Publications

13 Sep 2011
First Look

First Look: September 13

argue the authors of Higher Ambition. In fact, as global competition stiffens and enterprises face increasing public scrutiny, successful leaders must win on all fronts-with their people, their customers,... View Details

Keywords: Sean Silverthorne

September 1974 (Revised April 1975)
Case

Ocean Spray Cranberries, Inc. (A)

At the conclusion of a small-scale pilot survey, management must decide whether to invest in a larger survey or terminate the project. The objective of the study is to use psychographic measurement techniques to study the alternative positions of cranberry sauce.... View Details

Keywords: Surveys; Product Positioning; Mathematical Methods; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry

24 Jun 2008
First Look

First Look: June 24, 2008

Patenting on the Rate, Quality, and Direction of (Public) Research Output Authors: Pierre Azoulay, Waverly Ding, and Toby E. Stuart Periodical: Journal of Industrial Economics... View Details

Keywords: Martha Lagace

25 Jul 2007
Lessons from the Classroom

The Evolution of Apple

In the context of the computer industry at large, professor David Yoffie explores the ups and downs of a company that's always been a bit different in "Apple Computer, 2006." The case poses this... View Details

Keywords: by Julia Hanna; Computer; Technology

September 2017 (Revised June 2019)
Case

The ABN AMRO World Tennis Tournament

By: Anita Elberse and Saskia Van Rheenen

Should the ABN AMRO World Tennis Tournament gamble most of its player budget on superstar player Rafael Nadal, even after the event’s previous two editions saw Nadal and Roger Federer pull out at the last moment due to injury, leaving the tournament without any... View Details

Keywords: Superstar; Talent; General Management; Marketing; Sports; Media; Entertainment; Talent and Talent Management; Negotiation; Strategy; Sports Industry; Sports Industry; Sports Industry

26 Jun 2000
Research & Ideas

Presentation Round-Up

creation, production, delivery and use of the Web, as well as toward a service delivery infrastructure. Panelist Katie Burke (HBS MBA '95) noted Web-based e-mail as a good example of how and why software is... View Details

Keywords: by Martha Lagace & Kenneth Liss; Technology; Communications; Telecommunications

January 2019 (Revised January 2021)
Case

The Louvre

By: Rohit Deshpandé, Francois-Lucien Vulliermet and Daniela Beyersdorfer

Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world’s largest and most visited museum in 2017. Its President Director Jean-Luc Martinez had since 2013 spearheaded its development and... View Details

Keywords: Customer-centricity; Cultural Organizations; Museum; Brand; Customer Focus and Relationships; Mission and Purpose; Culture; Education; Brands and Branding; Marketing; Fine Arts Industry

15 Apr 2014
First Look

First Look: April 15

of India's Public R&D Laboratories By: Khanna, Tarun, and Prithwiraj Choudhury Abstract—In this paper, we build on the standard resource dependence theory and its departure suggested by Vernon to offer a... View Details

Keywords: Sean Silverthorne

March 1992 (Revised April 1995)
Case

Saatchi & Saatchi Co. PLC: Corporate Strategy

By: David J. Collis

Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas before crashing in 1989. Under a new CEO, the company restructured and refocused on its advertising agencies. View Details

Keywords: Restructuring; Globalized Firms and Management; Corporate Strategy; Diversification; Advertising Industry

May 2003
Case

Liz Claiborne, Inc.

By: Rajiv Lal, Walter J. Salmon and Edie Prescott

Discusses the business portfolio emphasis of a large multibrand manufacturer and the future of department stores as well as how relationships between manufacturers and key customers can be improved. View Details

Keywords: Forecasting and Prediction; Investment Portfolio; Brands and Branding; Production; Business and Stakeholder Relations; Apparel and Accessories Industry

07 Nov 2006
First Look

First Look: November 7, 2006

market in over-the-counter derivatives. Others focus on the social consequences of globalization and new modes of communication, evaluating the introduction of new information... View Details

Keywords: Sean Silverthorne

28 Jan 2002
Research & Ideas

Read All About It! Newspapers Lose Web War

value created when these new markets are built. Q: What will the next phase of your research entail? A: My future research in this area will go in two directions. First, I will continue to look at the newspaper View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation; Information; Publishing

15 Nov 2016
First Look

November 15, 2016

Fall 2016 Journal of Economic Perspectives Global Talent Flows By: Kerr, William R., Sari Pekkala Kerr, and Çağlar Özden Abstract—The global distribution of talent is highly... View Details

Keywords: Sean Silverthorne

May 2000
Supplement

Launching the BMW Z3 Roadster

By: Robert J. Dolan and Susan M. Fournier

Contains two BMW Z3 television commercials used at launch, a Jay Leno Tonight Show segment, a Bryant Gumbel Today Show segment, Central Park PR event coverage, and Go: An American Road Story (promotional video from BMW). View Details

Keywords: Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Auto Industry

February 2009 (Revised December 2010)
Case

Windows Vista

By: Benjamin Edelman

Microsoft designs, modifies, publicizes, and distributes Windows Vista—against a backdrop of consumers already largely satisfied with their existing Windows XP systems. Microsoft must decide what features to include and what to drop, how to compete with its own... View Details

Keywords: Product Launch; Demand and Consumers; Partners and Partnerships; Competition; Software; Computer Industry

July 2003 (Revised September 2003)
Case

Refinancing of Shanghai General Motors (A), The

By: Mihir A. Desai and Mark Veblen

The CFO of General Motors' joint venture in Shanghai, Shanghai General Motors (SGM), wants to refinance almost $900 million of project finance it raised to begin operations. The highest priority is improving the terms of the financing with regard to costs and specific... View Details

Keywords: Business Subsidiaries; Multinational Firms and Management; Joint Ventures; Financing and Loans; Auto Industry; Shanghai

2004
Chapter

European Clusters

By: Christian H.M. Ketels

Keywords: Industry Clusters; Europe

Read Now

March 2022
Case

Talent@Tencent

By: Tarun Khanna, Shu Lin and Nancy Hua Dai

On November 11, 2016, Xi Dan, Senior Vice President of Tencent, and Ma Yongwu, Dean of Tencent Academy, were discussing how Tencent could develop new capabilities to sustain its growth miracle and entry into new technologies, expansion into B2B businesses, and... View Details

Keywords: B2B; Talent and Talent Management; Training; Emerging Markets; Entrepreneurship; Globalization; Human Resources; Innovation and Management; Leadership Development; Business Strategy; Information Technology; Internet and the Web; China

December 2012
Article

Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

By: Jill Avery

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's... View Details

Keywords: Brands; Brand Building; Brand Equity; Brand Management; Brand Positioning; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Behavior; Gender; Identity; Customer Focus and Relationships; Auto Industry; Auto Industry