Go To Market Strategy - Publications - Faculty & Research

May 2017 (Revised August 2021)
Case

Mavi: Fashioning a Path to Brand Growth

By: Jill Avery and Gamze Yucaoglu

This case examines the strategic choices and business model with regards to branding at Mavi, a leading Turkish apparel retailer. The case is presented from the perspective of the company CEO and its global brand director who is also part owner. In 2015, Mavi had sales... View Details

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December 2024
Case

AC Milan

By: Anita Elberse

In April 2024, Giorgio Furlani is nearing the end of his first full season as chief executive officer of Italian soccer club AC Milan. A Harvard Business School Class of 2007 graduate with a finance background, Furlani was appointed by RedBird Capital Partners’ founder... View Details

Keywords: Sports; Soccer; Football; Entertainment; Media; Talent Management; Superstars; Marketing; Strategy; General Management; Mergers and Acquisitions; Leadership; Business Strategy; Competitive Strategy; Business or Company Management; Sports Industry; Milan

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September 2011
Module Note

Orientation to Leadership Intelligence Days, 2011

By: Joshua D. Margolis and Anthony J. Mayo

Julie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit and there is a desire to... View Details

Keywords: Budgets and Budgeting; Borrowing and Debt; Investment Return; Resource Allocation; Marketing Communications; Marketing Strategy; Consumer Behavior; Online Technology; Beauty and Cosmetics Industry

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08 Sep 2014
Research & Ideas

The Strategic Way To Hire a Sales Team

Google and Groupon, for instance, a higher percentage of employees work in sales than engineering or data mining. And at Facebook the salesforce's ability to translate 'likes' into advertisers will make or break that company's valuation... View Details

Keywords: by Carmen Nobel

22 Mar 2024
Blog Post

Driving Impact in Emerging Markets with HBS Alum Nneka Chime (MBA 2015)

leveraging MBA internships and exposure to various industries that HBS provided. However, she knew creating opportunities in emerging markets was a stronger calling. “Facing inequality and poverty can be... View Details

2020
Working Paper

The Effects of Information on Credit Market Competition: Evidence from Credit Cards

By: C. Fritz Foley, Agustin Hurtado, Andres Liberman and Alberto Sepulveda

We show empirically that public credit information increases competition in credit markets. We access data that cover all credit card borrowers in Chile and include details about relationship borrowers have with each lender. We exploit a natural experiment whereby a... View Details

Keywords: Consumer Credit; Financial Intermediaries; Credit; Information; Competition; Credit Cards; Financial Institutions

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June 2011
Case

CA Technologies: Bringing the Cloud to Earth

By: Marco Iansiti and Kerry Herman

Adam Famularo, general manager, Cloud Computing business, CA Technologies, and David Dobson, WVP and group executive, Customer Solutions Group, were preparing for a presentation on communicating and positioning CA Technologies' new strategy for cloud computing.... View Details

Keywords: Disruptive Innovation; Product Positioning; Expansion; Internet and the Web; Technology Adoption

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2011
Case

China Merchants Bank in Transition

By: F. Warren McFarlan, Guoqing Chen and Ziqian Zhao

This case depicts China Merchants Bank's second strategic transformation. In the 90's, China Merchants Bank creatively introduced an all-in-one-card and an all-in-one-net based on IT systems and network, enabling itself to expand nationwide. By successfully entering... View Details

Keywords: Commercial Banks; Credit Cards; Strategy; Transformations; Information Technology; Banking Industry; China

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April 2014 (Revised July 2017)
Case

The Tate's Digital Transformation

By: Jill Avery

John Stack was the visionary Head of Digital Transformation at the Tate, a collection of four major art galleries in the UK, including Tate Modern, the most visited gallery devoted to modern and contemporary art in the world. Stack was the architect of the Tate's... View Details

Keywords: Digital; Marketing Communication; Non-profit Management; Marketing; Marketing Strategy; Nonprofit Organizations; Social Media; Entertainment and Recreation Industry; Tourism Industry; United Kingdom

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19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

campaign had been Photoshopped—information that also tore across the Web. What should marketers do in situations like this? Maybe nothing. "One strategy that brand managers pursue is View Details

Keywords: by Carmen Nobel; Advertising

February 2013 (Revised May 2013)
Case

Juan Valdez: Innovation in Caffeination

By: Michael I. Norton and Jeremy Dann

Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The... View Details

Keywords: Innovation; Branding; Global Business; Sales; Marketing; Retailing; Corporate Strategy; Organizational Change; Corporate Entrepreneurship; Brands and Branding; Innovation and Invention

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September 2015 (Revised July 2016)
Case

Turkish Airlines: Widen Your World

By: Juan Alcácer and Esel Çekin

This case tracks Turkish Airlines' transition from regional player to global powerhouse. With an order for 212 aircraft in the first half of 2013, the airline had moved to double its size and become one of the industry's top-ten players. Growing its fleet would allow... View Details

Keywords: Strategy; Operational Complexity; Capacity Constraints; Profitable Growth; Subsidiary Management; Externalities; Emerging Market; Globalized Firms and Management; Competition; Air Transportation; Alliances; Corporate Strategy; Emerging Markets; Growth and Development Strategy; Air Transportation Industry; Turkey

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2008
Working Paper

The Flattening Firm and Product Market Competition: The Effect of Trade Liberalization

By: Maria Guadalupe and Julie Wulf

This paper establishes a causal effect of competition from trade liberalization on various characteristics of organizational design. We exploit a unique panel dataset on firm hierarchies (1986-1999) of large U.S. firms and find that increasing competition leads firms... View Details

Keywords: Trade; Managerial Roles; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Business Strategy; Competitive Strategy

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March 2008
Article

When Growth Stalls

By: Matthew S. Olson, Derek C. M. van Bever and Seth Verry

This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. An abrupt and lasting drop in revenue growth is a crisis that can strike even the... View Details

Keywords: Growth Strategy; Revenues; Crisis Management; Revenue; Growth and Development Strategy

January 2019 (Revised October 2019)
Case

Rural Taobao: Alibaba's Expansion into Rural E-Commerce

By: Tarun Khanna, Ryan Allen, Adam Frost and Wesley Koo

Alibaba's Rural Taobao initiative had been launched in 2014 as a public service initiative to increase e-commerce adoption in China’s remote rural areas. In the first two iterations of the initiative, dubbed “1.0” and “2.0,” Alibaba had partnered with local businesses... View Details

Keywords: Strategy; Business Growth; Ecommerce; Corporate Social Responsibility; Business And Government; Emerging Market; Digital Platforms; Internet and the Web; Emerging Markets; Rural Scope; Growth and Development Strategy; Competitive Strategy; Corporate Social Responsibility and Impact; Business and Government Relations; Decision Making; E-commerce; China

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05 Jul 2006
Working Paper Summaries

What’s Law Got to Do with It: A Systems Approach to Management

Keywords: by Constance E. Bagley; Legal Services

November–December 2024
Article

How to Avoid the Agility Trap

By: Jianwen Liao and Feng Zhu

Agility is all the rage in strategy circles these days. According to conventional wisdom, organizations should rapidly react to technological advances, new market dynamics, and shifting consumer preferences. But in practice this is nearly impossible to pull off,... View Details

Keywords: Organizational Change and Adaptation; Competitive Advantage; Growth and Development Strategy; Business Model

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14 Dec 2021
News

What Options do Building Owners Have to Mitigate Extreme Weather Events?

February 2016 (Revised May 2016)
Case

Dinr: My First Start-up (A)

By: Shikhar Ghosh and Kristina Maslauskaite

In May 2012, a young employee at Google's London office, Markus Berger, was thinking whether he should quit his job and go after his dream of becoming an entrepreneur. Berger's idea was to create Dinr, a company that would offer an upscale food ingredient delivery... View Details

Keywords: Exit Strategy; Startup; Start-up; Business Exit or Shutdown; Business Startups; Entrepreneurship; Food

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