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Show Results For
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All HBS Web
(12,351)
- People (20)
- News (1,649)
- Research (9,110)
- Events (24)
- Multimedia (52)
- Faculty Publications (7,519)
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...
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Keywords:
Online Business;
Ecommerce;
E-commerce;
E-Commerce Strategy;
Omnichannel Retail;
Omnichannel Retailing;
Influencer Marketing;
Consumer;
Organic Growth;
Video Advertising;
Promotion;
Celebrities;
Online Advertising;
Online Channel;
Online Communities;
Online Community;
Go To Market Strategy;
Platform;
Media;
Media Content;
Digital;
Digital Culture;
Digital Influencers;
Direct To Consumer Marketing;
Direct-to-consumer;
Innovation & Entrepreneurship;
Innovation;
Sales;
Digital Platforms;
Digital Marketing;
Digital Strategy;
Consumer Behavior;
Internet and the Web;
Advertising;
Business Model;
Growth Management;
Marketing;
Marketing Strategy;
Marketing Channels;
Marketing Communications;
Communication Strategy;
Innovation Strategy;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
Retail Industry;
United States;
North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- September 2002 (Revised March 2003)
- Background Note
Managing Markets Module Note
By: Das Narayandas
Provides an overview of the managing markets module in the Business Marketing course taught at HBS.
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Narayandas, Das. "Managing Markets Module Note." Harvard Business School Background Note 503-029, September 2002. (Revised March 2003.)
- February 2002 (Revised February 2006)
- Case
Volvo Trucks (A): Penetrating the U.S. Market
By: Michael E. Porter and Orjan Solvell
Volvo Trucks has worked on a global strategy for several decades. Beginning in the mid-1970s, the company decided to enter the largest market for trucks: the United States. Over time, the company has struggled to get a significant share of the U.S. market and at the...
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Keywords:
Market Entry and Exit;
Competitive Strategy;
Five Forces Framework;
Truck Transportation;
Global Strategy;
Globalized Markets and Industries;
Manufacturing Industry;
Manufacturing Industry;
United States;
Europe
Porter, Michael E., and Orjan Solvell. "Volvo Trucks (A): Penetrating the U.S. Market." Harvard Business School Case 702-418, February 2002. (Revised February 2006.)
- June 2005
- Background Note
Overview of the Japanese Apparel Market
By: Rajiv Lal and Arar Han
Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers...
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Keywords:
Trends;
Financial Crisis;
Trade;
Emerging Markets;
Sales;
Luxury;
Competition;
Segmentation;
Apparel and Accessories Industry;
Apparel and Accessories Industry;
Asia;
China;
Japan;
Korean Peninsula
Lal, Rajiv, and Arar Han. "Overview of the Japanese Apparel Market." Harvard Business School Background Note 505-068, June 2005.
- Research Summary
eBay Auctions as Markets
An examination of eBay from an industrial organization and competitive firms perspective. Exploits survey data as a measure of information dispersion.
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- February 1982 (Revised August 1985)
- Case
U.S. Retail Coffee Market (A)
Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the...
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Keywords:
Marketing Strategy;
Industry Growth;
Market Timing;
Retail Industry;
Retail Industry;
United States
Yip, George S., and Jeffrey R Williams. "U.S. Retail Coffee Market (A)." Harvard Business School Case 582-087, February 1982. (Revised August 1985.)
- Web
Africa - Global
Club of Kenya in Nairobi. Professor Belo-Osagie and his students were in Nairobi for the FIELD Global Immersion (FGI), a first-year MBA course that enables students to learn about business in View Details
- 03 Feb 2003
- Research & Ideas
Homeland Security: A Ready-made Market
government are mysterious, he added—the making of laws and sausages are two activities better left behind closed doors. The CIA can talk to the INS, but there are policy issues that affect the speed of adopting new systems.— Mark Hogan,...
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- February 2024
- Case
Does “Matter” Matter? Amazon and Open Standards in the Smart Home Industry
By: Frank Nagle
In early 2023, the smart home industry stood at a pivotal juncture. The recent launch of “Matter” version 1.0, an ambitious interoperability standard developed by the Connectivity Standards Alliance (CSA), promised to unify a fragmented market plagued by incompatible...
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Nagle, Frank. "Does “Matter” Matter? Amazon and Open Standards in the Smart Home Industry." Harvard Business School Case 724-431, February 2024.
- March 1995 (Revised October 1995)
- Case
U.S. Airline Industry in 1995, The
Describes the economic logic leading to the deregulation of the U.S. airline industry in 1978 and subsequent competitive developments. The roles of computerized reservation systems, airport hubs, route strategies, and fleet management are raised as unanticipated...
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McGahan, Anita M., and Julia Kou. "U.S. Airline Industry in 1995, The." Harvard Business School Case 795-113, March 1995. (Revised October 1995.)
- 23 Jan 2006
- Research & Ideas
Financial Reporting Goes Global
to write about globalization, accounting standards and, in particular, Indian accounting standards? Gregory Miller: Globalization is the major issue in determining the future of financial reporting. As financial View Details
- Fast Answer
Market Maps
Where can I find market maps for various industries? Market mapping is the process of visually organizing information about various competitors in a specific industry or...
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- September 1975 (Revised June 1983)
- Background Note
Note on the Structural Analysis of Industries
Provides a framework for the analysis of industry structure. Identifies the major structural features that influence the profit potential in industries and some illustrative implications of these for strategy formulation. Can be used as a reference note for business...
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Porter, Michael E. "Note on the Structural Analysis of Industries." Harvard Business School Background Note 376-054, September 1975. (Revised June 1983.)
- Web
Creating Emerging Markets
Thriving in Growth & Turbulence The Creating Emerging Markets project provides a unique research and teaching resource on business leadership in Africa, Asia, Latin America and...
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- 15 Dec 2003
- Research & Ideas
The New Global Business Manager
now we see new competitors come from smaller countries that, because their home markets are too small to support them, are moving immediately onto the global stage. We also see whole View Details
Keywords:
by Cynthia Churchwell
- June 2011 (Revised May 2012)
- Case
L'Oréal: Global Brand, Local Knowledge
By: Rebecca M. Henderson and Ryan Johnson
Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic...
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Keywords:
Globalization;
Brands and Branding;
Marketing Communications;
Change Management;
Sales;
Emerging Markets;
Segmentation;
Innovation and Invention;
Beauty and Cosmetics Industry;
France;
United States
Henderson, Rebecca M., and Ryan Johnson. "L'Oréal: Global Brand, Local Knowledge." Harvard Business School Case 311-118, June 2011. (Revised May 2012.)
- 28 Aug 2017
- Research & Ideas
Should Industry Competitors Cooperate More to Solve World Problems?
Source: Cecilie_Arcurs George Serafeim has a startling suggestion to fix the world’s biggest environmental, social, and governance (ESG) problems such as water pollution, deforestation, and wealth inequality: encourage companies within industries to do less competing...
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- 01 Jun 1996
- News
Reinventing Marketing
such as telecommunications and financial services are replacing the consumer goods industry as the testing ground of marketing innovation. To keep pace with these dramatic...
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- July–August 1983
- Article
End-Game Strategies for Declining Industries
By: Kathryn Rudie Harrigan and M. E. Porter
Many companies are faced with declining product demand beyond their control. A study of the strategies of over 95 companies that confronted declining markets suggests that companies can often be very successful if they analyze all the characteristics that shape...
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Harrigan, Kathryn Rudie, and M. E. Porter. "End-Game Strategies for Declining Industries." Harvard Business Review 61, no. 4 (July–August 1983).
- January 2009
- Article
From Regional Star to Global Leader
By: Nitin Nohria
Yang Jianguo was recently promoted from country manager for China to global head of product development at a staid French perfume maker. He was chosen for his technical smarts and his knowledge of emerging markets—a critical avenue for growth, given that sales in the...
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Keywords:
Communication Strategy;
Cross-Cultural and Cross-Border Issues;
Globalized Firms and Management;
Leadership Development;
Management Teams;
Emerging Markets;
Product Development;
Beauty and Cosmetics Industry;
China;
Paris
Nohria, Nitin. "From Regional Star to Global Leader." Harvard Business Review 87, no. 1 (January 2009).