Publications

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October 2006 (Revised August 2007)
Case

Marketing Chateau Margaux

By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman

Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more... View Details

Keywords: Price; Growth and Development Strategy; Brands and Branding; Distribution; Luxury; Food and Beverage Industry; France

February 2007 (Revised May 2007)
Case

Bancaja: Developing Customer Intelligence (A)

In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it... View Details

Keywords: Customer Relationship Management; Banking Industry; Spain

01 Jun 1996
News

Reinventing Marketing

Professor V. Kasturi Rangan, the required Marketing course has been revamped to include new initiatives such as a marketing-strategy computer simulation (called "Pharmasim") and a module on new product development, View Details

Keywords: Mary Jane Higgins; Illustration by Peter Hoey

February 2007 (Revised May 2008)
Supplement

Bancaja: Developing Customer Intelligence (B)

In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it... View Details

Keywords: Customer Relationship Management; Credit Cards; Analytics and Data Science; Knowledge Use and Leverage; Marketing Strategy; Banking Industry; Spain

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

to the effectiveness of their marketing instruments” Thomas J. Steenburgh, an associate professor in the Marketing Unit at Harvard Business School, has developed a new... View Details

Keywords: by Dina Gerdeman

October 1988 (Revised October 1989)
Background Note

Aspects of Marketing Organization: An Introduction

By: Frank V. Cespedes

Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature... View Details

Keywords: Marketing Strategy

2013
Working Paper

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna

In a capitalist system based on free markets, do managers have responsibilities to the system itself? If they do, should these responsibilities shape their behavior when they are engaging in the political process in an attempt to structure the institutions of... View Details

Keywords: Market Design; Economic Systems; Managerial Roles; Government and Politics

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21 Sep 2023
Blog Post

Hands-on Learning About Global Markets

The challenge posed to students in HBS’s FIELD Global Immersion (FGI) course sounds a bit like a premise for reality TV: Travel to unfamiliar markets where you might not speak the language, work in teams with students you might not know,... View Details

25 Aug 2022
News

Open Market

and changing market dynamics, all while still launching new products and services to remain competitive. Robinhood has adapted to many changes and, if anything, has proven to be a disruptor in how it has taken the concept of investing and... View Details

Keywords: Dan Morrell; illustration by Keith Negley; Securities, Commodities, and Other Financial Investments; Finance

2020
Chapter

Foreign Direct Investment, Finance and Economic Development

By: Laura Alfaro and Jasmina Chauvin

Research has sought to understand how foreign direct investment affects host economies. This paper reviews the empirical literature, specifically addressing the question: How does FDI affect economic development of host countries and what is the role of local financial... View Details

Keywords: Foreign Direct Investment; Developing Countries and Economies; Financial Condition; Development Economics

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January 2010 (Revised March 2010)
Background Note

A Note on Direct Selling in Developing Economies

By: Michael Chu and Joel Emilio Bregman Segre

Informal and formal direct selling play a particularly important role in developing countries characterized by markets with limited retail sectors. This note explores the practice of direct selling for the company, the sales person, and the consumer, as well as the... View Details

Keywords: Customers; Developing Countries and Economies; Marketing Channels; Marketing Strategy; Emerging Markets; Sales

October 1996 (Revised April 1998)
Case

Mobil USM&R (D): Gasoline Marketing

By: Robert S. Kaplan

Mobil US Marketing & Refining has shifted from a centralized staff-driven organization to decentralized business-units. Staff functions now must negotiate service agreements with a buyer's committee consisting of representatives from the profit-center business units.... View Details

Keywords: Balanced Scorecard; Management Teams; Human Resources; Agreements and Arrangements; Organizational Change and Adaptation; Customers; Situation or Environment; Business Units; Energy Industry; Mining Industry; United States

July 2024
Case

Roja Garimella: Developing a Founder's Judgment

By: Reza Satchu and Patrick Sanguineti

Roja Garimella’s path to becoming a founder was anything but straight. Setting her sights on a career in medicine since childhood, she committed to medical school with her acceptance to college. And yet, throughout her studies, she continually explored alternative... View Details

Keywords: Entrepreneurship; Personal Development and Career; Entrepreneurial Finance; Business Startups; Judgments; Financial Services Industry; Health Industry

28 Sep 2015
Research & Ideas

Six Lessons from Mobile Money Ventures in Developing Countries

In many emerging economies, the need to give people in poverty better access to financial services seems obvious. The mobile phone is a perfect vehicle, given their widespread adoption, even among the financially less well off. Designing a profitable solution for an... View Details

Keywords: by Dina Gerdeman; Financial Services; Telecommunications

Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details

28 Sep 2015
News

Six Lessons from Mobile Money Ventures in Developing Countries

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

November 2020
Teaching Note

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-010. 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.... View Details