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  • All HBS Web  (678)
    • News  (74)
    • Research  (533)
    • Events  (3)
    • Multimedia  (3)
  • Faculty Publications  (330)

Show Results For

  • All HBS Web  (678)
    • News  (74)
    • Research  (533)
    • Events  (3)
    • Multimedia  (3)
  • Faculty Publications  (330)
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  • 14 Dec 2007
  • Op-Ed

When Your Product Becomes a Commodity

segments. Marketers can focus on providing applications expertise for less price-sensitive customer segments for whom the product is still important. However you approach commoditization, try to innovate at... View Details
Keywords: by John Quelch
  • November 2015 (Revised February 2016)
  • Supplement

Allianz Turkey: Focus on the Customer (B)

By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details
Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey
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Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (B)." Harvard Business School Supplement 316-094, November 2015. (Revised February 2016.)
  • June 2003
  • Module Note

Managing Segments-Module Note

By: Das Narayandas
Describes the Managing Segments module of the Business Marketing course. View Details
Keywords: Marketing; Curriculum and Courses; Business Education
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Narayandas, Das. "Managing Segments-Module Note." Harvard Business School Module Note 503-070, June 2003.
  • October 1990 (Revised August 2009)
  • Case

Cambridge Software Corporation

Cambridge Software Corp. must decide whether or not to offer multiple versions of a new software product. The firm has identified five market segments for the software and is deciding which, if any, of three product versions (a high end "industrial" version, a... View Details
Keywords: Software; Decision Making; Product Marketing; Information Technology Industry
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Dhebar, Anirudh S. "Cambridge Software Corporation." Harvard Business School Case 191-072, October 1990. (Revised August 2009.)
  • November 2006
  • Article

Find Your Sweet Spot

By: Rob Markey, Gerard Du Toit and James Allen
Charged with extending their unit’s product lines and boosting top-line growth over the next three years, product managers at one global consumer goods company wanted to identify the most attractive customer segments to target and how best to reach them. So they turned... View Details
Keywords: Marketing Strategy; Customers; Segmentation
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Markey, Rob, Gerard Du Toit, and James Allen. "Find Your Sweet Spot." Harvard Management Update 11, no. 11 (November 2006): 3–6.
  • January 2015 (Revised October 2016)
  • Case

onefinestay: Building a Luxury Experience in the Sharing Economy

By: Jill Avery, Anat Keinan and Liz Kind
onefinestay was a two-sided marketplace that offered high-end home rentals to travelers who sought a more authentic and local experience than a typical upscale hotel might provide. After five years of rapid growth, it was time to do a comprehensive analysis of the... View Details
Keywords: Luxury Goods; Brand Building; Brand Management; Hospitality; Hotels; Digital Marketing; Brand Positioning; Luxury Service; Airbnb; Sharing Economy; Collaborative Consumption; Disruptive Business Model; Travel; Alternatives To Hotel; Branding; Customer Service; Exceeding Consumer Expectations; Client Acquisition; Reputation Management; Word Of Mouth; 2-way Business Model; Marketing; Marketing Strategy; Brands and Branding; Luxury; Disruption; Business Model; Entrepreneurship; E-commerce; Accommodations Industry; Tourism Industry; Travel Industry; United Kingdom
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Avery, Jill, Anat Keinan, and Liz Kind. "onefinestay: Building a Luxury Experience in the Sharing Economy." Harvard Business School Case 515-072, January 2015. (Revised October 2016.)
  • May 2003 (Revised November 2005)
  • Case

Marks & Spencer: The Phoenix Rises

By: Joseph L. Bower
The great U.K. retailer fell on hard times in 1998. In 2001, a new CEO was recruited who appears to have succeeded in turning around this world-renown company. This case examines the steps he took (strategic, structural, and recruiting key people) and highlights a... View Details
Keywords: Global Strategy; Recruitment; Leadership Development; Crisis Management; Supply and Industry; Business Strategy; Competitive Strategy; Segmentation; Retail Industry
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Bower, Joseph L. "Marks & Spencer: The Phoenix Rises." Harvard Business School Case 303-096, May 2003. (Revised November 2005.)
  • August 2023 (Revised September 2023)
  • Case

Zegna

By: Rohit Deshpandé, Dante Roscini and Elena Corsi
In 2023, the Italian luxury Zegna brand, traditionally known for formal menswear, was refocusing towards leisure wear, following a recent consumer trend. Such a move exposed the brand to more competition, in a segment where perhaps its made-in-Italy feature was less of... View Details
Keywords: Marketing Strategy; Product Marketing; Product Positioning; Luxury; Competition; Fashion Industry; Italy
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Deshpandé, Rohit, Dante Roscini, and Elena Corsi. "Zegna." Harvard Business School Case 524-021, August 2023. (Revised September 2023.)
  • October 1995
  • Case

Robert Mondavi Corporation

By: Ray A. Goldberg and Thomas N. Urban Jr
As the Mondavi Corp. moves from a private to a public company and increases the number of types of wine it sells, how does it position itself in various segments of the market and what brand and distribution system is most important? View Details
Keywords: Globalized Markets and Industries; Brands and Branding; Distribution; Product Positioning; Going Public; Expansion; Change; Food and Beverage Industry
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Goldberg, Ray A., and Thomas N. Urban Jr. "Robert Mondavi Corporation." Harvard Business School Case 596-031, October 1995.
  • December 2015
  • Case

The Hain Celestial Group

By: David E. Bell, José B. Alvarez, James Weber and Mary Shelman
Hain Celestial manufactured natural and organic food and personal care products to be sold to retailers of these products. The company had grown successfully and profitably through acquisitions and organically for two decades. In late 2015, Hain faced challenges on... View Details
Keywords: Agribusiness; Strategy; Marketing; Consumer Products Industry; United States
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Bell, David E., José B. Alvarez, James Weber, and Mary Shelman. "The Hain Celestial Group." Harvard Business School Case 516-007, December 2015.
  • May 2018
  • Supplement

Prime Minister Shinzo Abe – Speech on Womenomics in Japan: Opening Address to the World Assembly of Women, Tokyo, August 28, 2015

By: Boris Groysberg
This video supplement is a lightly edited 2015 speech by Japanese prime minister Shinzo Abe in which he describes Womenomics--policies and aspirations to promote greater economic participation by Japan's women, thereby promoting economic growth, greater work/life... View Details
Keywords: Gender Equality; Japan; Leadership; Government-business Relations; Shinzo Abe; Economic Growth; Aging Society; Womenomics; Abenomics; Labor Market Discrimination; Workplace Culture; Women And Leadership; Change Management; Leading Change; Gender; Business and Government Relations; Growth and Development; Employment; Working Conditions
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Groysberg, Boris. "Prime Minister Shinzo Abe – Speech on Womenomics in Japan: Opening Address to the World Assembly of Women, Tokyo, August 28, 2015." Harvard Business School Multimedia/Video Supplement 418-722, May 2018.
  • November 2004 (Revised July 2006)
  • Case

Patrimonio Hoy

By: Arthur I Segel, Michael Chu and Gustavo Herrero
Patrimonio Hoy is a program targeting the housing needs of the low-income population by CEMEX, a major Mexican company and a leading global cement producer. Originally conceived as a project to understand the customers in the self-construction segment better, a major... View Details
Keywords: Housing; Construction; Product Design; Globalized Firms and Management; Microfinance; Income; Market Entry and Exit; Emerging Markets; Entrepreneurship; Construction Industry; Mexico
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Segel, Arthur I., Michael Chu, and Gustavo Herrero. "Patrimonio Hoy." Harvard Business School Case 805-064, November 2004. (Revised July 2006.)
  • May 2013
  • Case

Launching Krispy Natural: Cracking the Product Management Code

By: Frank V. Cespedes and Heather Beckham
Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details
Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States
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Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code." Harvard Business School Brief Case 913-574, May 2013.
  • October 2018
  • Case

BreezoMeter: Making Air Pollution Data Actionable

By: Frank V. Cespedes, Allison M. Ciechanover and Margot Eiran
The case focuses on an Israeli startup that provides actionable air pollution data and forecasts. The company has over 50 enterprise customers and its tool reached a million people daily in 67 countries. The co-founders wrestle with which markets and customers to focus... View Details
Keywords: Startups; Entrepreneurship; Business Startups; Pollutants; Analytics and Data Science; Sales; Marketing; Decision Choices and Conditions; Technology Industry; Israel; United States
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Cespedes, Frank V., Allison M. Ciechanover, and Margot Eiran. "BreezoMeter: Making Air Pollution Data Actionable." Harvard Business School Case 819-058, October 2018.
  • January 1996 (Revised April 1996)
  • Case

Digital Imaging in 1995: Opportunities in the Descent to the Desktop

The dramatic shifts of the imaging industry from analog to digital technology is creating emerging markets in 1995. How can a competitor position itself to enter the market successfully? This case describes the key technologies, market segments, competitors, and... View Details
Keywords: Technological Innovation; Innovation Strategy; Competitive Strategy; Consumer Products Industry
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Teisberg, Elizabeth O., and James Leonard. "Digital Imaging in 1995: Opportunities in the Descent to the Desktop." Harvard Business School Case 796-060, January 1996. (Revised April 1996.)
  • March 2011
  • Module Note

Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay

By: David J. Collis
This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation —... View Details
Keywords: Price; Demand and Consumers; Competitive Advantage; Management Analysis, Tools, and Techniques; Market Participation; Segmentation
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Collis, David J. "Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay." Harvard Business School Module Note 711-495, March 2011.
  • 21 Aug 2007
  • First Look

First Look: August 21, 2007

innovating managers will instead segment their markets by the different jobs that customers might use their products for, their probability of success will be much higher. Understanding the job is much more... View Details
Keywords: Martha Lagace
  • July 1994 (Revised January 1997)
  • Case

Steamboat Ski & Resort Corporation

By: Jeffrey F. Rayport
The largest ski resort in Colorado must determine how to select customer segments to focus its promotional and service-delivery efforts. Making segmentation work depends on reordering its pricing policy and "service packages." View Details
Keywords: Marketing Strategy; Service Delivery; Entertainment and Recreation Industry; Colorado
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Rayport, Jeffrey F., Mary E. Callahan, Don Bramley, Katie King, and Hilary Nicholas. "Steamboat Ski & Resort Corporation." Harvard Business School Case 395-019, July 1994. (Revised January 1997.)
  • April 2000
  • Supplement

BRL Hardy: Globalizing an Australian Wine Company

By: Christopher A. Bartlett
Interviews alternating the country subsidiary and corporate headquarters views of Christopher Carson, marketing director of BRL Hardy Europe and Steve Millar, marketing director and CEO of BRL Hardy Ltd. In four segments focusing on the source of... View Details
Keywords: Business Subsidiaries; Business Headquarters; Management Teams; Conflict and Resolution; Agriculture and Agribusiness Industry; Food and Beverage Industry
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Bartlett, Christopher A. "BRL Hardy: Globalizing an Australian Wine Company." Harvard Business School Video Supplement 300-506, April 2000.
  • September 2007 (Revised January 2008)
  • Case

Tata Motors: The Tata Ace

By: Krishna G. Palepu and Vishnu Srinivasan
Considers the strategy and experience of Tata Motors, India's leading commercial truck maker, as it developed a new small commercial vehicle, the Tata Ace. Positioned as a replacement for the three-wheelers that predominated as small commercial vehicles in India, the... View Details
Keywords: Emerging Markets; Product Development; Product; Innovation Strategy; Business Strategy; Marketing Strategy; Auto Industry; India
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Palepu, Krishna G., and Vishnu Srinivasan. "Tata Motors: The Tata Ace." Harvard Business School Case 108-011, September 2007. (Revised January 2008.)
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