Publications
Publications
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- All HBS Web
(829)
- Faculty Publications (147)
- July–August 2013
- Article
A Joint Model of Usage and Churn in Contractual Settings
By: Eva Ascarza and Bruce G.S. Hardie
As firms become more customer-centric, concepts such as customer equity come to the fore. Any serious attempt to quantify customer equity requires modeling techniques that can provide accurate multiperiod forecasts of customer behavior. Although a number of researchers... View Details
- Summer 2013
- Article
IP Modularity: Profiting from Innovation by Aligning Product Architecture with Intellectual Property
By: Joachim Henkel, Carliss Y. Baldwin and Willy C. Shih
Firms seeking to take advantage of distributed innovation and outsourcing can bridge the tension between value creation and value capture by modifying the modular structure of their technical systems. Specifically, this article introduces the concept of "IP... View Details
- June 2013
- Case
Olympic Rent-A-Car U.S.: Customer Loyalty Battles
By: John Deighton and James T. Kindley
The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates... View Details
- 2013
- Dissertation
Designing Freemium: A Model of Consumer Usage, Upgrade, and Referral Dynamics
By: Clarence Lee, Vineet Kumar and Sunil Gupta
Abstract. Over the past decade "freemium" (free + premium) has become the dominant business model among internet start-ups for its ability to acquire and monetize a large install-base with limited marketing resources. Freemium is a hybrid strategy where a firm offers... View Details
- May 2013
- Article
How to Negotiate with VCs
By: Deepak Malhotra
VC-entrepreneur partnership agreements often contain flaws that become highly damaging as the parties come up against issues of power, trust, and much more. Yet many of the flaws are systematic and predictable—and hence preventable. The author, a longtime consultant to... View Details
- February 2013 (Revised May 2013)
- Case
Juan Valdez: Innovation in Caffeination
By: Michael I. Norton and Jeremy Dann
Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The... View Details
- November 2012
- Case
CSIRO: The Light Metals Flagship Decision
By: Willy Shih, Margaret P. Pierson and Dawn Lau
This case explores the challenge of investing in basic research as a public good. CSIRO was Australia's leading science and research agency, and it was chartered to enhance national prosperity through R&D. Its Flagships program was designed to align research interests... View Details
Keywords: R＆D; Basic Research; Government-funded Research; Public Goods; Extractive Industries; Metals; Metals Processing; Decision Choices and Conditions; Decisions; Globalized Markets and Industries; Growth and Development; Innovation Strategy; Technological Innovation; Research and Development; Science-Based Business; Technology Adoption; Technology Platform; Manufacturing Industry; Mining Industry; Oceania; Australia
- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
- 2012
- Working Paper
IP Modularity: Profiting from Innovation by Aligning Product Architecture with Intellectual Property
By: Joachim Henkel, Carliss Y. Baldwin and Willy C. Shih
In this paper we explain how firms seeking to take advantage of distributed innovation and outsourcing can bridge the tension between value creation and value capture by modifying the modular structure of their technical systems. Specifically, we introduce the concept... View Details
- June 2012
- Case
Innovating at AT&T: Partnering to Lead the Broadband Revolution
By: Lynda M. Applegate, Phillip Andrews and Kerry Herman
In 2010, the U.S. retail market value for next-generation non-handset wirelessly-enabled devices was just over $1 billion. By 2011 it had grown 1,141% to $13.2 billion and was forecast to reach $24.7 billion in 2015. At the same time, user demand for data was surging... View Details
Keywords: Innovation ＆ Entrepreneurship; Team Leadership; Emerging Technologies; Business Models; Business To Business; Corporate Vision; Growth Strategy; Corporate Culture; Innovation and Invention; Corporate Entrepreneurship; Partners and Partnerships; Leadership; Mobile and Wireless Technology; Growth and Development Strategy; Globalized Firms and Management; Business Model; Technology Industry; United States
- 2012
- Working Paper
The Impact of Modularity on Intellectual Property and Value Appropriation
By: Carliss Y. Baldwin and Joachim Henkel
Modularity is a means of partitioning technical knowledge about a product or process. When state-sanctioned intellectual property rights are ineffective or costly to enforce, modularity can be used to hide information and thus protect intellectual property (IP). We... View Details
- July 2011
- Article
Mixed Source
By: Ramon Casadesus-Masanell and Gaston Llanes
We study competitive interaction between a profit-maximizing firm that sells software and complementary services and a free open source competitor. We examine the firm's choice of business model between the proprietary model (where all software modules are... View Details
- Article
Putting the 'Relationship' Back into CRM
By: Susan Fournier and Jill Avery
Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and... View Details
- March 2011 (Revised September 2011)
- Background Note
Everyone and Everything is Online
By: Stephen P. Bradley and Nancy Bartlett
The twenty-first century digital world enabled mobile, empowered, content-hungry individuals to capture the value of enabling technologies and applications to manage, create, share, and influence content across the creation and delivery spectrum. Users were online in... View Details
- January 2011 (Revised November 2014)
- Case
Mochi Media
By: Thomas R. Eisenmann and Amit Jain
In late 2009, the management of Mochi Media, a venture-backed startup, must decide how to invest scarce resources to achieve continued growth. Mochi has developed a three-sided platform, connecting Flash game developers, sites that aggregate these games, and... View Details
- 2010
- Working Paper
Mixed Source
By: Ramon Casadesus-Masanell and Gaston Llanes
We study competitive interaction between a profit-maximizing firm that sells software and complementary services and a free open source competitor. We examine the firm's choice of business model between the proprietary model (where all software modules are... View Details
- 2010
- Book
Buy-In: Saving Your Good Idea from Getting Shot Down
By: John P. Kotter and Lorne A. Whitehead
You've got a good idea. You know it could make a crucial difference for you, your organization, your community. You present it to the group but get confounding questions, inane comments, and verbal bullets in return. Before you know what's happened, your idea is dead,... View Details
- September 2010 (Revised April 2012)
- Case
Better World Books
By: Michael I. Norton, Fiona Wilson, Jill Avery and Thomas J. Steenburgh
Better World Books, a young start-up, provides a socially conscious alternative to Amazon, collecting and selling used books to keep them out of the waste stream, while donating a portion of their profits to support global literacy efforts. The case presents an... View Details
- 1 Sep 2010
- Conference Presentation
Using Architecture to Capture Value: The Case of Software
- April 2010 (Revised September 2011)
- Case
Supply Chain Partners: Virginia Mason and Owens & Minor (A) (Abridged)
By: V.G. Narayanan and Lisa Brem
Owens & Minor (O&M) performed lean inventory services for Virginia Mason (VM) as its Alpha Vendor, but the outdated industry pricing model created perverse incentives and could not capture O&M's costs. Together, O&M and VM created an activity-based pricing model: Total... View Details