Publications

Geoffrey G. Jones

Geoffrey Jones is the Isidor Straus Professor of Business History, and Faculty Chair of the School's Business History Initiative. He holds degrees of BA, MA and PhD from Cambridge University, UK. He has an honorary Doctorate in Economics and Business Administration... View Details

Keywords: banking; beauty products; construction; consumer products; energy; entertainment; fashion; financial services; food; food processing; green technology; petroleum; service industry

15 Jan 2020
Video

Anil Jain

Anil Jain, head of the India-based agribusiness Jain Irrigation Systems, explains how, in expanding globally, his company was able to both tap into new international markets and also to serve a largely... View Details

June 2003
Module Note

Managing Segments-Module Note

By: Das Narayandas

Describes the Managing Segments module of the Business Marketing course. View Details

Keywords: Marketing; Curriculum and Courses; Business Education

Joseph L. Bower

JOSEPH L. BOWER, Donald K. David Professor Emeritus, has been a leader in general management at Harvard Business School for 51 years. He also served on the faculty of the Harvard Kennedy School during its first decade. He has served in many administrative roles... View Details

Keywords: banking; chemical; electronics; financial services; home appliances; hotels ＆ motels; information technology industry; insurance industry; private equity (LBO funds); retailing

Yuval Spiegler

Yuval is a doctoral student in Organizational Behavior and Sociology at HBS. He studies why are similar organizations dissimilarly diverse, especially focusing on extra-organizational dimensions that shape labor market racial and gender segregation. Yuval uses... View Details

June 2025
Exercise

Full-Funnel Advertising on TikTok: An Experiment

By: Jeremy Yang and Ayelet Israeli

TikTok’s Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance... View Details

Keywords: Social Media; Advertising; Brands and Branding; Digital Marketing; Marketing Strategy; Measurement and Metrics

March 2022 (Revised February 2023)
Case

Pakistan Rising: Bazaar's Growth Story (A)

By: Paul A. Gompers and Gamze Yucaoglu

The case opens in September 2021 as Hamza Jawaid and Saad Jangda, co-founders of Bazaar technologies (Bazaar), the Pakistani high growth B2B e-commerce marketplace, are contemplating whether the year-and-a half old startup should also venture into offering financing to... View Details

Keywords: B2B; Business Model; Emerging Markets; For-Profit Firms; Strategy; Digital Platforms; Information Technology; Value Creation; Globalization; Competition; Expansion; Profit; Resource Allocation; Diversification; Corporate Strategy; Pakistan

15 Dec 2015
News

Don’t Turn Your Sales Team Loose Without a Strategy

18 Oct 2018
Research & Ideas

How to Use Free Shipping as a Competitive Weapon

ablokhin Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but few sellers understand the intricacies of View Details

Keywords: by Kristen Senz; Retail

September 2013 (Revised May 2014)
Case

OdontoPrev

By: Regina E. Herzlinger, Matthew Lingenbrink, Joshua Turnbull and Ricardo Reisen De Pinho

Brazil's largest dental insurer, a successful and innovative firm, has saturated the corporate market and faces stiffer competition. It must decide whether to enter a new market in Brazil or to expand into other parts of Central and South America. View Details

Keywords: Health; Business or Company Management; Market Entry and Exit; Insurance; Insurance Industry; Health Industry; North and Central America; Brazil

October 1989 (Revised November 2006)
Background Note

Channel Management

By: Frank V. Cespedes

Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3)... View Details

Keywords: Marketing Channels

2019
Chapter

Origins and Development of Global Business

By: Geoffrey Jones

This chapter explores how business enterprises have been powerful actors in the spread of global capitalism between 1840 and the present day. Emerging out of the industrialized Western economies, global firms created and co-created markets and ecosystems through their... View Details

Keywords: Global Business; Multinational; Globalization; Business History; Strategy; Africa; Asia; Europe; Latin America; Middle East; North and Central America; Oceania

Emily Tedards

Emily Tedards is a Doctoral Student in the Organizational Behavior program at Harvard Business School and a Doctoral Fellow for the Reimagining the Economy Initiative at Harvard Kennedy School. Emily is interested in interorganizational networks, alliances, and the... View Details

April 1998 (Revised October 1998)
Background Note

Indonesia's Pharmaceutical Industry in 1998

By: Carin-Isabel Knoop and Anthony St. George

This case describes the Indonesian pharmaceutical market in 1997 and the impact on the market of the Indonesian rupiah's 75% devaluation since July 1997. Major foreign and domestic players are described. It raises the issue of how the Indonesian pharmaceutical market... View Details

Keywords: Financial Crisis; Pharmaceutical Industry; Indonesia

06 Jun 2007
Research & Ideas

Behavioral Finance—Benefiting from Irrational Investors

and the title of a second-year course he teaches at HBS. "At the foundation of finance is the idea that investors and managers act rationally, so that capital View Details

Keywords: by Julia Hanna

January 2014 (Revised October 2014)
Case

Andreessen Horowitz

By: Thomas R. Eisenmann and Liz Kind

Andreessen Horowitz (a16z), a venture capital firm launched in 2009, has quickly broken into the VC industry's top ranks, in terms of its ability to invest in Silicon Valley's most promising startups. The case recounts the firm's history; describes its co-founders'... View Details

Keywords: Business Model; Venture Capital; Disruption; Entrepreneurship; Industry Structures; Financial Services Industry; California

August 2001
Case

Charmed Technology

By: Youngme E. Moon

Charmed Technology, a California start-up known primarily for its high-profile fashion shows featuring "wearable" computers, has just released its first product. The "CharmIT" is being billed as the world's first affordable, wearable computer for consumers. The key... View Details

Keywords: Entrepreneurship; Resignation and Termination; Technological Innovation; Marketing Strategy; Product Development; Luxury; Information Infrastructure; Value Creation; Computer Industry; Fashion Industry

January 2019 (Revised October 2020)
Technical Note

Brand Storytelling

By: Jill Avery

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve as critical elements in the lives of consumers. Mastering the art of brand storytelling is an increasingly important... View Details

Keywords: Brand Communication; Brand Management; Brand Storytelling; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Advertising; Consumer Behavior; Consumer Products Industry

June 1999 (Revised May 2001)
Case

CardioThoracic Systems

CardioThoracic Systems, a company that has developed a new system for performing heart surgery on a beating heart, is facing marketing challenges. Discusses the numerous reasons for the system's low penetration (including existing techniques, surgeon resistance, and a... View Details

Keywords: Problems and Challenges; Technological Innovation; Situation or Environment; Marketing Strategy; Sales; Health Care and Treatment; Technology Industry; Health Industry; Medical Devices and Supplies Industry; United States