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Publications
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- Faculty Publications (1,993)
- November 2010
- Article
Capitalizing on the Underdog Effect
By: Anat Keinan, Neeru Paharia and Jill Avery
This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details
Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
- November 2010
- Article
People Often Trust Eloquence More Than Honesty
By: Todd Rogers and Michael I. Norton
This article presents a dual interview based on a research study we conducted. Our study found that an artful dodger of questions was generally considered more likable than a person who answered the same questions directly but with less eloquence. We comment on the... View Details
- 26 Oct 2010
- Other Presentation
Anchor Institutions and Urban Economic Development: From Community Benefit to Shared Value
ProfessorMichael E. Porter: Initiative for a Competitive Inner CityCopyright View Details
- October 2010 (Revised June 2014)
- Case
Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard
By: Robert S. Kaplan and Ricardo Reisen de Pinho
A new management team at VW do Brazil develops and deploys a strategy map and Balanced Scorecard to accomplish a turnaround and cultural change after eight consecutive years of financial losses and market share declines. The team uses the strategy map to align... View Details
- October 2010 (Revised January 2011)
- Case
Toyota Recalls (A): Hitting the Skids
By: John A. Quelch, Carin-Isabel Knoop and Ryan Johnson
In the fall of 2009, Toyota Motor Corporation, once revered for its commitment to quality and reliability, faced a highly publicized series of recalls in the United States representing approximately a year's worth of sales in one of its most important markets. While... View Details
- October 2010 (Revised January 2011)
- Case
Charter Communications Bankruptcy
By: Paul A. Gompers and Emily Weisburst
Charter Communications' bankruptcy presents an opportunity for some of its creditors to convert their debt holdings into equity. A mutual fund manager must determine how to maximize his debt investment in Charter given the restructuring and decide whether to... View Details
- 2010
- Book
Buy-In: Saving Your Good Idea from Getting Shot Down
By: John P. Kotter and Lorne A. Whitehead
You've got a good idea. You know it could make a crucial difference for you, your organization, your community. You present it to the group but get confounding questions, inane comments, and verbal bullets in return. Before you know what's happened, your idea is dead,... View Details
- October 2010
- Article
Culture Clash: The Costs and Benefits of Homogeneity
This paper develops an economic theory of the costs and benefits of corporate culture-in the sense of shared beliefs and values in order to study the effects of "culture clash" in mergers and acquisitions. I first use a simple analytical framework to show that shared... View Details
- September 2010
- Teaching Note
China Mobile's Rural Communications Strategy (TN)
By: William C. Kirby and F. Warren McFarlan
Teaching Note for 309034. View Details
- September 2010 (Revised December 2022)
- Case
Recruiting Andrew Yard (A)
By: Brian J. Hall, Nicole S. Bennett and Sara del Nido
This case describes a compensation negotiation between a global HR director and a candidate for a high-level executive position. The situation becomes awkward when the candidate feels insulted because he is given a monetary incentive to join the company more quickly... View Details
- September 2010 (Revised July 2012)
- Supplement
Recruiting Andrew Yard (B)
By: Brian J. Hall, Nicole Shae Bennett and Sara del Nido
This case describes a compensation negotiation between a global HR director and a candidate for a high-level executive position. The situation becomes awkward when the candidate feels insulted because he is given a monetary incentive to join the company more quickly... View Details
- September 2010 (Revised July 2012)
- Supplement
Recruiting Andrew Yard (C)
By: Brian J. Hall, Nicole Shae Bennett and Sara del Nido
This case describes a compensation negotiation between a global HR director and a candidate for a high-level executive position. The situation becomes awkward when the candidate feels insulted because he is given a monetary incentive to join the company more quickly... View Details
- September 2010 (Revised July 2021)
- Case
Gone Rural
By: Andre F. Perold
Gone Rural employs 750 women in rural communities across Swaziland to produce handwoven baskets and other hand-crafted items. The women are mostly grandmothers caring for children orphaned as a result of the country's high AIDS-related death rate. The company has a... View Details
- Article
Selling to Many Countries Within the U.S.
By: Frank V. Cespedes and Michael Wong
In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic... View Details
- August 2010 (Revised July 2011)
- Supplement
Erik Peterson at Biometra (C)
By: John J. Gabarro, Thomas J. DeLong and Jevan Soo
Describes the outcome of Erik Peterson's meetings over the course of two days with a number of senior executives from the parent company. Students should have read the (A) and (B) cases. The (C) case may be assigned with the (D) case. A redisguised and updated version... View Details
- 2010
- Working Paper
Venture Capital Investment in the Clean Energy Sector
By: Shikhar Ghosh and Ramana Nanda
We examine the extent to which venture capital is adequately positioned for the rapid commercialization of clean energy technologies in the United States. While there are several startups in clean energy that are well-suited to the traditional venture capital... View Details
- July 2010
- Case
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
- July 2010
- Teaching Note
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug (Brief Case)
By: John A. Quelch and Heather Beckham
Teaching note to case #4240. View Details
- July 2010 (Revised August 2012)
- Case
Assistant Professor Jo Worthington (A)
A relatively inexperienced professor struggles with managing a case discussion in a class based on numeric analysis. The class is lethargic and time is tight; she considers both a number of possible reasons for their disinterest and different teaching strategies to... View Details
- July 2010 (Revised August 2012)
- Supplement
Assistant Professor Jo Worthington (B)
A professor teaching a case discussion based on numeric analysis is pleased that a student finally "cracks" the case--but the numbers differ from her own. The instructor has to decide how to handle the discrepancy. View Details