Publications

21 Nov 2017
First Look

First Look at New Research and Ideas, November 21, 2017

forthcoming Journal of Political Economy Internalizing Global Value Chains: A Firm-Level Analysis By: Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi Abstract—In recent decades, advances in information and communication... View Details

Keywords: Sean Silverthorne

13 May 2014
First Look

First Look: May 13

how management and corporate boards of directors can best manage investor relations with activist stockholders such as hedge funds who are demanding major changes within a corporation to improve stockholder return. Beverage industry firm... View Details

Keywords: Sean Silverthorne

January 2022
Case

Tomorrow.io Goes to Space

By: Joshua Lev Krieger, Abhishek Nagaraj and James Barnett

This case study explores the evolution of Tomorrow.io, a weather forecasting technology company, as it pivoted toward building and launching space-based weather radar satellites. This strategic shift was driven by the company's ambition to overcome data limitations in... View Details

Keywords: Communication; Competency and Skills; Engineering; Globalization; Innovation and Invention; Performance; Information Technology; Aerospace Industry

30 Apr 2001
Research & Ideas

Entering the Age of Alliances

community service projects such as serving as classroom aides in inner-city schools or assisting staff at neighborhood Boys and Girls Clubs. Expansion of the relationship over the ensuing decade found Timberland supplying City Year's... View Details

Keywords: by James Austin

05 May 2009
First Look

First Look: May 5, 2009

not the end goal. In fact, cost cutting and restructuring are simply the first steps in repositioning and leading a company and industry through the crisis and in defining how business will be conducted in the future. This paper describes... View Details

Keywords: Martha Lagace

February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

Read Now

September 2009
Teaching Note

HubSpot: Inbound Marketing and Web 2.0 (TN)

By: Thomas J. Steenburgh and Jill Avery

Teaching Note for 509-049. View Details

Keywords: Customer Satisfaction; Technology Adoption; Internet and the Web; Blogs; Media; Markets; Segmentation; Price; Decision Choices and Conditions; Marketing Strategy; Information Technology Industry

14 Apr 2003
Research & Ideas

Andy Grove on the Confident Leader

its trek through that? Grove: Our last-generation growth has been fueled by a fairly major structural transformation of the computing industry from mainframe, centralized computing to distributed computing, PCs. And that defined the... View Details

Keywords: by Walter Kiechel; Technology

November 1999 (Revised June 2006)
Case

DLJdirect: "Putting Our Reputation Online"

By: Thomas R. Eisenmann and Gillian Morris

Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its... View Details

Keywords: Marketing Strategy; Marketing Communications; Competitive Strategy; Decision Choices and Conditions; Investment; Cost Management; Business Plan; Research and Development; Customers; Budgets and Budgeting; Online Advertising; Internet; Financial Services Industry

December 1986 (Revised August 1988)
Case

LifeSpan Inc.: Abbott Northwestern Hospital

Raises the powerful issues of measuring marketing performance in a not-for-profit services setting. Also raises several interesting ethical issues. LifeSpan Inc., a Minneapolis based not-for-profit organization is the parent holding company of three hospitals and... View Details

Keywords: Nonprofit Organizations; Ethics; Marketing Communications; Health Care and Treatment; Service Industry; Service Industry; Minneapolis

January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Information Technology Industry

05 Dec 2005
Research & Ideas

VCs Survey Post-Bubble Opportunities

contributed 50 percent to 70 percent of distributions in the industry in the past ten to fifteen years. With so much global liquidity, he added, it will become even more difficult to earn a respectable rate of return as too many dollars... View Details

Keywords: by Julie Hanna; Financial Services

07 Apr 2015
First Look

First Look: April 7

Digital Platform: A Playbook for Strategists By: Edelman, Benjamin G. Abstract—The ubiquity of Internet access has caused a sharp rise in the number of businesses offering platforms that connect users for communication or commerce.... View Details

Keywords: Sean Silverthorne

05 Apr 2011
First Look

First Look: April 5

helps explain why platforms offering a restricted number of candidates can coexist alongside those offering a larger number of candidates, while charging higher prices. Download the paper: http://www.hbs.edu/research/pdf/10-098.pdf Strategy as Innovation: Emergent Goal... View Details

Keywords: Sean Silverthorne

October 2024
Teaching Plan

Teamworks: Tackling a Forecasting Fumble

By: Lou Shipley and Stacy Straaberg

In late March 2018, Teamworks CEO Zach Maurides learned Q1 2018 sales were at risk for a large forecasting miss. Founded in 2004, Teamworks’s software application assisted support staff in messaging, scheduling, and sharing documents with collegiate and professional... View Details

Keywords: Acquisition; Business Growth and Maturation; Communication Strategy; Decisions; Forecasting and Prediction; Business Cycles; Technological Innovation; Sports; Growth and Development Strategy; Resource Allocation; Marketing; Sales; Business Strategy; Expansion; Sports Industry; Sports Industry; United States; North Carolina