Publications

August 2017
Case

RoboTech: Storming into the U.S. Market

By: Christopher A. Bartlett, Rachel Gordon and John J. Lafkas

This case describes the challenges facing the CEO of a small, Singapore-based industrial robotics company that decides to diversify away from its core industrial robot business by leveraging its expertise into the medical-devices industry. It launches an innovative... View Details

Keywords: Market Entry and Exit; Diversification; Product Launch; Competitive Strategy; Globalized Firms and Management; Medical Devices and Supplies Industry; Technology Industry; Singapore; United States

Web

Multimedia Development | Information Technology

Multimedia Development Blending technology, storytelling, and the HBS case method About Us Meet the team, take a peek behind the scenes, and hear more about the impact of our work. Catalog of Products Browse our catalog of media-enhanced... View Details

28 Sep 2015
Research & Ideas

Six Lessons from Mobile Money Ventures in Developing Countries

In many emerging economies, the need to give people in poverty better access to financial services seems obvious. The mobile phone is a perfect vehicle, given their widespread adoption, even among the financially less well off. Designing a profitable solution for an... View Details

Keywords: by Dina Gerdeman; Financial Services; Telecommunications

October 2002 (Revised November 2003)
Case

Wal-Mart Neighborhood Markets

By: David E. Bell, Jeffrey M. Feiner and Iris T. Li

Wal-Mart has been growing at 15% per year for the last 10 years. Can it keep growing at that rate for the next 10 years? CEO Lee Scott reflects on his strategy for achieving such growth, relying on a combination of supercenters, neighborhood markets, and international... View Details

Keywords: Growth and Development; Leadership; Growth and Development Strategy; Marketing; Strategy; Retail Industry; United States

March 2009 (Revised October 2009)
Case

CalPERS' Emerging Equity Markets Principles

By: Robert G. Eccles and Aldo Sesia

The California Public Employees' Retirement System (CaIPERS)—the largest public pension fund in the U.S.—had adopted a new principles-based approach to investing in emerging market equities in November 2007. Previously, CalPERS internal and external money managers were... View Details

Keywords: Values and Beliefs; Investment Return; Investment Funds; Investment Portfolio; Emerging Markets; Corporate Social Responsibility and Impact; Value; Financial Services Industry; Public Administration Industry; China; California

March 1994 (Revised July 1995)
Case

Lotus Development Corp. in 1994

Jim Manzi, president and CEO of Lotus, must decide whether to position the firm as a provider of network applications or of the architectural programs required to support network applications. The decision will have lasting implications for Lotus's position in both... View Details

Keywords: Information Infrastructure; Competitive Advantage; Applications and Software; Industry Structures; Information Technology Industry

Find at Harvard

Program

Strategic Marketing for Driving Growth

more business growth. This program is eligible for the Digital Transformation Certificate. Learn More Key Benefits Effective marketing strategy development and implementation is a crucial piece of the puzzle... View Details

2010
Working Paper

Multinational Strategies and Developing Countries in Historical Perspective

By: Geoffrey Jones

This working paper offers a longitudinal and descriptive analysis of the strategies of multinationals from developed countries in developing countries. The central argument is that strategies were shaped by the trade-off between opportunity and risk. Three broad... View Details

Keywords: History; Competition; Multinational Firms and Management; Corporate Strategy; Developing Countries and Economies; Business and Government Relations

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January 2004
Background Note

Why Developers Don't Understand Why Consumers Don't Buy

By: John T. Gourville

Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details

Keywords: Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias

November 2000 (Revised April 2004)
Case

Airbus A3XX: Developing the World's Largest Commercial Jet (A)

By: Benjamin C. Esty and Michael Kane

In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet known as the A3XX that would seat from 550 to 1,000 passengers. Having secured approximately 20 orders for the new jet,... View Details

Keywords: Risk and Uncertainty; Investment; Forecasting and Prediction; Capital Budgeting; Valuation; Government and Politics; Demand and Consumers; Product Development; Product Positioning; Air Transportation Industry; Manufacturing Industry

March 2012 (Revised February 2013)
Background Note

The Hybrid Vehicle Market

By: Michael W. Toffel and Nazli Z. Uludere Aragon

This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects... View Details

Keywords: Competitive Strategy; Environmental Sustainability; Product Development; Information Technology; Governing Rules, Regulations, and Reforms; Auto Industry; Manufacturing Industry; Japan; United States

1974
Chapter

Marketing in Nicaragua

By: James E. Austin

Keywords: Marketing; Developing Countries and Economies; Nicaragua

25 Oct 2010
HBS Case

Tesco’s Stumble into the US Market

makes ideal Harvard Business School case material for teaching everything from multinational strategy to on-the-ground logistics. Marketing professor John A. Quelch recently introduced Tesco PLC: Fresh & Easy in the United States,... View Details

Keywords: by Sean Silverthorne; Retail

2022
Working Paper

Why Do Index Funds Have Market Power? Quantifying Frictions in the Index Fund Market

By: Zach Y. Brown, Mark Egan, Jihye Jeon, Chuqing Jin and Alex A. Wu

Index funds are one of the most common ways investors access financial markets and are perceived to be a transparent and low-cost alternative to active investment management. Despite these purported virtues of index fund investing and the introduction of new products... View Details

Keywords: Mutual Funds; Passive Investing; Asset Management; Financial Markets; Investment Funds; Financial Management; Financial Services Industry; United States

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Fast Answer

Medical equipment/instrument/devices: Marketing

Where can I find articles on marketing in areas of medical equipment/instrument/devices? ABI/ProQuest - may begin with a search strategy: (medical devices) AND su(marketing strategy) Medical Marketing &... View Details

May 2011 (Revised September 2015)
Background Note

A Note on Private Equity in Developing Countries

By: Josh Lerner, Ann Leamon and Abishai Vase

This note provides an overview of private equity in emerging markets as of late 2009. View Details

Keywords: Development Economics; Developing Countries and Economies; Private Equity; Investment; Emerging Markets

2017
Chapter

Marketing Models for the Customer-Centric Firm

By: Eva Ascarza, Peter S. Fader and Bruce G.S. Hardie

A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition, customer retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they... View Details

Keywords: Customer Value and Value Chain; Customer Focus and Relationships

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Research Summary

Entrepreneurial Management: Customer Discovery and Business Development

This research focuses on: (a) market research methods and tactics suitable to startups seeking their initial customers and validation of their initial business model; (b) guidelines for conducting visits with potential customers as part of the startup ptrocess; and (c)... View Details

March 1992
Background Note

Researching and Monitoring Consumer Markets

By: Robert J. Dolan

Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details

Keywords: Demand and Consumers; Product Marketing; Product Development; Research