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    • All HBS Web  (3,148)
      • Faculty Publications  (327)

      Marketing Reference ProgramsRemove Marketing Reference Programs →

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      • January 1983 (Revised July 1985)
      • Case

      Cable News Network

      By: John A. Quelch
      The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. View Details
      Keywords: Advertising Campaigns; Management Teams; Journalism and News Industry; Media and Broadcasting Industry
      Citation
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      Quelch, John A. "Cable News Network." Harvard Business School Case 583-067, January 1983. (Revised July 1985.)
      • January 1983 (Revised June 1985)
      • Case

      Mary Kay Cosmetics, Inc.: Marketing Communications

      By: John A. Quelch
      Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants. View Details
      Keywords: Marketing Communications; Salesforce Management; Decision Making; Performance Effectiveness; Management Teams; Beauty and Cosmetics Industry; United States
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      Quelch, John A. "Mary Kay Cosmetics, Inc.: Marketing Communications." Harvard Business School Case 583-068, January 1983. (Revised June 1985.)
      • September 1981 (Revised August 1987)
      • Case

      CIBA-GEIGY Agricultural Division

      By: Benson P. Shapiro and Roy H. Schoeman
      In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by... View Details
      Keywords: Marketing Strategy; Innovation Strategy; Communication; Agriculture and Agribusiness Industry
      Citation
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      Shapiro, Benson P., and Roy H. Schoeman. "CIBA-GEIGY Agricultural Division." Harvard Business School Case 582-026, September 1981. (Revised August 1987.)
      • September 1975 (Revised June 1983)
      • Background Note

      Note on the Structural Analysis of Industries

      By: Michael E. Porter
      Provides a framework for the analysis of industry structure. Identifies the major structural features that influence the profit potential in industries and some illustrative implications of these for strategy formulation. Can be used as a reference note for business... View Details
      Keywords: Industry Structures; Business Strategy; Profit
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      Porter, Michael E. "Note on the Structural Analysis of Industries." Harvard Business School Background Note 376-054, September 1975. (Revised June 1983.)
      • Teaching Interest

      Advanced Management Program

      By: Michael L. Tushman

      Market volatility and disruptive innovation are changing the way companies compete in every industry—and increasing the demand for business leaders who can manage globally in the age of digital transformation. Whether you are looking to move up to the executive... View Details

      • Teaching Interest

      Competing in the Age of Digital Platforms—(Executive Education)

      By: David B. Yoffie
      Summary

      Without exception, the most valuable companies in the world today are platforms. Microsoft, Apple, Amazon, Google, Facebook, and many other firms have built their fortunes by facilitating innovation across global ecosystems or... View Details
      Keywords: Platforms; Technology; Strategy; Digital Business; Social Networks; Self-driving Cars; Mobile Gaming; Esports; Financial Services; Online Retail; Ride-sharing; Search; Auctions; United States; Asia; China; Europe
      • Website

      Creating Emerging Markets

      By: Geoffrey Jones
      Harvard Business School has an on-going program to conduct in-depth interviews with top business leaders who have created and managed businesses in Africa, Asia, the Middle East, and Latin America over the last four decades. These interviews, many lasting several... View Details
      Keywords: Business History; Emerging Market
      Citation
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      Jones, Geoffrey. Creating Emerging Markets. http://www.hbs.edu/businesshistory/emerging-markets/Pages/default.aspx.
      • Research Summary

      Customer-Centric Marketing Strategy

      By: Rohit Deshpande
      Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This... View Details
      • Teaching Interest

      Driving Digital Strategy (DIGS)

      By: Sunil Gupta
      Digital technologies have changed the way consumers search for information, communicate with each other, and buy products. Rapid changes in technology and consumer behavior have had a profound impact on business models and marketing practices. This program equips... View Details
      • Teaching Interest

      Leading Professional Service Firms

      By: Andy Wu
      As entry barriers rapidly disappear, competition is accelerating and reshaping the business landscape for professional service firms. Navigating this continual change successfully requires extraordinary leadership abilities. This professional service firm... View Details
      • Research Summary

      Making Markets Work: An Executive Education Program for Africa

      By: Debora L. Spar
      In the last decades of the 20th century economic growth was distributed unevenly across the world. While some countries experienced sustained and unprecedented prosperity, others fell further and further behind. This widening gap was particularly evident in Africa,... View Details
      • Research Summary

      Management Control Systems in Multiunit Companies

      By: Tatiana Sandino

      Professor Sandino conducts research on early-stage multiunit companies that introduce management control systems to help maintain operations, as well as company culture, as they grow, but also to enable adaptation to the different markets that they serve. Building... View Details

      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Digital Marketing

      By: Sunil Gupta and Joseph Davin
      Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
      Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
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      Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
      • Research Summary

      Mastering Strategy Execution

      By: Robert Simons

      Professor Robert Simons’ research encompasses three areas of management accountability that are the foundation for successful strategy execution: organization design, performance measurement and control, and risk management. In addition, Simons is interested in the... View Details

      • Teaching Interest

      Overview

      By: Christina M. Wallace
      Christina Wallace teaches Launching Tech Ventures in the second-year MBA program and is co-course head for The Entrepreneurial Manager in the first-year MBA program. She created an Entrepreneurial Marketing course for HBS Online and regularly teaches entrepreneurship,... View Details
      Keywords: Innovation and Management; Entrepreneurship; Marketing; Marketing Communications; Creativity; Communication Strategy
      • Research Summary

      Overview

      By: Jill J. Avery
      I love brands and have been managing them and studying them for 25 years, as a brand manager and as an academic researcher and teacher. My research program focuses on brand management and customer relationship management and centers on themes relating to the meaning of... View Details
      • Research Summary

      Overview

      By: Rohit Deshpande
      Customer Centricity Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high... View Details
      • Research Summary

      Overview

      By: Reshmaan N. Hussam

      Engaged with field work in South Asia and East Africa, Professor Hussam places a focus on exploring questions with strong theoretical motivation in the economics literature as well as relevant downstream policy implications. Her research spans four broad interests.... View Details

      • Teaching Interest

      Private Equity and Venture Capital (Executive Education)

      By: Josh Lerner

      As equity markets appear to strengthen, interest rates remain low, and asset values look attractive, private equity firms are uniquely positioned to pursue new opportunities. This View Details

      • Research Summary

      Product Policy and Pricing

      By: Robert J. Dolan
      Robert J. Dolan's continuing research on marketing issues focuses on pricing policy and new products. His research program encompasses the development of both cases and conceptual models. Dolan's focus is the proper utilization of customer input in the new-product... View Details
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