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  • All HBS Web  (11,511)
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  • All HBS Web  (11,511)
    • People  (11)
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  • 2001
  • Book

Cases in Strategic Marketing Management: Business Strategies in Muslim Countries

By: John A. Quelch
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Quelch, John A. Cases in Strategic Marketing Management: Business Strategies in Muslim Countries. Upper Saddle River, NJ: Prentice Hall, 2001.
  • August 1984 (Revised October 1992)
  • Background Note

Marketing Implementation

By: John A. Quelch
Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation. View Details
Keywords: Marketing Strategy
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Quelch, John A. "Marketing Implementation." Harvard Business School Background Note 585-024, August 1984. (Revised October 1992.)
  • May 2012
  • Article

Global Business Speaks English: Why You Need a Language Strategy Now

By: Tsedal Neeley
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Neeley, Tsedal. "Global Business Speaks English: Why You Need a Language Strategy Now." Harvard Business Review 90, no. 5 (May 2012): 116–124.
  • 17 Feb 2016
  • News

Lean Strategy

  • 2013
  • Chapter

Market Imperfections and Sustainable Competitive Advantage

By: Felix Oberholzer-Gee and Dennis Yao
This chapter reviews the main theories in strategic management that seek to explain persistent differences in profitability across companies. We argue that these differences are ultimately explained by market imperfections. Studying differences in financial performance... View Details
Keywords: Strategic Management; Market Imperfections; Five Forces Framework; Competitive Advantage; Profit
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Oberholzer-Gee, Felix, and Dennis Yao. "Market Imperfections and Sustainable Competitive Advantage." Chap. 12 in Oxford Handbook of Managerial Economics, by Christopher R. Thomas and William F. Shughart II, 262–277. Oxford University Press, 2013.
  • January 2020 (Revised July 2020)
  • Supplement

MoviePass: The 'Get Big Fast' Strategy

By: Benjamin C. Esty and Daniel Fisher
In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses... View Details
Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Business Strategy; Value Creation; Consolidation; Cash Flow; Growth Management; Business Startups; Entrepreneurship; Disruptive Innovation; Mobile Technology; Motion Pictures and Video Industry; Entertainment and Recreation Industry; Advertising Industry; Information Industry; United States
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Esty, Benjamin C., and Daniel Fisher. "MoviePass: The 'Get Big Fast' Strategy." Harvard Business School Spreadsheet Supplement 720-854, January 2020. (Revised July 2020.)
  • Article

Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations

By: Zoe Chance and Rohit Deshpandé
It is more than mere coincidence that the highest rates of HIV occur in the world's poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first part of this paper explores the economics of HIV and... View Details
Keywords: Health Disorders; Developing Countries and Economies; Poverty; Health Care and Treatment; Social Marketing; Perspective; Customer Focus and Relationships; Profit; Africa; Asia; South America
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Chance, Zoe, and Rohit Deshpandé. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (September 2009).
  • February 2010
  • Background Note

Marketing Analysis Toolkit: Market Size and Market Share Analysis

By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details
Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis." Harvard Business School Background Note 510-081, February 2010.
  • August 2018 (Revised February 2023)
  • Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
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Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
  • 19 Nov 2024
  • News

Eight Questions to Ask About Your Globalization Strategy Right Now

  • Research Summary

Putting Patients First: Marketing Strategies for Treating HIV in Developing Nations

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first half of this paper explores the economics of HIV and... View Details
  • 2004
  • Chapter

Cost Economies in the Global Advertising and Marketing Services Business

By: Alvin J. Silk and Ernst R. Berndt
Keywords: Cost Management; Advertising; Marketing; Globalized Markets and Industries; Advertising Industry; Service Industry
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Silk, Alvin J., and Ernst R. Berndt. "Cost Economies in the Global Advertising and Marketing Services Business." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, 217–257. San Francisco, CA: Jossey-Bass, 2004.
  • 2004
  • Chapter

The Globalization of Stock Markets and Convergence in Corporate Governance

By: Gerald F. Davis and Christopher Marquis
Keywords: Globalized Markets and Industries; Financial Markets; Corporate Governance; Financial Services Industry; Information Technology Industry
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Davis, Gerald F., and Christopher Marquis. "The Globalization of Stock Markets and Convergence in Corporate Governance." In Economic Sociology of Capitalism, edited by Victor Nee and Richard Swedberg. Princeton, NJ: Princeton University Press, 2004.
  • Video

Strategy Track Trailer

  • 2001
  • Book

Cases in Strategic Marketing Management: Business Strategies in Latin America

By: Guillermo D'Andrea and John A. Quelch
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D'Andrea, Guillermo, and John A. Quelch. Cases in Strategic Marketing Management: Business Strategies in Latin America. Upper Saddle River, NJ: Prentice Hall, 2001.
  • August 2016 (Revised July 2017)
  • Background Note

Brand Portfolio Strategy and Brand Architecture

By: Jill Avery
While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of... View Details
Keywords: Brand Management; Brand Portfolio; Brand Extension; Brand Portfolio Strategy; Brand Architecture; Consumer Behavior; Marketing; Brands and Branding; Marketing Strategy
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Avery, Jill. "Brand Portfolio Strategy and Brand Architecture." Harvard Business School Background Note 517-021, August 2016. (Revised July 2017.)
  • December 2014
  • Module Note

Why Do Firms Go Abroad? Strategies to Create Value Globally

By: Juan Alcacer
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Alcacer, Juan. "Why Do Firms Go Abroad? Strategies to Create Value Globally." Harvard Business School Module Note 715-416, December 2014.
  • April 2014
  • Teaching Note

Taiwan Semiconductor Manufacturing Company Limited: A Global Company's China Strategy

By: William C. Kirby and Erica M. Zendell
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Kirby, William C., and Erica M. Zendell. "Taiwan Semiconductor Manufacturing Company Limited: A Global Company's China Strategy." Harvard Business School Teaching Note 314-138, April 2014.
  • January 2016 (Revised March 2016)
  • Case

HNA Group: Global Excellence with Chinese Characteristics

By: William C. Kirby, F. Warren McFarlan and Joycelyn W. Eby
By 2015, the HNA Group had grown from its roots as Hainan Airlines, a small airline founded in 1993 into a global conglomerate that ranked #464 in the Global 500. Much of this success it had achieved by cross-industry expansion within China, but since 2008, it had... View Details
Keywords: China; Aviation And Aerospace; Airline Industry; Airlines; Globalization; Corporate Culture; Cross-Cultural and Cross-Border Issues; Global Strategy; Globalized Markets and Industries; Growth and Development; Air Transportation; Air Transportation Industry; China
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Kirby, William C., F. Warren McFarlan, and Joycelyn W. Eby. "HNA Group: Global Excellence with Chinese Characteristics." Harvard Business School Case 316-013, January 2016. (Revised March 2016.)
  • November 2019 (Revised October 2022)
  • Case

GOAT Group: Jordans, Yeezys, and the Global Secondary Sneaker Market

By: Jeffrey F. Rayport, Spencer Rascoff and George Gonzalez
Keywords: Internet; Nike; Adidas; E-commerce
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Rayport, Jeffrey F., Spencer Rascoff, and George Gonzalez. "GOAT Group: Jordans, Yeezys, and the Global Secondary Sneaker Market." Harvard Business School Case 820-060, November 2019. (Revised October 2022.)
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