Publications

February 2010
Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details

Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales

Srikant M. Datar became the eleventh dean of Harvard Business School on 1 January 2021. During his tenure as a faculty member, he served as Senior Associate Dean for University Affairs (including Faculty Chair of the Harvard Innovation Lab), for Research, for... View Details

Keywords: consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products; consumer products

Teaching Interest

Overview

Luciana has taught in front of MBA, Master of International Business and Economics, and Executive Education students. At HBS, she was a teaching fellow in "Managing Innovation" (taught in the MBA program by Professor Karim Lakhani) and co-developed most teaching... View Details

Keywords: Organizational Evolution; Organizational Behavior; Strategy; Organizational Change and Adaptation; Organizational Design

December 2019
Case

Walmart Ecommerce (B): Omnichannel Pursuits

By: Ramon Casadesus-Masanell and Karen Elterman

This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to... View Details

Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States

September 2011 (Revised July 2012)
Case

Building Watson: Not So Elementary, My Dear!

By: Willy Shih

This case is set inside IBM Research's efforts to build a computer that can successfully take on human challengers playing the game show Jeopardy! It opens with the machine named Watson offering the incorrect answer "Toronto" to a seemingly simple question during the... View Details

Keywords: Technological Innovation; Standards; Product Development; Organizational Change and Adaptation; Mathematical Methods; Research and Development; Information Technology

Eric Van den Steen is a Professor of Business Administration at HBS, where he teaches strategy. He holds the Roy Little chair, established in honor of the founder of Textron.

Professor Van den Steen's research studies the fundamentals of strategy and... View Details

July 2000 (Revised April 2011)
Case

Greeley Hard Copy, Portable Scanner Initiative (A)

By: Michael L. Tushman and Daniel Radov

Hewlett-Packard's Greeley Hard Copy Division is the market leader in the production of desktop flatbed scanners for personal computers. The division has been working to develop a portable scanner product for the past five years with mixed results. The new general... View Details

Keywords: Technological Innovation; Leading Change; Product Development; Organizational Structure; Hardware; Technology 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

2017
Working Paper

International Business and Emerging Markets: A Long-Run Perspective

By: Geoffrey Jones

This working paper explores long-run patterns in the strategies of international business in developing countries. There was a massive wave of Western multinational investment in the developing world during the first wave of globalization before the 1920s. The... View Details

Keywords: Multinational Firms and Management; Developing Countries and Economies; History; Emerging Markets; Problems and Challenges

SSRN

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October 2018 (Revised May 2019)
Teaching Note

Intuit: Turbo Tax PersonalPro - A Tale of Two Entrepreneurs

By: Joseph Fuller, Shikhar Ghosh and Monica Baraldi

Teaching Note for HBS No. 816-048. The case tells the story of a product manager within Intuit who develops an idea for a new product that spans two of the company's existing business units—professional tax software, sold to accountants, and the consumer focused... View Details

Keywords: Business Units; Business or Company Management; Applications and Software; Accounting; Product Development; Financial Services Industry

June 1987 (Revised August 1988)
Case

American Bank

By: Robert S. Kaplan

American Bank is developing a new system to compute product costs. The deregulated, more competitive environment for commercial banks has created both problems and opportunities for banking operations. In order to price existing products and assess the desirability of... View Details

Keywords: System; Consolidation; Commercial Banking; SWOT Analysis; Fair Value Accounting; Cost Management; Price; Banking Industry; North and Central America; United States

July 2021 (Revised February 2022)
Case

Mary Kay Inc.: Enriching Women's Lives while Embracing Change

By: Elie Ofek, K. Shelette Stewart and Julia Kelley

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at... View Details

October 2010
Article

Unleashing the Power of Marketing

By: Beth Comstock, Ranjay Gulati and Stephen A Liguori

The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details

Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry

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February 1998 (Revised January 2002)
Case

China: Facing the 21st Century

After 20 years of strong economic performance, economic czar Zhu Rongji considers whether it is time to rethink China's development strategy. The case reviews China's development strategy since 1978 and considers the challenges facing the country as it enters the 21st... View Details

Keywords: Growth and Development Strategy; Macroeconomics; China

August 2014 (Revised December 2015)
Case

Showrooming at Best Buy

By: Thales Teixeira and Elizabeth Anne Watkins

Best Buy is a consumer electronics retailer with nearly 2,000 stores worldwide. In 2012, the rising popularity of price-matching apps for mobile phones made price differences between retailers transparent, online and offline. Shoppers' desire to test electronics... View Details

Keywords: Competition; Price; Consumer Behavior; Applications and Software; Mobile and Wireless Technology; Retail Industry; Electronics Industry

Article

Turning Waste into By-Product

By: Deishin Lee

This paper studies how a firm can create and capture value by converting a waste stream into a useful and saleable by-product (i.e., implementing by-product synergy [BPS]). We show that BPS creates an operational synergy between two products that are jointly produced.... View Details

Keywords: Value Creation; Innovation and Invention; Cost Management; Opportunities; Market Participation; Framework; Profit; Competition; Wastes and Waste Processing; Product; Business Processes

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April 2003 (Revised December 2003)
Background Note

Analyzing Complex Negotiations

Develops a framework linking structural diagnosis and strategy design in complicated (complex and ambiguous) negotiations. To develop good strategies, negotiators must rigorously diagnose the structure of their negotiating situations. Equivalently, strategy follows... View Details

Keywords: Strategy; Negotiation Process; Complexity