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Show Results For
- All HBS Web
(437)
- News (34)
- Research (380)
- Multimedia (3)
- Faculty Publications (343)
- June 1994
- Background Note
Scope and Challenge of Business-to-Business Marketing
Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details
Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology
Rangan, V. Kasturi. "Scope and Challenge of Business-to-Business Marketing." Harvard Business School Background Note 594-125, June 1994.
- July 1993
- Supplement
Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution
Rangan, V. Kasturi. "Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution." Harvard Business School Video Supplement 593-515, July 1993.
- March 1991 (Revised May 1991)
- Case
TBIRD: The Thai Business Initiative in Rural Development
During the period of 1987 to 1990, while Thailand had one of the fastest growing economies in the world (average growth rate of 12%), the income disparity between its rural and urban population (especially Bangkok City) was growing increasingly worse. Mechai... View Details
Rangan, V. Kasturi. "TBIRD: The Thai Business Initiative in Rural Development." Harvard Business School Case 591-099, March 1991. (Revised May 1991.)
- September 1986 (Revised November 1994)
- Case
Lotus Development Corp. Channel Choice: Direct vs. Distribution
Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to... View Details
Keywords: Cost vs Benefits; Marketing Channels; Distribution Channels; Sales; Software; Information Technology Industry; United States
Rangan, V. Kasturi. "Lotus Development Corp. Channel Choice: Direct vs. Distribution." Harvard Business School Case 587-078, September 1986. (Revised November 1994.)
- 21 Jan 2022
- News
Professor Kash Rangan: Enlightening
- 13 Sep 2011
- First Look
First Look: September 13
focused on opportunities at home in mainland China. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/311133-PDF-ENG Ford Motor Company: Strengthening the Dealer Network V. Kasturi Rangan, Katharine... View Details
Keywords: Sean Silverthorne
- 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)
Rangan, V. Kasturi, Anita Elberse, and Marie Bell. "Marketing New York City." Harvard Business School Case 506-022, April 2006. (Revised October 2008.)
- Article
How Direct-to-Consumer Brands Can Continue to Grow
By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details
Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy
Rangan, V. Kasturi, Daniel Corsten, Matt Higgins, and Leonard A. Schlesinger. "How Direct-to-Consumer Brands Can Continue to Grow." Harvard Business Review 99, no. 6 (November–December 2021): 101–109.
- 17 Jun 2014
- First Look
First Look: June 17
Publications August 2013 California Management Review What Impact? A Framework for Measuring the Scale & Scope of Social Performance By: Ebrahim, Alnoor, and V. Kasturi View Details
Keywords: Sean Silverthorne
- spring 1999
- Article
Case Study: FreeMarkets OnLine
Rangan, V. Kasturi. "Case Study: FreeMarkets OnLine." Journal of Interactive Marketing 13, no. 2 (spring 1999).
- March 2005 (Revised August 2019)
- Case
Cisco Systems: Managing the Go-to-Market Evolution
With the collapse of the dot-com market and related shrinkage in the high-tech industry, Cisco took a dip in its sales and profits in 2001. Coming back from the recession, Cisco had to manage and evolve its go-to-market strategy and design in keeping with its new... View Details
Keywords: Change Management; Design; Business Cycles; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Market Entry and Exit; Business Strategy
Rangan, V. Kasturi. "Cisco Systems: Managing the Go-to-Market Evolution." Harvard Business School Case 505-006, March 2005. (Revised August 2019.)
- May 2000 (Revised August 2000)
- Teaching Note
Egghead to Egghead.com (A) and (B) TN
Teaching Note for (9-599-093) and (9-500-099). View Details
Keywords: Retail Industry
- August 1999 (Revised October 2002)
- Teaching Note
Xerox: Book-in-Time TN
Teaching Note for (9-599-119). View Details
Keywords: Publishing Industry
- Article
Making Healthcare Affordable for All: A Proposed Model for Transferring Technology
Keywords: Information
Rangan, V. Kasturi. "Making Healthcare Affordable for All: A Proposed Model for Transferring Technology." Innovations: Technology, Governance, Globalization 1, no. 3 (Summer 2006): 42–47.
- May 1998
- Teaching Note
RCI Master Distributor: Evolution of Supplier Relationships TN
Teaching Note for (9-595-001). View Details
Keywords: Distribution Industry
- February 1996
- Teaching Note
Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN
- April 1995 (Revised November 1996)
- Teaching Note
Aravind Eye Hospital, Madurai, India: In Service for Sight TN
Teaching Note for (9-593-098). View Details
- August 1991 (Revised September 1994)
- Background Note
What Is Industrial Marketing?
Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details
Keywords: Customer Relationship Management; Innovation Strategy; Growth and Development Strategy; Marketing Channels; Marketing Strategy; Marketplace Matching; Organizational Change and Adaptation; Core Relationships; Industrial Products Industry; Manufacturing Industry
Rangan, V. Kasturi. "What Is Industrial Marketing?" Harvard Business School Background Note 592-012, August 1991. (Revised September 1994.)
- January 1991 (Revised February 1991)
- Teaching Note
Hewlett-Packard (A) and (B): Organizing New Product Sales Channels, Teaching Note
- January 1990
- Teaching Note
ROLM: The Sigma Introduction, Teaching Note
Teaching Note for (9-590-082). View Details