Publications

July 1990
Background Note

Perceptual Mapping: A Manager's Guide

By: Robert J. Dolan

Describes the perceptual mapping technique in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. View Details

Keywords: Mathematical Methods; Industry Structures; Marketing

24 Mar 2009
First Look

First Look: March 24, 2009

effects of v4 scarcity, while obtaining price discovery and allocative efficiency benefits of market transactions. Download the paper: http://www.hbs.edu/research/pdf/09-091.pdf Why Do Countries Adopt... View Details

Keywords: Martha Lagace

November 2009 (Revised January 2010)
Case

Communispace

By: Anat Keinan

Communispace is the market leader in creating and managing private, brand-focused online communities for major corporate clients. These communities have provided its clients with insights into how consumers view their brands, with quick feedback on potential marketing... View Details

Keywords: Customer Focus and Relationships; Brands and Branding; Product Launch; Network Effects; Social and Collaborative Networks; Online Technology; Communications Industry; Communications Industry

February 2002 (Revised April 2011)
Case

The Future of Hybrid Electric Vehicles

By: John T. Gourville, Alice Tzou and David Lane

Set in 2002, this case looks at the potential for hybrid electric vehicles in the United States. Looks at the pressures on the automotive industry to produce a commercially viable, environmentally friendly vehicle and the consumer behavior surrounding purchase of those... View Details

Keywords: Technological Innovation; Marketing Strategy; Consumer Behavior; Environmental Sustainability; Technology Adoption; Auto Industry; United States

March 1999 (Revised December 2001)
Background Note

Analyzing Consumer Perceptions

By: Robert J. Dolan

Describes the perceptual mapping techniques in a non-technical fashion. The procedure is useful for the depiction of the structure of the market. Discusses alternative methods, presents examples of each, and shows how the maps can be used in marketing decision making. View Details

Keywords: Industry Structures; Marketing Strategy; Consumer Behavior

January 2024 (Revised February 2024)
Exercise

Travelogo: Understanding Customer Journeys

By: Eva Ascarza, Nicolas Padilla and Oded Netzer

In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

20 Jul 2010
First Look

First Look: July 20

Publications Market Reaction to and Valuation of IFRS Reconciliation Adjustments: First Evidence from the UK Authors: Joanne Horton and George Serafeim Publication: Review of... View Details

Keywords: Martha Lagace

January 2009
Case

When Supply is of Public Interest: Roche & Tamiflu

The case focuses on the challenges of Roche maintaining a supply network for a global influenza pandemic response initiative based on its antiviral drug Tamiflu. The Roche group is a 40 billion CHF company consisting of a pharmaceutical division and a diagnostic... View Details

Keywords: Global Strategy; Health Pandemics; Distribution; Logistics; Production; Supply Chain Management; Performance Capacity; Pharmaceutical Industry

09 Sep 2015
HBS Seminar

Judith A. Chevalier, Yale University

06 Feb 2014
HBS Seminar

Karthik Ramanna, Harvard Business School

September 2008 (Revised April 2011)
Case

The American Express Card

By: John A. Quelch

Senior executives at American Express are reviewing the company's marketing strategy for charge and credit cards in the United States. A variety of growth options exists for students to consider, including further penetration of existing markets and the opening of new... View Details

Keywords: Credit; Credit Cards; Growth and Development Strategy; Marketing Strategy; Financial Services Industry; United States

May 2022
Supplement

Maestro Pizza (B): The Competition Awakens

By: Ramon Casadesus-Masanell and Fares Khrais

Maestro pizza opened its first store in 2013 after its founder, Khalid Al Omran, recognized an opportunity in Saudi Arabia to offer high quality pizza at affordable prices. The business grew rapidly and under the radar at first, but soon enough caught the attention of... View Details

17 Aug 2023
Research & Ideas

‘Not a Bunch of Weirdos’: Why Mainstream Investors Buy Crypto

“are not a bunch of weirdos. They look and act just like investors in traditional asset markets.” Understanding this market is increasingly important. Cryptocurrencies’ global... View Details

Keywords: by Ben Rand

26 Sep 2024
HBS Case

If a Car Can Drive Itself, Can It Make Life-or-Death Decisions?

lambasts carmakers that say their AVs will prioritize passengers’ lives over pedestrians, but research shows most customers will not step inside truly egalitarian vehicles. Marketing hype spurs adoption, a necessary step for training AI... View Details

Keywords: by Tom Quinn; Auto; Technology

25 May 2010
First Look

First Look: May 25

theories of corporate ownership assume that because markets are efficient, insiders ultimately bear agency costs and therefore have a strong incentive to minimize conflicts of interest with outside... View Details

Keywords: Martha Lagace

March 2022
Case

Copper Nationalization in Chile

By: Jeremy Friedman, John Masko and Jingyu Liu

In 1970 Chile became the first country to elect a Marxist president through open, multi-party elections in Salvador Allende. In his first year as president, Allende nationalized the copper industry, Chile’s largest export industry that was developed and owned by US... View Details

Keywords: Nationalism; History; Political Elections; Natural Resources; Globalized Markets and Industries; National Security; Government Administration; Government and Politics; Chile

Web

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

the largest global companies. But the venture capital industry began facing new challenges in 2022, and investors were increasingly cautious. At that time Sequoia also began... View Details

September 2023 (Revised June 2024)
Case

CyberArk: Fearlessly Forward in a Digital World

By: David B. Yoffie and Daniela Beyersdorfer

CyberArk was a leader in privileged access management and was an emerging leader in security identity. This case explores strategies in cybersecurity and whether big bets are needed to become a global leader. View Details

Keywords: Cybersecurity; Strategy; Technological Innovation; Technology Industry