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  • Article

When the Name Is the Game

By: Marco Bertini, John Gourville and Elie Ofek
In Romeo and Juliet, the fair maiden asks, "What's in a name?" When it comes to marketing next-generation products for the global marketplace, we have done extensive research and found that names can play an enormous role in a product's success. View Details
Keywords: Next-generation Products; Product Development; Brands and Branding; Marketing; Global Range
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  • 2014
  • Book

Cost Accounting: A Managerial Emphasis

By: Charles T. Horngren, Srikant M. Datar and Madhav Rajan
Cost Accounting defined the cost accounting market and continues to innovate today by consistently integrating the most current practice and theory into the text. This acclaimed, market-leading text emphasizes the basic theme of "different costs for different... View Details
Keywords: Cost Accounting; Management
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  • 05 Dec 2023
  • Research & Ideas

Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales

Virtual tours helped propel homebuying through the height of COVID-19. But now that life is back to normal, new research finds these 3D tours don’t significantly boost sale prices and may even prolong a property’s time on the market. When... View Details
Keywords: by Rachel Layne; Real Estate

    Frank V. Cespedes

    Frank Cespedes is Senior Lecturer in the Entrepreneurial Management Unit. He received his B.A. from the City College of New York, M.S. from M.I.T. and Ph.D. from Cornell University.

    At Harvard, he has developed and taught a variety of MBA and executive... View Details

    • 05 May 2022
    • Research & Ideas

    Why Companies Raise Their Prices: Because They Can

    Grocery bills may be ridiculously high these days, but supply chain problems, energy costs, and inflation aren’t the only factors to blame. New research suggests that companies are raising prices simply because they can. In 2021, US... View Details
    Keywords: by Rachel Layne
    • 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
    • October 1981 (Revised June 1985)
    • Case

    Vicks Health Care Division: Project Scorpio (A)

    The Vicks Health Care Division lacks a solid form entry in the OTC colds care category and has developed a "me-too" product. The main issues are whether there is an opportunity for the product, and, if so, how it should be positioned. Main teaching objectives are to... View Details
    Keywords: Product Positioning; Health Care and Treatment; Product Launch; Market Participation; Health Industry
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    • November 1992 (Revised June 1994)
    • Case

    Packaged Products Company: Handy-Pak Introduction

    By: Frank V. Cespedes and Laura Goode
    The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support... View Details
    Keywords: Price; Marketing; Marketing Channels; Product Launch; Distribution; Planning; Research and Development; Sales; Salesforce Management; Alignment; Consumer Products Industry; Service Industry
    Related
    • 05 Jul 2006
    • Working Paper Summaries

    Measuring Consumer and Competitive Impact with Elasticity Decompositions

    Keywords: by Thomas J. Steenburgh; Advertising
    • 27 Feb 2024
    • Research & Ideas

    Why Companies Should Share Their DEI Data (Even When It’s Unflattering)

    pandemic’s uneven demands on labor markets and supply chains. The study notes that Amazon’s 2020 EEO-1 suggested that three in five workers hired to cover the pandemic surge in sales were people of color, but only 3.6 percent of its... View Details
    Keywords: by Shalene Gupta
    • June 2004 (Revised May 2005)
    • Case

    Judah Folkman and the War on Cancer

    Judah Folkman, professor in the Division of Vascular Biology at Children's Hospital in Boston, is considering how best to advance the research in his lab in an era where biomedical research has gotten more interdisciplinary and collaborative. Specifically, Folkman has... View Details
    Keywords: Conflict of Interests; Leadership; Research; Personal Development and Career; Health Care and Treatment; Collaborative Innovation and Invention; Biotechnology Industry; Health Industry; Boston
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      Christopher T. Stanton

      Christopher Stanton is Marvin Bower Associate Professor of Business Administration in the Entrepreneurial Management Unit. Professor Stanton's research streams focus on personnel economics, organizational economics, labor markets, and entrepreneurship. His MBA... View Details

      • 16 Jul 2021
      • News

      Behind the Research: Julian Zlatev Q+A

      • 19 Nov 2018
      • News

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

      • 25 Jun 2015
      • News

      More Lenders Are Saying Yes to Small-Business Loans

      • 06 Jun 2016
      • Research & Ideas

      Skills and Behaviors that Make Entrepreneurs Successful

      financed them—declared such brick-and-mortar businesses were dinosaurs on their way to extinction. The success of Bluemercury proved the critics wrong. “We’ve always had a hard time being able to identify the skills and behaviors of entrepreneurial leaders” Despite... View Details
      Keywords: by HBS Working Knowledge

        Joshua R. Schwartzstein

        Joshua Schwartzstein is a Professor of Business Administration in the Negotiation, Organizations & Markets Unit. 

        Professor Schwartzstein is a behavioral economist who focuses on incorporating psychologically realistic assumptions about... View Details

        • 14 Jul 2014
        • Research & Ideas

        Pay Attention To Your ‘Extreme Consumers’

        What do Porsche fanatics, a video game hater, and a person who cooked two weeks' worth of meals in a rice cooker have in common? They are all "extreme consumers"—those whose tastes are so out there that mainstream market View Details
        Keywords: by Michael Blanding
        • 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