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May 2015 (Revised October 2015)
Case

Apple Inc. in 2015

By: David B. Yoffie and Eric Baldwin

At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the... View Details

Keywords: Competition; Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategy; Strategic Positioning; Technology; Information Technology; Strategic Planning; Product Positioning; Leadership; Communication; Competitive Advantage; Product; Innovation and Invention; Computer Industry; Electronics Industry

August 2022
Article

Contract Duration and the Costs of Market Transactions

By: Alexander MacKay

The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and... View Details

Keywords: Supply Contracts; Intermediate Goods; Switching Costs; Vertical Relationships; Transaction Costs; Contract Duration; Identification; Supply Chain; Cost; Contracts; Auctions; Mathematical Methods

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January 2013 (Revised June 2016)
Case

The Basque Country: Strategy for Economic Development

By: Michael E. Porter, Christian H.M. Ketels and Jesus M. Valdaliso

The Basque country, with a population of 2.1 million and covering 7,233 square kilometers, is an autonomous region located in the north of Spain, physically separated from it by the Pyrenees Mountains. Presents the history of the region—highly prosperous at the turn of... View Details

Keywords: History; Crime and Corruption; Industry Clusters; Competitive Strategy; Microeconomics; Developing Countries and Economies; Government and Politics; Basque Provinces; Spain

April 1990 (Revised January 1993)
Case

Ad Council's AIDS Campaign (A): Advertising Strategy

By: V. Kasturi Rangan and Janet Montgomery

Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details

Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry

August 2008 (Revised July 2009)
Case

Gazprom (A): Energy and Strategy in Russian History

By: Rawi E. Abdelal, Sogomon Tarontsi and Alexander Jorov

Critics have accused Gazprom, the world's largest natural gas producer, of eschewing market principles in favor of the foreign policy priorities of the Russian government, ever since the energy giant cut off the supply to Ukraine in January of 2006. The purported... View Details

Keywords: History; International Relations; Trade; Energy Industry; Russia; Soviet Union; Ukraine; Europe

October 1981 (Revised June 1982)
Case

Concept Devices, Inc.: International Market Entry

Concept is a highly touted startup venture in distributed data processing computers. The company has only made one sale to date, but has an order backlog for its unique product and expects an almost vertical growth curve. The company has been courted seriously by... View Details

Keywords: Global Strategy; Business Startups; Computer Industry; France; United Kingdom

March 2014
Case

Jurlique: Globalizing Beauty from Nature and Science

By: Geoffrey Jones and Andrew Spadafora

Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details

Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States

Web

Cluster Studies - Institute For Strategy And Competitiveness

conducted in countries ranging from Australia, Brazil, China, and Russia to Turkey. The Institute for Strategy and Competitiveness offers its support to these and all other... View Details

Web

Suppliers - Institute For Strategy And Competitiveness

carefully examine the outcomes relative to cost for every new drug and device introduced. Key Action Steps for Suppliers Base strategies on creating unique value for patients Focus on cycles of care rather... View Details

March 1982 (Revised January 1990)
Background Note

Note on Pricing Strategies for Industrial Products

Used as a background reading for a course or course module on pricing, this note describes the several basic parameters relevant for price determination. Provides a conceptual approach to formulating pricing strategy, dealing with such topics as skimming versus... View Details

Keywords: Price; Product Marketing; Industrial Products Industry

July 2014 (Revised August 2015)
Case

Qihoo

Qihoo, one of the largest Internet companies in China today, was founded in 2005. The company started its business by offering a security software product, and quickly dominated the market in China after its unusual move of giving its product away for free in 2009.... View Details

Keywords: Platform Strategy; Business Model Innovation; Chinese Internet Market; Competitive Strategy; Information Technology; Digital Platforms; Internet and the Web; Information Technology Industry

March 2022 (Revised April 2022)
Teaching Note

Spotify's Audio-First Strategy: Leading the Podcasting Market

By: Hong Luo and Carol Lin

Teaching Note for HBS Case No. 721-439. Within 15 years, CEO Daniel Ek had led Spotify from an ambitious startup to a multi-billion dollar company that had transformed the music industry. As part of Spotify’s next phase of growth, the platform would invest heavily in... View Details

Keywords: Business Startups; Growth and Development Strategy; Business Divisions; Customer Relationship Management; Revenue; Music Industry

11 Jun 2013
News

For companies to grow, they have to sell you more

2010
Working Paper

Corporate Governance and Internal Capital Markets

We exploit an exogenous shock to corporate ownership structures created by a recent tax reform in Germany to explore the link between corporate governance and internal capital markets. We find that firms with more concentrated ownership are less diversified and have... View Details

Keywords: Cost vs Benefits; Capital Markets; Corporate Governance; Taxation; Ownership; Performance Efficiency; Diversification; Germany

November 2021
Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek

We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details

Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media

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January 2006 (Revised February 2006)
Case

Deutsche Borse and the European Markets

By: Dwight B. Crane and Monika Stachowiak

In December 2004, Deutsche Borse proposed an offer for the London Stock Exchange. Some shareholders opposed the acquisition, leading to the offer's withdrawal and replacement of management, including the CEO and board members. Written from the viewpoint of Deutsche... View Details

Keywords: Mergers and Acquisitions; Strategy; Governing and Advisory Boards; Capital Structure; Stocks; Valuation; Corporate Governance; Price; Change Management; Commercialization; Financial Services Industry; Europe

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1998
Article

Kyousou no Rule wo Kaeru Shuhou to shite no Marketing (Marketing as a Tool to Change the Rules of Competition)

By: Hirotaka Takeuchi

Keywords: Marketing; Change; Competition

February 2010
Supplement

Marketing Analysis Toolkit: Breakeven Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

This Excel worksheet contains sample problems, prebuilt Excel models to run breakeven analyses, and charts and graphs which help visualize the results. It is designed to accompany "Marketing Analysis Toolkit: Breakeven Analysis." View Details

Keywords: Mathematical Methods; Marketing; Decisions; Planning; Marketing Strategy; Management Analysis, Tools, and Techniques

March 2021
Supplement

Artea (A), (B), (C), and (D): Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

Power Point Supplement to Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on... View Details

Keywords: Targeted Advertising; Targeting; Algorithmic Data; Bias; A/B Testing; Experiment; Advertising; Gender; Race; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; Technology Industry; United States

January 2012
Case

Taikang Insurance: Standing Out In China's Crowded Insurance Market

By: William C. Kirby and Tracy Yuen Manty

As a joint-stock insurance company in China, with both state-owned enterprises and foreign firms as investors, Taikang Insurance was becoming a force in the industry. It not only competed with well-entrenched state-owned rivals, but it was also seen as an... View Details

Keywords: Insurance; Industry Structures; Insurance Industry; China

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