Publications

02 Mar 2015
Research & Ideas

Retail Reaches a Tipping Point—Which Stores Will Survive?

clear: many retail segments are under assault by cheaper, more convenient retailers selling online. "The surprising thing is that despite the success of lots of big businesses in having developed Internet businesses, despite the fact that... View Details

Keywords: by Sean Silverthorne; Retail

09 Dec 2014
First Look

First Look: December 9

more negative announcement effect than those on debt. Real investment falls following the controls. Overall, the results suggest that capital controls segment international financial markets, increase the cost of capital, reduce the... View Details

Keywords: Sean Silverthorne

01 Mar 2011
First Look

First Look: March 1

channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also raises new challenges. These include the higher likelihood of costly product returns when customers' ability to... View Details

Keywords: Sean Silverthorne

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

12 Aug 2008
First Look

First Look: August 12, 2008

in addition to the already competitive mobile communication segment where the company's once dominant market share was heavily eroded. Mao had to decide on the pricing strategies for the company's various product lines, including fixed... View Details

Keywords: Sean Silverthorne

15 Jan 2019
First Look

New Research and Ideas, January 15, 2019

resonated with several segments of the population. While many experts predicted a Clinton victory, Trump was ultimately elected president in November 2016. During his first 100 days in office, Trump tested the boundaries of the U.S.... View Details

Keywords: Dina Gerdeman

02 Jan 2012
Research & Ideas

Most Popular Articles of 2011

Christensen's Milkshake Marketing (24,877) http://hbswk.hbs.edu/item/6496.html Published: February 14, 2011 About 95 percent of new products fail. The problem often is that their creators are using an ineffective market segmentation... View Details

Keywords: by Staff

November 1990 (Revised November 1991)
Case

Time Inc. and New Magazine Development

By: David J. Collis and Nancy Donohue

Looks at the magazine development at Time Inc. in light of the growing dominance of the video group and the modern management of the 1980s. Highlights the firm's magazine development during 1989. View Details

Keywords: Growth and Development; Management; Product; Segmentation; Publishing Industry

2005
Class Lecture

Managing Markets, Segments, and Customers

By: Das Narayandas

Keywords: Markets; Segmentation; Customers

April 2021
Teaching Note

Drinkworks: Home Bar by Keurig

By: Sunil Gupta and Jonathan Levav

Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details

20 Jan 2017
Research & Ideas

Here’s How Businessman Trump Is Likely to Approach the Presidency

marketing in the world of commerce. In politics, you need majority support or at least a plurality to be successful. In commerce, you can be highly profitable as a niche brand appealing to a narrow segment of the population. In fact,... View Details

Keywords: by Christina Pazzanese

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

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

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

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

November 2000 (Revised April 2001)
Case

CMR Enterprises

By: Das Narayandas and Mary N. Caravella

Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces... View Details

Keywords: Acquisition; Customer Relationship Management; Entrepreneurship; Leadership; Marketing Strategy; Performance Evaluation; Relationships; Segmentation; Construction Industry

19 Mar 2008
Research & Ideas

Finding Success in the Middle of the Market

It's not that Toyota only sells in the middle market. Far from it. They sell to all segments (except the luxury segment which they address with Lexus). But midfield is where the bell-curve distribution of... View Details

Keywords: by John Quelch; Auto; Retail

October 2010 (Revised April 2013)
Case

Bridge International Academies: A School in a Box

By: V. Kasturi Rangan and Katharine Lee

Bridge International was founded in 2007 as a for-profit social enterprise to address the educational needs of poor children in Africa. Ten schools were operational in Kenya by 2010. The plan was to franchise nearly 3,000 schools all over Africa. The case is meant to... View Details

Keywords: Business Model; Education; Growth and Development; Franchise Ownership; Strategic Planning; Problems and Challenges; Social Enterprise; Segmentation; Education Industry; Africa; Kenya