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  • 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
Citation
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Quelch, John A. "General Mills, Inc.: Yoplait Custard-Style Yogurt (A)." Harvard Business School Case 586-087, May 1986. (Revised July 1995.)
  • 21 Jul 2021
  • News

What Does an ESG Score Really Say About a Company?

  • 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
  • 26 Jul 2024
  • Research & Ideas

Why Great Ideas Get Stuck in Universities

Entrepreneurs must overcome many barriers to get discoveries to market, but academic researchers face an additional one they might not realize: themselves. Academics tend to develop a myopic focus on the unique expertise they spend their... View Details
Keywords: by Ben Rand; Biotechnology; Health
  • 14 Sep 2021
  • News

Leemore Dafny on Hospital Prices, Markets, and Antitrust Regulations

  • 17 Jan 2024
  • Research & Ideas

Are Companies Getting Away with 'Cheap Talk' on Climate Goals?

Companies regularly set ambitious climate goals, but these plans often end up like many people’s New Year’s resolutions: unmet aspirations that quietly fizzle out. While companies often gain positive media attention by trumpeting plans for reducing greenhouse gas... View Details
Keywords: by Tim Gray

    John A. Quelch

    John A. Quelch is Executive Vice Chancellor and Distinguished Professor of Social Science at Duke Kunshan University. He is also John DeButts Professor at Duke University's Fuqua School of Business.  Between 2017 and 2023 he was the Leonard M. Miller University... View Details

    Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry
    • 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
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    Shapiro, Benson P., and Lawrence B. Levine. "Hewlett-Packard: Manufacturing Productivity Division (C)." Harvard Business School Case 587-103, December 1986. (Revised January 1988.)

      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

        Ruru Hoong

        Ruru Hoong is a PhD candidate in Economics at Harvard & HBS, on the academic job market AY 2025-26.

        Her research interests span artificial intelligence, digital economics, privacy, and social media, primarily focusing on the (i) optimal design and integration... View Details

        • February 2013
        • Article

        Institutions and Venture Capital

        By: Josh Lerner and Joacim Tag
        We survey the literature on venture capital and institutions and present a case study comparing the development of the venture capital market in the United States and Sweden. Our literature survey underscores that the legal environment, financial market development,... View Details
        Keywords: Venture Capital; Organizations; Taxation; Entrepreneurship; Financial Markets; United States; Sweden
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        Lerner, Josh, and Joacim Tag. "Institutions and Venture Capital." Industrial and Corporate Change 22, no. 1 (February 2013): 153–182.

          Samuel G. Hanson

          Samuel G. Hanson is the William L. White Professor of Business Administration at Harvard Business School, a Research Associate at the National Bureau of Economic Research, and a Faculty Affiliate of the Harvard Economics department. He teaches Finance 1... View Details

          Keywords: asset management; banking; brokerage; federal government; financial services; investment banking industry
          • 12 Oct 2021
          • Research & Ideas

          What Actually Draws Sports Fans to Games? It's Not Star Athletes.

          After COVID-19 shut down most professional sports leagues last year, fans have been eagerly returning to games and matches. But what will keep them coming back after the pandemic? Leagues might assume that their star athletes and state-of-the-art stadiums are enough of... View Details
          Keywords: by Rachel Layne; Sports
          • October 1995 (Revised October 1996)
          • Case

          Disney Consumer Products in Lebanon

          By: John A. Quelch
          The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. View Details
          Keywords: Distribution; Multinational Firms and Management; Market Entry and Exit; Brands and Branding; Consumer Products Industry; Lebanon
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          Quelch, John A. "Disney Consumer Products in Lebanon." Harvard Business School Case 596-060, October 1995. (Revised October 1996.)
          • 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
          Citation
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          Teixeira, Thales S. "The Rising Cost of Consumer Attention: Why You Should Care, and What You Can Do about It." Harvard Business School Working Paper, No. 14-055, January 2014.
          • 06 Dec 2022
          • Research & Ideas

          Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

          research suggests that marketers are well aware of the power of calling something “revised” as a means of selling products. A survey conducted by the researchers with former... View Details
          Keywords: by Michael Blanding; Consumer Products; Retail
          • January 1990 (Revised February 1990)
          • Case

          MSA: The Software Company--Planning the AMAPs Product Line

          By: Robert J. Dolan
          MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should... View Details
          Keywords: Product; Marketing; Mathematical Methods; Software
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          Dolan, Robert J. "MSA: The Software Company--Planning the AMAPs Product Line." Harvard Business School Case 590-069, January 1990. (Revised February 1990.)

            Emily Tedards

            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

            • 17 Jun 2013
            • News

            Need a Car Repair? Ask Your Girlfriend to Negotiate for a Discount

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