Publications

17 Nov 2015
HBS Seminar

Kevin Boudreau, Harvard Business School, London Business School

October 1989
Background Note

Managing Major Accounts

By: Frank V. Cespedes

Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account... View Details

Keywords: Accounting Audits; Marketing; Marketing Strategy; Consumer Behavior; Market Participation; Relationships; Salesforce Management

June 2008
Case

Kidney Matchmakers

By: Brian J. Hall and Nicole Bennett

In this case we look at the design and development of an unconventional market, where neither money nor traditional "goods" are exchanged. Kidney exchange is an idea pioneered by HBS professor and market designer Alvin Roth and a small group of innovative doctors. This... View Details

Keywords: Moral Sensibility; Disruptive Innovation; Market Design; Market Transactions; Value Creation; Health Industry

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December 2002
Article

Introduction to 'Valuation in Emerging Markets'

By: Robert Bruner, Robert Conroy, Javier Estrada, Mark Kritzman and Wei Li

The purpose of the Batten Institute/Association for Investment Management and Research/Emerging Markets Review conference was to examine the challenges of valuing assets in emerging markets. These challenges are immensely interesting to practitioners and scholars for... View Details

Keywords: Valuation; Emerging Markets

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Read Now

September 2008 (Revised August 2009)
Case

Columbus Tubing: Steel is Real

By: Daniel C. Snow, Gary P. Pisano, Elena Corsi and Gudrun Urfalino Kristinsdottir

Columbus Tubing must choose to improve an old technology (steel) or to develop a new material (carbon fiber). The decision must take into account a complicated context: increased demand for the "old" steel products made in Italy, increasing power of carbon fiber... View Details

Keywords: Decision Choices and Conditions; Resource Allocation; Production; Research and Development; Information Technology; Bicycle Transportation; Asia; Italy

2024
Working Paper

Advancing Personalization: How to Experiment, Learn & Optimize

By: Aurelie Lemmens, Jason M.T. Roos, Sebastian Gabel, Eva Ascarza, Hernan Bruno, Elea McDonnell Feit, Brett Gordon, Ayelet Israeli, Carl F. Mela and Oded Netzer

Personalization has become the heartbeat of modern marketing. Advances in causal inference and machine learning enable companies to understand how the same marketing action can impact the choices of individual customers differently. This article provides an academic... View Details

Keywords: Personalization; Targeting; Experiments; Observational Studies; Policy Implementation; Policy Evaluation; Customization and Personalization; Marketing Strategy; AI and Machine Learning

SSRN

12 Feb 2009
Working Paper Summaries

Platform Competition, Compatibility, and Social Efficiency

Keywords: by Ramon Casadesus-Masanell & Francisco Ruiz-Aliseda; Computer

Rajiv Lal

Rajiv Lal, is the Stanley Roth, Sr. Professor of Retailing at Harvard Business School. He is currently teaching an elective MBA course on the Business of Smart Connected Products/IOT. He has been responsible for the retailing curriculum and has served as the course... View Details

November 2018
Case

Sportradar (A): From Data to Storytelling

By: Ramon Casadesus-Masanell, Karen Elterman and Oliver Gassmann

In 2013, the Swiss sports data company Sportradar debated whether to expand from its core business of data provision to bookmakers into sports media products. Sports data was becoming a commodity, and in the future, sports leagues might reduce their dependence on... View Details

Keywords: Chemicals

October 1981 (Revised June 1985)
Case

Vicks Health Care Division: Project Scorpio (B1)

To be handed out during class discussion of the (B) case. Reveals that Vicks developed a second name and advertising positioning. Presents results of copy testing, and further test market results. Students have to choose between the two names and positionings, as well... View Details

Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry

30 Oct 2019
Video

Where are Students Heading for Field Global Immersions?

Teaching Interest

Overview

Globalization and Emerging Markets (Elective Course) The world order has changed significantly in the last two decades. The influence of western-style varieties of capitalism has been challenged by new forms of capitalism that rely less on private enterprise and on the... View Details

August 2009 (Revised April 2012)
Case

Genzyme's CSR Dilemma: How to Play its HAND

By: Christopher A. Bartlett, Tarun Khanna and Prithwiraj Choudhury

Genzyme, a global biotechnology company, launches a program to develop therapies for neglected diseases (e.g., malaria, TB), giving away the intellectual property. This case focuses on the decision of which diseases, which partnerships, and which markets should... View Details

Keywords: Global Strategy; Health Care and Treatment; Intellectual Property; Corporate Social Responsibility and Impact; Partners and Partnerships; Research and Development; Biotechnology Industry

May 2016 (Revised March 2020)
Case

Fasten: Challenging Uber and Lyft with a New Business Model

By: Feng Zhu and Angela Acocella

Fasten, a new ridesharing start-up in Boston, entered the scene in September 2015 hoping its unique vision of transparency for both driver and passenger and strategy to keep riders' fares low and charge drivers a flat $0.99 fee per ride as opposed to the 20-30%... View Details

Keywords: Information Technology; Transportation; Business Startups; Business Model; Transportation Industry; Boston

November 1972 (Revised July 2023)
Case

Benihana of Tokyo

By: W. Earl Sasser

Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy. View Details

Keywords: Expansion; Business Strategy; Brands and Branding; Food and Beverage Industry; Service Industry

November 1983 (Revised October 1989)
Case

Procter & Gamble Europe: Vizir Launch

By: Christopher A. Bartlett

Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first... View Details

Keywords: Business Subsidiaries; Trade; Business or Company Management; Growth and Development Strategy; Product Launch; Emerging Markets; Organizational Design; Problems and Challenges; Expansion; Europe

April 2005 (Revised February 2006)
Case

L'Oreal and the Globalization of American Beauty

By: Geoffrey G. Jones, David Kiron, Vincent Dessain and Anders Sjoman

Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization. Reviews the history of L'Oreal, now the world's largest cosmetics company, from its origins in France in 1907.... View Details

Keywords: Management; Corporate Strategy; Problems and Challenges; Brands and Branding; Business History; Globalization; Acquisition; Beauty and Cosmetics Industry; Consumer Products Industry; France; United States

March 2013
Case

Singapore Metals Limited

By: John T. Gourville

Singapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML's Engineered Products... View Details

Keywords: Metals and Minerals; Marketing Strategy; Price; Business Strategy; Product Development; Manufacturing Industry; Consumer Products Industry; Singapore