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Show Results For
-
All HBS Web
(12,357)
- People (20)
- News (1,647)
- Research (9,110)
- Events (24)
- Multimedia (52)
- Faculty Publications (7,517)
- June 17, 2016
- Comment
Companies Need to Start Marketing Security to Customers
By: John A. Quelch
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away...
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Keywords:
Consumer Safety;
Public Safety;
Brand Attraction;
Risk Management;
Safe Environment Benefit;
Marketing Safety;
Global Brands;
Advertising;
Change Management;
Disruption;
Volatility;
Crime and Corruption;
Customers;
Music Entertainment;
Animation Entertainment;
Film Entertainment;
Brands and Branding;
Marketing Communications;
Marketing Strategy;
Product Marketing;
Consumer Behavior;
Problems and Challenges;
Safety;
Corporate Strategy;
Business Strategy;
Entertainment and Recreation Industry;
Entertainment and Recreation Industry;
Entertainment and Recreation Industry;
United States
Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
- 1989
- Chapter
Collaborative Product Development and the Market for Know-How: Strategies and Structures in the Biotechnology Industry
By: Gary P. Pisano and Paul Mang
Keywords:
Product Development;
Innovation Strategy;
Knowledge Management;
Industry Structures;
Biotechnology Industry
Pisano, Gary P., and Paul Mang. "Collaborative Product Development and the Market for Know-How: Strategies and Structures in the Biotechnology Industry." In Research on Technological Innovation, Management, and Policy. Vol. 4, edited by Richard S. Rosenbloom and Robert A. Burgelman. Greenwich, CT: JAI Press, 1989.
- March 2017 (Revised May 2019)
- Case
Marketing Transformation at Mastercard
By: Sunil Gupta, Srinivas K. Reddy and David Lane
Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders....
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Keywords:
Mastercard;
Financial Services;
Ingredient Brand;
B2B2C;
Experiential Marketing;
Digital Marketing;
ROI;
Marketing;
Customer Focus and Relationships;
Business and Stakeholder Relations;
Brands and Branding;
Internet and the Web;
Investment Return;
Financial Services Industry
Gupta, Sunil, Srinivas K. Reddy, and David Lane. "Marketing Transformation at Mastercard." Harvard Business School Case 517-040, March 2017. (Revised May 2019.)
- December 2011
- Article
Globalization and Beauty: A Historical and Firm Perspective
By: G. Jones
This paper uses the beauty industry to explore the impact of globalization over the very long run. As the first wave of modern globalization started in the nineteenth century, there began a massive homogenization of beauty ideals around the world that has, to some...
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Keywords:
Globalization;
Business Ventures;
Trends;
Societal Protocols;
Value;
Brands and Branding;
Perception;
Entrepreneurship;
Beauty and Cosmetics Industry
Jones, G. "Globalization and Beauty: A Historical and Firm Perspective." Ou Mei yan jiu [EurAmerica] 41, no. 4 (December 2011): 885–916.
- 1985
- Chapter
The Use of Market Research in Industrial Organizations
By: Rohit Deshpandé and G. Zaltman
Deshpandé, Rohit, and G. Zaltman. "The Use of Market Research in Industrial Organizations." In A Strategic Approach to Business Marketing, edited by Robert Spekman and David Wilson, 58–66. American Marketing Association, 1985.
- February 2013
- Teaching Note
SANY: Going Global (TN)
By: Rajiv Lal
- March 2018 (Revised August 2018)
- Case
Matching Markets for Googlers
By: Bo Cowgill and Rembrand Koning
This case describes how Google designed and launched an internal matching market to assign individual workers with projects and managers. The case evaluates how marketplace design considerations—and several alternative staffing models—could affect the company’s goals...
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Keywords:
People Analytics;
Google;
Labor Market;
Staffing;
Market Design;
Marketplace Matching;
Selection and Staffing;
Goals and Objectives;
Technology Industry;
United States
Cowgill, Bo, and Rembrand Koning. "Matching Markets for Googlers." Harvard Business School Case 718-487, March 2018. (Revised August 2018.) (More about Bo Cowgill.)
- August 2012
- Background Note
Marketing Communications
By: Thales S. Teixeira and Thales S. Teixeira
This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how...
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Keywords:
Marketing Communication;
Advertising;
Promotion;
Social Media;
Digital Media;
Viral Advertising;
Marketing;
Communications Industry;
North and Central America
Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.
- Spring 2017
- Article
Globalizing Latin American Beauty
By: Geoffrey Jones
This article discusses the growth over time of the beauty industry in Latin America and its bias towards celebrating whiter rather than darker skin. Although alleged Latin American fascination with beauty is regularly ascribed to culture, Latin sensuousness, and...
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Keywords:
Latin America;
Race And Ethnicity;
Globalization;
Race;
Ethnicity;
Prejudice and Bias;
Beauty and Cosmetics Industry;
Latin America
Jones, Geoffrey. "Globalizing Latin American Beauty." ReVista: Harvard Review of Latin America 16, no. 3 (Spring 2017): 10–14.
- August 1991
- Article
Sources of Superior Performance: Market Share versus Industry Effects in the U.S. Brewing Industry
By: C. A. Montgomery and B. Wernerfelt
Montgomery, C. A., and B. Wernerfelt. "Sources of Superior Performance: Market Share versus Industry Effects in the U.S. Brewing Industry." Management Science 37, no. 8 (August 1991): 954–959.
- 1989
- Chapter
Collaborative Arrangements and Global Technology Strategy: Some Evidence from the Telecommunications Equipment Industry
By: Gary P. Pisano and David Teece
Keywords:
Global Strategy;
Innovation Strategy;
Communication Technology;
Agreements and Arrangements;
Cooperation;
Telecommunications Industry
Pisano, Gary P., and David Teece. "Collaborative Arrangements and Global Technology Strategy: Some Evidence from the Telecommunications Equipment Industry." In Research on Technological Innovation, Management, and Policy. Vol. 4, edited by Richard S. Rosenbloom and Robert A. Burgelman. Greenwich, CT: JAI Press, 1989.
- September 2020 (Revised July 2022)
- Technical Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing...
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Keywords:
Algorithmic Data;
Race And Ethnicity;
Promotion;
"Marketing Analytics";
Marketing And Society;
Big Data;
Privacy;
Data-driven Management;
Data Analysis;
Data Analytics;
E-Commerce Strategy;
Discrimination;
Targeting;
Targeted Advertising;
Pricing Algorithms;
Ethical Decision Making;
Customer Heterogeneity;
Marketing;
Race;
Ethnicity;
Gender;
Diversity;
Prejudice and Bias;
Marketing Communications;
Analytics and Data Science;
Analysis;
Decision Making;
Ethics;
Customer Relationship Management;
E-commerce;
Retail Industry;
Retail Industry;
United States
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- 2013
- Book
Entrepreneurship and Multinationals: Global Business and the Making of the Modern World
By: Geoffrey Jones
This book examines the history of entrepreneurship and multinationals in the making of the modern world. In recent years economists, historians, and political scientists have written extensively on the history of globalization and patterns of global wealth and poverty,...
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Keywords:
FDI;
Economic History;
Business History;
Industrial Organization;
Chinitz;
Agglomeration;
Clusters;
Cities;
Mines;
Globalization;
Entrepreneurship;
Government and Politics;
Banking Industry;
Banking Industry;
Banking Industry;
Banking Industry;
Banking Industry;
Africa;
Asia;
Europe;
Latin America;
Middle East;
North and Central America;
South America
Jones, Geoffrey. Entrepreneurship and Multinationals: Global Business and the Making of the Modern World. Northampton, MA: Edward Elgar Publishing, 2013.
- April 2002
- Background Note
Local Institutions and Global Strategy
By: Tarun Khanna
Explores how location affects a firm's strategy and identifies the different ways location affects industry structure, choice of a firm's position, and the sustainability of that position. The intellectual foundations lie in an appreciation of institutional economics....
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Keywords:
Global Range;
Global Strategy;
Product Positioning;
Market Transactions;
Industry Structures;
Negotiation Deal;
Organizational Design;
Outcome or Result;
Strategic Planning
Khanna, Tarun. "Local Institutions and Global Strategy." Harvard Business School Background Note 702-475, April 2002.
- September 2014
- Module Note
The Development of the Markets for Natural, Organic, and Health Foods in the U.S.
By: Mukti Khaire and Eleanor Kenyon
Discourses on the links between eating, health, and social standing in America have deep roots. As mechanisms of food production, distribution and storage were developed in the nineteenth century, Americans began receiving information about what to and not-to eat, from...
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Khaire, Mukti, and Eleanor Kenyon. "The Development of the Markets for Natural, Organic, and Health Foods in the U.S." Harvard Business School Module Note 815-054, September 2014.
- 2020
- Chapter
The International Origins and Global Aspirations of Chinese Universities: Along the New Silk Road
By: William C. Kirby
Kirby, William C. "The International Origins and Global Aspirations of Chinese Universities: Along the New Silk Road." Chap. 1 in China and Europe on the New Silk Road: Connecting Universities Across Eurasia, edited by Marijk C. van der Wende, William C. Kirby, Nian Cai Liu, and Simon Marginson, 18–32. Oxford University Press, 2020.
- 2022
- Working Paper
Capitalism and Global Governance in Business History: A Roundtable Discussion
By: Sabine Pitteloud, Grace Ballor, Patricia Clavin, Nicolás M. Perrone, Neil Rollings and Quinn Slobodian
This working paper brings together a diverse group of scholars to discuss the historiography of capitalism, business history and global governance and lay the foundations for further research in this area. Grace Ballor and Sabine Pitteloud open the discussion with a...
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Keywords:
Capitalism;
Business History;
Multinational Corporation;
Business And Government Relations;
Business And Society;
Business And The Environment;
International Relations;
Regulation;
Business Interest Association;
Lobbying;
Private Governance;
State-business Relations;
Political Risk;
Neo-Liberalism;
Governance;
Globalized Firms and Management;
Government and Politics
Pitteloud, Sabine, Grace Ballor, Patricia Clavin, Nicolás M. Perrone, Neil Rollings, and Quinn Slobodian. "Capitalism and Global Governance in Business History: A Roundtable Discussion." Harvard Business School Working Paper, No. 22-081, June 2022.
- November 2015
- Case
Rubicon Global
By: William A. Sahlman and Hunter Ashmore
The case describes Rubicon Global, a startup that aimed to disrupt the waste management industry. The company started with a bold idea: create a cloud-based, full-service waste management company providing low-cost, highly efficient, and environmentally friendly...
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Keywords:
Entrepreneurial Finance;
Rubicon;
Rubicon Global;
Waste Management;
Startups;
Disruptive Technology;
Technological Innovation;
Disruptive Innovation;
Market Entry and Exit;
Entrepreneurship;
Wastes and Waste Processing;
Business Startups;
Corporate Finance;
Service Industry
Sahlman, William A., and Hunter Ashmore. "Rubicon Global." Harvard Business School Case 816-015, November 2015.
- 1986
- Chapter
Three Roles of International Marketing in Global Strategy
By: Hirotaka Takeuchi and Michael E. Porter