Publications
Publications
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- All HBS Web
(4,905)
- Faculty Publications (1,379)
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
- March 2011
- Teaching Note
TopCoder (A): Developing Software through Crowdsourcing (TN)
By: Karim R. Lakhani and Eric Lonstein
Teaching Note for 610032. View Details
- March 2011 (Revised June 2012)
- Case
Office of Technology Transfer - Shanghai Institutes for Biological Sciences
By: Willy Shih, Sen Chai, Kamen Bliznashki and Courtney Hyland
Gordon Zong is trying to teach Chinese universities and research institutes how to do effective technology transfer and IP licensing, but he is trying to do it in an environment with weak property rights and an underdeveloped support infrastructure. As the managing... View Details
- March 2011
- Case
MorphoSys AG: The Evolution of a Biotechnology Business Model
By: Gary P. Pisano, Ryan Johnson and Carin-Isabel Knoop
In the biotech world, the 18-year-old Munich-based company MorphoSys was a rarity: it was profitable. The company achieved this profitability not by developing and selling its own drugs, but by licensing access to its proprietary library of human antibodies. Recently,... View Details
- 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
- February 2011
- Case
Chegg: Textbook Rental Takes Flight
By: Thomas R. Eisenmann, William A. Sahlman and Evan W. Richardson
In late 2010, Silicon Valley-based Chegg, the leading online college textbook rental company, is scaling rapidly. The case recounts Chegg's history from its origins as a distant competitor to Craigslist in college classified listings through a pivot into textbook... View Details
- February 2011 (Revised November 2012)
- Case
Product Development at OPOWER
By: Thomas Eisenmann and Rob Go
OPOWER, a software startup that helps utilities engage their customers in ways that reduce energy consumption, is scaling rapidly. The company's new head of product management has designed a system to address a point of constant tension: whether to build custom... View Details
- February 2011 (Revised November 2012)
- Case
PatientsLikeMe: An Online Community of Patients
By: Sunil Gupta and Jason Riis
PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS... View Details
- February 2011
- Teaching Note
Porsche: The Cayenne Launch (TN)
By: John Deighton and Jill Avery
Teaching Note for 511-068. View Details
- February 2011 (Revised August 2012)
- Teaching Note
Emotiv Systems Inc.: It's the Thoughts that Count (TN)
By: Elie Ofek and Natalie Kindred
Teaching Note for 510050. View Details
- 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
- January 2011
- Case
Aardvark
By: Thomas R. Eisenmann, Alison Berkley Wagonfeld and Lauren Barley
Aardvark is an online social search service that allows users to pose questions and receive answers from other users in their extended social network. The case explores the process that Aardvark's founders used to design and develop their product based on intensive... View Details
- 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
- 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
- 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
- 2011
- Working Paper
From Social Control to Financial Economics: The Linked Ecologies of Economics and Business in Twentieth Century America
By: Marion Fourcade and Rakesh Khurana
As the main producers of managerial elites, business schools represent strategic research sites for understanding the formation of economic practices and representations. This article draws on historical material to analyze the changing place of economics in American... View Details
- Article
The Social Utility of Feature Creep
By: Debora V. Thompson and Michael I. Norton
Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details
- 2011
- Teaching Note
UFIDA (D) (TN)
By: F. Warren McFarlan, Ping He, Xiohua Wu and Lijuan Liu
This case describes the financing decisions of a software company at difference stages of its development. Started from 1988 as an individual business, along with the "Reform and Open" policy of China, the firm has experienced tremendous growth, and has become a... View Details
- December 2010 (Revised October 2021)
- Case
Silver Lake
By: David J. Collis and Elizabeth A. Kind
Dave Roux, co-founder and chairman of Silver Lake, a private equity (PE) firm specializing in technology investments, was meeting with the firm's investment committee via video conference to discuss options for Silver Lake's future growth. While the private equity... View Details
- November 2010
- Case
Spudnik, Inc.
By: William A. Sahlman and Elizabeth A. Kind
This case describes the plan to finance a revolutionary new television set manufacturing business in late 2009. Yatin Mundkur, a venture capitalist at Artiman Ventures, has recruited a team of veteran eecutives from the optical disk drive business, to design large... View Details