Publications

February 1978
Background Note

Note on Marketing Strategy

February 2022 (Revised April 2022)
Module Note

Market Imperfections and Strategy

By: Hong Luo

Many blockbuster products and services that have redefined the global business landscape are built around platforms that tie together two distinct groups of users in a network. Examples include credit cards that link consumers and merchants; operating systems that... View Details

August 1989 (Revised November 1994)
Case

Nissan Motor Co. Ltd.: Marketing Strategy for the European Market

By: John A. Quelch

Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing... View Details

Keywords: Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe

November 2016 (Revised December 2016)
Module Note

Strategy Execution Module 8: Linking Performance to Markets

By: Robert Simons

This module reading shows how to link profit plans and other performance measurement systems to both internal and external markets. Starting with the transfer of goods and services within a firm, the module discusses the different methods of designing transfer pricing... View Details

Keywords: Management Control Systems; Implementing Strategy; Execution; Transfer Pricing; Activity Based Costing; Return On Investment; Residual Income; EVA; Strategy; Cost Accounting; Activity Based Costing and Management; Markets; Investment Return

2013
Tool

Harvard Business Review's Go to Market Tools: Market Sizing

By: Jill Avery and Thomas Steenburgh

Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details

Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

mature markets. It could help managers audit any given emerging market and its different institutional voids. Managers can then tailor-make their strategy to a particular market, given that different... View Details

Keywords: by Martha Lagace

June 2005
Article

Strategies That Fit Emerging Markets

By: Tarun Khanna, Krishna G. Palepu and Jayant Sinha

Keywords: Strategy; Emerging Markets

March 1999 (Revised January 2000)
Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon

Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details

Keywords: Marketing Strategy; Customer Relationship Management; Technology

Educators

October 2002
Teaching Note

Strategy in Emerging Markets (TN)

By: Tarun Khanna

Provides an overview of several cases on multinational and local companies (including business groups) operating in settings in Asia, Africa, Latin America, and worldwide. Also provides a conceptual framework for thinking about these cases and links to related academic... View Details

Keywords: Framework; Global Range; Local Range; Globalized Firms and Management; Body of Literature; Emerging Markets; Africa; Asia; Latin America

May 2003
Background Note

Customer Management Strategy in Business Markets

By: Das Narayandas

Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to... View Details

Keywords: Customer Focus and Relationships; Customer Relationship Management; Decision Making; Networks; Customization and Personalization; Manufacturing Industry

Educators

May 1987
Background Note

Multinational Marketing and Competitive Strategy

11 Feb 2010
Keynote Speech

Growth Strategies in Turbulent Markets

By: Ranjay Gulati

Keywords: Growth and Development; Strategy; Markets

21 Jun 2010
News

Strategy and Execution for Emerging Markets

Article

New Strategies in Emerging Markets

By: David J. Arnold and John A. Quelch

August 1986 (Revised May 1993)
Case

Rohm and Haas (A): New Product Marketing Strategy

By: V. Kasturi Rangan and Lesley Susan

Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in... View Details

Keywords: Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales

Educators

August 2016 (Revised December 2016)
Module Note

Strategy Execution Module 2: Building a Successful Strategy

By: Robert Simons

This module reading describes the basics of building a successful strategy. Topics in this module include a discussion of the distinction between corporate and business strategy; how to conduct a SWOT analysis of market dynamics and internal capabilities; the use of... View Details

Keywords: Management Control Systems; Implementing Strategy; Strategy Execution; Business Strategy; Five Forces; Distinctive Capabilities; Emergent Strategy; Mission Statements; Strategy; SWOT Analysis; Competitive Advantage

2014
Other Teaching and Training Material

Marketing Reading: Segmentation and Targeting

By: Sunil Gupta

This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details

Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States