Publications

August 1993 (Revised December 1997)
Background Note

Describes decision analysis, a systemic approach for analyzing decision problems. A running example illustrates problem structuring (decision trees), probability assessment and endpoint evaluation, folding back the tree as a method of analysis, and sensitivity... View Details

Keywords: Analysis; Decision Making

September 1975
Background Note

Market Analysis

Describes the nature and purposes of market analysis. Among topics briefly discussed are primary and selective demand, determinants of demand, market segmentation, the product life cycle, and temporal or cyclical demand variations. Intended as background reading in an... View Details

Keywords: Analysis; Markets; Marketing

February 1991 (Revised February 1993)
Background Note

Regression Analysis

By: David E. Bell

Provides a relatively simple introduction to multivariate regression analysis. View Details

Keywords: Mathematical Methods

August 1993
Background Note

Breakeven Analysis

By: Arthur Schleifer Jr.

July 1994
Article

Competitive Analysis

By: R. Deshpande and H. Gatignon

Keywords: Competition

1994
Chapter

Industry Analysis

By: D. J. Collis and P. Ghemawat

Keywords: Mathematical Methods

November 1993 (Revised February 2013)
Background Note

Quality of Earnings Analysis

By: David Hawkins

Discusses quality of earnings analysis and its relevance to security valuation. View Details

Keywords: Business Earnings; Quality; Valuation

August 1970
Background Note

Break-Even Analysis

2002
Chapter

Negotiation Analysis

By: James K. Sebenius

Keywords: Negotiation

January 1989
Background Note

Database Analysis

By: John E. Bishop

Keywords: Software

January 1976
Background Note

Competitive Analysis

October 1975
Background Note

Consumer Analysis

November 1977 (Revised February 1979)
Background Note

Growth Analysis

By: David F. Hawkins

Keywords: Mathematical Methods

August 2002 (Revised September 2002)
Background Note

Financial Analysis of Microsoft

By: William A. Sahlman

Contains a detailed analysis of Microsoft's financial performance from 1985 to 2001. During this time, Microsoft improved its profitability and cash flow generation--changes that led to a dramatic rise in valuation. Also addresses the issue of determining how much... View Details

Keywords: Business Ventures; Analysis; Financial Condition

July 2010 (Revised January 2017)
Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details

Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value

February 2010
Supplement

Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details

Keywords: Mathematical Methods; Marketing Strategy; Decisions; Strategic Planning; Market Participation; Sales; Forecasting and Prediction; Management Analysis, Tools, and Techniques

September 2015
Technical Note

FIELD 2: Situation Analysis

By: Jill Avery

In this note, we present a method, the 5 C's Analysis, for collecting and analyzing information about the internal and external environments that firms face. This analysis will enable you to develop design ideas for a new product or service for your Global Partner that... View Details

Keywords: Design Thinking; Innovation; Market Research; Marketing; Customers

July 2010 (Revised December 2011)
Background Note

Marketing Analysis Toolkit: Pricing and Profitability Analysis

By: Thomas J. Steenburgh and Jill Avery

Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details

Keywords: Forecasting and Prediction; Price; Profit; Management Analysis, Tools, and Techniques; Marketing Strategy; Demand and Consumers; Measurement and Metrics; Strategic Planning; Mathematical Methods; Retail Industry

July 2010
Supplement

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition -... View Details

Keywords: Competency and Skills; Customer Relationship Management; Customer Value and Value Chain; Decisions; Framework; Management Practices and Processes; Marketing; Marketing Strategy; Strategic Planning; Mathematical Methods; Value