Segmentation - Publications - Faculty & Research

14 Feb 2017
First Look

First Look at New Research: February 14

commercial product. Wanberg and his team narrowed down the relevant market to three main segments: creative professionals, working professionals, and students. However, these segments were seemingly at odds with each other in terms of... View Details

Keywords: Sean Silverthorne

18 Dec 2012
First Look

First Look: December 18

develop new processes and priorities appropriate to the market segment needs, but he couldn't help but wonder whether it would continue as a stand-alone unit or he would need to reintegrate it into the mainline business. He also was... View Details

Keywords: Carmen Nobel

29 Jun 2007
First Look

First Look: June 29, 2007

market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its profit. The open source developers make product... View Details

Keywords: Martha Lagace

01 May 2007
First Look

First Look: May 1, 2007

strategic choices: geographic expansion, continued product innovation, serving MFIs outside of the OI network, and new distribution mechanisms to reach market segments beyond MFIs. Wholly owned by faith-based nonprofit OI, MIA must also... View Details

Keywords: Sean Silverthorne

March 2016
Case

IC Group A/S

By: John R. Wells and Gabriel Ellsworth

IC Group owned several of Scandinavia's leading premium fashion brands. How should it respond to the decline of its primary wholesale distribution channels (independent fashion boutiques and department stores)? Should it open more physical stores or focus on... View Details

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23 Sep 2014
First Look

First Look: September 23

hospital system in U.S. The hospital was inaugurated in February 2014, but there were open questions related to pricing of the procedures and the related target patient segment and volumes. Also, HCCI senior management realized the need... View Details

Keywords: Sean Silverthorne

23 Jun 2009
First Look

First Look: June 23

2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial venture which, in its quest for growth, faces significant challenges including the following: developing market View Details

Keywords: Martha Lagace

Web

1.18 Field Global Capstone | MBA

provider. The allowance amount in the portal is intended to cover the cost of one economy class round-trip ticket (Boston to and from the immersion city, aligned with program dates), taxes and booking fees. A student does not have to return to Boston. Note that... View Details

01 Dec 1999
News

A Class Act

and leading to segmentation of the notes in 1991. Thus, for the past eight years, three versions of the notes have been published and sent to the appropriate classes. Technology may soon come to the rescue, however. At present, alumni may... View Details

Keywords: Nancy O. Perry

31 Jul 2012
First Look

First Look: July 31

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

Keywords: Carmen Nobel

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

humility. Multinationals want to exploit the tremendous opportunities in emerging markets, but they need to carefully evaluate the extent to which they have the local knowledge and capacity to fully exploit those opportunities. Segmenting... View Details

Keywords: by Martha Lagace

02 Oct 2015
News

The ‘F’ Word

to enroll at a local university. University was the bridge to who I am today. Frank Magwegwe (AMP 185, 2013) Segment Head, Momentum Retail A dream grounded I’ve been intrigued by aviation since childhood. After HBS I spent several years... View Details

Keywords: Walt Disney Studios

19 Apr 2011
First Look

First Look: April 19

the firm's predictions. Students develop programs to reduce churn post hoc and then reengineer the company's marketing, selling, and customer relationship management processes to manage churn proactively through market segmentation and... View Details

Keywords: Sean Silverthorne

01 Sep 2009
News

E Ink’s Wild Ride

newfound commitment to employee training resulted in E Ink University, with courses offered in Six Sigma, lean manufacturing, and project management. “We absolutely expect that others will figure out ways to create a competitive product,” Wilcox says. “When you have 99... View Details

Keywords: Julia Hanna; e-books; e-reading; News, Library, Internet, and Other Services; Information; Computer and Electronic Product Manufacturing; Manufacturing

20 Jan 2017
Research & Ideas

Here’s How Businessman Trump Is Likely to Approach the Presidency

marketing in the world of commerce. In politics, you need majority support or at least a plurality to be successful. In commerce, you can be highly profitable as a niche brand appealing to a narrow segment of the population. In fact,... View Details

Keywords: by Christina Pazzanese

19 May 2022
News

Leading to Salvation

interacted with it...I wanted to take the chapel and make it a public space." Bob Ryan: The funeral home was in a very rundown building. If you segment the African American market, you had people who couldn’t really afford to pay for a... View Details

10 Mar 2015
Research & Ideas

The Surprising Winners and Losers in the Retail Revolution

opportunities for new and creative concepts. Related to this, the consumer need for convenience will continue to explode and retailers will need to find solutions that solve problems for time-starved customers. While online retail of groceries doesn't generally have... View Details

Keywords: by Sean Silverthorne; Retail

15 Apr 2008
First Look

First Look: April 15, 2008

other words, how can Montague balance the need to look like a regular bicycle in order to achieve legitimacy with the need to signal value by looking different? What market segment should Montague be targeting-customers looking... View Details

Keywords: Martha Lagace

06 Feb 2018
First Look

First Look at New Research and Ideas: February 6, 2018

(B2C) industries (i.e., those that sell primarily to consumers). We find that the supply chain economy is a distinct and large segment of the economy, with a mix of manufacturers and more importantly service providers. Supply chain... View Details

April 2021
Teaching Note

Drinkworks: Home Bar by Keurig

By: Sunil Gupta and Jonathan Levav

Teaching Note for HBS Case No. 521-010. In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch... View Details

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First Look at New Research: February 14

First Look: December 18

First Look: June 29, 2007

First Look: May 1, 2007

IC Group A/S

First Look: September 23

First Look: June 23

1.18 Field Global Capstone | MBA

A Class Act

First Look: July 31

Strategy and Execution for Emerging Markets

The ‘F’ Word

First Look: April 19

E Ink’s Wild Ride

Here’s How Businessman Trump Is Likely to Approach the Presidency

Leading to Salvation

The Surprising Winners and Losers in the Retail Revolution

First Look: April 15, 2008

First Look at New Research and Ideas: February 6, 2018

Drinkworks: Home Bar by Keurig