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      • April 2011
      • Teaching Note

      Porcini's Pronto: "Great Italian cuisine without the wait!" (Brief Case)

      By: James L. Heskett and Richard Luecke
      Teaching Note to 4277. View Details
      Keywords: Franchising; Syndication; Quantitative Analysis; Performance Measurement; Human Resource Management; Incentives; Motivation; Management; Motivation and Incentives; Consumer Behavior; Mathematical Methods; Franchise Ownership; Human Resources; Performance Evaluation
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      Heskett, James L., and Richard Luecke. Porcini's Pronto: "Great Italian cuisine without the wait!" (Brief Case). Harvard Business School Teaching Note 114-278, April 2011.
      • Article

      Putting the 'Relationship' Back into CRM

      By: Susan Fournier and Jill Avery
      Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and... View Details
      Keywords: Marketing; CRM; Customer Relationship Management; Brand Building; Brand Management; Customer Lifetime Value; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Consumer Products Industry
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      Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
      • March 2011 (Revised August 2012)
      • Case

      Groupon

      By: Sunil Gupta, Ray Weaver and Dharmishta Rood
      On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details
      Keywords: Budgets and Budgeting; Customers; Entrepreneurship; Growth and Development; Marketing Channels; Competitive Strategy; Value Creation
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      Gupta, Sunil, Ray Weaver, and Dharmishta Rood. "Groupon." Harvard Business School Case 511-094, March 2011. (Revised August 2012.)
      • March 2011 (Revised December 2012)
      • Case

      Demand Media

      By: John Deighton and Leora Kornfeld
      Google search had helped Demand Media grow to be a $1.9 billion online publisher. Then, social media and smartphone apps began to change the way people navigated the Internet. How should Demand Media respond? The business ran on a radically new model in which a stable... View Details
      Keywords: Business Model; Information Publishing; Consumer Behavior; Customization and Personalization; Internet and the Web; Publishing Industry
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      Deighton, John, and Leora Kornfeld. "Demand Media." Harvard Business School Case 511-043, March 2011. (Revised December 2012.) (request a courtesy copy.)
      • Article

      An Exploration of Optimal Stabilization Policy

      By: N. Gregory Mankiw and Matthew C. Weinzierl
      This paper examines the optimal response of monetary and fiscal policy to a decline in aggregate demand. The theoretical framework is a two-period general equilibrium model in which prices are sticky in the short-run and flexible in the long-run. Policy is evaluated by... View Details
      Keywords: Fiscal Policy; Monetary Policy; Economic Models; Aggregate Demand; Demand and Consumers; Money; Mathematical Methods; Taxation; Spending; Policy; Welfare; Household; Economic Slowdown and Stagnation
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      Mankiw, N. Gregory, and Matthew C. Weinzierl. "An Exploration of Optimal Stabilization Policy." Brookings Papers on Economic Activity (Spring 2011). (Also Harvard Business School Working Paper, No. 11-113, May 2011 and NBER Working Paper Series, No. 17029, May 2011.)
      • March 2011
      • Article

      Cheaper Patents

      By: Tom Nicholas
      The 1883 Patents Act in Britain provides perspective for modern patent policy reforms because it radically changed incentives for inventors by reducing filing fees by 84 percent. Patents increased 2.5 fold after the reform, which was evenly distributed across the... View Details
      Keywords: Patents; Global Range; Distribution; Demand and Consumers; Organizational Structure; Business Processes; Innovation and Invention; Innovation and Management; Policy; Governing Rules, Regulations, and Reforms; Fluctuation; Motivation and Incentives; Distribution Industry; United States; Great Britain
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      Nicholas, Tom. "Cheaper Patents." Research Policy 40, no. 2 (March 2011).
      • March 2011
      • Article

      Do Sell-Side Stock Analysts Exhibit Escalation of Commitment?

      By: John Beshears and Katherine L. Milkman
      This paper presents evidence that when an analyst makes an out-of-consensus forecast of a company's quarterly earnings that turns out to be incorrect, she escalates her commitment to maintaining an out-of-consensus view on the company. Relative to an analyst who was... View Details
      Keywords: Escalation Of Commitment; Stock Market; Updating; Behavioral Economics; Motivation and Incentives; Behavior; Consumer Behavior; Financial Markets; Forecasting and Prediction
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      Beshears, John, and Katherine L. Milkman. "Do Sell-Side Stock Analysts Exhibit Escalation of Commitment?" Journal of Economic Behavior & Organization 77, no. 3 (March 2011): 304–317.
      • 2011
      • Working Paper

      The 'IKEA Effect': When Labor Leads to Love

      By: Michael I. Norton, Daniel Mochon and Dan Ariely
      In a series of studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate the boundary conditions for what we term the "IKEA effect&"—the increase in valuation of self-made products. Participants saw their... View Details
      Keywords: Investment; Labor; Resource Allocation; Valuation
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      Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Harvard Business School Working Paper, No. 11-091, March 2011.
      • February 2011 (Revised May 2011)
      • Case

      Utilis: Designing, Producing, and Selling Rapid Deployment Shelters for a Troubled World

      By: Herman B. Leonard, Daniela Beyersdorfer and Simon Harrow
      How can a company that supplies disaster response and humanitarian agencies best handle the intrinsically unpredictable and highly volatile demand for its products? Utilis is a French supplier of rapid-deploy high-end tent solutions for civilian and military uses (such... View Details
      Keywords: Business Model; Growth and Development Strategy; Demand and Consumers; Strategic Planning; Natural Disasters; Competitive Strategy; Consumer Products Industry; Consumer Products Industry; France
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      Leonard, Herman B., Daniela Beyersdorfer, and Simon Harrow. "Utilis: Designing, Producing, and Selling Rapid Deployment Shelters for a Troubled World." Harvard Business School Case 311-096, February 2011. (Revised May 2011.)
      • February 2011 (Revised December 2012)
      • Case

      Coca-Cola on Facebook

      By: John Deighton and Leora Kornfeld
      In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
      Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry
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      Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
      • February 2011 (Revised December 2014)
      • Case

      RentJuice

      By: Thomas Eisenmann and Liz Kind
      RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction... View Details
      Keywords: Renting or Rental; Product Launch; Applications and Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry
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      Eisenmann, Thomas, and Liz Kind. "RentJuice." Harvard Business School Case 811-069, February 2011. (Revised December 2014.)
      • February 2011 (Revised March 2021)
      • Case

      Hindustan Unilever's 'Pureit' Water Purifier

      By: V. Kasturi Rangan and Mona Sinha
      The case asks students to formulate a strategy to respond to various competitive threats to its Pureit Water purifier, launched in 2008, targeted at millions of low-income Indian consumers who did not have access to safe drinking water. The case describes in detail the... View Details
      Keywords: Multinational Firms and Management; Marketing Strategy; Product Launch; Product Development; Social Enterprise; Competitive Strategy; India
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      Rangan, V. Kasturi, and Mona Sinha. "Hindustan Unilever's 'Pureit' Water Purifier." Harvard Business School Case 511-067, February 2011. (Revised March 2021.)
      • February 2011
      • Article

      The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

      By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
      We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
      Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry
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      Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
      • February 2011
      • Article

      Welfare Payments and Crime

      By: C. Fritz Foley
      Analysis of daily reported incidents of major crimes in twelve U.S. cities reveals an increase in crime over the course of monthly welfare payment cycles. This increase reflects an increase in crimes that are likely to have a direct financial motivation like burglary,... View Details
      Keywords: Crime and Corruption; Motivation and Incentives; Welfare; United States
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      Foley, C. Fritz. "Welfare Payments and Crime." Review of Economics and Statistics 93, no. 1 (February 2011): 97–112.
      • January 2011 (Revised January 2011)
      • Case

      Marvel Enterprises, Inc. (Abridged)

      By: Anita Elberse
      The management team of Marvel Enterprises, known for its universe of superhero characters that includes Spider-Man, the Hulk, and X-Men, must reevaluate its marketing strategy. In June 2004, only six years after the company emerged from bankruptcy, Marvel has amassed a... View Details
      Keywords: Business Model; Intellectual Property; Rights; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Entertainment and Recreation Industry
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      Elberse, Anita. "Marvel Enterprises, Inc. (Abridged)." Harvard Business School Case 511-097, January 2011. (Revised January 2011.)
      • January 2011
      • Case

      AIC Netbooks: Optimizing Product Assembly

      By: Steven C. Wheelwright and Sunru Yong
      AIC Systems, located in Taichung, Taiwan, is a manufacturer of printed circuit boards, primarily for motherboards and video cards for personal computers. The firm is considered an original design manufacturer (ODM) and takes an active role in innovating and designing... View Details
      Keywords: Performance Management; Quantitative Analysis; Manufacturing; Production Planning; Production Management; Diversification; Production; Performance Efficiency; Product Design; Performance Improvement; Mobile Technology; Manufacturing Industry; Electronics Industry; Taiwan
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      Wheelwright, Steven C., and Sunru Yong. "AIC Netbooks: Optimizing Product Assembly." Harvard Business School Brief Case 114-245, January 2011.
      • January 2011
      • Case

      Clean Edge Razor: Splitting Hairs in Product Positioning

      By: John A. Quelch and Heather Beckham
      After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details
      Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Consumer Products Industry
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      Quelch, John A., and Heather Beckham. "Clean Edge Razor: Splitting Hairs in Product Positioning." Harvard Business School Brief Case 114-249, January 2011.
      • January 2011 (Revised November 2014)
      • Case

      Mochi Media

      By: Thomas R. Eisenmann and Amit Jain
      In late 2009, the management of Mochi Media, a venture-backed startup, must decide how to invest scarce resources to achieve continued growth. Mochi has developed a three-sided platform, connecting Flash game developers, sites that aggregate these games, and... View Details
      Keywords: Business Model; Business Startups; Games, Gaming, and Gambling; Entrepreneurship; Growth and Development Strategy; Network Effects; Multi-Sided Platforms; Partners and Partnerships; Competition
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      Eisenmann, Thomas R., and Amit Jain. "Mochi Media." Harvard Business School Case 811-056, January 2011. (Revised November 2014.)
      • January 2011 (Revised April 2024)
      • Case

      Triangulate (A)

      By: Thomas Eisenmann and Lauren Barley
      In October 2010, Triangulate's founder/CEO must determine what product features to develop and what marketing programs to pursue in order to boost the odds of successfully raising another venture capital round for his nine month-old Facebook dating application. The... View Details
      Keywords: Business Model; Business Startups; Entrepreneurship; Venture Capital; Product Launch; Social and Collaborative Networks; Internet and the Web
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      Eisenmann, Thomas, and Lauren Barley. "Triangulate (A)." Harvard Business School Case 811-055, January 2011. (Revised April 2024.)
      • January – February 2011
      • Article

      'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

      By: Elie Ofek, Zsolt Katona and Miklos Sarvary
      The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details
      Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry
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      Ofek, Elie, Zsolt Katona, and Miklos Sarvary. "'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers." Marketing Science 30, no. 1 (January–February 2011).
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