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- All HBS Web (255)
- Faculty Publications (101)
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Entrepreneurial Management Awards & Honors - Faculty & Research
one of 100 Black Board Members Making a Difference by Board Prospects in 2024. Archie L. Jones : Received the 2024 Dr. James I. Cash Advancing Pathways Award. Olivia S. Kim : Winner of the 2024 Best Paper Award at the Red Rock Finance... View Details
- Research Summary
Overview
John's research focuses on behavioral decision theory, which studies all the ways in which people systematically deviate from rational decision making. To date, his work has looked at the ways in which people irrationally respond to pricing, to product portfolios, and... View Details
Keywords: Marketing
- October 2005
- Module Note
The Marketing of Innovations Module III: Going to Market
Gourville, John T. "The Marketing of Innovations Module III: Going to Market." Harvard Business School Module Note 506-017, October 2005.
- January 2004
- Background Note
Why Developers Don't Understand Why Consumers Don't Buy
Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details
- April 2003
- Teaching Note
CardioThoracic Systems (TN)
Teaching Note for (9-899-281). View Details
Keywords: Health Industry
- July 2003
- Article
The Effects of Monetary Magnitude and Level of Aggregation on the Temporal Framing of Price
Keywords: Price
Gourville, John T. "The Effects of Monetary Magnitude and Level of Aggregation on the Temporal Framing of Price." Marketing Letters 14, no. 2 (July 2003): 125–135.
- August 2018 (Revised July 2019)
- Case
Idle Hands Craft Ales
Gourville, John T. "Idle Hands Craft Ales." Harvard Business School Case 519-027, August 2018. (Revised July 2019.)
- May 2016
- Teaching Plan
Lomography: Analog in a Digital World
This teaching plan is designed to be used in conjunction with the case “Lomography: Analog in a Digital World,” HBS No. 516-006 and its related products to help faculty deepen students’ comprehension of business issues and energize classroom discussion. View Details
- February 2012
- Case
Shucks
- April 2008
- Case
Four Products: Predicting Diffusion (2008)
An updated "Four Products" case. This 2008 version includes: sliced peanut butter, foldable bicycle tires, high-end wooden puzzles, and artificial dirt for thoroughbred race tracks. These four products form the basis to assess the drivers of new product adoption. In... View Details
Keywords: Forecasting and Prediction; Innovation and Invention; Product Marketing; Demand and Consumers; Adoption
Gourville, John T. "Four Products: Predicting Diffusion (2008)." Harvard Business School Case 508-103, April 2008.
- January 2006
- Teaching Note
Microsoft: Launching the Smart Watch (TN)
Keywords: Information Technology Industry
- September 2003 (Revised August 2005)
- Teaching Note
Calgene, Inc. (TN)
Teaching Note for (9-502-041) View Details
- 25 Sep 2018
- First Look
New Research and Ideas, September 25, 2018
Taxation and Innovation in the 20th Century By: Akcigit, Ufuk, John Grigsby, Tom Nicholas, and Stefanie Stantcheva Abstract—This paper studies the effect of corporate and personal taxes on innovation in the United States over the 20th... View Details
Keywords: Dina Gerdeman
- Web
Organizational Behavior Awards & Honors - Faculty & Research
Outstanding Teaching. Tsedal Neeley : Selected by Business Insider as one of the 100 people transforming business in 2021. Tsedal Neeley : Winner of the 2021 Emerald Literati Outstanding Author Award. Tsedal Neeley : Received the... View Details
- August 2021
- Supplement
The London 2012 Olympic Games Video Supplement
Gourville, John T. "The London 2012 Olympic Games Video Supplement." Harvard Business School Multimedia/Video Supplement 521-718, August 2021.
- November 2019
- Case
Pricing in a Digital World (2019)
- April 2010
- Teaching Note
Four Products (2008): Predicting Diffusion (TN)
Teaching Note for 508103. View Details
- January 2006 (Revised August 2006)
- Case
Four Products: Predicting Diffusion (2006)
One of the critical tasks in the marketing of new innovations is predicting demand and rates of diffusion for those products. Focuses on four innovative products from different domains. Although one can speculate on the scope and rate of diffusion for each of these... View Details
Keywords: Forecasting and Prediction; Innovation and Invention; Product Launch; Demand and Consumers; Technology Adoption
Gourville, John T. "Four Products: Predicting Diffusion (2006)." Harvard Business School Case 506-050, January 2006. (Revised August 2006.)
- December 2005
- Teaching Note
Cape Wind (TN)
- September 2005 (Revised October 2005)
- Module Note
The Marketing of Innovations Module I: The Risk of Innovation
Aids classroom instructors in teaching the first module of the Marketing of Innovations course. View Details
Keywords: Innovation and Management
Gourville, John T. "The Marketing of Innovations Module I: The Risk of Innovation." Harvard Business School Module Note 506-015, September 2005. (Revised October 2005.)