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Show Results For
- All HBS Web
(9,510)
- People (18)
- News (1,834)
- Research (6,370)
- Events (8)
- Multimedia (39)
- Faculty Publications (4,339)
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- 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
Piskorski, Mikolaj Jan, and David Chen. "Social Strategy at American Express." Harvard Business School Case 712-447, April 2012. (Revised March 2013.)
- 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
Quelch, John A. Global Marketing Management: A Casebook. 6th ed. Redding, CA: BVT Publishing, 2017.
- September 1990 (Revised March 1993)
- Case
General Electric Plastics: Organizing the Marketing Function
Describes the rapid growth of General Electric Plastics for over the last decade to a $5 billion (sales) company. The accompanying organizational transitions are described. The task is to design a marketing organization for the coming decade given the anticipated... View Details
Rangan, V. Kasturi. "General Electric Plastics: Organizing the Marketing Function." Harvard Business School Case 591-029, September 1990. (Revised March 1993.)
- 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... View Details
Keywords: by Sarah Jane Gilbert
- Fall 2017
- Article
The Alternative Business History: Business in Emerging Markets
By: Gareth Austin, Carlos Davila and Geoffrey Jones
This article suggests that the business history of emerging markets should be seen as an alternative business history rather than merely adding new settings to explore established core debates. The discipline of business history evolved around the corporate strategies... View Details
Keywords: Globalization; History; Philanthropy and Charitable Giving; Developing Countries and Economies; Business History; Asia; Latin America; Africa
Austin, Gareth, Carlos Davila, and Geoffrey Jones. "The Alternative Business History: Business in Emerging Markets." Special Issue on Methodologies. Business History Review 91, no. 3 (Fall 2017): 537–569.
- June 2006 (Revised September 2006)
- Case
Euronext.liffe and the Over-the-Counter Derivatives Market (A)
Euronext.liffe, a derivatives trading exchange, had just finished rolling out three new services targeted at the over-the-counter (OTC) market in 2004. The services offered automated confirmation and clearing for OTC equity derivatives. Yet, developments in the... View Details
Keywords: Value Creation; Product Positioning; Competition; Financial Markets; Network Effects; Cooperation
Cantillon, Estelle S. "Euronext.liffe and the Over-the-Counter Derivatives Market (A)." Harvard Business School Case 706-515, June 2006. (Revised September 2006.)
- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details
Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry
Greyser, Stephen A. "Cunard Line Ltd.: Managing Integrated Marketing Communications." Harvard Business School Case 594-046, June 1994. (Revised August 1994.)
- April 2021 (Revised July 2021)
- Case
StockX: The Stock Market of Things (Abridged)
By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley
Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details
Keywords: Markets; Auctions; Bids and Bidding; Demand and Consumers; Consumer Behavior; Analytics and Data Science; Market Design; Digital Platforms; Market Transactions; Marketplace Matching; Supply and Industry; Analysis; Price; Product Marketing; Product Launch; Apparel and Accessories Industry; Fashion Industry; North and Central America; United States; Michigan; Detroit
Farronato, Chiara, John J. Horton, Annelena Lobb, and Julia Kelley. "StockX: The Stock Market of Things (Abridged)." Harvard Business School Case 621-107, April 2021. (Revised July 2021.)
- December 15, 2015
- Article
Don't Turn Your Sales Team Loose Without a Strategy
By: Frank V. Cespedes and Steve Thompson
When formulating a strategy, markets and segments are typically important categories. But only customers buy. Hence, for most firms, de facto strategy and much resource allocation are the aggregate result of the deals their salespeople close. However, few firms clarify... View Details
Cespedes, Frank V., and Steve Thompson. "Don't Turn Your Sales Team Loose Without a Strategy." Harvard Business Review (website) (December 15, 2015).
- September 1985 (Revised July 2007)
- Case
Population Services International: The Social Marketing Project in Bangladesh
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
Rangan, V. Kasturi. "Population Services International: The Social Marketing Project in Bangladesh." Harvard Business School Case 586-013, September 1985. (Revised July 2007.)
- November 2002 (Revised November 2005)
- Case
MontGras: Export Strategy for a Chilean Winery
By: David J. Arnold, Howard H. Stevenson and Alexandra de Royere
MontGras, a medium-sized Chilean winery, has to formulate an export strategy. It has to decide whether to emphasize the U.S. or U.K. markets, which also offer different positioning and pricing proposals. It has twice failed to penetrate the U.S. market because... View Details
Keywords: Decision Choices and Conditions; Cost Management; Global Strategy; Growth and Development Strategy; Marketing Strategy; Product Positioning; Business and Stakeholder Relations; Business Strategy; Valuation
Arnold, David J., Howard H. Stevenson, and Alexandra de Royere. "MontGras: Export Strategy for a Chilean Winery." Harvard Business School Case 503-044, November 2002. (Revised November 2005.)
- January 2014 (Revised June 2014)
- Supplement
Dumb Ways To Die: Advertising Train Safety (B)
By: John Quelch
The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget campaign swept the Cannes Lions advertising awards in 2013 and became a social media sensation. View Details
Keywords: Marketing Channels; Marketing Communication; Viral Advertising; Advertising; Advertising Campaigns; Public Sector; Marketing Communications; Marketing Strategy; Digital Marketing; Advertising Industry; Public Administration Industry; Media and Broadcasting Industry; Oceania; Europe
Quelch, John. "Dumb Ways To Die: Advertising Train Safety (B)." Harvard Business School Supplement 514-080, January 2014. (Revised June 2014.)
- October 2024
- Case
Ranger Energy Services: Bridging Public & Private Markets
By: Joseph Pacelli, Ravi Ramniklal Gondalia and James Weber
In August of 2017, CSL Capital, a private equity fund founded and operated by Charlie Leykum (HBS ’04), was deciding to take one of its portfolio companies, Ranger Energy Services, public. Founded in 2014, Ranger Energy was an oilfield service company providing... View Details
Keywords: Entrepreneurship; Initial Public Offering; Financial Strategy; Valuation; Private Equity; Business Strategy; Investment Portfolio; Investment Return; Financial Services Industry; Energy Industry; United States
Pacelli, Joseph, Ravi Ramniklal Gondalia, and James Weber. "Ranger Energy Services: Bridging Public & Private Markets." Harvard Business School Case 125-023, October 2024.
- Article
Going It Alone: Competition Increases the Attractiveness of Minority Status
By: Erika L. Kirgios, Edward H. Chang and Katherine L. Milkman
Past research demonstrates that people prefer to affiliate with others who resemble them demographically. However, we posit that when competing for scarce opportunities, strategic considerations moderate the strength of this tendency toward homophily. Across six... View Details
Kirgios, Erika L., Edward H. Chang, and Katherine L. Milkman. "Going It Alone: Competition Increases the Attractiveness of Minority Status." Organizational Behavior and Human Decision Processes 161 (November 2020): 20–33.
- September 2008 (Revised February 2009)
- Case
Ocean Tomo: Building a Market for Intellectual Property
By: Peter A. Coles, Andrei Hagiu and Alison Berkley Wagonfeld
Ocean Tomo's management team sought to turn the company into the leading intermediary for intellectual property. Despite its increasingly important role in the global marketplace, IP remained a notoriously illiquid asset—difficult to value, harder to trade, and often... View Details
Keywords: Globalized Markets and Industries; Intellectual Property; Resource Allocation; Auctions; Market Design; Service Operations
Coles, Peter A., Andrei Hagiu, and Alison Berkley Wagonfeld. "Ocean Tomo: Building a Market for Intellectual Property." Harvard Business School Case 709-404, September 2008. (Revised February 2009.)
- 30 Jul 2007
- Research & Ideas
Repugnant Markets and How They Get That Way
of indentured servitude under the radar. If you're an illegal immigrant, you can't go to the police, you don't have any papers, or what papers you have are held by your employer. Part of the problem in... View Details
Keywords: by Martha Lagace
- March 2010 (Revised May 2012)
- Case
Bank of America: Mobile Banking
By: Sunil Gupta and Kerry Herman
In January 2010, Jen McDonald, head of Bank of America Corporation's (BAC) Digital Marketing group, was discussing the bank's mobile strategy with Douglas Brown, senior vice president, Mobile Product Development. BAC launched mobile banking in 2007 and within three... View Details
Keywords: Marketing; Digital Marketing; Financial Services; Mobile Banking; Channels; Strategy; Banks and Banking; Marketing Strategy; Service Delivery; Mobile and Wireless Technology; Banking Industry; United States
Gupta, Sunil, and Kerry Herman. "Bank of America: Mobile Banking." Harvard Business School Case 510-063, May 2012. (Revised from original March 2010 version.)
- Teaching Interest
MBA Elective Curriculum Business Marketing and Sales
Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details
- February 2021 (Revised July 2024)
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details
Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Food and Beverage Industry; United States
Avery, Jill. "White Claw: Defending Market Share as Competition Encroaches." Harvard Business School Case 521-073, February 2021. (Revised July 2024.)
- July 2012
- Article
The Real Consequences of Market Segmentation
By: Sergey Chernenko and Adi Sunderam
We study the real effects of market segmentation due to credit ratings using a matched sample of firms just above and just below the investment-grade cutoff. These firms have similar observables, including average investment rates. However, flows into high-yield mutual... View Details
Keywords: Segmentation; Credit; Investment; Investment Funds; Quality; Markets; Measurement and Metrics; Business Ventures
Chernenko, Sergey, and Adi Sunderam. "The Real Consequences of Market Segmentation." Review of Financial Studies 25, no. 7 (July 2012): 2041–2069. (Winner of the RFS Young Researcher Prize 2012.)