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2015
Other Teaching and Training Material

Competitive Strategies Marketing Reading

By: Jill Avery and Sunil Gupta

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details

Keywords: Competitive Strategy

Article

Platform Competition: Betfair and the U.K. Market for Sports Betting

By: Ramon Casadesus-Masanell and Neil Campbell

We examine two episodes of strategic interaction in the U.K. betting industry: (i) Betfair (an entrant multi-sided platform or MSP) vs. Flutter (also an MSP) and (ii) Betfair vs. traditional bookmakers. We find that although Betfair was an underfunded second mover in... View Details

Keywords: Platform Design; Betting; Complements; Competing Business Models; Co-opetition; Entry; Multi-Sided Platforms; Design; Network Effects; Business Model; Competition; Cooperation

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07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

On Sunday November 6, over 350 people flocked to the Harvard Business School campus to attend the Marketing Innovation Conference. This year’s theme, “Marketing Reimagined”, drew a wide range of attendees... View Details

Keywords: Entertainment / Media / Sports

05 Feb 2009
Research & Ideas

In Praise of Marketing

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business... View Details

Keywords: by John Quelch; Advertising

08 Mar 2023
News

Stephen Greyser, a Business and Marketing Educator, Gets the Star Treatment

2025
Working Paper

Government-Brokerage Analysts and Market Stabilization: Evidence from China

By: Sheng Cao, Xianjie He, Charles C.Y. Wang and Huifang Yin

We show analysts at government-controlled brokerage firms serve as a market stabilization tool in China. Using earnings forecasts from 2005–2019, we find government-brokerage analysts issue relatively more optimistic—yet less accurate and timely—forecasts during... View Details

Keywords: Sell-side Analysts; Forecast Optimism; Forecast Accuracy; Government Incentives; Market Stabilization; Government Ownership; Coordinated Economies; Stocks; Forecasting and Prediction; Business and Government Relations; Emerging Markets

January 2014 (Revised December 2014)
Case

GenapSys: Business Models for the Genome

By: Richard G. Hamermesh, Joseph B. Fuller and Matthew Preble

GenapSys, a California-based startup, was soon to release a new DNA sequencer that the company's founder, Hesaam Esfandyarpour, believed was truly revolutionary. The sequencer would be substantially less expensive—potentially costing just a few thousand dollars—and... View Details

Keywords: DNA Sequencing; Life Sciences; Business Model; Innovation ＆ Entrepreneurship; Health Care and Treatment; Genetics; Business Strategy; Biotechnology Industry; Pharmaceutical Industry; Technology Industry; Health Industry; Medical Devices and Supplies Industry; United States

January 2024
Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred

Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details

Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona

April 1996 (Revised December 2011)
Background Note

Responding to Market Failures

Broadly defines the concept of market failure and explores options for responding to it. It pays particular attention to the role of business leaders in addressing market deficiencies. View Details

Keywords: Management; Corporate Social Responsibility and Impact

Fall 2012
Article

Marketing and Public Policy: Transformative Research in Developing Markets

By: C. Shultz, Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar and A. Veeck

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers... View Details

Keywords: Demand and Consumers; Development Economics; Marketing Strategy; Emerging Markets

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2007
Blog

Harvard Business Online—Marketing Know:How: How Marketing Hype Hurt Boeing and Apple

By: John A. Quelch

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April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

August 2005 (Revised August 2007)
Background Note

Why Study Emerging Markets

By: Tarun Khanna, Krishna G. Palepu and Kjell Ke-Li Carlsson

Emerging markets have attracted considerable attention and are likely to become an increasingly important political and economic force. They represent an enormous opportunity for entrepreneurs, multinationals, and investors but also pose a threat for products, jobs,... View Details

Keywords: Profit; Multinational Firms and Management; Corporate Governance; Emerging Markets; Problems and Challenges; Opportunities

October 2008
Class Lecture

Marketing as Competitive Advantage: Fundamentals

By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska

Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details

Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation

May 9, 2024
Article

Business Education Is Broken: Here Are Strategies to Fix It

By: Andrew J. Hoffman

Business schools have lost their way. Students are schooled in a system that, having raised the standard of living for millions of people over centuries, is now facing systemic failures in both the environmental and social domains—failures that market forces cause and,... View Details

Keywords: Education Reform; Business And Society; Climate Change; Equality and Inequality; Environmental Sustainability; Business Education

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

Web

Creating Emerging Markets

Thriving in Growth & Turbulence The Creating Emerging Markets project provides a unique research and teaching resource on business leadership in Africa, Asia, Latin America and the Middle East over recent... View Details

2014
Other Teaching and Training Material

Marketing Reading: Customer Management

By: Sunil Gupta

This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or... View Details

Keywords: Customer Acquisition; Customer Churn; Customer Profitability Analysis; Customer Retention; Firm Value; Organizational Structure

September 2014 (Revised November 2014)
Case

Marketing Marijuana in Colorado

By: John A. Quelch and David Lane

Colorado's 2014 legalization of marijuana for adult recreational (not just medical) use created a new market that entrepreneurs rushed to enter, channeled by regulations that aimed to minimize marijuana's access to minors while not stifling the emergent new industry.... View Details

Keywords: Public Health; Regulation; Marijuana; Plant-Based Agribusiness; Public Sector; Entrepreneurship; Health Care and Treatment; Agriculture and Agribusiness Industry; Health Industry; Colorado

August 2020 (Revised October 2024)
Case

Digital Marketing at HBS Online

By: Sunil Gupta and Rajiv Lal

In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details

Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston

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