by Youngme Moon - Publications - Faculty & Research - Harvard Business School

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March 2002 (Revised January 2003)
Case

Microsoft: Positioning the Tablet PC

By: Youngme E. Moon and Christina L. Darwall

Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment... View Details

Keywords: Technological Innovation; Product Positioning; Market Entry and Exit; Information Infrastructure; Applications and Software; Computer Industry

1999
Working Paper

Machines and Mindlessness: Social Responses to Computers

By: Clifford Nass and Youngme Moon

March 2009
Supplement

(PRODUCT) RED Video (A) & (B)

By: Youngme E. Moon and Michael I. Norton

Keywords: Media

April 2004 (Revised June 2004)
Teaching Note

Starbucks: Delivering Customer Service (TN)

By: Youngme E. Moon and John A. Quelch

Teaching Note to (9-504-016). View Details

Keywords: Customer Relationship Management; Food and Beverage Industry

1998
Working Paper

Are People Polite to Computers? Responses to Computer-Based Interviewing Systems

By: Clifford Nass, Youngme Moon and Paul Carney

May 2021
Teaching Note

Zeynep Ton: The Good Jobs Strategy

By: Frances X. Frei, Francesca Gino and Youngme Moon

Teaching Note for HBS Case No. 921-703. View Details

May 2021
Teaching Note

Megan Ming Francis: Leadership and Racial Injustice

By: Francesca Gino, Frances X. Frei and Youngme Moon

Teaching Note for Multimedia Case No. 921-701. View Details

Keywords: Racial Injustice; Race; Prejudice and Bias; Organizational Change and Adaptation; Leadership

June 2021
Teaching Note

Bozoma Saint John: Leading with Authenticity and Urgency

By: Frances X. Frei, Francesca Gino and Youngme Moon

Teaching Note for HBS Case No. 921-708. View Details

February 2022
Case

Paul Polman

By: Elizabeth A. Keenan, Youngme Moon and Susie Ma

Over his 40-year career, Paul Polman had led some of the world’s largest consumer goods companies, making his biggest mark as CEO of Unilever—a multi-national corporation that produced everything from soap to soup. Polman was also well-regarded as a leader in corporate... View Details

Keywords: Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Leadership; Corporate Accountability; Personal Development and Career; Corporate Social Responsibility and Impact; Ethics; Values and Beliefs; Social Issues; Philanthropy and Charitable Giving

May 2002 (Revised October 2005)
Case

Marketing Antidepressants: Prozac and Paxil

By: Youngme E. Moon and Kerry Herman

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States

June 2007
Article

Companies and the Customers Who Hate Them

By: Gail McGovern and Youngme Moon

Keywords: Customers; Business Ventures

Find at Harvard

December 1999 (Revised November 2000)
Background Note

Pricing and Market Making on the Internet

By: Robert J. Dolan and Youngme E. Moon

Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. View Details

Keywords: Price; Marketing Strategy; Auctions; Digital Platforms; Negotiation; Internet and the Web

July 2000 (Revised May 2002)
Case

Gateway: Moving Beyond the Box

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar

Gateway has opened retail stores to differentiate itself from its competitors (e.g., Dell). Describes how the company has created an excellent service experience, but has struggled financially as a result. View Details

Keywords: Transition; Change Management; Valuation; Service Operations; Service Delivery; Distribution Channels; Computer Industry; Electronics Industry; United States

May 2005 (Revised March 2007)
Teaching Note

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

Teaching Note to (9-505-024). View Details

Keywords: Electronics Industry

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

March 1999 (Revised August 1999)
Case

Coop, The: Market Research

By: Ruth Bolton and Youngme E. Moon

Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. View Details

Keywords: Marketing; Cost; Research; Markets; Quality; Decisions; Management Teams; Food and Beverage Industry; Retail Industry

January 2004
Article

Managing Price Expectations through Product Overlap

By: John T. Gourville and Youngme Moon

Keywords: Management; Price; Product

Find at Harvard

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

August 2002 (Revised June 2006)
Case

Great Dakota Bank: Online Banking

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar

In 2002, Great Dakota Bank's retail division is considering how heavily it should be promoting the company's online banking service. A recent promotional campaign appears to have significantly increased enrollments in online banking, but it is unclear whether the bank... View Details

Keywords: Banks and Banking; Internet and the Web; Customer Relationship Management; Consumer Behavior; Demand and Consumers; Technological Innovation; Customer Value and Value Chain; Customer Satisfaction; Management; Service Operations; Banking Industry

February 2000 (Revised April 2000)
Case

RadioShack

By: V. Kasturi Rangan, Youngme E. Moon and Marie Bell

Outlines the transformation of RadioShack stores from a parts and accessories business to a provider of high bandwidth Internet access. View Details

Keywords: Change Management; Marketing Strategy; Risk and Uncertainty; Internet

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