Market Opportunities - Publications - Faculty & Research - Harvard Business School

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April 2012 (Revised May 2012)
Case

EILEEN FISHER: Repositioning the Brand

By: Anat Keinan, Jill Avery, Fiona Wilson and Michael Norton

Well-established fashion brand Eileen Fisher has traditionally appealed to older women. However, to drive growth, Eileen Fisher's management team wants to target a younger demographic and has revamped its Fall product line to offer more fashionable styles to appeal to... View Details

Keywords: Marketing; Brand Management; Brand Positioning; Market Segmentation And Target Market Selection; Retailing; Fashion; Corporate Social Responsibility; Brands and Branding; Product Positioning; Segmentation; Social and Collaborative Networks; Growth and Development Strategy; Social Media; Retail Industry; Fashion Industry

September 2016 (Revised February 2017)
Case

ZenRecruit: Sales Coaching and Performance Reviews

By: Mark Roberge

Amara Kaggwa leads the small but rapidly expanding sales team at ZenRecruit, a recruiting software application used by small businesses. Armed with six months of sales performance metrics, Kaggwa is preparing for her monthly performance conversations with two... View Details

Keywords: Entrepreneurial Marketing; Entrepreneurial Sales; Entrepreneurial Sales And Marketing; Marketing; Entrepreneurship; Sales

April 2020
Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details

Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States

June 2015
Case

The Coca-Cola Company's Case for Creative Transformation

By: Thales S. Teixeira and Elizabeth Anne Watkins

In 2013, the Coca-Cola Company was awarded Creative Marketer of the Year by the Cannes Lions Festival (known as the "Oscar of Advertising") for the first time ever in history and nearly 50 years after the Festival's inception. Just one year before that, Jonathan... View Details

Keywords: Attention Economics; Creating Connections; Digital Marketing; Marketing Innovations; Social Networks; Advertising Content; Networked Brand; Beverage Industry; Coca-Cola; Digital Innovation; Digital Transition; Marketing; Marketing Communications; Innovation Strategy; Social and Collaborative Networks; Advertising; Creativity; Consumer Products Industry

22 Mar 2024
Blog Post

Driving Impact in Emerging Markets with HBS Alum Nneka Chime (MBA 2015)

leveraging MBA internships and exposure to various industries that HBS provided. However, she knew creating opportunities in emerging markets was a stronger calling. “Facing inequality and poverty can be... View Details

October 2022
Case

Volt Lines: Leading a B2B Service Provider through a Crisis (A)

By: Navid Mojir and Gamze Yucaoglu

Volt Lines was a next-generation transportation service in Istanbul, Turkey. The company was trying to disrupt the traditional corporate transportation market by developing software that allowed it to offer subscription-based transportation. Under the subscription... View Details

Keywords: Business To Business Marketing; B2B Marketing; B2B Pricing; Subscription Model; Crisis Marketing; Startup; Service Management; Information Technology; Transportation; COVID-19 Pandemic; Disruptive Innovation; Digital Platforms; Business Model; Price; Crisis Management; Opportunities; Transportation Industry; Technology Industry; Turkey

10 Apr 2023
Blog Post

Creating Emerging Markets Sustainability Series - Innovations to Address the Global Water Crisis

Creating Emerging Markets Sustainability Series – Innovations to Address the Global Water Crisis Cover image features Rosario Bazán (left) and Anil Jain (right). Between March 22 – 24th, world and business leaders from sectors spanning... View Details

2015
Working Paper

Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details

Keywords: Value Creation; Partners and Partnerships; Marketing Strategy; Culture; Banks and Banking

April 2017
Teaching Note

DoubleDutch

By: Frank Cespedes

This Teaching Note accompanies HBS No. 815-044 “DoubleDutch” in which the co-founders of the event management start-up, DoubleDutch, have to make a significant decision about their young company's sales function. The teaching note covers: Opportunity analysis,... View Details

Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia

February 12, 2021
Article

The Commercial Space Age Is Here

By: Matt Weinzierl and Mehak Sarang

In May of 2020, SpaceX made history as the first private company to send humans into space. This marks not only a tremendous technological achievement, but also the first indication that an entirely new “space-for-space” industry—that is, goods and services designed to... View Details

Keywords: Space Economy; New Markets; Emerging Markets; Opportunities; Entrepreneurship; Commercialization; Aerospace Industry

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September 2012 (Revised September 2014)
Case

Doing Business in Brazil

By: Aldo Musacchio, Gustavo A. Herrero, Ricardo Reisen de Pinho, Cintra Scott and Jill Avery

This case examines the challenges and opportunities of doing business in Brazil. It highlights Brazil's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Emerging Markets; Business Ventures; Strategy; Brazil

January 2019 (Revised October 2019)
Case

Glossier: Co-Creating a Cult Brand with a Digital Community

Glossier’s proclaimed strategy was “born from content; fueled by community.” The digital-first, direct-to-consumer beauty brand had experienced rapid growth, with sales up 600% in 2017 and a customer portfolio that grew by threefold. But, its founder, Emily Weiss, was... View Details

Teaching Interest

Entrepreneurship in Emerging Economies (Online Course)

By: Tarun Khanna

This business and management course takes an inter-disciplinary approach to understanding and solving complex social problems. You will learn about prior attempts to address these problems, identify points of opportunity for smart entrepreneurial efforts, and... View Details

Keywords: Entrepreneurship In Emerging Markets; Emerging Economies; Business; Entrepreneurship; Emerging Markets; Management; Business or Company Management

June 2014
Supplement

Harley-Davidson in India (B)

By: Krishna Palepu and David Lane

This case examines how Harley-Davidson has worked to globalize its business by focusing on how CEO Matt Levatich and India country manager Anoop Prakash assess and act on the opportunities and challenges posed by entering the Indian market, and where and how the... View Details

Keywords: India; Globalization; Emerging Markets; Manufacturing

June 2014
Case

Harley-Davidson in India (A)

By: Krishna Palepu and David Lane

This case examines how Harley-Davidson has worked to globalize its business by focusing on how CEO Matt Levatich and India country manager Anoop Prakash assess and act on the opportunities and challenges posed by entering the Indian market, and where and how the... View Details

Keywords: India; Globalization; Emerging Markets; Manufacturing

November 2013 (Revised September 2015)
Case

Doing Business in Cambodia

By: Felix Oberholzer-Gee and Dawn H. Lau

This case examines the challenges and opportunities of doing business in Cambodia. It highlights Cambodia's economic transformation in the decades leading up to 2013 in the context of its history, culture, and politics. View Details

Keywords: Cambodia; Economic Stability; Economic Development; Emerging Markets; Economic Growth; Southeast Asia

20 Sep 2021
Blog Post

Taking Your Shot in the Sports Industry with Adam Laitsas (MBA 2016), SVP, Head of Marketing for Madison Square Garden Sports Corp.

mindset, he pursued an international opportunity as a Management Consultant for Kearney in London. This role allowed him to dive deeply into marketing strategy, brand partnerships, retail, and top-line... View Details

September 2012 (Revised September 2015)
Case

Doing Business in Turkey

By: Felix Oberholzer-Gee, Robin J. Ely, Daniela Beyersdorfer, Emilie Billaud and Cigdem Çelik

In a rather flat international business environment characterized by shrinking markets and economic turmoil, Turkey promoted itself as one of the safe havens for investments. Led by the strong domestic demand of a young population, the country had tripled its GDP... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Fieldwork; Emerging Markets; Business Ventures; Strategy; Turkey

March 2014 (Revised October 2015)
Case

Teach For China and the Chinese Nonprofit Sector

By: William C. Kirby and Erica M. Zendell

Teach For China was founded in 2008 with the mission of expanding educational opportunity across China. By 2013, Andrea Pasinetti's lofty dream had taken flight: over 300 graduates from top American and Chinese universities were participating in its 2-year teaching... View Details

Keywords: Nonprofit; China; Business And Government Relations; Business And Poverty; Business And Society; Emerging Market Entrepreneurship; Emerging Market; NGO; Education; Entrepreneurship; Social Enterprise; Emerging Markets; Non-Governmental Organizations; Nonprofit Organizations; Education Industry; China

November 2013
Teaching Plan

Hotel Ivory

By: Nicolas P. Retsinas and Lisa Strope

Cheick Sanankoua is an MBA student who believes that he has found the perfect investment property, a small, independently-owned hotel, on the Ivory Coast. However, he has had trouble raising money for the investment beyond friends and family. Through contacts in the... View Details

Keywords: Real Estate; Emerging Market; Private Equity; Property; Real Estate Industry; Africa

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