Publications

May 1987
Background Note

Designing Multinational Marketing Programs

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August 1999 (Revised May 2000)
Background Note

Pricing: Design and Implementation

Provides general managers with a framework with which they can structure and understand pricing decisions. Draws examples from existing HBS case materials. View Details

Keywords: Price

1997
Working Paper

The Microstructure of Designs

By: Carliss Y. Baldwin and Kim Clark

May 2003
Module Note

Product Development Process Design and Improvement

By: Stefan H. Thomke

Describes the conceptual foundations and pedagogy for a module on the design and improvement of processes for the development of products and services. Can also be used as part of a more general course on Managing Technology and Innovation. Central to Managing Product... View Details

Keywords: Product Development; Design; Performance Improvement; Innovation and Management; Information Technology; Customers; Information Management; Business Processes; Learning; Transformation; Service Operations

Video

4 Stages of the Design Thinking Process

Web

Research Design - Impact Investments

Research Design Research Design The Project on Impact Investments uses multi-method research to build insight that is both expansive in its focus and detailed in its analysis. We combine the study of the... View Details

August 2023
Article

Can Security Design Foster Household Risk-Taking?

By: Laurent Calvet, Claire Célérier, Paolo Sodini and Boris Vallée

This paper shows that securities with a non-linear payoff design can foster household risk-taking. We demonstrate this effect empirically by exploiting the introduction of capital guarantee products in Sweden from 2002 to 2007. The fast and broad adoption of these... View Details

Keywords: Financial Innovation; Household Finance; Structured Products; Stock Market Participation; Finance; Innovation and Invention; Household; Personal Finance; Risk and Uncertainty; Behavior; Market Participation

Research Summary

The Design of Mechanisms and Institutions

Professor Coughlan's research also investigates the design of public policy and collective choice institutions. His research publications have applied game theory, mechanism design, and laboratory experiments to explore incentives and outcomes under alternative legal,... View Details

September 2023
Supplement

Design and Evaluation of Targeted Interventions

By: Eva Ascarza

Targeted interventions serve as a pivotal tool in business strategy, streamlining decisions for enhanced efficiency and effectiveness. This note delves into two central facets of such interventions: first, the design of potent decision guidelines, or targeting... View Details

Keywords: Marketing; Design; Business Strategy; Policy; Retail Industry; Apparel and Accessories Industry; Technology Industry; Financial Services Industry; Telecommunications Industry

September 2013
Exercise

An Exercise in Designing a Travel Coffee Mug

By: Elie Ofek and Michael Norris

In recent years design has emerged as a critical factor in the success of many new products. This case exercise provides a hands-on way to experience the design process and offers a structured approach for incorporating key considerations that can aid in effective... View Details

Keywords: New Product Development; Innovation; Market Research; Competitive Positioning; Design; Product Development; Consumer Products Industry

October 2023 (Revised February 2024)
Technical Note

Design and Evaluation of Targeted Interventions

By: Eva Ascarza and Ta-Wei (David) Huang

Targeted interventions serve as a pivotal tool in business strategy, streamlining decisions for enhanced efficiency and effectiveness. This note delves into two central facets of such interventions: first, the design of potent decision guidelines, or targeting... View Details

Keywords: Marketing; Customer Relationship Management; Analysis; Design; Business Strategy; Retail Industry; Apparel and Accessories Industry; Technology Industry; Financial Services Industry; Telecommunications Industry

September 2020 (Revised July 2022)
Supplement

Spreadsheet Supplement to "Artea: Designing Targeting Strategies"

By: Eva Ascarza and Ayelet Israeli

Spreadsheet Supplement to "Artea: Designing Targeting Strategies" (521-021). View Details

Keywords: Race; Gender; Marketing; Diversity; Customer Relationship Management; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

1999
Book

Design of Cost Management Systems

By: Robin Cooper and Robert S. Kaplan

Keywords: Management Systems; Cost Management

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March 2010 (Revised April 2013)
Module Note

Competing with Social Networks: Designing Social Strategy

By: Mikolaj Jan Piskorski

This note outlines the process of designing a social strategy. View Details

Keywords: Social Enterprise; Strategy; Planning

August 1995 (Revised November 2000)
Background Note

Designing and Managing the Information Age Organization

By: Lynda M. Applegate

Managers and management theorists spent the majority of this century building and perfecting the hierarchy; however, if we believe the press, they now appear to be engaged in destroying it. While many proclaim the dawning of the "Information Age" organization and the... View Details

Keywords: Design; Management; Organizations; Information Technology

September 2014
Supplement

Netflix: Designing the Netflix Prize (B)

By: Karim R. Lakhani, Wesley M. Cohen, Kynon Ingram, Tushar Kothalkar, Maxim Kuzemchenko, Santosh Malik, Cynthia Meyn, Stephanie Healy Pokrywa and Greta Friar

This supplemental case follows up on the Netflix Prize Contest described in Netflix: Designing the Netflix Prize (A). In the A case, Netflix CEO Reed Hastings must decide how to organize a crowdsourcing contest to improve the algorithms for Netflix's movie... View Details

Keywords: Crowdsourcing; Prizes; Digitization; Algorithms; Recommendation Software; Disruption; Transformation; Collaborative Innovation and Invention; Technological Innovation; Knowledge Sharing; Applications and Software

Jan 23 2017
Interview

Rethinking Service Design and Delivery

October 1994 (Revised April 1995)
Case

Visionary Design Systems: Are Incentives Enough?

By: George P. Baker III and Karin B Monsler

A compensation case about Visionary Design Systems (VDS), a small, high-tech full service systems integration firm based in Silicon Valley with eleven offices throughout the country. All employees, including engineers, administrators, and receptionists, received a... View Details

Keywords: Decision Making; Cost vs Benefits; Compensation and Benefits; Employee Stock Ownership Plan; San Francisco

June 2003
Module Note

Design and Implementation of Activity-Based Cost Systems

By: V.G. Narayanan

Describes the main themes of the module on the design and implementation of an activity-based costing (ABC) system. Instructors can teach this module to second-year MBA students who have been exposed to activity-based costing in their first-year core accounting... View Details

Keywords: Cost Accounting