Publications

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03 Dec 2012
HBS Case

HBS Cases: Against the Grain

weaknesses that underlie corruption everywhere. As an emerging professional he must also weigh the trust value of the personal relationships he is forming; his own comfort zone for ethical trade-offs; and the inherent uncertainties of... View Details

Keywords: by Martha Lagace; Food & Beverage

June 1994 (Revised September 1994)
Background Note

Commercializing Technology: Imaginative Understanding of User Needs

By: Dorothy A. Leonard

The transformation of technology into commercially successful products is a process fraught with risk and uncertainty, and increasing pressure on time to market is exacerbating the difficulties. This note first describes a study conducted by Hewlett-Packard to improve... View Details

Keywords: Transformation; Communication Strategy; Customers; Design; Marketing; Consumer Behavior; Product Development; Research; Risk and Uncertainty; Commercialization; Technology Adoption

27 Oct 2009
First Look

First Look: October 27

Working Papers Money or Knowledge? What Drives Demand for Financial Services in Emerging Markets? (revised) Authors: Shawn Cole, Thomas Sampson, and Bilal Zia Abstract Why is demand for formal financial... View Details

Keywords: Martha Lagace

March 2002 (Revised November 2003)
Case

Satellite Radio

By: Thomas R. Eisenmann and Alastair Brown

In early 2002, XM and Sirius were fighting for control of the emerging U.S. market for satellite radio. Each company targeted consumers in automobiles, providing 100 channels of CD-quality audio for a monthly subscription fee of $10-$13. Wall Street analysts predicted... View Details

Keywords: Growth and Development Strategy; Price; Risk and Uncertainty; Problems and Challenges; Network Effects; Partners and Partnerships; Information Technology; Business Model; Investment Return; Auto Industry; Media and Broadcasting Industry; United States

04 Mar 2002
What Do You Think?

Why the Bull Market in Leadership Books?

wave" of new material on leadership at this time, one that threatens to overwhelm the manager who tries to absorb and, heaven forbid, apply it all? Is it a natural result of a downturn in the economy, uncertainties in the... View Details

Keywords: by James Heskett

November 2008 (Revised August 2011)
Case

UnME Jeans: Branding in Web 2.0

By: Thomas J. Steenburgh and Jill Avery

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and... View Details

Keywords: Digital Marketing; Brands and Branding; Marketing Communications; Marketing Strategy; Consumer Behavior; Risk and Uncertainty; Social and Collaborative Networks; Internet and the Web; Apparel and Accessories Industry

June 2000 (Revised March 2002)
Teaching Note

Iridium LLC TN

By: Benjamin C. Esty

Teaching Note for (9-200-039). View Details

Keywords: Financing and Loans; Risk and Uncertainty; Information Technology; Insolvency and Bankruptcy; Financial Strategy; Performance; Valuation; Forecasting and Prediction; Demand and Consumers; Communications Industry

30 Jan 2018
First Look

January 30, 2018

injects uncertainty into the consumer's relative product valuations since she is unable to observe the entire catalog of products that the retailer will sell that season. Rationally acting consumers may respond to this additional View Details

Keywords: Sean Silverthorne

December 2007 (Revised August 2014)
Case

Xanadu on Broadway

By: Anita Elberse

Can one of Hollywood's biggest flops magically turn into a Broadway hit? Xanadu, an adaptation of a 1980 Olivia Newton-John roller-disco film described by one critic as "the epic failure to end all epic failures," opened on Broadway in July 2007. Producer Rob Ahrens,... View Details

Keywords: Theater Entertainment; Product Marketing; Product Launch; Demand and Consumers; Risk and Uncertainty; Creativity; Entertainment and Recreation Industry