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  • March 2002 (Revised November 2003)
  • Case

Satellite Radio

By: Thomas R. Eisenmann and Alastair Brown
In early 2002, XM and Sirius were fighting for control of the emerging U.S. market for satellite radio. Each company targeted consumers in automobiles, providing 100 channels of CD-quality audio for a monthly subscription fee of $10-$13. Wall Street analysts predicted... View Details
Keywords: Growth and Development Strategy; Price; Risk and Uncertainty; Problems and Challenges; Network Effects; Partners and Partnerships; Information Technology; Business Model; Investment Return; Auto Industry; Media and Broadcasting Industry; United States
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Eisenmann, Thomas R., and Alastair Brown. "Satellite Radio." Harvard Business School Case 802-175, March 2002. (Revised November 2003.)
  • April 1990
  • Case

Nestle Alimentana S.A. -- Infant Formula (Abridged)

By: James E. Austin
The new vice president of infant and dietetic products of Nestle Alimentana S.A. has to make recommendations on the company's marketing programs for its infant formulas in developing countries. The U.S. subsidiary is currently the target of a consumer boycott because... View Details
Keywords: Product Marketing; Emerging Markets; Developing Countries and Economies; Distribution Channels; Marketing Strategy; Cross-Cultural and Cross-Border Issues; Food; Business Subsidiaries; Food and Beverage Industry; United States; Switzerland
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Austin, James E. "Nestle Alimentana S.A. -- Infant Formula (Abridged)." Harvard Business School Case 590-070, April 1990.
  • July 2020
  • Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Beauty and Cosmetics Industry; Advertising Industry; Public Relations Industry; Chemical Industry; Manufacturing Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
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Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
  • August 2011 (Revised July 2012)
  • Case

Sealed Air Corporation: Deciding the Fate of VTID

By: Elie Ofek
In mid 2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the... View Details
Keywords: Budgets and Budgeting; Customer Focus and Relationships; Decision Choices and Conditions; Technological Innovation; Marketing Strategy; Problems and Challenges; Commercialization; Service Industry
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Ofek, Elie. "Sealed Air Corporation: Deciding the Fate of VTID." Harvard Business School Case 512-029, August 2011. (Revised July 2012.)
  • January 2011
  • Case

Clean Edge Razor: Splitting Hairs in Product Positioning

By: John A. Quelch and Heather Beckham
After three years of development, Paramount Health and Beauty Company is preparing to launch a new technologically advanced vibrating razor called Clean Edge. The innovative new design of Clean Edge provides superior performance by stimulating the hair follicles to... View Details
Keywords: Project Management; Interdepartmental Relations; Organizational Change; Organizational Change and Adaptation; Leadership; Conflict Management; Product Positioning; Marketing Strategy; Relationships; Product Development; Consumer Products Industry; Beauty and Cosmetics Industry
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Quelch, John A., and Heather Beckham. "Clean Edge Razor: Splitting Hairs in Product Positioning." Harvard Business School Brief Case 114-249, January 2011.
  • 05 Sep 2017
  • Working Paper Summaries

Structural Transformation: A Competitiveness-based View

Keywords: by Christian Ketels
  • 21 Jan 2016
  • Video

2016 Precision Trials Challenge

  • July 2011 (Revised April 2012)
  • Case

The Clorox Company: Leveraging Green for Growth

By: Elie Ofek and Lauren Barley
The Clorox Company needs to decide on the marketing strategy going forward for its three sustainable brands, Brita, Burt's Bees and Green Works. These brands had fared differently over the past 3 years and each presents multiple courses of action heading into 2011.... View Details
Keywords: Decision Making; Managerial Roles; Brands and Branding; Marketing Strategy; Social Marketing; Corporate Social Responsibility and Impact; Sales; Opportunities; Corporate Strategy; Environmental Sustainability; Chemical Industry; Food and Beverage Industry
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Ofek, Elie, and Lauren Barley. "The Clorox Company: Leveraging Green for Growth." Harvard Business School Case 512-009, July 2011. (Revised April 2012.)

    The New Rules for Bringing Innovations to Market, Harvard Business Review, March 2004

    It's tough to get consumers to adopt innovations--and it's getting tougher all the time. That's because more and more markets are taking on the characteristics of networks. The interconnections among today's companies are so plentiful that often a... View Details
    • December 15, 2023
    • Article

    What Every Leader Needs to Know About Carbon Credits

    By: Varsha Ramesh Walsh and Michael W. Toffel
    Many companies have begun to look into credits to offset their emissions as a way to support their net zero goals as their target years get closer and closer. As it stands, the carbon credit market is too small to bear the brunt of reducing companies’ impacts on the... View Details
    Keywords: Carbon Credits; Climate; Accounting; Carbon Offsetting; Carbon Abatement; Carbon Emissions; Carbon Footprint; Climate Change; Environmental Accounting; Environmental Regulation
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    Ramesh Walsh, Varsha, and Michael W. Toffel. "What Every Leader Needs to Know About Carbon Credits." Harvard Business Review Digital Articles (December 15, 2023).
    • 09 Apr 2019
    • First Look

    New Research and Ideas, April 9, 2019

    capital and demonstrates how technology—novel data sources, artificial intelligence, machine learning—will transform the small business lending market. This market has been plagued by frictions: it is hard for a lender to determine which... View Details
    Keywords: Dina Gerdeman
    • September 2017 (Revised March 2018)
    • Case

    Chai Point: Disrupting Chai

    By: Shikhar Ghosh, Ramana Nanda and Rachna Tahilyani
    Chai Point is India’s largest organized chai retailer. It has missed its target for retail store openings by approximately 25%, goals that are very important to its investors who are also board members. However, it has developed an exciting new internet-based tea... View Details
    Keywords: Strategy; Venture Capital; Stock; Business Model; Mobile Technology; Technological Innovation; Marketing; Marketing Strategy; Internet and the Web; Mobile and Wireless Technology; Food; Selection and Staffing; Employee Stock Ownership Plan; Resignation and Termination; Compensation and Benefits; Resource Allocation; Product Positioning; Distribution Channels; Product Design; Supply Chain; Governing and Advisory Boards; Food and Beverage Industry; Retail Industry; Asia; India; Karnataka; Bangalore
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    Ghosh, Shikhar, Ramana Nanda, and Rachna Tahilyani. "Chai Point: Disrupting Chai." Harvard Business School Case 818-020, September 2017. (Revised March 2018.)
    • December 1998 (Revised February 2003)
    • Case

    Trilogy (A)

    Trilogy is a rapidly growing company that is taking a highly unusual approach to capturing an enterprise software market (the "selling chain") that is also the target of much larger competitors. The case offers students an opportunity to assess the company's methods,... View Details
    Keywords: Business or Company Management; Competition; Growth Management; Business Growth and Maturation; Software; Web Services Industry
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    Austin, Robert D. "Trilogy (A)." Harvard Business School Case 699-034, December 1998. (Revised February 2003.)
    • 02 May 2009
    • News

    Electoral ATMs

    • February 2025
    • Supplement

    Intenseye: Powering Workplace Health and Safety with AI (B)

    By: Michael W. Toffel, Shane Greenstein and Sadika El Hariri
    Intenseye used its $25 million series A funds to refine and expand its digital safety platform while refining its target markets and ideal customer profile. As the company implemented new approaches to create value for its clients, such as developing an AI-powered... View Details
    Keywords: Safety Performance; Occupational Safety; Innovation; Safety; Operations; Health; AI and Machine Learning; Analytics and Data Science; Digital Transformation; Supply Chain Management; Performance Improvement; Entrepreneurship; Product Development; Customer Relationship Management; Value Creation; Venture Capital; Growth and Development Strategy; Information Technology Industry; United States; Europe; Middle East; Turkey
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    Toffel, Michael W., Shane Greenstein, and Sadika El Hariri. "Intenseye: Powering Workplace Health and Safety with AI (B)." Harvard Business School Supplement 625-025, February 2025.
    • 16 Jan 2006
    • Research & Ideas

    What Customers Want from Your Products

    understand each of these dimensions, then they can design a product that's precisely targeted to the job. In other words, the job, not the customer, is the fundamental unit of analysis for a marketer who... View Details
    Keywords: by Clayton M. Christensen, Scott Cook & Taddy Hall; Consumer Products
    • September 2018
    • Case

    Sealed Air Corporation: Deciding the Fate of VTID (Abridged)

    By: Elie Ofek
    In mid-2010 the Sealed Air Corporation has to decide on next steps for its novel video tracking technology (called VTID) after unsuccessful attempts to market it in three different industry settings. The company must determine whether its most recent target market, the... View Details
    Keywords: Budgets and Budgeting; Customer Focus and Relationships; Decision Choices and Conditions; Technological Innovation; Marketing Strategy; Problems and Challenges; Commercialization; Service Industry
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    Ofek, Elie. "Sealed Air Corporation: Deciding the Fate of VTID (Abridged)." Harvard Business School Case 519-030, September 2018.
    • 08 Dec 2020
    • Research & Ideas

    Why Companies Hunt for Talent on Digital Platforms, Not in Resume Piles

    field studies, researchers tend to think that workers submit resumes to open positions. In fact, scholars have learned a lot about discrimination in labor markets by sending resumes to job postings to see who gets called back and who... View Details
    Keywords: by Michael Blanding; Employment
    • December 2014 (Revised July 2016)
    • Case

    HEINEKEN—Brewing a Better World

    By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer
    The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details
    Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry
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    Reinhardt, Forest L., José Alvarez, Tonia Junker, and Daniela Beyersdorfer. "HEINEKEN—Brewing a Better World." Harvard Business School Case 715-022, December 2014. (Revised July 2016.)
    • 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
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