Marketing Strategy - Publications - Faculty & Research - Harvard Business School

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May 2016
Case

OPET: Precision Marketing in Uncertain Times

By: Rajiv Lal, Esel Çekin and Eren Kuzucu

During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details

Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey

October 2016
Case

U.S. Presidential Campaign 2016: Marketing Communication Strategy

By: Robert J. Dolan

On October 18, 2016, Democratic nominee Hillary Clinton and Republican nominee Donald Trump began the last three weeks of the 2016 presidential campaign by preparing for the next day's third and final presidential debate. Tuesday, November 8 was Election Day, but in... View Details

Keywords: Election Outcomes; Voting Behavior; Voting; Marketing Communications; Political Elections; United States

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

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

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

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

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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

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

1997
Working Paper

Corporate Strategies for Emerging Markets in Business Groups

By: Tarun Khanna and Krishna G. Palepu

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

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

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Web

Online Digital Marketing Strategy Course | HBS Online

This course is part of the Marketing track. Introduction to Digital Marketing Strategy LIMITED TIME ONLY Extra learning at no extra cost. Enroll now and unlock a GenAI Bonus... View Details

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

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July–August 1997
Article

Why Focused Strategies May Be Wrong for Emerging Markets

By: Tarun Khanna and Krishna G. Palepu

Keywords: Strategy; Emerging Markets

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August 2020
Article

Strategies for Managing the Privacy Landscape

By: Ramon Casadesus-Masanell and Andres Hervas-Drane

Firms use consumer personal information to improve their products and services. Personal information is open to misuse, however, and when exploited for undesired or unexpected purposes reduces consumer’s trust in the firm and their willingness to provide personal... View Details

Keywords: Consumer Privacy; Privacy Threats; Strategy Framework; Strategy Interactions; Customers; Information; Management; Strategy; Technology Industry

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Web

Reconceiving Products & Markets - Institute For Strategy And Competitiveness

more companies are pursuing market strategies that fit the shared-value model—and reaping the rewards of innovation and growth. General Electric, Google, IBM, Intel, Johnson & Johnson, Nestlé, Unilever, and... View Details

summer 1970
Article

Marketing Strategy and Bank Service Interaction: A Probability Model

By: D. B. Crane

Keywords: Marketing; Strategy; Banks and Banking

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