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All HBS Web
(1,743)
- Faculty Publications (211)
- February 2011
- Article
The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography
By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor
We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential...
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Keywords:
Marketing;
Brand Management;
Brands;
Brand Building;
Brand Positioning;
Competitive Positioning;
Advertising;
Marketing Communication;
Biography;
Brands and Branding;
Product Marketing;
Emerging Markets;
Network Effects;
Demand and Consumers;
Marketing Communications;
Cost vs Benefits;
Perspective;
Advertising Campaigns;
Marketing Strategy;
Apparel and Accessories Industry;
Advertising Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Fashion Industry;
Food and Beverage Industry
Paharia, Neeru, Anat Keinan, Jill Avery, and Juliet B. Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article Award for a paper published in JCR in 2011.)
- Article
Diasporas and Domestic Entrepreneurs: Evidence from the Indian Software Industry
By: Ramana Nanda and Tarun Khanna
This study explores the importance of cross-border social networks for entrepreneurs in developing countries by examining ties between the Indian expatriate community and local entrepreneurs in India's software industry. We find that local entrepreneurs who have...
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Keywords:
Diasporas;
Entrepreneurship;
Applications and Software;
Information Technology Industry;
India
Nanda, Ramana, and Tarun Khanna. "Diasporas and Domestic Entrepreneurs: Evidence from the Indian Software Industry." Journal of Economics & Management Strategy 19, no. 4 (Winter 2010): 991–1012.
- October 2010 (Revised June 2014)
- Case
Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard
By: Robert S. Kaplan and Ricardo Reisen de Pinho
A new management team at VW do Brazil develops and deploys a strategy map and Balanced Scorecard to accomplish a turnaround and cultural change after eight consecutive years of financial losses and market share declines. The team uses the strategy map to align...
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Keywords:
Business Cycles;
Developing Countries and Economies;
Management Teams;
Leadership;
Balanced Scorecard;
Strategic Planning;
Balance and Stability;
Motivation and Incentives;
Communication Strategy;
Competitive Advantage;
Auto Industry;
Brazil;
Germany
Kaplan, Robert S., and Ricardo Reisen de Pinho. "Volkswagen do Brasil: Driving Strategy with the Balanced Scorecard." Harvard Business School Case 111-049, October 2010. (Revised June 2014.)
- 2010
- Working Paper
Venture Capital Investment in the Clean Energy Sector
By: Shikhar Ghosh and Ramana Nanda
We examine the extent to which venture capital is adequately positioned for the rapid commercialization of clean energy technologies in the United States. While there are several startups in clean energy that are well-suited to the traditional venture capital...
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Keywords:
Business Startups;
Energy Generation;
Venture Capital;
Investment;
Governing Rules, Regulations, and Reforms;
Technological Innovation;
Competition;
Energy Industry;
Green Technology Industry;
United States
Ghosh, Shikhar, and Ramana Nanda. "Venture Capital Investment in the Clean Energy Sector." Harvard Business School Working Paper, No. 11-020, August 2010.
- June 2010 (Revised February 2011)
- Case
The Fox Islands Wind Project (A)
By: Joseph B. Lassiter III, James Thomas Corcoran, Max Gazor, Dylan Hogarty and Alexander H. Somers, Jr.
The market for electricity on the Fox Islands of North Haven and Vinalhaven, Maine is unique and costly for residents. Historically, electricity prices on the islands had been three times the national average because of the high cost of importing electricity via an...
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Keywords:
Business Startups;
Renewable Energy;
Social Entrepreneurship;
Cost;
Financing and Loans;
Projects;
Business and Community Relations;
Environmental Sustainability;
Green Technology Industry;
Maine
Lassiter, Joseph B., III, James Thomas Corcoran, Max Gazor, Dylan Hogarty, and Alexander H. Somers, Jr. "The Fox Islands Wind Project (A)." Harvard Business School Case 810-129, June 2010. (Revised February 2011.)
- June 2010
- Article
Change for Change's Sake
By: Freek Vermeulen, Phanish Puranam and Ranjay Gulati
No one disputes that firms have to make organizational changes when the business environment demands them. But the idea that a firm might want change for its own sake often provokes skepticism. Why inflict all that pain if you don't have to? That is a dangerous...
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Keywords:
Interpersonal Communication;
Innovation and Invention;
Leading Change;
Organizational Change and Adaptation;
Organizational Structure;
Creativity;
Power and Influence;
Adaptation
Vermeulen, Freek, Phanish Puranam, and Ranjay Gulati. "Change for Change's Sake." Harvard Business Review 88, no. 6 (June 2010).
- February 2010 (Revised September 2011)
- Case
Local Motors: Designed by the Crowd, Built by the Customer
By: Michael I. Norton and Jeremy Dann
In the wake of the meltdown among U.S. auto manufacturers in 2009, Jay Rogers, CEO of Local Motors, has a new approach for the automotive industry: decide which models are produced through online design competitions, and then allow customers to "build their own cars"...
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Keywords:
Business Startups;
Customer Focus and Relationships;
Collaborative Innovation and Invention;
Product Design;
Product Development;
Creativity;
Social and Collaborative Networks;
Customization and Personalization;
Auto Industry;
Manufacturing Industry;
United States
Norton, Michael I., and Jeremy Dann. "Local Motors: Designed by the Crowd, Built by the Customer." Harvard Business School Case 510-062, February 2010. (Revised September 2011.)
- January 2010 (Revised March 2011)
- Case
The Children's Hospital of Philadelphia: Network Strategy
By: Michael E. Porter, Carolyn Daly and Andrew Peter Dervan
In 2009 Children's Hospital of Philadelphia (CHOP) had been recognized as the best children's hospital in the country for six years in a row; but leadership saw CHOP as more than the large main campus in western Philadelphia. Beginning in the 1990s, CHOP had created a...
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Keywords:
Communication;
Health Care and Treatment;
Service Delivery;
Organizational Structure;
Networks;
Integration;
Health Industry;
Philadelphia
Porter, Michael E., Carolyn Daly, and Andrew Peter Dervan. "The Children's Hospital of Philadelphia: Network Strategy." Harvard Business School Case 710-463, January 2010. (Revised March 2011.)
- January 2010 (Revised May 2012)
- Case
TopCoder (A): Developing Software through Crowdsourcing
By: Karim R. Lakhani, David A. Garvin and Eric Lonstein
TopCoder's crowdsourcing-based business model, in which software is developed through online tournaments, is presented. The case highlights how TopCoder has created a unique two-sided innovation platform consisting of a global community of over 225,000 developers who...
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Keywords:
Business Model;
Innovation and Invention;
Two-Sided Platforms;
Motivation and Incentives;
Social and Collaborative Networks;
Competition;
Software;
Technology Industry
Lakhani, Karim R., David A. Garvin, and Eric Lonstein. "TopCoder (A): Developing Software through Crowdsourcing." Harvard Business School Case 610-032, January 2010. (Revised May 2012.)
- 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.)
- 2010
- Working Paper
The Mirroring Hypothesis: Theory, Evidence and Exceptions
The mirroring hypothesis predicts that the organizational patterns of a development project (e.g. communication links, geographic collocation, team and firm co-membership) will correspond to the technical patterns of dependency in the system under development. Scholars...
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Keywords:
Infrastructure;
Product Design;
Organizational Design;
Practice;
Groups and Teams;
Social and Collaborative Networks;
Information Technology
Baldwin, Carliss Y. "The Mirroring Hypothesis: Theory, Evidence and Exceptions." Harvard Business School Working Paper, No. 10-058, January 2010. (Revised June 2010.)
- 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.)
- 2009
- Chapter
Creating Superior Customer Value in a Connected World
By: Ranjay Gulati
"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing...
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- 2009
- Working Paper
Informed and Interconnected: A Manifesto for Smarter Cities
By: Rosabeth Moss Kanter and Stanley S. Litow
The need for a fresh approach to U.S. communities is more urgent than ever because of the biggest global economic crisis since the Great Depression. Through examination of the barriers to solving urban problems (and the ways they reinforce each other), this paper...
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Keywords:
Transformation;
Investment;
Urban Scope;
Leadership;
Safety;
Civil Society or Community;
Technology Networks;
United States
Kanter, Rosabeth Moss, and Stanley S. Litow. "Informed and Interconnected: A Manifesto for Smarter Cities." Harvard Business School Working Paper, No. 09-141, June 2009.
- 2009
- Working Paper
Walking Through Jelly: Language Proficiency, Emotions, and Disrupted Collaboration in Global Work
By: Tsedal Beyene, Pamela J. Hinds and Catherine Durnell Cramton
In an ethnographic study comprised of interviews and concurrent observations of 145 globally distributed members of nine project teams of an organization, we found that uneven proficiency in English, the lingua franca, disrupted collaboration for both native and...
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Keywords:
Spoken Communication;
Interpersonal Communication;
Globalized Firms and Management;
Groups and Teams;
Behavior;
Emotions;
Social and Collaborative Networks
Beyene, Tsedal, Pamela J. Hinds, and Catherine Durnell Cramton. "Walking Through Jelly: Language Proficiency, Emotions, and Disrupted Collaboration in Global Work." Harvard Business School Working Paper, No. 09-138, June 2009.
- May 2009 (Revised January 2011)
- Case
HubSpot: Inbound Marketing and Web 2.0
By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial...
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Keywords:
Customer Relationship Management;
Entrepreneurship;
Price;
Growth and Development Strategy;
Marketing Communications;
Social and Collaborative Networks;
Segmentation;
Web
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
- January 2009 (Revised May 2011)
- Case
China Mobile's Rural Communications Strategy
By: William C. Kirby, F. Warren McFarlan, G.A. Donovan and Tracy Manty
China Mobile was the world's leading mobile communications service provider with over 400 million customers. In some cities, its penetration rate was over 100%. With such huge successes, Chairman Wang Jianzhou was exploring ways to expand its customer base. Nearly...
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Keywords:
Communication Technology;
Mobile and Wireless Technology;
Investment;
Rural Scope;
Strategy;
Growth and Development Strategy;
Corporate Social Responsibility and Impact;
Business and Government Relations;
Telecommunications Industry;
China
Kirby, William C., F. Warren McFarlan, G.A. Donovan, and Tracy Manty. "China Mobile's Rural Communications Strategy." Harvard Business School Case 309-034, January 2009. (Revised May 2011.)
- 2009
- Article
The Dynamics of Silencing Conflict
By: Leslie Perlow and Nelson Repenning
In many organizations, when people perceive a difference with another they often do not fully express themselves. Despite creating innumerable problems, silencing conflict is a persistent phenomenon. While the antecedents of acts of silence are well documented, little...
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Perlow, Leslie, and Nelson Repenning. "The Dynamics of Silencing Conflict." Research in Organizational Behavior 29 (2009): 195–223.
- December 2008
- Article
Which Kind of Collaboration Is Right for You?
By: Roberto Verganti and Gary P. Pisano
Nowadays, virtually no companies innovate alone. Firms team up with a variety of partners, in a wide number of ways, to create new technologies, products, and services. But what is the best way to leverage the power of outsiders? To help executives answer that...
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Keywords:
Cost vs Benefits;
Framework;
Collaborative Innovation and Invention;
Innovation and Management;
Partners and Partnerships;
Social and Collaborative Networks;
Strategy
Verganti, Roberto, and Gary P. Pisano. "Which Kind of Collaboration Is Right for You?" Harvard Business Review 86, no. 12 (December 2008).
- November 2008 (Revised August 2011)
- Case
UnME Jeans: Branding in Web 2.0
By: Thomas J. Steenburgh and Jill Avery
This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video-sharing sites and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and...
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Keywords:
Digital Marketing;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Consumer Behavior;
Risk and Uncertainty;
Social and Collaborative Networks;
Internet and the Web;
Apparel and Accessories Industry
Steenburgh, Thomas J., and Jill Avery. "UnME Jeans: Branding in Web 2.0." Harvard Business School Case 509-035, November 2008. (Revised August 2011.)