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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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- 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
- January 2000
- Case
Talbots - A Classic
By: V. Kasturi Rangan and Marie Bell
This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself and faces several growth opportunities and must decide on the... View Details
Keywords: Customer Focus and Relationships; Decisions; Crisis Management; Product Positioning; Problems and Challenges; Segmentation; Fashion Industry
Rangan, V. Kasturi, and Marie Bell. "Talbots - A Classic." Harvard Business School Case 500-082, January 2000.
- 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
- 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
- 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
- 19 Mar 2008
- Research & Ideas
Finding Success in the Middle of the Market
provider of premium-priced products tailored to a particular customer segment, or you have to shoot for scale, using low prices and volume purchasing to attract a mass market and drive down your cost structure. Midfield has been... View Details
- 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
- 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
- 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
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.)
- 21 May 2007
- Research & Ideas
Fixing the Marketing-CEO Disconnect
In most companies, no one knows and understands your customers and their changing needs better than the marketing department. Certainly that knowledge should be routinely presented and understood by the chief executive and board of... View Details
Keywords: by Sean Silverthorne
- 18 Jun 2001
- Research & Ideas
Tech Investment the Wise Way
will gain and hold advantage over rivals. Defining a business model to commercialize a new technology begins with articulating a value proposition inherent in the new technology. The model must also specify a group of customers or a... View Details
- 16 Jul 2014
- HBS Case
Marketing Obamacare
segment consumers into four different groups: Confident Rejecters, Cautious Optimists, Stoic Skeptics, and Stressed and Strained. The agency then created different messages for each one—for example, emphasizing affordability for the... View Details
- 30 Dec 2013
- Research & Ideas
Most Popular Articles of 2013
of reader e-mails, Jim Heskett wonders whether the term "servant leadership" is an oxymoron? Clay Christensen's Milkshake Marketing About 95 percent of new products fail. The problem often is that their creators are using an ineffective market View Details
Keywords: by Staff
- 28 Aug 2007
- First Look
First Look: August 28, 2007
large economies for the 2001 to 2005 period. We investigate reasons why Chinese firms are more diversified than companies elsewhere. Design/methodology/approach—We collect data on the number of business segments in which publicly traded... View Details
Keywords: Martha Lagace
- 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
- 07 Mar 2005
- Research & Ideas
The Rise of Innovation in Asia
industry, and even a country to the head of the class almost overnight, said Kiyotaka Fujii, president and CEO of SAP Japan Co., Ltd. That lesson was learned by Japan in the 1980s, when it was rising to prominence in some segments of the... View Details
Keywords: by Sean Silverthorne
- 02 Mar 2015
- Research & Ideas
Retail Reaches a Tipping Point—Which Stores Will Survive?
clear: many retail segments are under assault by cheaper, more convenient retailers selling online. "The surprising thing is that despite the success of lots of big businesses in having developed Internet businesses, despite the fact that... View Details
- 23 Mar 2020
- Research & Ideas
Product Disasters Can Be Fertile Ground for Innovation
to answer: Would negative publicity from the accident affect future innovation in that segment of the medical device industry? Would people’s perception of safety issues reduce demand for products using radiation? Do accidents chill... View Details
- 20 Nov 2000
- Research & Ideas
Moving from Supply Chains to Supply Networks
successful firms. Some firms have completely changed the competitive dynamics of their industries because of the kind of competitive advantage they've been able to gain in the supply chain. Wal-Mart, of course, is the obvious one. The impact of their ability to get... View Details
Keywords: by Staff
- 02 Jan 2012
- Research & Ideas
Most Popular Articles of 2011
Christensen's Milkshake Marketing (24,877) http://hbswk.hbs.edu/item/6496.html Published: February 14, 2011 About 95 percent of new products fail. The problem often is that their creators are using an ineffective market segmentation... View Details
Keywords: by Staff