Product Strategy - Publications - Faculty & Research

01 Mar 2006
News

The Producers

can rack up U.S. box office receipts of just over $380 million (not including consumer product tie-ins), and unexpected hits like Mel Gibson’s The Passion of the Christ grossed $370 million in 2004, earning a respectable third-place... View Details

Keywords: Julia Hanna; Motion Picture and Sound Recording Industries; Information

23 Jul 2013
First Look

First Look: July 23

licenses to operate in the country. In the face of these changes, the company has to figure out what its strategy should be to realize its vision of becoming a leading integrated financial services player offering customers a menu of... View Details

Keywords: Anna Secino

18 Jun 2012
Research & Ideas

Better by the Bunch: Evaluating Job Candidates in Groups

New research suggests that organizations wishing to avoid gender stereotyping in the hiring or promotion process-and employ the most productive person instead—should evaluate job candidates as a group, rather than one at a time. “The... View Details

Keywords: by Maggie Starvish

12 Mar 2019
Blog Post

What I Learned in the Africa Rising Short Intensive Program

sub-national markets they wanted to serve and developed tailored strategies to win in those markets. What lessons should the next generation of Africa-bound business leaders take note of as they plan their entry / operational... View Details

Web

Creating Brand Value - Course Catalog

long-term? What are the opportunities and challenges associated with geographic, target market, product line, and brand extensions? How can brand portfolio strategy and brand architecture increase the value... View Details

01 Jun 2004
News

Luxe Redux

refreshing their product lines and extending their brand to more affordable items. Pressure to innovate is intense, says HBS professor Nancy F. Koehn, a business historian and author of Brand New: How Entrepreneurs Earned Consumers’ Trust... View Details

Keywords: Julia Hanna; luxury; Retail Trade

August 2021
Case

Wymsee

By: Julia Austin, Sarah Mehta and Tom Quinn

Wymsee was a company that aimed to develop a mobile application (app) that would allow television audience members to identify and purchase clothing or accessories worn by characters in the program they were watching, with the Wymsee founders taking a percentage of... View Details

Keywords: Business Model; Business Plan; Business Startups; Film Entertainment; Television Entertainment; Technological Innovation; Knowledge Acquisition; Product Positioning; Opportunities; Adaptation; Mobile Technology; Entertainment and Recreation Industry; Motion Pictures and Video Industry; Technology Industry; United States; New York (city, NY)

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14 Nov 2006
First Look

First Look: November 14, 2006

Business School Case 707-012 Clearwater was trying to market value-added products in a traditionally commodities based industry while facing supply uncertainties and regulatory, environmental, and foreign exchange challenges. Clearwater... View Details

Keywords: Sean Silverthorne

10 Mar 2002
Research & Ideas

Breakthrough Negotiation: Don’t Leave It On the Table

of conflict. They recognize the potential for escalation in zero-sum thinking, mutual perceptions of vulnerability, a history of distrust or injury that has transformed perceptions, and cultural misunderstandings. They are also equipped to craft View Details

Keywords: by Michael Watkins

01 Dec 2014
News

Alumni and Faculty Books for December 2014

Alumni Books Dual Momentum Investing: An Innovative Strategy for Higher Returns with Lower Risk by Gary Antonacci (MBA 1978) (McGraw-Hill) Antonacci explains his investing method, which combines U.S. stock, non-U.S. stock, and aggregate... View Details

21 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

impact of these advances? A: One of the biggest impacts of this work has been the trend toward micro-targeting. A company may have millions of individual customers, but now each one receives a customized message for a customized product... View Details

Keywords: by Sean Silverthorne

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry

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28 Aug 2007
First Look

First Look: August 28, 2007

users or securing their exclusive affiliation--are costly and risky. Describes less costly staged strategies for building two-sided platforms. With the "vendor to two-sided platform" strategy, a firm starts as a vendor selling... View Details

Keywords: Martha Lagace

02 May 2008
What Do You Think?

What is the Future of State Capitalism?

from investment opportunities in developed countries. Nari Kannan suggests that it is a product of "thoughtless consumerism ... (the thirst for cheap Chinese goods) ... and dependence on foreign oil," particularly in the United... View Details

Keywords: by Jim Heskett

13 Jan 2009
First Look

First Look: January 13, 2009

most productive sites prefer to pay CPC, while advertisers with lower quality sites prefer to pay CPA—a result that may be viewed as counterintuitive since low quality sites cannot proudly tout their conversion rates. This result holds... View Details

Keywords: Martha Lagace

17 Jun 2025
Blog Post

Balancing Career Stability with Creative Pursuits with Jeff Roslund (MBA 2013)

critically, while courses in marketing, finance, and strategy opened entirely new perspectives. I had never received formal training in those areas—everything was new. Learning those frameworks was a huge leap forward, and I still use... View Details

18 May 2011
News

Man with a Plan

needs was infusing more capital into the business to help us manage the financial side of our growth. The second was a marketing case about Perdue Foods. The strategy that Frank Perdue initiated really resonated with me. We took a page... View Details

07 Mar 2019
News

Smart Marketing Brings Rapid Growth to Latino Brands

“And today, we have 250 to 300 products and brands that are properly represented at a store level. We're also starting to develop our own set of products and brands to try to maximize the possibilities of a... View Details

11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

of politics is higher than it has been in the last couple of decades. Also, one way of viewing local elections and political primaries is as a product development process for the major parties. Letting voters choose among a diverse array... View Details