marketing industry - Publications - Faculty & Research

April 2024 (Revised July 2024)
Case

Market Dynamics and Moral Dilemmas: Novo Nordisk’s Weight-Loss Drugs

By: Joseph L. Badaracco, Tom Quinn and John Schultz

Danish pharmaceutical company Novo Nordisk was owned by a charitable foundation, and since its founding in the 1920s had focused on producing insulin to treat diabetes. In 2017, however, it released Ozempic, a diabetes treatment with the revolutionary side effect of... View Details

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July–August 2016
Article

Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

By: Ayelet Israeli, Eric Anderson and Anne Coughlan

Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details

Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry

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December 2002
Article

The Persistence of Emerging Market Equity Flows

By: K. A. Froot and J. Donohue

Keywords: Asset Pricing; Equity Investment; Forecasting and Prediction; Behavioral Finance; Stocks; Investment Return; Market Transactions; Performance Expectations; Financial Services Industry

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December 2013 (Revised May 2015)
Supplement

Land Acquisition in India: Public Purpose and Private Property (C)

By: Laura Alfaro, Lakshmi Iyer and Rachna Tahilyani

Keywords: India; Special Economic Zones; Land Markets; Land Politics; Industrial Development; Land Reform; Developing Markets; Developing Countries; Industrialization; Industrial Property; Economic Growth; Developing Countries and Economies; Economics; Economy; Macroeconomics; Social Issues; India; Asia; South Asia

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June 2016 (Revised March 2017)
Case

Global Wine War 2015: New World Versus Old

By: Christopher A. Bartlett and Sarah McAra

This case contrasts the tradition-bound Old World wine industry with the market-oriented New World producers in the battle for the Chinese wine market in 2015. China’s wine consumption growth presented a large and fast-growing export target that was extremely... View Details

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Web

Challenges and Opportunities in the Restaurant Industry - Course Catalog

HBS Course Catalog Challenges and Opportunities in the Restaurant Industry Course Number 1564 Senior Lecturer Michael S. Kaufman Executive Fellow Andy Pforzheimer Spring; Q3Q4; 3.0 credits 27 Sessions Exam Note: Andy Pforzheimer (Harvard... View Details

02 Aug 2018
News

Can Marketing Help Halt the Heroin Epidemic?

advertising and marketing filled with stark depictions of the harsh realities of drug use. On this episode of Skydeck, Langford speaks with associate editor Julia Hanna about how they’ll craft these messages, how effective they can be—and... View Details

01 Apr 1997
News

The Businesslike Gourmet: Karen Page on America's Foodservice Industry

Karen Page (MBA '89) is a consultant to Fortune 500 food companies in marketing strategy, culinary trends, and new product development. With her husband, Andrew Dornenburg, a professional chef, she has written the award-winning Becoming a... View Details

2007
Working Paper

Global Competitors as Next-Door Neighbors: Competition and Geographic Concentration in the Semiconductor Industry

By: Minyuan Zhao and Juan Alcacer

Despite the many advantages offered by technology clusters, firms located in them face the risk of losing valuable knowledge to nearby competitors. In this study, we argue that multi-location firms strategically organize their R&D activities to appropriate the value of... View Details

Keywords: Information Technology; Industry Clusters; Innovation and Invention; Geographic Location; Competitive Strategy; Globalization; Semiconductor Industry

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August 1984
Case

Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)

By: Joseph L. Bower

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

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02 Jun 2003
Research & Ideas

Why Have Marketers Ignored America’s Man-of-Action Hero?

Journal (not to mention Wired and Fast Company), the managers who are celebrated are the entrepreneurial figures who buck the industry and go their own way, only to eventually conquer and reinvigorate the View Details

Keywords: by Manda Salls

July 2018
Case

LIXIL Group Corporation: Building a New Company in an Old Industry

By: Boris Groysberg and Akiko Kanno

In the spring of 2018, Kinya Seto, president and CEO of LIXIL Group Corporation, a major housing and building products and services company, called a meeting at the company’s head office in central Tokyo to discuss how to implement the new three-year strategic plan.... View Details

Keywords: Turnaround; Leadership And Change Management; Consolidation; Change Management; Leadership; Global Strategy; Business Model; Consumer Products Industry; Consumer Products Industry; Japan

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Fast Answer

Market trends, opportunities in advanced technology fields

Where to begin when looking for market trends, opportunities, leading players in certain technology fields? You may begin with the following: BCC Research - Reports on major economic, scientific, and technological developments... View Details

January 2009
Teaching Note

Bunge: Food, Fuel, and World Markets (TN)

By: Tarun Khanna, Santiago Mingo and Jonathan West

Teaching Note for [708443]. View Details

Keywords: Agribusiness; Sales; Integration; Globalized Markets and Industries; Developing Countries and Economies; Competition; Business Model; Trade; Performance Efficiency; Agriculture and Agribusiness Industry; New York (state, US); Brazil; India; China

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26 Jul 2006
Research & Ideas

The Strategic Way to Go to Market

Business School marketing professor V. Kasturi "Kash" Rangan in his new book, Transforming Your Go-to-Market Strategy. The auto industry, he says, is a stark example of why go-to-market strategies need high-level attention and... View Details

Keywords: by Sean Silverthorne

February 1988
Case

IBM Marketing Organization (A): Changes in Structure

By: Frank V. Cespedes

Keywords: Marketing Strategy; Information Technology Industry

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18 Sep 2012
Working Paper Summaries

Risky Business: The Impact of Property Rights on Investment and Revenue in the Film Industry

Keywords: by Venkat Kuppuswamy & Carliss Y. Baldwin; Motion Pictures & Video

November 2019 (Revised February 2020)
Case

Constellation Brands' Investment in Canopy Growth: Aiming High

By: Stuart C. Gilson and Sarah L. Abbott

In 2017, Constellation Brands, the U.S.-based beverage company, acquired a 9.9% equity interest in the Canadian marijuana company, Canopy Growth. In 2018, Constellation announced a subsequent investment in Canopy—taking its ownership interest to 37%. However, Canopy’s... View Details

Keywords: Equity Investment; Marijuana; Growth Investing; New Market Development; Beverage Industry; Equity; Investment; Strategy; Consulting Industry; Consulting Industry; Canada; United States

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January 1992 (Revised June 1994)
Case

IBM: Assistant General Manager of Marketing (A)

By: Frank V. Cespedes

Keywords: Marketing; Computer Industry

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September 2024 (Revised October 2024)
Case

River Remedy: Navigating Mississippi’s Medical Marijuana Market

By: Robin Greenwood, Richard S. Ruback and Robert Ialenti

MBA student William Chism, the founder of a fully integrated medical marijuana company based in Mississippi, must respond to a significant disruption in the fledgling industry. In late 2023, Rapid Analytics, one of two active licensed testing facilities, has its... View Details