Publications

May 2021
Teaching Note

Zeynep Ton: The Good Jobs Strategy

By: Frances X. Frei, Francesca Gino and Youngme Moon

Teaching Note for HBS Case No. 921-703. View Details

16 Feb 2004
Research & Ideas

HBS Center Focuses on Europe

The center approached Alessi, a medium-sized tableware company in Italy, at the request of professors Youngme Moon and Gail McGovern for a case in the Consumer Marketing MBA elective. Working through... View Details

Keywords: by Cynthia Churchwell

May 2005 (Revised March 2007)
Teaching Note

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

Teaching Note to (9-505-024). View Details

Keywords: Electronics Industry

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

July 2004 (Revised March 2007)
Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe

March 1999 (Revised August 1999)
Case

Coop, The: Market Research

By: Ruth Bolton and Youngme E. Moon

Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. View Details

Keywords: Marketing; Cost; Research; Markets; Quality; Decisions; Management Teams; Food and Beverage Industry; Retail Industry

January 2004
Article

Managing Price Expectations through Product Overlap

By: John T. Gourville and Youngme Moon

Keywords: Management; Price; Product

Find at Harvard

Read Now

December 1999 (Revised November 2000)
Background Note

Pricing and Market Making on the Internet

By: Robert J. Dolan and Youngme E. Moon

Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. View Details

Keywords: Price; Marketing Strategy; Auctions; Digital Platforms; Negotiation; Internet and the Web

March 2009
Supplement

(PRODUCT) RED Video (A) & (B)

By: Youngme E. Moon and Michael I. Norton

Keywords: Media

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

May 2021
Teaching Note

Megan Ming Francis: Leadership and Racial Injustice

By: Francesca Gino, Frances X. Frei and Youngme Moon

Teaching Note for Multimedia Case No. 921-701. View Details

Keywords: Racial Injustice; Race; Prejudice and Bias; Organizational Change and Adaptation; Leadership

June 2021
Teaching Note

Bozoma Saint John: Leading with Authenticity and Urgency

By: Frances X. Frei, Francesca Gino and Youngme Moon

Teaching Note for HBS Case No. 921-708. View Details

August 2002 (Revised June 2006)
Case

Great Dakota Bank: Online Banking

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar

In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details

Keywords: Banks and Banking; Internet and the Web; Customer Relationship Management; Consumer Behavior; Demand and Consumers; Technological Innovation; Customer Value and Value Chain; Customer Satisfaction; Management; Service Operations; Banking Industry

February 2000 (Revised April 2000)
Case

RadioShack

By: V. Kasturi Rangan, Youngme E. Moon and Marie Bell

Outlines the transformation of RadioShack stores from a parts and accessories business to a provider of high bandwidth Internet access. View Details

Keywords: Change Management; Marketing Strategy; Risk and Uncertainty; Internet