About HBR
EDITOR IN CHIEF Adi Ignatius
EDITOR, HBR
Amy Bernstein
Amy Bernstein
CREATIVE DIRECTOR, HBR GROUP
James de Vries
James de Vries
EDITOR, HBR.ORG
Katherine Bell
Katherine Bell
EDITORIAL DIRECTOR, HBR PRESS
Tim Sullivan
Tim Sullivan
EXECUTIVE EDITOR
Sarah Cliffe
Sarah Cliffe
SENIOR EDITORS
Alison Beard
Scott Berinato
Lisa Burrell
David Champion (Paris)
Sarah Green Carmichael
Eben Harrell
Maureen Hoch
Jeff Kehoe
Daniel McGinn
Melinda Merino
Gardiner Morse
Steven Prokesch
Ania Wieckowski
Alison Beard
Scott Berinato
Lisa Burrell
David Champion (Paris)
Sarah Green Carmichael
Eben Harrell
Maureen Hoch
Jeff Kehoe
Daniel McGinn
Melinda Merino
Gardiner Morse
Steven Prokesch
Ania Wieckowski
MANAGING EDITOR, HBR PRESS
Allison Peter
Allison Peter
SENIOR ASSOCIATE EDITORS
Kate Adams
Walter Frick
Kate Adams
Walter Frick
ASSOCIATE EDITORS
Courtney Cashman
Susan Francis
Gretchen Gavett
Erica Truxler
Courtney Cashman
Susan Francis
Gretchen Gavett
Erica Truxler
ARTICLES EDITORS
Christina Bortz
Susan Donovan
Amy Meeker
Martha Lee Spaulding
Christina Bortz
Susan Donovan
Amy Meeker
Martha Lee Spaulding
ASSISTANT EDITORS
Kevin Evers
JM Olejarz
Nicole Torres
Kevin Evers
JM Olejarz
Nicole Torres
EDITORIAL DEVELOPER
Tyler Machado
Tyler Machado
STAFF ASSISTANT
Christine C. Jack
Christine C. Jack
CONTRIBUTING EDITORS
Karen Dillon
Amy Gallo
Jane Heifetz
John Landry
Andrew O’Connell
Anand P. Raman
Karen Dillon
Amy Gallo
Jane Heifetz
John Landry
Andrew O’Connell
Anand P. Raman
ART DIRECTOR, PRODUCT
Karen Player
Karen Player
ART DIRECTOR, HBR
Matthew Guemple
Matthew Guemple
DESIGN DIRECTOR, HBR PRESS
Stephani Finks
Stephani Finks
EDITORIAL PRODUCTION DIRECTOR
Dana Lissy
Dana Lissy
SENIOR PRODUCTION EDITORS
Adria Reynolds
Jennifer Waring
Christine Wilder
Adria Reynolds
Jennifer Waring
Christine Wilder
SENIOR DESIGNERS
Annie Chin
Marta Kusztra
Annie Chin
Marta Kusztra
SENIOR INFORMATION DESIGNER
Matt Perry
Matt Perry
DIGITAL DESIGNER
Laura Guillen
Laura Guillen
SENIOR PRODUCT MANAGER
Kimberly Starr
Kimberly Starr
PRODUCT MANAGER
Emily Ryan
Emily Ryan
SENIOR PROJECT MANAGER
Lisa Gedick
Lisa Gedick
PROJECT MANAGER
Theodore Moser
Theodore Moser
PRODUCTION EDITORS
Jodi Fisher
Dave Lievens
Jodi Fisher
Dave Lievens
PRODUCTION SPECIALIST
Alexie Rodriguez
Alexie Rodriguez
MEDIA PRODUCTION SPECIALIST
Adam Buchholz
Adam Buchholz
CONTRIBUTING STAFF
Melissa Allard
Kathryn K. Dahl
Steven DeMaio
Robert Eckhardt
Kelly Messier
Andrew Nguyen
Katie Robinson
Kristin Murphy Romano
Dana Rousmaniere
Bonnie Scranton
Loann West
Melissa Allard
Kathryn K. Dahl
Steven DeMaio
Robert Eckhardt
Kelly Messier
Andrew Nguyen
Katie Robinson
Kristin Murphy Romano
Dana Rousmaniere
Bonnie Scranton
Loann West
EDITORIAL OFFICES
60 Harvard Way, Boston, MA 02163
617-783-7410 | fax 617-783-7493
HBR.org
60 Harvard Way, Boston, MA 02163
617-783-7410 | fax 617-783-7493
HBR.org
GROUP PUBLISHER Joshua Macht
VICE PRESIDENT OF MARKETING, HBR GROUP;
PUBLISHER, HBR PRESS
Sarah McConville
PUBLISHER, HBR PRESS
Sarah McConville
MANAGING DIRECTOR, DIGITAL STRATEGY
Eric Hellweg
Eric Hellweg
ASSISTANT DIRECTOR OF COMMUNICATIONS
Amy Poftak
Amy Poftak
SENIOR MANAGER OF PLANNING AND RETENTION
Corrine Callahan
Corrine Callahan
ASSISTANT DIRECTOR OF OPERATIONS
Greg Daly
Greg Daly
ASSISTANT DIRECTOR OF WEB MARKETING
Carol Concannon
Carol Concannon
MANAGER, BI AND WEB ANALYTICS
John Moore
John Moore
MARKETING MANAGERS
Jessica Angelo
Lauren Anter
Samantha Barry
Keith Zanardi
Jessica Angelo
Lauren Anter
Samantha Barry
Keith Zanardi
MANAGING DIRECTOR, FINANCE & OPERATIONS
Edward Crowley
Edward Crowley
ASSOCIATE PUBLISHER, MARKETING
MaryAlice Holmes
MaryAlice Holmes
DIRECTOR, CUSTOMER ANALYTICS AND INSIGHT
Carrie Bourke
Carrie Bourke
DIRECTOR, BUSINESS ANALYTICS AND INSIGHT
Jessica Avery
Jessica Avery
EDITOR, RESEARCH AND SPECIAL PROJECTS
Angelia Herrin
Angelia Herrin
SENIOR BUSINESS ANALYST
Greg St. Pierre
Greg St. Pierre
BUSINESS ANALYST
Irina Berlin
Irina Berlin
E-COMMERCE MARKETING PRODUCTION SPECIALIST
Maria de Leon
Maria de Leon
HBRG CUSTOMER SPECIALIST
Danielle Weber
Danielle Weber
MARKETING COORDINATORS
Christopher Perna
Sophie Wyman
Christopher Perna
Sophie Wyman
VICE PRESIDENT OF GLOBAL ADVERTISING; PUBLISHER, HBR
Gail Day
Gail Day
NATIONAL ADVERTISING DIRECTOR
Craig Catalano
Craig Catalano
DIRECTOR OF TECHNOLOGY
Kevin Newman
Kevin Newman
MANAGING DIRECTOR OF ANALYTIC SERVICES AND INTERNATIONAL SPONSORSHIPS
Alex Clemente
Alex Clemente
TECHNICAL ARCHITECT
Kevin Davis
Kevin Davis
SENIOR TECHNICAL PRODUCER
Matt Wagner
Matt Wagner
SENIOR APPLICATION DEVELOPER
Stepan Sokolov
Stepan Sokolov
APPLICATION DEVELOPER
Ismail Ozyigit
Ismail Ozyigit
TECHNICAL PRODUCTION MANAGER
Fred Lalande
Fred Lalande
WEB DEVELOPER
Daigo Fujiwara
Daigo Fujiwara
WORLDWIDE ADVERTISING OFFICES
NEW YORK
3 Columbus Circle, Suite 2210
New York, NY 10019
212-872-9280 | fax 212-956-0933
Maria A. Beacom, Account Manager
Daniel Cohen, European and Finance Manager
Molly Watanabe, Luxury and New England Account Manager
3 Columbus Circle, Suite 2210
New York, NY 10019
212-872-9280 | fax 212-956-0933
Maria A. Beacom, Account Manager
Daniel Cohen, European and Finance Manager
Molly Watanabe, Luxury and New England Account Manager
CHICAGO
847-466-1525 | fax 847-466-1101
James A. Mack, Central U.S. Sales Director
847-466-1525 | fax 847-466-1101
James A. Mack, Central U.S. Sales Director
MIDWEST AND SOUTHEAST
312-867-3862 | cell 312-401-2277
Samuel K. White, Midwest and Southeast Sales Director
312-867-3862 | cell 312-401-2277
Samuel K. White, Midwest and Southeast Sales Director
LOS ANGELES
310-216-7270
310-216-7270
SAN FRANCISCO
415-986-7762
415-986-7762
FRANCE
33-01-4643-0066
33-01-4643-0066
HONG KONG
852-237-52311
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INDIA
91-11-4353-0811
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81-03-3541-4166
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KOREA
82-2-730-8004
82-2-730-8004
UAE
971-4-228-7708
971-4-228-7708
UNITED KINGDOM
44-20-7291-9129
44-20-7291-9129
For all other inquiries, please call 212-872-9280.
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For advertising contact information, please visit our website at www.hbradsales.com.
Copyright 2015 Harvard Business School Publishing Corporation. All rights reserved.
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The views expressed in articles are the authors’ and not necessarily those of Harvard Business Review, Harvard Business School, or Harvard University. Authors may have consulting or other business relationships with the companies they discuss.
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HBR.org/subscriberservices
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All other regions: 44-1858-438412
Harvard Business Review, Tower House, Lathkill Street, Market Harborough
LE16 9EF, United Kingdom
www.subscription.co.uk/hbr/help
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We encourage prospective authors to follow HBR’s “Guidelines for Authors” before submitting manuscripts. To obtain a copy, please go to HBR.org; write to The Editor, Harvard Business Review, 60 Harvard Way, Boston, MA 02163; or e-mail hbr_editorial@hbr.org.
Unsolicited manuscripts will be returned only if accompanied by a self-addressed stamped envelope.
We encourage prospective authors to follow HBR’s “Guidelines for Authors” before submitting manuscripts. To obtain a copy, please go to HBR.org; write to The Editor, Harvard Business Review, 60 Harvard Way, Boston, MA 02163; or e-mail hbr_editorial@hbr.org.
Unsolicited manuscripts will be returned only if accompanied by a self-addressed stamped envelope.