Publications

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2010
Working Paper

Multinational Strategies and Developing Countries in Historical Perspective

By: Geoffrey Jones

This working paper offers a longitudinal and descriptive analysis of the strategies of multinationals from developed countries in developing countries. The central argument is that strategies were shaped by the trade-off between opportunity and risk. Three broad... View Details

Keywords: History; Competition; Multinational Firms and Management; Corporate Strategy; Developing Countries and Economies; Business and Government Relations

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09 Jan 2020
Book

Rethinking Business Strategy in the Age of AI

more akin to an Apple, a Tesla, or a Nest, or a GoPro—where it’s a consumer product that has the foundation of sexy hardware technology and sexy software technology,” he is quoted in a book published today, Competing in the Age of AI: View Details

Keywords: by Dina Gerdeman

11 Apr 2011
Lessons from the Classroom

Teaching a ‘Lean Startup’ Strategy

doing that, and waste a lot of money on sales and marketing trying to sell that wrong product," says Tom Eisenmann, a professor in the Entrepreneurial Management Unit at Harvard Business School. "It takes a lot of time, time... View Details

Keywords: by Carmen Nobel; Technology; Computer

March 2011
Module Note

Strategic Marketing in Creative Industries: Managing and Marketing Talent

By: Anita Elberse

Keywords: Marketing Strategy; Talent and Talent Management

February 2005 (Revised August 2008)
Case

Arcelik Home Appliances: International Expansion Strategy

The Turkish home appliances firm Arcelik is revisiting its growth strategy. Options for growth include continuing to promote currently owned brands in international markets, acquiring new brands, expanding OEM or private-label contracts, and/or diversifying into other... View Details

Keywords: Global Strategy; Growth and Development Strategy; Diversification; Expansion; Consumer Products Industry; Turkey

21 Sep 2023
Blog Post

Hands-on Learning About Global Markets

its primarily word-of-mouth marketing strategies and develop more scalable channels to reach new customers. By increasing Ellie Care’s client base, it would also help the company raise capital. Working as a... View Details

May 2002 (Revised October 2005)
Case

Marketing Antidepressants: Prozac and Paxil

By: Youngme E. Moon and Kerry Herman

Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details

Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States

June 2011 (Revised May 2012)
Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details

Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry

October 2001 (Revised April 2002)
Case

America Online, Inc.: Disclosure Strategy

By: Amy P. Hutton and David Lane

Since going public, AOL had disclosed on a quarterly basis supplemental metrics meant to give analysts and investors a way of tracking growth in its subscriber base and the value created through its marketing efforts. These metrics gave management's conversations with... View Details

Keywords: Business Model; Internet and the Web; Change Management; Internet and the Web; Corporate Disclosure; Media; Digital Marketing; Information Technology Industry; Media and Broadcasting Industry

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11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

Very little scholarship has been done around the subject of marketing and democracy. In fact, many believe that politics needs less marketing. Harvard Business School professor John A. Quelch and research associate Katherine E. Jocz see... View Details

Keywords: by Sean Silverthorne

23 Nov 1999
Research & Ideas

What’s Your Strategy for Managing Knowledge?

removing client-sensitive information, we develop 'knowledge objects' by pulling key pieces of knowledge such as interview guides, work schedules, benchmark data, and market segmentation analyses out of documents and storing them in the... View Details

Keywords: by Morten T. Hansen, Nitin Nohria & Thomas Tierney; Consulting

October 1988 (Revised October 1989)
Background Note

Aspects of Marketing Organization: An Introduction

By: Frank V. Cespedes

Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature... View Details

Keywords: Marketing Strategy

2010
Book

Winning in Emerging Markets: A Road Map for Strategy and Execution

By: Tarun Khanna, Krishna G. Palepu and Richard Bullock

The best way to select emerging markets to exploit is to evaluate their size or growth potential, right? Not according to Krishna Palepu and Tarun Khanna. In 'Winning in Emerging Markets,' these leading scholars on the subject present a decidedly different framework... View Details

Keywords: Developing Countries and Economies; Management Analysis, Tools, and Techniques; Emerging Markets; Organizations; Opportunities; Business Strategy

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Teaching

Overview

By: Robert J. Dolan

Professor Dolan's main teaching interest is marketing management. Recent materials developed include notes on marketing research, product policy, and marketing strategy and cases on leading companies such as Catalina Marketing, Kiehl's, Planters Nut and Cox Media's... View Details

February 2017 (Revised April 2018)
Case

Kameda Seika: Cracking the U.S. Market

By: Elie Ofek, Nobuo Sato and Akiko Kanno

In spring 2016, Kameda’s CEO, Michiyasu Tanaka, is facing difficult questions from board members over the lackluster performance of the company’s U.S. subsidiary. Kameda was the leading player in the Japanese rice cracker market and was looking to expand overseas to... View Details

Keywords: Marketing Strategy; Growth and Development Strategy; Adaptation; Performance Improvement; Food and Beverage Industry; Manufacturing Industry; Japan; United States

February 1982 (Revised June 1985)
Case

U.S. Retail Coffee Market (B)

Describes the corporate portfolio of General Foods, Procter & Gamble, and Nestle, thereby placing in context their coffee activities in the United States. The objective of this case is to allow students to evaluate each competitor's commitment to the U.S. retail coffee... View Details

Keywords: Competition; Markets; Retail Industry; Food and Beverage Industry; United States

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

2017
Book

Global Marketing Management: A Casebook

By: John A. Quelch

During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details

Keywords: Marketing; Management; Globalization; Competitive Strategy