Publications

Article

Integrated Strategy: Residual Market and Exchange Imperfections as the Foundation of Sustainable Competitive Advantage

By: Felix Oberholzer-Gee and Dennis Yao

Market imperfections are central to understanding the mechanisms that permit firms to capture value. Many of these imperfections are competed away when firms struggle to attain and defend competitive advantages, making markets more efficient in the process. The... View Details

Keywords: Integrated Strategy; Nonmarket Strategy; Market Imperfections; Strategy; Competitive Advantage; Governing Rules, Regulations, and Reforms

April 2012 (Revised April 2013)
Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details

Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America

Educators

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

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

December 2018 (Revised December 2020)
Course Overview Note

Introduction to the RC Strategy Course

By: Ashish Nanda

This note offers an overview of the Strategy course offered in HBS’s Required Curriculum. The RC Strategy course aims to help students become effective strategists. The note introduces the six modules of the course: What is Strategy, Market Attractiveness, Competitive... View Details

Keywords: Market Attractiveness; Strategic Interactions; Strategy; Corporate Strategy

2016
Chapter

The Organization of Non-market Strategy

By: Dylan B. Minor

The purpose of this paper is to explore how firms organize to engage in non-market strategy. To achieve this end, we explore the organization of non-market strategy via a formal model of the firm. The model is motivated by a qualitative study of the organization of... View Details

Keywords: Non-market Strategy; Corporate Social Responsibility; Strategy; Organizational Design; Corporate Social Responsibility and Impact

February 1982 (Revised May 1992)
Case

MCI Telecommunications Corp. (A): Corporate and Marketing Strategy

By: John F. Cady and Frank V. Cespedes

Keywords: Corporate Strategy; Marketing Strategy; Telecommunications Industry

2011
Casebook

Cases about Redefining Global Strategy

By: Pankaj Ghemawat and Jordan I. Siegel

In "Cases about Redefining Global Strategy," Pankaj Ghemawat and Jordan Siegel have assembled 26 full-length case studies as a resource for active learning about the nature of cross-border differences and strategies. As technology innovation globalizes markets and... View Details

Keywords: Global Strategy; International Business; Cases; Strategy; Globalization

Web

Online Digital Marketing Strategy Course | HBS Online

This course is part of the Marketing track. Introduction to Digital Marketing Strategy ENROLL NOW No application needed for our certificate programs. Start your journey today!... View Details

24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

program and are building out a social media presence to support your branding efforts. But what strategy has been put in place to leverage that social media presence to attract the right talent? Creating a content View Details

1997
Working Paper

Corporate Strategies for Emerging Markets in Business Groups

By: Tarun Khanna and Krishna G. Palepu

January 2017 (Revised February 2022)
Background Note

Assessing and Enhancing Market Attractiveness

By: Eric Van den Steen

This note gives students a systematic and comprehensive framework for analyzing and influencing market attractiveness. It pays explicit attention to value creation, complements, and the dynamics of market attractiveness. It also includes careful sub-frameworks for... View Details

Keywords: Market Attractiveness; Markets; Industry Structures; Strategy

Educators

1986
Chapter

Three Roles of International Marketing in Global Strategy

By: Hirotaka Takeuchi and Michael E. Porter

Keywords: Globalized Markets and Industries; Global Strategy; Marketing

01 Jan 1999
News

Disciplined Decisions: Aligning Strategy with the Financial Markets

Keywords: Martha Amram, Nalin Kulatilaka

August 1981 (Revised May 1984)
Case

General Electric Co.: Clock and Timer Market Strategy

July–August 1997
Article

Why Focused Strategies May Be Wrong for Emerging Markets

By: Tarun Khanna and Krishna G. Palepu

Keywords: Strategy; Emerging Markets

14 May 2020
News

Is Your Marketing Strategy Based on the Right Data?

March 2019 (Revised July 2020)
Case

MoviePass: The 'Get Big Fast' Strategy

By: Benjamin C. Esty and Daniel W. Fisher

In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams from related businesses... View Details

Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Entrepreneurship; Market Entry and Exit; Growth and Development Strategy; Business Strategy; Value Creation; Disruption; Motion Pictures and Video Industry; United States

Educators