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- Faculty Publications (2,135)
- 09 Mar 2003
- Research & Ideas
Six Keys to Building New Markets by Unleashing Disruptive Innovation
disruption, attackers take root in a new "plane" of competition or a new context of use outside of an existing market. Consumers historically locked out of a market because they lacked the skills... View Details
- 22 Aug 2016
- News
A Refresher on Marketing Myopia
- 07 Dec 2016
- Blog Post
Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference
On Sunday November 6, over 350 people flocked to the Harvard Business School campus to attend the Marketing Innovation Conference. This year’s theme, “Marketing Reimagined”,... View Details
Keywords: Entertainment / Media / Sports
- January–February 2019
- Article
Cracking Frontier Markets
By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon
Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details
Moving Forward: The Future of Consumer Credit and Mortgage Finance
The recent collapse of the mortgage market revealed fractures in the credit... View Details
- 15 May 2013
- Research & Ideas
From McRibs to Maseratis: The Power of Scarcity Marketing
access to our favorite things will make us keep appreciating them); Buy Time (focusing on time over money yields wiser purchases); Pay Now, Consume Later (delayed consumption leads View Details
Keywords: Re: Michael I. Norton
- TeachingInterests
MBA Elective Curriculum Business-to-Business Marketing
Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details
- March – April 2009
- Article
Market Research and Innovation Strategy in a Duopoly
By: Dominique Lauga and Elie Ofek
We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D... View Details
- July–August 2018
- Article
From Niche to Mainstream (HBR Case Study)
By: Elie Ofek
A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details
- September 2006 (Revised June 2007)
- Teaching Note
Unilever in India: Hindustan Lever's Project Shakti--Marketing FMCG to the Rural Consumer (TN)
- February 2010
- Background Note
Marketing Analysis Toolkit: Situation Analysis
By: Thomas J. Steenburgh and Jill Avery
Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
example, how well consumers were able to recall a brand name after commercials have been run—but not much more. The effectiveness of marketing investments was rarely directly... View Details
Keywords: by Sean Silverthorne
- April 2024
- Article
Pay-As-You-Go Insurance: Experimental Evidence on Consumer Demand and Behavior
By: Raymond Kluender
Pay-as-you-go contracts reduce minimum purchase requirements which may increase market participation. We randomize the introduction and price(s) of a novel pay-as-you-go contract to the California auto insurance market where 17 percent of drivers are uninsured. The... View Details
- 22 Oct 2018
- Blog Post
HBS Marketing Club Presents: The Brand Summit
and a competitive edge in the market. Of course, this is easier said than done. In a world of rapid technology advancements and changing consumer preferences, marketers are constantly tested on how quickly... View Details
Keywords: All Industries
- February 2006 (Revised September 2007)
- Background Note
Winner-Take-All in Networked Markets
Discusses platform structure in new networked markets, that is, whether a market that exhibits network effects will be served by a single platform or by rival platforms. Defines "platforms" and "platform structure"; describes factors that influence the odds that a... View Details
- 2016
- Book
Consumers, Corporations, and Public Health: A Case-Based Approach to Sustainable Business
By: John A. Quelch
The public health footprint associated with corporate behavior has come under increased scrutiny in the last decade, with an increased expectation that private profit not come at the expense of consumer welfare.
Consumers, Corporations, and Public... View Details
Consumers, Corporations, and Public... View Details
Keywords: Consumer; Corporate Culture; Public Health; Consumer Behavior; Marketing Strategy; Corporate Strategy; Health; Innovation and Invention; Innovation and Management; Supply Chain Management; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Asia; Oceania; North and Central America; Middle East; Latin America; Europe
- 2014
- Working Paper
Institutional Strategies in Emerging Markets
By: Christopher Marquis and Mia Raynard
We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details
- 22 Feb 2008
- Working Paper Summaries
Consumer Demand for Prize-Linked Savings: A Preliminary Analysis
- 01 Apr 2000
- News
Marketing Muscle
marketing experience. Branding, Edwards believes, is the best defense against competition. "It's not technology, because you can leapfrog that or acquire it," she said. "At the end of the day, consumers are... View Details
- November 1999 (Revised July 2000)
- Case
Roly International: Consumer Licensed Products in China
In this case Roly International, the largest Disney apparel licensee in China, considers how to adapt their distribution channel strategy to the downturn in the Chinese market. View Details