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- All HBS Web
(9,506)
- People (18)
- News (1,833)
- Research (6,368)
- Events (8)
- Multimedia (39)
- Faculty Publications (4,337)
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- 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
Ofek, Elie, Nobuo Sato, and Akiko Kanno. "Kameda Seika: Cracking the U.S. Market." Harvard Business School Case 517-095, February 2017. (Revised April 2018.)
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising managers View Details
Keywords: by Sean Silverthorne
- April 2015
- Case
Accor: Designing an Asset-Right Business and Disclosure Strategy
By: Mozaffar Khan and George Serafeim
Sebastien Bazin was now in charge of Accor, the world's largest French hotelier, a CAC 40 company with 3,600 hotels in 92 countries and a market cap of €10 billion. Previously as the European head of Colony Capital, one of the largest private equity groups and the... View Details
Khan, Mozaffar, and George Serafeim. "Accor: Designing an Asset-Right Business and Disclosure Strategy." Harvard Business School Case 115-036, April 2015.
- December 1999 (Revised February 2001)
- Case
CVS: The Web Strategy
By: John A. Deighton and Anjali C. Shah
How should America's second-largest pharmacy chain respond to the challenge from online drugstores? What threat does the web pose to bricks and mortar distribution of prescription drugs and the other items that make up 50% of a drugstore's sales? This case describes... View Details
Keywords: Leveraged Buyouts; Marketing Channels; Distribution Channels; Service Operations; Corporate Strategy; Pharmaceutical Industry; Web Services Industry
Deighton, John A., and Anjali C. Shah. "CVS: The Web Strategy." Harvard Business School Case 500-008, December 1999. (Revised February 2001.) (request a courtesy copy.)
- March 2021
- Technical Note
Competitive Strategy in International Construction
By: John D. Macomber and Emrah Ergelen
Construction of buildings and infrastructure is one of the largest industries in the world in terms of volume. It is also one of the most physically risky, financially uncertain, and politically impacted. The industry is highly fragmented since there are few economies... View Details
Keywords: Construction; Infrastructure; Strategy; Marketing Strategy; Competitive Strategy; Strategic Planning; Global Range; Construction Industry
Macomber, John D., and Emrah Ergelen. "Competitive Strategy in International Construction." Harvard Business School Technical Note 221-074, March 2021.
- June 2017
- Teaching Note
The De Beers Group: Exploring the Diamond Reselling Opportunity
By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details
Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Retail Industry; Consumer Products Industry; Advertising Industry; Mining Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
- August 2017
- Case
RoboTech: Storming into the U.S. Market
By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas
This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details
Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States
Bartlett, Christopher A., Rachel Gordon, and John J. Lafkas. "RoboTech: Storming into the U.S. Market." Harvard Business School Brief Case 918-501, August 2017.
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
A: The federal government and local governments can market themselves more effectively to constituents. First of all, they have to view their organization from a customer... View Details
Keywords: by Sean Silverthorne
- 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
Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)
- 2009
- Working Paper
Gray Markets and Multinational Transfer Pricing
By: Romana L. Autrey and Francesco Bova
Gray markets arise when a manufacturer's products are sold outside of its authorized channels, for instance when goods designated for a foreign market are resold domestically. One method multinationals use to combat gray markets is to increase internal transfer prices... View Details
Keywords: Price; Multinational Firms and Management; Demand and Consumers; Distribution Channels; Business and Government Relations; Sales; Competitive Strategy
Autrey, Romana L., and Francesco Bova. "Gray Markets and Multinational Transfer Pricing." Harvard Business School Working Paper, No. 09-098, February 2009. (Revised October 2009.)
- October 1988 (Revised October 1989)
- Background Note
Aspects of Marketing Organization: An Introduction
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
Cespedes, Frank V. "Aspects of Marketing Organization: An Introduction." Harvard Business School Background Note 589-062, October 1988. (Revised October 1989.)
- 2018
- Book
Driving Digital Strategy: A Guide to Reimagining Your Business
By: Sunil Gupta
Disruption and transformation get a lot of hype and for good reason. Digital technologies have disrupted entire industries and incumbents have often struggled in this new world. Typical approaches used by legacy players such as using technology to improve efficiency,... View Details
Keywords: Marketing; Information Technology; Transformation; Strategy; Competitive Advantage; Value Creation; Customer Focus and Relationships; Organizational Structure; Digital Strategy
Gupta, Sunil. Driving Digital Strategy: A Guide to Reimagining Your Business. Boston: Harvard Business Review Press, 2018.
- 06 Oct 2014
- Research & Ideas
Why Businesses Need a Language Strategy
peers didn't respect him. His lack of leadership ability was masked by his good speaking skills. So I hope our article will cause every reader to go back to their companies and... View Details
Keywords: Re: Tsedal Neeley
- February 2016 (Revised August 2020)
- Case
InsightSquared: Developing the Sales and Marketing Plan
Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path... View Details
Keywords: Sales Planning; Applications and Software; Marketing; Sales; Planning; Growth and Development Strategy
Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised August 2020.)
- February 2002 (Revised February 2006)
- Case
Volvo Trucks (A): Penetrating the U.S. Market
By: Michael E. Porter and Orjan Solvell
Volvo Trucks has worked on a global strategy for several decades. Beginning in the mid-1970s, the company decided to enter the largest market for trucks: the United States. Over time, the company has struggled to get a significant share of the U.S. market and at the... View Details
Keywords: Market Entry and Exit; Competitive Strategy; Five Forces Framework; Truck Transportation; Global Strategy; Globalized Markets and Industries; Manufacturing Industry; Retail Industry; United States; Europe
Porter, Michael E., and Orjan Solvell. "Volvo Trucks (A): Penetrating the U.S. Market." Harvard Business School Case 702-418, February 2002. (Revised February 2006.)
- November – December 2011
- Article
Competitive Strategy for Open Source Software
By: Vineet Kumar, Brett Gordon and Kannan Srinivasan
Commercial open source software (COSS) products-privately developed software based on publicly available source code-represent a rapidly growing, multibillion-dollar market. A unique aspect of competition in the COSS market is that many open source licenses require... View Details
Keywords: Applications and Software; Competitive Strategy; Product Development; Growth and Development; Markets; Motivation and Incentives; Quality; Policy; Perspective; Profit; Open Source Distribution; Emerging Markets
Kumar, Vineet, Brett Gordon, and Kannan Srinivasan. "Competitive Strategy for Open Source Software." Marketing Science 30, no. 6 (November–December 2011): 1066–1078.
- 13 Feb 2006
- Research & Ideas
The Hidden Market for Babies
"brave new world" had actually wanted governments to come in and regulate the market that technology had created. For about a year after the book's publication, I gave speeches about it. And... 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
Moon, Youngme E., and Kerry Herman. "Marketing Antidepressants: Prozac and Paxil." Harvard Business School Case 502-055, May 2002. (Revised October 2005.)
- October 2013 (Revised January 2016)
- Case
J.C. Penney's 'Fair and Square' Strategy (Abridged)
By: Elie Ofek and Jill Avery
As he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
Keywords: Business Model; Change Management; Marketing Strategy; Price; Consumer Behavior; Decision Making; Management Teams; Brands and Branding; Retail Industry; United States
Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Strategy (Abridged)." Harvard Business School Case 514-063, October 2013. (Revised January 2016.)
- July 2010
- Case
Metabical: Positioning and Communications Strategy for a New Weight Loss Drug
By: John A. Quelch and Heather Beckham
Cambridge Sciences Pharmaceuticals (CSP) expects final approval for its revolutionary weight loss drug, Metabical. Metabical will be the only weight loss drug with FDA approval that is also clinically proven to be effective for moderately overweight people. Barbara... View Details
Keywords: Product Positioning; Marketing Communications; Product Launch; Consumer Behavior; Pharmaceutical Industry; United States
Quelch, John A., and Heather Beckham. "Metabical: Positioning and Communications Strategy for a New Weight Loss Drug." Harvard Business School Brief Case 104-240, July 2010.