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All HBS Web
(2,689)
- People (8)
- News (685)
- Research (1,583)
- Events (2)
- Multimedia (7)
- Faculty Publications (839)
- 2015
- Other Teaching and Training Material
Competitive Strategies Marketing Reading
By: Jill Avery and Sunil Gupta
Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details
Keywords:
Competitive Strategy
Avery, Jill, and Sunil Gupta. "Competitive Strategies Marketing Reading." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8158, 2015.
- Web
Strategic Plan | Information Technology
Strategic Plan Our strategic priorities and initiatives. Our North Star The Harvard Business School (HBS) IT three-year strategic plan (FY24–FY26) is organized around HBS IT’s five strategic priorities, as...
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- 14 Feb 2011
- Research & Ideas
Clay Christensen’s Milkshake Marketing
Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This...
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- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered....
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Keywords:
Product Development;
Product Marketing;
Strategic Planning;
Human Resources;
Marketing Strategy;
Customer Relationship Management;
Marketing;
Advertising Industry;
Technology Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
- September 2019 (Revised May 2020)
- Supplement
Keroche (F): Future Growth Plans
By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case describes Keroche co-founder Tabitha Karanja’s 2012 decision to invest in additional production capacity. In November 2012, with a loan from Barclay’s bank, Keroche began constructing a new state-of-the-art beer brewery using German technology. The new plant,...
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Keywords:
Keroche;
Alcohol;
Aloholic Beverages;
Beer;
Production Capacity;
Growth;
Business Ventures;
Business Exit or Shutdown;
Business Growth and Maturation;
Business Startups;
Small Business;
Family Business;
Crime and Corruption;
Customer Focus and Relationships;
Decisions;
Income;
Demographics;
Geographic Scope;
Geographic Location;
Goods and Commodities;
Government Legislation;
Growth and Development;
Business History;
Lawsuits and Litigation;
Laws and Statutes;
Lawfulness;
Goals and Objectives;
Consumer Behavior;
Market Entry and Exit;
Problems and Challenges;
Safety;
Social Issues;
Poverty;
Strategy;
Competition;
Entrepreneurship;
Manufacturing Industry;
Food and Beverage Industry;
Kenya;
Nairobi;
Africa
Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (F): Future Growth Plans." Harvard Business School Supplement 720-395, September 2019. (Revised May 2020.)
- October 2008
- Class Lecture
Marketing as Competitive Advantage: Fundamentals
By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,...
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- July 2010 (Revised January 2017)
- Background Note
Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)
By: Thomas Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset...
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Keywords:
Customer Lifetime Value;
Return On Investment;
Customer Acquisition;
Customer Retention;
Customer Churn;
"Marketing Analytics";
Marketing;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Value and Value Chain;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Measurement and Metrics;
Strategic Planning;
Value
Steenburgh, Thomas, and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)." Harvard Business School Background Note 525-017, July 2010. (Revised January 2017.)
- 28 Mar 2018
- Blog Post
Event Planning for Recruiting Success - Part 1
Hosting a company recruiting event is a great way to build brand awareness and engage with HBS students. At the same time, we know that event planning requires a commitment from your team in preparing materials, securing speakers,...
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Keywords:
All Industries
- October 2012 (Revised August 2014)
- Case
The Canada Pension Plan Investment Board: October 2012
By: Josh Lerner, Matthew Rhodes-Kropf and Nathaniel Burbank
The Canada Pension Plan Investment Board (CPPIB) is one of the largest and fastest-growing pools of investment capital in the world and follows an unusually active program of investment management. In October of 2012, Mark Wiseman was just 12 weeks into his role as...
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Lerner, Josh, Matthew Rhodes-Kropf, and Nathaniel Burbank. "The Canada Pension Plan Investment Board: October 2012." Harvard Business School Case 813-103, October 2012. (Revised August 2014.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Sales Force Design and Management
By: Doug J. Chung and Das Narayandas
This Core Curriculum Reading introduces students to (1) the importance of sales force design in implementing organizational strategy, and (2) the role of sales force management in linking structures and processes to behaviors. The material combines theoretical...
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Keywords:
Sales Budget;
Sales Compensation;
Sales Cycle;
Sales Force Management;
Sales Forces;
Sales Management;
Sales Operations;
Sales Organization;
Sales Planning;
Sales Strategy
Chung, Doug J., and Das Narayandas. "Marketing Reading: Sales Force Design and Management." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8213, 2014.
- September 2004 (Revised March 2007)
- Case
G.I. JOE: Marketing an Icon
In the winter of 2003, Billy Lagor, the Hasbro toy company's brand manager for G.I. JOE, faced a set of decisions that would ultimately determine the 2004 marketing plan for the G.I. JOE brand. Under consideration were three different ways to market the military action...
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Keywords:
Product Positioning;
Marketing Strategy;
Brands and Branding;
Consumer Products Industry;
United States
McGovern, Gail J. "G.I. JOE: Marketing an Icon." Harvard Business School Case 505-030, September 2004. (Revised March 2007.)
- January 2019 (Revised February 2020)
- Case
Roush Performance: How to Design a Sales Force Compensation Plan
By: Doug J. Chung
Roush Performance manufactured and marketed factory-modified performance vehicles and high-end aftermarket automotive performance parts. Since its inception, Roush Performance had focused on building its engineering technology competency and diversifying its product...
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Keywords:
Sales Force Management;
Motivation;
Compensation;
Salary;
Commissions;
Bonuses;
Quotas;
Salesforce Management;
Compensation and Benefits;
Motivation and Incentives
Chung, Doug J. "Roush Performance: How to Design a Sales Force Compensation Plan." Harvard Business School Case 519-066, January 2019. (Revised February 2020.)
- February 2010
- Background Note
Marketing Analysis Toolkit: Situation Analysis
By: Thomas J. Steenburgh and Jill Avery
Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing...
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Keywords:
Five Forces Framework;
SWOT Analysis;
Marketing Strategy;
Demand and Consumers;
Industry Structures;
Strategic Planning
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Situation Analysis." Harvard Business School Background Note 510-079, February 2010.
- 18 Aug 2011
- Lessons from the Classroom
Business Plan Contest: 15 Years of Building Better Entrepreneurs
the Aldrich classrooms on the Harvard Business School campus where other people's ventures are the usual topic of discussion. Judges—a mix of angel investors, VCs, serial entrepreneurs, and industry executives—score the plans on criteria...
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- October 2004 (Revised July 2010)
- Case
Product Team Cialis: Getting Ready to Market
By: Elie Ofek
Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Product Positioning;
Competition;
Competitive Advantage;
Segmentation;
Pharmaceutical Industry
Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
- June 1997 (Revised February 2000)
- Case
Walker and Company: Profit Plan Decisions
By: Robert L. Simons and Ramsey Walker
Ramsey Walker, a second-year MBA student, must decide how to control a family business as an absentee owner. After providing background details on the publishing industry, the case requires the reader to: 1) make a product segmentation decision; 2) prepare a profit...
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Keywords:
Organizational Structure;
Family and Family Relationships;
Market Design;
Management Systems;
Planning;
Profit;
Performance Evaluation;
Segmentation;
Corporate Strategy;
Investment Return;
Publishing Industry
Simons, Robert L., and Ramsey Walker. "Walker and Company: Profit Plan Decisions." Harvard Business School Case 197-084, June 1997. (Revised February 2000.)
- 02 Apr 2013
- News
Competitive Cash-for-Weight-Loss Plans Work Best: Study
- 01 Dec 2009
- News
An Action Plan for Economic Recovery
POZEN: Offers a plan for overhauling the U.S. financial system to avoid a repeat of the recent market meltdown. Most books about the nation’s financial crisis tell us what happened. In his new book, HBS...
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- April 2013
- Teaching Plan
Marks and Spencer: Plan A (TP)
By: David Bell and Michael Norris
Teaching Note for 509029.
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Keywords:
Marketing;
Corporate Social Responsibility and Impact;
Strategic Planning;
Environmental Sustainability;
Competitive Advantage;
Retail Industry
Bell, David, and Michael Norris. "Marks and Spencer: Plan A (TP)." Harvard Business School Teaching Plan 513-029, April 2013.
- November 2016 (Revised April 2018)
- Case
reMarkable: e-Writing the Future
By: Elie Ofek and Curtis Hsu
Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like...
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Keywords:
Entrepreneurial Marketing;
Innovation Management;
Go To Market Strategy;
Marketing Plan;
Target Market;
Digital Devices;
Consumer Electronics;
Forecasting;
Information Technology;
Marketing Strategy;
Innovation and Management;
Marketing Channels;
Entrepreneurship;
Forecasting and Prediction;
Product Marketing;
Product Development;
Electronics Industry
Ofek, Elie, and Curtis Hsu. "reMarkable: e-Writing the Future." Harvard Business School Case 517-018, November 2016. (Revised April 2018.)