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  • All HBS Web  (7,602)
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  • May 2023
  • Article

Self-Preferencing at Amazon: Evidence from Search Rankings

By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study... View Details
Keywords: Consumer Behavior; E-commerce; Product Positioning; Brands and Branding
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Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." AEA Papers and Proceedings 113 (May 2023): 239–243.

    Flying Without a Net: Turn Fear of Change into Fuel for Success

    Confronted by omnipresent threats of job loss and change, even the brightest among us are anxious. In response, we're hunkering down, blocking ourselves from new challenges. This response hurts us and our organizations, but we fear making ourselves even more vulnerable... View Details
    • October 2010
    • Article

    Unleashing the Power of Marketing

    By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
    The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details
    Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry
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    Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
    • February 1981 (Revised May 1988)
    • Case

    Marriott's Rancho Las Palmas Resort

    Management of a resort hotel near Palm Springs is reviewing the hotel's performance nine months after opening and planning a marketing strategy for 1980. Of particular concern is the strategy to adopt during the shoulder and off-seasons when demand for the product is... View Details
    Keywords: Marketing Strategy; Accommodations Industry
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    Lovelock, Christopher H. "Marriott's Rancho Las Palmas Resort." Harvard Business School Case 581-084, February 1981. (Revised May 1988.)
    • October 1981 (Revised August 1985)
    • Case

    Vicks Health Care Division: Project Scorpio (C)

    Reveals that the new products executives have decided to recommend national expansion. They have to develop a justification and preliminary marketing plan. Emphasizes consumer and trade promotion options. Students have to complete a five-year projected P&L statement. View Details
    Keywords: Product Positioning; Health Care and Treatment; Product Launch; Health Industry
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    Yip, George S., and Jeffrey R Williams. "Vicks Health Care Division: Project Scorpio (C)." Harvard Business School Case 582-042, October 1981. (Revised August 1985.)
    • April 1986 (Revised May 1988)
    • Case

    Sun Microsystems, Inc. (B)

    By: Kim B. Clark
    Dissects the manufacturing process and procedures of a high-end computer manufacturer. The main issue is how to introduce new products and ramp them up quickly in a competitive environment where time-to-market is crucial. Focuses on engineering change orders--how they... View Details
    Keywords: Factories, Labs, and Plants; Time Management; Product Launch; Production; Business Processes; Competitive Strategy; Computer Industry
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    Clark, Kim B. "Sun Microsystems, Inc. (B)." Harvard Business School Case 686-134, April 1986. (Revised May 1988.)
    • November 2011 (Revised August 2012)
    • Background Note

    Customer Discovery and Validation for Entrepreneurs

    By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
    Provides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to... View Details
    Keywords: Customer Value and Value Chain; Entrepreneurship
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    Cespedes, Frank V., Thomas Eisenmann, and Steven G. Blank. "Customer Discovery and Validation for Entrepreneurs." Harvard Business School Background Note 812-097, November 2011. (Revised August 2012.)
    • 31 Aug 2020
    • Blog Post

    Five Important Steps before Taking the Entrepreneurial Leap

    Nina Mullen and Hilary Quartner are both from the HBS MBA Class of 2017. Nina has deep strategy and consumer products experience, notably at Bain & Company and Harry’s (where she focused on launching Harry’s at Target). Most recently,... View Details
    • November 2009
    • Supplement

    Managing a Global Team: Greg James at Sun Microsystems, Inc. (B)

    By: Tsedal Neeley
    This case updates students on the steps Greg James took to solve the problems that instigated the crisis documented in “Managing a Global Team: Greg James at Sun Microsystems, Inc. (A).” We find out how James solves the process problems involved in his team's breakdown... View Details
    Keywords: Customer Satisfaction; Globalized Firms and Management; Crisis Management; Service Delivery; Business Processes; Performance Productivity; Groups and Teams; Technology Industry
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    Neeley, Tsedal. "Managing a Global Team: Greg James at Sun Microsystems, Inc. (B)." Harvard Business School Supplement 410-020, November 2009.
    • December 2022
    • Technical Note

    Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework

    By: George Serafeim
    The transition to a low carbon economy introduces many risks and opportunities for businesses. Risks emerge from regulatory actions, such as carbon taxes and cap and trade systems, technological innovation that develop alternatives for customers making existing... View Details
    Keywords: Risk Assessment; Opportunities; Environmental Sustainability; Carbon Footprint; Risk Management; Competitive Dynamics; Business Analysis; Climate Change; Accounting; Finance; Valuation; Business and Shareholder Relations; Technological Innovation; Transition; Product Positioning; Renewable Energy; Analysis
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    Serafeim, George. "Risks and Opportunities from the Transition to a Low Carbon Economy: A Business Analysis Framework." Harvard Business School Technical Note 123-014, December 2022.
    • May 1997 (Revised October 2007)
    • Case

    Teradyne: The Aurora Project

    By: Joseph L. Bower
    Three cases deal with the introduction of a new product to Teradyne's line of semiconductor test equipment. Teradyne: Managing Strategic Change provides historic and administrative background for the other two cases. This case deals with the problems facing the head of... View Details
    Keywords: Business Divisions; Business Startups; Customer Satisfaction; Product Launch; Product Development; Corporate Strategy; Semiconductor Industry
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    Bower, Joseph L. "Teradyne: The Aurora Project." Harvard Business School Case 397-114, May 1997. (Revised October 2007.)
    • February 1992 (Revised December 1992)
    • Case

    MCI Vision (A)

    By: Frank V. Cespedes
    This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI.... View Details
    Keywords: Change Management; Marketing Strategy; Product Launch; Product Development; Groups and Teams; Sales; Opportunities; Competitive Strategy
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    Cespedes, Frank V. "MCI Vision (A)." Harvard Business School Case 592-083, February 1992. (Revised December 1992.)
    • April 2016 (Revised November 2017)
    • Case

    InMobi: Reimagining Mobile Advertising

    By: Sunil Gupta and Saloni Chaturvedi
    InMobi, a mobile advertising company, considered one of India's first unicorns, has launched a new product called Miip. InMobi hopes that the product will grow its revenue eight times by 2018. Visually identified by a mascot, Miip seeks to reimagine adverting by... View Details
    Keywords: Mobile App; Advertising; India; Applications and Software; Globalization; Digital Marketing; Mobile and Wireless Technology; Advertising Industry; China; India
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    Gupta, Sunil, and Saloni Chaturvedi. "InMobi: Reimagining Mobile Advertising." Harvard Business School Case 516-030, April 2016. (Revised November 2017.)
    • October 2016 (Revised November 2018)
    • Case

    Indigo Agriculture

    By: Marco Iansiti, Michael W. Toffel and Christine Snively
    Indigo Agriculture had successfully developed and launched its first commercial product, microbe-enhanced cotton seeds, on an accelerated product development timeline. In late 2016, as the company was about to launch its second product, winter wheat, the management... View Details
    Keywords: Product Development; Agribusiness; Science-Based Business; Operations; Management; Agriculture and Agribusiness Industry; Technology Industry
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    Iansiti, Marco, Michael W. Toffel, and Christine Snively. "Indigo Agriculture." Harvard Business School Case 617-020, October 2016. (Revised November 2018.)
    • January 1988 (Revised March 1995)
    • Supplement

    Digital Equipment Corp.: The Endpoint Model (B2)

    By: David A. Garvin
    Should follow Digital Equipment Corp.: The Endpoint Model (B1). A new plant manager has been hired; the case describes her experience, management philosophy, goals in the plant, and handling of a production problem. View Details
    Keywords: Experience and Expertise; Goals and Objectives; Production; Problems and Challenges; Technology Industry
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    Garvin, David A. "Digital Equipment Corp.: The Endpoint Model (B2)." Harvard Business School Supplement 688-061, January 1988. (Revised March 1995.)
    • January 2021 (Revised March 2021)
    • Case

    THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)

    By: Jill Avery, Ayelet Israeli and Emma von Maur
    THE YES, a multi-brand shopping app launched in May 2020 offered a new type of buying experience for women’s fashion, driven by a sophisticated algorithm that used data science and machine learning to create and deliver a personalized store for every shopper, based on... View Details
    Keywords: Data; Data Analytics; Artificial Intelligence; AI; AI Algorithms; AI Creativity; Fashion; Retail; Retail Analytics; E-Commerce Strategy; Platform; Platforms; Big Data; Preference Elicitation; Preference Prediction; Predictive Analytics; App Development; "Marketing Analytics"; Advertising; Mobile App; Mobile Marketing; Apparel; Online Advertising; Referral Rewards; Referrals; Female Ceo; Female Entrepreneur; Female Protagonist; Analytics and Data Science; Analysis; Creativity; Marketing Strategy; Brands and Branding; Consumer Behavior; Demand and Consumers; Forecasting and Prediction; Marketing Channels; Digital Marketing; Internet and the Web; Mobile and Wireless Technology; AI and Machine Learning; E-commerce; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States
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    Avery, Jill, Ayelet Israeli, and Emma von Maur. "THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)." Harvard Business School Case 521-070, January 2021. (Revised March 2021.)
    • August 2015 (Revised March 2017)
    • Case

    Planters Nuts

    By: Robert J. Dolan and Donald K. Ngwe
    In 2012 Planters had about $1 billion in U.S. annual revenues, but had experienced declining unit sales and household penetration over the past six years. The snack nuts category was growing overall, but household spending was shifting away from peanuts, cashews, and... View Details
    Keywords: Product Marketing; Product Positioning; Marketing Strategy; Food and Beverage Industry
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    Dolan, Robert J., and Donald K. Ngwe. "Planters Nuts." Harvard Business School Case 516-004, August 2015. (Revised March 2017.)
    • 02 Oct 2020
    • News

    Computer Simulations Are Better — and More Affordable — than Ever

    • Research Summary

    Fitting In Without Giving In: Addressing the Effectiveness-Authenticity Dilemma in Cross-Cultural Interactions

    In this project, Andy Molinsky and I examine the process of adapting to a new culture as it unfolds in specific episodes. A common assumption in practice and research is that when faced with a new cultural context, one needs to either adopt the cultural scripts of... View Details

    Keywords: Cultural Adaptation; Cross-cultural Dynamics; Authenticity
    • February 2008
    • Case

    EFI, Inc. (A)

    By: David B. Godes and Lauren Barley
    EFI has a unique sales compensation challenge. They cannot allocate sales credit for their core product to individual salespeople. So, they've historically paid the sales force as a team. This has worked out fine, since they've been a near-monopoly seller of a single... View Details
    Keywords: Change Management; Compensation and Benefits; Performance Evaluation; Groups and Teams; Salesforce Management; Motivation and Incentives
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    Godes, David B., and Lauren Barley. "EFI, Inc. (A)." Harvard Business School Case 508-044, February 2008.
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