Target Market - Publications - Faculty & Research

03 Dec 2007
Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could... View Details

Keywords: by Julia Hanna; Publishing; Advertising

12 Jun 2006
Research & Ideas

The Promise of Channel Stewardship

Most company distribution systems are designed ad-hoc when needed, and serve neither value chain partners nor end users well—just look at the frustrating new-car buying process set up by American auto makers. At the same time, says Harvard Business School View Details

Keywords: by V. Kasturi Rangan & Marie Bell; Consumer Products

Career Coach

Jing Lin Lee

With extensive mentoring experience, Jing Lin is adept at supporting students at different steps of their career journeys: be it exploring potential career options or developing targeted recruiting strategies. Drawing on her experience... View Details

Keywords: Emerging Markets; Emerging Markets; Emerging Markets; Emerging Markets; Emerging Markets

Student-Profile

Ta-Wei "David" Huang

assumptions about how firms target interventions. David has identified systematic biases in the traditional approach and is seeking to find a better way to address the issues by combining causal inference, machine learning, and View Details

02 Sep 2016
Op-Ed

The Twitter Election

Bush, who spent $100 million on traditional marketing before dropping out. Can the same strategy succeed in the general election campaign?Probably not, for three reasons. First, Trump needs around 60 million votes to win, six times more... View Details

Keywords: by John Quelch and Thales Teixeira

31 May 2023
Research & Ideas

With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

If knowing what customers need is marketing gold, pinpointing exactly when they need it may just be platinum. Services that become part of a customer’s routine may deliver advantages beyond repeat business for a company, Harvard Business... View Details

Keywords: by Rachel Layne; Transportation

29 Oct 2000
Research & Ideas

Building a Powerful Prestige Brand

Lauder, founded Estée Lauder Cosmetics. By the time she retired from public life in the mid-1990s, this company had become one of the largest cosmetics manufacturers in the world and was recognized as one of the leading players in the global View Details

Keywords: by Nancy F. Koehn; Beauty & Cosmetics; Consumer Products; Retail

12 Sep 2012
Research & Ideas

The Unexpected Link Between Cadavers and Careers

If you happen to be in need of human cadavers, you'll have more success targeting married nursery school teachers than, say, married cowboys or firefighters. That's essentially the implication of a new study that explores a previously... View Details

Keywords: by Carmen Nobel; Education; Health

03 Mar 2014
Research & Ideas

Facebook’s Future

machine that enables marketers to serve targeted messages on the basis of our email address or mobile phone number. But in 2024, technology will make possible real-time View Details

Keywords: by Mikolaj Piskorski

13 Jun 2018
Sharpening Your Skills

That Costs HOW Much?

"Price is what you pay. Value is what you get." For makers of that product, the price will help determine the target audience, help define marketing strategy, and, ultimately, decide whether the... View Details

Keywords: by Sean Silverthorne; Retail

01 Jun 1999
News

Proposed Chair Would Honor African-American Business Pioneer

marketing efforts targeted at African Americans, thereby helping to establish that community as a lucrative mass market and contributing to the development of the concept of... View Details

14 Sep 2016
Research & Ideas

Web Surfers Have a Schedule and Stick to It

sites. Our online visits often come in short bursts rather than extended leisurely strolls through cyberspace. People with higher incomes spend less time online than those making less. In other words, consumers behave online in a much different way than they do in... View Details

Keywords: by Julia Hanna; Retail; Web Services

22 Feb 2000
Research & Ideas

Social Capital Markets: Creating Value in the Nonprofit World

himself during his six years as president andCEO of Outward Bound, plunging him into the Social Capital Markets arena.When Outward Bound received an $8-million grant for a new educationalinitiative, Grossman was determined to grow and... View Details

Keywords: by Anne Kavanagh

11 Jun 2014
Research & Ideas

In the Future of Sports Investing, Media Is the Best Bet

investments by sharing in the profits generated by broadcasting rights and advertising revenues. The founders initially placed a $100 million fundraising target on the fund, which will invest in young growth-stage companies. Causeway has... View Details

Keywords: by Carmen Nobel; Sports; Financial Services

01 Dec 2008
News

Seth Klarman

Klarman Illustration by David Cowles While other money managers scrambled to survive the financial market meltdown, value investor extraordinaire Seth Klarman (MBA ’82), president of The Baupost Group in Boston, cautiously pursued buying... View Details

Keywords: Roger Thompson; Finance

Fast Answer

Alternatives to Bloomberg

market data. You can also search our help content for more targeted suggestions based on the type of information you are looking for (commodities, fundamentals, corporate debt, futures, etc.) View Details

15 Sep 2003
Research & Ideas

The Lessons of New-Market Disruption

backing, the thing is never going to happen." In choosing a target market for Aurora, the team was guided by d'Arbeloff's financial expectations for the new division; Aurora's initial revenue... View Details

Keywords: by Clark Gilbert; Technology

J. Chadbourn Bolles

created an impressive record of market value growth and appreciation. His foresight in targeting the international market enabled Chadbourn to continue to post sales increases... View Details

Keywords: Fabric & Apparel

21 Apr 2003
Research & Ideas

Will American Brands Be a Casualty of War?

to recruit the best distributors, and to capture market share from weaker, local competitors. Selling the American dream has paid off handsomely. Eight of the ten most valuable brands in the world, according to the Interbrand consultancy,... View Details

Keywords: by Sean Silverthorne

01 Sep 2015
News

Case Study: Golden Ticket

propositions to a new customer base. —Cindy Park (PLDA 12, 2013) Stay with the current target market and own it—don’t be distracted by other rabbits to chase. —Peter Anderson (MBA 1981) According to the... View Details

Publications