Publications

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05 May 2008
Research & Ideas

Connecting with Consumers Using Deep Metaphors

mind. One is Coca-Cola's "I'd like to teach the world to sing," which invokes the deep metaphor of connection and the ability of the brand to bring diverse people together. It also engaged the deep metaphor of social balance by stressing with a music metaphor... View Details

Keywords: by Martha Lagace; Consumer Products

21 Apr 2008
Research & Ideas

The New Math of Customer Relationships

involving almost everyone in the company. How difficult has it been for organizations to adopt this all-in approach? A: Service profit chain concepts are deceptively simple. They require an integrated set of management initiatives to... View Details

Keywords: by Sean Silverthorne

January 1997 (Revised March 1998)
Background Note

Fiscal Policy: Managing Aggregate Demand

Introduces the concept of fiscal policy. View Details

Keywords: Policy; Macroeconomics

December 2009
Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong

Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details

Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Retail Industry; Food and Beverage Industry

April 1988 (Revised October 1996)
Case

Home Depot, Inc., The

By: Krishna G. Palepu

Home Depot, founded in 1978, pioneered the warehouse retailing concept in the home center industry. The company's niche strategy resulted in rapid growth in sales. By 1986, however, the company began experiencing deteriorating profitability. Students are asked to... View Details

Keywords: Mathematical Methods; Performance; Business Strategy; Retail Industry

2014
Other Teaching and Training Material

Strategy Reading: Setting Aspirations—Mission, Vision, and Values

By: Ramon Casadesus-Masanell

"Setting Aspirations-Mission, Vision, and Values" introduces students to the concepts of organizational aspirations and the link to strategy. The Reading presents a framework for analyzing aspirations, discusses the differences between mission and vision, and uses... View Details

January 1986 (Revised July 2006)
Case

Kristen's Cookie Company (A)

The student is starting his or her own business, baking make-to-order cookies. Basic times of each operation are laid out and the student is asked to determine the consequences for the operating system. Serves as an exercise and review of concepts such as capacity,... View Details

Keywords: Production; Business Startups; Food and Beverage Industry

July 1995
Background Note

Managerial Effectiveness and Diversity: Individual Choices

Provides an introduction to the key concepts and questions individuals encounter in a diverse workplace. These concepts and questions are organized around three critical interactions and experiences in any individual's career: entry into an organization or work group;... View Details

Keywords: Management; Diversity

05 Jul 2006
Working Paper Summaries

What Roosevelt Took: The Economic Impact of the Panama Canal, 1903-29

Keywords: by Noel Maurer & Carlos Yu

2016
Other Teaching and Training Material

Organizational Behavior Reading: Decision Making

By: Francesca Gino, Max Bazerman and Katherine Shonk

This Reading argues that decision making is systematically flawed and introduces methods to improve decision-making effectiveness. The Essential Reading section covers the rational decision-making model and three important ideas that challenge it: Herbert Simon's... View Details

Keywords: Game Theory; Decision Making

October 1978
Background Note

A Note on Consumer Market Segmentation

Introductory note on the concept of market segmentation and its processes. View Details

Keywords: Markets; Segmentation

16 Mar 2009
Research & Ideas

When the Internet Runs Out of IP Addresses

The Internet is running out of room. Experts predict that in two or three years we will run out of Web addresses, so-called IP addresses, that can be assigned to new Internet-based sites and services. Each site is assigned a unique number based on the IPv4 standard.... View Details

Keywords: by Sean Silverthorne; Telecommunications

05 Jul 2006
Op-Ed

Corporate Governance Activists are Headed in the Wrong Direction

concept that doesn't enhance shareholder democracy and, more important, doesn't improve corporate governance. Who Oversees Oversight? That said, there are corporate governance issues that do warrant activists' attention. Virtually all of... View Details

Keywords: by Joseph Hinsey

09 Jan 2012
Research & Ideas

Location, Location, Location: The Strategy of Place

When companies thrive in their home base, temptation can be great to expand to new locations, either across town or around the world. The problem: Many companies think of location strategy as a short-term checkers match rather than as a long-term chess game. “Many... View Details

Keywords: by Dina Gerdeman

May 2006
Exercise

Building a Shed

By: Steven C. Wheelwright and Kerry Herman

Provides terminology and concepts for the process of building a wooden garden shed. View Details

Keywords: Product; Production

January 1994 (Revised May 1996)
Background Note

Leading for Integrity: Corporate Purpose and Responsibility

By: Lynn S. Paine

Outlines several differing conceptions of corporate purpose and responsibility that emerged in the 1970s and 1980s. View Details

Keywords: Management; Corporate Social Responsibility and Impact; Performance Evaluation; Corporate Strategy