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Publications

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  • 24 Apr 2015
  • News

An Anti-Creativity Checklist for 2015

  • Research Summary

By: Youngme Moon
This information is currently being updated. Please check back at a later date for more information. View Details
  • January 2023
  • Teaching Note

Duolingo: Teaching Languages to the Masses

By: Youngme Moon
Teaching Note for HBS Case 323-016. At the time the case is written, Duolingo is the most popular language learning service in the world. The company has more than 40 million monthly active users, and the company’s total annual revenue has reached $250 million a year.... View Details
Keywords: Marketing; Marketing Strategy; Customer Relationship Management; Acquisition; Retention; Innovation and Invention
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  • May 2017 (Revised October 2017)
  • Supplement

Uber: Changing the Way the World Moves (B)

By: Youngme Moon
This (B) case was written as a follow-up to the original case, “Uber: Changing the Way the World Moves” (HBS No. 316-101). It describes a slew of controversial incidents besetting the company in early 2017. View Details
Keywords: Marketing; Business Startups; Entrepreneurship; Competitive Strategy; Transportation; Problems and Challenges; United States
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  • December 2015 (Revised June 2016)
  • Teaching Note

Uber: Changing the Way the World Moves

By: Youngme Moon
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  • 1998
  • Working Paper

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

By: Youngme Moon
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  • 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
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  • 01 Mar 2011
  • News

HBS Faculty Approves Curriculum Innovations

and resulted in the January 19 faculty vote. NOHRIA: "Now is the right time to act to take the Harvard Business School MBA Program to the next level." “We don’t do anything without a lot of thought and care. That’s what makes us who we are,” said View Details
Keywords: Colleges, Universities, and Professional Schools; Educational Services
  • March 2009
  • Case

The Hotel Bed Wars

By: Youngme E. Moon
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
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  • October 2005 (Revised March 2006)
  • Module Note

Rethinking Positioning

By: Youngme E. Moon
Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details
Keywords: Product Positioning; Brands and Branding; Marketing
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  • April 2004 (Revised March 2006)
  • Teaching Note

Inside Intel Inside (TN)

By: Youngme E. Moon
Teaching Note to (9-502-083). View Details
Keywords: Semiconductor Industry
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  • August 2003 (Revised November 2005)
  • Teaching Note

Electronic Arts Introduces The Sims Online (TN)

By: Youngme E. Moon
Teaching Note for (9-503-008). View Details
Keywords: Entertainment and Recreation Industry
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  • February 2003 (Revised February 2006)
  • Teaching Note

BMWFilms (TN)

By: Youngme E. Moon
Teaching Note for (9-502-046). View Details
Keywords: Auto Industry; United States
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  • June 2002 (Revised September 2005)
  • Case

Online Music Distribution in a Post-Napster World

By: Youngme E. Moon
Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-to-peer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay). View Details
Keywords: Distribution; Internet and the Web; Price; Marketing Channels; Service Operations; Music Industry
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  • November 2001 (Revised August 2002)
  • Case

Audio Spotlight, The

By: Youngme E. Moon
Joe Pompei, a graduate student at the MIT Media Lab, has invented a breakthrough audio invention. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. He must now decide how to... View Details
Keywords: Corporate Entrepreneurship; Independent Innovation and Invention; Marketing; Demand and Consumers; Value Creation
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  • August 1999
  • Teaching Note

Onsale, Inc. TN

By: Youngme E. Moon
Teaching Note for (9-599-091). View Details
Keywords: Retail Industry
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  • 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
  • Teaching Note

Alessi: Evolution of an Italian Design Factory (A)-(D) (TN)

By: Youngme E. Moon
Keywords: Fashion Industry; Italy
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  • July 2004 (Revised November 2005)
  • Teaching Note

Burberry (TN)

By: Youngme E. Moon
Teaching Note to (9-504-048). View Details
Keywords: Apparel and Accessories Industry
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  • June 2004 (Revised November 2004)
  • Case

Birth of the Swatch, The

By: Youngme E. Moon
In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also... View Details
Keywords: History; Management; Product Positioning; Marketing Strategy; Business Startups; Brands and Branding; Manufacturing Industry
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