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  • October 2007 (Revised March 2008)
  • Case

First National Bank's Golden Opportunity

By: Shawn A. Cole, Peter Tufano, Daniel Schneider and Daryl Collins
Executives at First National Bank in South Africa are considering whether to launch a potentially exciting, but rather unorthodox, new savings product. Instead of paying interest, this product gives depositors the chance to win large cash prizes each month. Michael... View Details
Keywords: Decision Choices and Conditions; Banks and Banking; Investment; Innovation and Invention; Product Launch; Demand and Consumers; Banking Industry; South Africa
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Cole, Shawn A., Peter Tufano, Daniel Schneider, and Daryl Collins. "First National Bank's Golden Opportunity." Harvard Business School Case 208-072, October 2007. (Revised March 2008.)
  • June 2025
  • Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli
TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details
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Yang, Jeremy, and Ayelet Israeli. "Full-Funnel Advertising on TikTok: An Experiment." Harvard Business School Exercise 525-066, June 2025.
  • May 1999
  • Background Note

Note on Behavioral Pricing

By: John T. Gourville
The note introduces the behavioral or psychological aspects of consumer price acceptance. Begins by reviewing the traditional economic approach to product pricing and consumer price acceptance--namely, that consumers should be willing to purchase anytime a product's... View Details
Keywords: Customer Satisfaction; Decisions; Fairness; Price; Marketing Strategy; Behavior; Perspective; Public Opinion
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Gourville, John T. "Note on Behavioral Pricing." Harvard Business School Background Note 599-114, May 1999.
  • Article

Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships

By: Irene Consiglio, Daniella Kupor, Francesca Gino and Michael I. Norton
We document the existence and consequences of brand flirting: a short-lived experience in which a consumer engages with and/or indulges in the alluring qualities of a brand without committing to it. We propose that brand flirting is exciting and that when consumers... View Details
Keywords: Consumer Behavior; Brands and Branding; Emotions
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Consiglio, Irene, Daniella Kupor, Francesca Gino, and Michael I. Norton. "Brand (In)fidelity: When Flirting with the Competition Strengthens Brand Relationships." Journal of Consumer Psychology 28, no. 1 (January 2018): 5–22.
  • 19 Oct 2021
  • Cold Call Podcast

Should Global Beer Company Molson Coors Dive into the Cannabis Beverages Business?

Keywords: Re: Derek C. M. van Bever
  • June 2023
  • Exercise

Clash of Two Giants Simulation Exercise Instructions

By: Feng Zhu and Marco Iansiti
Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details
Keywords: Platform Strategies; Technology Platform; Customer Acquisition; Network Effects; Digital Platforms; Marketplace Matching; Strategy
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Zhu, Feng, and Marco Iansiti. "Clash of Two Giants Simulation Exercise Instructions." Harvard Business School Exercise 623-092, June 2023.
  • May 2005 (Revised January 2008)
  • Case

Inniskillin and the Globalization of Icewine

By: Geoffrey G. Jones and Jillian Hirasawa
Deals with the growth of the icewine industry and follows Vincor International as it creates an international market for its Inniskillin Icewine--a luxury alcoholic beverage consumed as a dessert wine. Gives the history of the alcoholic beverage industry in Canada and... View Details
Keywords: Global Strategy; Globalized Markets and Industries; Marketing Strategy; Product Marketing; Luxury; Food and Beverage Industry; Canada
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Jones, Geoffrey G., and Jillian Hirasawa. "Inniskillin and the Globalization of Icewine." Harvard Business School Case 805-129, May 2005. (Revised January 2008.)
  • Research Summary

Overview

By: Jill J. Avery
I love brands and have been managing them and studying them for 25 years, as a brand manager and as an academic researcher and teacher. My research program focuses on brand management and customer relationship management and centers on themes relating to the meaning of... View Details
  • August 2018
  • Case

Four Products: Predicting Diffusion (2018)

By: John Gourville
One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch
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Gourville, John. "Four Products: Predicting Diffusion (2018)." Harvard Business School Case 519-018, August 2018.

    Willy C. Shih

    Willy Shih is the Robert and Jane Cizik Professor of Management Practice in Business Administration.  He is part of the Technology and Operations Management Unit, and he teaches in the MBA and Executive Education Programs.  His expertise is in manufacturing, product... View Details

    Keywords: aerospace; automotive; biotechnology; communications; computer; digital imaging; electrical equipment; electronics; entertainment; high technology; industrial goods; information technology industry; manufacturing; retailing; semiconductor
    • June 1998 (Revised September 1998)
    • Case

    Case for Brand Loyalty, A

    Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. The era of relationship marketing, with its focus on retaining customers for life, has instilled yet greater interest in the... View Details
    Keywords: Consumer Behavior; Brands and Branding
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    Fournier, Susan M., and Julie Yao. "Case for Brand Loyalty, A." Harvard Business School Case 598-023, June 1998. (Revised September 1998.)
    • 2010
    • Working Paper

    Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages

    By: Juan Alcacer and Minyuan Zhao
    This study looks at the role of firms' internal linkages in highly competitive technology clusters, where much of the world's R&D takes place. The leading players in these clusters are multi-location firms that organize and integrate knowledge across sites worldwide.... View Details
    Keywords: Geographic Location; Collaborative Innovation and Invention; Technological Innovation; Knowledge Use and Leverage; Industry Clusters; Research and Development; Competitive Advantage; Semiconductor Industry
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    Alcacer, Juan, and Minyuan Zhao. "Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages." Harvard Business School Working Paper, No. 10-064, February 2010.
    • January–February 2017
    • Article

    Africa's New Generation of Innovators

    By: Clayton M. Christensen, Efosa Ojomo and Derek van Bever
    With a young, urbanizing population, abundant natural resources, and a growing middle class, Africa seems to have all the ingredients necessary for huge growth. Nevertheless, a number of multinationals have recently left the continent, discouraged by widespread... View Details
    Keywords: Innovation Strategy; Multinational Firms and Management; Economic Growth; Africa
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    Christensen, Clayton M., Efosa Ojomo, and Derek van Bever. "Africa's New Generation of Innovators." Harvard Business Review 95, no. 1 (January–February 2017): 129–136.
    • 05 Dec 2014
    • News

    Life settlement gets a welcome face-lift

      John A. Quelch

      John A. Quelch is Executive Vice Chancellor and Distinguished Professor of Social Science at Duke Kunshan University. He is also John DeButts Professor at Duke University's Fuqua School of Business.  Between 2017 and 2023 he was the Leonard M. Miller University... View Details

      Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products
      • November 2018 (Revised April 2019)
      • Case

      Zespri Grows

      By: David E. Bell and Natalie Kindred
      Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit but... View Details
      Keywords: Agribusiness; Kiwi; Kiwifruit; Agriculture; Global Supply Chain; Branding; Produce; Coordinated Industry Structure; Industry Coordination; Countercyclical Supply; New Product Development; Product Strategy; Differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; New Zealand
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      Bell, David E., and Natalie Kindred. "Zespri Grows." Harvard Business School Case 519-047, November 2018. (Revised April 2019.)
      • 04 Sep 2007
      • Working Paper Summaries

      Why Do Intermediaries Divert Search?

      Keywords: by Andrei Hagiu & Bruno Jullien
      • 2019
      • Working Paper

      Soul and Machine (Learning)

      By: Davide Proserpio, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu and Hema Yoganarasimhan
      Machine learning is bringing us self-driving cars, improved medical diagnostics, and machine translation, but can it improve marketing decisions? It can. Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to rich media... View Details
      Keywords: Machine Learning; Technological Innovation; Marketing; AI and Machine Learning
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      Proserpio, Davide, John R. Hauser, Xiao Liu, Tomomichi Amano, Alex Burnap, Tong Guo, Dokyun Lee, Randall Lewis, Kanishka Misra, Eric Schwarz, Artem Timoshenko, Lilei Xu, and Hema Yoganarasimhan. "Soul and Machine (Learning)." Harvard Business School Working Paper, No. 20-036, September 2019.
      • June 2012
      • Case

      PV Technologies, Inc.: Were They Asleep at the Switch?

      By: Frank V. Cespedes and Diane Badame
      PV Technologies, Inc. is an industry-leading manufacturer of photovoltaic inverters used to convert the direct current output of solar panels into alternating current for the commercial power grid. In conjunction with a request for proposal, the company's largest... View Details
      Keywords: Marketing Strategy; Customer Relationship Management; Competitive Strategy; Product Marketing; Energy Industry; Technology Industry; United States
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      Cespedes, Frank V., and Diane Badame. "PV Technologies, Inc.: Were They Asleep at the Switch?" Harvard Business School Brief Case 913-505, June 2012.
      • 2003
      • Casebook

      Professional Services: Text and Cases

      By: Thomas J. DeLong and Ashish Nanda
      DeLong and Nanda's Professional Services: Text and Cases is the first casebook to be published on the management of professional service firms (law firms, architecture, financial services, consulting). It includes a comprehensive selection of case studies that... View Details
      Keywords: Professional Service Firms; Management; Cases
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      DeLong, Thomas J., and Ashish Nanda. Professional Services: Text and Cases. New York: McGraw-Hill/Irwin, 2003.
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