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  • December 1992 (Revised November 1994)
  • Case

Becton Dickinson Division: Marketing Organization

By: Frank V. Cespedes
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details
Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry
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Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.)
  • September 1995 (Revised October 1995)
  • Case

Transcape Systems: Creating a Market

Entrepreneurial companies must overcome substantial barriers to create markets for innovative products in industries reluctant to embrace change. Transcape Systems faces this callenge as it attempts to create a market for interactive multimedia software in the... View Details
Keywords: Market Entry and Exit; Applications and Software; Entrepreneurship; Business Startups; Product Marketing; Information Technology Industry; Entertainment and Recreation Industry; Health Industry
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Kosnik, Thomas J., and Dave Frampton. "Transcape Systems: Creating a Market." Harvard Business School Case 596-047, September 1995. (Revised October 1995.)
  • 2003
  • Other Unpublished Work

Capital Market Intermediaries: Summary Observations on a Workshop Held at Harvard Business School

By: D. B. Crane, J. O. Light, K. G. Palepu and A. F. Perold
Keywords: Capital Markets
Citation
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Crane, D. B., J. O. Light, K. G. Palepu, and A. F. Perold. "Capital Market Intermediaries: Summary Observations on a Workshop Held at Harvard Business School." May 2003.
  • Article

Stakeholder Marketing 2.0

As more companies pursue "open innovation" and adopt social networking and Web 2.0 tools, there is an emerging opportunity for them to connect with a diverse body of stakeholders and incorporate their interests and ideas. However, this also introduces many new... View Details
Keywords: Social and Collaborative Networks; Business and Stakeholder Relations
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Chakravorti, Bhaskar. "Stakeholder Marketing 2.0." Journal of Public Policy & Marketing 29, no. 1 (Spring 2010): 97–102.
  • 03 Feb 2003
  • Research & Ideas

Homeland Security: A Ready-made Market

panelists at Harvard Business School's Cyberposium 2003 to address the technology trends, developing markets, and pressing concerns of a swiftly developing market. At this point, panelists agreed little new innovation is necessary.... View Details
Keywords: by Julia Hanna; Service
  • March 2014 (Revised January 2017)
  • Case

From Beijing Jeep to ASC Fine Wines: The Story of an American Family Business in China

By: William C. Kirby and Erica M. Zendell
In 1985, Don St. Pierre Sr. became President of Beijing Jeep, the troubled joint venture between American Motor Corporation and the Chinese government to build Jeep Cherokees in China. Just over a decade later in 1996, leveraging contacts from his time in the... View Details
Keywords: Entrepreneurship In Emerging Markets; China; Joint Ventures; Wine Industry; International Entrepreneurship; International Business; Exports; Chinese Manufacturing; Business And Government Relations; Ownership Stake; Strategy; Operations; Auto Industry; Food and Beverage Industry; China
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Kirby, William C., and Erica M. Zendell. "From Beijing Jeep to ASC Fine Wines: The Story of an American Family Business in China." Harvard Business School Case 314-053, March 2014. (Revised January 2017.)
  • 2022
  • Book

Purpose + Profit: How Business Can Lift Up the World

By: George Serafeim
The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

We not only... View Details
Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation
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Serafeim, George. Purpose + Profit: How Business Can Lift Up the World. New York: HarperCollins Leadership, 2022.
  • August 2017
  • Case

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas
This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details
Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States
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Bartlett, Christopher A., Rachel Gordon, and John J. Lafkas. "RoboTech: Storming into the U.S. Market." Harvard Business School Brief Case 918-501, August 2017.
  • 2008
  • Blog

Harvard Business Online—Marketing Know:How: How Marketing the American Dream Caused Our Economic Crisis

By: John A. Quelch
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Quelch, John A. "How Marketing the American Dream Caused Our Economic Crisis." Harvard Business Online—Marketing Know:How (blog). October 27, 2008. https://hbr.org/2008/10/the-current-economic-crisis-ha.
  • October 1978 (Revised March 1987)
  • Background Note

Note on Market Definition and Segmentation

Outlines the problems involved in defining "markets" for purposes of 1) developing competitive strategies, 2) measuring market share, and 3) evaluating the extent of competition. The primary focus is on strategic planning--specifically, the questions of delimiting the... View Details
Keywords: Strategic Planning; Markets; Segmentation
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Buzzell, Robert D. "Note on Market Definition and Segmentation." Harvard Business School Background Note 579-083, October 1978. (Revised March 1987.)
  • 12 Mar 2006
  • Research & Ideas

New Research Explores Multi-Sided Markets

Andrei Hagiu is on the vanguard of a new field of business research that explores the dynamics of multi-sided markets. Although these markets have been around a long time, they have not really been... View Details
Keywords: by Sean Silverthorne; Technology
  • Research Summary

Public Policy and Markets

By: Willis M. Emmons
William (Willis) M. Emmons III is investigating the interaction of public policy, markets, business strategy, and performance at the levels of firm, industry, and society. Emmons' approach draws heavily on economic theories of industrial organization, market failure,... View Details
  • May 2000
  • Case

CMGI: Organizational and Market Innovation

By: Josh Lerner
CMGI is considering acquiring yesmail, an e-mail marketing firm. In assessing the potential acquisition, it must assess the fit with its own organization, which consists of a unique blend of venture capital investments and publicly traded subsidiaries. View Details
Keywords: Innovation and Invention; Organizational Change and Adaptation; Mergers and Acquisitions; Organizational Structure; Venture Capital; Business Subsidiaries
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Lerner, Josh. "CMGI: Organizational and Market Innovation." Harvard Business School Case 200-064, May 2000.
  • September 2013 (Revised June 2019)
  • Case

Marquee: Reinventing the Business of Nightlife

By: Anita Elberse, Ryan Barlow and Sheldon Wong
In January 2013, nightlife impresarios Jason Strauss and Noah Tepperberg are celebrating the re-opening of their famed New York City–based nightclub Marquee. While most clubs are over within their first one and a half years, Strauss and Tepperberg managed to keep... View Details
Keywords: Creative Industries; Nightlife; Service Management; Entertainment; Fashion; Celebrities; Event Marketing; Risk Management; Customer Relationship Management; Change Management; Supply Chain Management; Music Entertainment; Product Marketing; Entertainment and Recreation Industry; Las Vegas
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Elberse, Anita, Ryan Barlow, and Sheldon Wong. "Marquee: Reinventing the Business of Nightlife." Harvard Business School Case 514-028, September 2013. (Revised June 2019.)
  • March 2009 (Revised October 2009)
  • Case

CalPERS' Emerging Equity Markets Principles

By: Robert G. Eccles and Aldo Sesia
The California Public Employees' Retirement System (CaIPERS)—the largest public pension fund in the U.S.—had adopted a new principles-based approach to investing in emerging market equities in November 2007. Previously, CalPERS internal and external money managers were... View Details
Keywords: Values and Beliefs; Investment Return; Investment Funds; Investment Portfolio; Emerging Markets; Corporate Social Responsibility and Impact; Value; Financial Services Industry; Public Administration Industry; China; California
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Eccles, Robert G., and Aldo Sesia. "CalPERS' Emerging Equity Markets Principles." Harvard Business School Case 409-054, March 2009. (Revised October 2009.)
  • 2017
  • Book

Global Marketing Management: A Casebook

By: John A. Quelch

During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details

Keywords: Marketing; Management; Globalization; Competitive Strategy
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Quelch, John A. Global Marketing Management: A Casebook. 6th ed. Redding, CA: BVT Publishing, 2017.
  • Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details
  • 11 Feb 2008
  • Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research... View Details
Keywords: by Sean Silverthorne
  • May 2012
  • Case

Evergreen Natural Markets 2012

By: Rosabeth M. Kanter and Paul S. Myers
Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details
Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States
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Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
  • 12 Nov 2008
  • Research & Ideas

The Marketing of a President

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business... View Details
Keywords: by John Quelch
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