Publications

October 2009 (Revised March 2012)
Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld

How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details

Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry

February 2020 (Revised April 2021)
Case

StockX: The Stock Market of Things

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

August 1993
Case

Nestle S.A.: International Marketing (B)

By: John A. Quelch

Describes organization changes announced by Nestle's chariman in 1991 and updates the description of Nestle's marketing organization. View Details

Keywords: Organizational Change and Adaptation; Marketing Strategy; Organizational Structure; Globalization; Consumer Products Industry; Consumer Products Industry; Switzerland

May 2009 (Revised December 2009)
Case

Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham

Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details

Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry

18 Jul 2023
Interview

Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More

By: Jeffrey F. Rayport and Doug Levin

This episode of "Lessons from Startup Life" podcast features Jeffrey Rayport, Senior Lecturer of Business Administration at the Harvard Business School. Jeffrey specializes in teaching and researching growth-stage technology ventures and their scalability. Prior to... View Details

Keywords: Scaling And Growth; Start-up; Diversity; Equity; Inclusion; Technology; Business Startups; Product Marketing; Business Growth and Maturation

October 2019 (Revised December 2019)
Case

La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand

By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej

As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the... View Details

2016
Chapter

Navigating Natural Monopolies: Market Strategy and Nonmarket Challenges in Radio and Television Audience Measurement Markets

By: Hillary Greene and Dennis Yao

This paper explores how firms within the audience measurement industry, specifically its radio and television markets, have navigated myriad market and nonmarket challenges. The market strategies and the nonmarket forces that constrain those strategies are largely... View Details

Keywords: Measurement and Metrics; Marketing Strategy; Consumer Behavior; Monopoly; Television Entertainment; Public Opinion; Geographic Scope; Media and Broadcasting Industry; United States

Find at Harvard

23 Apr 2001
Research & Ideas

Market Research Meets the “People Factor”

Knowledge about a market is no cinch to acquire, of course. And though information may have been painstakingly collected, analyzed, and presented by market researchers, it faces an even greater hurdle when... View Details

Keywords: by Martha Lagace

March 1997
Background Note

Copper and Zinc Markets 1996

By: Peter Tufano

Provides background information on copper and zinc markets as of mid-1996. Discusses supply and demand conditions, forecasts of the spot prices of the metals, and contracts for future delivery (forwards, futures, and options). View Details

Keywords: Demand and Consumers; Metals and Minerals; Supply and Industry; Mining Industry

Web

Marketing - Faculty & Research

influenced by social factors. Companies are recognizing that there is a large market at the "bottom of the pyramid" and marketing to these consumers may require a new... View Details

November 1998 (Revised October 2003)
Case

Mike Winsor: A Career in Marketing

By: Robert J. Dolan

An MBA student has received an offer to join Kraft Foods, a leading consumer packaged goods firm. This unit is a wholly owned subsidiary of a holding company whose other major subsidiary is a leading cigarette manufacturer. The case raises ethical issues of marketing. View Details

Keywords: Marketing; Ethics

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions, guide managerial decisions, and... View Details

Keywords: by Kristen Senz

07 Dec 2015
News

Nurturing a Healthy Food System for Producers and Consumers

staff nearly 6 million meals per year. Through a multi-year grant, the school has developed new relationships with local growers, processors, and distributors and funded educational and marketing efforts to create an engaged campus... View Details

2008
Working Paper

Competition and Resource Sensitivity in Marriage and Roommate Markets

By: Bettina-Elisabeth Klaus

We consider one-to-one matching markets in which agents can either be matched as pairs or remain single. In these so-called roommate markets agents are consumers and resources at the same time. We investigate two new properties that capture the effect a newcomer has on... View Details

Keywords: Competition; Marketplace Matching