Startup Marketing - Publications - Faculty & Research

01 Oct 1996
News

Lasting Impressions

wonderful businessmen who were very good role models. I loved the idea of marketing and serving customers, and I planned to go to business school right after college. My father talked me into going to law school first, but after I... View Details

Keywords: Deborah E. Blagg

12 Oct 1999
Research & Ideas

Throwing Your Opponent: Strategies for the Internet Age

Navigator 1.0 part of a whole package of Internet tools, it sidestepped the competition by offering its product as a stand-alone browser. By also distributing Navigator over the Web and using a new pricing model that essentially made it free, the View Details

Keywords: by Daniel Penrice

Web

Modern Corporate Strategy: Revitalizing the Corporation - Course Catalog

Uncertain, Complex, Ambiguous), far more value is created by companies like Amazon, Meta, and Alphabet that develop entirely novel business models than by entrenched incumbents, such as P&G or Ford, which struggle to eke out market share... View Details

05 May 2022
News

Like-Minded

Seki. “We want to prove that we can maximize the return by installing ESG thinking in younger companies and, hopefully, nurture global startups from Japan.” In a Japanese business culture still widely dominated by men, gender has proven... View Details

02 Mar 2023
News

Carbon's Second Act

cofounder and CEO of Ocochem, a startup developing an electrochemical process to turn carbon dioxide into formic acid. Now, formic acid is not something most people are familiar with, but it's a pretty important chemical compound. It's... View Details

09 Sep 2014
First Look

First Look: September 9

assessing the startup health care company's 2014 marketing plan. On December 31, 2013, Vaxess had obtained an exclusive license to a series of patents for a silk protein technology that, when added to... View Details

Keywords: Sean Silverthorne

01 Mar 2023
News

The Latest Model

people who make their living studying things like monetary policy and market design? So she called her old friend and colleague, Stephanie Hurder (PHDBE 2013), who was ready for a change after spending three years at Boston Consulting... View Details

Keywords: Alexander Gelfand; blockchain; cryptocurrency; economic models; innovation; consulting; Management, Scientific, and Technical Consulting Services; Professional Services

01 Dec 2019
News

The Race Against Resistance

with the rise of antibiotic-resistant superbugs. “We are approaching a cliff,” says Anna Diaz Triola (MBA 2000), vice president of marketing at Summit Therapeutics in Cambridge, Massachusetts, which is part of a cohort of small pharma... View Details

Keywords: Lisa Scanlon Mogolov

November 2022
Case

Chêne Bleu: Caught in the Trade Tariff Crossfire

By: Dante Roscini, Elena Corsi and Daniela Beyersdorfer

A French wine estate faced a 25% tariff on its U.S. exports following a multi-decade-long EU-U.S. trade dispute in the aerospace industry. View Details

Keywords: Trade; Globalized Markets and Industries; Business Startups; Business Strategy; Expansion; Family Business; Distribution; Agribusiness; Taxation; Agriculture and Agribusiness Industry; Food and Beverage Industry; Aerospace Industry; France; United States; Europe

Citation

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Credential of Digital Innovation and Strategy | HBS Online

Introduction to Credential of Digital Innovation and Strategy This Credential Includes Leading in the Digital World, Design Thinking and Innovation, Digital Marketing Strategy, and Winning with Digital Platforms + team activities and a... View Details

01 Sep 2015
News

The Business of Love

Women nominate their male friends for the service; men can’t peruse the women’s profiles without that endorsement. In a conference room at startup accelerator MassChallenge in Boston, Ken Deckinger is running a focus group entirely... View Details

Keywords: April White

01 Sep 2009
News

E Ink’s Wild Ride

everything from R&D and manufacturing to marketing (the company also owns a small plant in South Hadley, Massachusetts). That vision, which Wilcox attributes to MIT professor Joe Jacobson, was nothing less than the ability to hold all of... View Details

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

04 Feb 2022
Blog Post

Energy and Cleantech: Career Advice from the Career & Professional Development Office

opportunity to represent HBS in markets around the world by building new relationships and connecting students with employment opportunities. More recently, the Energy and Cleantech industries were added to my employer relations and... View Details

01 Mar 2023
News

Clearing the Air

markets are going to bear. That’s the core challenge. Can we find solutions that can scale quickly enough to start allowing us to make some headway against CO2 emissions and do it at a cost point that’s going to work in the marketplace?... View Details

Keywords: April White and Dan Morrell; Illustrations by Richard Borge

01 Nov 2024
In Practice

Layoffs Surging in a Strong Economy? Advice for Navigating Uncertain Times

situation many tech firms grapple with. His statement, “We do not do layoffs to cut costs,” is a clearer message for employees who see the staffing up as well as the laying off, especially in light of the vast sums tech companies are putting into their race for AI... View Details

Keywords: by Rachel Layne; Technology; Information Technology

March 2021
Case

Astralis Group: Determining a Brand Strategy

By: Benjamin C. Esty, Mette Fuglsang Hjortshoej and Emilie Billaud

After launching a Danish esports company in July 2019, and going public in December 2019 with multiple brands associated with different games, the Astralis leadership team was contemplating a shift to a single, corporate brand. While the original arguments for... View Details

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06 Aug 2012
News

Social Media on Fire

Keywords: News, Library, Internet, and Other Services; Information

16 Jan 2020
News

Hitting the High Notes

human capital management expert and NY Times best-selling author of Building a Magnetic Culture, as the featured speaker at its monthly North Shore Interest Group (NSIG) Breakfast Club gathering on January 9. “Whether you’re a startup or... View Details

Keywords: Margie Kelley

Web

Bringing a Taste of Japan to the World - Global Activities 2020

start of an unexpected educational journey. With a background in artificial intelligence and finance, Sasago thought launching a software or fintech startup might be in his future. But shortly after arriving on campus in 2018, he... View Details

01 Sep 2018
News

An SUV Built for African Roads—by African Workers

African continent and import taxes are exorbitant, prices can run sky-high—to the tune of US$80,000 for a 2011 Toyota Land Cruiser, for instance. To address these problems, Nairobi-based startup Mobius Motors has reimagined an affordable... View Details

Keywords: Amy Yee

Publications