Marketing Plans - Publications - Faculty & Research

April 1985 (Revised September 1986)
Case

CML Group, Inc.: Going Public (B)

Contains a description of some issues confronting management of CML Group as the company progresses toward making an initial public offering. Among the issues and topics addressed in the case are: considerations in choosing an underwriting team, the initial public... View Details

Keywords: Business or Company Management; Initial Public Offering; Financial Markets; Financial Strategy; Planning; Cost vs Benefits; Strategy; Entrepreneurship; Consumer Products Industry; Retail Industry

Citation

Educators

Purchase

01 Jun 2008
News

Faculty Books

develop an effective strategy (with tools such as SWOT analysis and strategic-change agendas); plan execution of the strategy (through portfolios of strategic initiatives linked to strategy maps and Balanced Scorecards); put strategy into... View Details

Keywords: Educational Services; Business Schools & Computer & Management Training; Educational Services; Publishing Industries (except Internet); Information; Management

Profile

Venus Miller

In high school, Venus Miller got the marketing bug in a big way. Recruited into DECA/Delta Epsilon Chi, an international organization that promotes marketing and business education among high school and... View Details

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

17 Apr 2014
News

York Street Partners, Busbud Take Top Honors in Alumni New Venture Competition

market transformation in Sri Lanka. The YSP leadership team, comprising entirely of US-trained Sri Lankans, is united by a passion to support the country's post-conflict resurgence. While the investment banking View Details

Keywords: New Venture Competition; Securities, Commodities, and Other Financial Investments; Finance; News, Library, Internet, and Other Services; Information

Profile

Rachel Silverstein

to wear a lot of different hats – when you're lean, it's all hands on deck. I got involved in opening a new market launching a digital app launching a meal plan subscription product wholesale testing many... View Details

Keywords: Financial Services; Retail/Hospitality; CPG

Portrait Project

Kathleen Schlaff

You never ever know what is around the corner. No matter how well planned I thought my life was, it really threw me a few curve balls this year. When my aunt called me last summer to tell me that my father, who I adore, had unexpectedly... View Details

01 Sep 2015
News

High Yields

Illustration by Chris Philpot Hobbyist drones might make headlines with their crashes on the White House lawn, but the market for unmanned vehicles is rapidly expanding beyond the niche: Over the next decade, according to industry trade... View Details

Keywords: Francis Storrs

18 Feb 2014
First Look

First Look: February 18

dioxide (CO2) from the atmosphere. The company plans to market the captured CO2 to produce low carbon transportation fuels in markets such as California where regulation,... View Details

Keywords: Sean Silverthorne

20 Sep 2004
Research & Ideas

How Consumers Value Global Brands

In 2002, we carried out a two-stage research project in partnership with the market research company Research International/USA to find out how consumers in different countries value global brands. First, we conducted a qualitative study... View Details

Keywords: by Douglas B. Holt, John A. Quelch & Earl L. Taylor

31 May 2011
First Look

First Look: May 31

make purchases. Retailers, however, felt that major credit and debit card issuers had too much market power which was leading to higher costs for retailers to accept such payment forms. Consumers were increasingly adopting smart phones... View Details

Keywords: Sean Silverthorne

01 Sep 2004
News

A Market-Based Prescription

they price their products depend on consumer demand, value, and traditional market forces. Our present system suppresses these forces and innovation. Doctors can only provide services that fit static billing and payment codes. These codes... View Details

Keywords: Deborah E. Blagg; Colleges, Universities, and Professional Schools; Educational Services; Health, Social Assistance

21 Oct 2010
News

Hell? Maybe Not.

making a particularly strong showing.) For Ramaswamy, prepping has involved reading up on market activity, putting in time at the Bloomberg terminals, and asking sectionmates to help talk her through tricky interview questions. “It... View Details

Keywords: Colleges, Universities, and Professional Schools; Educational Services; Management, Scientific, and Technical Consulting Services; Professional Services

31 Oct 2004
Research & Ideas

The New CEO’s Wrong Message

was largely a formality. The CEO saw it differently. He felt that the company's advertising had become stale and that a makeover should start right away—and this would most likely mean hiring a new agency. He put the marketing campaign on... View Details

Keywords: by Michael E. Porter, Jay W. Lorsch & Nitin Nohria

01 Jun 2016
News

Rethinking Housing in the Motor City

single-family houses—the largest strictly single-family housing market in the country,” Rhea explains. Lafayette Park, the Detroit neighborhood where he grew up in the 1970s, is one of the few exceptions. Populated with high rises and... View Details

Keywords: April White

01 Sep 2011
News

Faculty Learn Firsthand about Chinese Business

deep connections with HBS alumni on the mainland, McFarlan arranged a six-city itinerary of meetings with executives of major consumer products, textile, software, energy, microfinance, and banking concerns. In Beijing, the group spent two hours discussing financial... View Details

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

01 Sep 2008
News

The Business Environment in the 21st century

The business leaders surveyed for the colloquium suggested several ways in which business schools generally, and HBS in particular, could play a role. They included research and thought leadership on major challenges to capitalism; scenario View Details