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      • Faculty Publications  (301)

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      • July 1994 (Revised January 1997)
      • Case

      Steamboat Ski & Resort Corporation

      By: Jeffrey F. Rayport
      The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages." View Details
      Keywords: Marketing Strategy; Service Delivery; Entertainment and Recreation Industry; Colorado
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      Rayport, Jeffrey F., Mary E. Callahan, Don Bramley, Katie King, and Hilary Nicholas. "Steamboat Ski & Resort Corporation." Harvard Business School Case 395-019, July 1994. (Revised January 1997.)
      • May 1994
      • Background Note

      Segmenting Customers in Mature Industrial Markets: An Application

      By: V. Kasturi Rangan
      In mature industrial markets, segmenting customers by size, industry, or product benefits alone rarely is sufficient. Customer behavior regarding trade-offs between price and service also becomes an important criterion. This note offers a framework to enable such... View Details
      Keywords: Segmentation; Framework; Consumer Behavior; Marketing Strategy; Industrial Products Industry
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      Rangan, V. Kasturi. "Segmenting Customers in Mature Industrial Markets: An Application." Harvard Business School Background Note 594-089, May 1994.
      • May 1994 (Revised November 1994)
      • Case

      PepsiCo: A View from the Corporate Office

      By: Lynda M. Applegate and Leonard A. Schlesinger
      Describes the three business segments of PepsiCo (beverages, snack foods, and restaurants). It then explores the competitive environment within each segment and the response of PepsiCo's businesses. It seeks to show how PepsiCo CEO, D. Wayne Calloway, in a very... View Details
      Keywords: Business Divisions; Change; Governance Controls; Management Style; Organizational Structure; Situation or Environment; Competitive Strategy; Value; Food and Beverage Industry
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      Applegate, Lynda M., and Leonard A. Schlesinger. "PepsiCo: A View from the Corporate Office." Harvard Business School Case 694-078, May 1994. (Revised November 1994.)
      • December 1992 (Revised October 1993)
      • Case

      BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

      By: Stephen A. Greyser and Wendy Smith Schille
      Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details
      Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry
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      Greyser, Stephen A., and Wendy Smith Schille. "BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself." Harvard Business School Case 593-046, December 1992. (Revised October 1993.)
      • October 1992
      • Article

      Segmenting Industrial Customers by Buyer Behavior

      By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz
      Keywords: Consumer Behavior; Customers
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      Rangan, V. K., R. T. Moriarty Jr., and G. Swartz. "Segmenting Industrial Customers by Buyer Behavior." Journal of Marketing 56, no. 1 (October 1992): 72–82.
      • Article

      Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

      By: Randolph E. Bucklin and Sunil Gupta
      Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation
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      Bucklin, Randolph E., and Sunil Gupta. "Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach." Journal of Marketing Research (JMR) 29, no. 2 (May 1992): 201–215. (Finalist for the 1997 O'Dell Award, Journal of Marketing Research.)
      • February 1992 (Revised January 2002)
      • Case

      BMW: The 7-Series Project (A)

      By: Gary P. Pisano
      Explores BMW's decision about how to manufacture prototype vehicles. Historically, BMW's prototypes were handcrafted by highly skilled artisans in the company's shop. A proposal has been made to alter the process so that prototypes are made in a way that can better... View Details
      Keywords: Product Development; Research and Development; Design; Production; Strategy; Quality; Decision Making; Auto Industry; Manufacturing Industry; Germany
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      Pisano, Gary P. "BMW: The 7-Series Project (A)." Harvard Business School Case 692-083, February 1992. (Revised January 2002.)
      • September 1991 (Revised February 1993)
      • Case

      Burroughs Wellcome and AZT (A)

      By: Willis M. Emmons III
      Burroughs Wellcome Co., developer of AZT, the first drug approved by the U.S. Food and Drug Administration for the treatment of Acquired Immune Deficiency Syndrome (AIDS), finds itself under siege in September 1989 by AIDS activists and various segments of the U.S.... View Details
      Keywords: Governing Rules, Regulations, and Reforms; Ethics; Business and Government Relations; Communication Strategy; Health Care and Treatment; Monopoly; Intellectual Property; Research and Development; Price; Pharmaceutical Industry; London
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      Emmons, Willis M., III. "Burroughs Wellcome and AZT (A)." Harvard Business School Case 792-004, September 1991. (Revised February 1993.)
      • March–April 1991
      • Article

      Segmentation versus the Mass Market

      By: R. S. Tedlow
      Keywords: Markets
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      Tedlow, R. S. "Segmentation versus the Mass Market." World Link (March–April 1991).
      • December 1990 (Revised December 1993)
      • Case

      Australian Paper Manufacturers (A)

      By: David M. Upton and Joshua D. Margolis
      Describes a company which has broken an unwritten cordial agreement amongst the three Australian paper manufacturers to split the domestic market three ways by market segment. The company invades another's "territory" with advanced technology, quality, and,... View Details
      Keywords: Agreements and Arrangements; Production; Information Technology; Ethics; Situation or Environment; Product Development; Segmentation; Expansion; Financial Strategy; Pulp and Paper Industry; Australia
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      Upton, David M., and Joshua D. Margolis. "Australian Paper Manufacturers (A)." Harvard Business School Case 691-041, December 1990. (Revised December 1993.)
      • April 1990
      • Supplement

      Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses

      By: Stephen A. Greyser and Norman Klein
      Describes the reactions of public interest groups, members of the House of Representatives, and others. Further documents reactions to the choice of Philip Morris (PM) as a sponsor. Invites students to weigh the corporate pluses and minuses for PM, given these... View Details
      Keywords: Marketing Channels; Behavior; Public Opinion; Segmentation
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      Greyser, Stephen A., and Norman Klein. Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses. Harvard Business School Supplement 590-109, April 1990.
      • October 1987 (Revised November 1994)
      • Case

      Boston Fights Drugs (A): Designing Communications Research

      By: V. Kasturi Rangan
      Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details
      Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston
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      Rangan, V. Kasturi. "Boston Fights Drugs (A): Designing Communications Research." Harvard Business School Case 588-031, October 1987. (Revised November 1994.)
      • August 1980
      • Supplement

      Renn Zaphiropoulos, A Day with, Video

      By: John P. Kotter
      Focuses on the management style of Renn Zaphiropoulos in the context of a rapidly changing segment of Xerox's business environment. To be contrasted with the videotape, Day with Fred Henderson (9-881-502) and the case, Fred Henderson (9-480-043). View Details
      Keywords: Change Management; Management Style; Organizational Change and Adaptation
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      Kotter, John P. "Renn Zaphiropoulos, A Day with, Video." Harvard Business School Video Supplement 881-501, August 1980.
      • Article

      Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies

      By: Rohit Deshpandé and Rajendra K. Srivastava
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      Deshpandé, Rohit, and Rajendra K. Srivastava. "Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies." Special Issue on Proceedings of the Second Annual Conference of the Academy of Marketing Science edited by D. K. Hawes and R. Tamilia. Developments in Marketing Science 1 (1978): 128–132.
      • Research Summary

      Competitive Strategy

      By: Michael E. Porter

      Porter is engaged in a major new body of work on the theoretical foundations of competitive positioning and the underpinnings of sustainable competitive advantage. This research highlights the distinction between positioning and operational effectiveness; the... View Details

      • Teaching Interest

      Doing Business in Africa

      By: John D. Macomber

      This course introduces frameworks and models for smart and focused investing and operations across sectors, nations, industries, and time frames in Africa.   Students will learn tools and skills to help navigate the business landscape of Africa in terms of selection... View Details

      Keywords: Africa
      • Research Summary

      Internalizing Global Value Chains: A Firm-Level Analysis

      By: Laura Alfaro
      In recent decades, advances in information and communication technology and falling trade barriers have led firms to retain within their boundaries and in their domestic economies only a subset of their production stages. A key decision facing firms worldwide is the... View Details
      • Teaching Interest

      Leadership and Organizational Behavior (LEAD)

      By: Ethan S. Bernstein

      Professor Bernstein taught Leadership and Organizational Behavior (LEAD) from 2013-2016 (7 sections).  This course focuses on how managers become effective leaders by addressing the human side of enterprise.

      The course is divided into five modules:View Details

      Keywords: Leadership; Organizations; Personal Development and Career; Relationships; Communication
      • Teaching Interest

      Managing the Future of Work (MBA Education—Elective Curriculum)

      By: Christopher T. Stanton

      The nature and scope of work is changing rapidly, creating massive business challenges in the shadow of broader political and social shifts.  HBS launched a major initiative in 2017 on Managing the Future of Work to define these workplace issues and... View Details

      • Forthcoming
      • Article

      Segmented Arbitrage

      By: Emil Siriwardane, Adi Sunderam and Jonathan Wallen
      We use arbitrage activity in equity, fixed income, and foreign exchange markets to characterize the frictions and constraints facing intermediaries. The average pairwise correlation between the 32 arbitrage spreads that we study is 22%. These low correlations are... View Details
      Keywords: Financial Intermediation; Arbitrage; Intermediary-based Asset Pricing; Finance; Segmentation
      Citation
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      Siriwardane, Emil, Adi Sunderam, and Jonathan Wallen. "Segmented Arbitrage." Journal of Finance (forthcoming).
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