Targeted Marketing - Publications - Faculty & Research

21 Jul 2003
Research & Ideas

Don’t Get Buried in Customer Data—Use It

top players' market share declined more than 10 percent. Not surprisingly, many executives' faith in CRM has waned. In a 2001 Bain & Co. survey of the 25 most popular management tools, CRM was ranked near the bottom. In a follow-up... View Details

Keywords: by Jean Ayers

15 Nov 2020
News

Podcasts Engage New Audiences with HBS

criticism of its early social media marketing campaign targeting teens. Then Toffel, who is the Senator John Heinz Professor of Environmental Management, poses a tough question: “What should JUUL do now,... View Details

01 Mar 2014
News

Insight: Yenball

by Dan Morrell Perhaps the biggest free agent target in major league baseball this off-season was 25-year-old Masahiro Tanaka, a pitcher in the Japanese professional league with a devastating split-finger fastball who made international... View Details

Keywords: Morrell, Daniel; Masahiro Tanaka; Hideki Matsui; Isao Okada; business of sports; Arts, Entertainment

23 Dec 2002
Research & Ideas

Partnering and the Balanced Scorecard

employees through the Balanced Scorecard). Customer measures for the strategy included share of market among consumers in the targeted segments and a mystery shopper score to capture whether the desired... View Details

Keywords: by Robert S. Kaplan & David P. Norton

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

29 May 2001
Research & Ideas

How Technological Disruption Changes Everything

disrupted. At a plenary session at the HBS Global Alumni Conference 2001, Christensen expanded on the work highlighted in his 1997 book, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. Disruptive technologies such as the personal computer have... View Details

Keywords: by Sean Silverthorne; Health

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

04 Feb 2016
News

From Super Bowl to STEM Bowl

families. Led by Santa Clara University professor Juan Montermoso (DBA 1977), a member of the Community Partners team, SCU business students developed plans to engage area technology firms as partners or sponsors as well as create a View Details

9 AM – 10 AM EDT, 23 Oct 2019
HBS Online

HBS Online Leading with Finance

Gain a deep understanding of the principles of finance - a toolkit for making smart financial decisions and the confidence to communicate those decisions to key stakeholders. Program Dates: October 23, 2019 - December 4, 2019 View Details

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

09 Jun 2009
First Look

First Look: June 9

also accounts reasonably well for the large gyration in stock prices over this period. Finally, the endogenous adoption mechanism plays a significant role in amplifying other shocks. Download the paper: http://www.hbs.edu/research/pdf/09-134.pdf Farsighted Stability... View Details

Keywords: Martha Lagace

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

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

Profile

Micah Macfarlane

Micah Macfarlane tries to make every career decision to make the greatest difference in the most lives. Before HBS, Micah worked in global health – expanding access to quality care and, especially, affordable medicines. "I worked to solve View Details

Keywords: Healthcare/Biotech; Manufacturing/Energy; Nonprofit/Government/Education

22 Jul 2014
First Look

First Look: July 22

whether to locate a packaging industry new business in his native Malawi or in the larger market of Nigeria is examined. Conflicting opinions on the case are offered by businesspeople with experience in Africa. Publisher's link:... View Details

Keywords: Sean Silverthorne

01 Jan 2008
News

Anand G. Mahindra, MBA 1981

utility vehicles and tractors for the Indian market in the 1950s. Today, it is a $6.6 billion enterprise involved in many activities, including information technology, logistics, infrastructure development, and financial services, as well... View Details

03 Dec 2015
Op-Ed

How "New Nuclear" Power Could Save the Planet—If Regulators Would Allow It

Leaders from some 150 nations have convened in Paris this week for the COP21 conference with a singular goal: to fight the global threat of climate change. Each of them have brought to Paris their own national plan for reducing greenhouse gas emissions that drive... View Details

Keywords: by Joseph Lassiter; Energy

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

14 Aug 2007
First Look

First Look: August 14, 2007

activism are high for the subset of targets that are acquired ex-post, but not detectably different from zero for targets that remain independent a year after the initial activist request. Announcement... View Details