Marketing Plan - Publications - Faculty & Research

14 Jul 2009
Research & Ideas

Business Summit: China in the Global Economy

continue in China, driven by domestic consumption. To retain global leadership, foreign companies must win Chinese consumers. The experience of Esquel Group over the past 30 years reflects China's evolution from a planned to a View Details

Keywords: Re: William C. Kirby

01 Aug 2001
News

HBS Alumni Association Board of Directors: President's Report

for the School, how HBS might catalogue all its continuing education offerings, how best to market the current programs, and what new programs might be added to the menu. The School now offers three continuing education programs... View Details

Keywords: John Hoffman

February 1990 (Revised August 2001)
Case

Merloni Elettrodomestici SpA: The Transit Point Experiment

By: Janice H. Hammond and Maura G Kelly

Merloni Elettrodomestici is a leading Italian manufacturer of domestic appliances. In 1986, an exposition for Merloni customers is scheduled at its Milano regional warehouse. During the two-month period preceding the event, when the warehouse must be free of inventory,... View Details

Keywords: Logistics; Marketing Channels; Planning; Time Management; Distribution Channels; Competitive Advantage; Customer Relationship Management; Information Technology; Consumer Products Industry; Italy

Citation

Educators

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24 Oct 2012
Research & Ideas

Want People to Save More? Send a Text

safety net for emergencies, but also would reduce financial stress and improve their quality of life. "In the private sector, a lot of startups fail, and the market provides a signal about whether the product is viable," says... View Details

Keywords: by Kim Girard

18 Jul 2014
News

Team Players

interesting challenge, because you have a limited amount of time to build the brand. Then it disappears. We had to develop a marketing plan that was all-encompassing, but that still got the right information... View Details

Keywords: Robert S. Benchley; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Management of Companies and Enterprises; Management

Web

Rock 100: The Summit - Entrepreneurship

recommended reading lists Hand-picked resources for the questions and concerns raised by the Rock 100 founders at the Summit can be found at the links below: B2B Marketing Aligning Strategy and Sales: The Choices, Systems, and Behaviors... View Details

12 Jun 2014
News

The First Five Years: Minal Mehta (MBA 2011)

work with agencies to execute marketing campaigns, with BollyX, I find myself doing everything from social media posts, website copywriting, event planning, and cold calling, to strategic planning and... View Details

Keywords: fitness; Arts, Entertainment

05 Aug 2002
Research & Ideas

Five questions for Regina E. Herzlinger

needs; risk-adjustment of payment will make the sick much more attractive enrollees than the present uniform pricing system. All boats rise in a rising sea. Other consumer-driven markets demonstrate that suppliers innovate to reach all... View Details

Keywords: by Martha Lagace

01 Mar 2005
News

Venture Capital’s Comeback

$18.9 billion in 2003, according to PricewaterhouseCoopers. From Boston to Silicon Valley, top firms are competing for deals again. And the initial public offering market — the favored exit for venture-capital investors — rallied last... View Details

Keywords: Roger Thompson; Securities, Commodities, and Other Financial Investments; Finance

Web

Judging | New Venture Competition

the venture, go-to-market plan and the capabilities and background of the team. You can learn more about the judging criteria through our New Venture Competition (NVC) 2025 Judging Rubric (pdf). Finals Judges Business Track, 2024 Aaron... View Details

01 Jun 2003
News

Respond to a Worthy Cause

national and international artists, expand the marketing efforts, and make a bigger impact in the battle against domestic violence.” Brown and Dietz signed on, and HBS faculty members Michael Watkins and Max Bazerman agreed to be their... View Details

Keywords: Michael Watkins; Arts, Entertainment

20 Apr 2017
Blog Post

Why I Love My Job: Ching Ching Chen On Her Passion For the Music Industry

music, as major players make significant changes to their business model in an effort to adapt to technological changes. We are at a critical inflection point, and the opportunity to shape the direction of the industry inspires me greatly. What are your View Details

Keywords: Entertainment / Media / Sports

01 Dec 2014
News

Innovation: Frozen Assets

a PR stumble during its too-sheer yoga pant debacle. “I think there is a lot of market share to be had around what she’s doing,” says former Starbucks colleague Wendy Collie, the president and CEO of the West Coast–based grocer New... View Details

Keywords: Janelle Nanos

19 Jul 2011
News

Brightening the Future

Although Stiftung Solarenergie donated the first lanterns, Ayala, who identifies himself as a “social businessman,” said the plan is to tie the new power source to self-sustaining community development initiatives. “Even simple products... View Details

Keywords: Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services

Fast Answer

Sustainability in CPG and Retail

style="font-family: "Source Sans Pro", Helvetica, Arial, sans-serif; letter-spacing: 0.238px; background-color: rgb(252, 252, 252);">(HarvardKey). Chapter from Channel Strategies and Marketing Mix in a Connected World.... View Details

01 Sep 2011
News

MBA 101: HBS Commencements Pass the Century Mark

sometimes glacial pace and antiquated norms of cancer research; doubled patients’ lifespans; and raised in excess of $165 million for research. Giusti urged graduates to set goals and build a plan around their passion; choose colleagues... View Details

Keywords: commencement; Colleges, Universities, and Professional Schools; Educational Services

31 Mar 2017
News

Turning Teachers into Leaders

Sophie Lippincott Ferrer (MBA 2006) is a senior consultant with Education First, a national policy and strategy consulting firm that partners with education leaders to design and accelerate policies and plans that help all young people,... View Details

01 Dec 2010
News

The Father of Modern Advertising

“creative,” and suddenly agencies could bill much more for their newly developed writing and marketing services. Brands that Lasker’s agency helped make or reinvent included Goodyear, Kleenex, Palmolive, and Pepso-dent. His skill wasn’t... View Details

Keywords: Sean Silverthorne; Advertising, Public Relations, and Related Services; Professional Services

Web

Winning with Digital Platforms Online Course | HBS Online

business models as new marketplace challenges arise Define the factors platforms must consider when entering adjacent markets Propose an action plan for a startup platform, Picabuu, to address a network... View Details

Career Coach

Marc Herson

Marc (INSEAD '01) has extensive global experience as a venture capitalist, media executive, entrepreneur and lawyer, working in the U.S., Europe, and Africa. His most recent experience is at 2go Interactive, a start-up mobile tech company based in Cape Town, South... View Details

Keywords: Emerging Markets; Emerging Markets; Emerging Markets; Emerging Markets; Emerging Markets; Emerging Markets; Emerging Markets

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