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

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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

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)

2022
Working Paper

Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking

By: John William Hatfield and Jonathan Wallen

We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets. We show, in a simple theoretical model, that such overlapping relationships... View Details

Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition

July–August 1983
Article

End-Game Strategies for Declining Industries

By: Kathryn Rudie Harrigan and M. E. Porter

Many companies are faced with declining product demand beyond their control. A study of the strategies of over 95 companies that confronted declining markets suggests that companies can often be very successful if they analyze all the characteristics that shape... View Details

Keywords: Strategy; Business Ventures

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November–December 2013
Article

The Dynamic Effects of Bundling as a Product Strategy

By: Timothy Derdenger and Vineet Kumar

Several key questions in bundling have not been empirically examined: Is mixed bundling more effective than pure bundling or pure components? Does correlation in consumer valuations make bundling more or less effective? Does bundling serve as a complement or substitute... View Details

Keywords: Product Strategy; Bundling; Complementary Goods; Marketing; Strategy; Video Game Industry

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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

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 2012
Teaching Note

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

By: Karthik Ramanna and Gwen Yu

12 Mar 2008
Working Paper Summaries

Allocating Marketing Resources

Keywords: by Sunil Gupta & Thomas J. Steenburgh

2010
Simulation

Marketing Simulation: Managing Segments and Customers

By: Das Narayandas

In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details

Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry

Research Summary

Mastering Strategy Execution

By: Robert Simons

Professor Robert Simons’ research encompasses three areas of management accountability that are the foundation for successful strategy execution: organization design, performance measurement and control, and risk management. In addition, Simons is interested in the... View Details

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

November 1990 (Revised September 1991)
Case

First Chicago Corp.: Corporate Strategy

Lays out the business challenges facing First Chicago Corp. in 1986: the banking industry has been deregulated, many corporations are bypassing banks in their search for capital, and foreign competition has increased. Their traditional market--corporate banking--has... View Details

Keywords: Restructuring; Investment Banking; Corporate Strategy; Emerging Markets; Commercial Banking; Banking Industry; United States

19 Apr 2021
Podcast

72. Making Your Own Luck in Emerging Economies: Innovative Strategies for Creating New Markets

In this episode, Efosa Ojomo returns to The Disruptive Voice to discuss his latest research at The Christensen Institute’s Global Prosperity group. He and his colleague, Lincoln Wilcox, recently published a report highlighting six innovative strategies for creating new... View Details

October 2002 (Revised November 2003)
Case

Wal-Mart Neighborhood Markets

By: David E. Bell, Jeffrey M. Feiner and Iris T. Li

Wal-Mart has been growing at 15% per year for the last 10 years. Can it keep growing at that rate for the next 10 years? CEO Lee Scott reflects on his strategy for achieving such growth, relying on a combination of supercenters, neighborhood markets, and international... View Details

Keywords: Growth and Development; Leadership; Growth and Development Strategy; Marketing; Strategy; Retail Industry; United States

2022
Working Paper

Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories

By: Rory McDonald

For a new market category to materialize, someone must actively bring it into existence. Yet it remains a mystery how entrepreneurs, whose resources are stretched thin, can accomplish this task. Prior research emphasizes the importance of market-shaping... View Details

Keywords: Nascent Markets; New Categories; Innovation; Qualitative Methods; Emerging Markets; Strategy; Cultural Entrepreneurship; Innovation and Invention

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 2010
Case

Corporate Strategy at Berkshire Partners

By: Julie M. Wulf and Scott Waggoner

The managing directors of Berkshire Partners, a mid-sized private equity firm, address strategic and organizational challenges in response to turbulent market conditions, rapid firm growth, and the transition of leadership from its founding partners to the next... View Details

Keywords: Private Equity; Management Teams; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Competitive Advantage; Corporate Strategy; Financial Services Industry; Boston

October 1993 (Revised September 1994)
Case

Catalina Marketing Corp.

By: David E. Bell, Walter J. Salmon and Dinny Starr

Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details

Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry

June 1999 (Revised June 2000)
Case

Robert Mondavi: Competitive Strategy

By: Michael E. Porter and Gregory C Bond

Describes the competitive situation facing Robert Mondavi, the leading premium California winery. Mondavi has been an industry innovator and has recently taken steps to become more international. Mondavi has to cope with growing domestic competition as well as market... View Details

Keywords: Global Strategy; Technological Innovation; Business or Company Management; Growth and Development Strategy; Growth Management; Industry Structures; Strategy; Competitive Strategy; Competitive Advantage; Food and Beverage Industry; California; Australia; Chile

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