market development - Publications - Faculty & Research - Harvard Business School

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March 2024
Case

Ava DuVernay's Array: Disrupting the Hollywood Film Industry

By: Anita Elberse and Morgan Brewton-Johnson

In February 2023 acclaimed filmmaker Ava DuVernay is filming her latest movie, Origin, a daring adaptation of Isabel Wilkerson’s book Caste: The Origins of Our Discontents. With Origin, DuVernay is pioneering a method to finance the endeavor—through a combination of... View Details

Keywords: Financing and Loans; Intellectual Property; Philanthropy and Charitable Giving; Disruption; Motion Pictures and Video Industry

Myra M. Hart

Myra Hart's research focus is high potential entrepreneurship. She has taught MBA and executive programs, co-chaired the entrepreneurship unit, and led several HBS initiatives. As a founding memberView Details

Keywords: consumer products; e-commerce industry; education industry; real estate; retailing

September 2019 (Revised September 2019)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells, Carole A. Winkler and Benjamin Weinstock

In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake... View Details

Keywords: Facebook; Fake News; Mark Zuckerberg; Donald Trump; Algorithms; Social Networks; Partisanship; Social Media; App Development; Instagram; WhatsApp; Smartphone; Silicon Valley; Office Space; Digital Strategy; Democracy; Entry Barriers; Online Platforms; Controversy; Tencent; Agility; Social Networking; Gaming; Gaming Industry; Computer Games; Mobile Gaming; Messaging; Monetization Strategy; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Growth and Maturation; Business Headquarters; Business Organization; For-Profit Firms; Trends; Communication; Communication Technology; Forms of Communication; Interactive Communication; Interpersonal Communication; Talent and Talent Management; Crime and Corruption; Voting; Demographics; Entertainment; Games, Gaming, and Gambling; Moral Sensibility; Values and Beliefs; Initial Public Offering; Profit; Revenue; Geography; Geographic Location; Global Range; Local Range; Country; Cross-Cultural and Cross-Border Issues; Globalized Firms and Management; Globalized Markets and Industries; Governing Rules, Regulations, and Reforms; Government and Politics; International Relations; National Security; Political Elections; Business History; Recruitment; Selection and Staffing; Information Management; Information Publishing; News; Newspapers; Innovation and Management; Innovation Strategy; Technological Innovation; Knowledge Dissemination; Human Capital; Law; Leadership Development; Leadership Style; Leading Change; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Management Style; Management Systems; Management Teams; Managerial Roles; Marketing Channels; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Marketplace Matching; Industry Growth; Industry Structures; Monopoly; Media; Product Development; Service Delivery; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Public Ownership; Problems and Challenges; Business and Community Relations; Business and Government Relations; Groups and Teams; Networks; Rank and Position; Opportunities; Behavior; Emotions; Identity; Power and Influence; Prejudice and Bias; Reputation; Social and Collaborative Networks; Status and Position; Trust; Society; Civil Society or Community; Culture; Public Opinion; Social Issues; Societal Protocols; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Customization and Personalization; Diversification; Expansion; Horizontal Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Valuation; Advertising Industry; Communications Industry; Entertainment and Recreation Industry; Information Industry; Information Technology Industry; Journalism and News Industry; Media and Broadcasting Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; United States; California; Sunnyvale; Russia

March 2016 (Revised June 2017)
Case

Transition at DataCo?

By: Frank V. Cespedes and Carin-Isabel Knoop

The founder of a data analytics company, Stefan Brecht, has several issues with his key business developer and head of marketing and sales, Tamara Smithson. Smithson, an early hire who had been instrumental in building the firm; operates as an individual contributor;... View Details

Keywords: Sales Management; Selling; Entrepreneurial Ventures; Performance Management; Professional Services; Salesforce Management; Sales; Marketing; Performance; Consulting Industry; United States; France

January 2010 (Revised March 2013)
Case

HubSpot: Lower Churn through Greater CHI

By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem

HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the... View Details

Keywords: Business Startups; Customer Relationship Management; Customer Satisfaction; Customer Value and Value Chain; Forecasting and Prediction; Consumer Behavior; Happiness; Consulting Industry

May 2018
Supplement

Abe on Womenomics, part 1: Introductions & Japan's Corporate Culture: Excerpt from Opening Address to the World Assembly of Women, Tokyo, August 28, 2015

By: Boris Groysberg

This video supplement part one of a lightly edited 2015 speech by Japanese prime minister Shinzo Abe in which he describes Womenomics--policies and aspirations to promote greater economic participation by Japan's women, thereby promoting economic growth, greater... View Details

2010
Working Paper

Crashes and Collateralized Lending

By: Jakub W. Jurek and Erik Stafford

This paper develops a parsimonious static model for characterizing financing terms in collateralized lending markets. We characterize the systematic risk exposures for a variety of securities and develop a simple indifference-pricing framework to value the systematic... View Details

Keywords: Financial Crisis; Borrowing and Debt; Cost of Capital; Credit; Financing and Loans; Interest Rates; Investment; Framework; Risk and Uncertainty; Financial Services Industry

November 1996 (Revised March 1998)
Case

Vallourec's Venture into Metal Injection Molding

By: Clayton M. Christensen

Vallourec, a leading maker of seamless tubing, developed a radically new technology that used steel powders to create the tubes. To ensure a supply source, Vallourec ultimately had to acquire its supplier of metal powder, and then, to build the volume required to... View Details

Keywords: Technology; Business Model; Diversification; Innovation and Management; Manufacturing Industry

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November 2001
Case

Korea-Tender

By: Das Narayandas and Kate Attea

Korea-Tender is a closed-bidding auction company trying to break even and must select the best opportunity to increase membership and revenue. It can continue its current model with heavy advertising, try to modify its costs, or develop an additional business model... View Details

Keywords: Auctions; Business Model; Advertising; Business Startups; Problems and Challenges; Marketing Strategy; Revenue; Growth and Development Strategy

June 2023
Exercise

Clash of Two Giants Simulation Exercise Instructions

By: Feng Zhu and Marco Iansiti

Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details

Keywords: Platform Strategies; Technology Platform; Customer Acquisition; Network Effects; Digital Platforms; Marketplace Matching; Strategy

February 2012
Article

Management Practices across Firms and Countries

By: Nicholas Bloom, Christos Genakos, Raffaella Sadun and John Van Reenen

For the last decade we have been using double-blind survey techniques and randomized sampling to construct management data on over 10,000 organizations across 20 countries. On average, we find that in manufacturing American, Japanese, and German firms are the best... View Details

Keywords: Management Practices and Processes; Competency and Skills; Governing Rules, Regulations, and Reforms; Organizations; Developing Countries and Economies; Economic Sectors; Performance; Business and Shareholder Relations; Private Equity; Multinational Firms and Management; United States; Germany; Japan; China; India

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06 Jan 2016
Cold Call Podcast

A Microchip in Your Medicine

Keywords: Re: Richard G. Hamermesh

September 2012 (Revised April 2013)
Case

Digital Microscopy at Carl Zeiss: Managing Disruption

Ulrich Simon, the head of the Microscopy business group at Carl Zeiss AG knew that his unit was facing a disruptive threat, so he chartered a special team to tackle the industrial segment. Given a high degree of autonomy, the project team developed an understanding of... View Details

Keywords: Modularity; High Technology Products; Emergent Strategy; Product Lines; Corporate Strategy; Digital Platforms; Disruptive Innovation; Technology Industry; Germany

13 Sep 2021
Research & Ideas

Science: The Unlikely Frontier for New Business Ideas

shrinking product lifecycles and rapidly changing technology are under pressure to bring new goods to market faster. Corporate spending on research and development (R&D) in the United States has also... View Details

Keywords: by Avery Forman

Blog

Is AI Coming for Your Job?

irrelevant construct when considering how to harness generative AI capabilities. Processes ranging from negotiating contracts with vendors to developing marketing messages will be redesigned from the ground... View Details

February 2003
Case

UNICEF

By: John A. Quelch

In September 2002, Marjorie Newman-Williams, director of communication for UNICEF, is poised to present the results of a two-year rebranding process at the annual meeting of the national committee heads. This case describes the organization and highlights the... View Details

Keywords: Strategy; Nonprofit Organizations; Brands and Branding

April 1983 (Revised October 1990)
Background Note

Textiles and the Multi-Fiber Arrangement

By: David B. Yoffie

What happens to an industry with millions of employees that loses its comparative advantage? This note examines this question by looking at the global textile and apparel industry. With the Multi-Fiber Arrangement coming up for renewal in December 1981, the United... View Details

Keywords: Trade; Cost vs Benefits; Developing Countries and Economies; Manufacturing Industry; Apparel and Accessories Industry; United States; Europe

23 Dec 2019
Blog Post

Taking the Risk to Start a Company at Business School

you have to go ahead and take the risk. “If you don’t ever try, you won’t know. Don’t ever wait. If there is a market opportunity, run the tests and get clarity on if you should go full throttle.” After graduation, Julie continued to work... View Details

2020
Case

Brightline: Targeting a Successful Future with High Speed Rail

By: Andrew J. Hoffman

High-speed rail (HSR) is a high-performance transportation technology that is time competitive with airplanes and automobiles, and is an environmentally preferable alternative due to its low carbon dioxide emissions. Brightline is a Florida HSR system in Phase II of... View Details

Keywords: Environmental Sustainability; Marketing Strategy; Segmentation; Transportation Industry

October 2006 (Revised August 2007)
Case

RKS Guitars

By: Elie Ofek, Thomas J. Steenburgh, Michael I. Norton and Kerry Herman

RKS has designed a revolutionary electric guitar and needs to decide how to best market their innovation. The iconic status of existing electric guitars, and the lack of any recent radical innovations in the category, pose challenges in securing consumer adoption. If... View Details

Keywords: Innovation and Invention; Marketing Strategy; Product Launch; Consumer Behavior; Product Design; Adoption

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