Publications

2015
Other Teaching and Training Material

Competitive Strategies Marketing Reading

By: Jill Avery and Sunil Gupta

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details

Keywords: Competitive Strategy

07 Sep 2021
News

Increasing Access and Expanding Opportunity

graduate school, how does the fear of incurring a large amount of debt keep individuals from applying to HBS? Chad Losee: We did a market research study in 2019 to understand what prevents qualified potential students from applying.... View Details

Keywords: Jennifer Gillespie

September 2009 (Revised May 2011)
Case

Sniffing Out Opportunities at PetSmart

By: V.G. Narayanan and Lisa Brem

The pet and pet supply industry was one of the few bright lights in an otherwise dismal retail outlook in 2009. This case gives background pet retail industry information and strategic positioning information for both PetSmart and PETCO to enable students to develop... View Details

Keywords: Balanced Scorecard; Industry Growth; Industry Structures; Competitive Strategy; Retail Industry

17 May 2018
News

Creating Opportunity for Indian Entrepreneurs

support his family. He heard about the I Create program and signed up. Having noticed a growth in agriculture in the region, Samad was intent on finding his niche in the industry. After conducting market research and consulting with a... View Details

Keywords: Jennifer Myers

March 2010
Teaching Note

Rosetree Mortgage Opportunity Fund (TN)

By: Victoria Ivashina and Andre F. Perold

Teaching Note for [209088]. View Details

Keywords: Financial Crisis; Crisis Management; Capital; Mortgages; Mergers and Acquisitions; Valuation; Borrowing and Debt; Cash Flow; Bids and Bidding; Financing and Loans; Restructuring; Financial Markets; United States

TeachingInterests

MBA Required Curriculum Marketing

Marketing

The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details

November 2020
Case

Guild Education: Unlocking Opportunity for America's Workforce

By: William A. Sahlman, Michael D. Smith, Nicole Tempest Keller and Alpana Thapar

Founded in 2015, Guild Education is an education marketplace that connects employers and universities to provide employees with ‘education as a benefit.’ The Denver-based company is transforming traditional tuition assistance programs by facilitating direct payment by... View Details

Keywords: Education; Digital Platforms; Information Technology; Employees; Social Enterprise; Education Industry; Technology Industry; Colorado

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This segmentation involves either... View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

21 Mar 2014
Blog Post

East Asia MBA Market Update

Over the past several months I have engaged with organizations across East Asia regarding job opportunities for MBA candidates. While economic growth has slowed in the region, the job market is still good... View Details

Keywords: Technology; Consumer Products / Retail

March 2008
Background Note

Marketing Input and Innovation Strategy

By: Elie Ofek

This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details

Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition