Publications

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Consumer Products Industry; United States

Research Summary

Working on third edition of textbook on the fund industry

The book explains how mutual funds and other collective investment vehicles are organized, how they manage your money, and how they are marketed to investors. It also addresses the internationalization of funds in terms of global investing and global... View Details

April 1978
Case

General Foods: Opportunities in the Dog Food Market

Illustrates uses of various sources of market and consumer behavior data, including psychographics, product positioning, and market segmentation decisions for a new dog food product. Based on cases by E.T. Popper and L.S. Ward. View Details

Keywords: Product Positioning; Consumer Behavior; Product Development; Consumer Products Industry; Consumer Products Industry

Research Summary

Technology and Knowledge Transfer in the Evolution of China’s Machine Industry

This work-in-progress provides a historical perspective on the role of foreign companies as providers of machinery equipment and facilitators of technology transfer in China from the last decade of the 19^th century to the early 1950s. The project focuses on... View Details

October 1990 (Revised July 1991)
Case

Zenith: Marketing Research for High Definition Television (HDTV)

Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various... View Details

Keywords: Technological Innovation; Research; Marketing; Television Entertainment; Electronics Industry

September 2008
Case

Harrington Collection: Sizing Up the Active-Wear Market

By: Richard S. Tedlow and Heather Beckham

In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic... View Details

Keywords: Breakeven Analysis; Product Introduction; Expansion; Consumer Behavior; Supply and Industry; Product Launch; Apparel and Accessories Industry

February 2001 (Revised August 2001)
Case

Henry Heinz: Making Markets for Processed Foods

By: Nancy F. Koehn

Outlines many of the supply-side innovations, such as improved transportation, communication, and technological developments, that greatly expanded the productive capacity of the United States in the late 19th century. Explores a range of demand-side shifts, including... View Details

Keywords: Demand and Consumers; Competitive Advantage; Corporate Strategy; Entrepreneurship; Supply and Industry; Innovation and Invention; Food and Beverage Industry; United States

April 2011
Teaching Note

Prediction Markets at Google (TN)

Teaching Note for 607088. View Details

Keywords: Interests; Forecasting and Prediction; Market Participation; Information Technology Industry

Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries

Fast Answer

Challenges and Opportunities in the Restaurant Industry

financial fundamentals for valuation; equity research and investment firm data; For a multimedia learning module on LSEG Workspace check out our Learn with Baker Library LSEG Workspace Introduction. Industry and... View Details

19 Mar 2008
Research & Ideas

Finding Success in the Middle of the Market

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.In soccer,... View Details

Keywords: by John Quelch; Auto; Retail

13 Jul 2017
Blog Post

Summer Snapshot: Interning in the Sports Industry

role. To this point, the summer has exceeded my expectations. My entire team has been great, and I am fortunate to work closely with two alumni, John Niehaus (HBS ’13) and Dan Fleeter (HBS ’10). In only four weeks, I have worked on various View Details

Keywords: Entertainment / Media / Sports

01 Jun 2009
News

The Maestro and the Market

learn about marketing from a business owner who says he doesn’t care whether or not customers like his product? HBS assistant professor Michael Norton’s interest in what motivates seemingly irrational consumer behavior has found a perfect... View Details

14 Nov 2024
News

How the Insurance Industry Can Weather the Storms

Subscribe on iTunes Subscribe on Spotify More Skydeck episodes Hi, this is Dan Morrell, host of Skydeck. Liberty Mutual CEO Tim Sweeney (MBA 1991) says that 2012 was the year that climate change started really showing up on the balance sheet. “This is a horrible... View Details

2016
Working Paper

Patent Publication and the Market for Ideas

By: Deepak Hegde and Hong Luo

In this paper, we study the effect of invention disclosure through patent publication on the market for ideas. We do so by analyzing the effects of the American Inventor's Protection Act of 1999 (AIPA)—which required US patent applications to be published 18 months... View Details

Keywords: Patents; Biotechnology Industry

Read Now

April 1978 (Revised October 1994)
Case

Cumberland Metal Industries (A): Model Year 1978 Negotiations with Beta Motors

By: Benson P. Shapiro

Provides the background on Cumberland Metal Industries' entry into the automotive components market as a supplier of emission control equipment parts. Cumberland Metal must decide what bid to quote on Beta Motor's 1978 model year business. The company previously had a... View Details

Keywords: Decisions; Bids and Bidding; Market Participation; Negotiation; Competitive Strategy; Manufacturing Industry

2008
Article

Industrial Specialization and Regional Clusters in the Ten New EU Member States

By: Orjan Solvell, Christian H.M. Ketels and Goran Lindqvist

Purpose—The purpose of this paper is to provide an analysis of regional concentration patterns within ten new European Union (EU) member states, EU10, and make comparisons with EU15 and the US economy.
Design/methodology/approach—Industrial... View Details

Keywords: Geographic Location; Policy; Employment; Industry Clusters; Industry Structures; European Union; United States

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