Publications
Publications
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- All HBS Web
(1,792)
- Faculty Publications (218)
- July 2011
- Article
Kidney Paired Donation
By: C. Bradley Wallis, Kannan P. Samy, Alvin E. Roth and Michael A. Rees
Kidney paired donation (KPD) was first suggested in 1986, but it was not until 2000 when the first paired donation transplant was performed in the U.S. In the past decade, KPD has become the fastest growing source of transplantable kidneys, overcoming the barrier faced... View Details
- June 2011
- Teaching Note
PatientsLikeMe: An Online Community of Patients (TN)
By: Sunil Gupta and Jason Riis
Teaching Note for 511093. View Details
- April 2011 (Revised May 2011)
- Case
EMC2: Delivering Customer Centricity
By: Thomas Steenburgh and Jill Avery
This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details
- February 2011 (Revised November 2012)
- Case
PatientsLikeMe: An Online Community of Patients
By: Sunil Gupta and Jason Riis
PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS... View Details
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV... View Details
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details
Keywords: Marketing; Brand Management; Brands; Brand Building; Brand Positioning; Competitive Positioning; Advertising; Marketing Communication; Biography; Brands and Branding; Product Marketing; Emerging Markets; Network Effects; Demand and Consumers; Marketing Communications; Cost vs Benefits; Perspective; Advertising Campaigns; Marketing Strategy; Apparel and Accessories Industry; Advertising Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
- Article
Diasporas and Domestic Entrepreneurs: Evidence from the Indian Software Industry
By: Ramana Nanda and Tarun Khanna
This study explores the importance of cross-border social networks for entrepreneurs in developing countries by examining ties between the Indian expatriate community and local entrepreneurs in India's software industry. We find that local entrepreneurs who have... View Details
- October 2010 (Revised June 2014)
- Case
Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard
By: Robert S. Kaplan and Ricardo Reisen de Pinho
A new management team at VW do Brazil develops and deploys a strategy map and Balanced Scorecard to accomplish a turnaround and cultural change after eight consecutive years of financial losses and market share declines. The team uses the strategy map to align... View Details
- 2010
- Working Paper
Venture Capital Investment in the Clean Energy Sector
By: Shikhar Ghosh and Ramana Nanda
We examine the extent to which venture capital is adequately positioned for the rapid commercialization of clean energy technologies in the United States. While there are several startups in clean energy that are well-suited to the traditional venture capital... View Details
- June 2010 (Revised February 2011)
- Case
The Fox Islands Wind Project (A)
By: Joseph B. Lassiter III, James Thomas Corcoran, Max Gazor, Dylan Hogarty and Alexander H. Somers, Jr.
The market for electricity on the Fox Islands of North Haven and Vinalhaven, Maine is unique and costly for residents. Historically, electricity prices on the islands had been three times the national average because of the high cost of importing electricity via an... View Details
- June 2010
- Article
Change for Change's Sake
By: Freek Vermeulen, Phanish Puranam and Ranjay Gulati
No one disputes that firms have to make organizational changes when the business environment demands them. But the idea that a firm might want change for its own sake often provokes skepticism. Why inflict all that pain if you don't have to? That is a dangerous... View Details
- February 2010 (Revised September 2011)
- Case
Local Motors: Designed by the Crowd, Built by the Customer
By: Michael I. Norton and Jeremy Dann
In the wake of the meltdown among U.S. auto manufacturers in 2009, Jay Rogers, CEO of Local Motors, has a new approach for the automotive industry: decide which models are produced through online design competitions, and then allow customers to "build their own cars"... View Details
- January 2010 (Revised March 2011)
- Case
The Children's Hospital of Philadelphia: Network Strategy
By: Michael E. Porter, Carolyn Daly and Andrew Peter Dervan
In 2009 Children's Hospital of Philadelphia (CHOP) had been recognized as the best children's hospital in the country for six years in a row; but leadership saw CHOP as more than the large main campus in western Philadelphia. Beginning in the 1990s, CHOP had created a... View Details
- January 2010 (Revised May 2012)
- Case
TopCoder (A): Developing Software through Crowdsourcing
By: Karim R. Lakhani, David A. Garvin and Eric Lonstein
TopCoder's crowdsourcing-based business model, in which software is developed through online tournaments, is presented. The case highlights how TopCoder has created a unique two-sided innovation platform consisting of a global community of over 225,000 developers who... View Details
- January 2010 (Revised August 2011)
- Case
United Breaks Guitars
By: John A. Deighton and Leora Kornfeld
When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a... View Details
- 2010
- Working Paper
The Mirroring Hypothesis: Theory, Evidence and Exceptions
The mirroring hypothesis predicts that the organizational patterns of a development project (e.g. communication links, geographic collocation, team and firm co-membership) will correspond to the technical patterns of dependency in the system under development. Scholars... View Details
- winter 2009
- Journal Article
Interactivity's Unanticipated Consequences for Markets and Marketing
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details
- 2009
- Chapter
Creating Superior Customer Value in a Connected World
By: Ranjay Gulati
"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details
- 2009
- Working Paper
Informed and Interconnected: A Manifesto for Smarter Cities
By: Rosabeth Moss Kanter and Stanley S. Litow
The need for a fresh approach to U.S. communities is more urgent than ever because of the biggest global economic crisis since the Great Depression. Through examination of the barriers to solving urban problems (and the ways they reinforce each other), this paper... View Details
- 2009
- Working Paper
Walking Through Jelly: Language Proficiency, Emotions, and Disrupted Collaboration in Global Work
By: Tsedal Beyene, Pamela J. Hinds and Catherine Durnell Cramton
In an ethnographic study comprised of interviews and concurrent observations of 145 globally distributed members of nine project teams of an organization, we found that uneven proficiency in English, the lingua franca, disrupted collaboration for both native and... View Details