Publications

August 2003 (Revised July 2004)
Case

Marketing at The Vanguard Group

By: John A. Quelch and Carin-Isabel Knoop

Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light... View Details

Keywords: Marketing Strategy; Segmentation

April 1990
Supplement

Philip Morris Companies' ""Bill of Rights"" Sponsorship Program, Responses

By: Stephen A. Greyser and Norman Klein

Describes the reactions of public interest groups, members of the House of Representatives, and others. Further documents reactions to the choice of Philip Morris (PM) as a sponsor. Invites students to weigh the corporate pluses and minuses for PM, given these... View Details

Keywords: Marketing Channels; Behavior; Public Opinion; Segmentation

24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

marketing strategy that will attract and engage talent that is right for your firm. Segment your target audience.Get to know your target candidates. Who are they and what do they look for in an organization? Is culture a priority for them... View Details

2019
Working Paper

Industrial Change, the Boundary of the Firm, and Racial Employment Segregation

By: John-Paul Ferguson and Rembrand Koning

Racial employment segregation between large workplaces in America has grown over the last generation. We know little about how changes in patterns of employment by economic sector have contributed to this growth, though. While there are many stylized narratives about... View Details

Keywords: Workplace Segregation; Firm Boundaries; Organizations; Employees; Segmentation; Race; Change; United States

Read Now

May 2008
Exercise

Stakeholder Analysis Tool

By: Lynda M. Applegate

This exercise enables users to: identify stakeholders and analyze their interests and expectations; categorize interests and expectations based on importance; and develop an action plan. View Details

Keywords: Management Analysis, Tools, and Techniques; Planning; Interests; Segmentation

a market segment that was considered uninsurable. By marketing to high risk drivers, Lewis was able to separate his company from others, and in so doing, he was able to charge higher premiums. Lewis invested heavily in technology to... View Details

Keywords: Finance

2011
Working Paper

Price Competition under Multinomial Logit Demand Functions with Random Coefficients

In this paper, we postulate a general class of price competition models with Mixed Multinomial Logit demand functions under affine cost functions. We first characterize the equilibrium behavior of this class of models in the case where each product in the market is... View Details

Keywords: Customers; Income Characteristics; Price; Product Marketing; Mathematical Methods; Competition; Segmentation

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Article

Brand Choice, Purchase Incidence, and Segmentation: An Integrated Modeling Approach

By: Randolph E. Bucklin and Sunil Gupta

Keywords: Brands and Branding; Decision Choices and Conditions; Sales; Segmentation

Find at Harvard

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

14 Jul 2003
Research & Ideas

Keeping Your Balance With Customers

accomplished. It is not possible to be all things to all people, so market segmentation is the way to avoid this temptation.—Robert S. Kaplan and David P. Norton The Customer Management theme is made up of four processes—customer... View Details

Keywords: by Robert S. Kaplan & David P. Norton

Web

Compustat | Baker Library

fundamental financial and price data for active and inactive publicly traded companies. Compustat goes back annually to 1950, and Global Vantage goes back to 1993. Data available on WRDS includes North America Daily, Global Daily, Bank Daily, Historical View Details

January 2017 (Revised November 2018)
Case

Navistar International: Competing Against PACCAR

By: Benjamin Esty, Eric Van den Steen and Jeffrey Boyar

In 2013, Navistar was in the midst of a deep crisis, having lost a third of its market share over the previous three years. Bill Kozek, the new president of Navistar North America Truck and Sales division needs to develop his division’s strategy as part of the... View Details

Keywords: Business Strategy; Alignment; Competitive Advantage; Segmentation; Transportation Industry; Motorcycle Industry

17 Nov 2015
News

How to Prepare for Shark Tank

soon as you agreed, you couldn’t talk to anyone about it," Stolar told the BostonInno news website. In fact, after agreeing to appear before the Sharks, the Unshrinkit duo did three months of intensive prep, then flew to Los Angeles for film and then wait, and wait, to... View Details

Keywords: Chemical Manufacturing; Manufacturing

Fast Answer

Generational demographics

target="new">Check Harvard availability A series of books about American generations from New Strategist are available in Harvard Libraries Generational Market Segmentation A Library of Congress research guide. ... View Details

04 Mar 2002
Research & Ideas

Don’t Lose Money With Customers

at the market level, then translate these into strategies at the market segment level. A paper mill's marketing strategy, for instance, might call for selling newsprint to the publishing industry segment and... View Details

Keywords: by Peter K. Jacobs

Fast Answer

Market Maps

style="font-family:Arial,Helvetica,sans-serif;">Pitchbook Pitchbook Market Maps: Find Market Maps in the left-hand navigation Menu Click on Market Maps Search by keyword or browse by clicking View All Market Maps Click on a Market Map to drill down to View Details

October 2013 (Revised August 2015)
Supplement

Outotec (B): Action Plan

By: Robert J. Dolan and Doug J. Chung

Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details

Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry

October 2013 (Revised August 2015)
Case

Outotec (A): Project Capture

By: Robert J. Dolan and Doug J. Chung

Outotec was a market leader in providing mining solutions to large mining companies. The company’s specialization and proprietary technology created value for its customers and helped the firm differentiate from its competitors. Yet, Outotec was not pricing or... View Details

Keywords: Value-based Pricing; Bargaining Power Of Buyers; Marketing; Segmentation; Price; Policy; Sales; Management; Value Creation; Mining Industry