Market Segmentation And Target Market Selection - Publications - Faculty & Research - Harvard Business School

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2019
Working Paper

Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

By: Doug J. Chung, Kyoungwon Seo and Reo Song

This study examines the effect of technology stores—company-owned Apple and Microsoft retail stores—on mall configuration. We formulate a structural model that considers the endogenous location decisions of retail stores, taking into account both market characteristics... View Details

Keywords: Apple Store; New Anchor Store; Discrete Game; Complete Information; Multiple Equilibria; GPGPU Technology; Simulator; Bayesian Estimation; Shopping Mall; Spillover

November 2014
Article

The Impact of Corporate Sustainability on Organizational Processes and Performance

By: Robert G. Eccles, Ioannis Ioannou and George Serafeim

We investigate the effect of corporate sustainability on organizational processes and performance. Using a matched sample of 180 U.S. companies, we find that corporations that voluntarily adopted sustainability policies by 1993—termed as High Sustainability... View Details

Keywords: Sustainability; Sustainability Management; Sustainability Research; Sustainability Reporting; Sustainability Targets; Corporate Social Responsibility; Corporate Accountability; Reporting; Corporate Governance; Investor Clientele; Investor Communication; Stock Market; Corporate Social Responsibility and Impact; Environmental Sustainability; Performance; United States

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October 2014 (Revised November 2016)
Technical Note

Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)

This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a... View Details

Keywords: Customer Lifetime Value; Return On Investment; Segmentation; Social Networks; Customer Relationship Management; Marketing Strategy; Investment Return; Social and Collaborative Networks; Social Media

Summer, 2018
Article

Innovation, Reallocation and Growth

By: Daron Acemoglu, Ufuk Akcigit, Harun Alp, Nicholas Bloom and William R. Kerr

We build a model of firm-level innovation, productivity growth, and reallocation featuring endogenous entry and exit. A new and central economic force is the selection between high- and low-type firms, which differ in terms of their innovative capacity. We estimate the... View Details

Keywords: Entry; Growth; Industrial Policy; Innovation; R＆D; Reallocation; Selection; Market Entry and Exit; Growth and Development; Innovation and Invention; Research and Development; Performance Productivity

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January 2017 (Revised February 2018)
Case

Godiva Japan: Think Local, Scale Global

By: Rohit Deshpandé, Esel Cekin and Akiko Kanno

This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,... View Details

Web

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

Insights & Advice 22 Mar 2024 Driving Impact in Emerging Markets with HBS Alum Nneka Chime (MBA 2015) Becca Carnahan Author HBS Team tag Alumni Student & Alumni Stories Nneka Chime’s (MBA 2015) career path offers an alternative road map... View Details

04 Dec 2014
Working Paper Summaries

The Air War versus The Ground Game: An Analysis of Multi-Channel Marketing in US Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang

June 2013 (Revised January 2016)
Case

Château Margaux: Launching the Third Wine

By: Elie Ofek and Eric E. Vogt

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; France

24 Oct 2013
Working Paper Summaries

When $3+$1 > $4: The Effect of Gift Salience on Employee Effort in an Online Labor Market

Keywords: by Duncan Gilchrist, Michael Luca & Deepak Malhotra

January 2021 (Revised May 2021)
Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli

This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details

October 2011 (Revised March 2012)
Case

Cottle-Taylor: Expanding the Oral Care Group in India

By: John A. Quelch and Alisa Zalosh

Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern... View Details

Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Marketing Strategy; Consumer Behavior; Emerging Markets; Forecasting and Prediction; Advertising; Product Launch; Budgets and Budgeting; Product Development; Consumer Products Industry; Health Industry; India

January 2018 (Revised October 2021)
Case

Château Margaux: Launching the Third Wine (Abridged)

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; France

October 2015
Case

BandPage (A)

By: Karim R. Lakhani, Colin Maclay and Greta Friar

BandPage CEO James "J" Sider is about to receive results from BandPage's targeted advertising campaign on music streaming service Rhapsody and learn whether BandPage's strategy to improve ad click through rates and generate revenue has succeeded. BandPage, which began... View Details

Keywords: Digital Innovation; Digital Music; Digital Marketing; Mobile Marketing; Technological Innovation; Marketing Communications; Music Entertainment; Mobile Technology; Music Industry

September 2015 (Revised March 2017)
Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan

Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details

Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; France

March–April 2014
Article

The Low-Risk Anomaly: A Decomposition into Micro and Macro Effects

By: Malcolm Baker, Brendan Bradley and Ryan Taliaferro

Low beta stocks have offered a combination of low risk and high returns. We decompose the anomaly into micro and macro components. The micro component comes from the selection of low beta stocks. The macro component comes from the selection of low beta countries or... View Details

Keywords: Low Volatility; Beta; Portfolio Construction; Market Efficiency; Capital Asset Pricing Model; Asset Management

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October 2022
Article

A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts

By: Navid Mojir and K. Sudhir

The paper develops the ﬁrst structural model of organizational buying to study innovation diﬀusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,... View Details

Keywords: Organizational Buying Behavior; Healthcare Marketing; B2B Markets; B2B Innovation; New Product Diffusion; New Product Adoption; Organizations; Acquisition; Behavior; Health Care and Treatment; Marketing; Innovation and Invention

January 2015 (Revised April 2018)
Case

CJ E&M: Creating a K-Culture in the U.S.

By: Elie Ofek, Sang-Hoon Kim and Michael Norris

Buoyed by the success of K-pop music and K-drama television shows in Asian countries, Chairman Jay Lee, of the South Korean conglomerate CJ Group, believed that the time was ripe for taking Korean cultural content to the West. One initiative, carried out by the Group's... View Details

Keywords: Cultural Consumption; Media Businesses; International Marketing; Event Marketing; Creative Industries; Cross-cultural Adaptation; Ethnic Marketing; South Korea; Marketing Strategy; Entertainment; Global Strategy; Cross-Cultural and Cross-Border Issues; Entertainment and Recreation Industry; United States; South Korea

Web

Gender Backlash: Does Exposure to Female Labor Market Participation Fuel Gender Conservatism? - Blog: RGE Report

Female Labor Market Participation Fuel Gender Conservatism? tag RGE Blog In the decades since women began entering the corporate workforce at higher rates, our society’s gender dynamics have begun to shift dramatically. Women’s... View Details

September 2014 (Revised May 2015)
Case

The United Kingdom and the Means to Prosperity

By: Laura Alfaro, Lakshmi Iyer and Hilary White

After struggling through the country's longest recession since 2008, the U.K. was expected to grow faster than any other G7 nation in 2014. Analysts wondered whether the return to growth was because, or in spite of, Prime Minister David Cameron's controversial £113... View Details

January 2017
Teaching Note

The Park Hotels: Revitalizing an Iconic Indian Brand

By: Jill Avery and Chekitan S. Dev

Priya Paul, chairwoman of The Park Hotels, an award-winning portfolio of thirteen boutique hotels scattered across India, was in the midst of a brand revitalization program. Landor Associates, a leading brand consultancy, had identified three areas of concern: the... View Details

Keywords: Brand Management; Brand Positioning; Brand Portfolio Strategy; Brand Architecture; Brand Repositioning; Target Market; Hospitality; Hotel Industry; Marketing; Brands and Branding; Marketing Strategy; Service Delivery; Travel Industry; Service Industry; India; Asia

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