Publications

23 Jan 2024
Book

More Than Memes: NFTs Could Be the Next Gen Deed for a Digital World

encourage them to invest in growing, sharing, and enhancing the brand everywhere, both online and IRL. While writing this book, we tried to think of a title that properly encompassed what an NFT actually can “do.” We worked off the... View Details

Keywords: by Dina Gerdeman; Information Technology; Technology; Financial Services

August 2006
Case

Dreyer's Slow Churned(TM) Ice Cream

By: Noel H. Watson, Steven C. Wheelwright and Brian DeLacey

Examines capacity forecasting and planning in a complex new product introduction scenario. The introduction at Dreyer's, a large dairy snack manufacturer, involves not only a new product but a new manufacturing process and product package, thus implying a significant... View Details

Keywords: Advertising; Forecasting and Prediction; Growth and Development Strategy; Brands and Branding; Product Launch; Product Development; Planning; Food and Beverage Industry; United States

01 Jun 2023
HBS Case

A Nike Executive Hid His Criminal Past to Turn His Life Around. What If He Didn't Have To?

Jordan brand and served as president of the Portland Trail Blazers NBA team? Probably not, says HBS Professor Francesca Gino, who coauthored the case with HBS Senior Lecturer Hise Gibson and HBS Professor Frances X. Frei, as well as... View Details

Keywords: by Dina Gerdeman; Apparel & Accessories

Web

Business & Environment - Faculty & Research

journey amidst disruptions like COVID-19 and the war in Ukraine and evaluates strategic options for sustaining and expanding its market position, including enhancing trading capabilities, investing in brand development, and digitalizing... View Details

April 2009 (Revised January 2011)
Case

Gucci Group: Freedom within the Framework

By: Francisco de Asis Martinez-Jerez, Elena Corsi and Vincent Marie Dessain

Gucci Group's CEO had to decide if his decentralized management style was the most effective philosophy in an economic downturn. The sharing of customer information across units and its use in the creative process are key initiatives analyzed in the case. CEO Robert... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Globalized Firms and Management; Knowledge Sharing; Leadership; Management Style; Management Systems; Brands and Branding; Apparel and Accessories Industry

May 2024
Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

By: Jill Avery

The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details

Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States

2019
Article

Pay-for-Monopoly?: An Assessment of Reverse Payment Deals by Pharmaceutical Companies

By: Sana Rafiq and Max Bazerman

Abstract Over the past eighteen years, pharmaceutical firms have developed a blueprint to impede competition in order to maintain their monopoly profits. This scheme, termed pay-for-delay, involves direct or indirect payment of money from a branded-drug manufacturer... View Details

Keywords: Monopoly; Policy; Competition; Agreements and Arrangements; Pharmaceutical Industry

Read Now

February 2015
Case

Founder Field Day

By: Matthew Rhodes-Kropf, Ramana Nanda and Nathaniel Burbank

Branded as the "Millennial firm for Millennials," Mike Rothenberg founded Rothenberg Ventures (RV) in 2012 while earning his MBA at the Harvard Business School (HBS). Over the following 24 months, Rothenberg raised $20 million and built a venture capital firm that made... View Details

Keywords: Finance; Startups; Seed-investing; Micro-VC; Venture Capital; Business Startups; San Francisco; New York (city, NY)

20 Nov 2018
First Look

New Research and Ideas, November 20, 2018

School Case 919-403 Philanthropy and Brand Building: Jeff Vinik and the Tampa Bay Lightning Owner Jeff Vinik and top management of the NHL Tampa Bay Lightning are reviewing their strategy and progress in achieving their goals of... View Details

Keywords: Dina Gerdeman

17 Feb 2010
First Look

First Look: Feb. 17

critiques of prior work on ads as signals; namely, that ad content is irrelevant, ad exposure is unnecessary, and the choice of ads as signals is inherently arbitrary. The Consumer Psychology of Mail-in Rebates Authors:John T. Gourville and Dilip Soman... View Details

Keywords: Martha Lagace

Web

Online Business Courses & Certifications | HBS Online

Creating Brand Value Professor Jill Avery Build strong, differentiated brands that resonate with consumers and give your company a competitive edge. 6 weeks, 3-8 hrs/week Enroll by April 17 $1,850... View Details

June 2012
Article

The Economic Value of Celebrity Endorsements

By: Anita Elberse and Jeroen Verleun

What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete... View Details

Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return