Demand Planning - Publications - Faculty & Research

November 2021
Case

Tommy Hilfiger Adaptive: Fashion for All

By: Elizabeth A. Keenan, Sandra J. Sucher and Shalene Gupta

In Fall 2017, Tommy Hilfiger launched Tommy Hilfiger Adaptive, a line of adaptive and inclusive fashion apparel intended to make dressing easier. Now, Tommy Hilfiger is planning to launch Tommy Hilfiger Adaptive internationally in early 2020. The prospect of making... View Details

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12 Aug 2002
Op-Ed

Using Big Business to Fight Poverty

combat these scourges is for rich countries to double their foreign aid budgets, and Gordon Brown, the United Kingdom's chancellor of the exchequer, has called for a new Marshall Plan to fight poverty. Both initiatives are misguided,... View Details

Keywords: by George C. Lodge

November 2023 (Revised April 2025)
Case

Norse Atlantic Airways

By: Willy Shih

Bjørn Tore Larsen, Norse Atlantic Airways' founder and CEO, hadn't planned to get into the airline business. But when the COVID-19 pandemic depressed the global demand for air travel and the lease rates for jetliners, he realized if ever he was going to get into the... View Details

Keywords: Business Model; Business Startups; Market Entry and Exit; Leasing; Business Strategy; Segmentation; Interest Rates; Air Transportation Industry; Europe; North America; Norway; United Kingdom; United States

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18 Jul 2011
Research & Ideas

Looking in the Mirror: Questions Every Leader Must Ask

questions that will help them regroup, mobilize their team, formulate a plan of action, and move forward." In his new book, What to Ask the Person in the Mirror, Kaplan argues against the notion that great leadership is about having... View Details

Keywords: by Carmen Nobel

09 Aug 2017
Blog Post

"A Balance Between Autonomy and Resources to Help Me Learn."

Many MBAs approach their internships seeking new industries to explore. But Jon Wofsy, MBA 2018, remained eager to stay in his field, clean energy, while testing a new role. “I had been in clean energy before I came to HBS,” says Jon. “I always View Details

Keywords: Manufacturing

June 2006 (Revised February 2007)
Case

De Beers at the Millennium

At the time of the millennium, diamond demand was threatened by an increasing awareness among jewelry customers that diamond production and trading in some countries was being linked to growing inequities and human rights violations. This, in turn, had an impact on De... View Details

Keywords: Organizational Change and Adaptation; Value Creation; Strategic Planning; Social Issues; Luxury; Consumer Products Industry; Mining Industry; Africa

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12 Oct 1999
Research & Ideas

Rapid Response: Inside the Retailing Revolution

sales. With the resulting improvements in demand forecasting and production planning and practices, inventory management for both the retailer and the manufacturer has become much more of a science. Since... View Details

Keywords: by James E. Aisner; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail

February 2023
Supplement

Graphic Packaging: Project Cowboy (A) Courseware

By: Benjamin C. Esty and Scott Mayfield

In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details

Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America

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February 2023 (Revised March 2025)
Case

Graphic Packaging: Project Cowboy (A)

By: Benjamin C. Esty and E. Scott Mayfield

In July 2019, Graphic Packaging CEO Michael Doss was proposing a $600 million investment in a new machine to produce coated recycled board (CRB), a type of paper packaging used for consumer products (cups, cereal boxes, beverage boxes, etc.) that utilized recycled... View Details

Keywords: Capital Budgeting; Growth Management; Demand and Consumers; Duopoly and Oligopoly; Competitive Strategy; Competitive Advantage; Expansion; Value Creation; Supply and Industry; Pulp and Paper Industry; Manufacturing Industry; United States; North America

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16 Feb 2016
First Look

February 16, 2016

a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to procure the customized bundle required to develop, produce, and implement relevant, resonant promotional campaigns. Increasing numbers of advertisers are... View Details

Keywords: Sean Silverthorne

2010
Working Paper

Just Say No to Wall Street: Putting A Stop to the Earnings Game

By: Joseph Fuller and Michael C. Jensen

Putting an end to the "earnings game" requires that CEOs reclaim the initiative by avoiding earnings guidance and managing expectations in such a way that their stocks trade reasonably close to their intrinsic value. In place of earnings forecasts, management should... View Details

Keywords: Stocks; Performance Expectations; Goals and Objectives; Risk and Uncertainty; Growth and Development Strategy; Decisions; Risk Management; Budgets and Budgeting; Earnings Management; Value; Projects

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June 2011
Case

Reed Supermarkets: A New Wave of Competitors

By: John A. Quelch and Carole Carlson

Reed Supermarkets is a high-end supermarket chain with operations in several Midwestern states. Meredith Collins, vice president of marketing, visits stores located in Columbus, Ohio, an important region with the largest market and the greatest impact on revenue... View Details

Keywords: Product Positioning; Marketing Strategy; Business Growth and Maturation; Competitive Strategy; Consumer Behavior; Brands and Branding; Retail Industry; Food and Beverage Industry; Ohio

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05 Jul 2006
Research & Ideas

Reinventing the Dowdy Savings Bond

large number of individuals." We don't need any budget appropriations or new social programs. In discussions with the Treasury, Tufano says he encountered healthy skepticism to the idea that such changes would create real demand for... View Details

Keywords: by Julia Hanna; Banking; Financial Services

03 Apr 2012
First Look

First Look: April 3

812-098 Provides practical guidelines for conducting customer visits to explore and validate demand for an entrepreneurial offering. Reviews conditions under which visits will yield superior insights, compared to other research methods.... View Details

Keywords: Carmen Nobel

Program

Succeeding as a Strategic CFO

program, you will learn what it takes to meet the demands of the CFO role. You will begin to build a robust set of skills in strategy, communication, and leadership that will enable you to drive innovation and lead organizational change.... View Details

February 1999 (Revised May 1999)
Case

Onsale, Inc.

By: Youngme E. Moon

Onsale has been a pioneer in electronic commerce, offering excess and refurbished goods using an online auction format. The company is now planning to become a player in the highly competitive world of first-run computer merchandise as well. However, unlike other... View Details

Keywords: Business Model; Transformation; Customers; Brands and Branding; Auctions; Network Effects; Strategic Planning; Competitive Strategy; Internet and the Web; Retail Industry

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25 Oct 2016
Working Paper Summaries

'Be Careless with That!' Availability of Product Upgrades Increases Cavalier Behavior Toward Possessions

Keywords: by Silvia Bellezza, Joshua M. Ackerman, and Francesca Gino; Telecommunications

Regina E. Herzlinger

Regina E. Herzlinger is the Nancy R. McPherson Professor of Business Administration at the Harvard Business School. She was the first woman to be tenured and chaired at Harvard Business School and serve on many established and start-up corporate health care/medical... View Details

Keywords: health care; insurance industry; medical devices; retailing; digital health

February 2013 (Revised September 2013)
Case

Elasto Therm: The Next Step

By: Jim Sharpe and James Weber

Julia and Nate Burstein were living their dream running their own business and balancing the demands between their work and family obligations while creating a company that was responsive to their employees' and their customers' needs. The Bursteins had joined a large... View Details

Keywords: Entrepreneurial Management; Entrepreneurs; Pricing; Pricing Policies; Pricing Strategy; Pricing Structure; Sales Force Management; Acquisitions; Work/family Balance; Family-owned Business; Entrepreneurship; Growth and Development Strategy; Expansion; Work-Life Balance; Manufacturing Industry; Rubber Industry; United States

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October 2022
Case

Afrigen Biologics: Vaccines for the Global South

By: Debora L. Spar and Julia Comeau

The majority of vaccines used on the continent of Africa (99%) are produced offshore. This makes African nations reliant on the West for major health care needs, a problem which was exacerbated by the COVID-19 pandemic. Afrigen Biologics (in partnership with the WHO)... View Details