Publications
Publications
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- All HBS Web
(256)
- Faculty Publications (97)
- October 2002 (Revised January 2003)
- Case
McDonald's Russia: Managing a Crisis
By: Youngme E. Moon and Kerry Herman
In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a severe currency crisis--the ruble has plummeted in value, creating massive inflation and widespread economic disarray.... View Details
- August 2002 (Revised August 2003)
- Case
Electronic Arts Introduces The Sims Online
By: Youngme E. Moon
Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. The new game is called "The Sims Online" and it differs from the original game in two... View Details
- August 2002 (Revised June 2006)
- Case
Great Dakota Bank: Online Banking
By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details
- June 2002
- Case
Vans: Skating on Air
By: Youngme E. Moon and David Kiron
Vans is best known for selling footwear and apparel to skateboarders, surfers, and other alternative sports athletes. In April 2002, Gary Schoenfeld, the CEO, is facing a number of challenges. With respect to footwear, he must decide what to do about two product lines... View Details
- 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
- June 2002 (Revised September 2002)
- Case
Pokemon: Gotta Catch 'Em All (Abridged)
By: Youngme E. Moon
Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details
- June 2002 (Revised July 2002)
- Case
NTT DoCoMo: Marketing i-mode
By: Youngme E. Moon
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
- June 2002 (Revised October 2005)
- Case
Inside Intel Inside
By: Youngme E. Moon and Christina L. Darwall
In early 2002, Pamela Pollace, vice president and director of Intel's worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside"... View Details
- 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
- March 2002 (Revised January 2003)
- Case
Microsoft: Positioning the Tablet PC
By: Youngme E. Moon and Christina L. Darwall
Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment... View Details
- February 2002 (Revised October 2005)
- Case
BMWFilms
By: Youngme E. Moon and Kerry Herman
Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details
- January 2002 (Revised September 2022)
- Case
Aqualisa Quartz: Simply a Better Shower
By: Youngme E. Moon and Kerry Herman
Harry Rawlinson is managing director of Aqualisa, a major U.K. manufacturer of showers. He has just launched the most significant shower innovation in recent history: the Quartz shower. The shower provides significant improvements in terms of quality, cost, and ease of... View Details
- 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
- November 2001 (Revised March 2002)
- Case
Digital Angel
By: Youngme E. Moon and Kerry Herman
Digital Angel is considering the appropriate marketing plan for the launch of its new locator device. The device, a watch and pager worn in combination, provides GPS location information and monitors heart rate and body temperature via body sensors. Parents of young... View Details
- August 2001
- Case
Charmed Technology
By: Youngme E. Moon
Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers, has just released its first product. The "CharmIT" is being billed as the world's first affordable, wearable computer for consumers. The key... View Details
- August 2001 (Revised October 2005)
- Case
Sony AIBO: The World's First Entertainment Robot
By: Youngme E. Moon
The Sony AIBO is the world's first "entertainment" robot. Positioned as a household "companion," the $1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is... View Details
- February 2001
- Teaching Note
BizRate.com
By: Youngme E. Moon
Teaching Note for (9-501-024). View Details
Keywords: Retail Industry
- October 2000 (Revised March 2001)
- Case
BizRate.com
By: Youngme E. Moon
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
- July 2000 (Revised May 2002)
- Case
Gateway: Moving Beyond the Box
By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar
Gateway has opened retail stores to differentiate itself from its competitors (e.g., Dell). Describes how the company has created an excellent service experience, but has struggled financially as a result. View Details