Marketing Strategy - Publications - Faculty & Research - Harvard Business School

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2021
Working Paper

Accounting for Product Impact in the Oil and Gas Industry

By: Katie Panella, George Serafeim and Katie Trinh

We apply the product impact measurement framework of the Impact-Weighted Accounts Initiative (IWAI) in two competitor companies within the oil and gas industry. We design a monetization methodology that allows us to calculate monetary product impact estimates of... View Details

August 1995 (Revised March 1998)
Background Note

Competition Policy in the European Union in 1995

Describes the history of the competition policy in the European Union, and focuses on the evolution of pan-European and member-state statutes. The tension between policy and enforcement at various levels draws attention to issues of market definition, especially in... View Details

Keywords: Competition; Policy; European Union

November 2000 (Revised December 2001)
Case

Alibaba.com

By: F. Warren McFarlan, Carin-Isabel Knoop and David Lane

This case focuses on the strategic issues of an emerging dot-com in a rapidly emerging Internet nation-China. Alibaba, a bulletin board company based in Hangzhou, China, is trying to carve out a niche in the B-to-B e-commerce world. It also shows the speed and... View Details

Keywords: Digital Marketing; Internet and the Web; Marketing; Strategy; Service Industry; Information Technology Industry; Hangzhou; Europe; United States

06 Aug 2024
Cold Call Podcast

How EdTech Firm Coursera Is Incorporating GenAI into Its Products and Services

Keywords: Re: Suraj Srinivasan; Education; Technology

January 2025
Case

Olive Young: Formulating Beauty Innovation

By: Rebecca Karp and Shu Lin

Sun-jung Lee, CEO of Olive Young, South Korea's largest beauty and health retailer, saw significant potential in the U.S. market and considered three pathways: replicating Korea's omnichannel model, adopting a digital-native approach with curated products, or relying... View Details

Keywords: Business Model; Market Entry and Exit; Business Strategy; Distribution Channels; Retail Industry; Beauty and Cosmetics Industry; South Korea; East Asia; United States

September 2006 (Revised June 2007)
Case

3i Group plc: May 2006

By: G. Felda Hardymon and Ann Leamon

Since 2004, Philip Yea, the first outsider ever to lead 3i Group, one of Europe's largest publicly listed private equity firms, has been trying to help the far flung organization become more of a streamlined partnership even as it functions around the globe. As he... View Details

Keywords: Private Equity; Globalized Firms and Management; Alignment; Partners and Partnerships; Public Ownership; Employees; Goals and Objectives; Financial Services Industry

October 2023
Case

Vida Health: Transforming Chronic Disease Treatment

By: William Sahlman and Nicole Tempest Keller

San Francisco based Vida Health, founded by Stephanie Tilenius, former vice president of Commerce and Payments at Google, was a B2B digital health startup focused on the treatment of cardiometabolic conditions, such as diabetes and obesity. Its innovative digital... View Details

Keywords: Corporate Strategy; Growth and Development Strategy; Demand and Consumers; Health Care and Treatment; Product Marketing; Risk and Uncertainty; Technological Innovation; Health Industry; Technology Industry; United States; California; San Francisco

January 1986 (Revised December 1986)
Case

Smartfood

By: William A. Sahlman

Contains a description of a major financing decision confronting the management and advisors of Smartfood, Inc., a company which hopes to market a cheese flavored popcorn product. The primary pedagogic objective is to teach students about matching the financing plan... View Details

Keywords: Venture Capital; Financing and Loans; Financial Strategy; Corporate Entrepreneurship; Market Entry and Exit; Decision Choices and Conditions; Financial Management; Food and Beverage Industry

Find at Harvard

March 2005 (Revised April 2007)
Case

Comergent Technologies Inc.: Enterprise E-Commerce

By: V. Kasturi Rangan and Marie Bell

Coming out of the 2001 high-tech industry recession, this venture capital start-up has to come up with a marketing plan to break even and grow. Its innovative e-commerce software provides unique customer relationship management solutions, but it has to convince... View Details

Keywords: Business Startups; Customer Relationship Management; Financial Crisis; Collaborative Innovation and Invention; Business or Company Management; Marketing Strategy; Problems and Challenges; Software; Information Technology Industry

September 2000 (Revised October 2002)
Case

National Logistics Management

By: Lynda M. Applegate, Mary Rotelli and Kristin Kohler

National Logistics Management (NLM), a third-party logistics company, is a successful, profitable business that provides a more cost-effective and efficient means to expedite premium freight. With the logistics landscape changing, NLM's market niche is threatened. Can... View Details

Keywords: Entrepreneurship; Business Strategy; Competitive Strategy; Growth and Development Strategy; Business or Company Management; Logistics; Industry Structures; Planning; Service Industry

09 Jul 2014
Research & Ideas

How Business Leaders Can Strengthen American Schools

programs to support children and education—but they're often not coordinated, resulting in gaps and redundancies in service. This a fertile area for collaboration. "What you see in some places are business, civic, and education leaders partnering to create a View Details

Keywords: by Julia Hanna; Education

2024
Working Paper

Hidden Risk

By: Daniel Barth, Phillip Monin, Emil Siriwardane and Adi Sunderam

Since 2013, large U.S. hedge fund advisers have been required to report risk exposures in their regulatory filings. Using these data, we first establish that managers’ perceptions of risk contain useful information that is not embedded in fund returns. Investor flows... View Details

Keywords: Corporate Disclosure; Investment Funds; Risk and Uncertainty; Investment Return; Communication Strategy; Financial Services Industry

August 1996 (Revised December 1999)
Case

J Boats, Inc.

By: Robert L. Simons

During the 20-year evolution of a family-owned, entrepreneurial sailboat company, two founders leverage their design and marketing skills to build one of the most recognized brands in the recreational boating industry. The founder then considers management succession... View Details

Keywords: Corporate Entrepreneurship; Family Business; Risk Management; Financial Management; Leveraged Buyouts; Brands and Branding; Competitive Strategy; Capital Markets; Valuation; Shipping Industry; Transportation Industry

September 2006 (Revised July 2009)
Case

BzzAgent, Inc. - 2005

By: William A. Sahlman and Caroline Perkins

Describes a set of financing issues confronting a rapidly growing company that uses "Word-of-Mouth" marketing techniques in promoting research, new products, or services. The company proposes to set the terms for a new round of venture capital it needs and to have... View Details

Keywords: Venture Capital; Investment; Marketing Communications; Marketing Strategy; Value

December 2011 (Revised June 2013)
Supplement

Bananas (B)

By: Eric Van den Steen

As owner and CEO, Wim Van der Borght had grown Bananas in 8 years from a 4.5 million euro company into a 40 million euro group of companies with a range of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies —... View Details

Keywords: Culture; Competitive Advantage; Organizational Culture; Growth and Development Strategy

September 2008 (Revised June 2010)
Case

Hearts On Fire - Brand Development Manager

By: Frank V. Cespedes and Benson P. Shapiro

Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact... View Details

Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy

19 Oct 2021
Cold Call Podcast

Should Global Beer Company Molson Coors Dive into the Cannabis Beverages Business?

Keywords: Re: Derek C. M. van Bever

May 2008 (Revised August 2010)
Case

ScriptLogic®: Point, Click, Done!™

ScriptLogic is a software company that has built a product portfolio that fits under a 'Point, Click, Done!' umbrella; its products are easy to download, easy to install, and easy to use. The company's online marketing program and inside sales force have been very... View Details

Keywords: Investment Return; Growth and Development Strategy; Product Marketing; Product Development; Salesforce Management; Software; Information Technology Industry

16 Oct 2014
News

Reframing Sales Effectiveness

January 2008 (Revised March 2008)
Case

Bidding on Martha's Vineyard (A)

By: James Sebenius

To buy a desirable Martha's Vineyard property, Robert and Sally Franklin must craft a bidding strategy informed by their assessment of their competitor. The "A" case sets up the situation and bidding history to date, describes how they assessed their valuations and... View Details

Keywords: Negotiation Preparation; Negotiation Process; Valuation; Decision Choices and Conditions; Property; Bids and Bidding; Real Estate Industry; Martha's Vineyard

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