Market Segmentation And Target Market Selection - Publications - Faculty & Research

26 Oct 2009
Lessons from the Classroom

The New Deal: Negotiauctions

negotiations and auctions are the only two ways in which assets get sold in any market economy. There's a deep literature on each of these mechanisms but very little on the interplay between the two—that... View Details

Keywords: by Julia Hanna

20 Jun 2016
Research & Ideas

When Predicting Other People's Preferences, You're Probably Wrong

John, an assistant professor in the Negotiation, Organizations, and Markets unit at Harvard Business School. “They assume the Bachelor can only like one type of woman.” “When you like one lake, people infer... View Details

Keywords: by Carmen Nobel; Retail

31 Mar 2014
Research & Ideas

Encouraging Niche Content in an Ad-Driven World

receive," Zhu explains. "I could also find advertisers interested in reaching scientists, and these advertisers may have a high willingness to pay once you bring them a targeted group of potential... View Details

Keywords: by Julia Hanna; Information; Publishing; Journalism & News

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

pursue these two models and do fine, says Holt. 'something Different' But the brands that interest him most, consumer brands that maintain the most powerful grip on the market for years running, don't fit... View Details

Keywords: by Martha Lagace

29 Jan 2013
Research & Ideas

Creating the Perfect Super Bowl Ad

question whether ads, including the over-the-top Super Bowl spots, have become too entertaining, says Thales S. Teixeira, an assistant professor in the Marketing unit at Harvard Business School. In upcoming research, Why, When View Details

Keywords: by Kim Girard; Advertising; Media & Broadcasting

15 Aug 2011
Research & Ideas

A New Model for Business: The Museum

along with companies like Apple, Facebook, and Progressive Insurance, is a leading example of firms that are thinking about customers in a new way—much like how a museum curator orchestrates the experience of patrons. Weaver, an assistant... View Details

Keywords: by Carmen Nobel

18 Feb 2013
Research & Ideas

Breaking Through a Growth Stall

team to what is actually going on. Effective customer selection requires segmenting a market based on the benefits that customers receive and... View Details

Keywords: by Sean Silverthorne

10 Jun 2013
Research & Ideas

How Numbers Talk to People

particular CSI story involved lost revenue on hotel payment transactions. Analysis of data suggested that after a customer had selected a hotel, filled in the travel and billing information, then clicked the... View Details

February 2003 (Revised October 2003)
Case

Cable Data Systems

By: Paul W. Marshall and Todd H Thedinga

Describes the operating challenges of Cable Data Systems (CDS), a minority-owned cable installation company with a dual mission of maximizing profits and providing employment opportunities to minorities in urban markets. Following the merger of two cable installation... View Details

Keywords: Selection and Staffing; Employment; Forecasting and Prediction; Urban Scope; Cost Management; Infrastructure; Labor Unions; Demand and Consumers; Demographics; Media and Broadcasting Industry; Media and Broadcasting Industry; Boston

Citation

Find at Harvard

25 Apr 2017
First Look

First Look at New Research, April 25

regularly ascribed to culture, Latin sensuousness, and machismo attitudes, this article shows that the growth of the industry was historically contingent. It was shaped by corporations, especially Avon and... View Details

Keywords: Sean Silverthorne

18 Jun 2001
Research & Ideas

Tech Investment the Wise Way

will gain and hold advantage over rivals. Defining a business model to commercialize a new technology begins with articulating a value proposition inherent in the new technology. The model must also specify a group of customers or a View Details

Keywords: by Henry Chesbrough & Richard S. Rosenbloom

06 May 2015
What Do You Think?

Are You Ready for Personalized Predictive Analytics?

Summing Up Personal Predictive Analytics: Should We Be Careful What We Wish For? The world of continuous monitoring of numerous sensors for machines and humans, limitless information storage capacity, and... View Details

Keywords: by James Heskett

15 Apr 2002
Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

feel, color and cost, and the increased emotional element associated with more fashionable clothing, which is often purchased for special events. However, the Internet is expected to penetrate the fashion... View Details

Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail

30 Dec 2013
Research & Ideas

Most Popular Articles of 2013

Lemmens and Sunil Gupta provides a novel method for determining which customers to target in order to maximize the profit of a retention campaign. The Impact of Patent Wars on Firm Strategy: Evidence from... View Details

Keywords: by Staff

01 Sep 2014
News

All For One

question was how to do it. At Indian electronics firm HCL Technologies, incoming CEO Vineet Nayar inherited a once-great technology company that had lost its way by the time he took over in 2005. The company had steadily lost market share... View Details

Keywords: Michael Blanding; faculty; research; Market Research, Photo, Translation, Veterinary and Other Services; Market Research, Photo, Translation, Veterinary and Other Services

April 2021 (Revised April 2021)
Teaching Plan

Nehemiah Mfg. Co.: Providing a Second Chance

By: Brian Trelstad and John Masko

Teaching Plan for HBS Case No. 320-008. In 2009, Dan Meyer and Richard Palmer, two veterans of the fast-moving consumer goods (FMCG) industry, founded Nehemiah Manufacturing to build FMCG brands while providing jobs to Cincinnati, Ohio’s beleaguered urban core. Two... View Details

Keywords: Social Entrepreneurship; Retention; Selection and Staffing; Employment; Human Capital; Growth Management; Brands and Branding; Social Marketing; Mission and Purpose; Prejudice and Bias; City; Urban Scope; Consumer Products Industry; Manufacturing Industry; Ohio; United States

Citation

Purchase

27 Jul 2011
Research & Ideas

Customer Loyalty Programs That Work

Loyalty In Retail Self-service retail, which started with customers selecting their own merchandise in the 1930s and evolved to modern conveniences including self-checkout lanes, has saved businesses labor... View Details

Keywords: by Maggie Starvish; Retail

14 Oct 2013
Research & Ideas

Time that Government Reopens for Business

stimulative enough—and they were worried about their reelection prospects. Now you've got a world capital market that is acutely sensitive about what the Fed does. One thing underreported in the media is that when the Fed flooded the US... View Details

Keywords: by Jim Aisner

09 Jun 2009
First Look

First Look: June 9

evidenced by the transmission of patenting behavior, but they do not match on this dimension. We demonstrate this in two-stage models that adjust for the endogeneity of the matching process, using a modification of propensity score estimation View Details

Keywords: Martha Lagace

November 2000 (Revised April 2001)
Case

CMR Enterprises

By: Das Narayandas and Mary N. Caravella

Sam Marcus recently purchased a small cabinet-making company, and is looking for dramatic growth. The company competes in commercial and residential construction markets; shortly after the acquisition, the company gains a large new residential customer. The case traces... View Details

Keywords: Acquisition; Customer Relationship Management; Entrepreneurship; Leadership; Marketing Strategy; Performance Evaluation; Relationships; Segmentation; Construction Industry

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