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  • All HBS Web  (246)
    • News  (43)
    • Research  (163)
  • Faculty Publications  (102)

Show Results For

  • All HBS Web  (246)
    • News  (43)
    • Research  (163)
  • Faculty Publications  (102)
← Page 4 of 246 Results →
  • May 1998 (Revised May 1999)
  • Case

Biopure Corp.

By: John T. Gourville
It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood... View Details
Keywords: Segmentation; Marketing Strategy; Engineering; Budgets and Budgeting; Sales; Transformation; Markets; Debates; Product Launch; Pharmaceutical Industry
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Gourville, John T. "Biopure Corp." Harvard Business School Case 598-150, May 1998. (Revised May 1999.)
  • 2008
  • Simulation

Pricing Simulation: Universal Car Rental

By: John T. Gourville
This web-based simulation presents an engaging context in which students develop their knowledge of pricing by managing a rental car operation (Universal) in Florida and improve regional performance by developing a pricing strategy. The simulation involves three... View Details
Keywords: Competition; Consumer Behavior; Price; Profit; Renting or Rental; Auto Industry; Service Industry; Miami; Orlando; Tampa
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Gourville, John T. "Pricing Simulation: Universal Car Rental." Simulation and Teaching Note. Harvard Business School Publishing, 2008. Electronic.
  • Web

Strategy - Faculty & Research

Brooks Jeffrey J. Bussgang Amitabh Chandra Zoe B. Cullen Rafael M. Di Tella Mark L. Egan Caroline M. Elkins Willis M. Emmons Kenneth A. Froot Carolyn J. Fu Renata Gaineddenova Nori Gerardo Lietz John T.... View Details
  • 03 May 2011
  • First Look

First Look: May 3

small cancer diagnostics start-up is deciding whether to acquire a laboratory to make and sell its bladder cancer test or build its own manufacturing and sales team. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/811015-PDF-ENG Barceló Hotels and Resorts (A)... View Details
Keywords: Sean Silverthorne
  • 03 Feb 2015
  • First Look

First Look: February 3

drive this reaction. February 2015 Perspectives on Psychological Science When Does Familiarity Promote Versus Undermine Interpersonal Attraction? A Proposed Integrative Model from Erstwhile Adversaries By: Finkel, Eli J., Michael I. Norton, Harry View Details
Keywords: Sean Silverthorne
  • September 2005 (Revised February 2007)
  • Case

Angels and Devils: Best Buy's New Customer Approach (A)

By: Anita Elberse, John T. Gourville and Das Narayandas
In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an... View Details
Keywords: History; Customer Relationship Management; Opportunities; Marketing Strategy; Leadership Style; Problems and Challenges; Growth and Development Strategy; Retail Industry; Electronics Industry
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Elberse, Anita, John T. Gourville, and Das Narayandas. "Angels and Devils: Best Buy's New Customer Approach (A)." Harvard Business School Case 506-007, September 2005. (Revised February 2007.)
  • 01 Jun 2022
  • News

The Exchange: Same Great Price, Now with Fewer Chips

John Gourville and Alex MacKay (Image by John Ritter) Rising inflation and pandemic-related supply-chain challenges are driving up prices at the... View Details
Keywords: Miscellaneous Store Retailers; Retail Trade
  • 02 May 2017
  • First Look

First Look at New Research: May 2, 2017

Louis T. Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=52575 The Cross Section of Bank Value By: Egan, Mark, Stefan Lewellen, and Adi Sunderam Abstract—We study the determinants of value... View Details
Keywords: Carmen Nobel
  • 06 Nov 2012
  • First Look

First Look: November 6

understood and managed. The key to success? Incentives. Fortunately, new research has shed light on the role incentives can play in promoting new ideas, but these findings have been absent from innovation literature-until now. By using... View Details
Keywords: Sean Silverthorne
  • July 2001 (Revised August 2005)
  • Case

Medicines Company, The

By: John T. Gourville
It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures. It is intended to be a better alternative to Heparin, an 80-year-old drug that costs less then $10 per dose. The... View Details
Keywords: Business Model; Change Management; Decision Choices and Conditions; Cost Management; Price; Product Marketing; Product Launch; Product Development; Risk and Uncertainty; Health Industry; Pharmaceutical Industry
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Gourville, John T. "Medicines Company, The." Harvard Business School Case 502-006, July 2001. (Revised August 2005.)
  • April 2002 (Revised July 2002)
  • Case

Imagicast

By: John T. Gourville and Alison Berkley Wagonfeld
Imagicast has brought to market an interactive, multimedia retail kiosk designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to sell a single kiosk. Time... View Details
Keywords: Forecasting and Prediction; Crisis Management; Product Launch; Demand and Consumers; Sales; Technology; Retail Industry; United States
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Gourville, John T., and Alison Berkley Wagonfeld. "Imagicast." Harvard Business School Case 502-052, April 2002. (Revised July 2002.)
  • May 2005 (Revised April 2006)
  • Background Note

Note on Innovation Diffusion: Rogers' Five Factors

By: John T. Gourville
Reviews Everett Rogers' Five Factors of product adoption. These factors help explain why some products diffuse rapidly and some slowly or not at all. View Details
Keywords: Technology Adoption; Innovation and Invention
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Gourville, John T. "Note on Innovation Diffusion: Rogers' Five Factors." Harvard Business School Background Note 505-075, May 2005. (Revised April 2006.)
  • November 2009 (Revised March 2011)
  • Case

New York Life and Immediate Annuities

By: Julio J. Rotemberg and John T. Gourville
By positioning Immediate Annuities as "guaranteed lifetime income," New York Life has built itself a $1.4 billion per year business by 2009. However, to make Immediate Annuities a mainstream financial product for retirees, New York Life must understand why many... View Details
Keywords: Insurance; Personal Finance; Product Marketing; Consumer Behavior; Retirement; Salesforce Management; Insurance Industry
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Rotemberg, Julio J., and John T. Gourville. "New York Life and Immediate Annuities." Harvard Business School Case 510-040, November 2009. (Revised March 2011.)
  • November 2003 (Revised April 2004)
  • Background Note

Why Consumers Don't Buy: The Psychology of New Product Adoption

By: John T. Gourville
Looks at the consumer psychology of new product adoption. Identifies a key reason why consumers do not adopt innovations as quickly as developers think they should--an irrational resistance to behavioral change. Identifies strategies for firms to manage and overcome... View Details
Keywords: Product Launch; Consumer Behavior; Social Psychology
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Gourville, John T. "Why Consumers Don't Buy: The Psychology of New Product Adoption." Harvard Business School Background Note 504-056, November 2003. (Revised April 2004.)
  • Web

Leadership Fellows | Social Enterprise | Harvard Business School

Richard and Helen Bibbero Fund, David J. Dunn Fund, Horace W. Goldsmith Foundation/Richard L. Menschel Endowment, Richard Lumpkin Dean’s Discretionary Fund, Margaret T. Morris Foundation Endowment, Carl and Lily Pforzheimer Foundation... View Details
  • Web

HBR Classics - Alumni

A. Heifetz and Marty Linsky Cracking the Code of Change , Michael Beer and Nitin Nohria Leading Change - Why Transformation Efforts Fail , John P. Kotter Tipping Point Leadership , W. Chan Kim and Renee Mauborgne Global Collaboration Are... View Details
  • 16 Sep 2015
  • News

Rethink pricing to create shared—and expanded—value

John T. Gourville, the Albert J. Weatherhead Jr. Professor of Business Administration, advocates that value be shared by a firm and its customers. “Without a willing customer,... View Details
  • April 2008
  • Supplement

Ti-Tech (B)

By: Benson P. Shapiro and John T. Gourville
This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity... View Details
Keywords: Decisions; Order Taking and Fulfillment; Production; Performance Capacity; Marketing Strategy; Bids and Bidding; Manufacturing Industry; Industrial Products Industry; United States
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Shapiro, Benson P., and John T. Gourville. "Ti-Tech (B)." Harvard Business School Supplement 508-096, April 2008.
  • February 2002
  • Case

Fighting AIDS and Pricing Drugs

By: John T. Gourville
In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant... View Details
Keywords: Developing Countries and Economies; Patents; Price; Strategy; Globalized Markets and Industries; Pharmaceutical Industry
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Gourville, John T. "Fighting AIDS and Pricing Drugs." Harvard Business School Case 502-061, February 2002.
  • June 2012
  • Article

Pricing to Create Shared Value

By: Marco Bertini and John T. Gourville
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that... View Details
Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness
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Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
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