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  • All HBS Web  (6,667)
    • People  (16)
    • News  (1,206)
    • Research  (4,500)
    • Events  (28)
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  • February 2002
  • Case

NeuroTherapy Ventures: Catalyzing Neurologic Innovations

Discusses the impact of limited market size on epilepsy therapies and shows how an early-stage venture fund can catalyze faster development of new treatments. View Details
Keywords: Information Technology; Commercialization; Innovation and Management; Business Startups; Pharmaceutical Industry
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Chesbrough, Henry W. "NeuroTherapy Ventures: Catalyzing Neurologic Innovations." Harvard Business School Case 602-124, February 2002.
  • March 2010
  • Article

Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda

By: Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang
A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research... View Details
Keywords: Value Creation; Problems and Challenges; Research; Customer Relationship Management
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Lilien, Gary L., Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, and Qiong Wang. "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda." Marketing Letters 21, no. 1 (March 2010): 287–299.
  • 27 Feb 2019
  • Research & Ideas

The Hidden Cost of a Product Recall

many types of innovation for the firms that experience them.” There’s also a second, less studied wave of damage, as competitors ramp up product development efforts to snap up displaced customers and solidify View Details
Keywords: by Danielle Kost; Manufacturing; Consumer Products; Auto; Medical Devices & Supplies
  • November 2006
  • Exercise

Sell Yourself!

By: Thomas J. Steenburgh and Michael I. Norton
Helps students develop an effective sales pitch for their greatest asset--themselves. Also, broadens their understanding of how salespeople sell products and services. Before class, students are asked to interview a potential employer and to develop a preliminary sales... View Details
Keywords: Marketing; Sales; Product; Service Operations; Interpersonal Communication; Personal Development and Career
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Steenburgh, Thomas J., and Michael I. Norton. "Sell Yourself!" Harvard Business School Exercise 507-045, November 2006.
  • December 2009 (Revised October 2015)
  • Case

Diamond Foods

By: David E. Bell and Mary Louise Shelman
CEO Michael Mendes has transformed a grower-owned cooperative into a publicly traded top marketer of snack foods. Diamond's organization, culture, product development process, advertising and promotion strategy, and specifically its marketing department have been built... View Details
Keywords: Agribusiness; Business Model; Customer Focus and Relationships; Leadership; Marketing Strategy; Consumer Behavior; Organizational Change and Adaptation; Cooperative Ownership; Agriculture and Agribusiness Industry; Retail Industry; United States
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Bell, David E., and Mary Louise Shelman. "Diamond Foods." Harvard Business School Case 510-013, December 2009. (Revised October 2015.)
  • December 1994 (Revised January 1995)
  • Case

Zoll Medical Corporation (A)

When is a product ready for the market? In this case, engineers present a prototype medical device product to the CEO for approval. The product, developed under a tight deadline, is essentially identical to the main competitor's product, but that competitor is... View Details
Keywords: Innovation and Management; Product Development; Medical Devices and Supplies Industry
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Teisberg, Elizabeth O., and James Leonard. "Zoll Medical Corporation (A)." Harvard Business School Case 795-053, December 1994. (Revised January 1995.)

    Anthony Mayo

    Tony Mayo is the Thomas S. Murphy Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator in the Organizational Behavior Unit of Harvard Business School (HBS).  He currently teaches and serves as the course head for... View Details

    Keywords: advertising; airline; education industry; nonprofit industry; publishing industry; service industry
    • Article

    Divide and Conquer: Competing with Free Technology under Network Effects

    By: Deishin Lee and Haim Mendelson
    We study how a commercial firm competes with a free open source product. The market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its... View Details
    Keywords: Profit; Product Launch; Network Effects; Open Source Distribution; Adoption; Competitive Strategy; Competitive Advantage
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    Lee, Deishin, and Haim Mendelson. "Divide and Conquer: Competing with Free Technology under Network Effects." Production and Operations Management 17, no. 1 (January–February 2008): 12–28.
    • January 2010 (Revised December 2012)
    • Case

    Knight the King: The Founding of Nike

    By: Noam Wasserman and Kyle Anderson
    It had taken Phil Knight 16 long years to build Nike into the number one athletic-shoe company in the country. When Knight had first conceived of the company for an MBA class project, Adidas had had more than 80% market share, but Knight's marketing approach had... View Details
    Keywords: Business Startups; Entrepreneurship; Initial Public Offering; Leadership; Growth and Development Strategy; Marketing Strategy; Competitive Advantage; Apparel and Accessories Industry
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    Wasserman, Noam, and Kyle Anderson. "Knight the King: The Founding of Nike." Harvard Business School Case 810-077, January 2010. (Revised December 2012.)
    • January 1996 (Revised February 1997)
    • Case

    Exploring Brand-Person Relationships: Three Life Histories

    The idea that "relationships" exist between consumers and products has implicitly occupied a central place in brand marketing thought and practice. Now as relational (one-on-one) marketing is said to be replacing transactional (mass) marketing as the dominant paradigm... View Details
    Keywords: Consumer Behavior; Relationships; Brands and Branding
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    Fournier, Susan M. "Exploring Brand-Person Relationships: Three Life Histories." Harvard Business School Case 596-093, January 1996. (Revised February 1997.)
    • 08 Dec 2016
    • Cold Call Podcast

    How Wayfair Built a Furniture Brand from Scratch

    Keywords: Retail
    • November 1996 (Revised February 1997)
    • Case

    Farmington Fresh: Growers Changing Produce Distribution

    By: Ray A. Goldberg and Don Daniels
    Opening up of Asian markets for U.S. produce provided an opportunity for large-scale producers to develop their own packing house and airline to ship their product to Asian markets. Teaching Purpose: How do farmers take a proactive strategy in reaching global produce... View Details
    Keywords: Distribution; Global Strategy; Air Transportation; Asia; United States
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    Goldberg, Ray A., and Don Daniels. "Farmington Fresh: Growers Changing Produce Distribution." Harvard Business School Case 597-047, November 1996. (Revised February 1997.)
    • 17 Dec 2018
    • News

    J&J is a company of the 'highest integrity.' Investors overreact to asbestos report

    • February 2000 (Revised March 2001)
    • Case

    Tata Consultancy Services: High Technology in a Low-Income Country

    Explores the development of the software services industry in India and the challenges facing the market leader as domestic competition intensifies and new countries attempt to replicate India's success. View Details
    Keywords: Competition; Software; Information Technology Industry; India
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    Kennedy, Robert E. "Tata Consultancy Services: High Technology in a Low-Income Country." Harvard Business School Case 700-092, February 2000. (Revised March 2001.)
    • December 1999
    • Case

    Sun Microsystems, Inc. (A5): Solaris 7: Rich Green on Product Strategy and Culture Change

    By: Rosabeth M. Kanter and Jane Roessner
    Solaris, Sun Microsystems' version of the UNIX operating system, was an amorphous collection of capabilities that had accumulated over the years, a product the company vaguely wished it could market and sell better. Developing and marketing Solaris 7 would help... View Details
    Keywords: Digital Platforms; Applications and Software; Organizational Change and Adaptation; Product Positioning; Growth and Development Strategy; Organizational Culture; Success; Change; Diversification; Technology Industry; Computer Industry
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    Kanter, Rosabeth M., and Jane Roessner. "Sun Microsystems, Inc. (A5): Solaris 7: Rich Green on Product Strategy and Culture Change." Harvard Business School Case 300-079, December 1999.
    • June 2025
    • Exercise

    Full-Funnel Advertising on TikTok: An Experiment (Solution)

    By: Jeremy Yang and Ayelet Israeli
    TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment (Solution)." Harvard Business School Exercise 525-067, June 2025.
    • June 2025
    • Supplement

    Full-Funnel Advertising on TikTok: An Experiment

    By: Jeremy Yang and Ayelet Israeli
    TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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    Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Spreadsheet Supplement 525-721, June 2025.
    • January 2023
    • Case

    EKI Energy Services: One Billion Carbon Credits

    By: George Serafeim
    Within nine months from the time of its Initial Public Offering (IPO) in April of 2021, EKI Energy Services (EKI) shares had increased by more than 8,000%. Equally explosive was the growth of the company’s revenues and Earnings Before Interest, Taxes and Depreciation... View Details
    Keywords: Carbon Credits; Carbon Emissions; Growth; Business Analysis; Environmental Sustainability; Corporate Valuation; Climate Change; Accounting; Valuation; Transition; Renewable Energy; Analysis; Product Positioning; India
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    Serafeim, George. "EKI Energy Services: One Billion Carbon Credits." Harvard Business School Case 123-060, January 2023.
    • 07 Mar 2013
    • HBS Seminar

    Mike Toffel, Harvard Business School

    • May 1997 (Revised July 1997)
    • Case

    Vermeer Technologies (B): Realizing the Dream

    By: Ashish Nanda
    The Vermeer team works day and night to develop its software offering, unforeseen difficulties and internal tensions notwithstanding. In less than a year, the product is ready. The Vermeer team waits anxiously for the market to pronounce its verdict. View Details
    Keywords: Internet and the Web; Applications and Software; Business Startups; Product Development; Information Technology Industry
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    Nanda, Ashish, and Georgia Levenson. "Vermeer Technologies (B): Realizing the Dream." Harvard Business School Case 397-080, May 1997. (Revised July 1997.)
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