by Youngme Moon - Publications - Faculty & Research - Harvard Business School

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2002
Article

Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality

By: Youngme Moon

Keywords: Identity; Customers; Customer Focus and Relationships

Find at Harvard

01 Sep 2007
News

Unexpected Advice from Am Ex’s Chenault

of 2007 honored four faculty members for excellence in teaching: Professor David Moss (Business, Government, and the International Economy), Professor André Perold (Finance), Professor Bharat Anand (Corporate Strategy), and Professor View Details

Keywords: commencement; speech; Colleges, Universities, and Professional Schools; Educational Services

January 2009
Case

VOSS Artesian Water from Norway

By: Youngme E. Moon, Gail J. McGovern, Daniela Beyersdorfer and Vincent Marie Dessain

VOSS is a Norwegian bottled water company that produces one of the world's purest drinking waters, sold at an ultra-premium price in a sleek cylindrical glass bottle of minimalist design. In the U.S. (the company's primary market), VOSS's high-end brand presence is... View Details

Keywords: Brands and Branding; Marketing Channels; Marketing Strategy; Product; Luxury; Food and Beverage Industry; Norway; United States

01 Mar 2011
News

HBS Faculty Approves Curriculum Innovations

already have a bunch of faculty who are jumping all over this.” Just as HBS pioneered the case method and nurtured its adoption in business education around the globe, Moon is cautiously optimistic that the latest curriculum changes will... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

01 Dec 2014
News

Making Big Data Fashionable

Principles Áslaug Magnúsdóttir Customizing Couture Online Customizing Couture Online Jamal Motlagh Taking Tailoring High Tech Taking Tailoring High Tech Katrina Lake Dressing by Number Dressing by Number... View Details

Keywords: Christine Lejeune; fashion; Market Research, Photo, Translation, Veterinary and Other Services; Professional Services

October 2005 (Revised March 2006)
Module Note

Rethinking Positioning

By: Youngme E. Moon

Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details

Keywords: Product Positioning; Brands and Branding; Marketing

April 2004 (Revised March 2006)
Teaching Note

Inside Intel Inside (TN)

By: Youngme E. Moon

Teaching Note to (9-502-083). View Details

Keywords: Semiconductor Industry

August 2003 (Revised November 2005)
Teaching Note

Electronic Arts Introduces The Sims Online (TN)

By: Youngme E. Moon

Teaching Note for (9-503-008). View Details

Keywords: Entertainment and Recreation Industry

February 2003 (Revised February 2006)
Teaching Note

BMWFilms (TN)

By: Youngme E. Moon

Teaching Note for (9-502-046). View Details

Keywords: Auto Industry; United States

June 2002 (Revised September 2005)
Case

Online Music Distribution in a Post-Napster World

By: Youngme E. Moon

Provides a description of the rise and decline of Napster, the free Internet music-swapping service. Also describes second-generation peer-to-peer services (e.g., Gnutella) as well as paid subscription services (e.g., MusicNet, pressplay). View Details

Keywords: Distribution; Internet and the Web; Price; Marketing Channels; Service Operations; Music Industry

November 2001 (Revised August 2002)
Case

Audio Spotlight, The

By: Youngme E. Moon

Joe Pompei, a graduate student at the MIT Media Lab, has invented a breakthrough audio invention. The invention is an "Audio Spotlight" that projects a narrow beam of sound in the same way a laser beam projects a narrow beam of light. He must now decide how to... View Details

Keywords: Corporate Entrepreneurship; Independent Innovation and Invention; Marketing; Demand and Consumers; Value Creation

August 1999
Teaching Note

Onsale, Inc. TN

By: Youngme E. Moon

Teaching Note for (9-599-091). View Details

Keywords: Retail Industry

March 2006
Teaching Note

Alessi: Evolution of an Italian Design Factory (A)-(D) (TN)

By: Youngme E. Moon

Keywords: Fashion Industry; Italy

July 2004 (Revised November 2005)
Teaching Note

Burberry (TN)

By: Youngme E. Moon

Teaching Note to (9-504-048). View Details

Keywords: Apparel and Accessories Industry

June 2004 (Revised November 2004)
Case

Birth of the Swatch, The

By: Youngme E. Moon

In 1993, the Swatch is the best-selling watch in history. Traces the history of the watch industry up to the early 1980s, when the Swatch was introduced. Describes the various elements that made the Swatch different from any watch the industry had ever seen. Also... View Details

Keywords: History; Management; Product Positioning; Marketing Strategy; Business Startups; Brands and Branding; Manufacturing Industry

April 2004 (Revised November 2005)
Teaching Note

Microsoft: Positioning the Tablet PC (TN)

By: Youngme E. Moon

Teaching Note to (9-502-051). View Details

Keywords: Product Positioning; Computer Industry

April 2003 (Revised November 2005)
Teaching Note

Sony AIBO: The World's First Entertainment Robot (TN)

By: Youngme E. Moon

Teaching Note for (9-502-010). View Details

Keywords: Technology Industry; Japan; United States

February 2001
Teaching Note

BizRate.com

By: Youngme E. Moon

Teaching Note for (9-501-024). View Details

Keywords: Retail Industry

October 1999 (Revised October 2005)
Case

Autobytel.com

By: Youngme E. Moon

Autobytel enjoys first-mover advantage in the Internet new car buying space. According to a number of metrics, it is the online leader in this category. However, a number of competitors have sprung up, raising questions about the long-term viability of Autobytel's... View Details

Keywords: Growth and Development Strategy; Internet and the Web; Marketing Channels; Strategy; Internet and the Web; Competition; Business Model; Service Operations; Budgets and Budgeting; Growth and Development; Auto Industry

March 2006
Course Overview Note

Consumer Marketing: Rethinking the Core

By: Youngme E. Moon

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details

Keywords: Marketing; Consumer Behavior

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