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Show Results For
-
All HBS Web
(18,101)
- People (25)
- News (3,321)
- Research (12,371)
- Events (95)
- Multimedia (274)
- Faculty Publications (10,275)
- February 2016 (Revised August 2020)
- Case
InsightSquared: Developing the Sales and Marketing Plan
Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path...
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Keywords:
Sales Planning;
Applications and Software;
Marketing;
Sales;
Planning;
Growth and Development Strategy
Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised August 2020.)
- May 2008
- Conference Presentation
Strategic Marketing in Creative Industries
By: Anita Elberse
Keywords:
Marketing Strategy
- February 1988
- Case
IBM Marketing Organization (B): Process
Cespedes, Frank V. "IBM Marketing Organization (B): Process." Harvard Business School Case 588-061, February 1988.
- 2023
- Working Paper
Market Exclusivity and Innovation: Evidence From Antibiotics
By: Edward Kong and Olivia Zhao
The US incentivizes drug innovation via patents as well as market exclusivity periods awarded by the US Food and Drug Administration. We estimate the causal effects of extending market exclusivity for an important drug class: antibiotics. Using a...
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Keywords:
Health Testing and Trials;
Innovation and Invention;
Motivation and Incentives;
Government Administration;
Government Legislation;
Pharmaceutical Industry;
United States
Kong, Edward, and Olivia Zhao. "Market Exclusivity and Innovation: Evidence From Antibiotics." Working Paper, December 2023.
- Apr 30 2019
- Brochure
Marketing & Sales Comparison Chart
- Article
Value of Information with Sequential Futures Markets
By: Jerry R. Green
The effects of an improvement in information on the efficiency of risk-bearing are studied under various systems of incomplete markets. With sequential futures markets for uncontingent delivery, the welfare effects are indeterminate in sign, except under special...
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Green, Jerry R. "Value of Information with Sequential Futures Markets." Econometrica 49, no. 2 (March 1981): 335–358.
- September 2004
- Article
Estimating the Market Risk Premium
Mayfield, E. Scott. "Estimating the Market Risk Premium." Journal of Financial Economics 73, no. 3 (September 2004): 465–496.
- August 2016
- Case
S'well: The Mass Market Decision
By: Youngme Moon
This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market.
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Keywords:
Brands and Branding;
Marketing;
Business Startups;
Entrepreneurship;
Distribution;
Strategy;
United States
Moon, Youngme. "S'well: The Mass Market Decision." Harvard Business School Case 317-019, August 2016.
- Article
Priced and Unpriced Online Markets
By: Benjamin Edelman
With forces both supporting and opposing zero prices, typical Internet-related activities—like surfing the web, web searches, and e-mail, along with behind-the-scenes practices like domain names and the allocation of IP (Internet Protocol) addresses—present a natural...
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Edelman, Benjamin. "Priced and Unpriced Online Markets." Journal of Economic Perspectives 23, no. 3 (Summer 2009): 21–36.
- December 2018 (Revised March 2019)
- Case
iyzico: Fundraising in Emerging Markets (A)
By: Marco Di Maggio and Gamze Yucaoglu
The case opens in 2016 as Barbaros Ozbugutu, co-founder and CEO of the Istanbul-based payment technology start-up iyzico, contemplates the offers the company received for its Series C round. The case then describes iyzico’s origins and provides a detailed overview of...
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Keywords:
Iyzico;
Fundraising;
Business Startups;
Venture Capital;
Emerging Markets;
Private Sector;
For-Profit Firms;
Management;
Information Technology;
Growth Management;
Corporate Entrepreneurship;
Negotiation Offer;
Decision Making;
Turkey
Di Maggio, Marco, and Gamze Yucaoglu. "iyzico: Fundraising in Emerging Markets (A)." Harvard Business School Case 219-064, December 2018. (Revised March 2019.)
- November – December 1996
- Article
The Future of Interactive Marketing
By: J. A. Deighton
Keywords:
Marketing
Deighton, J. A. "The Future of Interactive Marketing." Harvard Business Review 74, no. 6 (November–December 1996): 151–160.
- 05 Feb 2013
- News
Marketing Effect of College Sports
- June 1991 (Revised May 2002)
- Case
Barco Projection Systems (A): Worldwide Niche Marketing
Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance...
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Keywords:
Competition;
Globalized Markets and Industries;
Product Marketing;
Consumer Products Industry;
Electronics Industry
Moriarty, Rowland T., Jr. "Barco Projection Systems (A): Worldwide Niche Marketing." Harvard Business School Case 591-133, June 1991. (Revised May 2002.)
- 13 Nov 2019
- News
Don't Turn Your Marketing Function Over to AI Just Yet
Keywords:
Artificial intelligence
- September 2005
- Article
Building Loyalty in Business Markets
By: Das Narayandas
Narayandas, Das. "Building Loyalty in Business Markets." Tool Kit. Harvard Business Review 83, no. 9 (September 2005): 131–139.
- March 1982 (Revised August 1985)
- Background Note
Marketing Planning, Programming, and Budgeting
Shapiro, Benson P. "Marketing Planning, Programming, and Budgeting." Harvard Business School Background Note 582-127, March 1982. (Revised August 1985.)
- 07 Jul 2020
- News
Cold Call: SmileDirect Looks Beyond Direct-to-Consumer Marketing
- March 2000 (Revised January 2001)
- Case
First USA and Internet Marketing
By: Rajiv Lal and Amy H. Nelson
Explores First USA's decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss.
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Keywords:
Digital Marketing;
Decision Choices and Conditions;
Resource Allocation;
Marketing Strategy;
Internet and the Web
Lal, Rajiv, and Amy H. Nelson. "First USA and Internet Marketing." Harvard Business School Case 500-043, March 2000. (Revised January 2001.)