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- Faculty Publications (100)
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- All HBS Web (250)
- Faculty Publications (100)
- 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.
- March 2013
- Case
Singapore Metals Limited
Singapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML's Engineered Products... View Details
Keywords: Metals and Minerals; Marketing Strategy; Price; Business Strategy; Product Development; Manufacturing Industry; Consumer Products Industry; Singapore
Gourville, John T. "Singapore Metals Limited." Harvard Business School Case 513-097, March 2013.
- November 2011
- Case
Four Products: Predicting Diffusion (2011)
An updated "Four Products" case. This 2011 version includes: sliced peanut butter, artificial dirt for thoroughbred race tracks, interactive tombstones, and stride-changing running shoes. These four products form the basis to assess the drivers of new product adoption.... View Details
Gourville, John T. "Four Products: Predicting Diffusion (2011)." Harvard Business School Case 512-047, November 2011.
- August 2003 (Revised May 2005)
- Teaching Note
Four Products: Predicting Diffusion (TN)
Teaching Note for (5-502-045). View Details
- May 2003 (Revised October 2005)
- Teaching Note
GolfLogix: Measuring the Game of Golf (TN)
Teaching Note for (9-503-004). View Details
- January 2000
- Case
Steinway & Sons: Buying a Legend (D)
Supplements the (A) case. View Details
Gourville, John T. "Steinway & Sons: Buying a Legend (D)." Harvard Business School Case 500-047, January 2000.
- January 2000
- Case
Steinway & Sons: Buying a Legend (C)
Supplements the (A) case. View Details
Gourville, John T. "Steinway & Sons: Buying a Legend (C)." Harvard Business School Case 500-046, January 2000.
- June 2006
- Article
Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
Gourville, John T. "Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption." Harvard Business Review 84, no. 6 (June 2006).
- Web
Organizational Behavior Awards & Honors - Faculty & Research
The Case Centre Classic Case Collection in 2021. Anthony Mayo : Received the 2021 HBS Student Association Faculty Award for Outstanding Teaching. Tsedal Neeley : Selected by Business Insider as one of the 100 people transforming business... 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
- 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