• March 2010
• Article

Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda

By: Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang

A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research... View Details

Keywords: Value Creation; Problems and Challenges; Research; Customer Relationship Management

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Lilien, Gary L., Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, and Qiong Wang. "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda." Marketing Letters 21, no. 1 (March 2010): 287–299.

• 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 2010 (Revised August 2010)
• Background Note

Advanced Leadership Note: An Institutional Perspective and Framework for Managing and Leading

By: Rosabeth M. Kanter and Rakesh Khurana

Large-scale societal issues increasingly appear on the agenda of business leaders, including poverty, health, education, business-government relations, and the degradation of the environment. These problems are not entirely new, but the forces of globalization and the... View Details

Keywords: Change Management; Framework; Global Range; Leadership; Business and Stakeholder Relations; Social Enterprise; Social Issues; Complexity

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Kanter, Rosabeth M., and Rakesh Khurana. "Advanced Leadership Note: An Institutional Perspective and Framework for Managing and Leading." Harvard Business School Background Note 410-076, January 2010. (Revised August 2010.)

• January 2010 (Revised August 2011)
• Case

United Breaks Guitars

By: John A. Deighton and Leora Kornfeld

When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details

Keywords: Communication Technology; Customer Satisfaction; Marketing Communications; Marketing Strategy; Consumer Behavior; Network Effects; Service Delivery; Social and Collaborative Networks; Internet; Air Transportation Industry

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Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.)

• December 2009 (Revised December 2012)
• Case

Sony and the JK Wedding Dance

By: John Deighton and Leora Kornfeld

Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the... View Details

Keywords: Music Entertainment; Copyright; Marketing Strategy; Consumer Behavior; Network Effects; Social and Collaborative Networks; Internet; Music Industry

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Deighton, John, and Leora Kornfeld. "Sony and the JK Wedding Dance." Harvard Business School Case 510-064, December 2009. (Revised December 2012.) (request a courtesy copy.)

• winter 2009
• Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld

The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology

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Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)

• December 2009
• Article

Negotiation? Auction? A Deal Maker's Guide

By: Guhan Subramanian

What's the best way to buy or sell an asset? Should you hold an auction and accept the most attractive offer? Or should you identify the most likely prospects and negotiate with them privately? Auctions became increasingly popular after the internet opened wide the... View Details

Keywords: Assets; Auctions; Market Transactions; Negotiation; Strategy; Decision Choices and Conditions

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Subramanian, Guhan. "Negotiation? Auction? A Deal Maker's Guide." Harvard Business Review 87, no. 12 (December 2009).

• October 2009 (Revised March 2012)
• Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld

How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details

Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry

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Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)

• 2009
• Working Paper

'I read Playboy for the Articles': Justifying and Rationalizing Questionable Preferences

By: Zoe Chance and Michael I. Norton

Keywords: Job Search; Market Participation; Market Transactions; Marketplace Matching; Relationships; Social and Collaborative Networks

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Chance, Zoe, and Michael I. Norton. "'I read Playboy for the Articles': Justifying and Rationalizing Questionable Preferences." Harvard Business School Working Paper, No. 10-018, September 2009.

• August 2009 (Revised August 2010)
• Case

Slanket: Responding to Snuggie's Market Entry

By: John A. Deighton and Leora Kornfeld

How does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another... View Details

Keywords: Digital Marketing; Brands and Branding; Product Launch; Market Entry and Exit; Social and Collaborative Networks; Internet and the Web

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Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034, August 2009. (Revised August 2010.)

• August 2009
• Teaching Note

Cyworld: Creating and Capturing Value in a Social Network (TN)

By: Sunil Gupta and Sangman Han

Teaching Note for [509012]. View Details

Keywords: Value Creation; Social and Collaborative Networks; Mergers and Acquisitions; Revenue; Leadership Style; Decision Choices and Conditions; Digital Marketing; Customers; Service Operations; Competency and Skills; Web Services Industry; South Korea

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Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network (TN)." Harvard Business School Teaching Note 510-028, August 2009.

• 2009
• Chapter

Creating Superior Customer Value in a Connected World

By: Ranjay Gulati

"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Consumer Behavior; Product Design; Social and Collaborative Networks; Value Creation

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Gulati, Ranjay. "Creating Superior Customer Value in a Connected World." In Business Network Transformation: Strategies to Reconfigure Your Business Relationships for Competitive Advantage, edited by Jeffrey Word. Jossey-Bass, 2009.

• May 2009 (Revised January 2011)
• Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web

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Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)

• 2009
• Working Paper

Do Friends Influence Purchases in a Social Network?

By: Raghuram Iyengar, Sangman Han and Sunil Gupta

Social networks, such as Facebook and Myspace have witnessed a rapid growth in their membership. Some of these businesses have tried an advertising-based model with very limited success. However, these businesses have not fully explored the power of their members to... View Details

Keywords: Marketing; Network Effects; Sales; Power and Influence; Social and Collaborative Networks; Web Sites; South Korea

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Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.