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Show Results For
- All HBS Web
(8,724)
- People (17)
- News (1,393)
- Research (5,969)
- Events (23)
- Multimedia (24)
- Faculty Publications (4,402)
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- October 2010
- Article
Unleashing the Power of Marketing
By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details
Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry
Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
- 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
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised October 2024.)
- February 2006 (Revised September 2007)
- Background Note
Winner-Take-All in Networked Markets
Discusses platform structure in new networked markets, that is, whether a market that exhibits network effects will be served by a single platform or by rival platforms. Defines "platforms" and "platform structure"; describes factors that influence the odds that a... View Details
Keywords: Forecasting and Prediction; Growth Management; Network Effects; Digital Platforms; Internet and the Web
Eisenmann, Thomas R. "Winner-Take-All in Networked Markets." Harvard Business School Background Note 806-131, February 2006. (Revised September 2007.)
- January 1979 (Revised February 1987)
- Background Note
Note on Market and Consumer Research
Discusses scope of market and consumer research, steps in the research process, and how managers use research in marketing and decision-making. View Details
Reibstein, David J., and L. Scott Ward. "Note on Market and Consumer Research." Harvard Business School Background Note 579-136, January 1979. (Revised February 1987.)
- September 2020 (Revised July 2022)
- Teaching Note
Algorithmic Bias in Marketing
By: Ayelet Israeli and Eva Ascarza
Teaching Note for HBS No. 521-020. This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and... View Details
- February 22, 2023
- Article
How to Seed Organic Marketing in a Video-First World
By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
- 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
Lal, Rajiv, Forest L. Reinhardt, and Natalie Kindred. "Sprouts Farmers Market." Harvard Business School Case 524-059, January 2024.
- September 2000 (Revised October 2002)
- Case
National Logistics Management
By: Lynda M. Applegate, Mary Rotelli and Kristin Kohler
National Logistics Management (NLM), a third-party logistics company, is a successful, profitable business that provides a more cost-effective and efficient means to expedite premium freight. With the logistics landscape changing, NLM's market niche is threatened. Can... View Details
Keywords: Entrepreneurship; Business Strategy; Competitive Strategy; Growth and Development Strategy; Business or Company Management; Logistics; Industry Structures; Planning; Service Industry
Applegate, Lynda M., Mary Rotelli, and Kristin Kohler. "National Logistics Management." Harvard Business School Case 801-110, September 2000. (Revised October 2002.)
- 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)
Rangan, V. Kasturi, Anita Elberse, and Marie Bell. "Marketing New York City." Harvard Business School Case 506-022, April 2006. (Revised October 2008.)
- October 1995 (Revised December 1995)
- Case
Marketing the National Hockey League
By: V. Kasturi Rangan and Marie Bell
One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details
Keywords: Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry
Rangan, V. Kasturi, and Marie Bell. "Marketing the National Hockey League." Harvard Business School Case 596-059, October 1995. (Revised December 1995.)
- Research Summary
Managing Networked Businesses
Platform-based businesses that leverage network effects face a distinctive set of management challenges. A platform encompasses components and rules that facilitate interactions between the platform's users. A platform-based product or service exhibits a network... View Details
- 2009
- Chapter
Government as Risk Manager
By: Tom Baker and David Moss
We explain the four basic ways to manage risk: prevention, risk shifting, risk spreading, and loss control. We set out five principles of effective government risk management gleaned from extensive historical study: (1) link responsibility and control, (2) manage moral... View Details
Baker, Tom, and David Moss. "Government as Risk Manager." Chap. 4 in New Perspectives on Regulation, edited by David Moss and John Cisternino, 87–109. Cambridge, MA: Tobin Project, 2009.
- 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
Cespedes, Frank V. "Aspects of Marketing Organization: An Introduction." Harvard Business School Background Note 589-062, October 1988. (Revised October 1989.)
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
U.S. companies spent a staggering $285 billion on advertising in 2006, according to Advertising Age. That's a lot of dollars and expectations being handed to advertising managers to generate returns. But do View Details
Keywords: by Sean Silverthorne
- May 2007 (Revised March 2010)
- Case
Maria Sharapova: Marketing a Champion (A)
By: Anita Elberse and Margarita Golod
In July 2004, a then 17-year-old Maria Sharapova won Wimbledon, arguably the most prestigious tennis tournament in the world. Max Eisenbud, Sharapova's agent at International Management Group (IMG), knew the championship would lead to a flood of new opportunities. What... View Details
Elberse, Anita, and Margarita Golod. "Maria Sharapova: Marketing a Champion (A)." Harvard Business School Case 507-065, May 2007. (Revised March 2010.)
- September–October 2020
- Article
Managing Churn to Maximize Profits
By: Aurelie Lemmens and Sunil Gupta
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details
Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit
Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973.
- December 1992 (Revised November 1994)
- Case
Becton Dickinson Division: Marketing Organization
By: Frank V. Cespedes
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details
Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry
Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.)
- Research Summary
Institutions and Markets
Alexander Dyck's academic articles, case studies and course development show how incentive policies, ownership structures, regulatory agencies and corporate governance institutions determine whether hopes for value creation through private sector expansion will be met.... View Details
- 2014
- Teaching Note
Zenglibao: An Internet Money Market Fund Run By Tianhong Asset Management Co., LTD. (TN)
By: F. Warren McFarlan, Yongjun Jin and Xiaohui Li
Mobile Internet has imposed an increasing impact on traditional finance. Firstly, some financial business modules can be operated via mobile Internet, and the corresponding transaction cost is greatly reduced. For example, payment by traditional bank draft is replaced... View Details
Keywords: Internet; China; Mobile Devices; Finance; Internet and the Web; Mobile and Wireless Technology; China
McFarlan, F. Warren, Yongjun Jin, and Xiaohui Li. "Zenglibao: An Internet Money Market Fund Run By Tianhong Asset Management Co., LTD. (TN)." Tsinghua University Teaching Note, 2014.
- February 2011 (Revised February 2012)
- Case
Online Marketing at Big Skinny
By: Benjamin Edelman and Scott Duke Kominers
Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details
Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry
Edelman, Benjamin, and Scott Duke Kominers. "Online Marketing at Big Skinny." Harvard Business School Case 911-033, February 2011. (Revised February 2012.) (request a courtesy copy.)