Publications

August 1986 (Revised June 1987)
Case

Lotus Development Corporation: Entering International Markets

By: David B. Yoffie and John J. Coleman

Lotus 1-2-3 exploded on the American market in the spring of 1983. Nine months later Jim Manzi, vice president of marketing, hired Chuck Digate to develop an international strategy for Lotus. Case explores Lotus' rapid rise to the top of the software market in the... View Details

Keywords: Market Entry and Exit; Applications and Software; Global Strategy; Management Teams; Information Technology Industry; United States

Fall 2012
Article

Marketing and Public Policy: Transformative Research in Developing Markets

By: C. Shultz, Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar and A. Veeck

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers... View Details

Keywords: Demand and Consumers; Development Economics; Marketing Strategy; Emerging Markets

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... View Details

Keywords: Food Marketing; Food; Markets; Food and Beverage Industry; United States

September 2013 (Revised November 2013)
Case

Qatar: Energy for Development

By: Aldo Musacchio, Colin Donovan, Samir Mikati, Rami Sarafa and Abdulla AlMisnad

Despite being the richest country in the world on a per capita basis, for analysts Qatar belongs in the group of emerging markets considered "frontier markets." This case analyzes the strengths and weaknesses of the development strategy of this small country as set... View Details

Keywords: Frontier Markets; State-owned Enterprises; State Capitalism; Sovereign Wealth Funds; Economic Development; Sovereign Finance; State Ownership; Development Economics; Energy Industry; Middle East; Qatar

1990
Published Proceedings

Enhancing Knowledge Development in Marketing

By: A. Parasuraman, William Bearden, Rohit Deshpandé, Valerie S. Folkes, Thomas J. Madden, David W. Stewart, Rajan Varadarajan and William L. Wilkie

February 2016 (Revised April 2019)
Supplement

InsightSquared: Developing the Sales and Marketing Plan Courseware

By: Mark N. Roberge

These are Excel spreadsheets of Exhibit 3-6 from the InsightSquared: Developing the Sales and Marketing Plan case #816074. View Details

Keywords: Sales Strategy; Strategy; Sales

November 2022
Supplement

How is the e-bike market developing

By: Ramon Casadesus-Masanell

2003
Class Lecture

Sprint Selling and Turbo-Charged Market Development

By: Benson P. Shapiro

Keywords: Marketing Strategy

February 2016 (Revised August 2020)
Case

InsightSquared: Developing the Sales and Marketing Plan

By: Mark Roberge, Tom Eisenmann and Frank Cespedes

Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path... View Details

Keywords: Sales Planning; Applications and Software; Marketing; Sales; Planning; Growth and Development Strategy

14 Dec 2015
Working Paper Summaries

Business Groups Exist in Developed Markets Also: Britain Since 1850

Keywords: by Geoffrey Jones

2013
Tool

Harvard Business Review's Go to Market Tools: Market Sizing

By: Jill Avery and Thomas Steenburgh

Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details

Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing

2014
Other Teaching and Training Material

Marketing Reading: Segmentation and Targeting

By: Sunil Gupta

This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details

Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States

There is growing interest in impact investing, the idea of deploying capital to obtain both financial and social or environmental returns. Examination of every equity investment made by the International Finance Corporation, one of the largest and... View Details

2015
Working Paper

Business Groups Exist in Developed Markets Also: Britain Since 1850

By: Geoffrey Jones

Diversified business groups are well-known phenomena in emerging markets, both today and historically. This is often explained by the prevalence of institutional voids or the nature of government-business relations. It is typically assumed that such groups were much... View Details

Keywords: Business Groups; Business History; Economic History; Conglomerates; Entrepreneurship; Globalization; Management; Organizations; United Kingdom

SSRN

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September 2017 (Revised December 2019)
Case

Miami Price: Bidding on an Iconic Transit-Oriented Development Site

By: Charles F. Wu, Aaron Stolear, Vitali Bourchtein and Sayiddah Fatima McCree

13th Floor-Adler, a partnership of 13th Floor Investments and Adler Group, was compiling a response to a Miami-Dade County Request for Proposal (RFP). The RFP's prize was the opportunity to develop a 7.5+/- acre parking lot, adjacent to a heavy-rail rapid transit... View Details

Keywords: Land Valuation; Real Estate Development; Real Estate; Land Markets; Land Investment; Property; Design; Valuation; Real Estate Industry; Miami

October 2012
Article

Target the Right Market

By: Jill Avery and Thomas Steenburgh

SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details

Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States

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April 1997
Article

New Product Development Structures and Time to Market

By: S. Datar, C. Jordan, S. Kekre, S. Rajiv and K. Srinivasan

Keywords: Product Development

Article

Market Integration in Developed and Emerging Markets: Evidence from the CAPM

By: Robert Bruner, Wei Li, Mark Kritzman, Simon Myrgren and Sebastien Page

Beta, as measured by the Capital Asset Pricing Model (CAPM), is widely used for pricing stocks, determining the cost of capital, and gauging the extent to which markets are integrated. The CAPM model assumes that equilibrium conditions prevail. The choice of which... View Details