Titles by: John T. Gourville
- Angels and Devils: Best Buy's New Customer Approach (A)
- Angels and Devils: Best Buy's New Customer Approach (B)
- Biopure Corp.
- Biopure Corp., Spanish Version
- Bioriginal Food and Science Corp.
- Cabot Pharmaceuticals, Inc.
- Calgene, Inc.
- Cape Wind
- Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption
- Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption (HBR OnPoint Enhanced Edition)
- Fighting AIDS and Pricing Drugs
- Four Products: Predicting Diffusion
- Four Products: Predicting Diffusion (2006)
- Four Products: Predicting Diffusion (2008)
- Future of Hybrid Electric Vehicles
- Get Your Innovations to Market--and Keep Them There (HBR Article Collection)
- GolfLogix: Measuring the Game of Golf
- Imagicast
- Medicines Co.
- Microsoft: Launching the Smart Watch
- Myteam.com
- New York Life and Immediate Annuities
- Note on Behavioral Pricing
- Note on Innovation Diffusion: Rogers' Five Factors
- Overchoice: Why Variety Can Backfire
- Pricing and the Psychology of Consumption
- Pricing and the Psychology of Consumption (HBR OnPoint Enhanced Edition)
- Principles of Pricing
- Roadside Attractions LLC
- Seeing What's on Red Auerbach's Mind
- Steinway & Sons: Buying a Legend (A)
- Steinway & Sons: Buying a Legend (B)
- Steinway & Sons: Buying a Legend (C)
- Steinway & Sons: Buying a Legend (D)
- Synthes
- The London 2012 Olympic Games
- Ti-Tech (A)
- Ti-Tech (B)
- Tweeter etc.
- Tweeter etc., Spanish Version
- Valuing the Cause Marketing Relationship
- WebSpective Software, Inc. (A)
- Why Consumers Don't Buy: The Psychology of New Product Adoption
- Why Developers Don't Understand Why Consumers Don't Buy
- ZEFER: Building a Business at Hyperspeed
 
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