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  • All HBS Web  (9,275)
    • People  (18)
    • News  (1,858)
    • Research  (6,504)
    • Events  (9)
    • Multimedia  (41)
  • Faculty Publications  (4,428)

Show Results For

  • All HBS Web  (9,275)
    • People  (18)
    • News  (1,858)
    • Research  (6,504)
    • Events  (9)
    • Multimedia  (41)
  • Faculty Publications  (4,428)
← Page 4 of 9,275 Results →
  • October 2014 (Revised April 2023)
  • Case

Gilead: Hepatitis C Access Strategy (A)

By: V. Kasturi Rangan, Vikram Rangan and David E. Bloom
Gilead had come up with an innovative drug for Hepatitis C, which affected 180 million people worldwide. The drug was priced at $1,000 a pill for the US market. Gilead had to decide how to price and market the pill in developing countries that bore the brunt of the... View Details
Keywords: Healthcare; Pharmaceuticals; Pricing; Access To Care; Emerging Markets; Health Care and Treatment; Price; Strategy; Ethics; Health Industry; Pharmaceutical Industry
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Rangan, V. Kasturi, Vikram Rangan, and David E. Bloom. "Gilead: Hepatitis C Access Strategy (A)." Harvard Business School Case 515-025, October 2014. (Revised April 2023.)
  • February 2017
  • Teaching Note

Paez

By: Jill Avery
Paez, an Argentine start-up fashion brand, sold traditional alpargatas, a sleepy category that suddenly woke up when TOMS, a U.S. company, appropriated the traditional alpargata design, covered it with fashionable colors and prints, and tied it to a social cause.... View Details
Keywords: Brand Management; Brand Positioning; Competitive Positioning; Competitive Strategy; Retailing; Go To Market Strategy; Marketing; Brands and Branding; Marketing Strategy; Retail Industry; Fashion Industry; Argentina; Latin America; South America; Europe
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Avery, Jill. "Paez." Harvard Business School Teaching Note 517-092, February 2017.
  • February 2024
  • Module Note

Data-Driven Marketing in Retail Markets

By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; "Marketing Analytics"; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
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Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.
  • June 17, 2016
  • Comment

Companies Need to Start Marketing Security to Customers

By: John A. Quelch
Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details
Keywords: Consumer Safety; Public Safety; Brand Attraction; Risk Management; Safe Environment Benefit; Marketing Safety; Global Brands; Advertising; Change Management; Disruption; Volatility; Crime and Corruption; Customers; Music Entertainment; Animation Entertainment; Film Entertainment; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Consumer Behavior; Problems and Challenges; Safety; Corporate Strategy; Business Strategy; Entertainment and Recreation Industry; Tourism Industry; Travel Industry; United States
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Quelch, John A. "Companies Need to Start Marketing Security to Customers." Harvard Business School Working Knowledge (June 17, 2016). (Republished by Fortune.com as "What the Orlando Tragedies Can Teach Businesses" on June 20, 2016.)
  • January 2018 (Revised May 2019)
  • Case

Adeo Health Science: Turning a Product into a Brand

By: Elizabeth A. Keenan and Jill Avery
For decades, American parents were warned to avoid introducing potential allergens to their babies prior to their first birthday. But two influential clinical studies caused the medical establishment to radically reverse its position. Parents were now warned that... View Details
Keywords: Startup; Health Care; Consumer; Consumer Products; Branding; Distribution; Retailing; Go To Market Strategy; Marketing; Marketing Channels; Marketing Communications; Brands and Branding; Marketing Strategy; Entrepreneurship; Health Care and Treatment; Consumer Products Industry; Health Industry; United States; North America
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Keenan, Elizabeth A., and Jill Avery. "Adeo Health Science: Turning a Product into a Brand." Harvard Business School Case 518-065, January 2018. (Revised May 2019.)
  • January 2019 (Revised February 2024)
  • Teaching Note

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
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Israeli, Ayelet. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Teaching Note 519-056, January 2019. (Revised February 2024.)
  • October 2012
  • Article

Target the Right Market

By: Jill Avery and Thomas Steenburgh
SparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its... View Details
Keywords: Marketing; Market Segmentation; Customer Defection; Customer Lifetime Value; Customer Relationship Management; CRM; Market Segmentation And Target Market Selection; Marketing Strategy; Product Marketing; Customer Focus and Relationships; Customer Value and Value Chain; Technology Industry; United States
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Avery, Jill, and Thomas Steenburgh. "Target the Right Market." Harvard Business Review 90, no. 10 (October 2012): 119–123.
  • December 2008
  • Article

To Innovate or Imitate? Entry Strategy and the Role of Market Research

By: Elie Ofek and Ozge Turut
Keywords: Innovation and Invention; Strategy; Markets; Research
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Ofek, Elie, and Ozge Turut. "To Innovate or Imitate? Entry Strategy and the Role of Market Research." Journal of Marketing Research (JMR) 45, no. 6 (December 2008).
  • 13 Feb 2019
  • News

We’re All Going to Get Hacked

generation of equipment, going to make it better? So I think it’s important, and I don’t believe this is a hard technical problem. We have a lot of good technology in the world. We have too much technology,... View Details
  • January 2018 (Revised October 2021)
  • Case

Château Margaux: Launching the Third Wine (Abridged)

By: Elie Ofek
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing Strategy; Distribution Channels; Product Launch; Brands and Branding; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
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Ofek, Elie. "Château Margaux: Launching the Third Wine (Abridged)." Harvard Business School Case 518-070, January 2018. (Revised October 2021.)
  • 01 Dec 2013
  • News

To Market, to Market

donor), the Blavatnik Biomedical Accelerator identifies early-stage, highly promising technologies developed by Harvard University faculty, then helps those selected navigate the early stages of development so that they can go View Details
Keywords: Scientific Research and Development Services
  • September 2015 (Revised March 2017)
  • Case

Château Margaux (Abridged)

By: Elie Ofek, Eric E. Vogt and Robert J. Dolan
Château Margaux, one of only five prestigious estates in the Bordeaux Medoc wine region to have been classified as a "first-growth", is facing a host of strategic decisions in early 2013. Up until this point the estate had been selling two red wines, a first wine whose... View Details
Keywords: New Product Launch; Marketing Plan; Brand Management; Go To Market Strategy; Channels Of Distribution; Wine Industry; Marketing; Brands and Branding; Marketing Strategy; Distribution Channels; Product Launch; Agriculture and Agribusiness Industry; Food and Beverage Industry; France
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Ofek, Elie, Eric E. Vogt, and Robert J. Dolan. "Château Margaux (Abridged)." Harvard Business School Case 516-034, September 2015. (Revised March 2017.)
  • 02 Mar 2015
  • News

To Market, To Market

you’re going to sell to a market.’” To ease the transition, Heifer provides far more than just healthy livestock. Nearly a thousand professionals... View Details
Keywords: Margie Kelley; Agriculture; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services
  • June 2017
  • Case

AKB48: Going Global? (A)

By: Juan Alcácer, Kotaro Sasamoto, Tee Chayakul and Mayuka Yamazaki
After a remarkable success in Japan, the producer of the Japanese female singing group AKB48 evaluates market opportunities overseas for his artistic creation. This case introduces the business model behind the AKB48 concept and allows students to identify what... View Details
Keywords: Brand Building; Brand Extension; Culture-based Products; Global Products; Differentiation; Intellectual Property; International Business; Local Products; Strategy; Value Capture; Market Entry and Exit; Music Entertainment; Business Model; Global Strategy; Global Range; Brands and Branding; Value Creation; Expansion; Music Industry; Japan; China; Indonesia; Taiwan; Philippines; Thailand; South Korea
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Alcácer, Juan, Kotaro Sasamoto, Tee Chayakul, and Mayuka Yamazaki. "AKB48: Going Global? (A)." Harvard Business School Case 717-445, June 2017.
  • 2014
  • Other Teaching and Training Material

Marketing Reading: Brand Positioning

By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
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Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
  • 15 Jul 2014
  • News

Adapt to a New Culture - but Don't Go Too Far

Keywords: cross-cultural communication; communication strategy; interpersonal behavior
  • July 2014 (Revised August 2014)
  • Case

AmazonFresh: Rekindling the Online Grocery Market

By: Rory McDonald, Clayton Christensen, Robin Yang and Ty Hollingsworth
More than a decade after the high-profile failures of several early online grocers, grocery remains the largest single U.S. retail category and one of the few that has not yet migrated online. Amazon began testing its grocery-delivery service, AmazonFresh, in Seattle,... View Details
Keywords: Innovation; New Markets; Grocery; Operations Strategy; Innovation and Invention; Strategy; Emerging Markets; Learning; Service Operations; Internet and the Web; Business Model; Food and Beverage Industry; United States
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McDonald, Rory, Clayton Christensen, Robin Yang, and Ty Hollingsworth. "AmazonFresh: Rekindling the Online Grocery Market." Harvard Business School Case 615-013, July 2014. (Revised August 2014.)
  • October 2004 (Revised July 2010)
  • Case

Product Team Cialis: Getting Ready to Market

By: Elie Ofek
Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to... View Details
Keywords: Communication Strategy; Marketing Strategy; Product Launch; Product Positioning; Competition; Competitive Advantage; Segmentation; Pharmaceutical Industry
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Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
  • January 2021 (Revised August 2021)
  • Case

ByteDance: TikTok and the Trials of Going Viral

By: William C. Kirby and John P. McHugh
In 2020, TikTok became the most valuable start-up ever. The short-form, video-sharing social media platform emerged as the crown jewel of the Chinese technology firm ByteDance, realizing 850 million monthly users and an estimated worth of $180 billion. However, a... View Details
Keywords: China; Technology; Startup; Start-up; International Strategy; Global Strategy And Leadership; Innovation; Political Risk; Regulations; Trump; Foreign Policy; Foreign Investment; Chinese Internet Market; Global Strategy; Crisis Management; Risk and Uncertainty; Entrepreneurship; Globalized Economies and Regions; Government Legislation; Innovation and Management; Governing Rules, Regulations, and Reforms; Internet and the Web; Social Media; Technology Industry; China; United States
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Kirby, William C., and John P. McHugh. "ByteDance: TikTok and the Trials of Going Viral." Harvard Business School Case 321-110, January 2021. (Revised August 2021.)
  • Research Summary

Investment and marketing strategies of American multinationals in Argentina (1890c-1939)

Andrea Lluch is undertaking a major research project on American business expansion in Argentina up to the beginning of World War II. The first part of the project focuses on the American companies investment strategies. The second part analyses of the evolution of... View Details
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