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Show Results For

  • All HBS Web  (399)
    • News  (49)
    • Research  (309)
    • Events  (1)
    • Multimedia  (2)
  • Faculty Publications  (151)
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  • 05 May 2003
  • Research & Ideas

How Bank of America Turned Branches into Service-Development Laboratories

research. Every potential experiment was entered into an "idea portfolio," a spreadsheet that described the experiment, the process or problem it addressed, the customer segments it targeted, and... View Details
Keywords: by Stefan Thomke; Banking; Financial Services
  • November 2008 (Revised November 2008)
  • Case

Cyworld: Creating and Capturing Value in a Social Network

By: Sunil Gupta and Sangman Han
In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details
Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea
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Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
  • 15 Apr 2002
  • Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

decision-making process—color, feel, and fit—are difficult, if not impossible, to communicate "virtually." Moreover, unlike books, music, and consumer electronics, the difficulty in describing the product cannot be offset easily with View Details
Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail
  • 14 Feb 2005
  • Research & Ideas

The World in Your Palm?

student to chief executive officer also makes it difficult for device makers to segment the market as cleanly as, say, PC companies are able to do, DelBene said. "Companies are spending a lot of time trying to figure out where the... View Details
Keywords: by Sean Silverthorne
  • 18 Mar 2009
  • Research & Ideas

Marketing After the Recession

closely to your customers and revise your market segmentation assumptions. Assess your target customers' trust in your brand. Clearly, trust in financial services brands has taken a beating. Many well-known... View Details
Keywords: by John Quelch; Retail
  • 15 Nov 2010
  • Lessons from the Classroom

Connecting Goals and Go-To-Market Initiatives

the industry you compete in, the market segments where you do (and do not) choose to play, and the nature of the customers that you sell and service. These factors help to determine required sales tasks—that... View Details
Keywords: by Sean Silverthorne; Retail
  • 20 Dec 2004
  • Research & Ideas

How an Order Views Your Company

Thanks to the Internet, customer management software, and the success of Dell, the concept of order management and customer focus has proven profitable for those companies that have embraced it. They... View Details
Keywords: by Sarah Jane Johnston
  • 11 Sep 2000
  • Research & Ideas

Riding the Internet Fast Track

professor Tom Eisenmann, who also serves on the board of OneMain.com, one of the nation's ten largest Internet service providers, and on the advisory boards of many Internet start-ups. Eisenmann's definition of the get-big-fast strategy includes three criteria: massive... View Details
Keywords: by Peter Jacobs
  • 20 Mar 2018
  • First Look

First Look at New Research and Ideas, March 20, 2018

just for African-Americans and women; they’re essential for any manager who recognizes that an organization’s diversity is its strength. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54215 The Customer May Not Always... View Details
Keywords: Sean Silverthorne
  • 19 Nov 2014
  • HBS Case

Marketing Marijuana

segment shows different dynamics in terms of its sensitivity to price, marketing, and convenience. Medicinal consumers, for example, do not care so much about variety. "Once you find the strain and supply source that best alleviates... View Details
Keywords: by Michael Blanding; Food & Beverage
  • 26 Jul 2006
  • Research & Ideas

The Strategic Way to Go to Market

more vehicles than they can sell and—unable to make money from new cars—turn to service and trade-ins to eke out margins. And at the bottom of the chain are customers trapped in high-pressure negotiations for a car that isn't the exact... View Details
Keywords: by Sean Silverthorne
  • October 2008
  • Class Lecture

Marketing as Competitive Advantage: Fundamentals

By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details
Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation
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Narayandas, Das, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu, and Marta Wosinska. "Marketing as Competitive Advantage: Fundamentals." Harvard Business School Class Lecture 509-719, October 2008.
  • 09 Jul 2018
  • Research & Ideas

Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)

who said, “If you are not segmenting, you are not thinking.” He takes it one step further. “In the history of business since the Phoenicians, a market has never bought anything,” Cespedes says. “Only specific customers buy things. View Details
Keywords: by Michael Blanding; Technology; Consumer Products; Electronics; Industrial Products; Information Technology; Manufacturing; Medical Devices & Supplies; Retail
  • 04 May 2020
  • Research & Ideas

Predictions, Prophets, and Restarting Your Business

awareness of cybersecurity issues. Combined with the ability to block ads, the growing costs of acquiring customers online, the experience of “Zoombombing,” and controls on consumer data by EU regulators and others, it’s unclear how much... View Details
Keywords: by Frank V. Cespedes
  • September 2009
  • Teaching Note

HubSpot: Inbound Marketing and Web 2.0 (TN)

By: Thomas J. Steenburgh and Jill Avery
Teaching Note for 509-049. View Details
Keywords: Customer Satisfaction; Technology Adoption; Internet and the Web; Blogs; Media; Markets; Segmentation; Price; Decision Choices and Conditions; Marketing Strategy; Information Technology Industry
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Steenburgh, Thomas J., and Jill Avery. "HubSpot: Inbound Marketing and Web 2.0 (TN)." Harvard Business School Teaching Note 510-043, September 2009.
  • 03 Mar 2015
  • First Look

First Look: March 3

that covers all the procedures, tests, drugs, devices, and services involved in inpatient, outpatient, and rehabilitative care for a patient's medical condition. For chronic conditions and primary care, a bundled payment is a single payment to cover the care for the... View Details
Keywords: Sean Silverthorne
  • 11 Jul 2006
  • First Look

First Look: July 11, 2006

two distinct customer segments. The new format was a departure from Best Buy's winning formula and required adjustments in interactions between various parts of the Best Buy organization, including a new set of View Details
Keywords: Sean Silverthorne
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

Text-mining technologies can now help companies listen to their customers better than ever... My advice: 'Don't let your competitors listen to your clients; do it yourself first.'" Andrea Learned pointed out, "Eventually, those... View Details
Keywords: by James Heskett
  • 29 Jun 2015
  • HBS Case

Consumer-centered Health Care Depends on Accessible Medical Records

2,000 data points on each of its 2.2 million patients, including clinical data, medication use, education, socioeconomic factors, and consumer spending information to segment patients into groups, such as "high risk of cancer,"... View Details
Keywords: by Dina Gerdeman; Health; Technology
  • 04 Nov 2008
  • First Look

First Look: November 4, 2008

The carbon market has emerged in response to concerns about global climate change. This note characterizes the market in 2008, describing each segment and how it operates. Purchase this note: http://harvardbusinessonline.hbsp.harvard.edu/... View Details
Keywords: Martha Lagace
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