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  • July 2010 (Revised December 2011)
  • Background Note

Marketing Analysis Toolkit: Pricing and Profitability Analysis

By: Thomas J. Steenburgh and Jill Avery
Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details
Keywords: Forecasting and Prediction; Price; Profit; Management Analysis, Tools, and Techniques; Marketing Strategy; Demand and Consumers; Measurement and Metrics; Strategic Planning; Mathematical Methods; Retail Industry
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Pricing and Profitability Analysis." Harvard Business School Background Note 511-028, July 2010. (Revised December 2011.)
  • 19 Feb 2007
  • Research & Ideas

Inexperienced Investors and Market Bubbles

the peak of the market a significant fraction of institutional money was controlled by young managers, thanks in part to rising prices for tech stocks, the researchers say. We asked Greenwood View Details
Keywords: by Sean Silverthorne; Financial Services
  • 16 Jun 2003
  • Research & Ideas

Researchers Contribute Globalization of Markets Papers

Twenty years has provided time to judge the success or failure of Theodore Levitt's predictions of a global economy populated by standardized products and marketing approaches. For the colloquium, a number... View Details
Keywords: by Working Knowledge editors
  • September 2009
  • Supplement

One South: Investing in Emerging Markets (B)

By: Nicolas P. Retsinas and Justin Seth Ginsburgh
A United States private equity fund, The Saboput Group, must decide whether to invest in a new technology park development in Chennai, India. The B case provides the reader with due diligence observations, which reveal numerous potential problems with the investment.... View Details
Keywords: Decisions; Private Equity; Investment; Foreign Direct Investment; Markets; Emerging Markets; Problems and Challenges; Partners and Partnerships; Valuation; Real Estate Industry; Chennai; United States
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Retsinas, Nicolas P., and Justin Seth Ginsburgh. "One South: Investing in Emerging Markets (B)." Harvard Business School Supplement 210-027, September 2009.
  • 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
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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.
  • August 2016
  • Case

S'well: The Mass Market Decision

By: Youngme Moon
This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details
Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States
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Moon, Youngme. "S'well: The Mass Market Decision." Harvard Business School Case 317-019, August 2016.
  • June 2015 (Revised January 2017)
  • Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor
Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details
Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France
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Avery, Jill, Chekitan S. Dev, and Peter O'Connor. "Accor: Strengthening the Brand with Digital Marketing." Harvard Business School Case 315-138, June 2015. (Revised January 2017.)
  • 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
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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.)
  • 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
Keywords: Homophily; Group Selection; Diversity; Gender; Race; Competition
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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.
  • 05 Nov 2018
  • Working Paper Summaries

Pioneer (Dis-)advantages in Markets for Technology

Keywords: by Moritz Fischer, Joachim Henkel, and Ariel Dora Stern; Medical Devices & Supplies
  • 2017
  • Working Paper

Emerging Markets and the Future of Business History

By: Gareth Austin, Carlos Dávila and Geoffrey Jones
This working paper 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... View Details
Keywords: Business History; Emerging Markets; Developing Countries and Economies
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Austin, Gareth, Carlos Dávila, and Geoffrey Jones. "Emerging Markets and the Future of Business History." Harvard Business School Working Paper, No. 18-012, August 2017.
  • March 2025
  • Case

Mobvoi's Path Through Market Challenges and Business Reinvention

By: Paul A. Gompers and Shu Lin
Founded in 2012, Mobvoi evolved through multiple transformations—from AI-driven voice technology to smart wearables and later AI-generated content. Backed by major investors, the company navigated shifts in strategy while facing two failed IPO attempts. As market... View Details
Keywords: Business Startups; Entrepreneurship; AI and Machine Learning; Transformation; Initial Public Offering; Business Strategy; Technology Industry; China
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Gompers, Paul A., and Shu Lin. "Mobvoi's Path Through Market Challenges and Business Reinvention." Harvard Business School Case 825-158, March 2025.
  • August 2018
  • Supplement

Garanti Payment Systems: Digital Transformation Strategy (B)

By: Shelle M. Santana and Esel Çekin
Supplements the (A) case. Işıl Akdemir Evlioğlu, executive vice president of marketing at Garanti Payment Systems (GPS), a subsidiary of Garanti Bank, is grappling with three questions. First, should GPS create its own mobile app for credit card customers or leverage... View Details
Keywords: Loyalty Programs; Campaign Management; Campaign Enrollment; Branding; Customer Acquisition; Regulations; Regulatory Changes; Bank; Retail Bank; Banking; Payment Systems; Installment; Mobile App; Call Center; Data Analytics; Digital; Technology; Banks and Banking; Business Subsidiaries; Mobile and Wireless Technology; Credit Cards; Brands and Branding; Governing Rules, Regulations, and Reforms; Decision Choices and Conditions; Digital Transformation
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Santana, Shelle M., and Esel Çekin. "Garanti Payment Systems: Digital Transformation Strategy (B)." Harvard Business School Supplement 519-015, August 2018.
  • 17 Jun 2019
  • Working Paper Summaries

The Comprehensive Effects of a Digital Paywall Sales Strategy

Keywords: by Doug J. Chung, Ho Kim, and Reo Song; Media & Broadcasting
  • December 2004 (Revised April 2006)
  • Case

Mavens & Moguls: Because Marketing Matters...

By: Myra M. Hart, Kristin Lieb and Victoria Winston
Mavens & Moguls is a virtual marketing-consulting firm of approximately 40 professionals. Examines the processes by which Paige Arnof-Fenn (an HBS grad with deep industry experience)draws on her experience and her network to create a high-quality marketing consulting... View Details
Keywords: Networks; Values and Beliefs; Business Growth and Maturation; Organizational Structure; Marketing; Entrepreneurship; Experience and Expertise; Growth and Development Strategy; Consulting Industry
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Hart, Myra M., Kristin Lieb, and Victoria Winston. "Mavens & Moguls: Because Marketing Matters..." Harvard Business School Case 805-005, December 2004. (Revised April 2006.)
  • Research Summary

Systematic Risk in the Housing Markets

A one-factor pricing model is employed to investigate the internal consistency of single family home and professionally-managed property prices during 1986-2006. The risk fac-tor used here is the US real estate index, which has much stronger explanatory power than the... View Details
  • 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
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Lal, Rajiv, and Arar Han. "Overview of the Japanese Apparel Market." Harvard Business School Background Note 505-068, June 2005.
  • November 2021 (Revised December 2022)
  • Case

Farfetch: Digital Transformation for Luxury Brands

By: Sunil Gupta, Jill Avery, Elena Corsi and Federica Gabrieli
Farfetch, a global luxury technology platform and digital marketplace had been surfing the wave of digital transformation in the luxury fashion industry since 2008. While the company’s stock price and market valuation had fluctuated since its IPO in 2018, it had... View Details
Keywords: Digital Marketing; Marketplaces; Retailing; Internet Marketing; E-Commerce Strategy; Marketing; Marketing Strategy; Marketing Channels; Brands and Branding; Luxury; Growth and Development Strategy; Digital Transformation; E-commerce; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Fashion Industry; Retail Industry; Web Services Industry; Technology Industry; United Kingdom; Europe; Portugal; China
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Gupta, Sunil, Jill Avery, Elena Corsi, and Federica Gabrieli. "Farfetch: Digital Transformation for Luxury Brands." Harvard Business School Case 522-051, November 2021. (Revised December 2022.)
  • March 2025
  • Case

Stagwell: AI and the Future of Marketing

By: Suraj Srinivasan and Radhika Kak
In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
Keywords: Advertising; Innovation Strategy; Change Management; AI and Machine Learning; Digital Transformation; Technology Adoption; Marketing Strategy; Service Delivery; Creativity; Business Model; Advertising Industry; Technology Industry
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Srinivasan, Suraj, and Radhika Kak. "Stagwell: AI and the Future of Marketing." Harvard Business School Case 125-089, March 2025.
  • May 1994
  • Background Note

Managing Market Complexity: A Three-Ring Circus

By: V. Kasturi Rangan
Proposes models of organization that address the various product-market environments posed by the product life cycle. Frames these changes along the two dimensions of uncertainty and diversity. Offers three sets of organizational characteristics to reflect the three... View Details
Keywords: Business Processes; Growth and Development Strategy; Complexity; Organizational Structure; Organizational Culture; Product Marketing; Markets; Product
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Rangan, V. Kasturi. "Managing Market Complexity: A Three-Ring Circus." Harvard Business School Background Note 594-119, May 1994.
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