Youngme Moon - Publications - Faculty & Research - Harvard Business School

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February 1999 (Revised May 1999)
Case

Onsale, Inc.

By: Youngme E. Moon

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details

Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

Web

Impact & Testimonials | Information Technology

I’ve experienced in other remote settings. And the attention to detail the HBS Live Online Classrooms team brings to each session elevates the experience even further. It’s been a game-changer for us. Youngme View Details

March 2006 (Revised March 2006)
Teaching Note

Cabo San Viejo: Rewarding Loyalty (TN)

By: Youngme E. Moon

December 2005 (Revised March 2006)
Module Note

Rethinking Customer Satisfaction

By: Youngme E. Moon

Outlines the structure and content of a six-session module that explores the negative dynamics that can result when firm profitability becomes disconnected from customer satisfaction. View Details

Keywords: Customer Satisfaction

November 2005 (Revised February 2006)
Module Note

Rethinking Branding

By: Youngme E. Moon

The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details

Keywords: Brands and Branding

October 2005
Supplement

Aqualisa Quartz: Harry Rawlinson (DVD)

By: Youngme E. Moon

Keywords: Construction Industry

August 2002 (Revised August 2003)
Case

Electronic Arts Introduces The Sims Online

By: Youngme E. Moon

Electronic Arts (EA), the world's largest independent game publisher, is preparing to launch an online, subscription-based version of the most popular PC game in history: The Sims. The new game is called "The Sims Online" and it differs from the original game in two... View Details

Keywords: Fair Value Accounting; Decision Making; Price; Product Launch; Market Entry and Exit; Internet; Entertainment and Recreation Industry

August 2001
Case

Charmed Technology

By: Youngme E. Moon

Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers, has just released its first product. The "CharmIT" is being billed as the world's first affordable, wearable computer for consumers. The key... View Details

Keywords: Entrepreneurship; Resignation and Termination; Technological Innovation; Marketing Strategy; Product Development; Luxury; Information Infrastructure; Value Creation; Computer Industry; Fashion Industry

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March 1999 (Revised January 2000)
Background Note

Network Technology and the Role of Intermediaries

By: Youngme E. Moon

Outlines some of the ways network technology is changing the role of intermediaries in the market. View Details

Keywords: Technology Networks

March 1999 (Revised January 2000)
Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon

Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details

Keywords: Marketing Strategy; Customer Relationship Management; Technology

January 2007
Class Lecture

Brand Positioning (FSS)

By: Youngme E. Moon

Keywords: Brands and Branding; Product Positioning

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July 2004 (Revised March 2006)
Teaching Note

Vans: Skating on Air (TN)

By: Youngme E. Moon

Teaching Note to (9-502-077). View Details

Keywords: Apparel and Accessories Industry

June 2002 (Revised September 2002)
Case

Pokemon: Gotta Catch 'Em All (Abridged)

By: Youngme E. Moon

Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details

Keywords: Brands and Branding; Age; Business or Company Management; Marketing Strategy; Product Launch; Cross-Cultural and Cross-Border Issues; Copyright; Video Game Industry; Entertainment and Recreation Industry; Japan; Asia; United States

January 2000
Teaching Note

Autobytel.com (TN)

By: Youngme E. Moon

Teaching Note for (9-500-015). View Details

Keywords: Auto Industry

01 Mar 2011
News

HBS Faculty Approves Curriculum Innovations

and resulted in the January 19 faculty vote. NOHRIA: "Now is the right time to act to take the Harvard Business School MBA Program to the next level." “We don’t do anything without a lot of thought and care. That’s what makes us who we are,” said View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

August 2016
Case

S'well: The Mass Market Decision

By: Youngme Moon

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States

1998
Working Paper

When the Computer Is the "Salesperson": Consumer Responses to Computer "Personalities" in Interactive Marketing Situations

By: Youngme Moon

20 Apr 2015
News

Chelsea Clinton on Using Data to Eliminate the Gender Gap

March 2009
Case

The Hotel Bed Wars

By: Youngme E. Moon

This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel... View Details

Keywords: Competitive Strategy; Problems and Challenges; Customization and Personalization; Customers; Accommodations Industry

October 2005 (Revised March 2006)
Module Note

Rethinking Positioning

By: Youngme E. Moon

Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details

Keywords: Product Positioning; Brands and Branding; Marketing

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