Segmentation - Publications - Faculty & Research

21 Jan 2009
First Look

First Look: January 21, 2009

competitor to boost sales, become #1 in a niche market segment, and achieve economies of scale. He is struggling with whether the deal makes strategic sense given forecasts that this niche segment is declining, whether the price is too... View Details

Keywords: Martha Lagace

12 Aug 2008
First Look

First Look: August 12, 2008

in addition to the already competitive mobile communication segment where the company's once dominant market share was heavily eroded. Mao had to decide on the pricing strategies for the company's various product lines, including fixed... View Details

Keywords: Sean Silverthorne

24 May 2021
Blog Post

Rebekah Emanuel: Host of Season 3 of the Climate Rising Podcast

has incredible resources to give. Sometimes it takes stepping into that first set of connections that allows you to uncover those things. The thing that I love about the podcast is that, through listening to these relatively short View Details

27 Sep 2016
First Look

September 27, 2016

development programs have entered a period of disruption catalyzed by the digitalization of content, connectivity, and communication and are driven by renewed demand for high-level executive and managerial skills. Unlike other segments of... View Details

Keywords: Sean Silverthorne

21 Oct 2014
First Look

First Look: October 21

would allow RTR to aggressively expand its inventory and customer acquisition efforts in order to serve a broader range of customer segments with a wider selection of products (e.g., accessories, maternity wear). Purchase this case:... View Details

Keywords: Sean Silverthorne

26 May 2003
Research & Ideas

What Your Competition is Telling You

Because it gives GM a better shot at establishing OnStar as the industry standard. And because GM extends its OnStar distribution to market segments they may not otherwise reach with their auto brands." Invent the competitor who... View Details

Keywords: by David Stauffer

November 2017
Teaching Note

Tencent

By: John R. Wells and Gabriel Ellsworth

Teaching Note for HBS No. 718-426. Tencent had undergone many transformations since it was founded in 1998 as a simple messaging service. In 2017, it was the largest online games provider in China with a wide range of game types, China’s largest social networking... View Details

Keywords: Tencent; Tencent Holdings; WeChat; Social Networking; Social Networks; Gaming; Gaming Industry; Video Games; Computer Games; Mobile Gaming; Portals; Payments; Mobile Payments; O2O; Online-to-offline; E-commerce; Messaging; Subscription Model; Freemium; Mobile App Industry; Smartphone; PC; Monetization Strategy; Antitrust; Streaming; Cloud Computing; Artificial Intelligence; Big Data; Alibaba; Facebook; JD.com; Tesla; Bundling; Synergies; Digital Strategy; Imitation; Licensing; Agility; Entry Barriers; Online Platforms; Advertising; Digital Marketing; Business Ventures; Acquisition; Mergers and Acquisitions; Business Conglomerates; Business Growth and Maturation; Business Organization; For-Profit Firms; Joint Ventures; Restructuring; Communication Technology; Blogs; Interactive Communication; Interpersonal Communication; Entertainment; Film Entertainment; Games, Gaming, and Gambling; Music Entertainment; Investment; Investment Portfolio; Price; Revenue; Geographic Scope; Cross-Cultural and Cross-Border Issues; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Business History; Innovation Strategy; Technological Innovation; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Product Positioning; Social Marketing; Network Effects; Market Entry and Exit; Digital Platforms; Industry Growth; Monopoly; Media; Distribution Channels; Service Delivery; Organizational Change and Adaptation; Organizational Structure; Public Ownership; Problems and Challenges; Business and Government Relations; Groups and Teams; Networks; Opportunities; Social and Collaborative Networks; Strategy; Adaptation; Business Strategy; Commercialization; Competition; Competitive Advantage; Competitive Strategy; Cooperation; Corporate Strategy; Diversification; Expansion; Horizontal Integration; Vertical Integration; Information Technology; Internet and the Web; Mobile and Wireless Technology; Applications and Software; Information Infrastructure; Value Creation; Emerging Markets; Product Development; Segmentation; Business Units; Communication; Profit; Communications Industry; Entertainment and Recreation Industry; Financial Services Industry; Information Industry; Information Technology Industry; Media and Broadcasting Industry; Motion Pictures and Video Industry; Music Industry; Service Industry; Technology Industry; Telecommunications Industry; Video Game Industry; Web Services Industry; Asia; China; Canton (province, China)

Citation

Purchase

27 Jan 2009
First Look

First Look: January 27, 2009

allocation is more pronounced if the new CEO has less authority or if the unaffiliated divisions have more bargaining power. I find evidence that having a specialist CEO negatively affects segment investment efficiency. The results... View Details

Keywords: Martha Lagace

29 Jan 2008
First Look

First Look: January 29, 2008

design, distribution, marketing, service, and sourcing for the vehicle. After successfully targeting the niche, considers how Tata Motors might grow its presence in the segment with new models, enter new regional markets, export to... View Details

Keywords: Martha Lagace

Web

Case Method - Research Resources | Baker Library | Bloomberg Center | Harvard Business School

faculty and staff . Boston: McGraw-Hill Book Co., 1954. “ Case Method of Instruction ,” Course Catalog, Official Register of Harvard University, Graduate School of Business Administration , vol. lii, no. 10, May 31, 1955, pp. 27-28. This View Details

15 Jan 2019
First Look

New Research and Ideas, January 15, 2019

resonated with several segments of the population. While many experts predicted a Clinton victory, Trump was ultimately elected president in November 2016. During his first 100 days in office, Trump tested the boundaries of the U.S.... View Details

Keywords: Dina Gerdeman

01 Mar 2011
News

Making Their Way

Atlantis hotel, the UK’s RAF Lakenheath air base, and Abu Dhabi’s Cleveland Clinic. The latter is emblematic of a customer segment — health care — that, along with the education sector, has remained particularly strong for Kirlin despite... View Details

Keywords: Garry Emmons; Electrical Equipment, Appliance, and Component Manufacturing; Manufacturing; Fabricated Metal Product Manufacturing; Manufacturing; Rail Transportation; Transportation

01 Jun 2014
News

Screen Saver

ushered in by Avatar hasn't been quite the saving grace that Hollywood had hoped, Lopez has a more practical outlook as a veteran of the consumer packaged goods industry: "Any time you can take a chunk of your business and move it to a View Details

Keywords: Julia Hanna; Arts, Entertainment

14 Aug 2018
First Look

First Look at New Research and Ideas, August 14, 2018

emerged from its first sales season with two distinct customer segments: the High Net Worth (HNW) woman and the High Earner, Not Rich Yet (HENRY) woman. As it began to scale its operations, it had to decide which customer segment was the... View Details

Keywords: by Sean Silverthorne

08 Aug 2017
First Look

First Look at Research and Ideas, August 8, 2017

respect to fair trade policy. The issue revolves around what actions the various private and public decision makers will now take to make this ruling work while not placing too big a burden on any one segment of the economy. Purchase this... View Details

Keywords: Sean Silverthorne

22 Jan 2019
First Look

New Research and Ideas, January 22, 2019

supply chain (SC) industries (i.e., those that sell primarily to businesses or government) from business-to-consumer (B2C) industries (i.e., those that sell primarily to consumers). We find that the supply chain economy is a distinct and large View Details

Keywords: Dina Gerdeman

26 Jul 2010
Research & Ideas

Yes, You Can Raise Prices in a Downturn

an account—the basis for most firms' segmentation schemes but too broad a unit of analysis for performance pricing purposes. Neither is a POB an order, which is the focus of sales efforts but is really an output of a POB situation. More... View Details

Keywords: by Sean Silverthorne; Retail; Consumer Products

13 Jan 2021
News

Silicon Valley’s “Detroit Moment”

And these innovations are now influencing the original model. Alex says it’s no coincidence that Uber has begun to experiment with financial services offerings and that its fastest-growing segment is UberEats. Alex: Second, is this notion... View Details

02 Jan 2012
Research & Ideas

Most Popular Articles of 2011

Christensen's Milkshake Marketing (24,877) http://hbswk.hbs.edu/item/6496.html Published: February 14, 2011 About 95 percent of new products fail. The problem often is that their creators are using an ineffective market segmentation... View Details

Keywords: by Staff

September 2019 (Revised September 2019)
Case

Facebook Fake News in the Post-Truth World

By: John R. Wells, Carole A. Winkler and Benjamin Weinstock

In August 2019, Mark Zuckerberg, founder and CEO of Facebook, was surrounded by controversy. The first major storm of protest followed the surprise election of Donald Trump as President of the United States on November 8, 2016; many put the blame at the door of fake... View Details