Publications

December 2015 (Revised June 2016)
Teaching Note

Uber: Changing the Way the World Moves

By: Youngme Moon

1998
Working Paper

The Effects of "Canned" Personalization on Outcomes in an Interactive Marketing Situation

By: Youngme Moon

2002
Article

Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality

By: Youngme Moon

Keywords: Identity; Customers; Customer Focus and Relationships

Find at Harvard

01 Jun 2012
News

FIELD 3 Tests Students

practiced while working with global partner organizations during FIELD 2. “Our objective with FIELD 3 was to provide students with an opportunity to apply and integrate the knowledge, skills, and tools acquired in the first-year curriculum,” says Senior Associate Dean... View Details

Keywords: FIELD program

01 Dec 2019
News

From Das’s Desk

the following suite of podcasts—with no end of new ideas in sight. After Hours – Professors Youngme Moon, Mihir Desai, and Felix Oberholzer-Gee enjoy a free-form exchange of ideas around the intersection of... View Details

Keywords: podcasts; lifelong learning; alumni; Colleges, Universities, and Professional Schools; Educational Services

March 2006
Course Overview Note

Consumer Marketing: Rethinking the Core

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details

Keywords: Marketing; Consumer Behavior

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

Keywords: Advertising Campaigns

July 2004 (Revised March 2006)
Teaching Note

The Birth of the Swatch (TN)

Teaching Note to (2-504-096). View Details

Keywords: History; Fashion Industry

July 2004 (Revised February 2005)
Teaching Note

Marketing Antidepressants: Prozac and Paxil (TN)

Teaching Note to (9-502-055). View Details

Keywords: Marketing; Pharmaceutical Industry

April 2004 (Revised March 2006)
Teaching Note

Ikea Invades America (TN)

Teaching Note to (2-504-094). View Details

Keywords: Retail Industry; Consumer Products Industry

May 2003 (Revised January 2006)
Teaching Note

NTT DoCoMo: Marketing i-mode (TN)

Teaching Note for (9-502-031). View Details

Keywords: Telecommunications Industry; Japan

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

October 2000 (Revised March 2001)
Case

BizRate.com

BizRate is a market research firm that collects point-of-purchase customer feedback data from retailing merchants. It then makes its findings available to consumers in the form of "BizRate star ratings," which are displayed on its website. To date, its primary revenue... View Details

Keywords: Business Education; Marketing Channels; Internet and the Web; Customer Relationship Management; Trust; Business Model; Marketing Strategy; Internet and the Web; Business Divisions; Debates; Retail Industry

February 1999 (Revised May 1999)
Case

Onsale, Inc.

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details

Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

January 2007
Class Lecture

Brand Positioning (FSS)

Keywords: Brands and Branding; Product Positioning

Find at Harvard

July 2004 (Revised March 2006)
Teaching Note

Vans: Skating on Air (TN)

Teaching Note to (9-502-077). View Details

Keywords: Apparel and Accessories Industry

June 2002 (Revised September 2002)
Case

Pokemon: Gotta Catch 'Em All (Abridged)

Pokemon, the colloquial name given to a collection of 150 fantastic, animal-inspired creatures with organic powers and the capacity to evolve, are the stars of video games, trading card games, and TV cartoons. Conceived in Japan in 1996, Pokemon quickly became that... View Details

Keywords: Brands and Branding; Age; Business or Company Management; Marketing Strategy; Product Launch; Cross-Cultural and Cross-Border Issues; Copyright; Video Game Industry; Entertainment and Recreation Industry; Japan; Asia; United States

January 2000
Teaching Note

Autobytel.com (TN)

Teaching Note for (9-500-015). View Details

Keywords: Auto Industry

March 2009
Case

The Hotel Bed Wars

This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel... View Details

Keywords: Competitive Strategy; Problems and Challenges; Customization and Personalization; Customers; Accommodations Industry