Publications

June 2023
Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza

Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details

13 Feb 2014
HBS Seminar

David Moss, Harvard Business School

9 AM – 10 AM EDT, 23 Oct 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: October 23, 2019 - December 4, 2019 View Details

9 AM – 10 AM EDT, 27 Mar 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: March 27, 2019 - May 8, 2019 View Details

April 1999
Teaching Note

Issues in Technology Strategy TN

By: Clayton M. Christensen

Provides instructors with an overview for the module in the Managing Innovation course, Issues in Technology Strategy. Provides an overview of the frameworks introduced in the module that can help managers in their efforts to formulate strategies relating to several... View Details

Keywords: Decisions; Investment; Innovation and Management; Innovation Strategy; Research; Technology Adoption; Technology Industry

June 2012
Article

The Economic Value of Celebrity Endorsements

By: Anita Elberse and Jeroen Verleun

What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete... View Details

Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return

Find at Harvard

Read Now

Jeremy Yang is an Assistant Professor of Business Administration in the Marketing Unit at Harvard Business School. He teaches Marketing in the MBA required curriculum. He develops data products for... View Details

Keywords: advertising; media; entertainment; information; consumer products

07 Jun 2023
Blog Post

My One Case: MBA Class of 2023 Looks Back

How many cases do MBA students read over their two years at Harvard Business School (HBS)? 500. Ranging in topics from finance to entertainment to sustainability, cases share the story of a business leader (the case protagonist) making a key View Details

May 2000 (Revised May 2001)
Case

Debt Policy at UST Inc.

UST, Inc. is a very profitable smokeless tobacco firm with low debt compared to other firms in the tobacco industry. The setting for the case is UST's recent decision to substantially alter its debt policy by borrowing $1 billion to finance its stock repurchase... View Details

Keywords: Capital Structure; Consumer Products Industry; Agriculture and Agribusiness Industry

Leslie K. John is a Professor of Business Administration at Harvard Business School. Currently, she teaches on the topics of Negotiation, Marketing and Behavioral Economics in various Executive Education courses, including in the Program for Leadership Development.... View Details

Keywords: diet services; health care; internet; marketing industry

March 2020
Case

Forbidden City: Launching a Craft Beer in China

By: Christopher A. Bartlett and Carole Carlson

This case describes a difficult choice faced by Victor Wang, Managing Director of Singapore-based Eurasian Brewing Company (EBC), concerning the competing product launch plans of Le Jie, Vice President of EBC's China and East Asian operations, and Vivian Chin, EBC's... View Details

Keywords: Subsidiary Management; Craft Brewing; Strategy; Decision Making; Organizational Structure; Business Model; Growth and Development Strategy; Entrepreneurship; Management Style; Food and Beverage Industry; China; East Asia

October 1992 (Revised February 1996)
Exercise

Exercises on the Value of Information

Consists of five exercises. Using simplified decision problems, the exercises illustrate how to value perfect information in decisions under uncertainty. View Details

Keywords: Information; Valuation

03 Nov 2021
Blog Post

Recent Grad Reflections: From Being Cold Called to Becoming a Case Protagonist

change the perception of what an “ideal VC” is. When I was an MBA student, one of my favorite aspects of the case method was stepping into the shoes of the case protagonist to make a decision from their perspective. Yet never in my... View Details

27 Sep 2021
Blog Post

Working to Change the Food System

Jesse Lou (MBA 2022) reflects on his decision to come to HBS, what motivates him to make a difference in the world by using technology to build a more sustainable food system, and how he has utilized resources at HBS to make this happen.... View Details

November 1991 (Revised August 1994)
Background Note

Relevant Costs and Revenues

By: Arthur Schleifer Jr.

Develops the idea that the relevance of costs and revenues depends on what decisions are under consideration. Revenues and costs are relevant if they would be different under one decision choice than under the other. Teaching purpose: Basic background material for... View Details

Keywords: Decision Choices and Conditions; Cost; Revenue; Framework; Managerial Roles; Risk and Uncertainty