Marketing Strategy - Publications - Faculty & Research

Sunil Gupta

Co-Chair, Driving Digital Strategy

Sunil Gupta is the Edward W. Carter Professor of Business Administration and co-chair of the executive program on Driving... View Details

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26 Sep 2023
Book

Digital Strategy: A Handbook for Managing a Moving Target

excitement and the growing enthusiasm, at times even the frenzy, about these new phenomena, on the grounds of the pressing demands on managers to deal with the new reality and on academics to understand these phenomena. “Existing strategy... View Details

Keywords: by Dina Gerdeman; Information Technology; Technology

September–October 2022
Article

Should Your Company Sell on Amazon?: Reach Comes at a Price

By: Ayelet Israeli, Leonard A. Schlesinger, Matt Higgins and Sabir Semerkant

Selling on Amazon allows brands to reach millions of consumers—but that exposure comes with costs. They include smaller margins, more competition, the risk of commoditization, and less knowledge about customers. In this article, the authors present a scorecard to... View Details

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March 1979 (Revised June 1985)
Case

Chain Saw Industry in 1974

By: Michael E. Porter

Describes the structure of the chain saw industry in 1974, when it is on the threshold of a major period of growth. Data are provided on each significant competitor. The discussion should center around strategies in a growing market for differently situated... View Details

Keywords: Industry Growth; Corporate Strategy; Industry Structures; Growth and Development Strategy; Manufacturing Industry

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August 2018 (Revised June 2019)
Case

Oaktree: Pierre Foods Investment

By: Victoria Ivashina and Mike Harmon

This case is a setting to discuss “loan to own” investment strategy that is often pursued by distressed investors. The aftermath of the 2007 financial crisis left many companies with poor liquidity and limited ability to obtain credit. One of these companies was Pierre... View Details

Keywords: Distress Investing; Investment; Debt Securities; Strategy; Restructuring

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29 Nov 2022
Research & Ideas

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

holiday shopping season. With record inflation, rising interest rates, and economic jitters weighing on consumers, pricing strategies could become more critical to getting customers to buy during the coming weeks and beyond. The rare red... View Details

Keywords: by Michael Blanding; Retail

November 2019 (Revised April 2021)
Technical Note

Rechargeable Batteries, 2017: Gigafactory Wars in the Offing?

By: John R. Wells and Benjamin Weinstock

In 2017, the global market for rechargeable lithium-ion (Li-ion) batteries was 126 gigawatt-hours (GWh) valued at $37 billion, growing by $10 billion in two years. Once confined largely to consumer electronics and appliances, the rapid increase in demand was spurred by... View Details

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14 Dec 2007
Op-Ed

When Your Product Becomes a Commodity

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. How often... View Details

Keywords: by John Quelch

November 1972 (Revised July 2023)
Case

Benihana of Tokyo

By: W. Earl Sasser

Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy. View Details

Keywords: Expansion; Business Strategy; Brands and Branding; Food and Beverage Industry; Service Industry

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February 1998 (Revised February 1999)
Case

FreeMarkets OnLine

By: V. Kasturi Rangan

Describes the marketing strategy of an entrepreneurial start-up engaged in electronic purchasing for large manufacturers. By creating an electronic bidding platform, the company has been able to cut down procurement costs by about 15%. The case question concerns how... View Details

Keywords: Cost Management; Growth and Development Strategy; Marketing Strategy; Bids and Bidding; Market Entry and Exit; Digital Platforms; Production; Electronics Industry

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October 2009 (Revised October 2010)
Case

Grove Street Advisors: September 2009

By: Matthew Rhodes-Kropf and Ann Leamon

The investment committee of Grove Street Advisors, a pioneer in the provision of customized private equity funds-of-funds for pension fund clients, must decide how to respond to the market opportunities and challenges presented by the turmoil of 2008 and 2009. How can... View Details

Keywords: Private Equity; Expansion; Investment Funds; Financial Services Industry

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June 2020
Teaching Note

Shiseido Acquires Drunk Elephant

By: Jill Avery

On October 7, 2019, the Shiseido Group announced that it would acquire clean skincare brand Drunk Elephant for $845 million, a valuation of 8.5 times sales. Did Shiseido pay too much or too little for this brand asset? How much was the Drunk Elephant brand worth and... View Details

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January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

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August 2019
Case

ClearScore, 2018

By: John R. Wells and Benjamin Weinstock

In October 2017, Experian, one of the “Big Three” consumer credit reporting agencies in the United Kingdom made an offer to acquire ClearScore for a total consideration of £293 million. Founded by Justin Basini, Dan Cobley, and Nigel Morris in 2014, ClearScore was the... View Details

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Jacob Cook is a Lecturer in the Marketing Unit at Harvard Business School, where he teaches the EC course Digital Marketing & AI Workshop. His work focuses on how companies design and scale customer acquisition and retention strategies using digital marketing,... View Details

June 2020
Teaching Note

Global Brand Management of Anheuser Busch InBev's Budweiser

By: Jill Avery

Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new markets in Africa and Latin America. He was feeling the pressure to finalize a global brand strategy that would define... View Details

Keywords: Brand Management; Global Brands; Brand Equity; Brand Storytelling; Brand Communication; Brand Positioning; Marketing; Brands and Branding; Marketing Communications; Global Strategy; Food and Beverage Industry; Consumer Products Industry; United States; China; Africa; Latin America

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John Deighton is The Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He teaches in the area of Big Data in Marketing,... View Details

Keywords: marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry; marketing industry

November 2007
Supplement

Teva Pharmaceutical Industries, Ltd.

By: Tarun Khanna and Krishna G. Palepu

How do companies develop a strategy that is both low-cost and differentiated without becoming squeezed in the middle? Describes how Teva, Israel's largest and first multinational, achieved its globally dominant position in generic pharmaceuticals, an industry that has... View Details

Keywords: Multinational Firms and Management; Emerging Markets; Rank and Position; Competitive Strategy; Pharmaceutical Industry; Israel; India

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18 Nov 2003
Other Presentation

The U.S. Homebuilding Industry and The Competitive Position of Large Builders

By: Michael E. Porter

Strategy presentation at the Centex Investor Conference, New York. Topics include: The structure of the homebuilding industry, the competitive advantages of large homebuilders, market assessment of homebuilding versus other industries and the role of investors in... View Details

Keywords: Industry Analysis; Five Forces; Strategy; Five Forces Framework; United States

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November 1988 (Revised July 1998)
Case

WaterTest Corporation

Describes the founding and subsequent growth of WaterTest, a New Hampshire firm run by a entrepreneur with little business background. Three Harvard Business School students are working on a project to help the firm refine its marketing strategy. The students collect a... View Details

Keywords: Business Startups; Customers; Entrepreneurship; Data and Data Sets; Marketing Strategy

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