Publications
Publications
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(1,388)
- Faculty Publications (207)
- September 2016 (Revised September 2016)
- Case
Spectio: A Digital Lighting Company
By: Rajiv Lal and Sarah McAra
Spectio Tech, founded in 2005, developed and implemented intelligent LED lighting solutions for the industrial market. Sensors and wireless connectivity embedded in its LED fixtures not only significantly reduced lighting-related energy use—by up to 90% in some... View Details
- May 2016
- Case
OPET: Precision Marketing in Uncertain Times
By: Rajiv Lal, Esel Çekin and Eren Kuzucu
During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details
- April 2016
- Teaching Note
Cree Inc.: Introducing the LED Light Bulb
By: John Gourville and Michael Norris
This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details
- October 2015 (Revised January 2017)
- Case
UPower Technologies Inc.
By: Joseph B. Lassiter III, William A. Sahlman and Liz Kind
The UPower founders, Jake DeWitte and Caroline Cochran, were recent graduates from MIT's Nuclear Science and Engineering Department. They chose to attend Palo Alto–based Y Combinator's accelerator program to focus on building a "mini" nuclear reactor that would produce... View Details
Keywords: Nuclear; Nuclear Energy; Nuclear Power; Energy Markets; New Nuclear; Entrepreneurial Finance; Entrepreneurial Marketing; Business ＆ Government Relations; Off-grid; Energy; Renewable Energy; Energy Generation; Energy Sources; Entrepreneurship; Marketing; Business and Government Relations; Energy Industry; Energy Industry; United States
- September 2015
- Case
Eco7: Launching a New Motor Oil
By: John Quelch and Sunru Yong
Aaron Jonnerson, vice president of marketing at the automotive division of Avellin, must make marketing mix decisions for the launch of Eco7, a new environmentally-friendly motor oil. The company's performance has been mediocre, shareholder pressure is increasing, and... View Details
- June 2015 (Revised August 2018)
- Case
American Electric Power: Facing the Challenges of Distributed Generation
By: Richard H.K. Vietor and Hilary White
American Electric Power, like most utilities in the USA, is currently exposed to distributed generation and the problem of net-metering. Solar installations in particular have been heavily subsidized, by the state and by regulation, which does not allow grid operators... View Details
Keywords: Electricity; Utilities; Electric Power Generation; Net Metering; Distributed Generation; Disruptive Innovation; Energy Markets; Solar Power; Wind Power; Solar; Wind; Subsidies; Legislation; Regulation; Disruption; Energy; Energy Generation; Renewable Energy; Problems and Challenges; Risk and Uncertainty; Information Technology; Business Strategy; Corporate Strategy; Energy Industry; Energy Industry; Energy Industry; United States
- January 2015
- Case
Aura Light: From a Light Bulb Manufacturer to an Energy Savings Solutions Provider
By: Krishna Palepu and Elena Corsi
A Swedish light bulb manufacturer reviews its strategy to better compete against large global multinationals. View Details
- October 2014 (Revised February 2017)
- Case
Europe, Russia, and the Age of Gas Revolution
By: Rawi Abdelal, Leonardo Maugeri and Sogomon Tarontsi
The 2014 Ukraine crisis once again exposed the mutually limiting knot—a web of commercial relationships and oil and gas pipelines—that historically tied the European Union and Russia closely. In this crisis, a familiar conundrum preoccupied minds in the corridors of... View Details
- September 2014
- Case
Crescent Pure
By: John A. Quelch and Alisa Zalosh
Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned... View Details
- September 2014 (Revised April 2016)
- Case
Cree Inc.: Introducing the LED Light Bulb
By: John Gourville and Michael Norris
Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar... View Details
- August 2014 (Revised May 2016)
- Case
Husk Power
By: Joseph B. Lassiter III and Sid Misra
In late 2013, Husk Power Systems found itself falling further and further behind plan. The founding CEO had decided to resign. His co-founder is faced with the decision of quitting his corporate job in the US to head to India and help form a new management team. Husk... View Details
Keywords: Plant-Based Agribusiness; Business Model; Business Startups; Energy Generation; Renewable Energy; Social Entrepreneurship; Foreign Direct Investment; International Finance; Globalized Markets and Industries; Crime and Corruption; Employee Relationship Management; Independent Innovation and Invention; Employment; Leadership Style; Leading Change; Management Practices and Processes; Management Style; Management Succession; Management Skills; Emerging Markets; Social Psychology; Culture; Business Strategy; Energy Industry; Energy Industry; Energy Industry; Energy Industry; Africa; India; United States
- June 2014
- Teaching Note
Hindustan Petroleum Corporation Ltd.: Driving Change Through Internal Communication
By: Boris Groysberg, Sarah L. Abbott and Robin Abrahams
Hindustan Petroleum (HPCL), confronted in 2003 with an urgent need to change how it operated externally, adopted a highly innovative approach to communicating internally. This case, set in 2010, presents an overview of the new, more interactive model of employee... View Details
- March 2014 (Revised March 2018)
- Case
Red Bull (A)
By: Eric Van den Steen and Carin-Isabel Knoop
Despite facing giants like Coke, Pepsi, and Budweiser—with obvious potential sources of competitive advantage—Red Bull had established itself as the U.S. market leader in energy drinks. By 2008, however, Red Bull's dominance was challenged as Monster drinks surpassed... View Details
- February 2014
- Teaching Note
The Slingshot: Improving Water Access
By: John A. Quelch
Entrepreneur Dean Kamen has inked a multimillion dollar partnership with Coca-Cola (CC) to mass produce and distribute the Slingshot, a low energy device that can convert raw sewage into potable water for poor people and communities in developing economies. View Details
- January 2014
- Case
Newfield Energy
By: William E. Fruhan and Wei Wang
In September 2013, Miles Griffin, CEO and chairman of the board of Newfield Energy, prepares to present financial proposals to the board of directors for approval. Newfield (based in Houston, Texas) was a large independent energy company primarily engaged in the... View Details
- Forthcoming
- Chapter
Oil, Macroeconomic Volatility and Crime in the Determination of Beliefs in Venezuela
By: Rafael Di Tella, Javier Donna and Robert MacCulloch
Book Abstract: At the beginning of the twentieth century Venezuela had one of the poorest economies in Latin America, but by 1970 it had become the richest country in the region and one of the twenty richest countries in the world, ahead of countries such as Greece,... View Details
- November 2013
- Article
The Performance of Corporate Alliances: Evidence from Oil and Gas Drilling in the Gulf of Mexico
By: John Beshears
I use data on oil and gas drilling in the Gulf of Mexico to measure how a corporate alliance—a group of firms that jointly develops an offshore tract—performs relative to a solo firm. I employ a regression discontinuity strategy based on bids in first-price sealed-bid... View Details
- October 2013 (Revised November 2016)
- Case
Carbon Engineering
By: Joseph B. Lassiter III and Sid Misra
Dr. David Keith, President of Carbon Engineering, a company based in Calgary, Alberta, is commercializing a technology to capture carbon dioxide (CO2) from the atmosphere. The company plans to market the captured CO2 to produce low carbon transportation fuels in... View Details
Keywords: Entrepreneurship; Government Legislation; Technological Innovation; Climate Change; Environmental Sustainability; Risk and Uncertainty; Research and Development; Transportation; Information Infrastructure; Energy; Forecasting and Prediction; Energy Industry; Energy Industry; Energy Industry; Energy Industry; Energy Industry; Energy Industry; Canada; United States; China; India
- September 2013
- Case
SafeBlend Fracturing
By: Benson P. Shapiro, Frank V. Cespedes and Alisa Zalosh
The CEO of SafeBlend Technologies must set a price for the company's environmentally friendly fracturing fluid additive. The firm is negotiating a new contract with its biggest client, Bristol Natural Gas. For the last two years, SafeBlend has been the sole provider of... View Details
- 2013
- Chapter
Beyond Platinum: Making the Case for Titanium Buildings
By: Jock Herron, Amy C. Edmondson and Robert G. Eccles
Buildings are the nation's greatest energy consumers. Forty percent of all our energy is used for heating, cooling, lighting, and powering machines and devices in buildings. And despite decades of investment in green construction technologies, residential and... View Details