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Show Results For

  • All HBS Web  (179)
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    • News  (64)
    • Research  (97)
    • Multimedia  (17)
  • Faculty Publications  (92)
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  • October 2005 (Revised March 2006)
  • Module Note

Rethinking Positioning

By: Youngme E. Moon
Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details
Keywords: Product Positioning; Brands and Branding; Marketing
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Moon, Youngme E. "Rethinking Positioning." Harvard Business School Module Note 506-025, October 2005. (Revised March 2006.)
  • April 2004 (Revised March 2006)
  • Teaching Note

Inside Intel Inside (TN)

By: Youngme E. Moon
Teaching Note to (9-502-083). View Details
Keywords: Semiconductor Industry
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Moon, Youngme E. "Inside Intel Inside (TN)." Harvard Business School Teaching Note 504-093, April 2004. (Revised March 2006.)
  • August 2003 (Revised November 2005)
  • Teaching Note

Electronic Arts Introduces The Sims Online (TN)

By: Youngme E. Moon
Teaching Note for (9-503-008). View Details
Keywords: Entertainment and Recreation Industry
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Moon, Youngme E. "Electronic Arts Introduces The Sims Online (TN)." Harvard Business School Teaching Note 504-044, August 2003. (Revised November 2005.)
  • February 2003 (Revised February 2006)
  • Teaching Note

BMWFilms (TN)

By: Youngme E. Moon
Teaching Note for (9-502-046). View Details
Keywords: Auto Industry; United States
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Moon, Youngme E. "BMWFilms (TN)." Harvard Business School Teaching Note 503-073, February 2003. (Revised February 2006.)
  • June 2002 (Revised September 2005)
  • Case

Online Music Distribution in a Post-Napster World

By: Youngme E. Moon
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
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Moon, Youngme E. "Online Music Distribution in a Post-Napster World." Harvard Business School Case 502-093, June 2002. (Revised September 2005.)
  • November 2001 (Revised August 2002)
  • Case

Audio Spotlight, The

By: Youngme E. Moon
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
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Moon, Youngme E. "Audio Spotlight, The." Harvard Business School Case 502-014, November 2001. (Revised August 2002.)
  • August 1999
  • Teaching Note

Onsale, Inc. TN

By: Youngme E. Moon
Teaching Note for (9-599-091). View Details
Keywords: Retail Industry
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Moon, Youngme E. "Onsale, Inc. TN." Harvard Business School Teaching Note 500-022, August 1999.
  • 1999
  • Working Paper

Machines and Mindlessness: Social Responses to Computers

By: Clifford Nass and Youngme Moon
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Nass, Clifford, and Youngme Moon. "Machines and Mindlessness: Social Responses to Computers." Harvard Business School Working Paper, No. 99-085, December 1999.
  • June 2007
  • Article

Companies and the Customers Who Hate Them

By: Gail McGovern and Youngme Moon
Keywords: Customers; Business Ventures
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McGovern, Gail, and Youngme Moon. "Companies and the Customers Who Hate Them." Harvard Business Review 85, no. 6 (June 2007).
  • April 2004 (Revised June 2004)
  • Teaching Note

Starbucks: Delivering Customer Service (TN)

By: Youngme E. Moon and John A. Quelch
Teaching Note to (9-504-016). View Details
Keywords: Customer Relationship Management; Food and Beverage Industry
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Moon, Youngme E., and John A. Quelch. "Starbucks: Delivering Customer Service (TN)." Harvard Business School Teaching Note 504-089, April 2004. (Revised June 2004.)
  • 1998
  • Working Paper

Are People Polite to Computers? Responses to Computer-Based Interviewing Systems

By: Clifford Nass, Youngme Moon and Paul Carney
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Nass, Clifford, Youngme Moon, and Paul Carney. "Are People Polite to Computers? Responses to Computer-Based Interviewing Systems." Harvard Business School Working Paper, No. 99-045, September 1998.
  • 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
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Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
  • 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
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Moon, Youngme E., and Kerry Herman. "Marketing Antidepressants: Prozac and Paxil." Harvard Business School Case 502-055, May 2002. (Revised October 2005.)
  • March 2009
  • Supplement

(PRODUCT) RED Video (A) & (B)

By: Youngme E. Moon and Michael I. Norton
Keywords: Media
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Moon, Youngme E., and Michael I. Norton. "(PRODUCT) RED Video (A) & (B)." Harvard Business School Video Supplement 509-724, March 2009.
  • May 2005 (Revised March 2007)
  • Teaching Note

Sony EyeToy

By: Anita Elberse and Youngme E. Moon
Teaching Note to (9-505-024). View Details
Keywords: Electronics Industry
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Elberse, Anita, and Youngme E. Moon. "Sony EyeToy." Harvard Business School Teaching Note 505-074, May 2005. (Revised March 2007.)
  • August 2004 (Revised July 2006)
  • Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon
In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details
Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry
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Wosinska, Marta, and Youngme E. Moon. "PROPECIA TM: Helping Make Hair Loss History." Harvard Business School Case 505-035, August 2004. (Revised July 2006.)
  • July 2004 (Revised March 2007)
  • Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon
In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details
Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe
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Elberse, Anita, and Youngme E. Moon. "Sony EyeToy." Harvard Business School Case 505-024, July 2004. (Revised March 2007.)
  • March 1999 (Revised August 1999)
  • Case

Coop, The: Market Research

By: Ruth Bolton and Youngme E. Moon
Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. View Details
Keywords: Marketing; Cost; Research; Markets; Quality; Decisions; Management Teams; Food and Beverage Industry; Retail Industry
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Bolton, Ruth, and Youngme E. Moon. "Coop, The: Market Research." Harvard Business School Case 599-113, March 1999. (Revised August 1999.)
  • January 2004
  • Article

Managing Price Expectations through Product Overlap

By: John T. Gourville and Youngme Moon
Keywords: Management; Price; Product
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Gourville, John T., and Youngme Moon. "Managing Price Expectations through Product Overlap." Journal of Retailing 80, no. 1 (January 2004): 23–34.
  • 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
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Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
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