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  • All HBS Web  (1,836)
    • People  (3)
    • News  (306)
    • Research  (1,037)
    • Events  (6)
    • Multimedia  (27)
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  • 2002
  • Case

Southwest Airlines

By: Vijay Govindarajan and Julie Lang
Southwest used its short-haul and point-to-point strategy to achieve the lowest operating cost structure in the domestic airline industry. Flexible contracts and a rigorous peer recruiting process aligned its 35,000 employees with this strategy. View Details
Keywords: Cost; Air Transportation; Business Strategy; Air Transportation Industry
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Govindarajan, Vijay, and Julie Lang. "Southwest Airlines." 2002. (Case No. 2-0012.)
  • August 28, 2019
  • Article

How to Make Your Sales Forecasts More Accurate

By: Lou Shipley
Companies need consistently accurate sales forecasts — but unfortunately they are rare. That’s because many companies fail to align their sales and marketing departments, and that alignment is a prerequisite for forecast accuracy. Companies can achieve better alignment... View Details
Keywords: Sales; Forecasting and Prediction; Marketing; Alignment; Technology
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Shipley, Lou. "How to Make Your Sales Forecasts More Accurate." Harvard Business Review Digital Articles (August 28, 2019).
  • 05 Dec 2023
  • Cold Call Podcast

What Founders Get Wrong about Sales and Marketing

Keywords: Re: Mark N. Roberge
  • March 2018 (Revised April 2018)
  • Case

Designing a Compliance Program at AB InBev

By: Eugene Soltes
Compliance programs help companies align the interests and behavior of employees with external expectations and regulation. The case discusses how AB InBev, a major brewer, developed its compliance program. View Details
Keywords: Governance; Crime and Corruption; Governance Compliance; Consumer Products Industry; Africa; Europe; India; North America
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Soltes, Eugene. "Designing a Compliance Program at AB InBev." Harvard Business School Case 118-071, March 2018. (Revised April 2018.)
  • April 2022 (Revised May 2022)
  • Case

Mastercard Labs (A)

By: Linda A. Hill, Sunil Gupta, Emily Tedards and Julia Kelley
When Ajaypal (Ajay) Banga became the CEO of Mastercard in 2010, he shifted the company’s competitive focus from card networks to cash itself. Mastercard’s new vision of a “World Beyond Cash” distilled into a three-pronged framework: Grow the core business, Diversify... View Details
Keywords: Organizational Behavior; Culture; Culture Change; Organizational Adaptation; Organizational Effectiveness; Alignment; Leadership; Leadership Development; Innovation; Innovation Ecosystems; Ecosystem; Diversity; Collaboration; Co-creation; Learning Organizations; Empowerment; Globalization; Agility; Prototype; Experiment; Partnerships; Operating Model; Risk Management; Metrics; Payments; Financial Inclusion; Financial Industry; Ambidexterity; Corporate Innovation; Innovation Lab; Digital Transformation; Digital Strategy; Credit Cards; Innovation Leadership; Organizational Culture
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Hill, Linda A., Sunil Gupta, Emily Tedards, and Julia Kelley. "Mastercard Labs (A)." Harvard Business School Case 422-080, April 2022. (Revised May 2022.)
  • 02 Aug 2022
  • Research & Ideas

6 Strategies for Building Socially Responsible—and Profitable—Companies

A dozen years ago, Harvard Business School Professor George Serafeim wondered why some companies operated with an eye toward the greater good, while most did not. Back then, he always got the same response: Corporate leaders thought social and environmental practices... View Details
Keywords: by Lane Lambert
  • 2024
  • Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe
Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details
Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry
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Brand, James, Ayelet Israeli, and Donald Ngwe. "Using LLMs for Market Research." Harvard Business School Working Paper, No. 23-062, April 2023. (Revised July 2024.)
  • January 1995 (Revised September 2011)
  • Case

Charlotte Beers at Ogilvy & Mather Worldwide (A)

By: Herminia M. Ibarra and Nicole Sackley
Examines Beer's actions on assuming leadership of Ogilvy & Mather Worldwide, the world's sixth largest advertising agency, during a period of rapid industry change and organizational crisis. Focuses on how Beers, the first outsider CEO, engages and leads a senior team... View Details
Keywords: Organizational Change and Adaptation; Leadership; Advertising; Organizational Structure; Advertising Industry
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Ibarra, Herminia M., and Nicole Sackley. "Charlotte Beers at Ogilvy & Mather Worldwide (A)." Harvard Business School Case 495-031, January 1995. (Revised September 2011.)
  • May 2023
  • Article

Political Ideology and International Capital Allocation

By: Elisabeth Kempf, Mancy Luo, Larissa Schäfer and Margarita Tsoutsoura
Does investors' political ideology shape international capital allocation? We provide evidence from two settings—syndicated corporate loans and equity mutual funds—to show ideological alignment with foreign governments affects the cross-border capital allocation by... View Details
Keywords: Capital Flows; Syndicated Loans; Mutual Funds; Partisanship; Polarization; Elections; Political Ideology; Banks and Banking; Institutional Investing; Behavioral Finance; Decision Choices and Conditions
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Kempf, Elisabeth, Mancy Luo, Larissa Schäfer, and Margarita Tsoutsoura. "Political Ideology and International Capital Allocation." Journal of Financial Economics 148, no. 2 (May 2023): 150–173.
  • 2025
  • Working Paper

Public Displays of Alignment: Firm Speech in Autocratic Regimes

By: Joris Mueller, Jaya Y. Wen and Cheryl Wu
Political speech by firms is increasingly common around the world. This paper examines the government as an important, yet understudied, audience for such speech, focusing on how Chinese firms rhetorically align with the state. We introduce novel, general, and... View Details
Keywords: Business and Government Relations; Economic Systems; Power and Influence; Government Administration; Policy; China
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Mueller, Joris, Jaya Y. Wen, and Cheryl Wu. "Public Displays of Alignment: Firm Speech in Autocratic Regimes." Harvard Business School Working Paper, No. 25-064, June 2025.
  • July – August 2008
  • Article

Making Diverse Teams Click

By: Jeffrey T. Polzer
High interpersonal congruence-meaning alignment between team members' self-assessments and their appraisals of one another-improves the performance of diverse teams. And 360-degree feedback can help. View Details
Keywords: Groups and Teams; Alignment; Performance Evaluation; Diversity
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Polzer, Jeffrey T. "Making Diverse Teams Click." HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008): 20–21.
  • June 1994
  • Case

Nicolas G. Hayek

By: John J. Gabarro and Dominik E.D. Zehnder
With very few exceptions, established premium producers eventually begin to lose market share and profitability to new, dynamic competitiors. These companies respond by focusing on their old success strategy without regard to changes in the marketplace. This is what... View Details
Keywords: Change Management; Leadership Style; Leading Change; Alignment; Innovation Leadership; Management Teams; Apparel and Accessories Industry
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Gabarro, John J., and Dominik E.D. Zehnder. "Nicolas G. Hayek." Harvard Business School Case 495-005, June 1994.
  • May 2003
  • Background Note

How to Induce Retailers to Reduce Stockouts?

By: V.G. Narayanan
Describes how the lack of incentive alignment between retailers and their vendors can lead to stockouts. Also describes various means to reduce incentive misalignment and hence stockouts. View Details
Keywords: Motivation and Incentives; Supply Chain Management; Order Taking and Fulfillment; Distribution; Alignment; Business Strategy; Consumer Products Industry; Industrial Products Industry; Retail Industry
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Narayanan, V.G. "How to Induce Retailers to Reduce Stockouts?" Harvard Business School Background Note 103-080, May 2003.
  • October 2011 (Revised July 2013)
  • Case

Delta/Signal Corp.

By: V.G. Narayanan, Lisa Brem and Matthew Packard
This auto parts company has just ousted its longtime CEO and founder, and the new, professional CEO is badly in need of a coherent strategy, clear objectives and metrics, and initiatives that are aligned with the strategy and objectives. Will the balanced scorecard... View Details
Keywords: Balanced Scorecard; Business Strategy; Financial Reporting; Leading Change; Performance Evaluation; Growth and Development Strategy; Web Services Industry; Auto Industry
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Narayanan, V.G., Lisa Brem, and Matthew Packard. "Delta/Signal Corp." Harvard Business School Case 112-048, October 2011. (Revised July 2013.)
  • 15 Nov 2010
  • Lessons from the Classroom

Connecting Goals and Go-To-Market Initiatives

In some respects, developing strategy is the easy part. Executing that strategy in alignment with strategic priorities is where real mastery of management takes place. We asked Harvard Business School senior lecturer Frank V. Cespedes,... View Details
Keywords: by Sean Silverthorne; Retail
  • Research Summary

Cost Management and Management Control Systems in Hospitals

By: V.G. Narayanan

 Hospitals tend not to have very good cost accounting and control systems. More broadly,  there is enormous opportunity for managing costs and aligning incentives in the health care industry. I am studying how cost accounting methods can be used to... View Details

  • 2010
  • Working Paper

Employee Selection as a Control System

By: Dennis Campbell
Theories from the economics, management control, and organizational behavior literatures predict that when it is difficult to align incentives by contracting on output, aligning preferences via employee selection may provide a useful alternative. This study... View Details
Keywords: Accounting; Decision Making; Governance Controls; Employees; Selection and Staffing; Management Systems; Financial Services Industry
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Campbell, Dennis. "Employee Selection as a Control System." Harvard Business School Working Paper, No. 11-021, August 2010. (Revised September 2010, April 2012.)
  • February 2017 (Revised February 2022)
  • Background Note

Creating and Sustaining Competitive Advantage

By: Eric Van den Steen
This note gives students a systematic and comprehensive framework for analyzing and developing competitive advantage. It pays explicit attention to both creating and sustaining advantage and considers both alignment and assets as sources of advantage. View Details
Keywords: Scope; Scale; Competitive Dynamics; Value Proposition; Bargaining Power; Competitive Advantage; Assets; Alignment; Business Strategy; Design
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Van den Steen, Eric. "Creating and Sustaining Competitive Advantage." Harvard Business School Background Note 717-479, February 2017. (Revised February 2022.)
  • 23 Jul 2008
  • Sharpening Your Skills

Sharpening Your Skills: Balanced Scorecard in Action

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered How does the Balanced Scorecard (BSC) improve corporate governance? Does customer profitability increase... View Details
  • February 1999
  • Case

PDVSA & Citgo (B): Fully Integrated?

By: Ashish Nanda
Concerned that Citgo investments are not yielding sufficient returns, PDVSA constrains Citgo management's autonomy, leading to Citgo senior management turnover. The case closes with Citgo's new CEO reflecting on what he needs to do to align Citgo's strategy and... View Details
Keywords: Business Subsidiaries; Mergers and Acquisitions; Alignment; Energy Sources; Energy Industry
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Nanda, Ashish, and Leopoldo E. Lopez Mendoza. "PDVSA & Citgo (B): Fully Integrated?" Harvard Business School Case 899-221, February 1999.
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