Publications

January 2009
Case

VOSS Artesian Water from Norway

By: Youngme E. Moon, Gail J. McGovern, Daniela Beyersdorfer and Vincent Marie Dessain

VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS's high-end brand presence is... View Details

Keywords: Brands and Branding; Marketing Channels; Marketing Strategy; Product; Luxury; Food and Beverage Industry; Norway; United States

January 2007
Class Lecture

Brand Positioning (FSS)

Keywords: Brands and Branding; Product Positioning

Find at Harvard

July 2004 (Revised March 2006)
Teaching Note

Vans: Skating on Air (TN)

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

Keywords: Apparel and Accessories Industry

January 2000
Teaching Note

Autobytel.com (TN)

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

Keywords: Auto Industry

March 2006 (Revised March 2006)
Teaching Note

Cabo San Viejo: Rewarding Loyalty (TN)

December 2005 (Revised March 2006)
Module Note

Rethinking Customer Satisfaction

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

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)

Keywords: Construction Industry

August 2002 (Revised August 2003)
Case

Electronic Arts Introduces The Sims Online

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

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

Find at Harvard

March 1999 (Revised January 2000)
Background Note

Network Technology and the Role of Intermediaries

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

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

Keywords: Marketing Strategy; Customer Relationship Management; Technology

13 Feb 2006
Research & Ideas

Turning High Potential into Real Reward

Lassiter: The answer is usually by recruiting the right people and partners around the core idea. Turning high-potential ventures into high-performance ventures is always an elegant combination of know what, know-how, and know who! NB:... View Details

Keywords: Re: Joseph B. Lassiter; Consumer Products

October 2006 (Revised October 2007)
Case

Google Advertising

By: Youngme E. Moon and David Chen

In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details

Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States