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All HBS Web
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- Faculty Publications (118)
- March 2018
- Case
Sachem Head's Activism at Autodesk
By: Suraj Srinivasan and Quinn Pitcher
In 2015, activist hedge fund Sachem Head Capital, led by founder Scott Ferguson, launched an activist campaign at computer aided design (CAD) software maker Autodesk. The activist campaign, waged mainly in private, was over Autodesk's lackluster financial performance,...
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Keywords:
Shareholder Activism;
Investing;
Activist Investing;
Technology;
CEO Turnover;
Hedge Fund Activism;
Benchmarking;
Corporate Governance;
Information Technology;
Investment Activism;
Performance Improvement;
Management Succession;
United States
Srinivasan, Suraj, and Quinn Pitcher. "Sachem Head's Activism at Autodesk." Harvard Business School Case 118-086, March 2018.
- March 2018
- Teaching Note
Making Target the Target: Boycotts and Corporate Political Activity (A) and (B)
By: Nien-hê Hsieh and Victor Wu
Through the challenges facing Target, the case examines the ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying. In 2016, Target CEO Brian Cornell must determine how to...
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Keywords:
Public Opinion;
Social Issues;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Problems and Challenges;
Laws and Statutes;
Rights;
Crisis Management;
Risk Management;
Media;
Political Elections;
Taxation;
Corporate Accountability;
Values and Beliefs;
Fairness;
Diversity;
Customers;
Communication;
Business and Government Relations;
Retail Industry;
United States
- March 2018
- Article
In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions
By: Eva Ascarza, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost and Rom Schrift
In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn....
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Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost, and Rom Schrift. "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions." Special Issue on 2016 Choice Symposium. Customer Needs and Solutions 5, nos. 1-2 (March 2018): 65–81.
- Article
Orienteering for Electioneering
By: Jonah Kallenbach, Robert Kleinberg and Scott Duke Kominers
In this paper, we introduce a combinatorial optimization problem that models the investment decision a political candidate faces when treating his or her opponents’ campaign plans as given. Our formulation accounts for both the time cost of traveling between districts...
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Kallenbach, Jonah, Robert Kleinberg, and Scott Duke Kominers. "Orienteering for Electioneering." Operations Research Letters 46, no. 2 (March 2018): 205–210.
- January 2018 (Revised October 2019)
- Case
ZBJ: Building a Global Outsourcing Platform for Knowledge Workers (A)
By: Feng Zhu, Weiru Chen and Shirley Sun
ZBJ.com (ZBJ), an online platform that connects knowledge workers to small- and medium-sized enterprises, is China’s largest outsourcing platform. Founded by Mingyue Zhu in 2006, ZBJ had grown into a unicorn with 4,000 employees and a daily transaction volume of RMB15...
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Keywords:
Outsourcing;
Disintermediation;
Digital Platforms;
Information Technology;
Problems and Challenges;
Global Strategy;
Information Technology Industry;
China
Zhu, Feng, Weiru Chen, and Shirley Sun. "ZBJ: Building a Global Outsourcing Platform for Knowledge Workers (A)." Harvard Business School Case 618-044, January 2018. (Revised October 2019.)
- June 2017 (Revised August 2018)
- Supplement
Making Target the Target: Boycotts and Corporate Political Activity (B)
By: Nien-hê Hsieh and Victor Wu
Supplements the (A) Case.
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Keywords:
Campaign Finance Reform;
Corporate Political Activity;
Lobbying;
LGBTQ;
Campaign Contributions;
Campaign Finance;
Retail;
Shareholder Activism;
Public Opinion;
Social Issues;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Problems and Challenges;
Laws and Statutes;
Rights;
Crisis Management;
Risk Management;
Media;
Political Elections;
Taxation;
Corporate Accountability;
Values and Beliefs;
Fairness;
Diversity;
Customers;
Communication;
Business and Government Relations;
Retail Industry;
United States
Hsieh, Nien-hê, and Victor Wu. "Making Target the Target: Boycotts and Corporate Political Activity (B)." Harvard Business School Supplement 317-131, June 2017. (Revised August 2018.)
- Article
Beyond the Target Customer: Social Effects in CRM Campaigns
By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the...
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Keywords:
Social Effects;
Field Experiment;
Mobile;
Customer Relationship Management;
Network Effects;
Consumer Behavior
Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
- 2017
- Other Teaching and Training Material
Organizational Behavior Reading: Leading Organizational Change
By: Ryan Raffaelli
This reading combines conceptual frameworks and research-based knowledge to provide practical guidance about how to lead organization change. The essential reading outlines key choices leaders must make when managing a change and the common traps that can cause a...
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Raffaelli, Ryan. "Organizational Behavior Reading: Leading Organizational Change." Core Curriculum Readings Series. Boston, MA: Harvard Business Publishing 8324, 2017.
- April 2017 (Revised March 2024)
- Case
Making Target the Target: Boycotts and Corporate Political Activity
By: Nien-hê Hsieh and Victor Wu
Through the challenges facing Target, the case examines ways in which corporations can become involved in political and legislative debates and processes, ranging from campaign contributions to lobbying to political activism. In 2016, Target CEO Brian Cornell must...
View Details
Keywords:
Boycott;
Corporate Political Activity;
Lobbying;
LGBTQ;
Campaign Contributions;
Campaign Finance;
Retail;
Shareholder Activism;
Public Opinion;
Social Issues;
Corporate Social Responsibility and Impact;
Mission and Purpose;
Problems and Challenges;
Laws and Statutes;
Rights;
Crisis Management;
Risk Management;
Media;
Political Elections;
Taxation;
Corporate Accountability;
Values and Beliefs;
Fairness;
Diversity;
Customers;
Communication;
Business and Government Relations;
Retail Industry;
United States
Hsieh, Nien-hê, and Victor Wu. "Making Target the Target: Boycotts and Corporate Political Activity." Harvard Business School Case 317-113, April 2017. (Revised March 2024.)
- November 2016
- Case
But, It's For a Good Cause
By: Elizabeth Keenan and John Gourville
Companies have long tried to enhance consumers’ perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development of a brand image that the public views favorably, as in the case of Apple. It extends to the development of...
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- October 2016 (Revised April 2018)
- Case
DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a...
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Keywords:
Sales Management;
Pricing;
Programmatic Ad Buying;
"Marketing Analytics";
Advertising Technology;
Sales;
Digital Marketing;
Marketing Strategy;
Advertising Campaigns;
Product Launch;
Product Positioning;
Media;
Technology Industry;
Advertising Industry;
Boston;
Massachusetts
Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
- September 2016 (Revised December 2018)
- Case
Joan Bavaria and Multi-Dimensional Capitalism
By: Geoffrey Jones and Seema Amble
The case examines the career of Joan Bavaria, a pioneer of socially responsible investing and founder of Trillium Asset Management and Ceres, the nonprofit organization advocating for sustainability leadership. It describes her personal journey from art student and...
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Keywords:
Integrated Corporate Reporting;
Corporate Social Responsibility and Impact;
Personal Development and Career
Jones, Geoffrey, and Seema Amble. "Joan Bavaria and Multi-Dimensional Capitalism." Harvard Business School Case 317-028, September 2016. (Revised December 2018.)
- June 2016 (Revised January 2018)
- Case
World Wildlife Fund (WWF)
By: Ramon Casadesus-Masanell and Jordan Mitchell
Nearly all environmental organizations have a similar aim: to stop the degradation of the natural environment. However, the strategies that environmental organizations choose to employ are sometimes starkly different. This case compares the models of two dissimilar...
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Keywords:
Business Model;
Business and Community Relations;
Business and Government Relations;
Environmental Sustainability;
Non-Governmental Organizations;
Business Strategy
Casadesus-Masanell, Ramon, and Jordan Mitchell. "World Wildlife Fund (WWF)." Harvard Business School Case 716-468, June 2016. (Revised January 2018.)
- June 7, 2016
- Comment
Can Brand Trump Win a Presidency?
By: John A. Quelch
In the marketplace, Brand Trump is authentic. It stands for aspiration and success, but more the ostentatious and flashy success that appeals to the newly wealthy, the entrepreneur, the outsider. For these consumers, brand Trump clearly delivers; Trump hotels, and...
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Keywords:
Brand;
Umbrella Brands;
Political Brands;
Political Campaigns;
Successful Brands;
Personal Brand;
Demographics;
History;
Information;
Innovation and Invention;
Leadership;
Management;
Marketing;
Outcome or Result;
Problems and Challenges;
Strategy;
Value;
Public Administration Industry;
Public Relations Industry;
United States
Quelch, John A. "Can Brand Trump Win a Presidency?" Harvard Business School Working Knowledge (June 7, 2016). (Republished by Forbes.com on June 7, 2016.)
- March 2016 (Revised March 2022)
- Teaching Note
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...
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Keywords:
Vaccination;
Influenza;
Flu Shot;
Preventive Care;
Health Care;
Behavioral Economics;
Choice Architecture;
Nudge;
Experimental Design;
Randomized Controlled Trial;
RCT;
Causal Inference;
Health Care and Treatment;
Insurance;
Health;
Consumer Behavior;
Health Testing and Trials;
Communication Strategy;
Insurance Industry;
Health Industry
- 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...
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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
Beshears, John. "Evive Health and Workplace Influenza Vaccinations." Harvard Business School Case 916-044, March 2016.
- Article
The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment
By: Eva Ascarza, Raghuram Iyengar and Martin Schleicher
Facing the issue of increasing customer churn, many service firms have begun recommending pricing plans to their customers. One reason behind this type of retention campaign is that customers who subscribe to a plan suitable for them should be less likely to churn...
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Keywords:
Churn/retention;
Field Experiment;
Pricing;
Tariff/plan Choice;
Targeting;
Customer Relationship Management;
Price;
Performance Effectiveness
Ascarza, Eva, Raghuram Iyengar, and Martin Schleicher. "The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 53, no. 1 (February 2016): 46–60.
- September 2014
- Case
Havas: Change Faster
By: Karim R. Lakhani and Michael L. Tushman
As of 2013, Havas was the 6th largest global advertising, digital, and communications group in the world. Headquartered in Paris, France, the group was highly decentralized, with semi-independent agencies in more than 100 countries offering a variety of services. The...
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Keywords:
Advertising Agency;
Open Innovation;
Commercials;
Digital Media;
Digital Transition;
Advertising;
Digital Marketing;
Advertising Campaigns;
Acquisition;
Change Management;
Disruption;
Transformation;
Advertising Industry;
Communications Industry
Lakhani, Karim R., and Michael L. Tushman. "Havas: Change Faster." Harvard Business School Multimedia/Video Case 615-702, September 2014.
- June 2014 (Revised May 2017)
- Case
Southeastern Asset Management Challenges Buyout at Dell
By: Paul Healy, Suraj Srinivasan and Aldo Sesia
In late 2012, Michael Dell wants to take Dell Inc., the company he founded, private. Mr. Dell believes that the successful company's transformation from a personal computer (PC) manufacturer to an enterprise solutions and services provider (ESS) is dependent on going...
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Keywords:
Leveraged Buyout Transaction;
Leveraged Recapitalization;
Management Buyout;
Dell, Inc.;
Hedge Fund;
Corporate Governance Theory;
Valuation;
Valuation Ratios;
Valuation Methodologies;
Board Of Directors;
Boards Of Directors;
Carl Icahn;
Computer Services Industries;
Proxy Contest;
Proxy Battles;
Proxy Fight;
Proxy Advisor;
Financial Accounting;
Financial Analysis;
Financial Ratios;
Finance;
Corporate Accountability;
Corporate Governance;
Corporate Finance;
Leveraged Buyouts;
Computer Industry;
United States
Healy, Paul, Suraj Srinivasan, and Aldo Sesia. "Southeastern Asset Management Challenges Buyout at Dell." Harvard Business School Case 114-015, June 2014. (Revised May 2017.)
- June 2014
- Article
Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims
By: Susan E. Heckler, Kevin L. Keller, Michael J. Houston and Jill Avery
Two experiments are reported that examine the effects of an ad campaign designed to link two different benefit claims to a brand. The findings indicated that recall for a subsequently advertised claim depended on the strength of existing brand-benefit links in memory....
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Keywords:
Marketing Communication;
Brand Building;
Brand Management;
Brands;
Advertising;
Consumer Psychology;
Advertising Campaigns;
Brands and Branding;
Marketing Communications;
Consumer Behavior;
Marketing Strategy;
Advertising Industry;
Consumer Products Industry
Heckler, Susan E., Kevin L. Keller, Michael J. Houston, and Jill Avery. "Building Brand Knowledge Structures: Elaboration and Interference Effects on the Processing of Sequentially Advertised Brand Benefit Claims." Journal of Marketing Communications 20, no. 3 (June 2014): 176–196.