Segmentation - Publications - Faculty & Research - Harvard Business School

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22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

segments and relevant metrics and incentives. Additionally, when market lifecycles are shorter, you must reconstruct sales models more often, and this must be done while the ship is under full sail in an ocean where you don't control the... View Details

Keywords: by Kristen Senz

2000
Book

Design Rules, Volume 1, The Power of Modularity

By: Carliss Y. Baldwin and Kim B. Clark

Keywords: Design; Segmentation

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06 Jun 2008
What Do You Think?

Why Don’t Managers Think Deeply?

belonging or exclusion), resource (providing survival), and control—describe 70 percent of our inner feelings. The objective is to find deep metaphors that individuals share in common (a true market segment or a basis for resolving a... View Details

Keywords: by Jim Heskett

23 Jun 2008
Research & Ideas

Innovative Ways to Encourage Personal Savings

violent shoot-outs. However, there is a host of video games in the casual game segment where shooting is not involved, and the players are more likely to be quite different from the stereotypical gamer. The above research projects, in... View Details

Keywords: by Martha Lagace; Financial Services

September 2017
Case

Tencent

By: John R. Wells and Gabriel Ellsworth

Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking service provider with several of the... View Details

Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Units; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Profit; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Emerging Markets; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Product Development; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Segmentation; Information Technology; Internet and the Web; Mobile and Wireless Technology; Internet and the Web; Applications and Software; Information Infrastructure; Digital Platforms; Internet and the Web; Mobile and Wireless Technology; Value Creation; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)

July 2005 (Revised September 2016)
Case

24 Hour Fitness (A): The Rise, 1983–2004

By: John R. Wells, Elizabeth A. Raabe and Gabriel Ellsworth

In October 2004, Mark S. Mastrov, CEO of 24 Hour Fitness, reflected on how far his company had come in just over 20 years. From humble beginnings in 1983 in San Leandro, California, 24 Hour Fitness had grown to become the largest privately-owned health-club chain in... View Details

Keywords: 24 Hour Fitness; Mark Mastrov; Health Clubs; Fitness; Gyms; Chain; Weight Loss; Exercise; Personal Training; Retention; Sales Force Compensation; Incentive Systems; Buildings and Facilities; Business Growth and Maturation; Business Model; For-Profit Firms; Customers; Customer Focus and Relationships; Customer Satisfaction; Private Equity; Revenue; Geographic Scope; Multinational Firms and Management; Nutrition; Business History; Employees; Recruitment; Selection and Staffing; Human Capital; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Marketing; Operations; Service Operations; Private Ownership; Problems and Challenges; Sales; Salesforce Management; Sports; Strategy; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Corporate Strategy; Expansion; Segmentation; Information Technology; Internet; Technology Platform; Web; Web Sites; Capital Structure; Performance; Organizational Structure; Organizational Culture; Health Industry; United States; California; San Francisco

11 Jan 2010
Research & Ideas

Mixing Open Source and Proprietary Software Strategies

growing new firm with an open source business model. In response, IBM in 2005 bought a small firm called Gluecode that sold products in the same market segment as JBoss. IBM then opened the Gluecode product and adopted a mixed source... View Details

Keywords: by Julia Hanna; Web Services

November 2005 (Revised December 2016)
Case

Bally Total Fitness (A): The Rise, 1962–2004

By: John R. Wells, Elizabeth A. Raabe and Gabriel Ellsworth

From a single, modest club in 1962, Bally Total Fitness had grown to become—in management’s words—the “largest and only nationwide commercial operator of fitness centers” in the United States in 2004. Bally had faced its share of challenges, but the last couple of... View Details

Keywords: Bally Total Fitness; Fitness; Gyms; Health Clubs; Chain; Securities And Exchange Commission; Paul Toback; Weight Loss; Exercise; Contracts; Personal Training; Retention; Accounting; Accounting Audits; Accrual Accounting; Finance; Advertising; Business Growth and Maturation; Business Model; For-Profit Firms; Customers; Customer Satisfaction; Public Equity; Financing and Loans; Revenue; Revenue Recognition; Geographic Scope; Multinational Firms and Management; Health; Nutrition; Business History; Lawsuits and Litigation; Management; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Marketing; Operations; Service Delivery; Service Operations; Public Ownership; Problems and Challenges; Business and Shareholder Relations; Business Strategy; Competition; Corporate Strategy; Expansion; Segmentation; Trends; Cost Management; Profit; Growth and Development; Leadership Style; Five Forces Framework; Private Ownership; Opportunities; Motivation and Incentives; Competitive Strategy; Health Industry; United States; Illinois; Chicago

April 1990
Supplement

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses

By: Stephen A. Greyser and Norman Klein

Describes the reactions of public interest groups, members of the House of Representatives, and others. Further documents reactions to the choice of Philip Morris (PM) as a sponsor. Invites students to weigh the corporate pluses and minuses for PM, given these... View Details

Keywords: Marketing Channels; Behavior; Public Opinion; Segmentation

May 2008
Exercise

Stakeholder Analysis Tool

By: Lynda M. Applegate

This exercise enables users to: identify stakeholders and analyze their interests and expectations; categorize interests and expectations based on importance; and develop an action plan. View Details

Keywords: Management Analysis, Tools, and Techniques; Planning; Interests; Segmentation

2011
Working Paper

Price Competition under Multinomial Logit Demand Functions with Random Coefficients

In this paper, we postulate a general class of price competition models with Mixed Multinomial Logit demand functions under affine cost functions. We first characterize the equilibrium behavior of this class of models in the case where each product in the market is... View Details

Keywords: Customers; Income Characteristics; Price; Product Marketing; Mathematical Methods; Competition; Segmentation

Article

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

By: Randolph E. Bucklin and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation

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December 2005 (Revised August 2006)
Case

Bloemenveiling Aalsmeer

By: Felix Oberholzer-Gee, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman

The Dutch "Verenigde Bloemenveiling Aalsmeer Cooperative" (VBA) was on of the world's largest flower exchanges. Around 6,300 flower growers, one half of them located in the Netherlands, used the auction to sell cut flowers and plants to more than 1,000 wholesalers. In... View Details

Keywords: Auctions; Bids and Bidding; Trade; Market Entry and Exit; Financial Markets; Segmentation; Agriculture and Agribusiness Industry; Netherlands

March 1999
Case

Eastman Kodak Company

By: Robert J. Dolan

Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an... View Details

Keywords: Segmentation; Product Positioning; Price; Brands and Branding; Product Launch; Consumer Products Industry

January 2017
Case

SoulCycle

By: David Collis, Eric Van den Steen and Ashley Hartman

Co-founders Julie Rice and Elizabeth Cutler have grown SoulCycle from a business idea in 2006 to a major presence among urban boutique fitness studios in 2015. In March 2015, fitness company Equinox approaches them with an offer to buy them out. Evaluating the offer... View Details

Keywords: SoulCycle; Flywheel; Spinning; Indoor Cycling; Boutique Fitness; Fitness; Health Clubs; Community Engagement; Strategy; Business Strategy; Corporate Strategy; Expansion; Competitive Advantage; Competitive Strategy; Segmentation; Health Industry; Sports Industry

January 2018
Technical Note

The Scope of Business at the Base of the Pyramid: Middle and Lower Income Countries

By: V. Kasturi Rangan and Tricia Gregg

Using World Bank data, the note defines the Base of the Pyramid population as the 4.76 billion people living on less than $10/day. It briefly reviews the perspectives of key business articles that address this market, notably C.K. Prahalad’s work on Bottom of the... View Details

Keywords: Developing Countries and Economies; Poverty; Social Issues; Human Needs; Segmentation

February 2022
Teaching Note

Borusan CAT: Monetizing Prediction in the Age of AI

By: Navid Mojir

Teaching Note for HBS Case No. 521-053. View Details

Keywords: Monetization Strategy; Artificial Intelligence; Forecasting and Prediction; Applications and Software; Technological Innovation; Marketing; Segmentation; AI and Machine Learning; Construction Industry; Turkey

15 Apr 2002
Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

comparisons based on independent performance evaluations. (Although for online purchases, as for catalog purchases, brand names help consumers infer certain aspects of quality or fit, especially for consumers making repeat purchases.) These obstacles likely will act... View Details

Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail

February 2008 (Revised March 2008)
Case

Harvard Business School

By: Srikant M. Datar, David A. Garvin and Carin-Isabel Knoop

In 2008 the Boston-based Harvard Business School would turn 100. As the centennial year began, the HBS community and leadership were reflecting on how the School might fulfill its mission to "develop business leaders who make a difference in the world" in the next... View Details

Keywords: Business Education; Cases; Leadership Development; Management; Management Skills; Organizational Change and Adaptation; Planning; Problems and Challenges; Segmentation; Education Industry

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October 2022
Case

Ethena: A Go-to-Market Dilemma

By: Rembrand Koning and Stacy Straaberg

In November 2021, Roxanne Petraeus and Anne Solmssen, founders of Brooklyn-based software-as-a-service (SaaS) startup Ethena, were looking to expand their compliance training business. The founders hired Arnie Gullov-Singh, an outside revenue consultant, to advise on... View Details

Keywords: Decision Choices and Conditions; Judgments; Growth and Development Strategy; Business or Company Management; Business Strategy; Expansion; Segmentation; Technology Industry; United States; New York (state, US)

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