個案總覽

This module reading explains how managers use information to control critical business processes and outcomes. The analysis begins by illustrating how managers use information to communicate goals and track performance. Then the focus turns to the choices that managers make in monitoring inputs, processes, and outputs. Factors that influence this choice include measurability, cost, cause and effect relationships, and desired levels of innovation. The module concludes by elaborating on the different purposes for which managers use information: decision-making, control, signaling, learning, and external communication. While this module is designed to be used alone, it is part of the Strategy Execution series. Taken together, the series forms a complete course that teaches the latest techniques for using performance measurement and control systems to implement strategy. Modules 1 - 4 set out the foundations for strategy implementation. Modules 5 - 10 teach quantitative tools for performance measurement and control. Modules 11 - 15 illustrate the use of these techniques by managers to achieve profit goals and strategies. View the full Strategy Execution series at: hbsp.harvard.edu/strategyexecution.

Real estate, land, and improvements can be defined both in a physical and legal sense as the rights to own or use them. This note discusses the physical attributes of real estate, the statute of frauds, the rights of ownership, and the constraints on the ownership of real property.

This notes describes the institutional landscape of real estate ownership. Because persons other than their formal owners today manage most large-scale properties, this note emphasizes the nature and structure of arrangements between owners and managers. It is organized into three main sections: the attributes of real property ownership; the importance of management expertise to the performance of real estate investments; and a review of the fundamental characteristics of different legal vehicles for real property ownership.

This technical note introduces students to fundamental concepts in process analysis and is appropriate for both undergraduate and MBA students in an introductory operations management course. It can be used as a stand-alone text for a lecture-based course or supplement for a case-based course. Concepts are broken out by section so that readings can be partitioned by class topic. Definitions of key terms are emphasized throughout the note, and a glossary is included in the appendix. Straightforward calculations are performed within the text to introduce students to process analysis. Topics covered include process mapping, capacity analysis, load balancing, batch processing, and Little's Law. A simple example of a Hawaiian-shirt production process is used to illustrate these core process-analysis topics.

This module reading describes the basics of building a successful strategy. Topics in this module include a discussion of the distinction between corporate and business strategy; how to conduct a SWOT analysis of market dynamics and internal capabilities; the use of the five forces analysis to understand customers, suppliers, products, and competitors; how to use this analysis to identify unique opportunities to create value for customers; and an overview of the four Ps of strategy implementation (strategy as perspective, position, plans, and patterns of action). The concepts introduced in this module provide the foundation for executing strategy effectively. While this module is designed to be used alone, it is part of the Strategy Execution series. Taken together, the series forms a complete course that teaches the latest techniques for using performance measurement and control systems to implement strategy. Modules 1 - 4 set out the foundations for strategy implementation. Modules 5 - 10 teach quantitative tools for performance measurement and control. Modules 11 - 15 illustrate the use of these techniques by managers to achieve profit goals and strategies. View the full Strategy Execution series at: hbsp.harvard.edu/strategy-execution.

Although most people are consumers of social media, few understand how to leverage it to build a brand-whether it is their own brand or a firm's brand. Just as Wal-Mart customers are not experts at marketing the retailer, consumers of social media are not yet skilled at utilizing it from a business-building perspective. This note is designed to help you think about social media from a brand manager's perspective; specifically, you will: (1) learn how to begin building your own social and professional brand; (2) understand the critical link between insight, strategy, and implementation; and (3) gain an appreciation for the difficulty associated with consistently behaving in concert with your desired brand.

This module reading lays the foundation for executing strategy using performance measurement and control systems. Properly applied, these systems can overcome the organizational blocks that impede the potential of all people who work in modern organizations. This module explains why managers rely on profit plans and performance measurement systems to implement their strategy and explores the five organizational tensions that managers must resolve to ensure success: (1) balancing profit, growth, and control, (2) balancing short-term results with long-term sustainability, (3) balancing the expectations of different constituents, (4) balancing opportunities and attention, and (5) balancing the motives of human behavior. While this module is designed to be used alone, it is part of the Strategy Execution series. Taken together, the series forms a complete course that teaches the latest techniques for using performance measurement and control systems to implement strategy. Modules 1 - 4 set out the foundations for strategy implementation. Modules 5 - 10 teach quantitative tools for performance measurement and control. Modules 11 - 15 illustrate the use of these techniques by managers to achieve profit goals and strategies. View the full Strategy Execution series at: hbsp.harvard.edu/strategy-execution.

While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of multiple brands as a coordinated portfolio of meaning-based assets that address the needs of diverse customers in a marketplace and maximize return while minimizing risk. It specifies the optimal portfolio of brands a company should maintain for comprehensive market coverage with minimal overlap, determines the role and scope of each brand in the portfolio, and designs a strategic, logical, and efficient brand architecture that knits the brands together into an interdependent system. Done well, it informs the allocation of investment across brands, identifies underperforming brands as candidates for pruning or revitalization, and pinpoints gaps in the portfolio that indicate growth opportunities for new brands.

This note argues that it is hard for private institutions to provide the public goods that the government provides. In other words, there will tend to be an under provision of public goods if private institutions provided them. The explanation this note provides hinges on the very nature of what public, as opposed to private, goods are.

Statutes governing the physical use of land-its development, redevelopment, and conversion of use-shape the parameters within which land markets operate. Using New York City as an example, this note illustrates the importance of understanding zoning laws and processes before engaging in any real estate transaction.

This note describes a method for adjusting uncertain future cash flows into a present certain equivalent. The use of net present value (NPV) to adjust a stream of future known cash flows into a single-value equivalent adjusted for the time value of money is common practice. The use of simulation to produce a risk profile of NPV values is also now common. While the expected net present value (ENPV) is often used to convert a risk profile of uncertain NPVs into a single-value equivalent, this approach ignores risk and the decision maker's attitude toward risk. Simply put, a 50% probability of receiving an NPV of $1 million is not as attractive as a 100% chance of receiving an NPV of $500,000. The general logarithmic utility model (GLUM) constructs a single certain equivalent from a risk profile (i.e., a "risk-adjusted NPV") which goes beyond ENPV to incorporate risk aversion into the decision-making criterion. The simplicity and many attractive properties of the GLUM prompt us to suggest it as more attractive than other ways to adjust an NPV risk profile for risk.

Corporate social responsibility (CSR) refers to the voluntary decision of companies to address social and environmental concerns by contributing to a public good, reducing external costs, and increasing fairness or distributional equity. CSR is looked at from an economic point of view, focusing on environmental and natural resource issues with a particular emphasis on water. The term CSR is first clarified and contextualized before being situated in the economics literature. This note studies CSR from an economic angle, and looks at how it is in line with economic incentives. It focuses on: (1) the extent to which there is a need for CSR in terms of the characteristics of the economic environment that make CSR policies effective; and (2) how CSR policies interact with firms' operations and profit maximization. This technical note supports cases in the Darden course elective, "The Global Economics of Water."

This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing. Seven major social media platforms-Facebook, Instagram, Twitter, YouTube, Pinterest, Snapchat, and WhatsApp-are covered in detail, and the authors outline the different techniques that companies can use with each one to uniquely engage with their customers. This technical note is used in a Darden course elective covering social media marketing and would be an appropriate addition to any marketing class, particularly in a module focused on social media marketing.

Writing a business case as a class project is an effective way to help students integrate theory and practice, build a tolerance for ambiguity, develop critical thinking skills, and improve their writing ability. However, implementing a case writing project in the classroom can be both difficult and time-consuming. The Case Project Guide is designed to make this process easier. This field-tested guide walks students (alone or in groups) through the entire case writing process, including how to structure a case, collect data, define key problems and concepts, write a teaching note, and get a case published. Detailed specifications are included for structured assignments so instructors (even those with no case writing experience themselves) can quickly and easily integrate a case writing project into any traditional or online class (or independent study initiative).

The net neutrality debate had implications for Internet service providers, content providers, and end users. This note aims to inform the reader of the various sides of the debate where open issues remain, and what aspects an entrepreneur, investor, or content provider-either an existing player, or a new entrant-should be aware of. From a management perspective, net neutrality rules could have major consequences on the business models of content providers, ISPs, and other businesses that depend on the transfer of data across the Internet.

Histograms are graphs that provide a large amount of useful information for all types of data and display the frequency of observations in a data set. The purpose of this note is to introduce histograms for several types of data, provide examples of insights that can be gained and calculations that can be performed using histograms, and demonstrate how to build histograms in Microsoft Excel. In addition, this note reviews the Normal distribution, which can be used to approximate many empirical distributions. The note includes practice exercises and their solutions, and a supporting Excel workbook for students.

The purpose of this note is to illustrate the use of Data Tables in Microsoft Excel. Data Tables are commonly used for performing sensitivity analyses, sometimes called "What If?" analyses, and for preparing data for graphs. Data Tables can also be used to enable a Monte Carlo simulation in a spreadsheet in more advanced models. The technical note includes practice exercises and their solutions, and a supporting Excel workbook for students.

Discusses the linkages among seven different activities that take place in organizations, and that must be coordinated if an organization is to be successful. The activities comprise strategy formulation, authority and influence, conflict management, culture management, customer management, motivation, and management control.

Discusses several contentious issues involved in the development of theory in the social sciences: (1) description versus prescription, (2) deduction versus induction, (3) quantitative versus qualitative, (4) reflection versus action orientation, (5) verifiability versus falsifiability, and (6) case method versus statistical.