Publications
Publications
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- All HBS Web
(2,113)
- Faculty Publications (194)
- July 2013 (Revised August 2017)
- Case
TaKaDu
By: Elie Ofek and Matthew Preble
In December 2012, Amir Peleg, founder and CEO of TaKaDu, reflected on how to position his young firm for the next fiscal year and beyond. The small Israeli startup had developed an innovative software system that used patented algorithms and statistical analysis to... View Details
Keywords: Innovation; Customer Selection; Business Marketing; High-tech Marketing; Enterprise Resource Planning; Water Resources; Water Management; Utilities; Product Positioning; Expansion; Resource Allocation; Applications and Software; Entrepreneurship; Business Startups; Business Strategy; Innovation and Invention; Growth and Development Strategy; Utilities Industry; Australia; Israel
- June 2013 (Revised November 2013)
- Case
Bluefin Labs: The Acquisition by Twitter
By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter... View Details
- June 2013 (Revised March 2015)
- Case
Open Innovation at Siemens
By: Karim R. Lakhani, Katja Hutter, Stephanie Healy Pokrywa and Johann Fuller
The case describes Siemens, a worldwide innovator in the Energy, Healthcare, Industry, and Infrastructure & Cities sectors, and its efforts to develop and commercialize new R&D through open innovation, including internal and external crowdsourcing contests. Emphasis is... View Details
- January 2013 (Revised April 2015)
- Case
Affinity Labs: Valuing Customer Growth
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
- November–December 2012
- Article
Toward a Theory of Extended Contact: The Incentives and Opportunities for Bridging Across Network Communities
By: Maxim Sytch, Adam Tatarynowicz and Ranjay Gulati
This study investigates the determinants of bridging ties within networks of interconnected firms. Bridging ties are defined as nonredundant connections between firms located in different network communities. We highlight how firms can enter into these relationships... View Details
- November 2012
- Case
New Balance Athletic Shoe, Inc. (Abridged)
By: H. Kent Bowen, Robert S. Huckman, Carin-Isabel Knoop and Matthew Preble
Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok—a transaction that would join the second- and third-largest companies in the industry. Highlights the unique... View Details
- November 2012
- Teaching Note
Groupon (TN)
By: Sunil Gupta, Ray Weaver and Yien Hao Lock
On November 4, 2011, Groupon, a marketing services company that promoted local businesses by selling deeply discounted vouchers for their products and services, completed its initial public offering that valued the company at $17 billion. Within a year Groupon's share... View Details
- August 2012 (Revised October 2015)
- Case
LinkedIn Corporation, 2012
By: David Yoffie and Liz Kind
Since its inception in 2003, LinkedIn had become a leading Silicon Valley institution with a brand name that was recognizable throughout the U.S. and in many countries overseas. As of March 2012, LinkedIn was the world's largest professional network on the Internet... View Details
- June 2012
- Case
Innovating at AT&T: Partnering to Lead the Broadband Revolution
By: Lynda M. Applegate, Phillip Andrews and Kerry Herman
In 2010, the U.S. retail market value for next-generation non-handset wirelessly-enabled devices was just over $1 billion. By 2011 it had grown 1,141% to $13.2 billion and was forecast to reach $24.7 billion in 2015. At the same time, user demand for data was surging... View Details
Keywords: Innovation ＆ Entrepreneurship; Team Leadership; Emerging Technologies; Business Models; Business To Business; Corporate Vision; Growth Strategy; Corporate Culture; Innovation and Invention; Corporate Entrepreneurship; Partners and Partnerships; Leadership; Mobile and Wireless Technology; Growth and Development Strategy; Globalized Firms and Management; Business Model; Technology Industry; United States
- May 2012 (Revised January 2013)
- Case
Wikipedia: Project Esperanza
By: Mikolaj Jan Piskorski, Andreea Gorbatai and Tiona Zuzul
In October 2006, Wikipedia was the largest volunteer-run on-line encyclopedia which could be freely read and edited by anyone with internet access. Within almost six years of its founding in 2001, the project had attracted hundreds of thousands of editors who had... View Details
- April 2012 (Revised May 2012)
- Case
EILEEN FISHER: Repositioning the Brand
By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details
Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry
- April 2012 (Revised August 2013)
- Case
General Motors Technical Center India – Powertrain Engineering
By: Willy Shih, William Jurist, Brian McIntosh and Helen Wang
Prabjot Nanua was proud of the growing capabilities of the General Motors Technical Center India Powertrain Engineering group that he oversaw. Since 2003, engineers there had expanded the center's capabilities, developing a reputation within GM for completing... View Details
- 2012
- Chapter
Problem Solving and Search in Networks
By: David Lazer and Ethan Bernstein
This chapter examines the role that networks play in facilitating or inhibiting search for solutions to problems at both the individual and collective levels. At the individual level, search in networks enables individuals to transport themselves to a very different... View Details
- March 2012
- Case
Angry Birds
By: Sunil Gupta and Dharmishta Rood
Within months of its launch in December 2009, Angry Birds, a mobile game created by a small Finnish company, Rovio Entertainment Ltd., became an international hit. By late 2011, Rovio was not only making Angry Birds games for the iPhone, Android and other mobile... View Details
- June 2011 (Revised August 2011)
- Case
Colgate-Palmolive: Staying Ahead in Oral Care
By: Rebecca M. Henderson and Ryan Johnson
In 2011, Colgate-Palmolive (Colgate) was the global leader in oral care, with a dominant market share lead in toothpaste and a growing presence in toothbrushes and mouthwash. However, the firm faced stiff competition with perennial rivals P&G increasing their focus on... View Details
- May 2011 (Revised July 2011)
- Case
Fiat-Chrysler Alliance: Launching the Cinquecento in North America
By: Gary P. Pisano, Phillip Andrews and Alessandro Di Fiore
Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)—a very small, iconic Italian car that had strong sales in Europe—was delivered on March 10, 2011. The Italian automaker re-entered the market through an alliance... View Details
- February 2011 (Revised November 2013)
- Case
The Cheezburger Network
By: John Deighton and Leora Kornfeld
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the traffic of 1 billion page views per quarter. In January 2011, it raised $30 million in venture capital for the... View Details
- February 2011 (Revised December 2012)
- Case
Coca-Cola on Facebook
By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry