Go To Market Strategy - Publications - Faculty & Research

September 2014 (Revised September 2015)
Case

Doing Business in Morocco

By: Jill Avery, Tonia Junker and Daniela Beyersdorfer

This case examines the challenges and opportunities of doing business in Morocco. It highlights Morocco's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of... View Details

Keywords: Emerging Market; Emerging Economies; Africa; Global Strategy; Operations Management; Development Economics; Geographic Scope; Globalization; Business History; Emerging Markets; Market Entry and Exit; Operations; Strategy; Auto Industry; Africa; Morocco

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March 2011
Case

United Cereal: Lora Brill's Eurobrand Challenge

By: Christopher A. Bartlett and Carole Carlson

The case, set within the European organization of a giant multinational breakfast foods company, describes a launch decision for a new cereal product. As the case evolves, the decision has major strategic and organizational implications for Lora Brill, European VP. The... View Details

Keywords: Subsidiaries; Market Entry; Multinational Corporations; Strategy; Business Subsidiaries; Managerial Roles; Multinational Firms and Management; Organizational Design; Organizational Structure; Marketing Strategy; Market Entry and Exit; Product Launch; Cross-Cultural and Cross-Border Issues; Retail Industry; Food and Beverage Industry; Europe

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14 Feb 2017
Research & Ideas

A Strategy For Steady Leadership in an Unsteady World

by focusing Unilever’s True North on sustainability. Understanding – With their vision in hand, leaders need in-depth understanding of their organization’s capabilities and strategies to take advantage of... View Details

Keywords: by Bill George

2023
Article

Balancing Risk and Reward: An Automated Phased Release Strategy

By: Yufan Li, Jialiang Mao and Iavor Bojinov

Phased releases are a common strategy in the technology industry for gradually releasing new products or updates through a sequence of A/B tests in which the number of treated units gradually grows until full deployment or deprecation. Performing phased releases in a... View Details

Keywords: Product Launch; Mathematical Methods; Product Development

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January 2017
Supplement

Bayer AG: Bidding to Win Merck's OTC Business

By: Benjamin C. Esty, Marc Baaij and Arjen Mulder

Keywords: Acquisition; Bidding Strategy; Valuing Synergies; Negotiations; Corporate Strategy; Business Unit Strategy; Bidding Process; Discounted Cash Flow; Cross-border M＆A; Tax Shields; Valuation; Competitive Strategy; Auctions; Germany; United States; United Kingdom

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10 Feb 2010
Working Paper Summaries

Investing in Improvement: Strategy and Resource Allocation in Public School Districts

Keywords: by Stacey Childress; Education

Article

Selling to Many Countries Within the U.S.

By: Frank V. Cespedes and Michael Wong

In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic... View Details

Keywords: Management Style; Ethnicity; Sales; Business Growth and Maturation; Marketing Communications; Business Plan; Emerging Markets; Debates; Business Strategy; Growth and Development; Growth and Development Strategy; United States

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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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Web

Global Maps - Creating Emerging Markets

markets. Mapping Tool This mapping tool developed by global strategy professor Pankaj Ghemawat features extensive historical data on more than 500 countries. Animated maps present historical trends and projections of future developments.... View Details

April 2013
Article

In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

By: Elie Ofek and Jill Avery

The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details

Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Electronics Industry; Technology Industry; North and Central America; United States

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24 Apr 2014
News

Unlocking mobile money in emerging markets

in Zulu; the e stands for electronic.) “Ezuza is interested in disruption,” says Maddy, who is the company’s CEO. “In emerging markets, mobile money is designed to leapfrog plastic by going from cash... View Details

Web

National Markets - The Art of American Advertising

there was little need to advertise or to differentiate one product from another. Face-to-face selling remained one of the predominant forms of marketing as it had been for... View Details

July–August 2018
Article

From Niche to Mainstream (HBR Case Study)

By: Elie Ofek

A large Japanese snack maker faces challenges in marketing products in the US. Several options for jumpstarting sales are presented. View Details

Keywords: New Product Marketing; Retail Trade; Private Label; International Expansion; Cultural Branding; Consumer Packaged Goods (CPG); Product Marketing; Expansion; Global Range; Brands and Branding; Strategy; Food and Beverage Industry; Retail Industry

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Fit Across the Value Chain - Institute For Strategy And Competitiveness

Value Chain Continuity of Strategic Direction Fit Across the Value Chain Fit Across the Value Chain Strategy involves creating “fit” among a company’s activities. Fit has to do with how the activities in the... View Details

04 Feb 2009
Working Paper Summaries

Unravelling in Two-Sided Matching Markets and Similarity of Preferences

Keywords: by Hanna Halaburda

07 Nov 2016
Research & Ideas

Corporate Tax Strategies Mirror Personal Returns of Top Execs

Tax strategies used by top executives on their own taxes can also show up in the companies they run. Source: Melpomenem New research shows that top executives who prefer to reduce personal taxes appear View Details

Keywords: by Roberta Holland

Web

Online Entrepreneurial Marketing Course | HBS Online

Medium-Sized Business Owners Establish your venture’s go-to-market strategy and learn how to evolve it over time to achieve scale. "The Entrepreneurial View Details

Repositioning and Cost-Cutting: The Impact of Competition on Platform Strategies

We study how platform firms use repositioning and cost-cutting in response to competition, elucidate external and internal factors that constrain or enable these responses, and examine how the firms’ responses affect their performance. Our empirical context is... View Details

January – February 2009
Article

Content vs. Advertising: The Impact of Competition on Media Firm Strategy

By: David Godes, Elie Ofek and Miklos Sarvary

Media firms compete in two connected markets. They face rivalry for the sale of content to consumers, and at the same time, they compete for advertisers seeking access to the attention of these consumers. We explore the implications of such two-sided competition on the... View Details