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www.hbr.org-~ October 2006
Tarun Khannaand KrishnaG. Palepu
72 The Tools of Cooperation and ChangeClayton M. Christensen, Matt Marx,andHoward H. Stevenson
82 THE HBR INTERVIEWIdeas as ArtJamesG. March
92 Strategies for Two-Sided MarketsThomas Eisenmann,Geoffrey Parker,andMarshall W Van Alstyne
102 Meeting the Challenge of CorporateEntrepreneurshipDavid A Garvin and Lynne C Levesque
37 HBR CASE STUDYWhat Serves the Customer Best?PaulENunesand WoodruffW Driggs
53 D(~FERENTVOICESleep Deficit: The Performance KillerA Conversation with Harvard Medical SchoolProfessor Charles A.Czeisler
I I 4 BIG PICTURECan Science Be a Business?Lessons from BiotechGaryI~Pisano
126 What Business Are You In?ClassicAdvice from Theodore Levitt
152 PANEL DISCUSSION
12 COMPANY INDEX
14 FROM THE EDITORFair Business Is as FairBusiness Does
Western companies expeCtto be treatedfairly as they expand Into emergingmarkets1ikeChina,India,ana Brazil,Staringthem in the faceat hone, how-ever, 15the stock-optlUn-datinqscandal.Shouldn'tdecencytranslateequallyacross cultures and economies?
The nationality affirms is beconllngmore. not less,clear. . .Whenso-cairedbest practices fail to deliver.. Indiansarc getting more materialistic.. .1\:0onelikes a perfect brand...Sending conSIS-tent corporate messages.. .Onllne shop-ping in 3-D...Followingin the footStepsof an icon.. .15the globalization apoca-lypse upon us'
37 BaR CASE STUDYWhat Serves the Customer Best?Paul F.Nunes and WoodruffW. Driggs
Whiskeymaker Glenmead,e ISfacing atrade-()ff;Front-officeinnovations are in-creasing salesand customer loyalty.Butbysiphoningmoneyawayfromproductinnovation, they might produce the op-posite effect in the long term.
53 DiffERENT VOICESleep DeficitThe Performance KillerA Conversation with Harvard MedicalSchool Professor Charles A. Czeisler
Corporations try to protect employeeswith rules agamst ,,\'orkplacesmoking,drinking, drugs. sexual harassment, andso on. Yet they keep asking people towork too hard, too long, af1d with too lit.tie sleep. The toll on morale and perfor-mance can be significant. So why are sofew companies doing anything about it?
90 S'fRATEGIC HUMOR
11'4 81G PICTURECan Science Be a Business?Lessons from Biotech
The birth of~dtechnology created highhb~S for a revolutionin drug R&D.Three decadeslater,thosehopesarelargely unreplized. Can companies thatcorlducthasicstientificresearch as acore activity be profitable? Yes-with adifferent anatomy.
126 What Business Are You In?Classic Advice from Theodore Levitt
An early proponent ofthe need for com-paniesto focus on customers, TheodoreLevittwas one of business's great minds.Read excerpts from sixof his most influ-ential HBRarticles,
139 LETTERS TO THE EDITORConsumer-directed health plans don'tnecessarily create any true savings forthe U.S.health care system. They onlyhelp employers shift the responsibil-ity and the cost of health care to theiremployees.
146 EXECUTIVE SUMMARIES
152 PANEL DISCUSSION
On StageDon Moyer
For a leader, there's no such thing as acasual conversation.
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