Publications

September 2001 (Revised April 2002)
Case

Documentum, Inc

By: Rajiv Lal and Sean Lanagan

Describes Jeff Miller's attempt to implement Geoffrey Moore's crossing the chasm ideas at enterprise software vendor, Documentum. View Details

Keywords: Marketing Strategy; Segmentation; Software

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

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

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

01 Apr 2000
News

Tune In for a Management Tune-Up

"If you've ever sat staring at a blank computer screen while the clock ticks away on your report deadline, you know what writer's block can feel like." So begins a typical daily segment of "Ideas @ Work," an innovative audio feature that... View Details

25 Jul 2005
Research & Ideas

An Organization Your Customers Understand

If customers were unhappy, they reasoned, the product should be changed. Militant demands displaced an environment of mutual respect and shared learning. Needless to say, the practice of telling students they were customers was quickly stopped. Managers must still... View Details

Keywords: by Robert Simons

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

04 Sep 2019
News

Impact: Where Science and Business Intersect

The creation, commercialization, and scaling of science-based enterprises will be a crucial segment of the global economy in the decades to come. Harvard Business School—through its educational programs, the research of its faculty... 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

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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

08 May 2015
News

Prestige brands can expand their reach—and make their core customers proud

Managing symbolic and exclusive brands involves an inherent tradeoff. Managers seek to generate growth by extending the customer base to new segments and markets. Yet increased popularity can dilute the exclusivity of the brand in the... View Details

01 Oct 1997
News

Terence P. Stewart

these are grievances that demand redress," he emphasizes, "not deferential surrender to 'market forces.'" Seated at a conference table in his downtown office, the tall, soft-spoken Stewart explains, "Some people believe that if a segment... View Details

Keywords: Garry Emmons

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

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

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

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

October 2008
Class Lecture

Marketing as Competitive Advantage: Fundamentals

By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska

Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details

Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation

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

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