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  • 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
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  • 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
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  • 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
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  • June 2018
  • Article

Firm Turnover and the Return of Racial Establishment Segregation

By: John-Paul Ferguson and Rembrand Koning
Racial segregation between American workplaces is greater today than it was a generation ago. This increase has happened alongside the declines in within-establishment occupational segregation on which most prior research has focused. We examine more than 40 years of... View Details
Keywords: Firm Entry; Stratification; Segregration; Entrepreneurship; Business Ventures; Employees; Diversity; Race; Segmentation; United States
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  • 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
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  • 16 Aug 2010
  • Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

Lifetime Value Analysis" toolkit complements the "HubSpot: Inbound Marketing and Web 2.0" case, which introduces the concept of calculating the value that a customer segment delivers to the firm. Professors have also used... View Details
Keywords: by Sarah Jane Gilbert
  • 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
  • June 2005
  • Case

CarMax

By: Rajiv Lal and David Kiron
Carmax is the largest multi-market used car dealer in the U.S., and has no format-to-format competitor in the $375 billion used car market. CarMax is trying to do what some analysts believed to be impossible: sell used cars profitably on a national scale, and at the... View Details
Keywords: Profit; Brands and Branding; Digital Platforms; Segmentation; Auto Industry
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  • 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
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  • August 2018
  • Teaching Note

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes
Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect... View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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  • June 2011
  • Teaching Note

Red Lobster (TN)

By: Jason Riis
Teaching Note for 511-052. View Details
Keywords: Markets; Research; Opportunities; Customer Satisfaction; Sales; Segmentation; Food; Food and Beverage Industry
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  • 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
Related
  • Web

Transitions - Christensen Center for Teaching & Learning

& Feedback Sample Class Transitions provide the connective tissue that links individual discussion segments ("pastures") together to create a coherent whole. They are typically used by the instructor to provide intermediate closure and... 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

    Peter B. Lewis

    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
    • 1996
    • Article

    A Segment-Level Model of Category Volume and Brand Choice

    By: William R. Dillon and Sunil Gupta
    Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume
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      Arthur J. Decio

      Decio transformed his family’s company from a small coach firm in a garage in Indiana into one of the three largest builders of manufactured homes in the United States. Under his leadership, Skyline grew to 25 companies with 3,500 employees in 12 states. In the... View Details
      Keywords: Construction & Real Estate
      • April 2004
      • Teaching Note

      Marks & Spencer: The Phoenix Rises (Multi-Media Case)

      By: Joseph L. Bower
      Teaching Note to (9-304-034). View Details
      Keywords: Corporate Strategy; Brands and Branding; Perspective; Segmentation; Management Teams
      Related
      • 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