Publications

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

July 2004 (Revised March 2007)
Case

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

In early 2004, less than a year after its launch, Sony's EyeToy, a unique video gaming concept, had become a tremendous success across Europe. Developed for use with Sony's PlayStation 2 console, the revolutionary technology allowed users standing in front of a small... View Details

Keywords: Games, Gaming, and Gambling; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Product Launch; Product Development; Performance Improvement; Software; Entertainment and Recreation Industry; Europe

March 1999 (Revised August 1999)
Case

Coop, The: Market Research

By: Ruth Bolton and Youngme E. Moon

Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research, how much money to spend, and which programs to fund. His two vice presidents (of quality and marketing) have presented very different proposals. View Details

Keywords: Marketing; Cost; Research; Markets; Quality; Decisions; Management Teams; Food and Beverage Industry; Retail Industry

January 2004
Article

Managing Price Expectations through Product Overlap

By: John T. Gourville and Youngme Moon

Keywords: Management; Price; Product

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May 2021
Teaching Note

Megan Ming Francis: Leadership and Racial Injustice

By: Francesca Gino, Frances X. Frei and Youngme Moon

Teaching Note for Multimedia Case No. 921-701. View Details

Keywords: Racial Injustice; Race; Prejudice and Bias; Organizational Change and Adaptation; Leadership

June 2021
Teaching Note

Bozoma Saint John: Leading with Authenticity and Urgency

By: Frances X. Frei, Francesca Gino and Youngme Moon

Teaching Note for HBS Case No. 921-708. View Details

01 Sep 2008
News

Entrepreneurship Program in Fourth Year

globalizes, we need to give back, and pedagogy happens to be something we’re good at,” observes HBS professor Howard Stevenson, who cochaired the program with HBS senior lecturer Mike Roberts and professor... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

December 1999 (Revised November 2000)
Background Note

Pricing and Market Making on the Internet

By: Robert J. Dolan and Youngme E. Moon

Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. View Details

Keywords: Price; Marketing Strategy; Auctions; Digital Platforms; Negotiation; Internet and the Web

April 2009 (Revised April 2009)
Teaching Note

(PRODUCT) RED (TN) (A) and (B)

By: Michael I. Norton and Youngme E. Moon

Teaching Note for [509013 and 509014]. View Details

March 2002 (Revised January 2003)
Case

Microsoft: Positioning the Tablet PC

By: Youngme E. Moon and Christina L. Darwall

Microsoft is preparing for the launch of the Tablet PC, which allows users to use a pen (stylus) to run Windows and Windows applications, annotate documents, and create handwritten documents for later reference or even conversion to text. Microsoft's original equipment... View Details

Keywords: Technological Innovation; Product Positioning; Market Entry and Exit; Information Infrastructure; Applications and Software; Computer Industry

11 Dec 2014
News

Fashion's Retail Revolution

field trips. “Department stores were the arbiters of fashion,” says Rajiv Lal, the Stanley Roth, Sr. Professor of Retailing at HBS, whose current research looks at the uncertain future of today’s department stores. Then, you were likely... View Details

Keywords: April White; fashion; Leather and Allied Product Manufacturing; Manufacturing; Finance

July 2000 (Revised May 2002)
Case

Gateway: Moving Beyond the Box

By: Frances X. Frei, Youngme E. Moon and Hanna Rodriguez-Farrar

Gateway has opened retail stores to differentiate itself from its competitors (e.g., Dell). Describes how the company has created an excellent service experience, but has struggled financially as a result. View Details

Keywords: Transition; Change Management; Valuation; Service Operations; Service Delivery; Distribution Channels; Computer Industry; Electronics Industry; United States

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

16 Sep 2015
News

Built for Speed

Jones could see it in class. Rogers would be perched up near the Skydeck, taking in all the information and confidently offering solutions with a radio-quality voice. “He was, as Youngme Moon would define... View Details

Keywords: Dan Morrell; Machinery Manufacturing; Manufacturing

11 Jan 2021
News

Strengthening Democracy

of the U.S. Capitol Was a Breach of Trust, by Professor Sandra Sucher and Shalene Gupta "Reflections on the Tumult in Washington D.C.," Professors Youngme Moon, Felix... View Details

25 Sep 2009
News

Are You Being Served?

came to the forefront. HBS certainly played a role with its studies of customer-relationships management. The “service-profit chain” that Professors Heskett, Sasser, and Schlesinger made prominent in the 1980s contributed new thinking, as... View Details

Keywords: Garry Emmons; Business Schools & Computer & Management Training; Educational Services

May 2021
Teaching Note

Zeynep Ton: The Good Jobs Strategy

By: Frances X. Frei, Francesca Gino and Youngme Moon

Teaching Note for HBS Case No. 921-703. View Details