Market Segmentation - Publications - Faculty & Research

22 Jan 2019
First Look

New Research and Ideas, January 22, 2019

predictions. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54314 January–February 2019 Harvard Business Review Cracking Frontier Markets By: Christensen, Clayton M., Efosa Ojomo, and Karen Dillon Abstract— With... View Details

Keywords: Dina Gerdeman

05 Apr 2011
First Look

First Look: April 5

Limits to Network Effects Authors:Hann Hałaburda and Mikołaj Jan Piskorski Abstract We model conditions under which agents in two-sided matching markets rationally prefer a platform restricting choice rather than a platform that offers... View Details

Keywords: Sean Silverthorne

09 Dec 2019
Research & Ideas

Identify Great Customers from Their First Purchase

Using information collected during a customer’s first purchase, a new marketing tool that leverages machine learning technology can provide firms with valuable predictions about the customer’s future behavior, says Eva Ascarza, a View Details

Keywords: by Kristen Senz; Retail; Service

23 Oct 2000
Research & Ideas

The Strategy-Focused Organization

weather that depressed sales of natural gas and home heating oil. As you know, this is also the first quarter we are operating with the Balanced Scorecard, so I can see performance across a broader set of indicators. Market shares in our... View Details

Keywords: by Robert S. Kaplan & David P. Norton

19 Apr 2010
Research & Ideas

The History of Beauty

provide further major challenges for new ventures. Creative talent, astute marketing skills, and the ability to understand and respond rapidly to consumer fashions and preferences are all needed to succeed. There are fortunes to be made... View Details

Keywords: by Sean Silverthorne; Beauty & Cosmetics

16 Apr 2001
Research & Ideas

Strategy and the Internet

offerings of dot-coms. Industry leaders have compromised their existing competitive advantages by entering market segments to which they bring little that is distinctive. Merrill Lynch's move to imitate the... View Details

Keywords: by Michael E. Porter

August 2006 (Revised February 2009)
Case

Tanishq: Positioning to Capture the Indian Woman's Heart

By: Das Narayandas and Kerry Herman

The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been... View Details

Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India

Citation

Educators

Purchase

01 Oct 2007
Research & Ideas

Encouraging Dissent in Decision-Making

notion that a large segment of consumers might prefer automobiles that were safe and fuel-efficient. Coca-Cola ignored evidence that "New Coke" would fizzle and launched it anyway. Companies in the mechanical-watch and... View Details

Keywords: by Garry Emmons

August 2018
Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

Citation

Purchase

26 Jun 2018
First Look

New Research and Ideas, June 26, 2018

measures of constraints. These findings imply a high degree of market segmentation and suggest that frictions within specialized financial institutions prevent capital from flowing into the View Details

Keywords: Dina Gerdeman

09 Jul 2020
Research & Ideas

It’s Time to Reset Decision-Making in Your Organization

price decreases segmented by customer and channel. Another hallmark of stressful situations is that they can lead to paralysis and inaction, what Nathan Furr calls “unproductive uncertainty.” He recommends three strategies for... View Details

Keywords: by Boris Groysberg and Sarah Abbott

06 Dec 2011
First Look

First Look: Dec. 6

http://hbr.org/product/flying-without-a-net-turn-fear-of-change-into-fuel/an/10297-HBK-ENG The Real Consequences of Market Segmentation Authors:Sergey Chernenko and Adi Sunderam Publication:Review of... View Details

Keywords: Sean Silverthorne

06 Dec 2017
What Do You Think?

Is It Time To Break Up Amazon, Apple, Facebook, or Google?

it has acquired Whole Foods, the market value of US big name retailers selling foods immediately drops 10 to 20 percent. The exchange of information and news, fake or fact, among large segments of the... View Details

Keywords: by James Heskett; Technology; Web Services

28 Nov 2005
Research & Ideas

Unilever: Transformation and Tradition

possessed, first, strong capabilities in branding and marketing. It understood local markets, and it knew how to market to them. It was at the frontier of market segmentation... View Details

Keywords: by Geoffrey Jones; Consumer Products

January 2018
Technical Note

The Scope of Business at the Base of the Pyramid: Middle and Lower Income Countries

By: V. Kasturi Rangan and Tricia Gregg

Using World Bank data, the note defines the Base of the Pyramid population as the 4.76 billion people living on less than $10/day. It briefly reviews the perspectives of key business articles that address this market, notably C.K. Prahalad’s work on Bottom of the... View Details

Keywords: Developing Countries and Economies; Poverty; Social Issues; Human Needs; Segmentation

Citation

Educators

Purchase

23 Nov 2021
Research & Ideas

The Vinyl Renaissance: Take Those Old Records Off the Shelf

then sell this to the consumer. If you look at vinyl right now, it’s a very small segment of the market, but it has a very important, symbolic role. The vinyl record is an extension of the craft of making music, another way to connect... View Details

Keywords: by Christine Pazzanese, Harvard Gazette; Music

May 1998 (Revised May 1999)
Case

Biopure Corp.

By: John T. Gourville

It is early 1998 and Biopure Corp., a small biopharmaceutical firm with no sales revenues in its ten-year history, has just received government approval to release Oxyglobin, a revolutionary new "blood substitute" designed to replace the need for donated animal blood... View Details

Keywords: Segmentation; Marketing Strategy; Engineering; Budgets and Budgeting; Sales; Transformation; Markets; Debates; Product Launch; Pharmaceutical Industry

Citation

Educators

Purchase

14 Feb 2017
First Look

First Look at New Research: February 14

commercial product. Wanberg and his team narrowed down the relevant market to three main segments: creative professionals, working professionals, and students. However, these segments were seemingly at odds... View Details

Keywords: Sean Silverthorne

29 Jan 2021
Op-Ed

How Influencers, Celebrities, and FOMO Can Win Over Vaccine Skeptics

be classified into five segments: innovators, early adopters, early majority, late majority, and laggards. Each of the five segments has its own behavioral and demographic characteristics, with varying levels of uncertainty about the... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim

October 2016
Case

The Quiet Ascension of LA Fitness

By: John R. Wells and Gabriel Ellsworth

In 2016, LA Fitness was the largest chain of non-franchised fitness clubs in North America, operating 676 clubs, serving 4.9 million members, and generating revenues of over $1.9 billion. Founded by Chinyol Yi, Louis Welch, and Paul Norris in 1984, the privately held... View Details