Publications

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March 1992
Background Note

Researching and Monitoring Consumer Markets

By: Robert J. Dolan

Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details

Keywords: Demand and Consumers; Product Marketing; Product Development; Research

December 1992 (Revised November 1994)
Case

Becton Dickinson Division: Marketing Organization

By: Frank V. Cespedes

The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details

Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry

November 2012
Supplement

Shenzhen Development Bank (CW)

By: Yuhai Xuan

Keywords: Mergers and Acquisitions; Private Equity; Commercial Banking; Investment; Emerging Markets; Business and Government Relations; Banking Industry; China

December 2009
Teaching Note

Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good (TN)

By: Rosabeth M. Kanter and Matthew Bird

Teaching Note for [310010]. View Details

Keywords: Food and Beverage Industry; Kenya; United Kingdom

2023
Chapter

Market Design Under Weak Institutions

By: Benjamin N. Roth

As market designers begin to address economic inequality, we will necessarily also begin to engage marginalized populations who have so far not been served well by the markets in which they participate. We will need new market designs for participants who may not... View Details

Keywords: Market Design; Equality and Inequality; Trust; Emerging Markets

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Fast Answer

Making Markets

Use these resources to analyze broken markets and validate your proposed solutions. Understand the Current Marketplace: Gain a sense of the current landscape, major players, and future trends within an industry or sector in order to... View Details

July 2024
Case

Roja Garimella: Developing a Founder's Judgment

By: Reza Satchu and Patrick Sanguineti

Roja Garimella’s path to becoming a founder was anything but straight. Setting her sights on a career in medicine since childhood, she committed to medical school with her acceptance to college. And yet, throughout her studies, she continually explored alternative... View Details

Keywords: Entrepreneurship; Personal Development and Career; Entrepreneurial Finance; Business Startups; Judgments; Financial Services Industry; Health Industry

May 2010
Case

Flare Fragrances Company, Inc: Analyzing Growth Opportunities

By: John A. Quelch and Lisa D. Donovan

Flare Fragrances, a manufacturer of perfumes for women, faces a growth challenge in a difficult economic environment. CEO Joely Patterson outlines two growth opportunities for her marketing staff to evaluate. One involves launching a new scent -- and possibly... View Details

Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Product Launch; Segmentation; Growth and Development Strategy; Consumer Products Industry

25 Aug 2022
News

Open Market

and changing market dynamics, all while still launching new products and services to remain competitive. Robinhood has adapted to many changes and, if anything, has proven to be a disruptor in how it has... View Details

Keywords: Dan Morrell; illustration by Keith Negley; Securities, Commodities, and Other Financial Investments; Finance

29 Sep 2010
Working Paper Summaries

Medium Term Business Cycles in Developing Countries

Keywords: by Diego Comin, Norman Loayza, Farooq Pasha & Luis Serven

January 2015
Case

Aura Light: From a Light Bulb Manufacturer to an Energy Savings Solutions Provider

By: Krishna Palepu and Elena Corsi

A Swedish light bulb manufacturer reviews its strategy to better compete against large global multinationals. View Details

Keywords: Outsourcing; New Markets; Lighting Industry; Global Strategy

November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry

March 2008
Background Note

Marketing Input and Innovation Strategy

By: Elie Ofek

This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details

Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition

January 1996
Case

Biogen, Inc.: rBeta Interferon Manufacturing Process Development

By: Steven C. Wheelwright

Biogen, Inc., a Cambridge, MA-based biotechnology company, is wrapping up a project to develop a new manufacturing process for a new drug product that will reposition the company from a purely research-oriented company to a fully integrated pharmaceutical manufacturing... View Details

Keywords: Learning; Technological Innovation; Management Analysis, Tools, and Techniques; Product Development; Organizational Change and Adaptation; Projects; Research and Development; Corporate Strategy; Biotechnology Industry

January–February 2019
Article

Cracking Frontier Markets

By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon

Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details

Keywords: Emerging Markets; Market Entry and Exit; Growth and Development Strategy; Demand and Consumers; Innovation and Invention; Development Economics

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2003
Other Unpublished Work

The Development of the Cluster Concept—Present Experiences and Recent Developments

By: Christian H.M. Ketels

This review presents an overview of the current research on clusters and cluster-based economic development. It is organized in three parts: First, it takes a look at the conceptual foundations of the cluster approach, discussing the definition of clusters, the... View Details

Keywords: Growth and Development Strategy; Industry Clusters; Development Economics; Performance; Framework; Knowledge Sharing; Policy

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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