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    • All HBS Web  (119,795)
      • Faculty Publications  (112)

      Gourville, John T.Remove Gourville, John T. →

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      • August 2021
      • Supplement

      The London 2012 Olympic Games Video Supplement

      By: John T. Gourville
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      Gourville, John T. "The London 2012 Olympic Games Video Supplement." Harvard Business School Multimedia/Video Supplement 521-718, August 2021.
      • November 2019
      • Case

      Pricing in a Digital World (2019)

      By: John T. Gourville
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      Gourville, John T. "Pricing in a Digital World (2019)." Harvard Business School Case 520-049, November 2019.
      • August 2019
      • Case

      Apex Ski Boots

      By: Kate Barasz and John T. Gourville
      Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts, and consumers. The company must decide how best to drive sales in the face of this resistance. View Details
      Keywords: Go-to-market Strategy; Strategic Change; Marketing Strategy; Distribution Channels; Sales; Change Management; Sports Industry; Apparel and Accessories Industry
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      Barasz, Kate, and John T. Gourville. "Apex Ski Boots." Harvard Business School Case 520-013, August 2019.
      • July 2019
      • Case

      Four Products: Predicting Diffusion (2019)

      By: John Gourville
      One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
      Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Product; Adoption; Product Launch
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      Gourville, John. "Four Products: Predicting Diffusion (2019)." Harvard Business School Case 520-012, July 2019.
      • August 2018
      • Case

      Four Products: Predicting Diffusion (2018)

      By: John Gourville
      One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
      Keywords: Diffusion Processes; Product Adoption; Marketing; Forecasting and Prediction; Demand and Consumers; Adoption; Product Launch
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      Gourville, John. "Four Products: Predicting Diffusion (2018)." Harvard Business School Case 519-018, August 2018.
      • August 2018 (Revised July 2019)
      • Case

      Idle Hands Craft Ales

      By: John T. Gourville
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      Gourville, John T. "Idle Hands Craft Ales." Harvard Business School Case 519-027, August 2018. (Revised July 2019.)
      • May 2017
      • Case

      Four Products: Predicting Diffusion (2017)

      By: John Gourville
      One job of product managers, marketers, strategic planners, and other corporate executives is to predict what the demand will be for a new product. This task is easier for certain classes of new products than for others. For new consumer package goods, for instance,... View Details
      Keywords: Diffusion Processes; Product Adoption; Forecasting and Prediction; Product; Product Launch; Marketing
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      Gourville, John. "Four Products: Predicting Diffusion (2017)." Harvard Business School Case 517-121, May 2017.
      • February 2017 (Revised September 2017)
      • Case

      Bringing Digital to Wimbledon

      By: John T. Gourville and David Arnold
      It was mid-December 2016 as Alexandra (Alex) Willis read with satisfaction that The All England Lawn Tennis & Croquet Club (AELTC) had won yet another award for its use of social media to reach its fan base. As the organizer and host of “The Championships, Wimbledon,”... View Details
      Keywords: Wimbledon; London; Digital; Marketing; Marketing Communications; Online Technology
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      Gourville, John T., and David Arnold. "Bringing Digital to Wimbledon." Harvard Business School Case 517-093, February 2017. (Revised September 2017.)
      • 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... View Details
      Keywords: Social Change; Marketing And Society; Social Marketing; Brands and Branding; Customers; Perception; Advertising; Advertising Campaigns; Partners and Partnerships; Trends; Environmental Sustainability
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      Keenan, Elizabeth, and John Gourville. "But, It's For a Good Cause." Harvard Business School Case 517-062, November 2016.
      • May 2016
      • Teaching Plan

      Lomography: Analog in a Digital World

      By: John T. Gourville
      This teaching plan is designed to be used in conjunction with the case “Lomography: Analog in a Digital World,” HBS No. 516-006 and its related products to help faculty deepen students’ comprehension of business issues and energize classroom discussion. View Details
      Keywords: Photography; Digital; Analog; Technology
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      Gourville, John T. "Lomography: Analog in a Digital World." Harvard Business School Teaching Plan 516-109, May 2016.
      • April 2016
      • Teaching Note

      Cree Inc.: Introducing the LED Light Bulb

      By: John Gourville and Michael Norris
      This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details
      Keywords: Lighting Industry; Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Energy Industry
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      Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Teaching Note 516-043, April 2016.
      • July 2015 (Revised April 2016)
      • Case

      Lomography: Analog in a Digital World

      By: John T. Gourville, Karol Misztal and Emer Moloney
      In spite of the world's move to digital photography, in 2013 Lomography continues to design and offer analog (film) cameras to a loyal following of artistic photographers. Now it must decide whether to stick to its traditional offerings, to expand into artistic lenses... View Details
      Keywords: Positioning; Product Lines; Product Line Management; Mission and Purpose; Organizational Change and Adaptation; Technological Innovation; Brands and Branding; Fine Arts Industry; Manufacturing Industry; Technology Industry
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      Gourville, John T., Karol Misztal, and Emer Moloney. "Lomography: Analog in a Digital World." Harvard Business School Case 516-006, July 2015. (Revised April 2016.)
      • May 2015
      • Case

      Pricing in a Digital World (2015)

      By: John Gourville
      Dynamic pricing, especially as practiced by Uber and Lift, seems to be all the rage. In this case, we look at five interesting applications of dynamic price and price customization, each made possible by advances in digital technology. These range from the online... View Details
      Keywords: Pricing; Marketing; Dynamic Pricing; Price Customization; Information Technology; Price; Entrepreneurship; Customization and Personalization; Product Marketing
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      Gourville, John. "Pricing in a Digital World (2015)." Harvard Business School Case 515-104, May 2015.
      • September 2014 (Revised April 2016)
      • Case

      Cree Inc.: Introducing the LED Light Bulb

      By: John Gourville and Michael Norris
      Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar... View Details
      Keywords: Marketing; Innovation; Product Adoption; Technological Innovation; Technology Adoption; Energy Conservation; Product Launch; Consumer Products Industry; North Carolina
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      Gourville, John, and Michael Norris. "Cree Inc.: Introducing the LED Light Bulb." Harvard Business School Case 515-026, September 2014. (Revised April 2016.)
      • August 2014
      • Case

      Four Products: Predicting Diffusion (2014)

      By: John Gourville
      An updated "Four Products" case. This 2014 version includes: raw lobster meat, electric-powered Formula One race cars, a 3D printer for cosmetics, and a "smart" tennis racket. These four products form the basis to assess the drivers of new product adoption. In... View Details
      Keywords: Product Diffusion; Innovation and Invention; Product Launch; Marketing; Demand and Consumers; Technology Adoption
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      Gourville, John. "Four Products: Predicting Diffusion (2014)." Harvard Business School Case 515-023, August 2014.
      • November 2013
      • Case

      Coca-Cola: Liquid and Linked

      By: John Gourville and Noah Fisher
      Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based... View Details
      Keywords: Marketing; Promotions; Advertising; Marketing Strategy; Advertising Campaigns; Global Strategy; Food and Beverage Industry; United States
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      Gourville, John, and Noah Fisher. "Coca-Cola: Liquid and Linked." Harvard Business School Case 514-024, November 2013.
      • March 2013
      • Case

      Singapore Metals Limited

      By: John T. Gourville
      Singapore Metals Limited (SML) has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, delivers customer benefits that are many times SML's manufacturing costs. Jonathan Lee and Alex Tan of SML's Engineered Products... View Details
      Keywords: Metals and Minerals; Marketing Strategy; Price; Business Strategy; Product Development; Manufacturing Industry; Consumer Products Industry; Singapore
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      Gourville, John T. "Singapore Metals Limited." Harvard Business School Case 513-097, March 2013.
      • June 19, 2012
      • Article

      Pricing Lessons from the London Olympics

      By: Marco Bertini and John T. Gourville
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      Bertini, Marco, and John T. Gourville. "Pricing Lessons from the London Olympics." Harvard Business Review (website) (June 19, 2012).
      • 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... View Details
      Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness
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      Bertini, Marco, and John T. Gourville. "Pricing to Create Shared Value." Harvard Business Review 90, no. 6 (June 2012): 96–104.
      • February 2012
      • Case

      Shucks

      By: John T. Gourville
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      Gourville, John T. "Shucks." Harvard Business School Case 512-048, February 2012.
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