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  • All HBS Web  (6,658)
    • People  (16)
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    • Research  (4,490)
    • Events  (28)
    • Multimedia  (21)
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  • 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
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Cespedes, Frank V. "Aspects of Marketing Organization: An Introduction." Harvard Business School Background Note 589-062, October 1988. (Revised October 1989.)
  • October 1978 (Revised March 1987)
  • Background Note

Note on Market Definition and Segmentation

Outlines the problems involved in defining "markets" for purposes of 1) developing competitive strategies, 2) measuring market share, and 3) evaluating the extent of competition. The primary focus is on strategic planning--specifically, the questions of delimiting the... View Details
Keywords: Strategic Planning; Markets; Segmentation
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Buzzell, Robert D. "Note on Market Definition and Segmentation." Harvard Business School Background Note 579-083, October 1978. (Revised March 1987.)
  • 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
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Kanter, Rosabeth M., and Paul S. Myers. "Evergreen Natural Markets 2012." Harvard Business School Brief Case 124-450, May 2012.
  • 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
  • February 2011 (Revised June 2011)
  • Case

Stock Reform of Shenzhen Development Bank

By: Li Jin, Li Liao, Aldo Sesia and Jianyi Wu
Shenzhen Development Bank, China's first publicly traded company, was undergoing the non-tradable share reform. Its current controlling shareholder, private equity firm Newbridge Capital LLC, needs to negotiate with its diverse minority shareholders to find a... View Details
Keywords: Capital; Private Equity; Investment; Corporate Governance; Managerial Roles; Emerging Markets; Negotiation; Business and Shareholder Relations; Conflict of Interests; Banking Industry; China
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Jin, Li, Li Liao, Aldo Sesia, and Jianyi Wu. "Stock Reform of Shenzhen Development Bank." Harvard Business School Case 211-080, February 2011. (Revised June 2011.)
  • Program

Strategic Marketing for Driving Growth

more business growth. This program is eligible for the Digital Transformation Certificate. Learn More Key Benefits Effective marketing strategy development and implementation is a crucial piece of the puzzle... View Details
  • 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
  • 2017
  • Book

Global Marketing Management: A Casebook

By: John A. Quelch

During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often... View Details

Keywords: Marketing; Management; Globalization; Competitive Strategy
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Quelch, John A. Global Marketing Management: A Casebook. 6th ed. Redding, CA: BVT Publishing, 2017.
  • 16 Aug 2010
  • News

Sports Marketing Lifetime Achievement Award

  • March 2012 (Revised February 2013)
  • Background Note

The Hybrid Vehicle Market

By: Michael W. Toffel and Nazli Z. Uludere Aragon
This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects... View Details
Keywords: Competitive Strategy; Environmental Sustainability; Product Development; Information Technology; Governing Rules, Regulations, and Reforms; Auto Industry; Manufacturing Industry; Japan; United States
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Toffel, Michael W., and Nazli Z. Uludere Aragon. "The Hybrid Vehicle Market." Harvard Business School Background Note 612-084, March 2012. (Revised February 2013.)
  • April 2001
  • Supplement

Acer America: Development of the Aspire

By: Christopher A. Bartlett
Consists of five segments. Segment 1 shows Culver and Pai discussing the tensions between Taiwan and the United States and the resulting performance problems with Aspire; Segment 2 features Culver and Shih describing the changes Acer made as a result of the problems... View Details
Keywords: Digital Marketing; Transformation; Forecasting and Prediction; Marketing Strategy; Outcome or Result; Problems and Challenges; Information Infrastructure; Internet and the Web; Computer Industry; Taiwan; United States
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Bartlett, Christopher A. "Acer America: Development of the Aspire." Harvard Business School Video Supplement 301-805, April 2001.
  • January 1997 (Revised March 1998)
  • Case

Oscar Mayer: Strategic Marketing Planning

By: John A. Quelch
The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions. View Details
Keywords: Decisions; Marketing Strategy; Product Launch; Product Development; Manufacturing Industry; Food and Beverage Industry; United States
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Quelch, John A., Robert Drane, and Dan Kotchen. "Oscar Mayer: Strategic Marketing Planning." Harvard Business School Case 597-051, January 1997. (Revised March 1998.)
  • March 2011 (Revised May 2012)
  • Case

Shanghai Zhangjiang Hi-Tech Park Development Co., Ltd.

By: Robert G. Eccles, Catherine Zhang, Cheng-hua Tzeng, Liang Cheng and Penelope Rossano
This case is about the establishment, growth, and direction of the Shanghai Zhangjiang Hi-Tech Park ("Zhangjiang Park"), which is located in the Pudong New Area of Shanghai. Considered to be one of the most competitive hi-tech industry clusters in China, the combined... View Details
Keywords: Industry Clusters; Information Technology; Capital Markets; Urban Development; Buildings and Facilities; Competition; Business Strategy; Governing and Advisory Boards; Technology Industry; Real Estate Industry; Shanghai
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Eccles, Robert G., Catherine Zhang, Cheng-hua Tzeng, Liang Cheng, and Penelope Rossano. "Shanghai Zhangjiang Hi-Tech Park Development Co., Ltd." Harvard Business School Case 411-081, March 2011. (Revised May 2012.)
  • 2017
  • Working Paper

Cluster Mapping as a Tool for Development

By: Christian H.M. Ketels
This report builds on the foundational work on cluster mapping that Prof. Michael E. Porter has led at the Institute for Strategy and Competitiveness (ISC), Harvard Business School over the last two decades. He launched the U.S. Cluster Mapping Initiative in the late... View Details
Keywords: Industry Clusters; Development Economics
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Ketels, Christian H.M. "Cluster Mapping as a Tool for Development." Working Paper, June 2017.
  • Research Summary

Emerging and Frontier Markets

By: Arthur I Segel
I continue to spend a great deal of time examining real estate in all aspects from development to securitization in new and growing markets. View Details
  • 07 Jan 2002
  • Research & Ideas

How Marketing Can Reduce Worldwide Poverty

development person. McCaffrey: Because the exchange paradigms support the traditional marketing notion of selling, we argued very strongly in our working paper that we need a new paradigm to support this... View Details
Keywords: by Martha Lagace
  • 2010
  • Working Paper

Multinational Strategies and Developing Countries in Historical Perspective

By: Geoffrey Jones
This working paper offers a longitudinal and descriptive analysis of the strategies of multinationals from developed countries in developing countries. The central argument is that strategies were shaped by the trade-off between opportunity and risk. Three broad... View Details
Keywords: History; Competition; Multinational Firms and Management; Corporate Strategy; Developing Countries and Economies; Business and Government Relations
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Jones, Geoffrey. "Multinational Strategies and Developing Countries in Historical Perspective." Harvard Business School Working Paper, No. 10-076, March 2010.
  • 2021
  • Working Paper

Spiritual Philanthropy in Emerging Markets

By: Valeria Giacomin and G. Jones
This working paper discusses the ethics and drivers of philanthropic foundations in emerging markets. A foundation organizes assets to invest in philanthropic initiatives. Previous scholarship has largely focused on developed countries, especially the United States,... View Details
Keywords: Foundations; Philanthropy; Business Leaders; Spirituality; Philanthropy and Charitable Giving; Emerging Markets; Ethics; Values and Beliefs
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Giacomin, Valeria, and G. Jones. "Spiritual Philanthropy in Emerging Markets." Harvard Business School Working Paper, No. 21-117, April 2021.
  • 14 Jan 2015
  • Research & Ideas

Thriving in the Turbulence of Emerging Markets

The growth and competiveness of emerging markets is a fundamental reality in global business today. Yet it is often forgotten just how much these countries have changed in a short period of time, how challenging their business... View Details
Keywords: by Geoffrey Jones; Manufacturing; Auto
  • March 2009 (Revised October 2009)
  • Case

CalPERS' Emerging Equity Markets Principles

By: Robert G. Eccles and Aldo Sesia
The California Public Employees' Retirement System (CaIPERS)—the largest public pension fund in the U.S.—had adopted a new principles-based approach to investing in emerging market equities in November 2007. Previously, CalPERS internal and external money managers were... View Details
Keywords: Values and Beliefs; Investment Return; Investment Funds; Investment Portfolio; Emerging Markets; Corporate Social Responsibility and Impact; Value; Financial Services Industry; Public Administration Industry; China; California
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Eccles, Robert G., and Aldo Sesia. "CalPERS' Emerging Equity Markets Principles." Harvard Business School Case 409-054, March 2009. (Revised October 2009.)
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