Publications

Program

Strategic Marketing for Driving Growth

resonate with customers Make strategic tradeoffs with a thorough understanding of implications for marketing Assess the performance of your marketing function, including talent, programs, and infrastructure... View Details

10 Oct 2023
Podcast

116. Four Companies Creating a Market for Solar Energy in Nigeria: A Conversation with Efosa Ojomo and Sandy Sanchez

Last June, Efosa Ojomo and Sandy Sanchez were on the podcast to discuss the process of market creation - discovery, distribution, and democratization - and specifically, as it applied to the creation of a market for solar energy in Nigeria. In this new episode, they... View Details

2009
Chapter

Creating Superior Customer Value in a Connected World

By: Ranjay Gulati

"In the early twenty-first century, customers are more demanding than ever, and difficult economic times make them all the more so. As customers tighten their wallets and increase their demands, firms face greater pressure to provide superior customer value. Reducing... View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Consumer Behavior; Product Design; Social and Collaborative Networks; Value Creation

June 2006 (Revised September 2006)
Case

Euronext.liffe and the Over-the-Counter Derivatives Market (A)

Euronext.liffe, a derivatives trading exchange, had just finished rolling out three new services targeted at the over-the-counter (OTC) market in 2004. The services offered automated confirmation and clearing for OTC equity derivatives. Yet, developments in the... View Details

Keywords: Value Creation; Product Positioning; Competition; Financial Markets; Network Effects; Cooperation

20 May 2025
Blog Post

How Student-Proposed Internships Can Create Value

contemporary women’s fashion brand that blends European simplicity with California energy. Known for its elevated essentials and modern aesthetic, the company has carved out a niche in the affordable-luxury space, with a global presence across more than 100 View Details

April 2021 (Revised July 2021)
Case

StockX: The Stock Market of Things (Abridged)

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

11 Oct 2004
Research & Ideas

Four Ways to Create Lasting Change

work of creating new processes, systems, and behaviors. You've learned, however, that it is important to lay the groundwork much earlier on. What attracted you to the "Alpha Corporation" in order to learn how to change a firm's... View Details

Keywords: by Martha Lagace

09 Feb 2012
Sharpening Your Skills

Sharpening Your Skills: Online Marketing

concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an online video advertisement... View Details

Keywords: Re: Multiple Faculty; Technology

December 2004 (Revised April 2006)
Case

Mavens & Moguls: Because Marketing Matters...

By: Myra M. Hart, Kristin Lieb and Victoria Winston

Mavens & Moguls is a virtual marketing-consulting firm of approximately 40 professionals. Examines the processes by which Paige Arnof-Fenn (an HBS grad with deep industry experience)draws on her experience and her network to create a high-quality marketing consulting... View Details

Keywords: Networks; Values and Beliefs; Business Growth and Maturation; Organizational Structure; Marketing; Entrepreneurship; Experience and Expertise; Growth and Development Strategy; Consulting Industry

Find at Harvard

Web

Creating Brand Value - Course Catalog

appropriate for: Marketing professionals charged with creating, nurturing, and managing brand value; Entrepreneurs looking to create their own brands in the consumer/retail space; Consumer/retail general... View Details

25 Nov 2014
News

Creating a ‘Doorbuster’: the $5 Toaster

28 Jan 2013
Research & Ideas

Helping Yelp Create More Accurate Reviews

After creating a sample from Yelp's site, Luca's team compared their restaurant ratings to Yelp's and found that their ratings differed significantly. "A conservative finding is that roughly 25 to 27 percent of restaurants are more than... View Details

Keywords: by Kim Girard; Food & Beverage

26 May 2009
Research & Ideas

Improving Market Research in a Recession

board. Just as important as knowing where to cut research is knowing where not to cut. When marketers are creating fewer new ads and introducing fewer new products, it is doubly important to use rigorous... View Details

Keywords: by John Quelch

October 2022
Case

Colette Phillips and GetKonnected!: Creating Inclusive Ecosystems

By: Rosabeth Moss Kanter, Amy Chiu and Joyce Kim

Colette Phillips’ marketing firm had just won the City of Boston’s 2nd largest contract in history to a Black-owned company. During the Covid-19 pandemic, Get Konnected!, the networking organization for people of color that she founded 15 years earlier and led to... View Details

Web

Marketing - Faculty & Research

Marketing helps a firm in creating value by better understanding the needs of its customers and providing them with innovative products and services. This value is communicated through a variety of channels... View Details

April 19, 2018
Article

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston

In the past decade, content marketing has become a widely established practice. Companies have hired writers and chief content officers to run departments as well as create blogs and other materials—in the process, some have assured sales people that content marketing... View Details

Keywords: Marketing; Marketing Communications; Sales; Performance Improvement