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July 2010 (Revised January 2017)
Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details

Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value

November 2016 (Revised April 2018)
Case

reMarkable: e-Writing the Future

By: Elie Ofek and Curtis Hsu

Magnus Wanberg is the creator of reMarkable, a breakthrough e-writer device set apart from similar products on the market by having solved the frustrating “slow ink” problem typically experienced on pen-based electronic devices, thus providing a “pen and paper” like... View Details

Keywords: Entrepreneurial Marketing; Innovation Management; Go To Market Strategy; Marketing Plan; Target Market; Digital Devices; Consumer Electronics; Forecasting; Information Technology; Marketing Strategy; Innovation and Management; Marketing Channels; Entrepreneurship; Forecasting and Prediction; Product Marketing; Product Development; Electronics Industry

10 Apr 2014
Research & Ideas

John Kotter’s Plan to Accelerate Your Business

product, move into markets faster, focus on high-growth in Asia, and reduce sales costs. A so-called urgency team of 21 people spent three months working on a plan, developing support material, and creating a portal with information,... View Details

Keywords: by Kim Girard

January 2024
Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred

Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details

Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona

June 1997 (Revised February 2000)
Case

Walker and Company: Profit Plan Decisions

By: Robert L. Simons and Ramsey Walker

Ramsey Walker, a second-year MBA student, must decide how to control a family business as an absentee owner. After providing background details on the publishing industry, the case requires the reader to: 1) make a product segmentation decision; 2) prepare a profit... View Details

Keywords: Organizational Structure; Family and Family Relationships; Market Design; Management Systems; Planning; Profit; Performance Evaluation; Segmentation; Corporate Strategy; Investment Return; Publishing Industry

September 2004 (Revised March 2007)
Case

G.I. JOE: Marketing an Icon

In the winter of 2003, Billy Lagor, the Hasbro toy company's brand manager for G.I. JOE, faced a set of decisions that would ultimately determine the 2004 marketing plan for the G.I. JOE brand. Under consideration were three different ways to market the military action... View Details

Keywords: Product Positioning; Marketing Strategy; Brands and Branding; Consumer Products Industry; United States

February 2010
Background Note

Marketing Analysis Toolkit: Situation Analysis

By: Thomas J. Steenburgh and Jill Avery

Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details

Keywords: Five Forces Framework; SWOT Analysis; Marketing Strategy; Demand and Consumers; Industry Structures; Strategic Planning

April 2013
Teaching Plan

Marks and Spencer: Plan A (TP)

By: David Bell and Michael Norris

Teaching Note for 509029. View Details

Keywords: Marketing; Corporate Social Responsibility and Impact; Strategic Planning; Environmental Sustainability; Competitive Advantage; Retail Industry

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

model helps measure that." The Ideal Mix When planning marketing campaigns, brand managers have a wide portfolio of weapons to draw on, including in-store merchandising, advertising, coupons and... View Details

Keywords: by Dina Gerdeman

June 2020
Case

In-housing Digital Marketing at Sprint Corp.

By: David E. Bell, Rajiv Lal and Olivia Hull

In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details

Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States

2014
Working Paper

Institutional Strategies in Emerging Markets

By: Christopher Marquis and Mia Raynard

We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details

Keywords: Strategy; Organizations; Emerging Markets

October 2001 (Revised November 2001)
Case

Club Med (C): The "Re-New" Plan

By: Frances X. Frei, Daniel Rethazy and Hanna Rodriguez-Farrar

Supplements the (A) and (B) cases. View Details

Keywords: Business Subsidiaries; Industry Structures; Competitive Advantage; Organizational Culture; Cost; Customer Satisfaction; Accommodations Industry; United States

August 2010 (Revised November 2020)
Module Note

Integrating Around the Job to Be Done

By: Clayton Christensen, Rory McDonald, Laura E Day and Shaye Roseman

Unlike traditional market segmentations that are based on a correlation of product sales or service with the attributes of the purchaser (such as age, gender, income level, and education level), jobs-based segmentation seeks to understand the causal roots of... View Details

Keywords: Integration Planning; Jobs; Market Segmentation; Customer Satisfaction; Marketing; Jobs and Positions; Marketing Strategy; Segmentation; Integration; Planning

February 2010 (Revised March 2016)
Background Note

Marketing Analysis Toolkit: Break-even Analysis

By: Thomas J. Steenburgh and Jill Avery

Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by... View Details

Keywords: Decision Making; Investment Return; Spending; Management Analysis, Tools, and Techniques; Marketing Strategy; Strategic Planning; Mathematical Methods

2012
Book

All Business is Local: Why Place Matters More Than Ever in a Global, Virtual World

By: John A. Quelch and Katherine E. Jocz

Keywords: Marketing Planning; Location Strategies; Geographic Location; Marketing; Global Strategy

Find at Harvard

February 2019 (Revised October 2019)
Case

Extend Fertility: Conceiving the Market for Egg Preservation (A)

By: Debora L. Spar and Olivia Hull

In April 2003, entrepreneur and MBA student Christy Jones was planning a new venture to help women preserve their fertility. Her company, Extend Fertility, would commercialize a technique known as egg freezing, in which a woman’s eggs were extracted and stored at low... View Details

Keywords: Assisted Reproduction; Entrepreneur; Health And Wellness; Fertility; Infertility; Women's Health; Creating Markets; Egg Freezing; Fertility Clinic; Entrepreneurship; Strategy; Marketing Strategy

April 2020
Case

Apple Inc. in 2020

By: David B. Yoffie and Daniel Fisher

After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new... View Details

Keywords: Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry

18 Sep 2014
Working Paper Summaries

Institutional Strategies in Emerging Markets

Keywords: by Christopher Marquis & Mia Raynard

July 1998 (Revised August 1998)
Case

Optimark: Launching a Virtual Securities Market

Bill Lupien's OptiMark Technologies, Inc., plans to launch a super-computer system in September, 1998 that he believes will release previously withheld liquidity to the securities market. While today's market matches those trades based on price and size, Lupien's... View Details

Keywords: Information Technology; Financial Markets; Product Launch; Financial Services Industry; United States

Find at Harvard

15 Feb 2016
Research & Ideas

Want Your Employees to Plan Better for Retirement? Don't Do This

“Defined benefit (DB) plans have largely gone the way of the dodo,” Beshears said in a recent interview. “They’ve been replaced with defined contribution (DC) plans. In those situations, it’s incumbent upon the individual to be saving... View Details

Keywords: Re: John Beshears; Financial Services

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