Market Segmentation And Target Market Selection - Publications - Faculty & Research

March 2015 (Revised December 2016)
Case

American Well: The DTC Decision

By: Elie Ofek and Natalie Kindred

In late 2013, telehealth company American Well, which developed a digital platform that allowed patients to conduct online medical consultations with physicians, is considering pursuing a direct-to-consumer (DTC) strategy. Founded in 2006, American Well had, to date,... View Details

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September 1991 (Revised February 1993)
Case

Burroughs Wellcome and AZT (A)

By: Willis M. Emmons III

Burroughs Wellcome Co., developer of AZT, the first drug approved by the U.S. Food and Drug Administration for the treatment of Acquired Immune Deficiency Syndrome (AIDS), finds itself under siege in September 1989 by AIDS activists and various segments of the U.S.... View Details

Keywords: Governing Rules, Regulations, and Reforms; Ethics; Business and Government Relations; Communication Strategy; Health Care and Treatment; Monopoly; Intellectual Property; Research and Development; Price; Pharmaceutical Industry; London

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February 2013
Article

Commercial Property Rent Dynamics in U.S. Metropolitan Areas: An Examination of Office, Industrial, Flex and Retail Space

By: Maria Ibanez and Anthony Pennington-Cross

This paper is concerned with the market rental rate for space offered by commercial property and how that rental rate evolves over time. Rental rates reflect the value of the services provided by the property and can have a significant impact on the ability of its... View Details

Keywords: Commercial Real Estate; Rent Dynamics; Office Property; Flex Property; Retail Property; Industrial Property; Property; Real Estate Industry; United States

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2003
Article

Closing the Loop: Product Take-back Requirements and their Strategic Implications

By: Michael W. Toffel

In Asia, Europe, and North America, regulators are seeking to reduce waste disposal and develop recycling markets by requiring manufacturers to manage the end-of-life disposition of products they produce. Such policies attempt to "close the loop" for products ranging... View Details

Keywords: Wastes and Waste Processing; Energy Conservation; Product Development; Strategy; Policy; Governing Rules, Regulations, and Reforms; Manufacturing Industry; Asia; Europe; North and Central America

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09 May 2017
First Look

New Research and Ideas, May 9

to dealers with whom they have the strongest ties, and more so during periods of market turmoil. Systemically important dealers exploit their connections at the expense of peripheral dealers as well as... View Details

Keywords: Sean Silverthorne

2016
Chapter

Luxury Branding Research: New Perspectives and Future Priorities

By: Anat Keinan, Sandrine Crener and Silvia Bellezza

Several major trends have changed the landscape for luxury brands. These shifts include the increasing role of technology (digital and mobile) as well as the use by consumers of alternative signals of status, such as wearing less prominently branded apparel, being less... View Details

Keywords: Luxury; Brands and Branding

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May 2005 (Revised September 2005)
Case

Gallardo's Goes to Mexico

By: Clayton M. Christensen

The theories of market segmentation and brand building in Chapter 3, What Products Will Customers Want to Buy? in The Innovator's Solution by Clayton Christensen and Michael Raynor suggest that when companies segment markets and build brands in ways that match how the... View Details

Keywords: Innovation Strategy; Marketing Strategy; Global Strategy; Brands and Branding; Segmentation; Food and Beverage Industry; United States; Mexico

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22 Jun 2021
Research & Ideas

The COVID-19 Mutiny: When Teams Leave and Take Their Clients

pandemic has motivated and facilitated lift outs in two key ways: Market volatility has motivated searches. Market agitation at any level, from firm to industry to global, can... View Details

Keywords: by Robin Abrahams, Boris Groysberg, and Steven L. Manchel

12 Jun 2018
First Look

New Research and Ideas, June 12, 2018

emergence of political economy and the project of creating market societies. By reconstructing ideas in their historical contexts, I address motivations and contingencies at... View Details

Keywords: Dina Gerdeman

August 2023
Case

BYD, China, and Global Electric Vehicle Rivalry

By: Cynthia A. Montgomery and Max Hancock

In 2023, BYD, a Chinese electric vehicle (EV) maker, surpassed Tesla to become the world's best-selling EV brand. BYD began selling mobile phone batteries in 1995, acquired a license to sell vehicles in 2002, and spent two decades building its EV brand, growing its... View Details

Keywords: Competition; Competitive Strategy; Expansion; Segmentation; Vertical Integration; Market Participation; Environmental Sustainability; Auto Industry; Electronics Industry; China; Europe; United States; Japan; South Korea

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11 Aug 2008
Research & Ideas

Strategy Execution and the Balanced Scorecard

budget be driven from the revenue targets in the strategic plan. In The Execution Premium, we describe how a time-driven activity-based cost model provides the previously missing link between the revenue growth View Details

Keywords: by Martha Lagace

Reviving and Restructuring the Corporate Sector Post-Covid

The report commends the broad-based governmental actions initially taken to support the economy, citizens, and the corporate sector during the Covid pandemic. However, structural changes in our economies due to the pandemic, and growing corporate... View Details

Program

Mergers and Acquisitions

Summary Across the globe, mergers and acquisitions are reshaping the corporate and competitive landscape. To help companies gain a strategic advantage and expand View Details

19 Sep 2017
First Look

First Look at New Research and Ideas, September 19

program on dynamic capabilities needs to be reset around the fundamental strategic problem facing firms: how to identify and select capabilities that lead to competitive advantage. To this end, the article... View Details

Keywords: Sean Silverthorne

March 1995 (Revised March 2001)
Case

The Black & Decker Corporation (A): Power Tools Division

By: Robert J. Dolan

Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. View Details

Keywords: Brands and Branding; Product Positioning; Marketing Strategy; Product Launch; Competition; Globalization; Construction Industry; Consumer Products Industry

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11 Jul 2007
Working Paper Summaries

Managing Proprietary and Shared Platforms: A Life-Cycle View

Keywords: by Thomas R. Eisenmann; Technology

Program

Aligning Strategy and Sales

well as implement the infrastructure, processes, and cultural values critical to profitable growth. Details Develop a strategic sales approach optimized for your business Define your target customers View Details

April 2001
Supplement

Acer America: Development of the Aspire

By: Christopher A. Bartlett

Consists of five segments. Segment 1 shows Culver and Pai discussing the tensions between Taiwan and the United States and the resulting performance problems with Aspire; Segment 2 features Culver and Shih describing the changes Acer made as a result of the problems... View Details

Keywords: Digital Marketing; Transformation; Forecasting and Prediction; Marketing Strategy; Outcome or Result; Problems and Challenges; Information Infrastructure; Internet and the Web; Computer Industry; Taiwan; United States

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May 2022
Supplement

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency... View Details