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Show Results For
-
All HBS Web
(11,348)
- People (11)
- News (1,836)
- Research (8,057)
- Events (19)
- Multimedia (73)
- Faculty Publications (6,315)
- June 1984 (Revised July 1985)
- Background Note
The Marketing Process
Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing.
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Keywords:
Marketing
Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)
- TeachingInterests
FIELD Global Immersion
The FIELD Global Immersion course sends student teams into global markets around the world, requiring them to develop a new customer experience, product or service concept for a global partner organization leveraging design thinking innovation techniques.
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- January 2006 (Revised February 2006)
- Case
E.ON Corporate Strategy
By: Forest L. Reinhardt and Sebastian Frankenberger
Examines the corporate strategy of German energy giant E.ON. The firm is vertically integrated, horizontally diversified across electricity and natural gas, and active in numerous countries in Europe as well as in the United States. Explores the costs and benefits of...
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Keywords:
Diversification;
Vertical Integration;
Corporate Strategy;
Globalization;
Energy Sources;
Economics;
Energy Industry;
Germany;
United States;
Europe
Reinhardt, Forest L., and Sebastian Frankenberger. "E.ON Corporate Strategy." Harvard Business School Case 706-015, January 2006. (Revised February 2006.)
- 08 Nov 2017
- HBS Seminar
Elizabeth Lyons, UC San Diego School of Global Policy & Strategy
- January 2013
- Case
Brannigan Foods: Strategic Marketing Planning
By: John A. Quelch and James T. Kindley
The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer...
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Keywords:
United States;
Consumer Marketing;
Acquisitions;
Forecasting;
Quantitative Analysis;
Risk Management;
Decision Making;
Budgeting;
Supermarkets;
Strategic Planning;
Demand and Consumers;
Marketing Strategy;
Food;
Resource Allocation;
Acquisition;
Product Development;
Retail Industry;
Food and Beverage Industry
Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.
- 2024
- Working Paper
Consumer Inertia and Market Power
By: Alexander MacKay and Marc Remer
We study the pricing decisions of firms in the presence of consumer inertia. Inertia, which can arise from habit formation, brand loyalty, and switching costs, generates dynamic pricing incentives. These incentives mediate the impact of competition on market power in...
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Keywords:
Consumer Inertia;
Market Power;
Dynamic Competition;
Demand Estimation;
Consumer Behavior;
Markets;
Performance;
Competition;
Price
MacKay, Alexander, and Marc Remer. "Consumer Inertia and Market Power." Harvard Business School Working Paper, No. 19-111, April 2019. (Revised January 2024. Direct download.)
- TeachingInterests
Strategy Execution
By: Dennis Campbell
This course takes strategy as given and teaches what students need to know to execute and win in highly competitive markets. Using fundamental building blocks based on accountability systems and structures, this course is divided into seven modules:
1....
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- Article
Aligning Strategy and Sales
Much current opinion asserts that strategy is less important (and may, in fact, be an impediment) in an era of constant change. This publication discusses why claims about business change are often overstated and misunderstood, why strategy is even more important as...
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- September 2021
- Article
Network Interconnectivity and Entry into Platform Markets
By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti
Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within...
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Keywords:
Network Interconnectivity;
Platform Competition;
Market Entry;
Networks;
Digital Platforms;
Competition;
Market Entry and Exit
Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Information Systems Research 32, no. 3 (September 2021): 1009–1024.
- March 2013
- Teaching Note
Jazzed Up: A Global Strategy Manga (Graphic Novel) — Instructor Version
By: Jordan I. Siegel
- September 2005 (Revised April 2006)
- Background Note
Market Segmentation, Target Market Selection, and Positioning
By: Miklos Sarvary and Anita Elberse
Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning.
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Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.)
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for...
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Keywords:
Influencers;
Marketing;
Marketing Communications;
Brands and Branding;
Marketing Strategy;
Media and Broadcasting Industry;
Advertising Industry;
Consumer Products Industry
Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
- 17 Oct 2007
- Research & Ideas
Why Global Brands Work
Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Ford has finally woken up to...
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- Web
Global
Understanding a rapidly changing, Dynamic world Global Research MBA 2025 Oakland, CA Anthony Martore 38% of our Class of 2024 MBA students are international. The MBA Experience Regional Activities Africa Asia Pacific Europe Japan Latin...
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- 2013
- Working Paper
Bringing Worlds Together: Cultural Brokerage in Global Teams: (Job Market Paper)
By: Sujin Jang
- 07 Aug 2011
- News
Rating Cut of U.S. Debt Echoes the Nervousness of Global Markets
- April 2019
- Article
Internalizing Global Value Chains: A Firm-Level Analysis
By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the...
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Keywords:
Global Value Chains;
Sequential Production;
Incomplete Contracts;
Demand and Consumers;
Customer Value and Value Chain;
Globalization
Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Journal of Political Economy 127, no. 2 (April 2019): 508–559. (See Online Appendix. Replications files available here. Also NBER Working Paper 21582.)
- 2017
- Working Paper
Internalizing Global Value Chains: A Firm-Level Analysis
By: Laura Alfaro, Pol Antràs, Davin Chor and Paola Conconi
In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the...
View Details
Keywords:
Global Value Chains;
Sequential Production;
Incomplete Contracts;
Demand and Consumers;
Customer Value and Value Chain;
Globalization
Alfaro, Laura, Pol Antràs, Davin Chor, and Paola Conconi. "Internalizing Global Value Chains: A Firm-Level Analysis." Harvard Business School Working Paper, No. 16-028, September 2015. (Updated October 2017. See Online Appendix. Also NBER Working Paper 21582. Forthcoming in the Journal of Political Economy.)
- Article
Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies
By: Rohit Deshpandé and Rajendra K. Srivastava
Deshpandé, Rohit, and Rajendra K. Srivastava. "Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies." Special Issue on Proceedings of the Second Annual Conference of the Academy of Marketing Science edited by D. K. Hawes and R. Tamilia. Developments in Marketing Science 1 (1978): 128–132.