Targeted Marketing - Publications - Faculty & Research

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

08 Jul 2021
Blog Post

Managing Sustainable Advantage with Key ESG Co-Founders, Anne-Marie Schoonbeek and Heleen van Poecke

management. “We have decided to start building a product for which there is an urgent need amongst our target customer base as well as a willingness to pay,” said van Poecke. “Needless to say, our medium-term product vision is larger as... View Details

Keywords: Entrepreneurship; Technology

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 Jun 2024
News

Case Study: Ready for an Upgrade

The cofounders know that a marketing campaign would help accelerate their efforts, but with a team of six people (all engineers), they want to be thoughtful about how they might handle the influx of interest that a View Details

Keywords: Jen McFarland Flint; Computer Systems Design and Related Services; Professional Services

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

each knew, not just intuitively, but strategically—and after a time, financially and organizationally—that they had to create a sustainable market for their offerings. If Wedgwood could parachute forward into our time, or if we could go... View Details

Keywords: by Martha Lagace

01 Mar 2017
News

How Deep Brain Stimulation Could Change Medicine

electrodes deliver pulses that spur the release of neurotransmitters, the chemicals that stimulate the neurons that carry messages throughout the brain. This targeted approach gives Bennet hope that Harmoni can benefit not only people... View Details

Keywords: Janelle Nanos

Fast Answer

FIELD Global Immersion Resources: Kenya

Where can I find country, industry and market information and news about Kenya to help me with FIELD Global Immersion? Industry and market research Passport Useful for: consumer-related industry reports... View Details

01 Dec 2011
News

Faculty Research Online

HBS Cases: Lady Gaga What goes into creating the world’s largest pop star? Before her fame hit, Lady Gaga’s manager faced decisions that could have derailed the performer’s career. A new case by Associate Professor Anita Elberse examines the strategic View Details

Keywords: Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Hospitals; Health, Social Assistance

20 Aug 2012
Research & Ideas

The Acquirers

companies would bid more for an acquisition target than would undervalued acquirers—and that overvalued targets would be more willing to accept takeover offers, leading to waves of M&A activity during a... View Details

Keywords: by Kim Girard; Financial Services

18 Mar 2008
First Look

First Look: March 18, 2008

professional relationships may "bridge" the asymmetric information. This bridge may be particularly strong if both firms were financed by the same venture capital firm. Third, geographic proximity may also reduce the asymmetric information between a View Details

Keywords: Martha Lagace

11 Jun 2001
Research & Ideas

E-Commerce Unplugged

In this excerpt, Nohria and Leestma outline the challenges and rewards awaiting businesses that target the mobile-commerce customer. The best place to start? Develop a thorough knowledge of consumer behavior.The race for dominance in... View Details

Keywords: by Nitin Nohria & Marty Leestma

27 Jun 2024
Research & Ideas

Gen AI Marketing: How Some 'Gibberish' Code Can Give Products an Edge

into favoring their own products by adding a carefully crafted short text sequence to online product descriptions. The study explores whether marketers “can game these models to get the answers that they are seeking to advantage their own... View Details

Keywords: by Ben Rand; Technology

21 Jan 2021
News

New Menu

imports 90 percent of its food supply, considered the uncertainties climate change is introducing into the global food market and set a target of fulfilling 30 percent of its nutritional needs domestically... View Details

21 Apr 2008
Research & Ideas

The New Math of Customer Relationships

been reminded of it in various ways. First, of course, there are those organizations known to us that use the ideas for a range of purposes, all the way from guiding their marketing and service efforts to providing a cornerstone for their... View Details

Keywords: by Sean Silverthorne

04 May 2023
Blog Post

Sustainability: Career Advice from HBS Career Coach Hillary Mann

about what you were doing before joining HBS and what inspired you to join the Career & Professional Development (CPD) team. Before coming to HBS, I lived in New York City where I worked in integrated marketing for VH1. During my time... View Details

23 Jun 2021
Research & Ideas

One More Way the Startup World Hampers Women Entrepreneurs

discouragement and stick it out in the marketplace. “They are likely to keep putting effort into it,” says Koning. “In essence, they are getting a better sample to estimate their product’s potential.” Entrepreneurs need feedback from their View Details

Keywords: by Michael Blanding

17 Sep 2001
Research & Ideas

Is There Help for the Big Ticket Buyer?

important buying episodes. JCR has had a significant effect on the teaching and research directions of marketing departments and on the marketing strategies of major consumer product firms. My vision of... View Details

Keywords: by Max H. Bazerman

09 Aug 2004
Research & Ideas

A Diagnostic for Disruptive Innovation

revisit another. But the goal remains the same: Find the option that can set your company on the path to disruptive growth. Customer Diagnostic This diagnostic assesses customers in order to identify "disruptable" market... View Details

Keywords: by Scott D. Anthony, Mark W. Johnson & Matt Eyring

20 Aug 2024
Book

Why Competing With Tech Giants Requires Finding Your Own Edge

This was part of Nike’s strategy to blend digital technology with its physical products, fostering a fitness and wellness ecosystem. Nike soon realized, however, that its market position in the FuelBand was not defensible. The wearable... View Details

Keywords: by Feng Zhu; Technology; Information Technology

17 Mar 2015
Research & Ideas

Where Did My Shopping Mall Go?

other place where you are seeing malls thrive is at the high end. The luxury malls, what the industry calls A-class malls, are doing very, very well. It's the B- and C-class malls that are in trouble. These malls are targeting the... View Details

Keywords: by Sean Silverthorne; Retail

Publications