Target Market - Publications - Faculty & Research

09 Jan 2007
First Look

First Look: January 9, 2007

Venture Capital Investment Cycles: The Impact of Public Markets Authors:Paul Gompers, Anna Kovner, Josh Lerner, and David Scharfstein Publication:Journal of Financial Economics (forthcoming). (Earlier version distributed as National... View Details

Keywords: Martha Lagace

25 Apr 2023
Op-Ed

How SHEIN and Temu Conquered Fast Fashion—and Forged a New Business Model

digital marketing to place stylish fast-fashion merchandise in front of target customers on social media sites such as Instagram, Facebook, and TikTok, as well as on its own website and mobile apps.... View Details

Keywords: by John Deighton; Fashion; Retail; Consumer Products

April 2025 (Revised June 2025)
Case

Governing Sustainability in a Shifting Context (A)

By: Lynn S. Paine and Will Hurwitz

In early 2025, boards of directors had to rethink corporate responsibility and sustainability efforts amid rapidly-shifting social, legal, regulatory, and economic forces. While just a few years earlier, calls to address racial justice and climate change reached into... View Details

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February 2025
Article

Sale of Private Equity–Owned Physician Practices and Physician Turnover

By: Victoria Berquist, Lev Klarnet and Leemore Dafny

Private equity (PE) ownership of physician practices is increasing, with owners targeting sales, or exits, in 3 to 7 years. Little is known about the association of exit with physician retention and subsequent employment. Using panel data over the period 2014-2020, we... View Details

Keywords: Private Equity; Retention; Health Industry

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23 Oct 2024
HBS Seminar

Rosa Ferrer, University of Pompeu Fabra and BSE

May 2023
Teaching Note

Away: Scaling a DTC Travel Brand

By: Joseph B. Fuller and Jill Avery

Teaching Note for HBS Case No. 520-051. Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth... View Details

Keywords: Distribution; Growth and Development Strategy; E-commerce; Segmentation; Venture Capital; Consumer Products Industry

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Browse All Articles, Research, & Case Studies - HBS Working Knowledge

extensive experience in climate negotiations and industry collaboration, Paul and Tom share insights on how COP29 fits into the broader climate agenda, what business leaders should expect, and how they can best engage. The conversation delves into the evolving role of... View Details

02 Apr 2007
Lessons from the Classroom

Making the Move to General Manager

Manager Program (TGMP), which together have more than 11,000 alumni. As a modular program—with on-campus learning interspersed with work back at the organization—GMP's target market is executives with... View Details

Keywords: by Martha Lagace

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Live from Klarman Hall - Alumni

Research Sham Kakade Co-Director Harvard University Kempner Institute Armen Mkrtchyan Origination Partner Flagship AI and Marketing Join Sir Martin Sorrell and Associate Professor Ayelet Israeli for a discussion about the profound impact... View Details

August 2019
Case

Twiggle: E-Commerce with Semantic Search

By: Shane Greenstein and Danielle Golan

Four years after being founded, in 2014, by former Google executives Amir Konigsberg (CEO) and Adi Avidor (CTO), Twiggle had developed a search enhancement that plugged into an online merchant’s existing framework. The company utilized advanced structuring and... View Details

Keywords: Search Technology; Customer Acquisition; Internet and the Web; Technological Innovation; Commercialization; Growth and Development Strategy; E-commerce; Technology Industry; Israel

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February 2014 (Revised August 2014)
Case

The Michelin Restaurant Guide: Charting a New Course

By: Mukti Khaire, Elena Corsi and Jerome Lenhardt

Created in 1900 by the tire manufacturer Michelin, the Michelin Restaurant Guide was widely considered the international benchmark of food rating, and, by 2013, boasted paper editions in 23 countries, and had recently expanded to the United States and Asia. Paper sales... View Details

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November 2008 (Revised November 2008)
Case

Cyworld: Creating and Capturing Value in a Social Network

By: Sunil Gupta and Sangman Han

In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea.... View Details

Keywords: Customer Value and Value Chain; Consumer Behavior; Social and Collaborative Networks; Segmentation; Value Creation; South Korea

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April 1990 (Revised January 1993)
Case

Ad Council's AIDS Campaign (A): Advertising Strategy

By: V. Kasturi Rangan and Janet Montgomery

Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details

Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry

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Placement - Doctoral

Department Dissertation: Three Essays on Data-Driven Personalization and Targeting for Marketing Intervention Advisors: Eva Ascarza (Chair), Sunil Gupta , Jeremy Yang , and José R. Zubizarreta 2024 Jimin Nam... View Details

November 2023
Teaching Plan

Geely SEA: New Electric Vehicle Platforms

By: Willy Shih

Teaching Plan for HBS Case No. 622-001. Kent Bovellan, the Chief Engineer and Head of the Vehicle Architecture Center for Geely Holding, the Hangzhou, China headquartered global automotive group, was debating the platform choice for an upcoming "D" segment midsized... View Details

Keywords: Product Innovation; Product Architecture; Product Engineering; Platform Design; Platform Strategy; Product Design; Product Development; Cost Management; Competitive Strategy; Industry Structures; Product Positioning; Auto Industry; China; Sweden

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For the past 20 years, the theory of disruptive innovation has been enormously influential in business circles and a powerful tool for predicting which industry entrants will succeed. Unfortunately, the theory has also been widely misunderstood, and the "disruptive"... View Details

13 Jul 2016
HBS Case

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

million. “You have to be more proactive and control the acquisition process, which word-of-mouth does not allow for.” That’s where digital marketing can help, allowing companies to target specific customers... View Details

Keywords: by Michael Blanding; Retail; Service; Transportation

November 2014
Case

Nestlé SA, 2014

By: John R. Wells and Galen Danskin

In 2014, Nestlé was the largest producer of packaged foods and beverages in the world. 2013 revenues were $103.7 billion and operating profits $16.1 billion (15.5% of sales). The company owned 29 mega brands, each generating more than Euro 1 billion ($1.25 billion).... View Details

Keywords: Consumer Products; Acquisitions; Strategy; Goods and Commodities; Nutrition; Emerging Markets; Corporate Social Responsibility and Impact; Competitive Strategy; Consumer Products Industry; Europe

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02 Jan 2024
Research & Ideas

10 Trends to Watch in 2024

The lightning-fast ascent of generative AI isn’t the only sea change on the horizon for businesses in the new year. The global economy is in flux as war, climate change, trade issues, and infrastructure problems demand attention. Many companies continue to struggle to... View Details

Keywords: by Rachel Layne

June 1991 (Revised December 1997)
Case

Takeover of the Norton Co., The

By: Thomas R. Piper

After a decade of mediocre performance, the Norton Co. enters 1990 with the prospect of increased sales in the next few years. Yet Norton is pursuing slow growth industries, and a lower than expected earnings announcement at the beginning of 1990 has depressed earnings... View Details

Keywords: Mergers and Acquisitions; Business Conglomerates; Goals and Objectives; Forecasting and Prediction; Performance Evaluation; Revenue; Bids and Bidding; Business Processes; Ownership Stake

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