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Publications

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  • 21 Oct 2014
  • First Look

First Look: October 21

would allow RTR to aggressively expand its inventory and customer acquisition efforts in order to serve a broader range of customer segments with a wider selection of products (e.g., accessories, maternity wear). Purchase this case:... View Details
Keywords: Sean Silverthorne
  • 12 Nov 2021
  • News

Alumni Business Leaders on Confronting the Climate Change Challenge

urgent systemic changes needed to address climate change. By doing what’s right for people and the planet, pep+ will help position our company as a consistent top market performer by generating stronger, more loyal connections with our... View Details
  • 19 Aug 2021
  • Op-Ed

Don't Ignore Your Employees' Misery—TAKE Control

point for organizations figuring out their “new normal” in the two-sided market of employee and employer relations. It’s no secret that pandemic stress has inspired many people to prioritize work-life flexibility and wellness. Employees... View Details
Keywords: by Hise O. Gibson and MaShon Wilson
  • 05 Jul 2011
  • First Look

First Look: July 5

  Working PapersTo Groupon or Not to Groupon: The Profitability of Deep Discounts Authors:Benjamin Edelman, Sonia Jaffe, and Scott Duke Kominers Abstract We examine the profitability and implications of online discount vouchers, a new View Details
Keywords: Sean Silverthorne
  • 08 Aug 2017
  • First Look

First Look at Research and Ideas, August 8, 2017

forthcoming Financial Analysts Journal Optimal Tilts: Combining Persistent Characteristic Portfolios By: Baker, Malcolm, Ryan Taliaferro, and Terry Burnham Abstract—We examine the optimal weighting of four tilts in U.S. equity markets... View Details
Keywords: Sean Silverthorne
  • 26 Sep 2017
  • First Look

First Look at New Research and Ideas, September 26, 2017

promising source of potential savings for other segments of the commercial insurance market. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53250 September 14, 2017 Personality and Social Psychology Bulletin From... View Details
Keywords: Sean Silverthorne
  • March 2016 (Revised May 2018)
  • Case

ASOS PLC

By: John R. Wells and Gabriel Ellsworth
Launched in 2000, ASOS was one of the world’s largest online fashion specialists in 2018. Focusing on young consumers aged 16–25 years, the company offered over 85,000 items on its websites, many times more than the largest fashion stores, and added several thousand... View Details
Keywords: ASOS; AsSeenOnScreen; Online Fashion; Online Apparel; Nick Beighton; Nick Robertson; E-commerce; E-Commerce Strategy; Online Retail; Multichannel Retailing; Omnichannel; Social Media; Marketplaces; Shipping; Advertising; Digital Marketing; Business Growth and Maturation; Business Model; Business Startups; For-Profit Firms; Customer Focus and Relationships; Age; Gender; Currency Exchange Rate; Profit; Revenue; Geography; Geographic Scope; Global Range; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business History; Selection and Staffing; Journals and Magazines; Human Capital; Business or Company Management; Crisis Management; Goals and Objectives; Growth and Development; Growth and Development Strategy; Growth Management; Management Succession; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Positioning; Social Marketing; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Public Ownership; Problems and Challenges; Strategy; Adaptation; Business Strategy; Competition; Competitive Strategy; Corporate Strategy; Expansion; Vertical Integration; Segmentation; Internet and the Web; Mobile and Wireless Technology; Apparel and Accessories Industry; Fashion Industry; Retail Industry; United Kingdom; England; London
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  • 24 Apr 2018
  • First Look

First Look at New Research and Ideas, April 24, 2018

create value for the firm through their social interactions, such as the duration of social influence, reduction in acquisition costs, segmentation implications, relevance for influencer marketing programs,... View Details
Keywords: Sean Silverthorne
  • 06 Feb 2018
  • First Look

First Look at New Research and Ideas: February 6, 2018

https://www.hbs.edu/faculty/Pages/item.aspx?num=53857 First Quarter 2018 Dialogue Beyond Engagement By: Hallowell, Roger, Hervé Coyco, and Randall White Abstract—No abstract available. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=53796 forthcoming... View Details
  • Person Page

Course Development

By: Debora L. Spar

Managing International Trade and Investment

Despite the ease with which it is often conducted, doing business across borders is not the same as doing it at home. Rather, it entails a whole new set of managerial challenges: re-assessing competitive... View Details

  • 10 Jul 2018
  • First Look

New Research and Ideas, July 10, 2018

forthcoming Journal of Financial Economics The Relevance of Broker Networks for Information Diffusion in the Stock Market By: Di Maggio, Marco, Francesco Franzoni, Amir Kermani, and Carlo Sommavilla Abstract—This paper shows that the... View Details
Keywords: Dina Gerdeman
  • 14 Jul 2003
  • Research & Ideas

Keeping Your Balance With Customers

accomplished. It is not possible to be all things to all people, so market segmentation is the way to avoid this temptation.—Robert S. Kaplan and David P. Norton The Customer Management theme is made up of... View Details
Keywords: by Robert S. Kaplan & David P. Norton
  • September 2001 (Revised April 2002)
  • Case

Documentum, Inc

By: Rajiv Lal and Sean Lanagan
Describes Jeff Miller's attempt to implement Geoffrey Moore's crossing the chasm ideas at enterprise software vendor, Documentum. View Details
Keywords: Marketing Strategy; Segmentation; Software
Related
  • 2005
  • Class Lecture

Managing Markets, Segments, and Customers

By: Das Narayandas
Keywords: Markets; Segmentation; Customers
Related
  • Person Page

Media

Media

This lists media reports covering my firm dollarDEX Investments or me (or my colleagues), or columns written by me (or my colleagues). There are all... View Details

  • 15 Nov 2010
  • Lessons from the Classroom

Connecting Goals and Go-To-Market Initiatives

the industry you compete in, the market segments where you do (and do not) choose to play, and the nature of the customers that you sell and service. These factors help to determine required sales tasks—that... View Details
Keywords: by Sean Silverthorne; Retail
  • Fast Answer

Generational demographics

target="new">Check Harvard availability A series of books about American generations from New Strategist are available in Harvard Libraries   Generational Market Segmentation A Library of Congress... View Details

    Arthur J. Decio

    Decio transformed his family’s company from a small coach firm in a garage in Indiana into one of the three largest builders of manufactured homes in the United States. Under his leadership, Skyline grew to 25 companies with 3,500 employees in 12 states. In the... View Details
    Keywords: Construction & Real Estate
    • 04 Mar 2002
    • Research & Ideas

    Don’t Lose Money With Customers

    at the market level, then translate these into strategies at the market segment level. A paper mill's marketing strategy, for instance, might... View Details
    Keywords: by Peter K. Jacobs
    • 25 Jul 2005
    • Research & Ideas

    An Organization Your Customers Understand

    If customers were unhappy, they reasoned, the product should be changed. Militant demands displaced an environment of mutual respect and shared learning. Needless to say, the practice of telling students they were customers was quickly stopped. Managers must still... View Details
    Keywords: by Robert Simons