Publications

October 2013 (Revised August 2015)
Case

Outotec (A): Project Capture

By: Robert J. Dolan and Doug J. Chung

Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details

Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

Lifetime Value Analysis" toolkit complements the "HubSpot: Inbound Marketing and Web 2.0" case, which introduces the concept of calculating the value that a customer segment delivers to the firm. Professors have also used... View Details

Keywords: by Sarah Jane Gilbert

January 2017 (Revised November 2018)
Case

Navistar International: Competing Against PACCAR

By: Benjamin Esty, Eric Van den Steen and Jeffrey Boyar

In 2013, Navistar was in the midst of a deep crisis, having lost a third of its market share over the previous three years. Bill Kozek, the new president of Navistar North America Truck and Sales division needs to develop his division’s strategy as part of the... View Details

Keywords: Business Strategy; Alignment; Competitive Advantage; Segmentation; Transportation Industry; Motorcycle Industry

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 four processes—customer... View Details

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

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

June 2018
Article

Firm Turnover and the Return of Racial Establishment Segregation

By: John-Paul Ferguson and Rembrand Koning

Racial segregation between American workplaces is greater today than it was a generation ago. This increase has happened alongside the declines in within-establishment occupational segregation on which most prior research has focused. We examine more than 40 years of... View Details

Keywords: Firm Entry; Stratification; Segregration; Entrepreneurship; Business Ventures; Employees; Diversity; Race; Segmentation; United States

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 call for selling newsprint to the publishing industry segment and... View Details

Keywords: by Peter K. Jacobs

June 2011
Teaching Note

Red Lobster (TN)

By: Jason Riis

Teaching Note for 511-052. View Details

Keywords: Markets; Research; Opportunities; Customer Satisfaction; Sales; Segmentation; Food; Food and Beverage Industry

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

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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

Find at Harvard

June 2005
Case

CarMax

By: Rajiv Lal and David Kiron

Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details

Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry

1996
Article

A Segment-Level Model of Category Volume and Brand Choice

By: William R. Dillon and Sunil Gupta

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

Find at Harvard

October 2008
Class Lecture

Marketing as Competitive Advantage: Fundamentals

By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska

Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details

Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation

April 2004
Teaching Note

Marks & Spencer: The Phoenix Rises (Multi-Media Case)

By: Joseph L. Bower

Teaching Note to (9-304-034). View Details

Keywords: Corporate Strategy; Brands and Branding; Perspective; Segmentation; Management Teams

14 Feb 2005
Research & Ideas

The World in Your Palm?

student to chief executive officer also makes it difficult for device makers to segment the market as cleanly as, say, PC companies are able to do, DelBene said. "Companies are spending a lot of time trying to figure out where the... View Details

Keywords: by Sean Silverthorne

18 Apr 2019
Research & Ideas

Open Innovation Contestants Build AI-Based Cancer Tool

Radiation therapy can be lifesaving for lung cancer patients. The first step, though, is having a trained, skilled oncologist who knows how to best segment or mark off the tumor for radiation. This expertise is vital for targeting the... View Details

Keywords: by Martha Lagace; Health; Medical Devices & Supplies

June 2005
Background Note

Overview of the Japanese Apparel Market

By: Rajiv Lal and Arar Han

Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers... View Details

Keywords: Trends; Financial Crisis; Trade; Emerging Markets; Sales; Luxury; Competition; Segmentation; Apparel and Accessories Industry; Fashion Industry; Asia; China; Japan; Korean Peninsula