Market Segmentation - Publications - Faculty & Research

01 Feb 1997
News

OPM Celebrates 21st Anniversary at Gala Florida Reunion

H. Schiff Professor of Investment Banking. Drawing on his extensive research on a subject he calls his "passion" - customer loyalty - Sasser led a lively discussion on the topic of customer retention that included a videotaped segment on... View Details

02 Jan 2019
What Do You Think?

SUMMING UP: Do We Need an Artificial Intelligence Czar?

incompetent entrepreneur that wants to steal from the better firm and distort the market is accountable only to his bank account and ethics. So we need someone capable enough to make sure markets remain free... View Details

Keywords: by James Heskett; Technology

01 Aug 2002
News

HBS Alumni Association Board of Directors: President's Report

we worked on. The Alumni Communications Committee, under the able guidance of Paul Stewart (MBA '87), reached out to a sampling of alumni in order to better define existing market segments and their needs.... View Details

01 Jun 1997
News

Competition and Strategy Unit at HBS Sets Pace In Its Field

profitability. McGahan currently teaches the elective Strategy, Commitment, and Choice, which focuses on strategy at the business-unit level. Assistant Professor Kenneth S. Corts studies competition in segmented View Details

Keywords: Susan Young

14 Oct 2013
Research & Ideas

Time that Government Reopens for Business

stimulative enough—and they were worried about their reelection prospects. Now you've got a world capital market that is acutely sensitive about what the Fed does. One thing underreported in the media is that when the Fed flooded the US... View Details

Keywords: by Jim Aisner

01 Mar 2008
News

Where Have All the Leaders Gone?

skill of microtargeting — identifying small, intense subgroups and communicating with them about their individual needs and wants — has never been more critical in marketing or in political campaigns. The one-size-fits-all approach to the... View Details

Keywords: Government

26 Jun 2000
Research & Ideas

Presentation Round-Up

creation, production, delivery and use of the Web, as well as toward a service delivery infrastructure. Panelist Katie Burke (HBS MBA '95) noted Web-based e-mail as a good example of how and why software is turning into a service. Web-based e-mail has become extremely... View Details

Keywords: by Martha Lagace & Kenneth Liss; Technology; Communications; Telecommunications

25 Oct 2016
First Look

October 25, 2016

can be used to evaluate the implications of marketing actions, consumer heterogeneity, competition, successive technology generations, and globalization. The exposition is filled with vivid examples from a wide array of domains (video... View Details

Keywords: Sean Silverthorne

September 2021
Case

Worldreader: Helping Readers Build a Better World

By: Marco Bertini, Elie Ofek and Julia Kelley

Founded in 2010, Worldreader was an international nonprofit organization that promoted reading to children around the world. For many years, Worldreader distributed e-readers to under-resourced communities and funded its operations primarily through philanthropic... View Details

Citation

Educators

Purchase

04 Jan 2012
What Do You Think?

Income Inequality: What’s the Right Amount?

achievement'" (Dennis Nelson); "the level that does not allow segments of activity to capture regulators or regulations while also ensuring support for the disadvantaged and those in poverty" (Peter Bowie); one that... View Details

Keywords: by Jim Heskett

22 Sep 2014
Op-Ed

Online Banks Fill Funding Needs for Small Business

access capital” Historically, this segment of the market has been small compared to the $700 billion in small business bank credit assets. But since the onset of the financial crisis, and particularly during... View Details

Keywords: by Karen Mills; Banking; Financial Services

25 Sep 2015
Blog Post

4 Challenges All Early-Stage Startups Face

evaluation of the ideas introduced to see if any of the business models could be applied to a different vertical. That allowed us to be exhaustive in our options and would also ensure that the best industry for the idea could be found--some business models required... View Details

01 Mar 2011
First Look

First Look: March 1

mind-set and will be expected to offer your CEO deep insights on key business decisions. This article explores those developments in more detail and explains other findings about the latest requirements in each of seven C-level jobs: CIO, chief View Details

Keywords: Sean Silverthorne

06 Jul 2010
Research & Ideas

Renewable Energy: Winds at Our Back?

When American energy entrepreneur Jim Gordon envisioned the first offshore wind farm lining the horizon a few miles off the coast of the eastern United States, he perhaps did not factor in blowback from almost every angle. Gordon's nearly 10-year battle to gain... View Details

Keywords: by Sarah Jane Gilbert; Energy; Utilities

08 Apr 2008
First Look

First Look: April 8, 2008

marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it? Purchase this case:... View Details

Keywords: Martha Lagace

23 Jun 2009
First Look

First Look: June 23

2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial venture which, in its quest for growth, faces significant challenges including the following: developing View Details

Keywords: Martha Lagace

07 Dec 2016
HBS Case

Why Millennials Flock to Fintech for Personal Investing

into an underserved market by allowing clients to invest as little as $5,000. Wealthfront doesn’t even charge a fee for assets of less than $10,000—and even after that charges a 0.25 percent fee, as opposed to fees of 2 to 3 percent by... View Details

Keywords: by Michael Blanding; Financial Services

30 Nov 2016
Op-Ed

Where Could More Regulation Help Small Businesses? Online Lending.

addressable market of $280 billion. That’s music to the ears of small businesses. Indeed, our research shows a sizeable credit gap exists for small businesses, particularly for loans under $100,000, which is the size that over 60 percent... View Details

Keywords: by Karen Mills and Brayden McCarthy; Financial Services

10 Aug 2022
News

Skydeck Live: Stage Not Age

look at those quarters, I mean from market approach, they're not all monolithic, right? So how do we think about effective segmentation for those groups. And what does it look like in practice? Who's been... View Details

20 Dec 2004
Research & Ideas

How an Order Views Your Company

the order management cycle? Benson Shapiro: In the late 1970s, when I was teaching the Industrial Marketing course in the MBA program at Harvard, it began to become clear to me that to really manage many businesses, one needed to deal... View Details

Keywords: by Sarah Jane Johnston

Publications