Publications

21 Mar 2016
HBS Case

Can Customer Reviews Be 'Managed?'

word-of-mouth, marketers should influence word-of-mouth, is actually not entirely correct. We still do advertising because you control 100 percent of your advertising. You have very little, sometimes no control over what other people say... View Details

Keywords: by Brian Kenny; Advertising; Travel

Web

Tools | New Venture Competition

Starting a Social Enterprise Experts from Foley Hoag LLP address high level legal issues that New Venture Competition business plan entrants might have, and practical advice for starting a business. Legal Aspects of Starting a Social... View Details

November 2017 (Revised November 2021)
Case

Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy

By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman

The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details

03 Mar 2014
Research & Ideas

Facebook’s Future

their children, plan social interactions, be alerted to pertinent products and services, and accelerate the value of a person's connections. Two trends will lead to this outcome. First, people are already sharing private information... View Details

Keywords: by Mikolaj Piskorski

01 Dec 2008
News

Alumni Books

Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth by Tim Calkins (MBA ’91) (Palgrave Macmillan) Most marketing plans are a waste of time — too... View Details

Keywords: Securities, Commodities, and Other Financial Investments; Finance; Food Services and Drinking Places; Hospitality; Transportation Equipment Manufacturing; Manufacturing

September 2010
Case

NetApp

By: Das Narayandas and Elizabeth A. Kind

NetApp had undertaken an award-winning overhaul and upgrading of its channel strategy design that accounted for 46 percent of North America sales in 2006. Nonetheless, NetApp senior management announced they expected to grow revenue another 30% in fiscal 2007 with half... View Details

Keywords: Advertising; Business Model; Design; Revenue; Planning; Problems and Challenges; Sales; Manufacturing Industry; Computer Industry; Information Technology Industry

September 2019 (Revised August 2020)
Case

Engineering an Inclusive Bioeconomy

By: Tarun Khanna, Raffaella Sadun and Susie L. Ma

In 2019, entrepreneur Juan Carlos Castilla-Rubio was developing a project he hoped could generate and share wealth from the natural resources of the Amazon without destroying those resources. His idea, called Earth Bank of Codes (EBC), would create a library of the... View Details

11 Feb 2013
Research & Ideas

Neuroeconomics: Eyes, Brain, Business

connect with others." But Looser sees practical applications as well. At Harvard, she is conducting research to determine whether we're more likely to retain and remember information—data and objects—if the information is paired with a picture of a human face. Such... View Details

Keywords: by Carmen Nobel

01 Apr 2002
News

HBS Press Books in Brief

Featuring all-star names in marketing such as Don Peppers, Martha Rogers, David Aaker, and Kevin Keller, this dynamic collection provides a diverse look at the field of marketing. From global branding to one-to-one View Details

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

05 Jan 2009
Research & Ideas

Most Popular Articles and Working Papers 2008

The story behind Dean Kamen's Segway scooter, and his combustive meeting with the kingpins of Apple and Amazon. Excerpt from Code Name Ginger. 5. Updating a Classic: Writing a Great Business Plan Harvard Business School professor William... View Details

Keywords: by Staff

01 Dec 2008
News

Seth Klarman

Klarman Illustration by David Cowles While other money managers scrambled to survive the financial market meltdown, value investor extraordinaire Seth Klarman (MBA ’82), president of The Baupost Group in Boston, cautiously pursued buying... View Details

Keywords: Roger Thompson; Finance

01 Jun 2009
News

Faculty Research Online

fundamental ways. In his blog on marketing issues, Professor John Quelch discusses why marketers must start planning today to reach consumers after the recession. See... View Details

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

March 2019
Supplement

KITEA (B): Getting Ready to Face IKEA

By: Ramon Casadesus-Masanell and Gamze Yucaoglu

The case opens in September 2015, when IKEA is about to open its first store in Morocco. It then chronicles the efforts of KITEA CEO Amine Benkirane and his son Othman between 2013 and 2015 to prepare KITEA for IKEA’s entry. After incurring losses for the first time in... View Details