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- All HBS Web
(2,680)
- People (8)
- News (708)
- Research (1,602)
- Events (2)
- Multimedia (7)
- Faculty Publications (849)
- July 2010
- Supplement
Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)
By: Thomas J. Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition -... View Details
- February 2010
- Supplement
Marketing Analysis Toolkit: Breakeven Analysis (CW)
By: Thomas J. Steenburgh and Jill Avery
This Excel worksheet contains sample problems, prebuilt Excel models to run breakeven analyses, and charts and graphs which help visualize the results. It is designed to accompany "Marketing Analysis Toolkit: Breakeven Analysis." View Details
- July 1993 (Revised November 1993)
- Case
European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering
The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, is planning its debut in the international capital markets through a bond issuance of $500 million. The bank must determine its marketing... View Details
Rayport, Jeffrey F. "European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering." Harvard Business School Case 594-005, July 1993. (Revised November 1993.)
- 06 Apr 2007
- What Do You Think?
Will Market Forces Stop Global Warming?
Summing Up Debate on this month's questions occurred on at least three levels. Is global warming occurring? Do humans (primarily through CO2 emissions) have much to do with it? Should we rely on market forces to provide appropriate responses, or will this require... View Details
- 17 Aug 2022
- News
To Serve and Protect the Markets
Every day, in her role as the director of the Atlanta Regional Office of the Securities and Exchange Commission (SEC), Nekia Hackworth Jones (MBA 2003) stands in the breach between the $100 trillion in securities traded on U.S. equity View Details
Keywords: Margie Kelley
- May 2009 (Revised December 2009)
- Teaching Note
Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)
By: John A. Quelch and Heather Beckham
Teaching Note to Briefcase 4128 View Details
- 24 Apr 2014
- News
Unlocking mobile money in emerging markets
might wish to follow her lead? “Things generally take a lot longer to implement, and you need to build certain cultural factors into your business plan and understand how best to manage those. Patience and persistence are must-haves. Find... View Details
- 18 Jan 2018
- News
Making a Mark in Multicultural Marketing
the first in her extended family to attend college. Before starting Mirror Digital, she worked in the media and technology group at Morgan Stanley, executing corporate finance and merger and acquisition transactions, and in strategic View Details
- Web
Marketing Awards & Honors - Faculty & Research
Marketing Science , September–October 2021) with Nitin Mehta, Param Singh, and Kannan Srinivasan. 2021 Eva Ascarza : Finalist for the 2021 Weitz-Winer-O'Dell Award for “The Perils of Proactive Churn Prevention Using View Details
- June 2012
- Class Lecture
Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox
By: Rohit Deshpandé
A product's country of origin establishes its authenticity. This is the provenance paradox. Consumers associate certain geographies with the best products: French wine, Italian sports cars, Swiss watches. Competing products from other countries - especially developing... View Details
Keywords: Global Business; Branding; Strategic Planning; Strategic Positioning; Emergent Countries; Consumer Perception; Developing Markets; Brands and Branding; Geographic Location; Globalized Markets and Industries; Perception; Emerging Markets; Product Positioning; Global Strategy; Marketing Strategy; Food and Beverage Industry; Venezuela
Deshpandé, Rohit. "Why You're Not Buying Venezuelan Chocolate: The Provenance Paradox ." Harvard Business School Class Lecture 512-703, June 2012.
- 21 Jan 2015
- Lessons from the Classroom
Managing the Family Business: Market Basket’s Lessons About Buyouts
family and business. And when buyouts do happen, they usually come late. "Buyouts of family owners rarely happen—even when it is clearly a good option" The Case Of Market Basket Market Basket, a... View Details
Keywords: Retail
- 29 Mar 2017
- Video
David Brunell (MBA 1962) – Bringing Markets to Myanmar
- July 2013 (Revised August 2017)
- Case
TaKaDu
By: Elie Ofek and Matthew Preble
In December 2012, Amir Peleg, founder and CEO of TaKaDu, reflected on how to position his young firm for the next fiscal year and beyond. The small Israeli startup had developed an innovative software system that used patented algorithms and statistical analysis to... View Details
Keywords: Innovation; Customer Selection; Business Marketing; High-tech Marketing; Enterprise Resource Planning; Water Resources; Water Management; Utilities; Product Positioning; Expansion; Resource Allocation; Applications and Software; Entrepreneurship; Business Startups; Business Strategy; Innovation and Invention; Growth and Development Strategy; Utilities Industry; Australia; Israel
- October 2011 (Revised September 2014)
- Case
Paddle8: Painting a New Picture of the Art Market
By: Mukti Khaire
The Paddle8 case is a short case that presents the idea for a new business in the global art market and asks students to evaluate whether it will work, given the structure and unique workings of the art market. Paddle8 is a New York-based startup that partners with... View Details
Keywords: Arts; Business Plan; Business Startups; Corporate Entrepreneurship; Internet and the Web; Trade; Fine Arts Industry; New York (city, NY)
Khaire, Mukti. "Paddle8: Painting a New Picture of the Art Market." Harvard Business School Case 812-047, October 2011. (Revised September 2014.)
- 14 Nov 2016
- Op-Ed
5 Lessons I Hope Marketers Don’t Learn from Donald Trump
If marketing is a profession, and I hope it is, then I suggest there are five rules that marketers should not follow in the interests of self-respect and respect for the profession. It pays to pander. No it... View Details
Keywords: by John A. Deighton
- Web
Online Entrepreneurial Marketing Course | HBS Online
This course is part of the Marketing track. Introduction to Entrepreneurial Marketing ENROLL NOW No application needed for our certificate programs. Start your journey today! New Entrepreneurial View Details
- 02 Aug 2018
- News
Can Marketing Help Halt the Heroin Epidemic?
advertising and marketing filled with stark depictions of the harsh realities of drug use. On this episode of Skydeck, Langford speaks with associate editor Julia Hanna about how they’ll craft these messages, how effective they can be—and... View Details