Marketing Strategy - Publications - Faculty & Research - Harvard Business School

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March 2002
Background Note

Incentive Strategy Within Organizations

By: Brian J. Hall

This case serves as a supplement to any course on incentive design and implementation. The analysis first locates incentive strategy within the larger structure of organizations and markets and then helps to define the central components and difficulties of incentive... View Details

Keywords: Motivation and Incentives; Compensation and Benefits; Performance Evaluation; Strategy; Situation or Environment; Problems and Challenges

April 2013
Article

First-Party Content and Coordination in Two-Sided Markets

By: Andrei Hagiu and Daniel Spulber

The strategic use of first-party content by two-sided platforms is driven by two key factors: the nature of buyer and seller expectations (favorable versus unfavorable) and the nature of the relationship between first-party content and third-party content (complements... View Details

Keywords: Two-sided Platforms; Platform Strategy; Technology; Information Technology; Performance Expectations; Strategy; Digital Platforms

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April 2012 (Revised March 2014)
Case

Social Strategy at Nike

By: Mikolaj Jan Piskorski and Ryan Johnson

Nike, which first started experimenting with social media and networking in 2004, has been consistently reducing its spending on traditional advertising. Yet, Nike has not pulled back on its overall marketing budget, instead opting to focus on "nontraditional"... View Details

Keywords: Strategy; Advertising Campaigns; Social and Collaborative Networks; Online Advertising; Apparel and Accessories Industry; Sports Industry

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either... View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

January 2015 (Revised July 2019)
Case

Rebranding Godiva: The Yıldız Strategy

By: Rohit Deshpande and Esel Çekin

This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying... View Details

Keywords: Branding; Internationalization; Provenance Paradox; Acquisitions; Positioning; Innovation; Customer-centricity; Brands and Branding; Marketing Strategy; Emerging Markets; Product Positioning; Change Management; Innovation and Management; Customer Focus and Relationships; Food and Beverage Industry; North America; Turkey; Japan

October 1992 (Revised September 1993)
Case

Nopane Advertising Strategy

By: David E. Bell

Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment to determine whether ad copy should be emotional-based or rational-based. The data and associated regression results... View Details

Keywords: Competition; Intellectual Property; Advertising; Health Care and Treatment; Brands and Branding; Product Marketing; Pharmaceutical Industry; United States

May 2009 (Revised January 2011)
Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web

January 2019
Case

Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details

Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy

July 1999 (Revised March 2003)
Background Note

Marketing Strategy--An Overview

By: E. Raymond Corey

An elementary treatment of all aspects of marketing strategy. Intended as a supplement to case discussions in the early stages of an introductory marketing course. A rewritten version of an earlier note. View Details

Keywords: Marketing Strategy

January 2024
Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred

Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details

Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona

September 2014 (Revised January 2017)
Teaching Note

Access Health CT: Marketing Affordable Care (A) & (B)

By: John A. Quelch

Keywords: Affordable Care Act (ACA); Marketing Communications; Market Segmentation; Marketing Management; Startup Management; Analysis; Innovation and Invention; Marketing; Measurement and Metrics; Outcome or Result; Performance; Strategy; Health Industry; Insurance Industry; North and Central America

10 Nov 2003
Research & Ideas

Globalization: The Strategy of Differences

77 percent of its profits from outside North America. But Goizueta's strategy soon ran into trouble, due in large part to the Asian currency crisis. By the end of 1999, when Douglas Daft took the reins, earnings had slumped, and Coke's... View Details

Keywords: by Pankaj Ghemawat

12 Mar 2008
Working Paper Summaries

Allocating Marketing Resources

Keywords: by Sunil Gupta & Thomas J. Steenburgh

October 2016 (Revised December 2016)
Module Note

Strategy Execution Module 6: Evaluating Strategic Profit Performance

By: Robert Simons

This module reading demonstrates how to calculate and analyze the profit generated by different business strategies. Formulas and examples are provided to calculate profit generated by changes in market share, revenue growth, efficiency improvements, and support costs.... View Details

Keywords: Management Control Systems; Implementing Strategy; Execution; Evaluating Business Performance; Profitability Analysis; Variance Analysis; Measuring Effectiveness; Measuring Efficiency; Activity-Based Costing; Flexible Budget; Accounting; Strategy

Web

Marketing - Doctoral

Marketing The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems centered on the immediate and... View Details

June 2012
Teaching Note

China or the World? A Financial Reporting Strategy for Hong Kong's Capital Markets (TN)

By: Karthik Ramanna and Gwen Yu

September 1998
Case

McDonald's: International Expansion Strategy

By: Gary W. Loveman and Sabina M. Ciminero

James Cantalupo, CEO of McDonald's International, and top management have a few months to decide how the McDonald's brand should be transferred into India. Faced with the challenges presented by the Indian market--80% of Indians are Hindus and cherish cows as sacred... View Details

Keywords: Globalized Firms and Management; Expansion; Brands and Branding; Strategy; Cross-Cultural and Cross-Border Issues; Service Industry; Food and Beverage Industry; United States; India

February 1997 (Revised March 1998)
Case

European Bank for Reconstruction and Development in 1997, The: Defining a Market Exit Strategy

By: Michael Y. Yoshino and Carin-Isabel Knoop

Keywords: Banks and Banking; Market Entry and Exit; Strategy; Banking Industry; Europe

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Fall 2012
Article

Innovation Strategy and Entry Deterrence

By: Ozge Turut and Elie Ofek

We model an incumbent's decision to pursue radical or incremental innovation when facing a rival entrant. The radical innovation may yield lucrative financial returns but entails significant technological and market-related uncertainties. It is also particularly... View Details

Keywords: Competition; Innovation Strategy; Risk and Uncertainty; Markets; Mathematical Methods

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April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

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