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Show Results For
- All HBS Web
(7,513)
- People (6)
- News (844)
- Research (5,968)
- Events (8)
- Multimedia (31)
- Faculty Publications (4,651)
- 2013
- Chapter
Market Imperfections and Sustainable Competitive Advantage
By: Felix Oberholzer-Gee and Dennis Yao
This chapter reviews the main theories in strategic management that seek to explain persistent differences in profitability across companies. We argue that these differences are ultimately explained by market imperfections. Studying differences in financial performance... View Details
Keywords: Strategic Management; Market Imperfections; Five Forces Framework; Competitive Advantage; Profit
Oberholzer-Gee, Felix, and Dennis Yao. "Market Imperfections and Sustainable Competitive Advantage." Chap. 12 in Oxford Handbook of Managerial Economics, by Christopher R. Thomas and William F. Shughart II, 262–277. Oxford University Press, 2013.
- 2001
- Book
Cases in Strategic Marketing Management: Business Strategies in Muslim Countries
By: John A. Quelch
Quelch, John A. Cases in Strategic Marketing Management: Business Strategies in Muslim Countries. Upper Saddle River, NJ: Prentice Hall, 2001.
- August 2016 (Revised July 2017)
- Background Note
Brand Portfolio Strategy and Brand Architecture
By: Jill Avery
While companies choose to brand their products and services in many different ways, there are some central tenets that help define an optimal brand portfolio and associated brand architecture. Brand portfolio strategy involves the design, deployment, and management of... View Details
Keywords: Brand Management; Brand Portfolio; Brand Extension; Brand Portfolio Strategy; Brand Architecture; Consumer Behavior; Marketing; Brands and Branding; Marketing Strategy
Avery, Jill. "Brand Portfolio Strategy and Brand Architecture." Harvard Business School Background Note 517-021, August 2016. (Revised July 2017.)
- 2001
- Book
Cases in Strategic Marketing Management: Business Strategies in Latin America
By: Guillermo D'Andrea and John A. Quelch
D'Andrea, Guillermo, and John A. Quelch. Cases in Strategic Marketing Management: Business Strategies in Latin America. Upper Saddle River, NJ: Prentice Hall, 2001.
- January 2020 (Revised July 2020)
- Supplement
MoviePass: The 'Get Big Fast' Strategy
By: Benjamin C. Esty and Daniel Fisher
In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams form related businesses... View Details
Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Business Strategy; Value Creation; Consolidation; Cash Flow; Growth Management; Business Startups; Entrepreneurship; Disruptive Innovation; Mobile Technology; Motion Pictures and Video Industry; Entertainment and Recreation Industry; Advertising Industry; Information Industry; United States
- Research Summary
Putting Patients First: Marketing Strategies for Treating HIV in Developing Nations
It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first half of this paper explores the economics of HIV and... View Details
- February 2016 (Revised April 2019)
- Supplement
InsightSquared: Developing the Sales and Marketing Plan Courseware
By: Mark N. Roberge
These are Excel spreadsheets of Exhibit 3-6 from the InsightSquared: Developing the Sales and Marketing Plan case #816074. View Details
- May 2012
- Case
Evergreen Natural Markets 2012
By: Rosabeth M. Kanter and Paul S. Myers
Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details
Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States
Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
- September 2020 (Revised June 2023)
- Exercise
Artea: Designing Targeting Strategies
By: Eva Ascarza and Ayelet Israeli
This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and targeting. Parts (B),(C),(D) Introduce algorithmic bias. The... View Details
Keywords: Algorithmic Data; Race And Ethnicity; Experimentation; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analytics; Data Analysis; E-Commerce Strategy; Discrimination; Targeted Advertising; Targeted Policies; Targeting; Pricing Algorithms; A/B Testing; Ethical Decision Making; Customer Base Analysis; Customer Heterogeneity; Coupons; Algorithmic Bias; Marketing; Race; Gender; Diversity; Customer Relationship Management; Marketing Communications; Advertising; Decision Making; Ethics; E-commerce; Analytics and Data Science; Retail Industry; Apparel and Accessories Industry; United States
Ascarza, Eva, and Ayelet Israeli. "Artea: Designing Targeting Strategies." Harvard Business School Exercise 521-021, September 2020. (Revised June 2023.)
- January 2014 (Revised March 2015)
- Technical Note
The Market Power of Platform-Mediated Networks
By: Benjamin Edelman
This note provides criteria to evaluate the power of a platform-mediated network. For a company considering building such a network or an investor considering funding such an effort, this analysis reveals the scope and desirability of the opportunity. Meanwhile, for a... View Details
Keywords: Intermediaries; Platforms; Platform Strategy; Business Model; Agreements and Arrangements; Distribution Channels; Networks; Technology Platform; Telecommunications Industry; Travel Industry; Financial Services Industry
Edelman, Benjamin. "The Market Power of Platform-Mediated Networks." Harvard Business School Technical Note 914-029, January 2014. (Revised March 2015.) (request a courtesy copy.)
- March 2019
- Case
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli and David Lane
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
Israeli, Ayelet, and David Lane. "DayTwo: Going to Market with Gut Microbiome." Harvard Business School Case 519-010, March 2019.
- September 2005 (Revised April 2006)
- Background Note
Market Segmentation, Target Market Selection, and Positioning
By: Miklos Sarvary and Anita Elberse
Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. View Details
Sarvary, Miklos, and Anita Elberse. "Market Segmentation, Target Market Selection, and Positioning." Harvard Business School Background Note 506-019, September 2005. (Revised April 2006.)
- Article
Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies
By: Rohit Deshpandé and Rajendra K. Srivastava
Deshpandé, Rohit, and Rajendra K. Srivastava. "Corporate Lobbying as Marketing Communication: Utilizing Multivariate Analysis for Segmentation Strategies." Special Issue on Proceedings of the Second Annual Conference of the Academy of Marketing Science edited by D. K. Hawes and R. Tamilia. Developments in Marketing Science 1 (1978): 128–132.
- January 2013
- Case
Brannigan Foods: Strategic Marketing Planning
By: John A. Quelch and James T. Kindley
The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details
Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry
Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.
- September 2008 (Revised July 2012)
- Case
Khosla Ventures: Biofuels Strategy
By: Joseph B. Lassiter III, William A. Sahlman and Alison Berkley Wagonfeld
By 2008, a number of the firm's early cleantech investments were showing promise, and the companies were starting to need significantly more money to create the massive scale required in the energy sector. As Khosla thought about the hundreds of millions of dollars... View Details
Keywords: Entrepreneurial Marketing; Entrepreneurial Finance; New Product Development; Partnerships; Entrepreneurial Management; Venture Capital; Strategy; Partners and Partnerships; Renewable Energy; Entrepreneurship; Investment Funds; Environmental Sustainability; Product Development; Biotechnology Industry; Financial Services Industry
Lassiter, Joseph B., III, William A. Sahlman, and Alison Berkley Wagonfeld. "Khosla Ventures: Biofuels Strategy." Harvard Business School Case 809-004, September 2008. (Revised July 2012.)
- December 2014
- Article
Location Strategies for Agglomeration Economies
By: Juan Alcácer and Wilbur Chung
Geographically concentrated industry activity creates pools of skilled labor and specialized suppliers, and increases opportunities for knowledge spillovers. The strategic value of these agglomeration economies may vary by firm, depending upon the relative value of... View Details
Keywords: Location Strategies; Location Choices; Agglomeration Economies; Strategy; Value Creation; Geographic Location; Industry Clusters; Microeconomics; Manufacturing Industry; United States
Alcácer, Juan, and Wilbur Chung. "Location Strategies for Agglomeration Economies." Strategic Management Journal 35, no. 12 (December 2014): 1749–1761.
- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
- March 2020
- Technical Note
Influencer Marketing
By: Jill Avery and Ayelet Israeli
Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry
Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
- December 2014
- Article
Second Thoughts About a Strategy Shift
By: Elie Ofek and Jill Avery
A retail guru attempts to reposition an established brand and introduce an entirely new pricing scheme. Early financial results from the strategic shift are not favorable. Based on the experience of U.S. retailer J.C. Penney, the piece raises fundamental questions... View Details
Keywords: Brand Management; Pricing Strategy; Retailing; Leadership; Price; Product Marketing; Brands and Branding; Retail Industry
Ofek, Elie, and Jill Avery. "Second Thoughts About a Strategy Shift." Harvard Business Review 92, no. 12 (December 2014): 125–127.
- September 2021
- Article
Network Interconnectivity and Entry into Platform Markets
By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti
Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within... View Details
Keywords: Network Interconnectivity; Platform Competition; Market Entry; Networks; Digital Platforms; Competition; Market Entry and Exit
Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Information Systems Research 32, no. 3 (September 2021): 1009–1024.