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Show Results For
- All HBS Web
(1,397)
- People (1)
- News (516)
- Research (674)
- Events (3)
- Multimedia (27)
- Faculty Publications (399)
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- October 2012
- Article
Target the Right Market
By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
- September 2019 (Revised January 2021)
- Case
Vispera: Visual Intelligence for Retail
By: Yael Grushka-Cockayne and Gamze Yucaoglu
The case opens in 2019 as Aytul Ercil, co-founder and CEO of Vispera, computer vision technology provider for retail, is contemplating the company’s agenda trying to decide how to prioritize the impeding options. The case chronicles the founding of Vispera, the... View Details
Keywords: Computer Vision Technology; Visual Analysis; Retail; Information Technology; Business Model; Operations; Performance Efficiency; Competitive Strategy; Decision Choices and Conditions; Global Strategy; Technology Industry; Retail Industry; Turkey
Grushka-Cockayne, Yael, and Gamze Yucaoglu. "Vispera: Visual Intelligence for Retail." Harvard Business School Case 620-022, September 2019. (Revised January 2021.)
- 01 May 2008
- Research & Ideas
The Marketing Challenges of the China Olympics
the Games by any company. Most consumers around the world do not let their political views affect their purchase decisions. However, we are likely to see Web sites promoting boycotts of Chinese brands such as Haier, TCL, and Lenovo. Late View Details
- July 2017 (Revised September 2017)
- Case
Donald Trump Calls Carrier Corporation
By: Andy Zelleke and Brian Tilley
This case examines the influence of political pressure on corporate decision-making. It questions whether fidelity to domestic operations ought to be a corporate social responsibility, and thus it challenges the limits of “social responsibility” as a corporate ideal.... View Details
Keywords: Corporate Social Responsibility; Board Decisions; Political Influence; Layoffs; Offshoring And Outsourcing; Manufacturing; United States; Mexico; Governing and Advisory Boards; Decision Making; Job Cuts and Outsourcing; Political Elections; Corporate Social Responsibility and Impact; Corporate Governance; Technology Industry; Manufacturing Industry; Connecticut; Indiana; Mexico
Zelleke, Andy, and Brian Tilley. "Donald Trump Calls Carrier Corporation." Harvard Business School Case 318-030, July 2017. (Revised September 2017.)
- March 2009 (Revised June 2010)
- Case
Neck & Neck: Leveraging the Club Neck Information
Commercial Director Prado wonders how to leverage the loyalty card information to prepare the fall 2008 budget. The case discusses the value of subjective and objective information for profit-planning purposes. Spanish children's apparel retailer Neck & Neck uses... View Details
Keywords: Customer Relationship Management; Profit; Knowledge Use and Leverage; Marketing; Consumer Behavior; Retail Industry
Martinez-Jerez, Francisco de Asis, Jasmijn Bol, Christopher Ittner, and Katherine Miller. "Neck & Neck: Leveraging the Club Neck Information." Harvard Business School Case 109-070, March 2009. (Revised June 2010.)
- February 1997 (Revised January 2002)
- Case
Launching the BMW Z3 Roadster
By: Robert J. Dolan and Susan M. Fournier
James McDowell, vice president of marketing at BMW North America, Inc., must design Phase II communication strategies for the launch of the new BMW Z3 Roadster. The program follows an "out-of-the-box" prelaunch campaign centered on the placement of the product in the... View Details
Keywords: Management Teams; Marketing Communications; Marketing Strategy; Brands and Branding; Product Launch; Product Positioning; Innovation and Invention; Auto Industry; North America
Dolan, Robert J., and Susan M. Fournier. "Launching the BMW Z3 Roadster." Harvard Business School Case 597-002, February 1997. (Revised January 2002.)
- April 2012 (Revised April 2013)
- Case
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)
- February 2005
- Article
European Integration and Corporate Restructuring: The Strategy of Unilever c1957-c1990
By: Geoffrey Jones and Peter Miskell
This article examines the role of the large Anglo-Dutch consumer products company in promoting European integration. It shows that Unilever contributed financially to campaigns to support the creation of the European Union, and its subsequent expansion, despite a... View Details
Keywords: Horizontal Integration; Organizations; Policy; Expansion; Market Transactions; Geographic Location; Restructuring; Competition; Brands and Branding; Production; Capital Structure; Value; Consumer Products Industry; European Union; United States
Jones, Geoffrey, and Peter Miskell. "European Integration and Corporate Restructuring: The Strategy of Unilever c1957-c1990." Economic History Review 58, no. 1 (February 2005): 113–139.
- February 2018 (Revised March 2018)
- Case
Kickstarting Tomato Jos in Nigeria
By: Sophus A. Reinert and Risa Kavalercik
In the spring of 2016, Mira Mehta (HBS 2014), faced a difficult decision. Following a successful Kickstarter campaign and winning the second place in the HBS New Venture Competition—Social Enterprise Track, she had moved to Northern Nigeria, where she founded the... View Details
Keywords: Nigeria; Entrepreneurs; Import Substitution; China In Africa; Killer Tomato Paste; Mira Mehta; Tomato Jos; Developing Countries and Economies; Social Entrepreneurship; Cross-Cultural and Cross-Border Issues; Government Legislation; Business History; Emerging Markets; Business and Government Relations; Agriculture and Agribusiness Industry; Nigeria
Reinert, Sophus A., and Risa Kavalercik. "Kickstarting Tomato Jos in Nigeria." Harvard Business School Case 718-027, February 2018. (Revised March 2018.)
- August 2012
- Teaching Note
Mekanism: Engineering Viral Marketing
By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
- June 2019
- Case
The National Museum of African American History and Culture and Lonnie Bunch
By: Steven Rogers and Derrick Jackson
Lonnie Bunch creates the National Museum of African American History and Culture (NMAAHC) with only half the federal support given to the first 17 Smithsonian historical or zoological institutions. Bunch, to borrow from the African American experience of creating “a... View Details
Keywords: Museums; Fundraising; Arts; Buildings and Facilities; Ethnicity; Philanthropy and Charitable Giving; Strategy; Marketing; Success; Leadership; Entrepreneurship
Rogers, Steven, and Derrick Jackson. "The National Museum of African American History and Culture and Lonnie Bunch." Harvard Business School Case 319-104, June 2019.
- 2015
- Other Teaching and Training Material
Marketing Reading: Digital Marketing
By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
- Research Summary
Overview
By: Eva Ascarza
Professor Ascarza’s research primarily focuses on providing researchers and marketers a better understanding of how to manage customer retention so as to reduce churn and increase firm’s profitability. She addresses these issues by building empirical models of customer... View Details
- June 2017
- Teaching Note
Succession Planning at Samsung: The Merger Formula of Cheil Industries and Samsung C&T
By: Gwen Yu
A merger deal of two Samsung group companies becomes a center of a corruption scandal. The merger of Cheil Industries and Samsung C&T was seen as a crucial step to transfer power to Lee Jae Yong, the heir of Samsung group. The deal was criticized to purposefully... View Details
- May 1999 (Revised December 2007)
- Case
The Dana-Farber Cancer Institute: Development Strategy
By: V. Kasturi Rangan and Marie Bell
Despite revenues in excess of $93 million in 1998, world-renowned Dana-Farber Cancer Institute constantly faces an operating shortfall and looks to its highly successful development office to help cover the deficit. The development office raises money annually (with a... View Details
Keywords: Decision Choices and Conditions; Capital; Revenue; Growth and Development Strategy; Mission and Purpose; Nonprofit Organizations
Rangan, V. Kasturi, and Marie Bell. "The Dana-Farber Cancer Institute: Development Strategy." Harvard Business School Case 599-104, May 1999. (Revised December 2007.)
- 2021
- Article
Fundraising for Stigmatized Groups: A Text Message Donation Experiment
By: Katerina Linos, Laura Jakli and Melissa Carlson
As government welfare programming contracts and NGOs increasingly assume core aid functions, they must address a long-standing challenge—that people in need often belong to stigmatized groups. To study other-regarding behavior, we fielded an experiment through a... View Details
Keywords: Demographics; Philanthropy and Charitable Giving; Communication Strategy; Civil Society or Community; Non-Governmental Organizations; Welfare; Greece
Linos, Katerina, Laura Jakli, and Melissa Carlson. "Fundraising for Stigmatized Groups: A Text Message Donation Experiment." American Political Science Review 115, no. 1 (2021): 14–30.
- February 1998
- Case
Creating the International Trade Organization
By: David A. Moss, George R. Appling and Andrew D Archer
In the late 1940s, officials at the U.S. State Department began campaigning for the creation of an International Trade Organization (ITO). This new organization would oversee global negotiations on trade liberalization, foreign direct investment, cartels, and commodity... View Details
Keywords: Mission and Purpose; Trade; Governing Rules, Regulations, and Reforms; Policy; Globalized Economies and Regions; Agreements and Arrangements; Foreign Direct Investment; Economic Systems; International Relations
Moss, David A., George R. Appling, and Andrew D Archer. "Creating the International Trade Organization." Harvard Business School Case 798-057, February 1998.
- February 2004 (Revised March 2010)
- Case
Brazil 2003: Inflation Targeting and Debt Dynamics
By: Laura Alfaro, Rafael M. Di Tella and Ingrid Vogel
In October 2002, Brazilians elected a left-wing president, Luis Inacio Lula da Silva, for the first time in that country's history. As markets faltered in response, Lula sought to reaffirm his commitment to fiscal discipline, a floating exchange rate, and inflation... View Details
Keywords: Economy; Inflation and Deflation; Money; Borrowing and Debt; Policy; Emerging Markets; Brazil
Alfaro, Laura, Rafael M. Di Tella, and Ingrid Vogel. "Brazil 2003: Inflation Targeting and Debt Dynamics." Harvard Business School Case 704-028, February 2004. (Revised March 2010.)
- July 3, 2014
- Comment
Comment on the Final Round of Iranian Nuclear Talks Before the Joint Plan of Action Expires (on July 20, 2014)
As six months of talks soon end with wide gaps likely remaining on key issues, P5+1 and Iranian diplomats will undoubtedly cite some tangible progress, then argue for a six-month extension. This will likely become a pattern, with some version of the interim deal... View Details
Sebenius, James K. "Comment on the Final Round of Iranian Nuclear Talks Before the Joint Plan of Action Expires (on July 20, 2014)." Iran Matters (July 3, 2014). (Belfer Center for Science and International Affairs, Harvard Kennedy School.)
- 05 Oct 2021
- Cold Call Podcast
How the Clean Network Changed the Future of Global Technology Competition
Keywords: Re: Meg Rithmire