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All HBS Web
(1,189)
- Faculty Publications (166)
- June 2012
- Article
Pricing to Create Shared Value
By: Marco Bertini and John T. Gourville
Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that...
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Keywords:
Pricing;
Marketing Strategy;
Price;
Customer Focus and Relationships;
Customer Relationship Management;
Value Creation;
Fairness
Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
- April 2012 (Revised May 2012)
- Case
EILEEN FISHER: Repositioning the Brand
By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton
Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to...
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Keywords:
Marketing;
Brand Management;
Brand Positioning;
Market Segmentation And Target Market Selection;
Retailing;
Fashion;
Corporate Social Responsibility;
Brands and Branding;
Product Positioning;
Segmentation;
Social and Collaborative Networks;
Growth and Development Strategy;
Social Media;
Retail Industry;
Fashion Industry
Keinan, Anat, Jill Avery, Fiona Wilson, and Michael Norton. "EILEEN FISHER: Repositioning the Brand." Harvard Business School Case 512-085, April 2012. (Revised May 2012.)
- April 2012
- Article
Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages
By: Juan Alcacer and Minyuan Zhao
This study looks at the role of firms' internal linkages in highly competitive technology clusters, where much of the world's R&D takes place. The leading players in these clusters are multilocation firms that organize and integrate knowledge across sites worldwide....
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Keywords:
Multinational Firms and Management;
Technological Innovation;
Knowledge Use and Leverage;
Management Analysis, Tools, and Techniques;
Research and Development;
Risk and Uncertainty;
Competition;
Competitive Advantage;
Technology
Alcacer, Juan, and Minyuan Zhao. "Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages." Management Science 58, no. 4 (April 2012): 734–753.
- 2016
- Working Paper
Reviews, Reputation, and Revenue: The Case of Yelp.com
By: Michael Luca
Do online consumer reviews affect restaurant demand? I investigate this question using a novel dataset combining reviews from the website Yelp.com and restaurant data from the Washington State Department of Revenue. Because Yelp prominently displays a restaurant's...
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Keywords:
Revenue;
Network Effects;
Reputation;
Social and Collaborative Networks;
Food and Beverage Industry;
Service Industry;
Washington (state, US)
Luca, Michael. "Reviews, Reputation, and Revenue: The Case of Yelp.com." Harvard Business School Working Paper, No. 12-016, September 2011. (Revised March 2016.)
- June 2011
- Teaching Note
PatientsLikeMe: An Online Community of Patients (TN)
By: Sunil Gupta and Jason Riis
Teaching Note for 511093.
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- April 2011 (Revised May 2011)
- Case
EMC2: Delivering Customer Centricity
By: Thomas Steenburgh and Jill Avery
This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the...
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Keywords:
Business Model;
Interpersonal Communication;
Customer Relationship Management;
Knowledge Acquisition;
Marketing Strategy;
Organizational Change and Adaptation;
Salesforce Management;
Social and Collaborative Networks;
Internet;
Information Technology Industry
Steenburgh, Thomas, and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124, April 2011. (Revised May 2011.)
- March 1, 2011
- Article
Technology Will Make Collaboration Your Next Competitive Advantage
Rayport, Jeffrey F. "Technology Will Make Collaboration Your Next Competitive Advantage." MIT Technology Review (website) (March 1, 2011). (Lead Article: Guest Editor for March 2011, Technology Review’s month of articles on theme of Technology-Enabled Collaboration.)
- February 2011 (Revised November 2012)
- Case
PatientsLikeMe: An Online Community of Patients
By: Sunil Gupta and Jason Riis
PatientsLikeMe (PLM) is an online community where patients share their personal experiences with a disease, find other patients like them, and learn from each other. The company was founded by Jamie and Ben Heywood when their 29-year-old brother was diagnosed with ALS...
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Keywords:
Business Startups;
Health Disorders;
Knowledge Sharing;
Growth and Development Strategy;
Product Launch;
Digital Platforms;
Social and Collaborative Networks;
Health Industry
Gupta, Sunil, and Jason Riis. "PatientsLikeMe: An Online Community of Patients." Harvard Business School Case 511-093, February 2011. (Revised November 2012.)
- February 2011 (Revised December 2012)
- Case
Coca-Cola on Facebook
By: John Deighton and Leora Kornfeld
In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a...
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Keywords:
Change Management;
Governance Controls;
Policy;
Brands and Branding;
Marketing Channels;
Social and Collaborative Networks;
Food and Beverage Industry
Deighton, John, and Leora Kornfeld. "Coca-Cola on Facebook." Harvard Business School Case 511-110, February 2011. (Revised December 2012.) (request a courtesy copy.)
- February 2011 (Revised December 2012)
- Case
Porsche: The Cayenne Launch
By: John Deighton, Jill Avery and Jeffrey Fear
Can an online discussion forum supply insight into the evolution of brand meaning? In 2003 Porsche launched a sport utility vehicle, dividing Porsche purists from newcomers to the brand. Vocal members of online and offline Porsche communities ridiculed the Cayenne SUV...
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Keywords:
Knowledge Sharing;
Knowledge Use and Leverage;
Risk Management;
Brands and Branding;
Product Launch;
Product Positioning;
Social and Collaborative Networks;
Auto Industry
Deighton, John, Jill Avery, and Jeffrey Fear. "Porsche: The Cayenne Launch." Harvard Business School Case 511-068, February 2011. (Revised December 2012.) (request a courtesy copy.)
- January 2011 (Revised April 2011)
- Case
TripAdvisor
By: Sunil Gupta and Kerry Herman
By 2010, TripAdvisor was the largest travel site in the world operating in 24 countries and 16 languages, with listings for 455,000 hotels, 92,000 attractions and 564,000 restaurants in over 71,000 destinations worldwide. It had over 40 million reviews from 35 million...
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Keywords:
Business Model;
Knowledge Use and Leverage;
Growth and Development Strategy;
Social and Collaborative Networks;
Internet;
Service Industry;
Travel Industry
Gupta, Sunil, and Kerry Herman. "TripAdvisor." Harvard Business School Case 511-004, January 2011. (Revised April 2011.)
- January 2011 (Revised April 2024)
- Case
Triangulate (A)
By: Thomas Eisenmann and Lauren Barley
In October 2010, Triangulate's founder/CEO must determine what product features to develop and what marketing programs to pursue in order to boost the odds of successfully raising another venture capital round for his nine month-old Facebook dating application. The...
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Keywords:
Business Model;
Business Startups;
Entrepreneurship;
Venture Capital;
Product Launch;
Social and Collaborative Networks;
Internet and the Web
Eisenmann, Thomas, and Lauren Barley. "Triangulate (A)." Harvard Business School Case 811-055, January 2011. (Revised April 2024.)
- September 2010
- Teaching Note
The Challenges of Launching a Start-Up in China: Dorm99.com (TN)
Teaching Note for 307075.
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- 2010
- Book
The Squam Lake Report: Fixing the Financial System
In the fall of 2008, fifteen of the world's leading economists-representing the broadest spectrum of economic opinion-gathered at New Hampshire's Squam Lake. Their goal: the mapping of a long-term plan for financial regulation reform. The Squam Lake...
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Keywords:
Financial Crisis;
Financial Markets;
Governing Rules, Regulations, and Reforms;
Business and Government Relations
Scharfstein, David S., as part of the Squam Lake Working Group. The Squam Lake Report: Fixing the Financial System. Princeton, NJ: Princeton University Press, 2010.
- March 2010
- Article
Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda
By: Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang
A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research...
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Lilien, Gary L., Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan, and Qiong Wang. "Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda." Marketing Letters 21, no. 1 (March 2010): 287–299.
- 2010
- Working Paper
Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages
By: Juan Alcacer and Minyuan Zhao
This study looks at the role of firms' internal linkages in highly competitive technology clusters, where much of the world's R&D takes place. The leading players in these clusters are multi-location firms that organize and integrate knowledge across sites worldwide....
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Keywords:
Geographic Location;
Collaborative Innovation and Invention;
Technological Innovation;
Knowledge Use and Leverage;
Industry Clusters;
Research and Development;
Competitive Advantage;
Semiconductor Industry
Alcacer, Juan, and Minyuan Zhao. "Local R&D Strategies and Multi-location Firms: The Role of Internal Linkages." Harvard Business School Working Paper, No. 10-064, February 2010.
- January 2010 (Revised August 2010)
- Background Note
Advanced Leadership Note: An Institutional Perspective and Framework for Managing and Leading
By: Rosabeth M. Kanter and Rakesh Khurana
Large-scale societal issues increasingly appear on the agenda of business leaders, including poverty, health, education, business-government relations, and the degradation of the environment. These problems are not entirely new, but the forces of globalization and the...
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Keywords:
Change Management;
Framework;
Global Range;
Leadership;
Business and Stakeholder Relations;
Social Enterprise;
Social Issues;
Complexity
Kanter, Rosabeth M., and Rakesh Khurana. "Advanced Leadership Note: An Institutional Perspective and Framework for Managing and Leading." Harvard Business School Background Note 410-076, January 2010. (Revised August 2010.)
- January 2010 (Revised August 2011)
- Case
United Breaks Guitars
By: John A. Deighton and Leora Kornfeld
When social media propagate a complaint about poor customer service, an international media event ensues. How do viral videos spread and what can firms do about them? This case dissects an incident in which a disgruntled customer used YouTube and Twitter to spread a...
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Keywords:
Communication Technology;
Customer Satisfaction;
Marketing Communications;
Marketing Strategy;
Consumer Behavior;
Network Effects;
Service Delivery;
Social and Collaborative Networks;
Internet;
Air Transportation Industry
Deighton, John A., and Leora Kornfeld. "United Breaks Guitars." Harvard Business School Case 510-057, January 2010. (Revised August 2011.) (request a courtesy copy.)
- December 2009 (Revised December 2012)
- Case
Sony and the JK Wedding Dance
By: John Deighton and Leora Kornfeld
Executives at Sony Music Entertainment faced a dilemma: a user-generated video featuring controversial artist Chris Brown's music was netting millions of views per week on YouTube. Sony held the copyright to the song, and was entitled to issue a takedown notice to the...
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Keywords:
Music Entertainment;
Copyright;
Marketing Strategy;
Consumer Behavior;
Network Effects;
Social and Collaborative Networks;
Internet;
Music Industry
Deighton, John, and Leora Kornfeld. "Sony and the JK Wedding Dance." Harvard Business School Case 510-064, December 2009. (Revised December 2012.) (request a courtesy copy.)
- winter 2009
- Journal Article
Interactivity's Unanticipated Consequences for Markets and Marketing
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more...
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Keywords:
Communication Intention and Meaning;
Interactive Communication;
Marketing Communications;
Consumer Behavior;
Social and Collaborative Networks;
Online Technology
Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)