Publications

Emily Tedards is a Doctoral Student in the Organizational Behavior program at Harvard Business School and a Doctoral Fellow for the Reimagining the Economy Initiative at Harvard Kennedy School. Emily is interested in interorganizational networks, alliances, and the... View Details

19 Nov 2018
News

Tech’s troubles on Wall Street haven’t hit Boston yet — but they could

2014
Working Paper

The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It

By: Thales S. Teixeira

Attention is a necessary ingredient for effective advertising. The market for consumer attention (or "eyeballs") has become so competitive that attention can be regarded as a currency. The rising cost of this ingredient in the marketplace is causing marketers to waste... View Details

Keywords: Strategy; Advertising

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Research Summary

The Architecture of the Integrated Organization

By: Ranjay Gulati

In this research I explore how organizations balance pressures for efficiency with the need to be responsive at the same time. Operating in turbulent global markets it is increasingly important for firms to embrace both global efficiency and also local responsiveness.... View Details

Research Summary

The Strategic Management of Technology

Clayton M. Christensen's research on the management of technological innovation suggests that for leading firms in a wide variety of industries, developing advanced technologies per se is rarely the constraining challenge in technological innovation. Rather, the... View Details

October 2021
Case

Sparking Growth at Consumer Reports

By: Christina Wallace

Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify its audience and revenue streams CR partnered with market research firm Spark No. 9 to identify potential... View Details

Keywords: Nonprofit Management; Innovation; Entrepreneurship; Marketing; Social Media; Innovation and Management; Nonprofit Organizations

03 Oct 2022
Research & Ideas

Why a Failed Startup Might Be Good for Your Career After All

charismatic but controversial cofounder of WeWork, who quit as CEO in 2019 after a bungled initial public offering amid questions about his business practices. “The market values the experience they have and rewards them in terms of high... View Details

Keywords: by Sean Silverthorne

Article

An Exploration of Marketing's Impact on Society: A Perspective Linked to Democracy

By: John A. Quelch and Katherine Jocz

The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for... View Details

Keywords: Government and Politics; Marketing; Demand and Consumers; Welfare

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Justine is a doctoral student in the Micro Organizational Behavior unit at Harvard Business School. Her research examines how individuals experience and enact meaningful work, particularly in contexts with minimal external constraints. She finds that individuals tend... View Details

May 1986 (Revised July 1995)
Case

General Mills, Inc.: Yoplait Custard-Style Yogurt (A)

By: John A. Quelch

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test... View Details

Keywords: Food; Product Development; Product Marketing; Food and Beverage Industry; United States

17 Jan 2024
HBS Case

Psychological Pricing Tactics to Fight the Inflation Blues

businesses today will need to lean hard on psychological pricing strategies to convince customers to overcome their reluctance to spend, according to recent research by Elie Ofek, the Malcolm P. McNair Professor of View Details

Keywords: by Jay Fitzgerald; Consumer Products; Retail

December 1986 (Revised January 1988)
Case

Hewlett-Packard: Manufacturing Productivity Division (C)

By: Benson P. Shapiro and Lawrence B. Levine

Focuses on the development of a "market driven" culture at Hewlett-Packard (HP); the conflict between autonomous, well integrated divisions making products responsive to their own markets and a greater degree of systems integration at the corporate level; and the... View Details

Keywords: Business Divisions; Marketing; Marketing Strategy; Production; Organizational Culture; Research and Development; Sales; Integration; Manufacturing Industry