Publications

September 2015 (Revised February 2020)
Case

Managing Consumer Touchpoints at Nissan Japan

By: Thales Teixeira, Nobuo Sato and Akiko Kanno

In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details

Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan

Web

Courses - Entrepreneurship

for making those decisions. We will also introduce a range of specific tools—including business model design, lean testing, and customer and channel analytics—that are particularly relevant to entrepreneurs, as well as introduce students... View Details

12 Oct 2006
First Look

First Look: October 12, 2006

Authors:Laura Alfaro and Eliza Hammel Periodical:Journal of International Economics (forthcoming) Abstract Studying the relation between equity market liberalization and imports of capital goods, we examine one channel through which... View Details

Keywords: Sean Silverthorne

March–April 2023
Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis

Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details

Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing

Web

Great American Business Leaders of the 20th Century - Leadership

Mays Clear Channel Communications, 1972–2004 Frederick L. Maytag II Maytag Corporation, 1940–1960 Elmer H. Maytag Maytag Corporation, 1926–1940 Frederick L. Maytag Maytag Corporation, 1909–1921 Thomas B. McCabe Scott Paper Company,... View Details

Web

Marketing - Faculty & Research

Marketing helps a firm in creating value by better understanding the needs of its customers and providing them with innovative products and services. This value is communicated through a variety of channels as well as through the firm's... View Details

27 Apr 2010
First Look

First Look: April 27

case:http://cb.hbsp.harvard.edu/cb/product/210041-PDF-ENG Merger Integration at Bank of America: The TrustWeb Project Gary P. Pisano and Bradley R. StaatsHarvard Business School Case 610-054 This case explores project management in a... View Details

Keywords: Martha Lagace

Web

Topics - HBS Working Knowledge

Development Economics (33) Diasporas (3) Disruption (22) Disruptive Innovation (27) Distribution Channels (20) Distribution (45) Diversification (1) Diversity (248) Duopoly and Oligopoly (2) Early Childhood Education (2) Earnings... View Details

16 Nov 2016
Research & Ideas

Turning One Thousand Customers into One Million

integrated social media. Eventually, Etsy fostered an ecosystem of more than 150 third-party apps and tools to empower and support the sellers. Shifting from supply to demand As these platforms began acquiring new customers using digital... View Details

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

08 Sep 2014
Research & Ideas

The Strategic Way To Hire a Sales Team

integral to strategy execution, and Costco, where low price and product availability make selling activities less complex and variable. Or, more generally, think again about transaction versus solution customers in your pipeline,... View Details

Keywords: by Carmen Nobel

01 Dec 2023
News

Thinking Ahead

As we wind down 2023, there’s talk everywhere of generative AI and how it will fundamentally alter the world as we know it; but how does that translate for your corner of the business world? Is TikTok something you need to take seriously? (Is it time to dance?) We... View Details

Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information

23 Aug 2011
First Look

First Look: August 23

relevant for industries characterized by product proliferation and horizontal differentiation. Read the paper: http://www.people.hbs.edu/banand/matchmaker2011published.pdf Accelerating the Adoption of Integrated Reporting Authors:Robert... View Details

Keywords: Sean Silverthorne

December 2019
Case

Walmart Ecommerce (B): Omnichannel Pursuits

By: Ramon Casadesus-Masanell and Karen Elterman

This case is an abridged version (part 2 of 2) of "Walmart's Omnichannel Strategy: Revolution or Miscalculation?" HBS Case No. 720-370. The (B) case describes Walmart’s omnichannel strategy in 2018 as it battled Amazon for online retail market share. Walmart aimed to... View Details

Keywords: Acquisition; Strategy; Internet and the Web; Distribution; Distribution Channels; Competitive Strategy; Retail Industry; Bentonville; Arkansas; United States

August 2015 (Revised June 2021)
Case

Amazon.com, 2021

By: John R. Wells, Benjamin Weinstock, Gabriel Ellsworth and Galen Danskin

In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion five years earlier (see Exhibit 1). The shareholders expressed their satisfaction (see Exhibit 2), but not all... View Details

Keywords: Strategic Analysis; Retail; E-commerce; Amazon; Internet; Amazon.com; AmazonFresh; Jeff Bezos; Cloud Computing; Marketplaces; Streaming; E-reader Market; Digital Media; Mobile App; Online Retail; Shipping; Database; Tablet; Kindle; Kindle Fire; Smartphone; Delivery; Digital Platforms; Competition; Internet and the Web; Corporate Strategy; Digital Marketing; Business Growth and Maturation; Business Model; Business Organization; For-Profit Firms; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Television Entertainment; Profit; Revenue; Global Strategy; Multinational Firms and Management; Taxation; Business History; Human Resources; Resignation and Termination; Books; Human Capital; Working Conditions; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Growth Management; Management Practices and Processes; Industry Growth; Industry Structures; Media; Distribution; Distribution Channels; Order Taking and Fulfillment; Infrastructure; Logistics; Product Development; Supply Chain; Supply Chain Management; Organizational Culture; Public Ownership; Work-Life Balance; Problems and Challenges; Labor and Management Relations; Strategy; Adaptation; Business Strategy; Competitive Strategy; Diversification; Expansion; Integration; Horizontal Integration; Vertical Integration; Information Infrastructure; Information Technology; Mobile and Wireless Technology; Price; Applications and Software; Marketing; Marketing Strategy; Working Capital; Customer Focus and Relationships; Customer Value and Value Chain; Retail Industry; Advertising Industry; Distribution Industry; Electronics Industry; Entertainment and Recreation Industry; Information Technology Industry; Manufacturing Industry; Motion Pictures and Video Industry; Music Industry; Publishing Industry; Shipping Industry; Technology Industry; Video Game Industry; Web Services Industry; United States; Washington (state, US); Seattle

May 2011 (Revised January 2013)
Case

Nike Football: World Cup 2010 South Africa

By: Elie Ofek and Ryan Johnson

Nike's Football division needs to devise a strategy to excel at the 2010 World Cup games in South Africa. Nike has gone from a niche player in the market for football apparel and footwear in 1994 to a formidable competitor to Adidas in 2008 (with revenues of over $1... View Details

Keywords: Digital Marketing; Business Divisions; Communication; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Launch; Planning; Competition; Apparel and Accessories Industry; South Africa