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October 2004 (Revised July 2010)
Case

Product Team Cialis: Getting Ready to Market

Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry

2014
Other Teaching and Training Material

Marketing Reading: Sales Force Design and Management

By: Doug J. Chung and Das Narayandas

This Core Curriculum Reading introduces students to (1) the importance of sales force design in implementing organizational strategy, and (2) the role of sales force management in linking structures and processes to behaviors. The material combines theoretical... View Details

Keywords: Sales Budget; Sales Compensation; Sales Cycle; Sales Force Management; Sales Forces; Sales Management; Sales Operations; Sales Organization; Sales Planning; Sales Strategy

February 2018 (Revised October 2020)
Case

The Marriott-Starwood Merger: Navigating Brand Portfolio Strategy and Brand Architecture

By: Jill Avery, Chekitan S. Dev and Laure Mougeot Stroock

In September 2016, Marriott completed its $13.3 billion acquisition of Starwood Hotels & Resorts, which added 11 brands to its already robust 19 hotel brand portfolio. Tina Edmundson, Marriott's global brand officer, was charged with making sense of the brand portfolio... View Details

January 2008
Article

The Five Competitive Forces That Shape Strategy

By: Michael E. Porter

This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. In 1979, a young associate professor at Harvard Business School published his first... View Details

Keywords: Profit; Five Forces Framework; Industry Growth; Industry Structures; Business and Government Relations; Competitive Strategy

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2021
Working Paper

The Origins of CE Marking: Standards, Business, and the European Market in the 1980s–1990s

By: Grace Ballor

Many products—from consumer electronics to machinery to children’s toys—bear the CE Mark, the symbol of conformity to the ‘essential requirements’ of European standards governed by the process of CE Marking. This working paper traces the development of the system of... View Details

Keywords: Business And Government; Market Liberalization; Standards; Markets; Trade; Integration; Business History; Globalization; Business and Government Relations; Europe; European Union

2006
Other Unpublished Work

Rural Clusters of Innovation: Berkshires Strategy Project: Driving A Long-Term Economic Strategy

By: Michael E. Porter

The Berkshires Strategy Project, a six-month strategy development effort involving dozens of private and public sector organizations in the Berkshires, has led to broad consensus behind an economic strategy for the County, and galvanized a leadership group in the form... View Details

Keywords: Economics; Industry Clusters; Growth and Development; United States

18 Mar 2009
Research & Ideas

Marketing After the Recession

or dramatic is equally unknown. Marketers planning for 2009 and 2010 should bear in mind Peter Drucker's wise advice: "A strategy is a sense of direction around which to improvise." Know how you can source... View Details

Keywords: by John Quelch; Retail

Cold Call Podcast

Innovating in the Feminine Care Market

Keywords: Re: Rembrand M. Koning

January–February 2023
Article

External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures

By: Alicia DeSantola, Ranjay Gulati and Pavel Zhelyazkov

We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which has presumed a uniform march toward... View Details

Keywords: Market Positioning; Professionalization; Scaling; Entrepreneurship; Strategy; Business Startups; Growth and Development; Organizational Structure

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October 2001 (Revised February 2002)
Case

Nasdaq Japan: E-Merging Markets

By: Lynda M. Applegate and Kristin M. Kohler

Describes the design and launch of Nasdaq Japan. Addresses issues concerning the design of electronic markets, the impact of information technology on market structures and relationships, the launch of new ventures by established firms, and the cultural issues that... View Details

Keywords: Entrepreneurship; Financial Markets; Technological Innovation; Management; Industry Structures; Competitive Strategy; Information Technology; Internet and the Web; Financial Services Industry; Information Technology Industry; Japan

October 2014 (Revised April 2023)
Case

Gilead: Hepatitis C Access Strategy (A)

By: V. Kasturi Rangan, Vikram Rangan and David E. Bloom

Gilead had come up with an innovative drug for Hepatitis C, which affected 180 million people worldwide. The drug was priced at $1,000 a pill for the US market. Gilead had to decide how to price and market the pill in developing countries that bore the brunt of the... View Details

Keywords: Healthcare; Pharmaceuticals; Pricing; Access To Care; Emerging Markets; Health Care and Treatment; Price; Strategy; Ethics; Health Industry; Pharmaceutical Industry

February 2005 (Revised April 2011)
Case

Haier's U.S. Refrigerator Strategy

By: Pankaj Ghemawat, Thomas M. Hout and Jordan I. Siegel

Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a U.S. factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian... View Details

Keywords: Factories, Labs, and Plants; Global Strategy; Growth and Development Strategy; Brands and Branding; Market Entry and Exit; Competitive Strategy; Consumer Products Industry; China; United States

January 2007 (Revised December 2007)
Case

PSI: Social Marketing Clean Water

By: V. Kasturi Rangan, Nava Ashraf and Marie Bell

Senior management at PSI, arguably the world's largest and most successful social marketer with impressive achievements in the field of family planning, HIV/AIDS, and malaria prevention must determine what to do about their slow-to-take-off clean water initiative.... View Details

Keywords: Investment Funds; Health Care and Treatment; Social Marketing; Natural Environment; Social Enterprise; Business Strategy

September 2007 (Revised November 2008)
Case

Sinopec: Refining its Strategy

By: Richard H.K. Vietor and Julia Galef

China's oil industry, with majority ownership vested in the government, had engaged in an "equity oil" strategy for the past few years-acquiring equity interests in oil producing nations including Sudan, Angola, and Iran. Outside critics, however, suggested that the... View Details

Keywords: Non-Renewable Energy; Equity; Foreign Direct Investment; Growth and Development Strategy; Demand and Consumers; State Ownership; Energy Industry; China

March 2004 (Revised September 2005)
Case

Newell Rubbermaid: Strategy in Transition

By: Cynthia A. Montgomery, Rhonda Kaufman and Carole Winkler

Describes the transformation of a company's corporate-level strategy. Begins by laying out the strategy that brought the Newell Co. stunning success for nearly three decades. The highly integrated, internally consistent strategy was tailored for manufacturing and... View Details

Keywords: Change Management; Corporate Strategy; Transformation; Problems and Challenges; Acquisition; Product Development; Brands and Branding; Manufacturing Industry; Retail Industry; United States

Teaching Interest

Driving Digital Strategy (DIGS)

By: Sunil Gupta

Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details

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

February 2011 (Revised February 2012)
Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers

Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details

Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry

Article

How Market Power Affects Dynamic Pricing: Evidence from Inventory Fluctuations at Car Dealerships

By: Ayelet Israeli, Fiona Scott-Morton, Jorge Silva-Risso and Florian Zettelmeyer

This paper investigates empirically the effect of market power on dynamic pricing in the presence of inventories. Our setting is the auto retail industry; we analyze how automotive dealerships adjust prices to inventory levels under varying degrees of market power. We... View Details

Keywords: Dynamic Pricing; Market Power; Pricing; Price Discrimination; Inventory Production; Marketing; Price; Competitive Strategy; Auto Industry; Retail Industry

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September 1991 (Revised May 1994)
Case

Microsoft's Networking Strategy

By: David B. Yoffie

Keywords: Network Effects; Networks; Business Strategy; Information Technology; Information Technology Industry

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