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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

15 Aug 2017
News

The Category Kingmaker

Photo via Profile Magazine Photo via Profile Magazine It seems that Keith Krach (MBA 1981) has never met a tech segment he didn’t like—or disrupt. Over a 35-year career, Krach has built four game-changing companies, in the fields of... View Details

Keywords: Data Processing, Hosting, and Related Services; Information; Corporate Services

01 Mar 2016
First Look

March 1, 2016

market segment had been growing faster than the conventional market overall and was expected to continue. This had caused large conventional manufacturers to enter this space, increasing the level of competition for Hain. Third, this... View Details

Keywords: Sean Silverthorne

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

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

18 Apr 2019
Research & Ideas

Open Innovation Contestants Build AI-Based Cancer Tool

Radiation therapy can be lifesaving for lung cancer patients. The first step, though, is having a trained, skilled oncologist who knows how to best segment or mark off the tumor for radiation. This expertise is vital for targeting the... View Details

Keywords: by Martha Lagace; Health; Medical Devices & Supplies

01 Oct 1998
News

Beyond the Numbers

needed to manage its operations by business instead of by country, strategically reallocating resources. "I also showed them how to look at expenses as a percentage of revenues, something that's commonly done in the packaged-goods industry but that was revolutionary... View Details

Keywords: Eileen K. McCluskey

20 Aug 2018
Blog Post

Summer Snapshot: Interning for the City of Philadelphia

the U.S. have enjoyed recent economic gains, but all too often those gains are concentrated in particular segments of society based on race, zip code, and income level. So far, my work has involved interviewing government, non-profit,... View Details

Keywords: Nonprofit / Government

Web

Early-Stage Feedback | New Venture Competition

document or powerpoint format: (Recommended: 3–6 written pages) What will your venture do or make? What pain points will your venture address? What is your value proposition? Describe your target segment and the size of your addressable... View Details

March 2018 (Revised March 2018)
Supplement

Sandlands Vineyards

By: Benjamin C. Esty and Greg Saldutte

Approximately 80% of the wineries in the US breakeven or lose money. An even greater percentage lose money on an economic basis (i.e., after a charge for the cost of equity). Tegan Passalacqua is a successful, young, Californian winemaker who specializes in making... View Details

October 1987 (Revised November 1994)
Case

Boston Fights Drugs (A): Designing Communications Research

By: V. Kasturi Rangan

Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using the focus group methodology they discover that most of the current anti-drug advertising is useless. They create their... View Details

Keywords: Budgets and Budgeting; Misleading and Fraudulent Advertising; Communication Intention and Meaning; Brands and Branding; Performance Evaluation; Research and Development; Segmentation; Pharmaceutical Industry; Boston

01 Dec 2012
News

Alumni Book Briefs

marketplace. Using BCG's proprietary market segmentation of the two nations, the authors dissect the markets based on wealth, education, attitude, geography, age, and gender and tell how to reach these important emerging consumers through... View Details

Keywords: Broadcasting (except Internet); Information

September 2006 (Revised March 2007)
Case

QuickBase

By: Clayton M. Christensen and Mark Szigety

Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to... View Details

Keywords: Applications and Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry

February 2003 (Revised April 2003)
Case

Brioni

By: David E. Bell

Should Brioni, an internationally known, exclusive men's suit manufacturer and retailer extend its line to include women's apparel? The opportunity is to enter a much larger and profitable market. The dangers are: 1) compromising the existing image, and 2) failing to... View Details

Keywords: Brands and Branding; Segmentation; Expansion; Profit; Risk Management; Demand and Consumers; Fashion Industry

18 Mar 2009
Research & Ideas

Marketing After the Recession

closely to your customers and revise your market segmentation assumptions. Assess your target customers' trust in your brand. Clearly, trust in financial services brands has taken a beating. Many well-known brands like Merrill Lynch will... View Details

Keywords: by John Quelch; Retail

22 Feb 2022
News

Addressing The Financial Security Gap

was widowed with four young children to support on a teacher’s pension—wrote to her when she learned that BlackRock managed a segment of the New York State Teachers’ Pension Fund. “It said, ‘Dear Anne, please take care of us old teachers.... View Details

Keywords: Jennifer Gillespie

16 Aug 2013
News

Women's Business Leader

growing segment of new businesses in our economy and the trend is growing. Under Carla's leadership, the NWBC will be an effective advocate for women-owned small businesses, ensuring they have access and opportunity and make a strong... View Details

Keywords: Administration of Economic Programs; Government

June 2005
Background Note

Overview of the Japanese Apparel Market

By: Rajiv Lal and Arar Han

Provides an overview of the Japanese apparel market, which was a 13.1 trillion yen industry in 2003, reflecting 5.5% year-over-year shrinkage since 1997, when retailers logged 17.5 trillion yen in sales. Compared to their global counterparts, Japanese apparel shoppers... View Details

Keywords: Trends; Financial Crisis; Trade; Emerging Markets; Sales; Luxury; Competition; Segmentation; Apparel and Accessories Industry; Fashion Industry; Asia; China; Japan; Korean Peninsula