Publications

Research Summary

Overview

By: Rohit Deshpande

Customer Centricity Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high... View Details

December 1999 (Revised January 2000)
Case

Agrochemicals at Ciba-Geigy AG (B)

By: Michael L. Tushman, Wendy Smith and Daniel Radov

Focuses on Pierre Urech's efforts to change the division structure at Ciba-Geigy to facilitate the marketing of the new product. Details the relationships Urech cultivates and the strategy he pursues as "product champion." Also describes the restructuring of the... View Details

Keywords: Change Management; Innovation Strategy; Innovation and Management; Leadership Development; Leadership Style; Research and Development; Marketing Strategy; Goods and Commodities; Product Development; Pharmaceutical Industry; Switzerland

17 Aug 2010
News

Economy Led to Cuts in Use of Health Care

May 2002 (Revised May 2003)
Case

Sa Sa Cosmetics

By: David E. Bell and Iris T. Li

Sa Sa Cosmetics has had spectacular success as a low-price retailer of branded cosmetics. But recently, growth has slackened. What are the causes? This case describes recent strategic initiatives and provides market research data to aid the students in diagnosis. View Details

Keywords: Crisis Management; Management Analysis, Tools, and Techniques; Brands and Branding; Marketing Strategy; Distribution; Beauty and Cosmetics Industry; Fashion Industry

19 Dec 2023
Research & Ideas

The 10 Most Popular Articles of 2023

life that includes rest, relationships, and a rewarding career. Is AI Coming for Your Job?In a post-AI world, where an algorithm can draft marketing copy—or even pop songs and movie scripts—anything seems possible. Harvard Business School... View Details

Keywords: by Danielle Kost

09 May 2012
Research & Ideas

Clayton Christensen’s “How Will You Measure Your Life?”

responded in a 2002 press release. "We have not seen a business model that is financially viable in the long term in this arena. Online rental services are 'serving a niche market.' " Netflix, on the other hand, thought this View Details

07 Apr 2023
Research & Ideas

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

With limited regulatory enforcement and few gatekeepers, crypto influencers with large social-media audiences can move global markets with a single tweet. The most prominent, including celebrities like Kim Kardashian and Lindsay Lohan,... View Details

Keywords: by Kristen Senz

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

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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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

13 Jul 2021
Research & Ideas

Outrage Spreads Faster on Twitter: Evidence from 44 News Outlets

media users. Boosting engagement with negativity Right- and left-leaning news organizations both used negativity to engage their audiences on Twitter at roughly the same rate, and the research shows no significant difference in the levels... View Details

Keywords: by Kristen Senz; Media & Broadcasting

18 Oct 2010
News

Honorable Mention

October 2000 (Revised April 2001)
Case

Cost of Capital at Ameritrade

By: Mark L. Mitchell and Erik Stafford

Ameritrade Holding Corp. is planning large marketing and technology investments to improve the company's competitive position in deep-discount brokerage by taking advantage of emerging economies of scale. In order to evaluate whether the strategy would generate... View Details

Keywords: Developing Countries and Economies; Asset Pricing; Cash Flow; Cost of Capital; Investment; Marketing; Mathematical Methods; Competition; Information Technology; Internet and the Web; Financial Services Industry

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

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November 1997 (Revised July 1999)
Case

Guidant: Cardiac Rhythm Management Business (A)

By: Steven C. Wheelwright and Mikelle Eastley

Examines the choices Guidant must make in research and development spending and new product development. More specifically, CEO Jay Graf considers the payoffs and tradeoffs of using product development skills that he learned in CPI's core business when applied to a... View Details

Keywords: Marketing Strategy; Product Marketing; Product Development; Business or Company Management; Management Skills; Research and Development; Business Strategy; Communication; Product Design; Market Design; Organizational Design; Medical Devices and Supplies Industry

06 Jun 2007
Research & Ideas

Behavioral Finance—Benefiting from Irrational Investors

new shares you suddenly own of a company that you never intended to buy in the first place? Logic suggests that you would be likely to sell those shares. But research by Associate Professor Malcolm Baker, Professor Joshua Coval, and... View Details

Keywords: by Julia Hanna

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