Segmentation - Publications - Faculty & Research

09 Mar 2016
Lessons from the Classroom

In This Classroom, Beer Can Improve Your Grade

two-and-a-half-day simulation puts students in charge of a brewery for 7 fictitious financial quarters. Working in four- to five-person teams, players make decisions on everything for running their business: types of ingredients to use, packaging, pricing, and customer... View Details

Keywords: by Roberta Holland; Education; Food & Beverage

07 Jul 2015
First Look

First Look: July 7, 2015

segments to existing products, lowering price by removing features, failing to think through all the technical requirements, neglecting stakeholders, and refusing to believe products created for low-income markets could have global... View Details

Keywords: Sean Silverthorne

15 Jul 2014
First Look

First Look: July 15

tied to their competitors via shared intermediary organizations. To test our theory, we examine every relationship between entrepreneurial firms and their venture capital investors in the minimally invasive surgical segment of the medical... View Details

Keywords: Carmen Nobel

04 Jan 2012
What Do You Think?

Income Inequality: What’s the Right Amount?

achievement'" (Dennis Nelson); "the level that does not allow segments of activity to capture regulators or regulations while also ensuring support for the disadvantaged and those in poverty" (Peter Bowie); one that... View Details

Keywords: by Jim Heskett

08 Jun 2023
Blog Post

Koppert Cress: Macro Greenhouses, Microgreens

company. However, Baan undeniably remains the central force behind Koppert Cress, and his deep knowledge of botany, business, and gastronomy will be difficult to replicate when he steps down. 4. B2B versus B2C: Koppert Cress sells exclusively to restaurants in a B2B... View Details

28 Feb 2017
First Look

First Look at New Research, February 28

use the service but are now discussing whether they should segment the market and focus on a particular type of client. They also wonder whether Augmedix’s current pricing appropriately reflects the value their service provides. Lastly,... View Details

Keywords: Sean Silverthorne

23 Nov 1999
Research & Ideas

What’s Your Strategy for Managing Knowledge?

removing client-sensitive information, we develop 'knowledge objects' by pulling key pieces of knowledge such as interview guides, work schedules, benchmark data, and market segmentation analyses out of documents and storing them in the... View Details

Keywords: by Morten T. Hansen, Nitin Nohria & Thomas Tierney; Consulting

09 Mar 2003
Research & Ideas

Education, Technology, and Business: What’s the Catch?

expensive process of selling and marketing to schools, said Kim, whereby every sale is done in person. Kalliarekos commented on the massive confusion about the industry in general. "Is there an education industry?" he asked, noting the huge scale and... View Details

Keywords: by Carla Tishler; Education

04 Nov 2008
First Look

First Look: November 4, 2008

The carbon market has emerged in response to concerns about global climate change. This note characterizes the market in 2008, describing each segment and how it operates. Purchase this note: http://harvardbusinessonline.hbsp.harvard.edu/... View Details

Keywords: Martha Lagace

September 2021
Case

Worldreader: Helping Readers Build a Better World

By: Marco Bertini, Elie Ofek and Julia Kelley

Founded in 2010, Worldreader was an international nonprofit organization that promoted reading to children around the world. For many years, Worldreader distributed e-readers to under-resourced communities and funded its operations primarily through philanthropic... View Details

Citation

Educators

Purchase

05 Feb 2009
Research & Ideas

In Praise of Marketing

defined consumer segments or, indeed, of individual consumers. Engaged Consumers The interactive nature of the Internet means that customers are now engaged more than ever in the co-creation of brand meaning and the development of... View Details

Keywords: by John Quelch; Advertising

08 Apr 2008
First Look

First Look: April 8, 2008

marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it? Purchase this case: http://www.hbsp.harvard.edu/b01/en/common/item_detail.jhtml?id=308025... View Details

Keywords: Martha Lagace

10 Mar 2021
News

Chasing the Silver Tsunami

The United States is about to witness a tectonic demographic shift. By 2034, as the baby boomers age en masse, the number of people over 65 will be greater than the number of children for the first time, according to the US Census Bureau. And yet, as market View Details

Keywords: Lisa Scanlon Mogolov; illustration by Dan Page; Nursing and Residential Care Facilities; Health, Social Assistance

01 Jun 2020
News

Check In

to be one of the first market segments to come back in a big way, and there’s already a big demand for Key West—in fact, it has higher room rates on average than New York City. You sound pretty optimistic overall. MD: Even though travel... View Details

Keywords: Julia Hanna; hotels; COVID-19; real estate; Accommodation; Hospitality

01 Oct 2001
News

A Janus-Faced Reflection

pretty much descent from the summit. Roll us off into retirement, on to the golf course, record our remaining exploits in the oldest segment of Class Notes, and pass out the canes and walkers. OK, maybe this is just baby-boomer rant and... View Details

Keywords: Walter Kiechel; Publishing Industries (except Internet); Information; Colleges, Universities, and Professional Schools; Educational Services

01 Jun 2013
News

Lesson Plans

to do education strategy or operations. How will online learning change the education establishment? Stephan Liozu, PhD (TGMP 15, 2005) @StephanLiozu: Disruption in educational market will require adaptation, biz model innovation & new View Details

Keywords: Educational Support Services; Educational Services; Elementary and Secondary Schools; Educational Services

25 Aug 2022
News

Case Study: Sound Check

improved long-term retention rates. In the early days, it’s best to optimize for product feedback. If it’s easier to sell to smaller customers (with more volume), stick with this segment and treat the feedback as gold. Rapidly iterate... View Details

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

25 Sep 2015
Blog Post

4 Challenges All Early-Stage Startups Face

evaluation of the ideas introduced to see if any of the business models could be applied to a different vertical. That allowed us to be exhaustive in our options and would also ensure that the best industry for the idea could be found--some business models required... View Details

26 Jan 2021
News

Clubs See Wealth in FemTech; Health Care Alumni Look at COVID Response

FemTech, the segment of the health care and life sciences industry focused on women’s health. A combined 175 alumni attended the discussions which featured alumni panelists who are investing in, or leading, companies in the FemTech space.... View Details

Keywords: Margie Kelley

01 Oct 2000
News

Laura Scher of Working Assets

debate each month, about which customers may voice their concern to key decision-makers through free calls and easy-to-send letters. "Thanks to the HBS course Managing in a Competitive Environment, I knew the importance of segmenting the... View Details

Keywords: Marguerite Rigoglioso

Publications