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- 13 Jun 2005
- Research & Ideas
Rescuing Products with Stealth Positioning
companies that use stealth positioning adopt a covert approach. They conceal the true nature of their products by affiliating them with a different category. This is a powerful strategy for marketers when a category is in some way... View Details
Keywords: by Youngme Moon
- June 2021 (Revised December 2021)
- Case
The Lunar Gateway, Moon vs. Mars, and the Political Governance of Space Activities
By: Matthew C. Weinzierl and Mehak Sarang
In 2017, the Trump Administration made a bold claim—that they would return the next man and the first woman to the lunar surface by 2024, this time to establish a sustainable presence to enable further exploration in the solar system. With the Artemis Program, NASA has... View Details
Keywords: Space; Space Economy; Aerospace; Nasa; Governance; Policy; International Relations; Infrastructure
Weinzierl, Matthew C., and Mehak Sarang. "The Lunar Gateway, Moon vs. Mars, and the Political Governance of Space Activities." Harvard Business School Case 721-059, June 2021. (Revised December 2021.)
- 26 Apr 2010
- Research & Ideas
When Other Companies Compete Like Crazy, Dare to Be Different
Want to be different? Change your world, not your tactics. As HBS professor Youngme Moon argues in Different: Escaping the Competitive Herd, competition too often breeds conformity. Yet there is plenty of... View Details
Keywords: by Sarah Jane Gilbert
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
HBS associate professor Youngme Moon teaches the MBA elective Consumer Marketing and several Executive Education marketing courses. With her research and course development work focusing on innovative... View Details
- 19 Sep 2023
- Research & Ideas
What Chandrayaan-3 Says About India's Entrepreneurial Approach to Space
are feeling is cumulative. The moon landing is a culmination of decades of work by Indian scientists. Beyond space, India has become one of the largest producers of vaccines, which of course was relevant... View Details
- 22 Oct 2010
- Research & Ideas
Panel on Pedagogical Innovations in MBA Courses
Editor's Note: This is a summary of an HBS Faculty Research Symposium 2010 presentation. View a full summary from the link below. Date of Event:May 10, 2010 Speakers:Ray Gilmartin, Joseph Lassiter, Youngme Moon, Nitin Nohria Multiple... View Details
- 04 Jun 2018
- Research & Ideas
Think of it as Professors in Cars Having Coffee
Oberholzer-Gee is the Andreas Andresen Professor of Business Administration. Felix Oberholzer-Gee, Youngme Moon, and Mihir Desai. For HBS, which perhaps is seen by some as fastidious, high-brow, and inside... View Details
- 05 Jun 2007
- First Look
First Look: June 5, 2007
relatively informative about ability but are difficult to influence through managerial effort, may have the unintended consequence of generating inefficiencies in firms' employment contracts. Companies and the Customers Who Hate Them Authors:Gail McGovern and View Details
Keywords: Martha Lagace
- 02 Mar 2009
- Research & Ideas
When Goal Setting Goes Bad
in many cases goals do more harm than good. Worse, they can cause real damage to organizations and individuals using them. "We argue that the beneficial effects of goal setting have been overstated and that systematic harm caused by goal... View Details
Keywords: by Sean Silverthorne
- 20 Feb 2017
- Research & Ideas
Having No Life is the New Aspirational Lifestyle
Americans are working longer hours than ever before, with the office increasingly stealing our leisure time. But according to new research by Anat Keinan, this hectic way of life is, for many of us, far from an unmitigated negative. In... View Details
Keywords: by Michael Blanding
- April 2017 (Revised July 2017)
- Case
ISRO: Explore Space or Exploit CubeSats?
The Indian Space Research Organization (ISRO) achieved global acclaim by launching successful missions to the moon and Mars at a fraction of the cost of prior Western missions. It is now faced with an important strategic dilemma—whether to continue exploring deep space... View Details
Choudhury, Prithwiraj, Tarun Khanna, Karim Lakhani, and Rachna Tahilyani. "ISRO: Explore Space or Exploit CubeSats?" Harvard Business School Case 617-062, April 2017. (Revised July 2017.)
- 16 Feb 2004
- Research & Ideas
HBS Center Focuses on Europe
The center approached Alessi, a medium-sized tableware company in Italy, at the request of professors Youngme Moon and Gail McGovern for a case in the Consumer Marketing MBA elective. Working through... View Details
Keywords: by Cynthia Churchwell
- 29 Aug 2024
- Research & Ideas
Shoot for the Stars: What to Know About the Space Economy
A new space race—one fueled more by commercial conquest than intergalactic domination—is charting solutions to pressing problems in national security, climate change, and communication. With costs poised to drop and innovation on the... View Details
- 2010
- Book
Different: Escaping the Competitive Herd
By: Youngme Moon
Every few years a book-through a combination of the author's unique voice, storytelling ability, spirit, and insight-simply breaks the mold. Youngme Moon's DIFFERENT is that kind of book, a book for "people who don't read business books...," a book that feels like an... View Details
Keywords: Communication Intention and Meaning; Entrepreneurship; Innovation and Invention; Marketing; Creativity; Competition
Moon, Youngme. Different: Escaping the Competitive Herd. Crown, 2010.
- January 2018
- Supplement
In the Eye of a Geopolitical Storm: South Korea's Lotte Group, China and the U.S. THAAD Missile Defense System (B)
By: Andy Zelleke and Brian Tilley
This case explores Lotte Group’s challenge of how to respond to Chinese government pressure in 2017, following the Group’s February decision to transfer land to the South Korean government, on which Seoul intended to deploy the U.S.-built THAAD missile defense system.... View Details
- 19 Sep 2006
- First Look
First Look: September 19, 2006
http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=706036 Frederick Douglass Charter School: The Renewal Decision Harvard Business School Case 806-063 Five years after the launch of the Frederick Douglass Charter School, its performance is under review... View Details
Keywords: Sean Silverthorne
- 05 Aug 2010
- What Do You Think?
What Is Customer Opinion Good For?
brings me to a new book, Different, by Youngme Moon, a member of the marketing faculty at the Harvard Business School. She reacts to the proliferation of products and advertising that are so much alike that... View Details
- 01 Jul 2019
- What Do You Think?
Are Super Stretch Goals Only for the Very Young?
group. “Super Stretch Goals are for the agile, small groups, for two reasons. One. Missionary zeal and commitment is easily caught by small groups, particularly those who are out to show the world who they are Two. Super Stretch Goals... View Details
Keywords: by James Heskett
- 02 Mar 2020
- What Do You Think?
Are Candor, Humility, and Trust Making a Comeback?
Professor Ryan Buell and doctoral student Moon Soo Choi caught my eye recently. Their study of a credit card offering to almost 400,000 customers of Commonwealth Bank, Australia’s largest, found that a typical promotion mentioning only... View Details
Keywords: by James Heskett
- 10 Nov 2014
- HBS Case
How Restaurants in Lima and Copenhagen Became Best in the World
realm. The idea is this: There is a market logic, which has rational economic calculations, and an artistic logic where one is doing something for self-expression. So how do you blend those two worlds? Noma does it by charging a high... View Details