Details

Keywords: Retail Industry; Consumer Products Industry

May 2003 (Revised January 2006)
Teaching Note

NTT DoCoMo: Marketing i-mode (TN)

Teaching Note for (9-502-031). View Details

Keywords: Telecommunications Industry; Japan

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

October 2000 (Revised March 2001)
Case

BizRate.com

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

February 1999 (Revised May 1999)
Case

Onsale, Inc.

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details

Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

1999
Working Paper

Machines and Mindlessness: Social Responses to Computers

By: Clifford Nass and Youngme Moon

16 Feb 2004
Research & Ideas

HBS Center Focuses on Europe

The center approached Alessi, a medium-sized tableware company in Italy, at the request of professors Youngme Moon and Gail McGovern for a case in the Consumer Marketing MBA... View Details

Keywords: by Cynthia Churchwell

October 2003 (Revised August 2005)
Case

American Legacy: Beyond the Truth Campaign

By: Youngme E. Moon and Kerry Herman

The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details

Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact

May 2002 (Revised October 2005)
Case

Marketing Antidepressants: Prozac and Paxil

By: Youngme E. Moon and Kerry Herman

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States

October 2006 (Revised October 2007)
Case

Google Advertising

By: Youngme E. Moon and David Chen

In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details

Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States