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All HBS Web
(18,492)
- People (25)
- News (3,321)
- Research (12,327)
- Events (95)
- Multimedia (274)
- Faculty Publications (10,275)
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- January 1997 (Revised March 1998)
- Case
Oscar Mayer: Strategic Marketing Planning
By: John A. Quelch
The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions.
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Keywords:
Decisions;
Marketing Strategy;
Product Launch;
Product Development;
Manufacturing Industry;
Food and Beverage Industry;
United States
Quelch, John A., Robert Drane, and Dan Kotchen. "Oscar Mayer: Strategic Marketing Planning." Harvard Business School Case 597-051, January 1997. (Revised March 1998.)
- January 2000 (Revised June 2000)
- Case
Alloy.com: Marketing to Generation Y
By: John A. Deighton and Gil McWilliams
A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The...
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Keywords:
Marketing Strategy;
Internet and the Web;
Business and Community Relations;
Partners and Partnerships;
Customer Relationship Management;
Decision Choices and Conditions;
Business Startups;
Information Technology Industry;
Consumer Products Industry
Deighton, John A., and Gil McWilliams. "Alloy.com: Marketing to Generation Y." Harvard Business School Case 500-048, January 2000. (Revised June 2000.) (request a courtesy copy.)
- Research Summary
Marketing and Privacy Concerns
When finer consumer information becomes available, competing firms sometimes target consumers too finely, disrupting scale economies prematurely. This leads to excessive product variety or to the wasteful exclusion of certain consumer types. This paper suggests that...
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- December 1992 (Revised November 1994)
- Case
Becton Dickinson Division: Marketing Organization
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case...
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Keywords:
Business Conglomerates;
Health Care and Treatment;
Human Resources;
Recruitment;
Selection and Staffing;
Managerial Roles;
Product Marketing;
Measurement and Metrics;
Organizational Structure;
Strategy;
Consumer Products Industry;
Health Industry
Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.)
- 2012
- Chapter
Marketing and Democracy
By: John A. Quelch and Katherine E. Jocz
Quelch, John A., and Katherine E. Jocz. "Marketing and Democracy." In Handbook of Marketing Strategy, edited by Venkatesh Shankar and Gregory S. Carpenter. Cheltenham, UK: Edward Elgar Publishing, 2012.
- June 2005 (Revised October 2007)
- Teaching Note
Market Efficiency (TN)
By: Joshua D. Coval and Erik Stafford
Teaching Note to (2-205-081).
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- October 2004 (Revised July 2010)
- Case
Product Team Cialis: Getting Ready to Market
By: Elie Ofek
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...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Product Positioning;
Competition;
Competitive Advantage;
Segmentation;
Pharmaceutical Industry
Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
- June 2011 (Revised May 2012)
- Case
Procter & Gamble: Marketing Capabilities
By: Rebecca M. Henderson and Ryan Johnson
P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments...
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Keywords:
Advertising;
Change Management;
Globalized Markets and Industries;
Innovation Strategy;
Brands and Branding;
Marketing Communications;
Expansion;
Consumer Products Industry
Henderson, Rebecca M., and Ryan Johnson. "Procter & Gamble: Marketing Capabilities." Harvard Business School Case 311-117, June 2011. (Revised May 2012.)
- March 2011
- Module Note
Strategic Marketing in Creative Industries: Managing and Marketing Talent
By: Anita Elberse
Elberse, Anita. "Strategic Marketing in Creative Industries: Managing and Marketing Talent." Harvard Business School Module Note 511-013, March 2011.
- Article
Market Structure, Oligopoly and the Stability of Market Shares
By: R. E. Caves and M. E. Porter
Caves, R. E., and M. E. Porter. "Market Structure, Oligopoly and the Stability of Market Shares." Journal of Industrial Economics 26, no. 4 (June 1978): 289–313.
- 2019
- Working Paper
Collusion in Markets with Syndication
By: John William Hatfield, Scott Duke Kominers, Richard Lowery and Jordan M. Barry
Many markets, including markets for IPOs and debt issuances, are syndicated: each winning bidder invites competitors to join its syndicate to complete production. Using repeated extensive form games, we show that collusion in syndicated markets may become easier as...
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Hatfield, John William, Scott Duke Kominers, Richard Lowery, and Jordan M. Barry. "Collusion in Markets with Syndication." Harvard Business School Working Paper, No. 18-009, July 2017. (Revised June 2019.)
- 25 Oct 2010
- HBS Case
Tesco’s Stumble into the US Market
Tesco PLC is the third-largest retailer in the world, just behind Wal-Mart and Carrefour. But that didn't make the UK-based chain immune from many costly mistakes as it entered the US market in 2006. For example, it opened some of its...
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- November 2015 (Revised December 2017)
- Case
Public Capital Markets
By: Samuel G. Hanson and Colton Hicks
Hanson, Samuel G., and Colton Hicks. "Public Capital Markets." Harvard Business School Case 216-029, November 2015. (Revised December 2017.)
- Article
Stakeholder Marketing 2.0
As more companies pursue "open innovation" and adopt social networking and Web 2.0 tools, there is an emerging opportunity for them to connect with a diverse body of stakeholders and incorporate their interests and ideas. However, this also introduces many new...
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Chakravorti, Bhaskar. "Stakeholder Marketing 2.0." Journal of Public Policy & Marketing 29, no. 1 (Spring 2010): 97–102.
- Research Summary
Effective Capital Market Communications
Hutton's most recent research and cases examine how managers enhance the credibility and effectiveness of their financial reports and voluntary disclosures. Her most recent working paper, "Effective Voluntary Disclosure" (co-authored with Greg Miller, HBS, and Douglas...
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- February 2012 (Revised June 2012)
- Background Note
The Market for Consumer Finance
By: Joseph L. Bower and Michael Norris
This note describes the market for consumer finance products in the United States. The note focuses on the changes in supply and demand that have occurred since the mid-20th century, and highlights recent approaches to finance for low-credit rated borrowers.
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Keywords:
Financial Markets
Bower, Joseph L., and Michael Norris. "The Market for Consumer Finance." Harvard Business School Background Note 312-041, February 2012. (Revised June 2012.)
- October 2005 (Revised January 2009)
- Background Note
Corporate Valuation and Market Multiples
By: Timothy A. Luehrman
Provides a basic introduction to the use of market multiples for business valuation. Explains the method's reliance on the Law of One Price, sets forth the basic steps for using the method, and reviews some practical issues arising in its application.
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Luehrman, Timothy A. "Corporate Valuation and Market Multiples." Harvard Business School Background Note 206-039, October 2005. (Revised January 2009.)
- October 2008
- Class Lecture
Marketing as Competitive Advantage: Fundamentals
By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,...
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- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered....
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Keywords:
Product Development;
Product Marketing;
Strategic Planning;
Human Resources;
Marketing Strategy;
Customer Relationship Management;
Marketing;
Advertising Industry;
Technology Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.