Marketing Strategy - Publications - Faculty & Research

1993
Chapter

Kokusai Marketing to Kyousou Senryaku (International Marketing and Competitive Strategy)

By: Hirotaka Takeuchi and Michael E. Porter

Keywords: Competitive Strategy; Marketing Strategy; Trade

01 Sep 2023
News

Hands-on Learning About Global Markets

A certificate of appreciation was presented to Ellie Care representatives Francisco Garcia Zavaleta (COO) and Gervasio Videla Dorna (cofounder and CEO), at left, and to Patricio Alba (cofounder and CIO), far right, by HBS students Maxwell Nii Laryea, third from left,... View Details

Keywords: Jennifer Gillespie

04 Jun 2001
Research & Ideas

RealNetworks, CNET, and Judo Strategy

RealNetworks founder Rob Glaser, a veteran of doing battle with much larger Microsoft, has some words of wisdom on competing against a market giant: "If you want to beat Bobby Fischer, don't play chess." Glaser, president and... View Details

Keywords: by Jim Aisner

2020
Book

Dealmaking: The New Strategy of Negotiauctions

By: Guhan Subramanian

Based on broad research and detailed case studies, Dealmaking provides the jargon-free, empirically sound advice you need to close the deal.
Leading dealmaking scholar Guhan Subramanian specializes in understanding how deals work. As a Harvard Business... View Details

Keywords: Negotiation; Auctions; Strategy; Competition; Markets; Negotiation Deal

Citation

Purchase

February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By: Jill Avery

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Food and Beverage Industry; United States

Citation

Educators

Purchase

July–August 2020
Article

Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market

By: Lingling Zhang and Doug J. Chung

The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform choice in a setting where prices are determined by negotiations between platforms and businesses. We compile a unique... View Details

Keywords: Business-to-business Marketing; Platform Competition; Two-Sided Markets; Price Bargaining; Daily Deals; Structural Model; Digital Platforms; Competition; Price; Negotiation

Citation

Find at Harvard

Read Now

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

Companies are increasingly looking to emerging markets like China as a vital source of growth. The problem is these companies often lack an effective strategy for identifying which countries to do business... View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

19 Oct 2012
Research & Ideas

Digital Technology’s Profound Game Change for Marketers

meet with entrepreneurs who are trying to figure out what portion of the $70 trillion global economy they can dominate. Within the $1 trillion marketing industry, the impact of software eating marketing has... View Details

Keywords: by Jeffrey Bussgang; Advertising; Technology

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

in market outcomes." Rooting Marketing Strategy in Human Universals Global and local marketing efforts run at the opposite sides of the... View Details

Keywords: by Working Knowledge editors

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

23 Sep 2022
Research & Ideas

8 Strategies to Sustain Business Innovation

its own path to success. Rather than betting on a single product, Burton stitched together one market after another—first snowboards, then boots, outerwear, and accessories, adding new customers along the way. For companies like Burton,... View Details

Keywords: by Lane Lambert

August 2007 (Revised September 2008)
Case

Marketing the "$100 Laptop" (A)

By: John A. Quelch and Carin-Isabel Knoop

In 2002, Professor Nicholas Negroponte, a successful venture capitalist, author, and co-founder and chairman emeritus of the Massachusetts Institute of Technology (MIT) Media Lab, announced his intention to build a PC so cheap as to make it possible to provide... View Details

Keywords: Venture Capital; Internet and the Web; Information Technology; Product Development; Technological Innovation; Nonprofit Organizations; Marketing Strategy; Information Infrastructure; Developing Countries and Economies; Manufacturing Industry; Information Technology Industry; Computer Industry; Cambridge

Citation

Educators

Purchase

September 1998 (Revised April 2002)
Case

ECM Group: Improving Global Marketing Productivity

Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure productivity. This case allows calculation of the quantitative as well as the qualitative issues. View Details

Keywords: Marketing Strategy; Media; Marketing Channels; Globalization; Food and Beverage Industry

Citation

Find at Harvard

July 2019
Article

Market Reaction to Mandatory Nonfinancial Disclosure

By: Jody Grewal, Edward J. Riedl and George Serafeim

We examine the equity market reaction to events associated with the passage of a directive in the European Union (EU) mandating increased nonfinancial disclosure. These disclosures relate to firms’ environmental, social, and governance (ESG) performance and would be... View Details

Keywords: Nonfinancial Information; Nonfinancial Performance; ESG; ESG (Environmental, Social, Governance) Performance; Investor Behavior; Disclosure; Disclosure Regulation; Regulation; Sustainability; Corporate Performance; Information; Corporate Disclosure; Governing Rules, Regulations, and Reforms; Performance; Environmental Sustainability; Corporate Governance; Outcome or Result

Citation

SSRN

Find at Harvard

Web

Marketing - HBS Online

Certificate Courses (3) Multiple Formats Digital Marketing Strategy Professor Sunil Gupta Craft data-driven digital marketing strategies that... View Details

Journal of Economics & Management Strategy (JEMS)

Together with Prof. Daniel F. Spulber (Kellogg School of Management at Northwestern University), I edit the Journal of Economics & Management Strategy (JEMS), the leading academic journal on the economics of strategy. JEMS is based at Harvard Business... View Details

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

learn to measure market demand and calculate market penetration rates and market share. "Situation Analysis": Before managers can begin to formulate View Details

Keywords: by Sarah Jane Gilbert

01 Jun 2014
News

Case Study: A Souped-Up Strategy

interests, and then reserve their spot. Hosts set the price of their meals, and Bookalokal earns a commission on each meal. Soon after launching the site, however, Bookalokal's market expanded. It turns out that local diners—especially... View Details

09 Nov 2016
Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best marketing campaigns always call on... View Details

Keywords: by John A. Quelch

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details