Publications

01 Mar 2017
News

Case Study: Moment in the Sun

be leaving money on the table not just in the short term but permanently,” he says. Should Ario stick to hospitality and own the market, or shine its light on new ground? The Answers: If a land grab is expected, then owning a segment or... View Details

Keywords: Dan Morrell

10 Jul 2000
Research & Ideas

IT Links for Boundaryless Companies

in the vacuum?" These are important question to ask, said Upton, amid the emergence of extranets, the fastest growing segment on the 'Net and potentially the most important in terms of transforming business. "We're developing... View Details

Keywords: by Kenneth Liss

09 Jul 2018
Research & Ideas

Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)

Once a company grows large enough to scale, says Cespedes, it’s important that managers think strategically about segmenting its market, not just “partitioning” it into broad categories such as health care or financial services. Cespedes... View Details

Keywords: by Michael Blanding; Technology; Consumer Products; Electronics; Industrial Products; Information Technology; Manufacturing; Medical Devices & Supplies; Retail

12 Nov 2015
Research & Ideas

Can Consumers be Trusted with Their Own Health Care?

groceries and stocks have to do with public health? Quelch believes, for one thing, the market for public health could learn an important lesson from these other markets: There’s no such thing as a one-size-fits-all solution, largely because different consumer View Details

Keywords: by Dina Gerdeman; Health

November 2000 (Revised April 2001)
Case

CMR Enterprises

By: Das Narayandas and Mary N. Caravella

Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces... View Details

Keywords: Acquisition; Customer Relationship Management; Entrepreneurship; Leadership; Marketing Strategy; Performance Evaluation; Relationships; Segmentation; Construction Industry

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

09 Jul 2019
Blog Post

Solving the Complexities of the Biotechnology Industry

Biotechnology is a complex industry which combines applied science & engineering and applied business practices with life science. It is the most multi-faceted industry segment there is because it is ultimately focused on the most... View Details

01 Sep 2008
News

Knowledge Integration Rules at Yale

segment called Orientation to Management, a general introduction to concepts, tools, and problem-framing methodologies. In addition, students work on developing interpersonal skills needed to be an effective leader. The next twelve weeks,... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services

05 Dec 2013
Op-Ed

Encourage Breakthrough Health Care by Competing on Products Rather Than Patents

individual's BRCA1 and BRCA2 genes," but the Court, wisely I believe, made thoughtful distinctions about what is and is not patentable, deciding that, "A naturally occurring DNA segment is a product of nature and not patent... View Details

Keywords: by Richard G. Hamermesh; Biotechnology; Health

Web

Black Business Leaders and Entrepreneurship | Baker Library

built and other data. Geospatial Revolution: Food Deserts This video segment from Penn State Public Broadcasting’s Geospatial Revolution describes one Philadelphia community’s successful efforts to use GIS technology to identify and solve... View Details

28 May 2019
News

From Das’s Desk

will expand our collaboration with Executive Education to promote a selection of its topic-specific programs to relevant segments of the alumni community. Together we will find new ways to bring the best of HBS to you whenever you need... View Details

January 2024 (Revised February 2024)
Exercise

Travelogo: Understanding Customer Journeys

By: Eva Ascarza, Nicolas Padilla and Oded Netzer

In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

February 2024 (Revised February 2024)
Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang

Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

October 2010 (Revised April 2013)
Case

Bridge International Academies: A School in a Box

By: V. Kasturi Rangan and Katharine Lee

Bridge International was founded in 2007 as a for-profit social enterprise to address the educational needs of poor children in Africa. Ten schools were operational in Kenya by 2010. The plan was to franchise nearly 3,000 schools all over Africa. The case is meant to... View Details

Keywords: Business Model; Education; Growth and Development; Franchise Ownership; Strategic Planning; Problems and Challenges; Social Enterprise; Segmentation; Education Industry; Africa; Kenya

December 1990 (Revised December 1993)
Case

Australian Paper Manufacturers (A)

By: David M. Upton and Joshua D. Margolis

Describes a company which has broken an unwritten cordial agreement amongst the three Australian paper manufacturers to split the domestic market three ways by market segment. The company invades another's "territory" with advanced technology, quality, and,... View Details

Keywords: Agreements and Arrangements; Production; Information Technology; Ethics; Situation or Environment; Product Development; Segmentation; Expansion; Financial Strategy; Pulp and Paper Industry; Australia

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