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    • All HBS Web  (3,022)
      • Faculty Publications  (677)

      Market Segmentation And Target Market SelectionRemove Market Segmentation And Target Market Selection →

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      • October 2008 (Revised January 2011)
      • Case

      Lawrence Trinh: Venturing to Vietnam

      By: Joshua D. Margolis and Rachel Gordon
      Should Lawrence Trinh pursue his aspiration of working in Vietnam—and if so, what set of principles and practices should he adopt if he encounters corruption? These are questions that reverberate for many students who wish to work in emerging markets and other contexts... View Details
      Keywords: Developing Countries and Economies; Ethics; Investment; Leadership Development; Emerging Markets; Personal Development and Career; Welfare; Financial Services Industry
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      Margolis, Joshua D., and Rachel Gordon. "Lawrence Trinh: Venturing to Vietnam." Harvard Business School Case 409-017, October 2008. (Revised January 2011.)
      • 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
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      Narayandas, Das, 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." Harvard Business School Class Lecture 509-719, October 2008.
      • September 2008 (Revised October 2009)
      • Background Note

      The Carbon Market

      By: Andre F. Perold, Forest L. Reinhardt and Mikell Hyman
      The carbon market has emerged in response to concerns about global climate change. This note characterizes the market in 2008, describing each segment and how it operates. View Details
      Keywords: Non-Renewable Energy; Market Transactions; Environmental Sustainability; Climate Change
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      Perold, Andre F., Forest L. Reinhardt, and Mikell Hyman. "The Carbon Market." Harvard Business School Background Note 209-064, September 2008. (Revised October 2009.)
      • September 2008 (Revised October 2008)
      • Case

      Marc Abrahams: Annals of an Improbable Entrepreneur

      By: Boris Groysberg and Michael Slind
      Marc Abrahams was a media entrepreneur who specialized in science humor. In 2008, he sought to boost the scale and monetization potential of his business. That business, called Improbable Research, encompassed a magazine (Annals of Improbable Research), a high-profile... View Details
      Keywords: Entrepreneurship; Selection and Staffing; Human Capital; Growth and Development Strategy; Brands and Branding; Personal Development and Career
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      Groysberg, Boris, and Michael Slind. "Marc Abrahams: Annals of an Improbable Entrepreneur." Harvard Business School Case 409-013, September 2008. (Revised October 2008.)
      • September 2008
      • Teaching Note

      Allston: Brand vs. Architecture (TN)

      By: Christopher M. Gordon and Ben Creo
      Teaching Note for [208079]. View Details
      Keywords: Brands and Branding; Buildings and Facilities; Selection and Staffing; Massachusetts
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      Gordon, Christopher M., and Ben Creo. "Allston: Brand vs. Architecture (TN)." Harvard Business School Teaching Note 209-040, September 2008.
      • 2008
      • Working Paper

      Fixing Market Failures or Fixing Elections? Agricultural Credit in India

      By: Shawn A. Cole
      This paper integrates theories of political budget cycles with theories of tactical electoral redistribution to test for political capture in a novel way. Studying banks in India, I find that government-owned bank lending tracks the electoral cycle, with agricultural... View Details
      Keywords: Agribusiness; Banks and Banking; Financing and Loans; Political Elections; State Ownership; Banking Industry; India
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      Cole, Shawn A. "Fixing Market Failures or Fixing Elections? Agricultural Credit in India." Harvard Business School Working Paper, No. 09-001, July 2008.
      • June 2008
      • Article

      Current State of Fellowship Hiring: Is a Universal Match Necessary? Is It Possible?

      By: Christopher D. Harner, Anil S. Ranawat, Muriel Niederle, Alvin E. Roth, Peter J. Stern, Shepard R. Hurwitz, William Levine, G. Paul DeRosa and Serena S. Hu
      Currently, approximately ninety percent of the six hundred twenty graduating orthopaedic residents are planning on entering a post-graduate fellowship. Since January of 2005, two of the largest fellowship match programs, Sports Medicine and Spine Surgery, were... View Details
      Keywords: Medical Specialties; Recruitment; Selection and Staffing; Employment; Market Timing; Marketplace Matching; Health Industry
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      Harner, Christopher D., Anil S. Ranawat, Muriel Niederle, Alvin E. Roth, Peter J. Stern, Shepard R. Hurwitz, William Levine, G. Paul DeRosa, and Serena S. Hu. "Current State of Fellowship Hiring: Is a Universal Match Necessary? Is It Possible?" Journal of Bone and Joint Surgery: American Volume 90 (June 2008): 1375–1384.
      • May 2008
      • Article

      When Winning Is Everything

      By: Deepak Malhotra, Gillian Ku and J. Keith Murnighan
      In the heat of competition, executives can easily become obsessed with beating their rivals. This adrenaline-fueled emotional state, which the authors call competitive arousal, often leads to bad decisions. Managers can minimize the potential for competitive arousal... View Details
      Keywords: Decision Choices and Conditions; Auctions; Bids and Bidding; Behavior; Emotions; Personal Characteristics; Competitive Strategy; Competitive Advantage
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      Malhotra, Deepak, Gillian Ku, and J. Keith Murnighan. "When Winning Is Everything." Harvard Business Review 86, no. 5 (May 2008).
      • April 2008
      • Supplement

      Ti-Tech (B)

      By: Benson P. Shapiro and John T. Gourville
      This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity... View Details
      Keywords: Decisions; Order Taking and Fulfillment; Production; Performance Capacity; Marketing Strategy; Bids and Bidding; Manufacturing Industry; Industrial Products Industry; United States
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      Shapiro, Benson P., and John T. Gourville. "Ti-Tech (B)." Harvard Business School Supplement 508-096, April 2008.
      • April 2008
      • Case

      Chunghwa Telecom Co., Ltd. (A)

      By: Paul W. Marshall, Michael Shih-ta Chen and Keith Chi-ho Wong
      In late November 2000, Chunghwa Telecom Co., Ltd., the once-monopolized telecom operator owned by the Taiwanese government, was on its way to privatization. Mr. C.K. Mao, Chairman of the company, who headed the job only three months earlier, after its prior chairman... View Details
      Keywords: Entrepreneurship; Governing Rules, Regulations, and Reforms; Employee Relationship Management; Leading Change; Organizational Change and Adaptation; Privatization; Competition; Telecommunications Industry; Taiwan
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      Marshall, Paul W., Michael Shih-ta Chen, and Keith Chi-ho Wong. "Chunghwa Telecom Co., Ltd. (A)." Harvard Business School Case 808-137, April 2008.
      • April 2008
      • Supplement

      Chunghwa Telecom Co., Ltd. (B)

      By: Paul W. Marshall, Michael Shih-ta Chen and Keith Chi-ho Wong
      In late November 2000, Chung Telecom Co., Ltd., the once-monopolized telecom operator owned by the Taiwanese government, was on its way to privatization. Mr. C.K. Mao, Chairman of the company, was headed the job only three months earlier, after its prior chairman... View Details
      Keywords: State Ownership; Jobs and Positions; Monopoly; Privatization; Competition; Decisions; Motivation and Incentives; Labor and Management Relations; Resignation and Termination; Compensation and Benefits; Price; Status and Position; Telecommunications Industry; Public Administration Industry; Taiwan
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      Marshall, Paul W., Michael Shih-ta Chen, and Keith Chi-ho Wong. "Chunghwa Telecom Co., Ltd. (B)." Harvard Business School Supplement 808-138, April 2008.
      • March 2008
      • Case

      Cambrian House

      By: Peter A. Coles, Karim R. Lakhani and Andrew P. McAfee
      Cambrian House builds internet-based products and services by relying entirely on its user community for all aspects of its innovation and new product development process. Users suggest ideas for new products and services and also participate in a monthly voting... View Details
      Keywords: Decision Choices and Conditions; Voting; Technological Innovation; Knowledge Management; Marketing Strategy; Open Source Distribution; Product Development; Strategic Planning; Business and Community Relations; Internet
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      Coles, Peter A., Karim R. Lakhani, and Andrew P. McAfee. "Cambrian House." Harvard Business School Case 608-016, March 2008.
      • March 2008 (Revised March 2009)
      • Case

      Purolator Courier Ltd.

      By: Rajiv Lal and Catherine Ross
      On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been... View Details
      Keywords: Conferences; Customer Focus and Relationships; Leading Change; Marketing Strategy; Performance Effectiveness; Strategic Planning; Research; Segmentation; Canada
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      Lal, Rajiv, and Catherine Ross. "Purolator Courier Ltd." Harvard Business School Case 508-054, March 2008. (Revised March 2009.)
      • 2008
      • Working Paper

      Where Does It Go? Spending by the Financially Constrained

      By: Shawn A. Cole, John Thompson and Peter Tufano
      In this paper, we analyze the spending decisions of over 1.5 million Americans who vary in their degree of revealed credit constraints. Specifically, we analyze how these Americans spend their income tax refunds, using transaction-level data from a stored-value card... View Details
      Keywords: Decision Choices and Conditions; Credit; Personal Finance; Spending; Taxation; Consumer Behavior; United States
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      Cole, Shawn A., John Thompson, and Peter Tufano. "Where Does It Go? Spending by the Financially Constrained." Harvard Business School Working Paper, No. 08-083, March 2008. (Revised April 2008.)
      • November 2006
      • Article

      Find Your Sweet Spot

      By: Rob Markey, Gerard Du Toit and James Allen
      Charged with extending their unit’s product lines and boosting top-line growth over the next three years, product managers at one global consumer goods company wanted to identify the most attractive customer segments to target and how best to reach them. So they turned... View Details
      Keywords: Marketing Strategy; Customers; Segmentation
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      Markey, Rob, Gerard Du Toit, and James Allen. "Find Your Sweet Spot." Harvard Management Update 11, no. 11 (November 2006): 3–6.
      • February 2008 (Revised August 2008)
      • Case

      Quanta Computer and the One Laptop Per Child Initiative

      By: Willy Shih, Chintay Shih and Jyun-Chen Wang
      When Quanta Computer, Inc., the world's largest manufacturer of laptop computers, first joined the One Laptop Per Child (OLPC) initiative, it faced a challenge trying to balance the cost objectives of a laptop computer targeted at children of the developing world with... View Details
      Keywords: For-Profit Firms; Disruptive Innovation; Demand and Consumers; Supply Chain; Partners and Partnerships; Nonprofit Organizations; Hardware
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      Shih, Willy, Chintay Shih, and Jyun-Chen Wang. "Quanta Computer and the One Laptop Per Child Initiative." Harvard Business School Case 608-102, February 2008. (Revised August 2008.)
      • January 2008 (Revised August 2012)
      • Case

      Retail Sales of Health Insurance: Blue Cross Blue Shield of Florida

      By: Regina E. Herzlinger and Grady Clouse
      The BCBS of Florida is contemplating whether to enter the consumer-driven health care market and if so, whether to target such groups—and individuals—and in which of its geographic markets, and how. View Details
      Keywords: Health Care and Treatment; Nonprofit Organizations; Strategy; Insurance; Insurance Industry; Florida
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      Herzlinger, Regina E., and Grady Clouse. "Retail Sales of Health Insurance: Blue Cross Blue Shield of Florida." Harvard Business School Case 308-089, January 2008. (Revised August 2012.)
      • January 2008 (Revised February 2010)
      • Case

      Chocolates El Rey

      By: Rohit Deshpandé, Gustavo Herrero and Regina Garcia-Cuellar
      In late November 2006, Jorge Redmond, CEO of Chocolates El Rey, called a meeting with senior management to discuss the company's growth strategy. A relatively small firm with sales of around $14 million, El Rey produced top quality chocolate made with single origin... View Details
      Keywords: Family Business; Globalized Markets and Industries; Growth and Development Strategy; Brands and Branding; Marketing Strategy; Segmentation; Agriculture and Agribusiness Industry; Agriculture and Agribusiness Industry; Venezuela
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      Deshpandé, Rohit, Gustavo Herrero, and Regina Garcia-Cuellar. "Chocolates El Rey." Harvard Business School Case 508-052, January 2008. (Revised February 2010.)
      • January 2009
      • Article

      Bank Debt and Corporate Governance

      By: Victoria Ivashina, Vinay Nair, Anthony Saunders, Nadia Massoud and Roger Stover
      In this paper, we investigate the disciplining role of banks and bank debt in the market for corporate control. We find that relationship bank lending intensity and bank client network have positive effects on the probability of a borrowing firm becoming a target. This... View Details
      Keywords: Corporate Governance; Borrowing and Debt; Banks and Banking; Business and Stakeholder Relations; Governance Controls; Managerial Roles
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      Ivashina, Victoria, Vinay Nair, Anthony Saunders, Nadia Massoud, and Roger Stover. "Bank Debt and Corporate Governance." Review of Financial Studies 22, no. 1 (January 2009): 41–77.
      • January 2008
      • Article

      Learning the Fine Art of Collaboration

      By: Alan MacCormack and Theodore Forbath
      Innovations are increasingly brought to the market by networks of firms, selected for their unique capabilities and operating in a coordinated manner. This collaborative model demands that firms develop different skills, yet despite this need, there is little guidance... View Details
      Keywords: Digital Platforms
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      MacCormack, Alan, and Theodore Forbath. "Learning the Fine Art of Collaboration." Forethought. Special Issue on HBS Centennial. Harvard Business Review 86, no. 1 (January 2008): 10–11.
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