Marketing Strategy - Publications - Faculty & Research

April 1993 (Revised June 1998)
Case

Time Inc.'s Entry into the Entertainment Industry (A)

Richard Munro, Time Inc.'s chairman and CEO, must respond to a hostile tender offer from Paramount Communications. Paramount conditioned its bid on cancellation of Time's plans to merge with Warner Communications. Several months before the hostile Paramount bid, Time... View Details

Keywords: Business or Company Management; Market Entry and Exit; Mergers and Acquisitions; Global Strategy; Entertainment and Recreation Industry; United States

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July 2019 (Revised November 2019)
Case

Osaro: Picking the Best Path

By: William R. Kerr, James Palano and Bastiane Huang

The founder of Osaro saw the potential of deep reinforcement learning to allow robots to be applied to new applications. Osaro targeted warehousing, already a dynamic industry for robotics and automation, for its initial product—a system which would allow robotic arms... View Details

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01 Sep 2017
News

The Biggest Industry You’ve Never Heard Of

professional esports players and amateur gamers streaming video game play. By year’s end, market analyst Newzoo forecasts, the online global esports audience will reach 385 million people with revenues of nearly $700 million. But if all... View Details

Keywords: April White; illustration by Brian Stauffer; esports; Twitch; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

15 Oct 2012
Research & Ideas

Why Business IT Innovation is so Difficult

innovation portrayed in the census data differed from what she had read in the press. "It was clear that firms were actually doing far less of it than you would think if you read the newspaper." The e-business that was being done among survey participants matched the... View Details

Keywords: by Maggie Starvish

01 Dec 2013
News

Double Vision

The rise of the "second screen"—watching TV while also surfing on smartphones or tablets—would seem to be bad for advertisers, stealing precious eyeballs from their pitches. Not so, says Thales Teixeira, an assistant professor in the View Details

Keywords: Arts, Entertainment

09 Dec 2015
Research Event

When Hosts Attack: The Competitive Threat of Online Platforms

economy. “A platform owner may imitate them and enter their markets by offering similar products,” Zhu explained. “Before you build your business model around platforms, you need to think about how to minimize the risk from these... View Details

Keywords: by Carmen Nobel; Retail; Technology; Web Services

Profile

Iva Teixeira

a very steep curve, not just in learning about business, but in learning about ourselves.” HBS has also given Iva opportunities to put her education into practice. As an associate marketing director for the Women’s Student Association... View Details

September 2019 (Revised February 2020)
Teaching Note

Fishbowl: Scaling Up

By: Leslie K. John

Email mking@hbs.edu for a courtesy copy.

Teaching Note for HBS No. 919-013. Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and... View Details

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December 2018 (Revised February 2020)
Case

Fishbowl: Scaling Up

By: Leslie K. John

Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike many other social media apps, on which users typically present idealized portraits of themselves, on Fishbowl,... View Details

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June 2012
Article

Pricing to Create Shared Value

By: Marco Bertini and John T. Gourville

Many companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that... View Details

Keywords: Pricing; Marketing Strategy; Price; Customer Focus and Relationships; Customer Relationship Management; Value Creation; Fairness

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01 Mar 2016
News

Maiden Voyage

More than 80 countries have national space programs, spending a collective $64.5 billion in 2014, according to Euroconsult, a global consulting firm specializing in space markets. Approximately a dozen countries—if you count the 22 members of the European Space Agency... View Details

Keywords: Robert S. Benchley; Space Research and Technology; Government

June 2000
Case

Lifeline Systems, Inc. (A)

By: H. Kent Bowen and Marilyn Matis

Lifeline Systems provides emergency response equipment to the elderly who live at home. The company uses local hospitals to market, sell, and install these units in homes, while the hospital monitors and calls for aid to respond to emergency calls from the elderly... View Details

Keywords: Health Care and Treatment; Product Marketing; Sales; Problems and Challenges; Growth and Development Strategy; Managerial Roles; Service Operations; Information Infrastructure; Age; Service Delivery; Restructuring; Crisis Management; Health Industry; Service Industry

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February 2024
Supplement

ReNew (B): A New Direction

By: Gunnar Trumbull and Malini Sen

The global renewables sector was in a slump, but the Indian market was booming. India’s largest renewable electricity generator, ReNew, faced a dilemma: it traded on the Nasdaq in New York, but saw huge opportunity in the Indian market. In response, CEO Sumant Sinha... View Details

Keywords: Energy Generation; Renewable Energy; Entrepreneurship; Forecasting and Prediction; Trends; Transformation; Private Ownership; Environmental Sustainability; Mission and Purpose; Expansion; Market Entry and Exit; Energy Industry; Asia; India

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07 Sep 2021
News

September 2021 Alumni Books

entrepreneurs is Mary Kay Ash, a legend as a glass-ceiling breaker and a woman who built a very successful business with a go-to-market strategy of direct selling. Unlike Mary Kay Ash, however, not all aspiring business owners are willing... View Details

Keywords: Margie Kelley

29 May 2007
First Look

First Look: May 29, 2007

Business School Case 707-474 In 2006, newspaper firms in developed markets were severely threatened on three fronts: the growth of online news, online classified advertising, and free newspapers. Schibsted, however, had managed to cope... View Details

Keywords: Martha Lagace

Web

Financial Management of Smaller Firms - Course Catalog

challenges encountered when acquiring a small business. We then learn about different ways to fund a search through five other acquisitions by HBS graduates. We then focus on the market for smaller firms including cases about private... View Details

23 Jun 2003
Research & Ideas

Psychology, Pathology, and the CEO

market share. Its Mach3 shaving system was a blockbuster product, but the company was suffering the effects of its own reliance on trade loading—the practice of offering discounts to retail customers at the end of a quarter in order to... View Details

Keywords: by Rosabeth Moss Kanter

01 Sep 2003
News

Andrea Silbert

noting that word of mouth is the organization’s best marketing tool. While the ups and downs of the economy pose a challenge, Silbert says that with careful planning, CWE has weathered the recent economic downturn well. The mother of two... View Details

Keywords: Susan Young; Management, Scientific, and Technical Consulting Services; Professional Services