Mobile Marketing - Publications - Faculty & Research

13 Jun 2005
Research & Ideas

Rescuing Products with Stealth Positioning

square and two inches tall. It left everything up to the imagination—which is precisely what Apple had in mind. Downplaying its PC capability, Apple's marketers emphasized the Mini's many other uses: It could be a music server for your... View Details

Keywords: by Youngme Moon

April 2020 (Revised May 2020)
Case

NTT DOCOMO's Race to 5G

By: Juan Alcácer, Horst Melcher and Akiko Kanno

The case, based on extensive interviews with NTT DOCOMO’s technology leaders, focuses on the opportunities and challenges that NTT DOCOMO faces with the launch of infrastructure and services for 5G wireless telecommunication technology. With higher data rates and... View Details

Keywords: 5G; Mobile and Wireless Technology; Product Launch; Strategic Planning; Decision Making; Strategy; Telecommunications Industry; Technology Industry

Citation

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25 May 2016
Research & Ideas

How Consumers and Businesses are Reshaping Public Health

savings. In the area of prevention, the spread of ever-cheaper mobile smart phones enables citizens in remote rural areas to receive online medical consultations, treatment suggestions, and prescriptions. Readings on diagnostic machines... View Details

Keywords: by John A. Quelch; Health

14 Jul 2003
Research & Ideas

Keeping Your Balance With Customers

Industrial Era, product innovation and operations management predominated. Product innovation ensured the continuous flow of new products that would sustain growth or market share or both. Operations management ensured that costs and... View Details

Keywords: by Robert S. Kaplan & David P. Norton

16 Jun 2009
First Look

First Look: June 16

the income statement and balance sheet. In addition, the theory allows us to compare and contrast extant GAAP, as produced in a regulated setting, with a GAAP that might arise endogenously as a result of market forces. We conclude that... View Details

Keywords: Martha Lagace

04 Jan 2012
What Do You Think?

Income Inequality: What’s the Right Amount?

Summing Up Are Education And Mobility The Keys To Reaching The Right Amount Of Inequality? Questions about the right amount of inequality provoked thoughtful comment this month about the nature of the question, definitions, measures, and... View Details

Keywords: by Jim Heskett

26 Aug 2013
Lessons from the Classroom

Built for Global Competition from the Start

that she cofounded and modeled on the US company Hotel Tonight. Blink offers a mobile application that provides same-day booking of boutique hotels across Europe, taking advantage of market price... View Details

Keywords: by Kim Girard; Education

25 Jan 2000
Research & Ideas

Strategic Alliances

alliances is that "greater interaction will result in productive two-way learning: corporations can be enriched by finding out how nonprofits mobilize and motivate personnel, while nonprofits can learn more about View Details

Keywords: by Nancy O. Perry

11 Nov 2013
Research & Ideas

A Smarter Way to Reduce Customer Defections

Companies spend significant sums to acquire customers. Once hooked, marketers protect those investments by attempting to keep patrons happy, engaged, and most of all, loyal. Reducing customer attrition, or "churn" in View Details

Keywords: by Dina Gerdeman; Retail; Service

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

In this excerpt, Nohria and Leestma outline the challenges and rewards awaiting businesses that target the mobile-commerce customer. The best place to start? Develop a thorough knowledge of consumer behavior.The race for dominance in View Details

Keywords: by Nitin Nohria & Marty Leestma

26 Feb 2007
Research & Ideas

The Power of the Noncompete Clause

associate professor of technology and operations management, their paper—available for download—is titled "Noncompetes and Inventor Mobility: Specialists, Stars, and the Michigan Experiment." What they found: While noncompetes do constrain View Details

Keywords: by Martha Lagace

21 Aug 2006
Research & Ideas

How Europe Wrote the Rules of Global Finance

the collective expectations of market participants. We are already in a very different moment in history compared to the middle of the 1990s. What most fascinated me was how much the content of financial orthodoxy had shifted during the... View Details

Keywords: by Ann Cullen

01 Aug 2016
Research & Ideas

Retail Execs Underplay Current Performance to Investors--but Why?

mobile phones, tablets, as well as desktop computers. Do some retail executives mislead investors to win in the stock market? Source: Rawpixel Ltd Consumer activity data included counts of specific events that appeared to involve a... View Details

Keywords: by Dina Gerdeman; Financial Services

13 May 2008
First Look

First Look: May 13, 2008

What Deep Metaphors Reveal About the Minds of Consumers Authors:Gerald Zaltman and Lindsay Zaltman Publication:Harvard Business School Press, 2008 Abstract Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand... View Details

Keywords: Martha Lagace

28 Apr 2011
Op-Ed

While Waiting for Japan’s Recovery, Let’s Enhance Supplier Competitiveness at Home

officials convened events to involve companies in their region. Today, in the aftermath of market quakes and earthquakes, America needs another national campaign, this time to mobilize big companies to power... View Details

Keywords: by Rosabeth Moss Kanter

09 Dec 2015
Research Event

When Hosts Attack: The Competitive Threat of Online Platforms

economy. “A platform owner may imitate them and enter their markets by offering similar products,” Zhu explained. “Before you build your business model around platforms, you need to think about how to minimize the risk from these... View Details

Keywords: by Carmen Nobel; Retail; Technology; Web Services

23 Sep 2014
First Look

First Look: September 23

expanded its offering to cover a broad spectrum of Internet and mobile security products. In 2012 the company launched its own Internet search engine called So.com. By August 2013, So.com captured 18% PC View Details

Keywords: Sean Silverthorne

11 Jul 2006
First Look

First Look: July 11, 2006

the following century. Firms employed marketing and marketing strategies to diffuse products and brands internationally despite business, economic, and cultural obstacles to globalization. The process was... View Details

Keywords: Sean Silverthorne

19 Mar 2013
First Look

First Look: March 19

tightly linked to changes in firm diversification and IT investments. These relationships depend crucially on the function involved: those closer to the product ("product" functions, e.g., marketing / R&D) behave differently... View Details

Keywords: Sean Silverthorne

September 2004 (Revised June 2005)
Case

QUALCOMM, Inc. 2004

By: David B. Yoffie, Pai-Ling Yin and Elizabeth Kind

QUALCOMM, Inc. had transitioned from a fledgling startup into a Fortune 500 wireless technology leader. Its CDMA technology was considered the preeminent technology and was the world's fastest growing wireless communications technology. CEO Irwin Jacobs had a number of... View Details