Publications

February 2019 (Revised October 2019)
Case

Extend Fertility: Conceiving the Market for Egg Preservation (A)

By: Debora L. Spar and Olivia Hull

In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low... View Details

Keywords: Assisted Reproduction; Entrepreneur; Health And Wellness; Fertility; Infertility; Women's Health; Creating Markets; Egg Freezing; Fertility Clinic; Entrepreneurship; Strategy; Marketing Strategy

01 Jun 2007
News

Students Top Marketing Contest

In January, Melissa Lau, Yanlin Liu, and Deena Malkina (all HBS ’08) took home top honors in Rice University’s seventh annual Marketing Case competition, besting student teams from nine other business schools, including Kellogg, Stanford,... View Details

Keywords: Computer and Electronic Product Manufacturing; Manufacturing

Web

Investment Strategies - Course Catalog

HBS Course Catalog Investment Strategies Course Number 1425 Senior Lecturer William Vrattos Spring; Q4; 1.5 credits 13 Sessions Exam Career Focus Global capital markets are vast and dynamic, with over $100... 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

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

July 1994
Article

Retail Pricing and Advertising Strategies

By: R. Lal and C. Matutes

Keywords: Price; Strategy; Advertising

Find at Harvard

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

April 2012 (Revised March 2013)
Case

Social Strategy at American Express

By: Mikolaj Jan Piskorski and David Chen

American Express has developed a number of strategic partnerships with Facebook, Foursquare and Twitter to improve their card members experience and lower its customer acquisition cost. The case details the history of these partnerships, examines American Express' own... View Details

Keywords: Strategy; Partners and Partnerships; Social Marketing; Financial Services Industry

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

October 2014
Module Note

Market Design in Online Businesses (Abridged)

By: Peter Coles and Benjamin Edelman

The purpose of this note is to characterize the challenges entrepreneurs may face in creating a well-functioning ecosystem of users, and to equip entrepreneurs with tools to overcome these obstacles. The note is meant to accompany the final module of the "The Online... View Details

Keywords: Platform Design; Network Effects; Market Design; Information Technology Industry; Information Industry; Advertising Industry

27 Oct 2003
News

Pitting Markets vs. Poverty

September 1985 (Revised July 2007)
Case

Population Services International: The Social Marketing Project in Bangladesh

By: V. Kasturi Rangan

Population Services International (PSI) was a not-for-profit agency founded to disseminate family planning information and to market birth control products, primarily in less developed countries seeking to curb their population explosions. In 1976, PSI concluded an... View Details

Keywords: Developing Countries and Economies; Health; Marketing Strategy; Social Marketing; Business and Government Relations; Nonprofit Organizations; Bangladesh

01 Jun 2018
News

Disrupting India’s Dental Market

dentists. (Just under half of the clinics are in Delhi and its surroundings.) Singh plans to open 600 clinics by 2020, and then develop a strategy for another stage of rapid growth. “I have to show a path from 600 to 6,000 if I am to... View Details

Keywords: Sasha Issenberg

1994
Book

Adding Value: Brands and Marketing in Food and Drink

By: Geoffrey Jones and Nicholas J. Morgan

Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details

Keywords: Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry

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April 5, 2021
Article

Defining a Post-Pandemic Channel Strategy

By: Frank V. Cespedes

Companies have experienced a surge of online orders during the pandemic. As the crisis eases, leaders need to decide whether the shift to e-commerce is a permanent “new normal” or a temporary increase. Across sectors, forecasts aimed at answering this question form the... View Details

Keywords: Health Pandemics; Marketing Channels; Strategy; Resource Allocation; E-commerce

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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

June 2014
Case

Riverview Law: Applying Business Sense to the Legal Market

By: Heidi K. Gardner and Silvia Hodges Silverstein

Riverview Law, run like a business rather than a traditional law firm, wants to expand its unconventional concept from the UK to the US. The firm's approach includes performing all legal work for annual fixed-price contracts, using data and analytics to advise clients... View Details

Keywords: Strategy; Professional Services; Disruptive Innovation; Law Firms; Client Service; Culture; Recruiting; Management; Professional Services Firms; Business Model; Legal Services Industry; United Kingdom; United States

September 2004 (Revised April 2005)
Case

U.S. Market Framework for Gasoline, The: Individual Incentives and Societal Goals in Global Markets

By: Bruce R. Scott and Edward Murphy

Traces the role of gasoline taxes in financing U.S. highways and the use of regulations to increase fuel economy to show how and why the U.S. market framework for gasoline is so different from that in Europe. Focuses on whether the U.S. tax should be raised, as... View Details

Keywords: Taxation; Governing Rules, Regulations, and Reforms; Energy Sources; Digital Platforms; Sovereign Finance; Growth and Development Strategy; United States; Europe