Marketing Plans - Publications - Faculty & Research

04 Feb 2016
News

From Super Bowl to STEM Bowl

families. Led by Santa Clara University professor Juan Montermoso (DBA 1977), a member of the Community Partners team, SCU business students developed plans to engage area technology firms as partners or sponsors as well as create a View Details

09 Dec 2015
Research Event

How Do You Predict Demand and Set Prices For Products Never Sold Before?

lost sales (demand of products that had sold out) and predict demand for new products that Rue La La was planning to sell in the future. As a part of the analysis, they realized that the demand for any given item depended on the price of... View Details

Keywords: by Carmen Nobel; Retail; Apparel & Accessories

February 2017
Case

BlaBlaCar: The Road Ahead...

By: Karim R. Lakhani, Arun Sundararajan, Emilie Billaud and Caroline Caltagirone

In 2017, the co-founders of BlaBlaCar—the world’s largest long-distance carpooling company—reflected on the evolution of their venture and the way forward. BlaBlaCar had reached critical mass and size; yet staying still was not going to be enough to be relevant and... View Details

Keywords: Business Growth and Maturation; Business Startups; Transformation; Decision Making; Values and Beliefs; Growth and Development Strategy; Digital Platforms; Network Effects; Strategic Planning; Competitive Strategy; Expansion; Internet and the Web; Transportation Networks; Transportation Industry; Web Services Industry; France; Europe

Citation

Educators

Purchase

29 Jan 2025
Blog Post

Finding Professional Purpose: Building an Impactful Career that Reflects your Values with Lisa Tanzer (MBA 1993)

When I started my journey at Harvard Business School, I was eager to broaden my business knowledge and strengthen my skills, particularly in marketing and branding. Coming from a liberal arts undergraduate background with limited exposure... View Details

Keywords: All Industries

Profile

Mallika Ahluwalia

marketing – things I hadn't been exposed to before. In the Strategy class, we've had a number of cases about the importance of a unique value proposition – something any social enterprise needs to think more carefully about. What exactly... View Details

01 Jun 2000
News

Social Capital Markets: Creating Value in the Nonprofit World

The article helped catalyze the thinking of many in the nonprofit field and illuminated and encouraged the evolving concept of "venture philanthropy." Drawing on the expertise of HBS faculty in finance, negotiation, and entrepreneurship, Grossman View Details

Keywords: Anne Kavanagh

01 Jun 2000
News

Debbie Cohen Scales Her Mountain

arming women with better information will encourage them to become more involved in their own care and lead to better results in their fight with cancer. Cohen was working at Price Waterhouse as marketing director for the consulting... View Details

Keywords: Morgan Baker

02 Mar 2015
Research & Ideas

Retail Reaches a Tipping Point—Which Stores Will Survive?

everything—was reportedly in conversations to buy some of those storefronts—possibly its first real beach-head in the brick-and-mortar world. As harbingers of the future of retail, these events certainly caught the attention of Harvard Business School View Details

Keywords: by Sean Silverthorne; Retail

01 Mar 2006
News

Back to School

Campaign for Human Capital. He then oversaw the implementation of a variety of efforts, including a marketing blitz touting the benefits of teaching in Philadelphia; a recruitment event, “Rolling Out the Red Carpet”; leadership training... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services; Elementary and Secondary Schools; Educational Services

October 2009
Teaching Note

Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)

By: F. Warren McFarlan

Teaching Note for [308052]. View Details

Keywords: Business Plan; Goals and Objectives; Competition; Research and Development; Globalization; Innovation and Invention; Brands and Branding; Problems and Challenges; Food and Beverage Industry; China

Citation

Purchase

25 Aug 2014
News

The First Five Years: Raymond Hwang (MBA 2010)

thorough understanding of the problem and a surgical plan to address it. Your job is to execute that plan with as little variation as possible. The ‘same way, every time’ is the mantra of the surgeon. Once... View Details

Keywords: Ambulatory Health Care Services; Health, Social Assistance

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 Jun 2016
News

Taking Care of Business

natural course of things is often upended by someone saying, ‘This is what I really need right now,’” says Mahesh. “That tends to change the priorities of your plan and development cycle.” Knock out!, an NVC winner in 2012, brought... View Details

Keywords: Julia Hanna

23 Jun 2015
First Look

First Look: June 23, 2015

competitive dynamics in 644 geographically isolated markets in which a nationwide retail bank conducted business over a five-year period. We find that customers defect at a higher rate from the incumbent following increased service... View Details

Keywords: Sean Silverthorne

16 Apr 2001
Research & Ideas

Depression or Euphoria? Navigating the Market’s Mood Swings

The financial field may be permanently changed by the explosive ups and downs of the tech sector, but old standards of quality and planning will still make or break new businesses, HBS professor Howard H. Stevenson said. In his keynote... View Details

Keywords: by Carrie Levine

05 Aug 2002
Research & Ideas

Understanding the Process of Innovation

Michael Collins is looking to diversify. His company, Big Idea Group, currently produces only children's toys, but he thinks his process for discovering, refining, and bringing ideas to market can work in other niches. As the Harvard... View Details

Keywords: by Loren Gray

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

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

08 Jun 2010
First Look

First Look: June 8

Korea's earliest and largest mutual fund company, plans to expand internationally. After first offering emerging market funds to its Korean customers, the company then began selling local-currency funds in... View Details

Keywords: Martha Lagace

25 Mar 2001
Research & Ideas

Who Wants to Be an Entrepreneur? [Part II]

Professor William A. Sahlman calls "the problem of simultaneity." If, as the business school defines it, entrepreneurship is the pursuit of a business opportunity requiring resources beyond one's control, Polished was all opportunity and no resources. Rhyne... View Details

Keywords: by John S. Rosenberg

Publications