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Show Results For
- All HBS Web
(3,334)
- People (9)
- News (634)
- Research (2,384)
- Events (10)
- Multimedia (7)
- Faculty Publications (1,307)
- 2010
- Simulation
Marketing Simulation: Managing Segments and Customers
By: Das Narayandas
In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details
Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry
Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.
- 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
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details
Keywords: Competitive Strategy
Avery, Jill, and Sunil Gupta. "Competitive Strategies Marketing Reading." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8158, 2015.
- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Consumer Products Industry; Beauty and Cosmetics Industry; Apparel and Accessories Industry; Auto Industry; Fashion Industry; Food and Beverage Industry
Avery, Jill, Neeru Paharia, Anat Keinan, and Juliet Schor. "The Strategic Use of Brand Biographies." Research in Consumer Behavior 12 (2010): 213–230.
- Research Summary
Competing in New Markets
Strategic advisors counsel managers to conduct a thorough competitive analysis emphasizing key points of differentiation. But for new markets, Professor McDonald’s research suggests that reports of the threat posed by similar rivals may be greatly exaggerated, and... View Details
- July 2021
- Article
Augmenting Markets with Mechanisms
By: Samuel Antill and Darrell Duffie
We explain how the common practice of size-discovery trade detracts from overall financial market efficiency. At each of a series of size-discovery sessions, traders report their desired trades, generating allocations of the asset and cash that rely on the most recent... View Details
Keywords: Mechanism Design; Price Impact; Size Discovery; Allocative Efficiency; Workup; Dark Pool; Financial Markets; Market Design; Performance Efficiency
Antill, Samuel, and Darrell Duffie. "Augmenting Markets with Mechanisms." Review of Economic Studies 88, no. 4 (July 2021): 1665–1719.
- 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
Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
- January 2001
- Teaching Note
ZEFER: Building and Positioning an e-Business Consulting Company TN
By: Richard L. Nolan and George Francis Westerman III
- 03 Feb 2003
- Research & Ideas
Homeland Security: A Ready-made Market
government are mysterious, he added—the making of laws and sausages are two activities better left behind closed doors. The CIA can talk to the INS, but there are policy issues that affect the speed of adopting new systems.— Mark Hogan, BEA Government Systems The View Details
- 07 Dec 2016
- Blog Post
Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference
California. The conference was hosted by HBS’s Marketing Club and was sponsored by Procter & Gamble, The Boston Consulting Group, H-E-B, ABInBev, American Express, General Mills, Ibotta, and Samsung. “The energy on campus was... View Details
Keywords: Entertainment / Media / Sports
- 2022
- Article
Which Corporate ESG News Does the Market React To?
By: George Serafeim and Aaron Yoon
Using a dataset that classifies firm-level ESG news as positive and negative, we examine how stock prices react to different types of ESG news. We analyze 111,020 firm-day observations for 3,126 companies and find that prices react only to issues identified as... View Details
Keywords: ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Capital; Environment; Sustainability; CSR; Stock Price; Stock Market Expectations; Materiality; Market Reaction; Environmental Sustainability; Governance; Social Issues; Performance; News
Serafeim, George, and Aaron Yoon. "Which Corporate ESG News Does the Market React To?" Financial Analysts Journal 78, no. 1 (2022): 59–78.
- May 2011
- Article
Underdog Branding: Why Underdogs Win in Recessions
By: Neeru Paharia, Anat Keinan and Jill Avery
Underdog stories about overcoming great odds through passion and determination are particularly resonant during difficult times as they inspire us and give us hope when the outlook we face is bleak. They promise that success is still possible, a much needed message in... View Details
Keywords: Marketing; Brand Building; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Economics; Marketing Communications; Marketing Strategy; Advertising Campaigns; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry
Paharia, Neeru, Anat Keinan, and Jill Avery. "Underdog Branding: Why Underdogs Win in Recessions." European Business Review (May 2011): 53–56. (Invited Article.)
- August 1990
- Case
Giovanni Buton: International Marketing Strategy
Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details
Keywords: Marketing Strategy; Globalized Markets and Industries; Manufacturing Industry; Food and Beverage Industry; Italy; European Union
Buzzell, Robert D. "Giovanni Buton: International Marketing Strategy." Harvard Business School Case 591-023, August 1990.
- 18 Nov 2003
- Other Presentation
The U.S. Homebuilding Industry and The Competitive Position of Large Builders
Strategy presentation at the Centex Investor Conference, New York. Topics include: The structure of the homebuilding industry, the competitive advantages of large homebuilders, market assessment of homebuilding versus other industries and the role of investors in... View Details
Porter, Michael E. "The U.S. Homebuilding Industry and The Competitive Position of Large Builders." Centex Investor Conference, New York, NY, November 18, 2003.
- Fast Answer
Market Maps
Where can I find market maps for various industries? Market mapping is the process of visually organizing information about various competitors in a specific industry or vertical to understand their View Details
- Article
Brand Values and Capital Market Valuation
By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik
Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details
Barth, Mary, Michael B. Clement, George Foster, and Ron Kasznik. "Brand Values and Capital Market Valuation." Review of Accounting Studies 3, nos. 1-2 (1998): 41–68.
- August 1984
- Case
Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)
By: Joseph L. Bower
Bower, Joseph L. "Competitive Positioning in the Dishwasher Industry (D): General Electric (GE)." Harvard Business School Case 385-048, August 1984.
- October 2019 (Revised December 2019)
- Case
La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand
By: Jill Avery, Vincent Dessain and Mette Fuglsang Hjortshoej
As 2018 neared its end, Laetitia Toupet, international general manager of L’Oréal’s La Roche-Posay brand reflected on the brand’s achievements over the past year. At €1 billion in revenue, La Roche-Posay had recently become the number one dermocosmetics brand in the... View Details
Keywords: Branding; Brand Management; Consumer Products; Brand Positioning; Target Market; Global Brands; Global Marketing; Marketing; Marketing Strategy; Brands and Branding; Globalized Firms and Management; Consumer Products Industry; Beauty and Cosmetics Industry; Health Industry; France; Europe; Brazil; China; Asia; South America; United States; North America
Avery, Jill, Vincent Dessain, and Mette Fuglsang Hjortshoej. "La Roche-Posay: Growing L'Oreal's Active Cosmetics Brand." Harvard Business School Case 520-035, October 2019. (Revised December 2019.)
- 18 Mar 2009
- Research & Ideas
Marketing After the Recession
recession has not been kind to marketers. In many multinationals, the positive financial impacts of recession-busting marketing plans have been obliterated by commodity price volatility and... View Details
- August 1984
- Case
Competitive Positioning in the Dishwasher Industry (E): Sears' Dishwasher Dilemma
By: Joseph L. Bower
Bower, Joseph L. "Competitive Positioning in the Dishwasher Industry (E): Sears' Dishwasher Dilemma." Harvard Business School Case 385-049, August 1984.
- May 2010
- Article
Aggregate Market Reaction to Earnings Announcements
By: William Cready and Umit G Gurun
This analysis identifies a distinct immediate announcement period negative relation between earnings announcement surprises and aggregate market returns. Such a relation implies that market participants use earnings information in forming expectations about expected... View Details
Cready, William, and Umit G Gurun. "Aggregate Market Reaction to Earnings Announcements." Journal of Accounting Research 48, no. 2 (May 2010): 289–334.