Publications
Publications
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(10,818)
- Faculty Publications (2,615)
- 2008
- Book
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
By: Gerald Zaltman and Lindsay Zaltman
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details
- April 2008
- Case
Four Products: Predicting Diffusion (2008)
An updated "Four Products" case. This 2008 version includes: sliced peanut butter, foldable bicycle tires, high-end wooden puzzles, and artificial dirt for thoroughbred race tracks. These four products form the basis to assess the drivers of new product adoption. In... View Details
- April 2008
- Case
Ophthalmic Consultants of Boston and Dr. Bradford J. Shingleton (2004)
By: H. Kent Bowen and Marcelo Pancotto
Dr. Bradford Shingleton has developed some of the highest quality eye surgery techniques in the industry. He involves his nurses and technicians in creating a surgical service that is constantly improving. The case has many details about how Dr. Shingleton works with... View Details
- April 2008 (Revised May 2008)
- Case
Commonwealth Care Alliance: Elderly and Disabled Care
By: Michael E. Porter and Jennifer F Baron
Individuals enrolled in both Medicare and Medicaid, known as dual eligibles, are among the highest-cost beneficiaries in the US. Commonwealth Care Alliance, a small nonprofit insurer and care delivery system in Massachusetts, operated under a public demonstration... View Details
- April 2008
- Article
Getting Clear About Communities in Open Innovation
By: Joel West and Karim R. Lakhani
- April 2008
- Article
The Survey of Industrial R&D—Patent Database Link Project
By: William R. Kerr and Shihe Fu
This paper details the construction of a firm-year panel dataset combining the NBER Patent Dataset with the Survey of Industrial R&D conducted by the Census Bureau and National Science Foundation. The dataset constitutes a platform that offers an unprecedented view of... View Details
- 2008
- Working Paper
Using Financial Innovation to Support Savers: From Coercion to Excitement
By: Peter Tufano
We review a wide variety of programs that support savings by families, in particular by low- and moderate-income families. These programs range from ones that literally compel families to save, to those that make it hard not to save, make it easier to save, provide... View Details
- March 2008 (Revised October 2009)
- Case
IBM in the 21st Century: The Coming of the Globally Integrated Enterprise
Members of IBM's fifth Integration and Values Team (IVT5) were close to finishing their deliberations. Convened by Sam Palmisano, Chairman and CEO, and sponsored by Jon Iwata, Senior VP of Corporate Communications and Marketing, and John E. Kelly III, Senior VP and... View Details
- March 2008 (Revised December 2011)
- Case
IBM Values and Corporate Citizenship
IBM's transformation into a globally integrated enterprise (GIE) began with a conviction about what should never change. Since its founding in 1911, the company operated under a set of principles articulated by founder Thomas Watson and became known for a strong... View Details
- March 2008
- Case
Cambrian House
By: Peter A. Coles, Karim R. Lakhani and Andrew P. McAfee
Cambrian House builds internet-based products and services by relying entirely on its user community for all aspects of its innovation and new product development process. Users suggest ideas for new products and services and also participate in a monthly voting... View Details
- March 2008
- Background Note
Marketing Input and Innovation Strategy
By: Elie Ofek
This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details
- March 2008 (Revised April 2008)
- Case
Corning: 156 Years of Innovation
By: H. Kent Bowen and Courtney Purrington
The executive team at Corning has committed to double the rate of new business creation per decade, while at the same time growing the company's current businesses, including glass substrates for LCD displays. Their strategy, built on more than 150 years of successful... View Details
- March 2008
- Case
Novartis AG: Science-Based Business
By: H. Kent Bowen and Courtney Purrington
Novartis is a science-based drug company, which has important implications for its business strategy. It is one of the largest pharmaceutical companies in the world with over $38B in sales in 2007. Pharmaceuticals account for slightly over $24B of that total. In 2007,... View Details
- March 2008
- Article
Linguistic Network Configurations: Management of Innovation in Design-intensive Firms
By: Claudio Dell'Era, Alessio Marchesi and Roberto Verganti
In today's business and academic arenas, design is more and more viewed as an important strategic resource. In fact, over the last couple of years, we have seen a real explosion in business and research literature that see scholars and companies alike trying to... View Details
- March 2008
- Article
When Growth Stalls
By: Matthew S. Olson, Derek C. M. van Bever and Seth Verry
This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading.
An abrupt and lasting drop in revenue growth is a crisis that can strike even the... View Details
- February 2008 (Revised November 2008)
- Case
Radical Collaboration: IBM Microelectronics Joint Development Alliances
By: Willy Shih, Gary Pisano and Andrew A. King
IBM's "Radical Collaboration" model has been an innovative approach to meeting the challenges of the huge R&D and capital investments that are needed to stay competitive in the global semiconductor industry. This model has required a rethinking of what is proprietary,... View Details
- February 2008 (Revised December 2023)
- Case
Digital Music: From MP3 to Streaming
By: Willy Shih
The emergence of the MP3 file-based music format not only disrupted the market for portable audio players, it also impacted the business models of major record labels. Modularity, and the commoditization spillover enabled by modularity in the personal computer... View Details
- February 2008 (Revised August 2008)
- Case
Quanta Computer and the One Laptop Per Child Initiative
By: Willy Shih, Chintay Shih and Jyun-Chen Wang
When Quanta Computer, Inc., the world's largest manufacturer of laptop computers, first joined the One Laptop Per Child (OLPC) initiative, it faced a challenge trying to balance the cost objectives of a laptop computer targeted at children of the developing world with... View Details
- February 2008 (Revised May 2011)
- Case
The Travails of Rubber: Goodyear or Badyear?
By: Tom Nicholas and Andrew Ferguson
Explores the reason why Charles Goodyear, inventor of rubber vulcanization, was unable to profit from his discovery despite securing international property rights over his invention through a patent in 1844. Considers the utility of patents as an incentive for... View Details
- January 2008 (Revised December 2011)
- Case
Inner Mongolia Yili Group: China's Pioneering Dairy Brand
By: Regina M. Abrami, William C. Kirby, F. Warren McFarlan and Tracy Yuen Manty
Setting up the goal to become one of the top 20 enterprises in the world dairy industry by 2010, the Inner Mongolia Yili Group had ambitious plans. As one of China's biggest national dairy companies, its main challenge was competing as a local company against... View Details