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      • 2014
      • Other Teaching and Training Material

      Marketing Reading: Segmentation and Targeting

      By: Sunil Gupta
      This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
      Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States
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      Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
      • Article

      How Not to Cut Health Care Costs

      By: Robert S. Kaplan and Derek A. Haas
      Health care providers in much of the world are trying to respond to the tremendous pressure to reduce costs—but evidence suggests that many of their attempts are counterproductive, raising costs and sometimes decreasing the quality of care. Using evidence from field... View Details
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      Kaplan, Robert S., and Derek A. Haas. "How Not to Cut Health Care Costs." Harvard Business Review 92, no. 11 (November 2014): 116–122.
      • Article

      The Allure of Unknown Outcomes: Exploring the Role of Uncertainty in the Preference for Potential

      By: Daniella Kupor, Zakary L. Tormala and Michael I. Norton
      Influence practitioners often highlight a target's achievements (e.g., "she is the city's top-rated chef"), but recent research reveals that highlighting a target's potential (e.g., "she could become the city's top-rated chef") can be more effective. We examine whether... View Details
      Keywords: Risk and Uncertainty; Forecasting and Prediction; Performance Evaluation
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      Kupor, Daniella, Zakary L. Tormala, and Michael I. Norton. "The Allure of Unknown Outcomes: Exploring the Role of Uncertainty in the Preference for Potential." Journal of Experimental Social Psychology 55 (November 2014): 210–216.
      • August 2014 (Revised May 2015)
      • Case

      Teaming at Disney Animation

      By: Amy C. Edmondson, David L. Ager, Emily Harburg and Natalie Bartlett
      Jonathan Geibel, Director of Systems at Walt Disney Animation Studios (hereafter referred to as Disney Animation), walked through the workspace occupied by the group he had been tasked to lead. Geibel knew he was part of a creative and magical environment. The Disney... View Details
      Keywords: Leading Change; Creativity; Organizational Structure; Animation Entertainment; Organizational Culture; Groups and Teams; Motion Pictures and Video Industry; Entertainment and Recreation Industry; United States
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      Edmondson, Amy C., David L. Ager, Emily Harburg, and Natalie Bartlett. "Teaming at Disney Animation." Harvard Business School Case 615-023, August 2014. (Revised May 2015.)
      • Article

      The (Perceived) Meaning of Spontaneous Thoughts

      By: Carey K. Morewedge, Colleen Giblin and Michael I. Norton
      Spontaneous thoughts, the output of a broad category of uncontrolled and inaccessible higher-order mental processes, arise frequently in everyday life. The seeming randomness by which spontaneous thoughts arise might give people good reason to dismiss them as... View Details
      Keywords: Spontaneous Thoughts; Self-Insight; Meaning; Attribution; Judgment And Decision Making; Decision Making; Cognition and Thinking
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      Morewedge, Carey K., Colleen Giblin, and Michael I. Norton. "The (Perceived) Meaning of Spontaneous Thoughts." Journal of Experimental Psychology: General 143, no. 4 (August 2014): 1742–1754.
      • 2014
      • Article

      The Governance of Social Enterprises: Mission Drift and Accountability Challenges in Hybrid Organizations

      By: Alnoor Ebrahim, Julie Battilana and Johanna Mair
      We examine the challenges of governance facing organizations that pursue a social mission through the use of market mechanisms. These hybrid organizations, often referred to as social enterprises, combine aspects of both charity and business at their core. In this... View Details
      Keywords: Governance; Hybrid Organizations; Nonprofit; Performance Measurement; Legal Form; Agency Theory; Stakeholder Management; Mission and Purpose; Social Enterprise; Corporate Accountability
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      Ebrahim, Alnoor, Julie Battilana, and Johanna Mair. "The Governance of Social Enterprises: Mission Drift and Accountability Challenges in Hybrid Organizations." Research in Organizational Behavior 34 (2014): 81–100.
      • May 2014 (Revised March 2017)
      • Case

      Unilever's Lifebuoy in India: Implementing the Sustainability Plan

      By: Christopher A. Bartlett

      Unilever's new Global Brand VP must not only revitalize Lifebuoy soap's sagging market performance, but simultaneously impact the health of one billion people worldwide. The latter challenge comes from Unilever's new CEO who has introduced the Unilever Sustainable... View Details

      Keywords: Multinational Management; Corporate Social Responsibility; Strategy Implementation; Marketing Strategy; Mission And Purpose; Change Management; International Business; Global; Fast-moving Consumer Goods; Soap; Corporate Social Responsibility and Impact; Health Care and Treatment; Environmental Sustainability; Global Strategy; Developing Countries and Economies; Beauty and Cosmetics Industry; Health Industry; India
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      Bartlett, Christopher A. "Unilever's Lifebuoy in India: Implementing the Sustainability Plan." Harvard Business School Case 914-417, May 2014. (Revised March 2017.)
      • January 2014
      • Technical Note

      Learning From Extreme Consumers

      By: Jill Avery and Michael Norton
      Traditional market research methods focus on understanding the average experiences of average consumers. This focus leads to gaps in our knowledge of consumer behavior and often fails to uncover insights that can drive revolutionary, rather than evolutionary... View Details
      Keywords: Market Research; Ethnography; Design Thinking; Innovation; New Product Development; Research; Marketing; Consumer Behavior; Innovation and Invention
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      Avery, Jill, and Michael Norton. "Learning From Extreme Consumers." Harvard Business School Technical Note 314-086, January 2014.
      • September 2013
      • Teaching Note

      Gary Hirshberg and Stonyfield Farm

      By: Nancy F. Koehn and Nora N. Khan

      Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment and sustainability. A former... View Details

      Keywords: Development Stage Enterprises; Entrepreneurs; Experimentation; Management By Objective; Technology; Values; Leadership; Entrepreneurship; Agriculture and Agribusiness Industry; United States
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      Koehn, Nancy F., and Nora N. Khan. "Gary Hirshberg and Stonyfield Farm." Harvard Business School Teaching Note 314-019, September 2013.
      • January 2013
      • Article

      Not Just for Stereotyping Anymore: Racial Essentialism Reduces Domain-General Creativity

      By: Carmit Tadmor, Melody Chao, Ying-yi Hong and Jeff Polzer
      Individuals who believe that racial groups have fixed underlying essences use stereotypes more than do individuals who believe that racial categories are arbitrary and malleable social-political constructions. Would this essentialist mind-set also lead to less... View Details
      Keywords: Prejudice and Bias; Creativity; Race
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      Tadmor, Carmit, Melody Chao, Ying-yi Hong, and Jeff Polzer. "Not Just for Stereotyping Anymore: Racial Essentialism Reduces Domain-General Creativity." Psychological Science 24, no. 1 (January 2013).
      • 2015
      • Working Paper

      The Market That Wasn't: The Non-Emergence of the Online Grocery Category.

      By: C. Navis, G. Fisher, Ryan Raffaelli and Mary Ann Glynn
      In this paper, we examine the non-emergence of a potential new market category. In the late 1990s, the entrepreneurial firms that attempted to sell groceries online in the US attracted significant resources, made impressive technological advancements, and generated... View Details
      Keywords: Emerging Markets; Failure; Food; Online Technology; Food and Beverage Industry; Web Services Industry
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      Navis, C., G. Fisher, Ryan Raffaelli, and Mary Ann Glynn. "The Market That Wasn't: The Non-Emergence of the Online Grocery Category." Working Paper, 2015.
      • December 2012
      • Article

      Inducement Prizes and Innovation

      By: Liam Brunt, Josh Lerner and Tom Nicholas
      We examine the effect of prizes on innovation using data on awards for technological development offered by the Royal Agricultural Society of England at annual competitions between 1839 and 1939. We find that the effects of prizes on competitive entry are large, and we... View Details
      Keywords: Motivation and Incentives; Patents; Innovation and Invention; Information Technology; Growth and Development; England
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      Brunt, Liam, Josh Lerner, and Tom Nicholas. "Inducement Prizes and Innovation." Journal of Industrial Economics 60, no. 4 (December 2012): 657–696.
      • December 2012
      • Article

      What Drives Corporate Social Performance? The Role of Nation-level Institutions

      By: Ioannis Ioannou and George Serafeim
      Based on Whitley's "National Business Systems" (NBS) institutional framework (Whitley 1997, 1999), we theorize about and empirically investigate the impact of nation-level institutions on firms' corporate social performance (CSP). Using a sample of firms from 42... View Details
      Keywords: Environment; Environmental Performance; Corporate Social Responsibility; Sustainability; Institutions; Institutional Theory; Corporate Social Responsibility and Impact; Environmental Sustainability; Corporate Governance
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      Ioannou, Ioannis, and George Serafeim. "What Drives Corporate Social Performance? The Role of Nation-level Institutions." Journal of International Business Studies 43, no. 9 (December 2012): 834–864.
      • November 2012
      • Case

      Bonnier: Digitalizing the Media Business

      By: Lynda Applegate, Daniel Nylen, Jonny Holmstrom and Kalle Lyytinen
      The case follows leading Scandinavian media company Bonnier as it establishes a designated R&D division for the first time. The case, in particular, focuses on its first flagship project, called Mag+, in which it creates a digital platform for publishing digital... View Details
      Keywords: Media And Publishing; Media; Publishing Industry; Media and Broadcasting Industry
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      Applegate, Lynda, Daniel Nylen, Jonny Holmstrom, and Kalle Lyytinen. "Bonnier: Digitalizing the Media Business." Harvard Business School Case 813-073, November 2012.
      • 2012
      • Chapter

      Patriotism, Cosmopolitanism, and Political Economy in the Accademia dei Pugni in Austrian Lombardy, 1760–1780

      By: Sophus A. Reinert and Jani Marjanen
      This essay focuses on the Accademia dei Pugni, or The Academy of Punches, a celebrated institution which flourished for a few years in 1760s Austrian Milan, and its journal Il Caffè (1764–1766). It does so to revisit one of the cardinal questions... View Details
      Keywords: History; Culture; Economic Systems
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      Reinert, Sophus A., and Jani Marjanen. "Patriotism, Cosmopolitanism, and Political Economy in the Accademia dei Pugni in Austrian Lombardy, 1760–1780." Chap. 6 in The Rise of Economic Societies in the Eighteenth Century: Patriotic Refom in Europe and North America, edited by Koen Stapelbroek and Jani Marjanen, 130–156. Basingstoke: Palgrave Macmillan, 2012.
      • Other Article

      The Market That Wasn't: The Non-emergence of the Online Grocery Category

      By: Chad Navis, Greg Fisher, Ryan Raffaelli and Mary Ann Glynn
      We examine the non-emergence of a potential new market category. In the late 1990s the entrepreneurial firms that attempted to sell groceries online attracted significant resources, made meaningful technological advancements and generated immense publicity, yet online... View Details
      Keywords: Internet and the Web; Food; Emerging Markets; Service Industry; Food and Beverage Industry
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      Navis, Chad, Greg Fisher, Ryan Raffaelli, and Mary Ann Glynn. "The Market That Wasn't: The Non-emergence of the Online Grocery Category." Proceedings of the Frontiers in Managerial and Organizational Cognition Conference 1 (September 2012).
      • 2012
      • Working Paper

      Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions

      By: Geoffrey Jones
      This working paper examines the creation of the global natural food and beauty categories before 2000. This is shown to have been a lengthy process of new category creation involving the exercise of entrepreneurial imagination. Pioneering entrepreneurs faced little... View Details
      Keywords: Marketing; Consumer Goods; Entrepreneurs; Environment; Food; Globalization; Business History; Agribusiness; Agriculture and Agribusiness Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Food and Beverage Industry; Asia; Europe; Latin America; Middle East; North and Central America
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      Jones, Geoffrey. "Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions." Harvard Business School Working Paper, No. 13-024, August 2012.
      • July–August 2012
      • Article

      What Good Are Shareholders?

      By: Justin Fox and Jay W. Lorsch
      The article looks at the role outside shareholders play in corporate governance in the U.S., and the relationship between companies' shareholders and managers, as of 2012. It recounts the shift beginning in the 1970s toward shareholders claiming an increasing amount of... View Details
      Keywords: Shareholder Activism; Business and Shareholder Relations; Investment Activism; Corporate Governance; Decision Making; Managerial Roles; United States
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      Fox, Justin, and Jay W. Lorsch. "What Good Are Shareholders?" R1207B. Harvard Business Review 90, nos. 7-8 (July–August 2012): 49–57.
      • June 2012
      • Article

      Managing Risks: A New Framework

      By: Robert S. Kaplan and Anette Mikes
      Risk management is too often treated as a compliance issue that can be solved by drawing up lots of rules and making sure that all employees follow them. Many such rules, of course, are sensible and do reduce some risks that could severely damage a company. But... View Details
      Keywords: Risk Management; Governance Controls; Corporate Strategy; Management Analysis, Tools, and Techniques; Framework
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      Kaplan, Robert S., and Anette Mikes. "Managing Risks: A New Framework." Harvard Business Review 90, no. 6 (June 2012).
      • March 2012 (Revised October 2012)
      • Case

      Gary Hirshberg and Stonyfield Farm

      By: Nancy F. Koehn, Nora N. Khan and Elizabeth W. Legris
      Gary Hirshberg and Stonyfield Farm is the story of one entrepreneur's vision and journey to create a market-leading, environmentally responsible business founded on the principles of product quality, organizational alignment, and sustainability. A former environmental... View Details
      Keywords: Entrepreneurs; Values; Development Stage Enterprises; Innovation; Management By Objective; Experimentation; Emerging Technologies; Mission and Purpose; Management Style; Values and Beliefs; Social Issues; Organizational Culture; Environmental Sustainability; Business Growth and Maturation; Entrepreneurship; Business Startups; Innovation and Invention; Food and Beverage Industry; New Hampshire
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      Koehn, Nancy F., Nora N. Khan, and Elizabeth W. Legris. "Gary Hirshberg and Stonyfield Farm." Harvard Business School Case 312-122, March 2012. (Revised October 2012.)
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