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      • November 2008 (Revised November 2008)
      • Case

      Cyworld: Creating and Capturing Value in a Social Network

      By: Sunil Gupta and Sangman Han
      In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details
      Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea
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      Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
      • November 2008
      • Journal Article

      Financial Constraints and Growth: Multinational and Local Firm Responses to Currency Crises

      By: Mihir A. Desai, C. Fritz Foley and Kristin Forbes
      This paper examines how financial constraints and product market exposures determine the response of multinational and local firms to sharp depreciations. U.S. multinational affiliates increase sales, assets, and investment significantly more than local firms during,... View Details
      Keywords: Economic Growth; Financial Crisis; Currency; Private Equity; Foreign Direct Investment; Multinational Firms and Management; Emerging Markets; United States
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      Desai, Mihir A., C. Fritz Foley, and Kristin Forbes. "Financial Constraints and Growth: Multinational and Local Firm Responses to Currency Crises." Review of Financial Studies 21, no. 6 (November 2008).
      • October 2008 (Revised August 2010)
      • Case

      The Christmas Eve Closing

      By: Peter Tufano
      In 2002, two homeowners in Massachusetts are deciding whether to refinance their home less than two years after taking out an initial mortgage and a subsequent home equity line of credit. View Details
      Keywords: Mortgages; Personal Finance; Consumer Behavior; Banking Industry; Massachusetts
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      Tufano, Peter, and Andrea Ryan. "The Christmas Eve Closing." Harvard Business School Case 209-043, October 2008. (Revised August 2010.)
      • October 2008 (Revised September 2009)
      • Case

      Consumer Lending in Japan: Citi CFJ (A)

      By: J. Gunnar Trumbull and Akiko Kanno
      Despite a tradition of high household savings, Japan has supported a dynamic and technically sophisticated consumer-lending sector. The high profitability of the sector has periodically attracted interest from domestic banks as well as international investors. Most... View Details
      Keywords: Mergers and Acquisitions; Financing and Loans; Foreign Direct Investment; Personal Finance; Courts and Trials; Business and Government Relations; Banking Industry; Japan
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      Trumbull, J. Gunnar, and Akiko Kanno. "Consumer Lending in Japan: Citi CFJ (A)." Harvard Business School Case 709-017, October 2008. (Revised September 2009.)
      • 2008
      • Working Paper

      Platform Competition, Compatibility, and Social Efficiency

      By: Ramon Casadesus-Masanell and Francisco Ruiz-Aliseda
      Katz and Shapiro (1985) study systems compatibility in settings with one-sided plat- forms and direct network effects. We consider systems compatibility in settings with two-sided platforms and indirect network effects to develop an explanation why markets with... View Details
      Keywords: Network Effects; One-Sided Platforms; Two-Sided Platforms; Competition
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      Casadesus-Masanell, Ramon, and Francisco Ruiz-Aliseda. "Platform Competition, Compatibility, and Social Efficiency." Harvard Business School Working Paper, No. 09-058, October 2008. (Revised November 2009.)
      • September 2008
      • Case

      Harrington Collection: Sizing Up the Active-Wear Market

      By: Richard S. Tedlow and Heather Beckham
      In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic... View Details
      Keywords: Breakeven Analysis; Product Introduction; Expansion; Consumer Behavior; Supply and Industry; Product Launch; Apparel and Accessories Industry
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      Tedlow, Richard S., and Heather Beckham. "Harrington Collection: Sizing Up the Active-Wear Market." Harvard Business School Brief Case 083-258, September 2008.
      • September 2008 (Revised June 2011)
      • Case

      Examining the Adoption of Drug-Eluting Stents

      By: Elie Ofek
      Marketers are often tasked with exploring the factors that impact the long-run adoption of a new product or technology. The new product under consideration here is the drug-eluting stent: a device which props open a clogged artery to the heart and then releases... View Details
      Keywords: Forecasting and Prediction; Marketing Strategy; Product Positioning; Consumer Behavior; Adoption; Medical Devices and Supplies Industry
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      Ofek, Elie. "Examining the Adoption of Drug-Eluting Stents." Harvard Business School Case 509-028, September 2008. (Revised June 2011.)
      • Article

      An Exploration of Marketing's Impact on Society: A Perspective Linked to Democracy

      By: John A. Quelch and Katherine Jocz
      The authors propose a political theory perspective for examining the impact of the modern aggregate marketing system on consumer welfare and society. Specifically, they suggest that the benefits marketing delivers to consumers are similar to the conditions required for... View Details
      Keywords: Government and Politics; Marketing; Demand and Consumers; Welfare
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      Quelch, John A., and Katherine Jocz. "An Exploration of Marketing's Impact on Society: A Perspective Linked to Democracy." Journal of Public Policy & Marketing 27, no. 2 (Fall 2008): 202–206.
      • Article

      Marketing in the Age of Web 2.0

      By: Jill Avery
      Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
      Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Consumer Products Industry
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      Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
      • July 2008 (Revised January 2010)
      • Case

      Affinity Labs, Inc.

      By: Joseph B. Lassiter III and Elizabeth Kind
      In November 2006, Chris Michel left Military.com, which he founded in 1999, to start Affinity Labs, a global network of online communities. That month, Michel raised a Series A round of venture funding and established a partnership with Monster, which he had sold... View Details
      Keywords: Mergers and Acquisitions; Business Startups; Entrepreneurship; Demand and Consumers; Partners and Partnerships; Social and Collaborative Networks; Online Technology
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      Lassiter, Joseph B., III, and Elizabeth Kind. "Affinity Labs, Inc." Harvard Business School Case 809-019, July 2008. (Revised January 2010.)
      • July 2008 (Revised September 2009)
      • Case

      Betfair vs. UK Bookmakers

      By: Ramon Casadesus-Masanell and Neil Campbell
      Betting exchanges provide an electronic platform that allows ordinary consumers to not only back teams to win, but also to lay odds for other punters to back. This business model allows punters to cut out the middleman of the bookmaker and leads to a much more... View Details
      Keywords: Business Model; Decision Choices and Conditions; Two-Sided Platforms; Market Transactions; Competition; Entertainment and Recreation Industry
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      Casadesus-Masanell, Ramon, and Neil Campbell. "Betfair vs. UK Bookmakers." Harvard Business School Case 709-417, July 2008. (Revised September 2009.)
      • July 2008 (Revised February 2009)
      • Case

      (PRODUCT) RED (A)

      By: Youngme E. Moon, Michael I. Norton and David Chen
      Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived by U2's Bono and Bobby Shriver to combat AIDS in sub-Saharan Africa. The company licensed the (RED) brand to partner companies, which initially included Gap,... View Details
      Keywords: Investment Funds; Philanthropy and Charitable Giving; Brands and Branding; Marketing Strategy; Social Marketing; Social Enterprise; Africa
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      Moon, Youngme E., Michael I. Norton, and David Chen. "(PRODUCT) RED (A)." Harvard Business School Case 509-013, July 2008. (Revised February 2009.)
      • July – August 2008
      • Article

      Leaders in Denial

      By: Richard S. Tedlow
      Henry Ford's stubborn refusal to admit the changeability of consumer demand allowed Chrysler and GM to horn in on his market. Half a century later the whole U.S. auto industry made the same mistake: Enter the Japanese. But denial comes in many forms, as Sears, Digital... View Details
      Keywords: Decision Choices and Conditions; Judgments; Leadership; Demand and Consumers; Auto Industry; United States
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      Tedlow, Richard S. "Leaders in Denial." HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008).
      • July – August 2008
      • Article

      Should You Invest in the Long Tail?

      By: Anita Elberse
      The blockbuster strategy is a time-honored approach, particularly in media and entertainment. When space is limited on store shelves and in traditional distribution channels, producers tend to focus on a few likely best sellers, hoping that one or two big hits will... View Details
      Keywords: Demand and Consumers; Distribution Channels; Sales; Marketing Strategy; Online Technology; Motion Pictures and Video Industry; Music Industry; Retail Industry
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      Elberse, Anita. "Should You Invest in the Long Tail?" HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008): 88–96. (HBS Centennial Issue.)
      • June 2008
      • Case

      Starbucks Coffee Company in the 21st Century

      By: Nancy F. Koehn, Marya Lisl Hill-Popper Besharov and Katherine Miller
      The case explores the opportunities and challenges confronting Starbucks in the early 21st century. For more than 15 years, Starbucks has grown swiftly and successfully, helping create a large, dynamic market for specialty coffee, building one of the world's most... View Details
      Keywords: Business Model; Economy; Growth Management; Brands and Branding; Corporate Social Responsibility and Impact; Competition
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      Koehn, Nancy F., Marya Lisl Hill-Popper Besharov, and Katherine Miller. "Starbucks Coffee Company in the 21st Century." Harvard Business School Case 808-019, June 2008.
      • 2008
      • Chapter

      Allocating Marketing Resources

      By: Sunil Gupta and Thomas J. Steenburgh

      Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

      Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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      Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
      • May 2008
      • Teaching Note

      Disney Consumer Products: Marketing Nutrition to Children (TN)

      By: David E. Bell and Mary L. Shelman
      Teaching Note for [507-006]. View Details
      Keywords: Partners and Partnerships; Food; Age; Health Pandemics; Nutrition; Consumer Products Industry; Consumer Products Industry
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      Bell, David E., and Mary L. Shelman. "Disney Consumer Products: Marketing Nutrition to Children (TN)." Harvard Business School Teaching Note 508-078, May 2008.
      • 2008
      • Book

      Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

      By: Gerald Zaltman and Lindsay Zaltman
      Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
      Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions
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      Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
      • April 2008 (Revised March 2014)
      • Case

      Flying J (A)

      By: Rohit Deshpande and Lauren Barley
      The largest retailer of diesel fuel in the U.S., Flying J, is rethinking its growth strategy as the economy goes into a recession. Its major customer base, owner-operated truck drivers, are facing increasing costs of doing business. Yet Flying J is considering whether... View Details
      Keywords: Decision Choices and Conditions; Growth and Development Strategy; Price; Consumer Behavior; Non-Renewable Energy; Energy Industry; United States
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      Deshpande, Rohit, and Lauren Barley. "Flying J (A)." Harvard Business School Case 508-074, April 2008. (Revised March 2014.)
      • April 2008 (Revised October 2008)
      • Case

      TD Canada Trust (A): The Green and the Red

      By: Dennis Campbell and Brent Kazan
      The case series illustrates the role of performance measurement and analytics in translating TD-Canada Trust's service model of "comfortable banking" into operational terms. In 2000, in a banking market where consumers and regulators were typically hostile to mergers... View Details
      Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Satisfaction; Commercial Banking; Profit; Balanced Scorecard; Organizational Change and Adaptation; Banking Industry; Canada
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      Campbell, Dennis, and Brent Kazan. "TD Canada Trust (A): The Green and the Red." Harvard Business School Case 108-005, April 2008. (Revised October 2008.)
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