Publications

October 1987
Background Note

High-Tech vs. Low-Tech Marketing: Where's the Beef?

Intended to demystify the notion of high-tech marketing. Its first objective is to clarify the definition of high-tech marketing. Second, it provides a new framework for evaluating the question: "How is high-tech marketing different from traditional marketing... View Details

Keywords: Technology; Marketing

May 06 2021
Tout

Earn a Certificate of Management Excellence

Justine Murray

Justine is a doctoral student in the Micro Organizational Behavior unit at Harvard Business School. Her research interests include callings, meaningful work, time, money and happiness and how individuals account for each of these factors when making decisions about... View Details

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Faculty & Research

chapters—explore eleven episodes of democratic breakdown, ranging from ancient Athens to Weimar Germany to present-day Turkey, Russia, and Venezuela. Journal of Marketing Research (JMR) 61, no. 5 (October 2024): 872–890. Canary Categories... View Details

Web

PhD Programs - Doctoral

foundation of an academic career. Jointly administered by HBS and GSAS, the program has four areas of study: Accounting and Management , Marketing , Strategy , and Technology and Operations Management . All areas of study involve roughly... View Details

Program

Creating Brand Value

nurture relationships and create value for both consumers and your business. Key Benefits Through real-life examples of how B2C companies and their marketers are creating brand value, you will expand your understanding of today's branding... View Details

Olivia S. Kim

Olivia Kim is an assistant professor of business administration in the Entrepreneurial Management Unit at Harvard Business School. She teaches the Entrepreneurial Management course in the MBA required curriculum.

Professor Kim's research examines how firms... View Details

Alison Wood Brooks

Alison Wood Brooks is the O'Brien Associate Professor of Business Administration and Hellman Faculty Fellow in the Negotiation, Organizations & Markets Unit at Harvard Business School. She teaches a cutting-edge course in the MBA elective curriculum called "How... View Details

23 Apr 2012
Research & Ideas

How to Brand a Next-Generation Product

very deliberate effort to market the iPad as a sibling to the Mac. Macs keep their names with each successive upgrade, analysts noted, while iPhones sport sequential numbers and letters to indicate improvements. “Consumers don't... View Details

Keywords: by Carmen Nobel

April 2010 (Revised July 2014)
Case

Apple Inc. in 2010

By: David B. Yoffie and Renee Kim

On April 4, 2010, Apple Inc. launched the iPad, the company's third major innovation released over the last decade under its iconic CEO Steve Jobs. Apple's strategy of shifting its business into non-PC products had thrived so far, driven by the smashing success of the... View Details

Keywords: Technological Innovation; Product Launch; Product Positioning; Competition; Corporate Strategy; Computer Industry; Electronics Industry

September 2014
Case

Crescent Pure

By: John A. Quelch and Alisa Zalosh

Executives from Portland Drake Beverages (PDB) are meeting to determine the appropriate product positioning and advertising campaign for the launch of Crescent Pure, a specialty organic beverage. They have 3 options for positioning: should Crescent Pure be positioned... View Details

January–February 2018
Article

Ads That Don't Overstep: How to Make Sure You Don't Take Personalization Too Far

By: Leslie John, Tami Kim and Kate Barasz

Data gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies tracking every click, companies can now gain unprecedented insight into individual consumers and target them with... View Details

Keywords: Digital Marketing; Customization and Personalization; Information; Customers; Attitudes

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May 2002 (Revised May 2003)
Case

Performance Indicator

Performance Indicator is a start-up that holds patents on the use of color-change technology to indicate when golf balls have been damaged by exposure to water. Because golfers put two to five used golf balls into play for every one new ball they buy, the used golf... View Details

Keywords: Information Technology; Patents; Entrepreneurship; Sports; Sports Industry; Entertainment and Recreation Industry

Jorge Tamayo is an assistant professor of business administration in the Strategy Unit. He teaches the Strategy course in the MBA required curriculum.

Professor Tamayo is an applied microeconomist primarily interested in industrial organization and... View Details

January 1993 (Revised November 1993)
Case

Warner-Lambert Ireland: Niconil

By: John A. Quelch and Susan Smith

The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation. View Details

Keywords: Product Launch; Marketing Strategy; Pharmaceutical Industry; Republic of Ireland

October 1986 (Revised January 1991)
Case

Manac Systems International Ltd.

Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM... View Details

Keywords: Marketing Communications; Marketing Channels; Software; Product Marketing; Information Technology Industry

July 2010
Case

Monmouth, Inc.

By: Thomas R. Piper and Heide Abelli

The management of Monmouth Inc. is considering whether to acquire the Robertson Tool Company and the value and form that the acquisition should take. Value can be assessed using a variety of approaches including a DCF with WACC analysis, impact on EPS and market... View Details

Keywords: Competitive Bidding; Forecasting; Stock Offerings; Mergers ＆ Acquisitions; Margins; Stocks; Valuation; Mergers and Acquisitions; Forecasting and Prediction; Bids and Bidding; Manufacturing Industry; Consumer Products Industry

December 2014 (Revised July 2016)
Case

HEINEKEN—Brewing a Better World

By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer

The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details

Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry

June 2001
Case

Competitive Dynamics in Home Video Games (I): The Sony PlayStation

Describes Sony's entry into the home video-game market and its strategy for gaining market share. A rewritten version of an earlier case. View Details

Keywords: Competition; Market Entry and Exit; Video Game Industry