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      Ethical MarketingRemove Ethical Marketing →

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      • February 2012 (Revised March 2014)
      • Case

      Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children

      By: Felix Oberholzer-Gee, Dennis Yao, Britta Kelley and Lizzie Gomez
      In response to growing concern about childhood obesity, in February 2006 the Council of Better Business Bureaus (CBBB) announced an initiative to examine its self-regulatory program on children's advertising. The existing program was a voluntary cross-industry program... View Details
      Keywords: Food; Advertising; Ethics; Food and Beverage Industry
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      Oberholzer-Gee, Felix, Dennis Yao, Britta Kelley, and Lizzie Gomez. "Sweet Deal—Industry Self-Regulation of Breakfast Cereal Advertising to Children." Harvard Business School Case 712-463, February 2012. (Revised March 2014.)
      • December 2011 (Revised April 2013)
      • Case

      Akamai's Edge (A)

      By: Eric Van den Steen
      In 2009, Paul Sagan, CEO of Akamai, the leading online content delivery network with a 60% market share, needs to decide how to respond to aggressive entry in its market, whether and how to pursue the explosive growth in online video, and whether to stay with its... View Details
      Keywords: Competitive Advantage; Market Entry and Exit; Business Model; Competitive Strategy; Values and Beliefs; Business Strategy; Internet
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      Van den Steen, Eric. "Akamai's Edge (A)." Harvard Business School Case 712-455, December 2011. (Revised April 2013.)
      • September 2011
      • Case

      AXA Private Equity: The Diana Investment

      By: Michael J. Roberts and William A. Sahlman
      The case focuses on an investment made by AXA Private Equity, a French manufacturer of food ingredients. The investment is made at the height of the financial markets, and financed with significant debt. Soon thereafter, the financial crisis impacted the company's... View Details
      Keywords: Private Equity; Ethics; Investment; Financial Crisis
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      Roberts, Michael J., and William A. Sahlman. "AXA Private Equity: The Diana Investment." Harvard Business School Case 812-042, September 2011.
      • September 2011
      • Article

      A Global Leader's Guide to Managing Business Conduct

      By: Lynn S. Paine, Rohit Deshpandé and Joshua D. Margolis
      An extensive global survey by three Harvard Business School professors finds that employees agree on core standards of corporate behavior. But meeting those standards will require new approaches to managing business conduct. The compliance and ethics programs of most... View Details
      Keywords: Leadership; Management; Ethics; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Standards; Corporate Accountability; Corporate Governance
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      Paine, Lynn S., Rohit Deshpandé, and Joshua D. Margolis. "A Global Leader's Guide to Managing Business Conduct." Harvard Business Review 89, no. 9 (September 2011). (Online edition.)
      • January 2011
      • Case

      Exit Strategy (A)

      By: Clayton S. Rose and Justine Kelly Lelchuk
      Jeff Brown wondered whether now was the right time to call his boss, and friend, Bernard Tubiana. Brown was a rising star at Deloitte Consulting and three weeks into an important project for Aflac. He was about to receive an offer from Aflac's major competitor,... View Details
      Keywords: Decisions; Ethics; Employees; Resignation and Termination; Service Industry
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      Rose, Clayton S., and Justine Kelly Lelchuk. "Exit Strategy (A)." Harvard Business School Case 311-075, January 2011.
      • 2011
      • Teaching Note

      Kingdee

      By: F. Warren McFarlan, Jin Zhang and Ziqian Zhao
      Keywords: Business Ethics; Competitive Strategy; Computer Software; Emerging Markets; Venture Capital; China; Applications and Software; China
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      McFarlan, F. Warren, Jin Zhang, and Ziqian Zhao. "Kingdee." Tsinghua University Teaching Note, 2011.
      • December 2010 (Revised June 2018)
      • Case

      The Pecora Hearings

      By: David Moss, Cole Bolton and Eugene Kintgen
      In 1932, in the depths of the Great Depression, the Senate Banking Committee began a much-publicized investigation of the nation's financial sector. The hearings, which came to be known as the Pecora hearings after the Banking Committee's lead counsel Ferdinand Pecora,... View Details
      Keywords: Financial Crisis; Fairness; Borrowing and Debt; Financial Institutions; Debt Securities; Stocks; Governing Rules, Regulations, and Reforms; Government Legislation; History; Financial Services Industry; United States
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      Moss, David, Cole Bolton, and Eugene Kintgen. "The Pecora Hearings." Harvard Business School Case 711-046, December 2010. (Revised June 2018.)
      • August 2010 (Revised January 2012)
      • Case

      Leaders Who Make a Difference: Sam Palmisano's Smarter IBM: Day 1

      By: Joseph L. Bower and Sonja Ellingson Hout
      Sam Palmisano became CEO of IBM in 2002. He dramatically energized the organization through portfolio changes and a values driven approach to managing the company. View Details
      Keywords: Values and Beliefs; Multinational Firms and Management; Leadership; Growth and Development Strategy; Emerging Markets; Organizational Change and Adaptation; Corporate Strategy; Information Technology Industry; New York (state, US)
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      Bower, Joseph L., and Sonja Ellingson Hout. "Leaders Who Make a Difference: Sam Palmisano's Smarter IBM: Day 1." Harvard Business School Case 311-030, August 2010. (Revised January 2012.)
      • Article

      Kidneys for Sale: Who Disapproves, and Why?

      By: Stephen Leider and Alvin E. Roth
      The shortage of transplant kidneys has spurred debate about legalizing monetary payments to donors to increase the number of available kidneys. However, buying and selling organs faces widespread disapproval. We survey a representative sample of Americans to assess... View Details
      Keywords: Moral Sensibility; Policy; Health; Market Transactions; Attitudes; Trust
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      Leider, Stephen, and Alvin E. Roth. "Kidneys for Sale: Who Disapproves, and Why?" American Journal of Transplantation 10, no. 5 (May 2010): 1221–1227.
      • 2010
      • Working Paper

      Agency Revisited

      By: Ramon Casadesus-Masanell and Daniel F. Spulber
      The article presents a comprehensive overview of the principal-agent model that emphasizes the role of trust in the agency relationship. The analysis demonstrates that the legal remedy for breach of duty can result in a full-information efficient outcome eliminating... View Details
      Keywords: Ethics; Contracts; Agency Theory; Mathematical Methods; Behavior; Trust
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      Casadesus-Masanell, Ramon, and Daniel F. Spulber. "Agency Revisited." Harvard Business School Working Paper, No. 10-082, March 2010.
      • 2010
      • Book

      Wealth and Justice: The Morality of Democratic Capitalism

      By: Peter Wehner and Arthur C. Brooks
      Popular opinion would have us believe that America's free market system is driven by greed and materialism, resulting in gross inequalities of wealth, destruction of the environment, and other social ills. Even proponents of capitalism often refer to the free market as... View Details
      Keywords: Capitalism; Economic Systems; Ethics; Moral Sensibility
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      Wehner, Peter, and Arthur C. Brooks. Wealth and Justice: The Morality of Democratic Capitalism. Washington, DC: AEI Press, 2010.
      • Article

      The Counterfeit Self: The Deceptive Costs of Faking It

      By: Francesca Gino, Michael I. Norton and Dan Ariely
      Although people buy counterfeit products to signal positive traits, we show that wearing counterfeit products makes individuals feel less authentic and increases their likelihood of both behaving dishonestly and judging others as unethical. In four experiments,... View Details
      Keywords: Judgments; Ethics; Brands and Branding; Product; Behavior; Personal Characteristics
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      Gino, Francesca, Michael I. Norton, and Dan Ariely. "The Counterfeit Self: The Deceptive Costs of Faking It." Psychological Science 21, no. 5 (May 2010): 712–720.
      • Article

      The Price of Equality: Suboptimal Resource Allocations across Social Categories

      By: Stephen M. Garcia, Max Bazerman, Shirli Kopelman, Avishalom Tor and Dale T. Miller
      This paper explores the influence of social categories on the perceived trade-off between relatively bad but equal distribution of resources between two parties and profit maximizing, yet asymmetric, payoffs. Studies 1 and 2 show that people prefer to maximize profits... View Details
      Keywords: Equality and Inequality; Resource Allocation; Societal Protocols; Profit; Decision Making; Prejudice and Bias; Market Transactions; Ethics; Power and Influence; Distribution; Organizations
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      Garcia, Stephen M., Max Bazerman, Shirli Kopelman, Avishalom Tor, and Dale T. Miller. "The Price of Equality: Suboptimal Resource Allocations across Social Categories." Special Issue on Behavioral Ethics: A New Empirical Perspective on Business Ethics Research. Business Ethics Quarterly 20, no. 1 (January 2010): 75–88.
      • 2009
      • Chapter

      The Principles of Embedded Liberalism: Social Legitimacy and Global Capitalism

      By: Rawi Abdelal and John G. Ruggie
      In this essay we revisit the principles of “embedded liberalism” and argue for their relevance to the contemporary global economy. The most essential principle is the need for markets to enjoy social legitimacy, because their political sustainability ultimately depends... View Details
      Keywords: Economic Systems; Ethics; International Finance; Globalization; Multinational Firms and Management; Corporate Governance; Governing Rules, Regulations, and Reforms; Labor
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      Abdelal, Rawi, and John G. Ruggie. "The Principles of Embedded Liberalism: Social Legitimacy and Global Capitalism." In New Perspectives on Regulation, edited by David Moss and John Cisternino, 151–162. Cambridge, MA: Tobin Project, 2009.
      • 2008
      • Chapter

      Corporate Honesty and Business Education: A Behavioral Model

      By: Rakesh Khurana and Herbert Gintis
      Since the mid-1970s neoclassical economic theory has dominated business school thinking and teaching in dealing with the nature of human motivation. However valuable in understanding competitive product and financial markets, neoclassical economic theory employs an... View Details
      Keywords: Business Education; Ethics; Managerial Roles; Corporate Social Responsibility and Impact; Organizational Culture; Business and Shareholder Relations; Mathematical Methods; Behavior
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      Khurana, Rakesh, and Herbert Gintis. "Corporate Honesty and Business Education: A Behavioral Model." In Moral Markets: The Critical Role of Values in the Economy, edited by Paul J. Zak. Princeton University Press, 2008.
      • October 2008 (Revised January 2011)
      • Case

      Lawrence Trinh: Venturing to Vietnam

      By: Joshua D. Margolis and Rachel Gordon
      Should Lawrence Trinh pursue his aspiration of working in Vietnam—and if so, what set of principles and practices should he adopt if he encounters corruption? These are questions that reverberate for many students who wish to work in emerging markets and other contexts... View Details
      Keywords: Developing Countries and Economies; Ethics; Investment; Leadership Development; Emerging Markets; Personal Development and Career; Welfare; Financial Services Industry
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      Margolis, Joshua D., and Rachel Gordon. "Lawrence Trinh: Venturing to Vietnam." Harvard Business School Case 409-017, October 2008. (Revised January 2011.)
      • July 2008 (Revised September 2008)
      • Case

      Work is Good: Branding the Employ+Ability Mission

      By: Lynda M. Applegate, Monica Higgins and Susan Saltrick
      Employ+Ability, a small company employing developmentally disabled adults, finds itself competing with low-cost producers of its core products-therapeutic hot and cold packs. How might an innovative branding campaign, centered on the company's core value of "Work Is... View Details
      Keywords: Social Entrepreneurship; Values and Beliefs; Brands and Branding; Competition
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      Applegate, Lynda M., Monica Higgins, and Susan Saltrick. "Work is Good: Branding the Employ+Ability Mission." Harvard Business School Case 809-028, July 2008. (Revised September 2008.)
      • June 2008
      • Case

      Kidney Matchmakers

      By: Brian J. Hall and Nicole Bennett
      In this case we look at the design and development of an unconventional market, where neither money nor traditional "goods" are exchanged. Kidney exchange is an idea pioneered by HBS professor and market designer Alvin Roth and a small group of innovative doctors. This... View Details
      Keywords: Moral Sensibility; Disruptive Innovation; Market Design; Market Transactions; Value Creation; Health Industry
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      Hall, Brian J., and Nicole Bennett. "Kidney Matchmakers." Harvard Business School Case 908-068, June 2008.
      • March 2008 (Revised January 2010)
      • Background Note

      Note on Accountability in the U.S. Health Care System

      By: Regina E. Herzlinger and Michael Millenson
      This note explains how health care providers, health insurers, and consumers are held accountable for their performance and the entrepreneurial opportunities thus created. View Details
      Keywords: Entrepreneurship; Ethics; Insurance; Corporate Accountability; Health Care and Treatment; Demand and Consumers; Health Industry; United States
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      Herzlinger, Regina E., and Michael Millenson. "Note on Accountability in the U.S. Health Care System." Harvard Business School Background Note 308-111, March 2008. (Revised January 2010.)
      • November 2007
      • Supplement

      Differences at Work: Allie (C)

      By: Sandra J. Sucher and Rachel Gordon
      In Differences at Work: (C) HBS Case No. 9-408-056 Allie decides not to pursue a sexual harassment charge and instead remedies the situation by transferring to the marketing division in her company. She reflects on how powerless the situation made her feel and how it... View Details
      Keywords: Emotions; Ethics; Working Conditions; Rank and Position; Power and Influence
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      Sucher, Sandra J., and Rachel Gordon. "Differences at Work: Allie (C)." Harvard Business School Supplement 408-056, November 2007.
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