Publications

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18 Oct 2018
Research & Ideas

How to Use Free Shipping as a Competitive Weapon

ablokhin Free shipping is an increasingly important tool in the online retailer's marketing arsenal, but few sellers understand the intricacies of the strategy and are leaving significant profits on the... View Details

Keywords: by Kristen Senz; Retail

2015
Working Paper

Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details

Keywords: Value Creation; Partners and Partnerships; Marketing Strategy; Culture; Banks and Banking

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June 2023 (Revised October 2024)
Teaching Note

Clash of Two Giants Simulation Exercise Teaching Note

By: Feng Zhu

Teaching Note for HBS Case No. 623-092. Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides—consumers and those providing applications or services—need access... View Details

Keywords: Platform Strategy; Customer Acquisition; Technology Platform; Competitive Strategy; Network Effects; Digital Platforms; Management Skills

01 Sep 2009
News

From Bytes to Bites

Silicon Valley a natural fit. It’s a path that worked quite nicely for Thomas, who eventually rose to vice president of marketing at SuccessFactors, a software firm focused on employee performance and View Details

Keywords: Julia Hanna; Food Services and Drinking Places; Hospitality; Management of Companies and Enterprises; Management

July 2012 (Revised July 2015)
Case

Nalli Silk Sarees (A)

By: V.G. Narayanan, Namrata Arora and Vidhya Muthuram

Nalli Silk Sarees Private Limited was a family owned and operated business that retailed Indian ethnic wear. This 83-year-old company had enjoyed impressive growth with a $95 million turnover, a 22-store retail footprint, and had outdone its competitors by being the... View Details

Keywords: Pricing Strategy; Price; Strategy; Family Business; Growth and Development; Brands and Branding; Growth and Development Strategy; Expansion; Competitive Strategy; Apparel and Accessories Industry; India

October 2011 (Revised March 2012)
Case

Cottle-Taylor: Expanding the Oral Care Group in India

By: John A. Quelch and Alisa Zalosh

Brinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern... View Details

Keywords: Forecasting; Budgeting; International Marketing; Product Planning ＆ Policy; Sales Promotions; Marketing Plans; Products; Marketing Strategy; Consumer Behavior; Emerging Markets; Forecasting and Prediction; Advertising; Product Launch; Budgets and Budgeting; Product Development; Consumer Products Industry; Health Industry; India

01 Sep 2010
News

Dare to be Different

everyone else is doing. To be an extraordinary marketer today, you have to do something extraordinary. Something different. Something that a textbook isn’t necessarily View Details

Keywords: Jeff Cruikshank;Youngme Moon; Advertising, Public Relations, and Related Services; Professional Services

October 2018 (Revised August 2019)
Case

Beth Israel Deaconess: Consolidating to Strengthen, or to Stave Off, Competition?

By: Leemore Dafny

In July 2017, CEO Kevin Tabb of Boston's Beth Israel Deaconess Medical Center announced his plan to consolidate 11 Massachusetts hospitals under a common management structure. These hospitals collectively generated $5 billion in patient revenue and 25% of... View Details

Keywords: Beth Israel Deaconess; Lahey; Partners; Health Care; Hospitals; Payers; Providers; Anti-trust; Health Care Regulation; Mergers and Acquisitions; Health Care and Treatment; Market Design; Duopoly and Oligopoly; Negotiation; Consolidation; Competition; Health Industry; Massachusetts; Boston

June 2007
Article

Merchant or Two-Sided Platform?

By: Andrei Hagiu

This paper provides a first pass at clarifying the economic tradeoffs between two polar strategies for market intermediation: the "merchant" mode, in which the intermediary buys from sellers and resells to buyers; and the "two-sided platform" mode, under which the... View Details

Keywords: Merchants; Two-sided Platforms; Intermediaries; Two-Sided Markets; Digital Platforms

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04 Feb 2002
Research & Ideas

How a Juicy Brand Came Back to Life

and corporate temperament.— John Deighton In November 2000, shortly after Triarc sold Snapple to Cadbury Schweppes, I posed those questions to Triarc's top executives: chairman and majority owner Nelson... View Details

Keywords: by John Deighton; Food & Beverage

10 Jun 2013
Research & Ideas

How Numbers Talk to People

transactions. The analyst used the Cox regression model—an approach originally used to determine which patients would die and which would live over certain time periods-of "survival analysis." The analysis discovered that the... View Details

June 2023
Exercise

Clash of Two Giants Simulation Exercise Instructions

By: Feng Zhu and Marco Iansiti

Many markets are organized around platforms that connect consumers with complimentary applications and services. These platforms are two-sided because both sides - consumers and those providing applications or services - need access to the same platform to interact. A... View Details

Keywords: Platform Strategies; Technology Platform; Customer Acquisition; Network Effects; Digital Platforms; Marketplace Matching; Strategy

01 Jun 2012
News

Straight to the Heart

GREENWALD: A savvy, successful approach that combines marketing tactics and psychological insight. Can Rachel win NBC's "Match Off"? Her story: how Rachel met Brad The veteran of several high-level marketing... View Details

Keywords: Julia Hanna; marriage; social media; matchmaking; Personal Services

27 Nov 2023
Blog Post

Creating Emerging Markets Sustainability Series - Opportunities for Green Entrepreneurship in the Face of Policy Inaction

ultimately empty, promises of previous UN conferences looms large. One such promise was made 14 years ago at COP15 in 2009 – a vastly unfulfilled goal by rich nations to channel $100 billion a year to... View Details

01 Jun 2009
News

Too Big To Fail

who the federal government has identified as systemically significant, and one of two things is going to happen,” says Sununu. “Either the market will believe that these firms... View Details

Keywords: Roger Thompson; federal bailouts; Credit Intermediation and Related Activities; Finance

June 2025
Case

Vail Resorts: Responding to Activist Pressure (A)

By: Benjamin C. Esty and Edward A. Meyer

On January 27, 2025, the head of a relatively small hedge fund named Late Apex Partners sent a highly critical letter to the board of directors of Vail Resorts, the world’s largest ski resort operator. In his letter, and the 88-slide presentation that accompanied his... View Details

Keywords: Corporate Finance; Capital Budgeting; Corporate Governance; Competitive Advantage; Competitive Strategy; Leading Change; Valuation; Investment Activism; Climate Change; Management Succession; Financial Management; Risk Management; Business and Shareholder Relations; Sports Industry; Entertainment and Recreation Industry; Travel Industry; United States; Australia; Canada

26 Apr 2024
HBS Case

Deion Sanders' Prime Lessons for Leading a Team to Victory

caught the eye of major brands and led to marketing contracts. Ultimately, Sanders would go on to become one of the only athletes in the world... View Details

Keywords: by Avery Forman; Sports

11 Oct 2010
Research & Ideas

It Pays to Hire Women in Countries That Won’t

similar research in Japan, where he anticipates similar results. "I do think that the strategy may prove successful in numerous labor markets where gender-based, ethnic-based, race-based, or... View Details

Keywords: by Carmen Nobel

December 2022
Supplement

Freelancer, Ltd. Case Supplement

By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes

Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500 companies,... View Details

Keywords: Labor Markets; Freelancers; Change Management; Corporate Entrepreneurship; Globalized Firms and Management; Human Capital; Employment; Digital Platforms; Global Range; Adoption; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Computer Industry; Electronics Industry; Employment Industry; Information Industry; Australia; United States; Philippines