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  • All HBS Web  (256)
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  • July 2004 (Revised March 2006)
  • Teaching Note

The Birth of the Swatch (TN)

By: Youngme E. Moon
Teaching Note to (2-504-096). View Details
Keywords: History; Fashion Industry
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Moon, Youngme E. "The Birth of the Swatch (TN)." Harvard Business School Teaching Note 505-010, July 2004. (Revised March 2006.)
  • July 2004 (Revised February 2005)
  • Teaching Note

Marketing Antidepressants: Prozac and Paxil (TN)

By: Youngme E. Moon
Teaching Note to (9-502-055). View Details
Keywords: Marketing; Pharmaceutical Industry
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Moon, Youngme E. "Marketing Antidepressants: Prozac and Paxil (TN)." Harvard Business School Teaching Note 505-009, July 2004. (Revised February 2005.)
  • April 2004 (Revised March 2006)
  • Teaching Note

Ikea Invades America (TN)

By: Youngme E. Moon
Teaching Note to (2-504-094). View Details
Keywords: Retail Industry; Consumer Products Industry
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Moon, Youngme E. "Ikea Invades America (TN)." Harvard Business School Teaching Note 504-095, April 2004. (Revised March 2006.)
  • May 2003 (Revised January 2006)
  • Teaching Note

NTT DoCoMo: Marketing i-mode (TN)

By: Youngme E. Moon
Teaching Note for (9-502-031). View Details
Keywords: Telecommunications Industry; Japan
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Moon, Youngme E. "NTT DoCoMo: Marketing i-mode (TN)." Harvard Business School Teaching Note 503-097, May 2003. (Revised January 2006.)
  • October 2000 (Revised March 2001)
  • Case

BizRate.com

By: Youngme E. Moon
BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details
Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry
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Moon, Youngme E. "BizRate.com." Harvard Business School Case 501-024, October 2000. (Revised March 2001.)
  • 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
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Moon, Youngme E., Gail J. McGovern, Daniela Beyersdorfer, and Vincent Marie Dessain. "VOSS Artesian Water from Norway." Harvard Business School Case 509-040, January 2009.
  • January 2007
  • Class Lecture

Brand Positioning (FSS)

By: Youngme E. Moon
Keywords: Brands and Branding; Product Positioning
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Moon, Youngme E. "Brand Positioning (FSS)." Harvard Business School Class Lecture 507-055, January 2007.
  • 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
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Moon, Youngme E. "Vans: Skating on Air (TN)." Harvard Business School Teaching Note 505-008, July 2004. (Revised March 2006.)
  • January 2000
  • Teaching Note

Autobytel.com (TN)

By: Youngme E. Moon
Teaching Note for (9-500-015). View Details
Keywords: Auto Industry
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Moon, Youngme E. "Autobytel.com (TN)." Harvard Business School Teaching Note 500-076, January 2000.
  • March 2006 (Revised March 2006)
  • Teaching Note

Cabo San Viejo: Rewarding Loyalty (TN)

By: Youngme E. Moon
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Moon, Youngme E. "Cabo San Viejo: Rewarding Loyalty (TN)." Harvard Business School Teaching Note 506-061, March 2006. (Revised March 2006.)
  • 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
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Moon, Youngme E. "Rethinking Customer Satisfaction." Harvard Business School Module Note 506-046, December 2005. (Revised March 2006.)
  • 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
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Moon, Youngme E. "Rethinking Branding." Harvard Business School Module Note 506-039, November 2005. (Revised February 2006.)
  • October 2005
  • Supplement

Aqualisa Quartz: Harry Rawlinson (DVD)

By: Youngme E. Moon
Keywords: Construction Industry
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Moon, Youngme E. "Aqualisa Quartz: Harry Rawlinson (DVD)." Harvard Business School Video Supplement 506-706, October 2005.
  • 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
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Moon, Youngme E. "Electronic Arts Introduces The Sims Online." Harvard Business School Case 503-008, August 2002. (Revised August 2003.)
  • 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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Moon, Youngme E. "Charmed Technology." Harvard Business School Case 502-012, August 2001.
  • 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
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Moon, Youngme E. "Network Technology and the Role of Intermediaries." Harvard Business School Background Note 599-102, March 1999. (Revised January 2000.)
  • 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
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Moon, Youngme E. "Interactive Technologies and Relationship Marketing Strategies." Harvard Business School Background Note 599-101, March 1999. (Revised January 2000.)
  • 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
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Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
  • February 2003 (Revised September 2003)
  • Teaching Note

Aqualisa Quartz: Simply a Better Shower (TN)

By: Youngme E. Moon and Kerry Herman
Teaching Note for (9-502-030). View Details
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Moon, Youngme E., and Kerry Herman. "Aqualisa Quartz: Simply a Better Shower (TN)." Harvard Business School Teaching Note 503-058, February 2003. (Revised September 2003.)
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