Publications

July 1996 (Revised January 1998)
Case

Vietnam: Market Entry Decisions

The management of three U.S. multinationals have to decide whether to enter the Vietnam market and, if so, how. View Details

Keywords: Multinational Firms and Management; Market Entry and Exit; Emerging Markets; Viet Nam; United States

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

Businesses rely on solid marketing strategies to boost sales—yet the tools used to evaluate these strategies often provide misleading results, leaving managers with the inability to accurately measure how they can get the best bang for... View Details

Keywords: by Dina Gerdeman

April 2021
Background Note

HEAD vs. LEAD: Disruptions Originating at the High- vs. Low-End of the Market

By: Elie Ofek, Olivier Toubia and Didier Toubia

Twenty five years after it was initially proposed, Clay Christensen’s theory of disruptive innovation continues to be a major reference for entrepreneurs, corporate innovators, and investors. However, the term “disruptive innovation” is often used in ways and contexts... View Details

Keywords: Market Entry; New Product Management; Targeting; Disruptive Innovation; Market Entry and Exit; Entrepreneurship; Product; Management; Innovation Strategy; Technology

June 17, 2016
Comment

Companies Need to Start Marketing Security to Customers

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

Read Now

July 1988 (Revised October 1992)
Exercise

Sellars' Market

By: David E. Bell

A shop owner has limited shelf space for display of impulse purchase products near the cash register. He must select only nine to display. Exercise shows the relevance of opportunity cost or resource pricing. By setting an appropriate charge for the shelf space the... View Details

Keywords: Marketing

February 2020 (Revised April 2020)
Case

Building Uzbekistan's Capital Market

By: Jonas Heese and Botir Kobilov

In December 2019, Atabek Nazirov, head of Uzbekistan’s capital market regulatory agency, prepared the release of Uzbekistan’s capital market strategy. As Nazirov was getting ready to release the strategy, he reflected on the first year of his tenure and the steps... View Details

Keywords: Capital Markets; Strategy; Central Asia; Uzbekistan

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

October 11, 2005
Article

Ambidextrous Marketing

Read Now

July 1993
Supplement

Marketing Management--1993

October 1992 (Revised December 1992)
Case

Marketing Massachusetts

01 Jun 1996
News

Reinventing Marketing

The following article is the fifth in a series on the activities and research taking place in each academic unit at HBS. "With the time-honored marketing maxim "the customer is king" now reverberating throughout all parts of the firm, the... View Details

Keywords: Mary Jane Higgins; Illustration by Peter Hoey

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)

February 2006 (Revised September 2007)
Background Note

Winner-Take-All in Networked Markets

By: Thomas R. Eisenmann

Discusses platform structure in new networked markets, that is, whether a market that exhibits network effects will be served by a single platform or by rival platforms. Defines "platforms" and "platform structure"; describes factors that influence the odds that a... View Details

Keywords: Forecasting and Prediction; Growth Management; Network Effects; Digital Platforms; Internet and the Web

TeachingInterests

MBA Required Curriculum Marketing

Marketing

The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details

Article

Foreseeing Marketing

By: R. Deshpande

Keywords: Forecasting and Prediction; Marketing

14 Feb 2011
News

Clay Christensen's Milkshake Marketing

January 2012 (Revised March 2014)
Module Note

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna

The last thirty years have seen the widespread embrace of market capitalism as not only a highly efficient form of economic organization but also as one that best meets the diversity of human preferences. In large, complex societies, an increasing body of theoretical... View Details

Keywords: Economic Systems; Management