Marketing Plans - Publications - Faculty & Research

01 Sep 2009
News

Executive Pay: Onward & Upward

departing executives soon become common practice. 1990 To better align executive pay with shareholder returns, academics — led by HBS professor Michael Jensen — and activists urge greater use of stock options. During the bull market years... View Details

Keywords: Corporate Services; Management, Scientific, and Technical Consulting Services; Professional Services

Web

Leading a Family Business (LFB) - Course Catalog

this course you will build those skills, learning from the experiences of those who have successfully navigated the risks and rewards of being a family business leader. Career Focus: The course will be relevant if you plan to: Work for a... View Details

18 Jul 2014
News

Team Players

interesting challenge, because you have a limited amount of time to build the brand. Then it disappears. We had to develop a marketing plan that was all-encompassing, but that still got the right information... View Details

Keywords: Robert S. Benchley; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Management of Companies and Enterprises; Management

01 Jun 2017
News

Better Hiring Through Brain Science

the difference between consulting and finance and marketing and entrepreneurship,” says Polli. Career paths in accounting or consulting, for example, usually correlated to attention to detail and a lack of impulsive behavior, she says;... View Details

Keywords: Dan Morrell

20 Apr 2017
Blog Post

Why I Love My Job: Ching Ching Chen On Her Passion For the Music Industry

music, as major players make significant changes to their business model in an effort to adapt to technological changes. We are at a critical inflection point, and the opportunity to shape the direction of the industry inspires me greatly. What are your View Details

Keywords: Entertainment / Media / Sports

02 Sep 2021
News

Elevating Ethiopian Entrepreneurs

on the country overall. “And we really understood why companies weren't scaling, and why they weren't growing, and why people were actually having trouble even starting businesses. So we provide a suite of services to any company that we start, anything from business... View Details

10 Nov 2008
What Do You Think?

How Much Can You Ask of Your Customers?

over-involvement (of) customers have led to bitter intellectual property right disputes customers simultaneously trying to drive the product in two (or more) very separate market directions (or) feature creep that literally prevents... View Details

Keywords: by Jim Heskett

01 Sep 2017
News

In My Humble Opinion: Career Peak

Stroeer left her job as a consultant in 2015 and converted a van to live out of as she ran, climbed, and hiked through the backcountry, she didn’t plan on turning her lifestyle into a one-woman business. But, she says, “I realized very... View Details

Keywords: April White

17 Mar 2015
News

The First Five Years: Adam Enbar (MBA 2010)

everything. I would get in at 6 a.m. to clean the office and make coffee, and then just do whatever needed to be done in order to move the ball forward, from sales and marketing to finance and accounting (top of my mind during the first... View Details

Keywords: Technical and Trade Schools; Educational Services

November 2017 (Revised November 2021)
Case

Irene Rosenfeld at Mondelēz International: Crafting a Corporate Strategy

By: Raffaella Sadun, David J. Collis, Amram Migdal and Kerry Herman

The case focuses on Irene Rosenfeld’s tenure as CEO of the global snack food company Mondelēz International. Beginning in 2006, she had led the company through many acquisitions, including France’s LU Biscuit and British confectionery company Cadbury, before, in 2012,... View Details

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17 Apr 2014
News

York Street Partners, Busbud Take Top Honors in Alumni New Venture Competition

market transformation in Sri Lanka. The YSP leadership team, comprising entirely of US-trained Sri Lankans, is united by a passion to support the country's post-conflict resurgence. While the investment banking View Details

Keywords: New Venture Competition; Securities, Commodities, and Other Financial Investments; Finance; News, Library, Internet, and Other Services; Information

Portrait Project

Kathleen Schlaff

You never ever know what is around the corner. No matter how well planned I thought my life was, it really threw me a few curve balls this year. When my aunt called me last summer to tell me that my father, who I adore, had unexpectedly... View Details

09 Jan 2006
Research & Ideas

What Really Drives Your Strategy?

plans that get approved are the ones that deliver earnings in the short term. This is a very big problem, because it happens even when managers wish it didn't. Another very interesting way the markets are... View Details

Keywords: by Martha Lagace

16 Apr 2001
Research & Ideas

Making the Most of Government Upheaval

privatization have created unprecedented opportunities for firms of all sizes and varieties to compete in larger markets than ever before. In the process, a handful of global organizations have risen to replace formerly state-owned... View Details

Keywords: by Nancy O. Perry

11 Feb 2013
Research & Ideas

Neuroeconomics: Eyes, Brain, Business

connect with others." But Looser sees practical applications as well. At Harvard, she is conducting research to determine whether we're more likely to retain and remember information—data and objects—if the information is paired with a picture of a human face. Such... View Details

Keywords: by Carmen Nobel

September 1999 (Revised June 2001)
Case

eBay, Inc.

By: Stephen P. Bradley and Kelley Porter

eBay was the world's largest and most popular person-to-person trading community on the Internet. In early 1999, the company was doing very well and seemed to have solved many of its early problems. However, on March 30, 1999, Amazon.com announced that it was entering... View Details

Keywords: Technological Innovation; Growth and Development Strategy; Marketing Strategy; Planning; Competition; Competitive Strategy; Competitive Advantage; Retail Industry; Web Services Industry

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Alumni WDYDWYD

Jocelyn Goldberg-Schaible

professional estrogen. I've built a career using market research as the legwork for the strategic planning process, with 28 years' worth of clients across the technicolor spectrum of global corporate and... View Details

09 Feb 2011
News

Still Shining through Florida's Clouds

Developer David Lucas (MBA '71) has won a reputation as a generous philanthropist. Along with homeowners, developers in Florida’s Gulf Coast real-estate market have been hit hard by the recession. David Lucas (MBA ’71) has been riding out... View Details

Keywords: Real Estate

Profile

Matthew Boys

Matt went hands-on in Chongqing, China, where his FIELD 2 team reviewed plans for a hotel that wanted to create the right kind of experience for a growing market of professionals. “The local View Details

Web

IT Strategy: The Future of the Web at HBS | Information Technology

speed to market for websites and web publishing. The project team wants to empower HBS website owners by adopting a more user-friendly, self-service model for web content management. HBS websites have previously been managed using an... View Details

Publications