HBSP (USA)
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Syndexa and Technology Transfer at Harvard University
Hamermesh, Richard G.; Kiron, DavidCase HBS-808073-EGokhan Hotamisligil is a star researcher at Harvard School of Public Health who has made groundbreaking discoveries linking fat cells, inflammation, and diabetes. He now wants to form a company to commercialize these discoveries. At the same time, Isaac Kohlberg, the head of Harvard's Office of Technology Development (OTD) is eager to improve Harvard's record in commercializing science. Describes the negotiations between Hotamisligil, OTD, the ne...Starting at €8.20
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Accounting Fraud at WorldCom (Spanish version)
Kaplan, Robert S.; Kiron, DavidCase HBS-109S04Business Ethics and Corporate Social ResponsibilityThe principal players in WorldCom's accounting fraud included CFO Scott Sullivan, the General Accounting and Internal Audit departments, external auditor Arthur Andersen, and the board of directors. The case provides sufficient detail to allow for a full discussion of the pressures that lead executives and managers to "cook the books," the boundary between earnings smoothing or management and fraudulent reporting, the role for internal control sy...Starting at €8.20
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When Virtue Is a Vice (Spanish version)
Keinan, Anat; Kivetz, RanArticle HBS-F0807DMarketingChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.Starting at €8.20
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Onefinestay: Building a Luxury Experience in the Sharing Economy, Teaching Note
Avery, Jill; Keinan, AnatTeaching Note HBS-520092-EMarketingTeaching note for case 515072.Starting at €0.00
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Understanding Brands, Module Note
Keinan, Anat; Avery, JillCase HBS-509041-EMarketingFor many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, nurturing, and protecting them. This note is designed to provide an understanding of brand management strategies firms use to build, sustain, and leverage their brands.Starting at €8.20
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Communispace
Keinan, AnatCase HBS-510018-EMarketingCommunispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing decisions, and with a sounding board for new product ideas. Now, a potential client has asked Communispace to build and manage an online community for the sole purpose of fostering ...Starting at €8.20
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Dubai Duty Free
Lal, Rajiv; Kiron, DavidCase HBS-511034-EMarketingTo maximize their effectiveness, color cases should be printed in color. In mid-February 2009, Dubai Duty Free Managing Director Colm McLoughlin received the January sales report. He left the report lying on his desk unopened and went to walk around the shops as he did every morning. When he returned, he sat down at his desk, looked at the cover of the report, then called his wife, Breeda, to confirm that they were hosting a dinner party that wee...Starting at €8.20
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Introducing iSnack 2.0: The New Vegemite
Keinan, Anat; Farrelly, Francis; Beverland, MichaelCase HBS-512020-EMarketingVegemite is an iconic Australian breakfast spread and is often seen as a quintessential Australian product. This case focuses on Kraft's decision to revitalize brand performance through the introduction of a brand extension. Drawing on extensive social media analysis of brand image, the brand team led by Simon Talbot identified a gap in the market for a line extension involving a blend of Vegemite and Kraft's other iconic brand, Philadelphia Crea...Starting at €8.20
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Introducing iSnack 2.0: The New Vegemite, Teaching Note
Keinan, Anat; Farrelly, Francis; Beverland, MichaelTeaching Note HBS-513074-EMarketingTeaching Note for 512020Starting at €0.00
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Monte-Carlo Weddings
Keinan, Anat; Crener, SandrineCase HBS-515071-EMarketingMonte-Carlo Weddings, established by Frank Damgaard in 2005, is the most respectable and exclusive wedding planning business in the South of France. Frank has organized the largest, most expensive and luxurious weddings in Europe, serving celebrities, CEOs, and other high-net-worth individuals from around the world. After 10 years in operation, constantly innovating and pushing the bar higher, Frank is wondering what is next for him and his compa...Starting at €8.20