Publications
Publications
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- All HBS Web
(1,497)
- Faculty Publications (317)
- March 2016
- Case
Evive Health and Workplace Influenza Vaccinations
By: John Beshears
Evive Health is a company that manages communication campaigns on behalf of health insurance plans and large employers. Using big data techniques and insights from behavioral economics, Evive deploys targeted and effective messages that improve individuals' health... View Details
Keywords: Vaccination; Influenza; Flu Shot; Preventive Care; Health Care; Behavioral Economics; Choice Architecture; Nudge; Experimental Design; Randomized Controlled Trial; RCT; Causal Inference; Consumer Behavior; Health Care and Treatment; Health Testing and Trials; Communication Strategy; Health Industry
- January 2016 (Revised July 2017)
- Case
HourlyNerd
By: Jill Avery and Joseph Fuller
HourlyNerd, a two-sided marketplace platform for matching freelance consultants with small companies looking for help, struggles to define a growth plan for the future. The company, started as a class project in HBS' FIELD 3 course, is assessing three growth paths:... View Details
- October 2015
- Case
BandPage (A)
By: Karim R. Lakhani, Colin Maclay and Greta Friar
BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details
- September 2015 (Revised March 2017)
- Case
Château Margaux (Abridged)
By: Elie Ofek, Eric E. Vogt and Robert J. Dolan
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
- August 2015
- Case
Kjell & Company: Electronics Accessories Retail in the Nordics
By: Krishna Palepu, Das Narayandas and Kerry Herman
Swedish electronics accessories retailer Kjell is considering several issues as it plots its next stage of growth. How should it balance opportunities to expand retail stores into a new market (Oslo, Norway) with additional growth in its home market—Sweden—with... View Details
- July 2015 (Revised September 2017)
- Case
Ron Johnson: A Career in Retail
In April 2013, Ron Johnson (HBS '84) stepped down after just 18 months as CEO of J.C. Penney. In his brief tenure, Johnson, an acclaimed retailer respected for his innovation and success in shaping the retail image at Target and Apple, introduced dramatic departures... View Details
Keywords: Leadership; Leadership Development; Legal Industry; Procurement; Professional Service Firms; Pricing; Organizational Behavior Modification; Change Management; Innovation Leadership; Situation or Environment; Failure; Management Teams; Brands and Branding; Competition; Retail Industry; United States
- March 2015 (Revised December 2016)
- Case
American Well: The DTC Decision
By: Elie Ofek and Natalie Kindred
In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details
Keywords: Health Care; Telehealth; Telemedicine; American Well; Schoenberg; Boston; Israel; Technology; Online Care; Direct-to-consumer; DTC; Health Insurance; Affordable Care Act; Health Care Reform; Accountable Care Organizations; Technology Change; Innovation ＆ Entrepreneurship; Digital Marketing; Strategy; Competition; Information Technology; Marketing; Technological Innovation; Technology Adoption; Entrepreneurship; Marketing Strategy; Health Industry; Technology Industry; Boston; Massachusetts; United States; Israel
- January 2015 (Revised April 2018)
- Case
CJ E&M: Creating a K-Culture in the U.S.
By: Elie Ofek, Sang-Hoon Kim and Michael Norris
Buoyed by the success of K-pop music and K-drama television shows in Asian countries, Chairman Jay Lee, of the South Korean conglomerate CJ Group, believed that the time was ripe for taking Korean cultural content to the West. One initiative, carried out by the Group's... View Details
Keywords: Cultural Consumption; Media Businesses; International Marketing; Event Marketing; Creative Industries; Cross-cultural Adaptation; Ethnic Marketing; South Korea; Marketing Strategy; Entertainment; Global Strategy; Cross-Cultural and Cross-Border Issues; Entertainment and Recreation Industry; United States; South Korea
- December 2014 (Revised July 2016)
- Case
HEINEKEN—Brewing a Better World
By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer
The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details
- 2014
- Other Teaching and Training Material
Marketing Reading: Segmentation and Targeting
By: Sunil Gupta
This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
- November 2014
- Article
The Impact of Corporate Sustainability on Organizational Processes and Performance
By: Robert G. Eccles, Ioannis Ioannou and George Serafeim
We investigate the effect of corporate sustainability on organizational processes and performance. Using a matched sample of 180 U.S. companies, we find that corporations that voluntarily adopted sustainability policies by 1993—termed as High Sustainability... View Details
Keywords: Sustainability; Sustainability Management; Sustainability Research; Sustainability Reporting; Sustainability Targets; Corporate Social Responsibility; Corporate Accountability; Reporting; Corporate Governance; Investor Clientele; Investor Communication; Stock Market; Corporate Social Responsibility and Impact; Environmental Sustainability; Performance; United States
- October 2014 (Revised November 2016)
- Technical Note
Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)
By: Elie Ofek
This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a... View Details
- September 2014 (Revised May 2015)
- Case
The United Kingdom and the Means to Prosperity
By: Laura Alfaro, Lakshmi Iyer and Hilary White
After struggling through the country's longest recession since 2008, the U.K. was expected to grow faster than any other G7 nation in 2014. Analysts wondered whether the return to growth was because, or in spite of, Prime Minister David Cameron's controversial £113... View Details
Keywords: United Kingdom; Keynesian Multiplier; Inflation; Inflation Targeting; Government Spending; Government Intervention In The Markets; Monetary Policy; Financial Crisis Management; Austerity; Inequality; Public Finance; Government Finance; Macroeconomics; Economics; Government and Politics; Inflation and Deflation; Financial Crisis; Economic Slowdown and Stagnation; Economic Growth; Business Cycles; Welfare; United Kingdom
- September 2014 (Revised June 2016)
- Case
Whole Foods: The Path to 1,000 Stores
By: David F. Drake, Ryan W. Buell, Melissa Barton, Taylor Jones, Katrina Keverian and Jeffrey Stock
The case examines the operations strategy of Whole Foods, one of the largest natural grocery chains in the United States. In late 2013, Whole Foods was expanding rapidly, with a publicly-stated goal of growing from 351 to 1,000 domestic stores by 2022. It was also... View Details
- May 2014 (Revised March 2016)
- Case
Health City Cayman Islands
By: Tarun Khanna and Budhaditya Gupta
Narayana Health (NH) had been successfully delivering affordable high quality tertiary care to the masses in India through its chain of hospitals for over a decade. To encourage the adoption of the NH affordable care delivery model worldwide, Dr. Shetty, Chairman of... View Details
Keywords: Healthcare; Emerging Economies; Innovation; India; Institutions; Pricing; Replication; Strategy; Narayana Health; Ascension; Health City Cayman Islands; Dr. Devi Shetty; International Business; Health Care and Treatment; Innovation Strategy; Innovation and Management; Disruptive Innovation; Cross-Cultural and Cross-Border Issues; Global Strategy; Knowledge Use and Leverage; Management Practices and Processes; Growth Management; Growth and Development Strategy; Market Entry and Exit; Adaptation; Adoption; India; Cayman Islands
- May 2014 (Revised January 2015)
- Case
Vaxess Technologies, Inc.
By: John A. Quelch and Margaret L. Rodriguez
In February 2014, Michael Schrader, chief executive of Vaxess Technologies, Inc., was assessing the startup health care company's 2014 marketing plan. On December 31st, 2013, Vaxess had obtained an exclusive license to a series of patents for a silk protein technology... View Details
- March 2014
- Teaching Note
E-Cigarettes: Marketing Versus Public Health
By: John A. Quelch
Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details
- November 2013 (Revised June 2014)
- Case
E-Cigarettes: Marketing Versus Public Health
By: John A. Quelch and Margaret L. Rodriguez
Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details
- October 2013 (Revised August 2015)
- Case
Outotec (A): Project Capture
By: Robert J. Dolan and Doug J. Chung
Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details
- October 2013 (Revised August 2015)
- Supplement
Outotec (B): Action Plan
By: Robert J. Dolan and Doug J. Chung
Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details