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  • All HBS Web  (407)
    • News  (49)
    • Research  (311)
    • Events  (1)
    • Multimedia  (2)
  • Faculty Publications  (158)

Show Results For

  • All HBS Web  (407)
    • News  (49)
    • Research  (311)
    • Events  (1)
    • Multimedia  (2)
  • Faculty Publications  (158)
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  • October 2022
  • Article

A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts

By: Navid Mojir and K. Sudhir
The paper develops the first structural model of organizational buying to study innovation diffusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,... View Details
Keywords: Organizational Buying Behavior; Healthcare Marketing; B2B Markets; B2B Innovation; New Product Diffusion; New Product Adoption; Organizations; Acquisition; Behavior; Health Care and Treatment; Marketing; Innovation and Invention
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Mojir, Navid, and K. Sudhir. "A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts." Journal of Marketing Research (JMR) 59, no. 5 (October 2022): 883–907.
  • November 2024 (Revised December 2024)
  • Case

Moonfare and the Democratization of Private Equity

By: Victoria Ivashina and Srimayi Mylavarapu
Founded in 2016, Moonfare headquartered in Europe, was a pioneer in the “democratization” of private equity investments. Historically, private equity was accessible only to institutional investors like pension funds, endowments, sovereign wealth funds, and large family... View Details
Keywords: Private Equity; Customers; Wealth; Business Strategy; Segmentation; Technological Innovation; Product Launch; Financial Services Industry; Europe
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Ivashina, Victoria, and Srimayi Mylavarapu. "Moonfare and the Democratization of Private Equity." Harvard Business School Case 225-044, November 2024. (Revised December 2024.)
  • 19 Oct 2010
  • First Look

First Look: October 19, 2010

to get a "job" done. This note details the thought process and the methodology behind a jobs-based segmentation and provides numerous examples. It highlights three levels in the architecture of a job: 1) What is the fundamental... View Details
Keywords: Sean Silverthorne
  • 26 May 2003
  • Research & Ideas

What Your Competition is Telling You

competitors can help grow the market for your products and services, thereby boosting your sales at a time when, with the U.S. slowdown entering its third year, new revenue is exceedingly hard to find. Moreover, the presence of a competitor can also influence View Details
Keywords: by David Stauffer
  • 24 Jun 2015
  • HBS Case

Upgrading School with a Startup Mentality

prioritizing customer satisfaction, and using technology to gather classroom data to create continuous improvement and personalization. In short, Ventilla is combining the mission of delivering high-quality, modernized education with an... View Details
Keywords: Re: John Jong-Hyun Kim; Education
  • 09 Jul 2008
  • Research & Ideas

Starbucks’ Lessons for Premium Brands

in three ways. First, the early adopters who valued the club-like atmosphere of relaxing over a quality cup of coffee found themselves in a minority. To grow, Starbucks increasingly appealed to grab and go customers for whom service meant... View Details
Keywords: by John Quelch; Retail
  • 2013
  • Teaching Note

The COFCO Group (TN)

By: F. Warren McFarlan, Zheng Xiaoming and Ziqian Zhao
COFCO was China's sole legitimate window for agricultural foreign trade before 1987. The reform of China's foreign trade system beginning in 1987 cost COFCO its monopoly position. Subsequently, the SOE giant capitalized on its foreign trade expertise to strategically... View Details
Keywords: China; Food; China
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McFarlan, F. Warren, Zheng Xiaoming, and Ziqian Zhao. "The COFCO Group (TN)." Tsinghua University Teaching Note, 2013.
  • January – February 2011
  • Article

'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

By: Elie Ofek, Zsolt Katona and Miklos Sarvary
The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details
Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry
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Ofek, Elie, Zsolt Katona, and Miklos Sarvary. "'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers." Marketing Science 30, no. 1 (January–February 2011).
  • 05 May 2008
  • Research & Ideas

Connecting with Consumers Using Deep Metaphors

blocks for developing customer relationships. Third, because deep metaphors are shared by consumers who may vary considerably on the surface, they become very powerful tools for developing new product concepts, communicating about them,... View Details
Keywords: by Martha Lagace; Consumer Products
  • September 2020
  • Case

Drinkworks: Home Bar by Keurig

By: Sunil Gupta, Jonathan Levav and Julia Kelley
In the summer of 2018, Drinkworks CEO Nathaniel Davis needed to make a number of go-to-market decisions ahead of his company’s upcoming product launch. Formed through a joint venture between Keurig Dr. Pepper and Anheuser-Busch InBev, Drinkworks had developed an... View Details
Keywords: Marketing; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Markets; Bids and Bidding; Demand and Consumers; Consumer Behavior; Market Design; Distribution; Distribution Channels; Product; Product Design; Product Development; Business Model; Customers; Customer Value and Value Chain; Decision Making; Decisions; Goods and Commodities; Innovation and Invention; Technological Innovation; Business or Company Management; Growth and Development Strategy; Research; Research and Development; Strategy; Adoption; Competitive Advantage; Segmentation; Information Technology; Information Infrastructure; Value; Value Creation; Food and Beverage Industry; Consumer Products Industry; North and Central America; United States
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Gupta, Sunil, Jonathan Levav, and Julia Kelley. "Drinkworks: Home Bar by Keurig." Harvard Business School Case 521-010, September 2020.
  • October 2023
  • Case

Leading Transformation at IHCL

By: Krishna G. Palepu, V.G. Narayanan and Malini Sen
In November 2017, Puneet Chhatwal, took charge as MD and CEO of IHCL, popularly referred to as the Taj Hotels. Despite being India’s largest hospitality company by market capitalization and respected for its values and service, IHCL had made losses for the last seven... View Details
Keywords: Turn Around Management; Hospitality Industry; Brand Management; Financial Strategy; Business Model; Restructuring; Asset Management; Leadership Style; Crisis Management; Brands and Branding; Product Positioning; Segmentation; Asia; India
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Palepu, Krishna G., V.G. Narayanan, and Malini Sen. "Leading Transformation at IHCL." Harvard Business School Case 124-041, October 2023.
  • November 2000 (Revised April 2001)
  • Case

CMR Enterprises

By: Das Narayandas and Mary N. Caravella
Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces... View Details
Keywords: Acquisition; Customer Relationship Management; Entrepreneurship; Leadership; Marketing Strategy; Performance Evaluation; Relationships; Segmentation; Construction Industry
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Narayandas, Das, and Mary N. Caravella. "CMR Enterprises." Harvard Business School Case 501-012, November 2000. (Revised April 2001.)
  • 13 Oct 2015
  • First Look

October 13, 2015

as continuous variables to represent customer segment and average daily room rate. The case contains tables showing the output of the regression model and compares the fit of the moving average and... View Details
  • 26 Apr 2011
  • First Look

First Look: April 26

unchanged. We find that CLV availability resulted in a significant shift in attention towards the more profitable client segments (the weight of the top segment in the portfolio of View Details
Keywords: Sean Silverthorne
  • 2017
  • Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar
Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details
Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research
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Hamilton, Ryan, and Uma R. Karmarkar. "The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making." Marketing Science Institute Report, No. 17-109, May 2017.
  • September 2006 (Revised March 2007)
  • Case

QuickBase

By: Clayton M. Christensen and Mark Szigety
Describes the challenge that engineers and marketing executives at Intuit Corp. faced when finding markets and applications for their QuickBase product. The breakthrough occurred when they abandoned their conventional modes of market segmentation, and instead strove to... View Details
Keywords: Applications and Software; Engineering; Product Marketing; Segmentation; Jobs and Positions; Consumer Behavior; Information Technology Industry
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Christensen, Clayton M., and Mark Szigety. "QuickBase." Harvard Business School Case 607-029, September 2006. (Revised March 2007.)
  • May 2013
  • Case

Altius Golf and the Fighter Brand

By: Robert J. Dolan and Sunru Yong
Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial crisis. The firm has maintained its position by introducing generations of advanced, super-premium golf balls that... View Details
Keywords: Governing and Advisory Boards; Competitive Advantage; Decision Choices and Conditions; Distribution Channels; Sports; Financial Crisis; Brands and Branding; Segmentation; Sports Industry; Entertainment and Recreation Industry
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Dolan, Robert J., and Sunru Yong. "Altius Golf and the Fighter Brand." Harvard Business School Brief Case 913-578, May 2013.
  • 26 Jan 2016
  • First Look

January 26, 2016

different segments wanted different things from their travel experience. She pondered whether there were other ways to group customers that would allow for a more universal positioning for the brand or... View Details
Keywords: Sean Silverthorne
  • 24 Jul 2007
  • First Look

First Look: July 24, 2007

The Mitchell Family and Mitchells/Richards Harvard Business School Case 605-047 Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and "high-touch" customer-service. A family-run business, Mitchells has... View Details
Keywords: Martha Lagace
  • November 2024
  • Case

Ather Energy: The Future of Mobility

By: Shunyuan Zhang, Kannan Srinivasan and Malini Sen
Ather Energy, India’s third-largest electric scooter maker by volume, was founded in 2013. Five years later, the start-up launched its first electric scooter, Ather 450, which was powered by artificial intelligence (AI) and the Internet of Things (IoT), to navigate... View Details
Keywords: Energy Policy; Climate Change; Alternative Energy; Corporate Entrepreneurship; Transportation; Transformation; Green Technology; Technology Adoption; Communication Strategy; Marketing Strategy; Customer Focus and Relationships; Business Startups; Growth and Development Strategy; Brands and Branding; Product Launch; Product Positioning; Business Strategy; Segmentation; Asia; India
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Zhang, Shunyuan, Kannan Srinivasan, and Malini Sen. "Ather Energy: The Future of Mobility." Harvard Business School Case 525-040, November 2024.
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