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Show Results For
- All HBS Web
(8,724)
- People (17)
- News (1,393)
- Research (5,969)
- Events (23)
- Multimedia (24)
- Faculty Publications (4,403)
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MBA Required Curriculum Marketing
Marketing
The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details
- June 2003
- Module Note
Managing Segments-Module Note
By: Das Narayandas
Describes the Managing Segments module of the Business Marketing course. View Details
Narayandas, Das. "Managing Segments-Module Note." Harvard Business School Module Note 503-070, June 2003.
- Research Summary
Effective Capital Market Communications
Hutton's most recent research and cases examine how managers enhance the credibility and effectiveness of their financial reports and voluntary disclosures. Her most recent working paper, "Effective Voluntary Disclosure" (co-authored with Greg Miller, HBS, and Douglas... View Details
- October 1993 (Revised September 1994)
- Case
Catalina Marketing Corp.
By: David E. Bell, Walter J. Salmon and Dinny Starr
Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details
Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry
Bell, David E., Walter J. Salmon, and Dinny Starr. "Catalina Marketing Corp." Harvard Business School Case 594-026, October 1993. (Revised September 1994.)
- 19 May 2010
- Working Paper Summaries
The Job Market for New Economists: A Market Design Perspective
- October 1989
- Background Note
Managing Major Accounts
By: Frank V. Cespedes
Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account... View Details
Keywords: Accounting Audits; Marketing; Marketing Strategy; Consumer Behavior; Market Participation; Relationships; Salesforce Management
Cespedes, Frank V. "Managing Major Accounts." Harvard Business School Background Note 590-046, October 1989.
- 2007
- Book
Management Control Systems
By: Robert N. Anthony and Vijay Govindarajan
Management Control Systems, now in its 13th edition, builds on strengths from prior editions by offering a rich diversity of cases balanced with current material. The primary market for Management Control Systems is an MBA level elective in control systems. The... View Details
Anthony, Robert N., and Vijay Govindarajan. Management Control Systems. 12th ed. Boston: McGraw-Hill/Irwin, 2007.
- 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
- August 1989 (Revised November 1994)
- Case
Nissan Motor Co. Ltd.: Marketing Strategy for the European Market
By: John A. Quelch
Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing... View Details
Keywords: Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe
Quelch, John A. "Nissan Motor Co. Ltd.: Marketing Strategy for the European Market." Harvard Business School Case 590-018, August 1989. (Revised November 1994.)
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
less worthy a profession. Marketing in the United States benefited mightily from the endorsement of management guru Peter Drucker, who famously stated: "Because its purpose is to create a customer, the... View Details
- March 2019
- Case
DayTwo: Going to Market with Gut Microbiome
By: Ayelet Israeli and David Lane
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. After a first year of trial rollout in... View Details
Keywords: Start-up Growth; Startup; Positioning; Targeting; Go To Market Strategy; B2B2C; B2B Vs. B2C; Health ＆ Wellness; AI; Machine Learning; Female Ceo; Female Protagonist; Science-based; Science And Technology Studies; Ecommerce; Applications; DTC; Direct To Consumer Marketing; US Health Care; ＂USA,＂; Innovation; Pricing; Business Growth; Segmentation; Distribution Channels; Growth and Development Strategy; Business Startups; Science-Based Business; Health; Innovation and Invention; Marketing; Information Technology; Business Growth and Maturation; E-commerce; Applications and Software; Health Industry; Technology Industry; Insurance Industry; Information Technology Industry; Food and Beverage Industry; Israel; United States
Israeli, Ayelet, and David Lane. "DayTwo: Going to Market with Gut Microbiome." Harvard Business School Case 519-010, March 2019.
- December 1992 (Revised November 1994)
- Case
Becton Dickinson Division: Marketing Organization
By: Frank V. Cespedes
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details
Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry
Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.)
- February 2010 (Revised March 2016)
- Background Note
Marketing Analysis Toolkit: Break-even Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by... View Details
Keywords: Decision Making; Investment Return; Spending; Management Analysis, Tools, and Techniques; Marketing Strategy; Strategic Planning; Mathematical Methods
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Break-even Analysis." Harvard Business School Background Note 510-080, February 2010. (Revised March 2016.)
- June 2015 (Revised February 2017)
- Case
Uber and Stakeholders: Managing a New Way of Riding
By: Rosabeth Moss Kanter and Daniel Fox
By 2015, technological innovations—the smartphone and the advanced data connectivity that enabled it—created new opportunities for people to move around cities quickly and conveniently without owning a car, via car-sharing services like Zipcar or new ride-sharing... View Details
Keywords: Uber; Ride-sharing; Sharing Economy; Transportation Network Company; Leadership And Change Management; Stakeholder Management; Managing Change; Leadership; Regulation; Smartphones; Web-enabled Application; Disruptive Technology; Startup Management; Entrepreneurship; Business and Stakeholder Relations; Transportation; Mobile Technology; Transportation Industry; Technology Industry
Kanter, Rosabeth Moss, and Daniel Fox. "Uber and Stakeholders: Managing a New Way of Riding." Harvard Business School Case 315-139, June 2015. (Revised February 2017.)
- Research Summary
Institutions and Markets
Alexander Dyck's academic articles, case studies and course development show how incentive policies, ownership structures, regulatory agencies and corporate governance institutions determine whether hopes for value creation through private sector expansion will be met.... View Details
- 2014
- Case
Zenglibao: An Internet Money Market Fund Run by Tianhong Asset Management Co., LTD.
By: F. Warren McFarlan, Yongjun Jin and Xiaohui Li
Mobile Internet has imposed an increasing impact on traditional finance. Firstly, some financial business modules can be operated via mobile Internet, and the corresponding transaction cost is greatly reduced. For example, payment by traditional bank draft is replaced... View Details
Keywords: Finance; Internet; China; Mobile Devices; Internet and the Web; Mobile and Wireless Technology; China
McFarlan, F. Warren, Yongjun Jin, and Xiaohui Li. "Zenglibao: An Internet Money Market Fund Run by Tianhong Asset Management Co., LTD." Tsinghua University Case, 2014.
- May 2018
- Article
Selection and Market Reallocation: Productivity Gains from Multinational Production
By: Laura Alfaro and Maggie X. Chen
Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized... View Details
Keywords: Productivity Gains; Multinational Production; Selection; Market Reallocation; And Within-firm Productivity; Multinational Firms and Management; Production; Performance Productivity; Competition; Mathematical Methods
Alfaro, Laura, and Maggie X. Chen. "Selection and Market Reallocation: Productivity Gains from Multinational Production." American Economic Journal: Economic Policy 10, no. 2 (May 2018): 1–38. (Also NBER Working Paper 18207. See Harvard Business School Working Paper, No. 12–111, 2015 for longer version.)
- 2010
- Working Paper
The Job Market for New Economists: A Market Design Perspective
By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried
This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job... View Details
Keywords: Cost Management; Information; Surveys; Jobs and Positions; Job Interviews; Job Search; Emerging Markets; Digital Platforms; Service Operations; Internet and the Web
Coles, Peter A., John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth, and John J. Siegfried. "The Job Market for New Economists: A Market Design Perspective." Harvard Business School Working Paper, No. 10-096, May 2010.
- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details
Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
- 2004
- Book
Diamonds Are Forever, Computers Are Not: Economic And Strategic Management in Computing Markets
By: Shane Greenstein
Greenstein, Shane. Diamonds Are Forever, Computers Are Not: Economic And Strategic Management in Computing Markets. London: Imperial College Press, 2004.