Publications

30 Apr 2001
Research & Ideas

New Paths to Success in Asia

Businesses in the Asia-Pacific region today are caught up in a dizzying swirl of economic, cultural, political, technological, and social change. Enormous opportunities await managers who can harness these power currents to drive their businesses forward, but their... View Details

Keywords: by Alejandro Reyes & Deborah Blagg

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

Keywords: Consumer Behavior; Internet and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America

April 2004 (Revised September 2004)
Case

IKEA Invades America

By: Youngme E. Moon

In 2002, the IKEA Group is the world's top furniture retailer, with 154 stores worldwide. In the United States, IKEA operates 14 stores, all of which have been enormously popular despite their self-service requirements. The company's goal is to have 50 stores in... View Details

Keywords: Growth and Development Strategy; Brands and Branding; Product Positioning; Goals and Objectives; Competitive Advantage; Globalized Firms and Management; Retail Industry; United States

30 Nov 2023
Blog Post

College Students, Take a Sneak Peek at the HBS MBA

Dr. Youngme Moon is the Donald K. David Professor of Business at Harvard Business School. Professor Moon's research sits at the intersection of strategy, branding innovation, and culture, with a particular... View Details

November 2023
Case

Team Liquid: Fueling the Business of Fandom

By: Youngme Moon and Kerry Herman

In 2023, the co-CEOs of Team Liquid, one of the world's most prominent Esports organizations, are deciding whether and how to evolve their business model to include (1) a greater focus on enterprise revenue; and (2) more direct-to-consumer activity. Team Liquid has one... View Details

Keywords: Business Model; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Organizational Culture; Business and Community Relations; Video Game Industry

10 Oct 2012
Research & Ideas

Taking Advantage of Life’s (Few and Far Between) Inflection Points

grasp those few "inflection points" that present themselves to change our lives—if we recognize the opportunity. Howard Stevenson is the Sarofim-Rock Professor of Business Administration. Slingshot Round the Moon From Howard's Gift:... View Details

Keywords: Re: Howard H. Stevenson

Web

General Management Faculty - Faculty & Research

Administration, Emeritus George F. Baker, Jr. Professor of Public Management Karen Mills Senior Fellow Youngme Moon Donald K. David Professor of Business Administration Lynn S. Paine Baker Foundation... View Details

July 2003 (Revised October 2018)
Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch

Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details

Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry

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

Keywords: Problems and Challenges; Product Launch; Consumer Behavior; Product Positioning; Technological Innovation; Decision Choices and Conditions; Sales; Strategy; Manufacturing Industry; Consumer Products Industry; United Kingdom

July 2022 (Revised February 2023)
Case

Duolingo: Teaching Languages to the Masses

By: Youngme Moon

In early 2022, the CEO of Duolingo—the world's most popular language learning app—is faced with a number of questions involving the company's monetization and growth strategy. View Details

Keywords: Monetization Strategy; Growth and Development Strategy

October 2003 (Revised January 2004)
Case

Burberry

By: Youngme E. Moon, Erika Kussmann, Emma Penick, Susan Wojewoda and Kerry Herman

In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering new product categories and expanding distribution. In the past five years, the brand has become one of the hottest... View Details

Keywords: Brands and Branding; Management Teams; Luxury; Product Launch; Distribution; Product Positioning; Advertising; Market Entry and Exit; Apparel and Accessories Industry; Fashion Industry; United Kingdom

March 2009
Case

The Hotel Bed Wars

By: Youngme E. Moon

This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel... View Details

Keywords: Competitive Strategy; Problems and Challenges; Customization and Personalization; Customers; Accommodations Industry