Marketing Partnerships - Publications - Faculty & Research - Harvard Business School

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June 2012
Case

GlaxoSmithKline in Brazil: Public-Private Vaccine Partnerships

By: Arthur A. Daemmrich and Ian McKown Cornell

Three years into a major public-private partnership between GlaxoSmithKline and Fiocuz, Brazil's principal health institute, the company assesses technology transfer and joint research under the agreement. GSK was selling its Synflorix vaccine (against pediatric... View Details

Keywords: Public-Private Partnerships; Business and Government Relations; Foreign Direct Investment; Health Care and Treatment; Globalized Firms and Management; Biotechnology Industry; Pharmaceutical Industry; Brazil

01 Jun 2009
News

Inside the Partnership

juggernaut.” While much has changed for Goldman and other investment firms in the last year, its rise to prominence — driven by extraordinary individuals — is a matter of record. The following excerpts from The Partnership look at two of... View Details

Keywords: Garry Emmons

February 2013 (Revised June 2013)
Case

BTG Pactual: Preserving a Partnership Culture

Keywords: Stock Market; IPO; Corporate Lending; Initial Public Offering; Investment Banking; Banking Industry; Brazil

May 2004
Supplement

Slingshot Technology, Inc. Supplement: Partnership Agreements

By: Lynda M. Applegate and Elizabeth Collins

Slingshot Technology Inc. (STI) is a privately held software start-up founded in 1995 focused on identifying emerging spaces in the IT services industry and partnering with vendors selling promising but unproven technologies in those spaces. The vendors used STI to... View Details

Keywords: Entrepreneurship; Business Startups; Emerging Markets; Partners and Partnerships; Intellectual Property; Information Technology Industry; Consulting Industry

December 2016
Article

Corporate Sponsorship in Culture—A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

This paper examines cultural sponsorship from a partnership perspective. It studies the collaboration between two international institutions, a bank and a museum, and their value co-creation with customers and audiences. This in-depth case study of a sponsorship... View Details

Keywords: Sponsorship; Co-marketing; Partnerships; International Marketing; Arts Marketing; Relationship Marketing; Museums; Resource Integration; Marketing; Partners and Partnerships; Financial Institutions; Arts

March 2005 (Revised December 2005)
Case

Actis & CDC: A New Partnership

By: G. Felda Hardymon and Ann Leamon

The senior managing partner of Actis, a leading private equity investor in emerging markets, must decide whether to go into the market to raise money. Actis was spun out of CDC, a 50-year-old division of the U.K.'s Department for International Development, and is... View Details

Keywords: Private Equity; Partners and Partnerships; Emerging Markets; Financial Services Industry; United Kingdom

December 2008 (Revised October 2010)
Case

Paul Capital Partners: Secondary Limited Partnership Investing

By: David S. Scharfstein

This case examines the proposed purchase by Paul Capital Partners of a limited partnership (LP) interest in a private equity fund. Paul Capital has a fund dedicated to buying these "secondary" LP interests. The case is intended as a vehicle for discussing the secondary... View Details

Keywords: Capital; Investment; Private Equity; Valuation; Partners and Partnerships; Interests; Markets; Debates; Financial Services Industry

March 2009
Case

Putting Sparkle Into Soda-Club's European Partnerships

Daniel Birnbaum, new CEO of Soda-Club, has taken charge of a company with significant market penetration, brand equity, and revenues in certain European markets. The company is also plagued with hostile relationships with major distributors. He needs to decide how to... View Details

Keywords: Globalized Firms and Management; Partners and Partnerships; Distribution; Entrepreneurship; Crisis Management; Distribution Industry; Europe

2015
Working Paper

Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum

By: Ragnar Lund and Stephen A. Greyser

Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details

Keywords: Value Creation; Partners and Partnerships; Marketing Strategy; Culture; Banks and Banking

June 2021
Case

CFM International (A): Building a Durable Partnership That Works

By: Ranjay Gulati, Yves Doz, Kim Wilkinson and Kerry Herman

It is spring 1995, and the CFM partnership—a joint venture between GE Aviation and France’s jet engine manufacturer Snecma—is facing difficult challenges. The parent companies must decide whether and how to renew their nascent partnership agreement, in the face of... View Details

Keywords: Joint Ventures; Partners and Partnerships; Decision Making

September 1993 (Revised November 1993)
Supplement

Partnership for a Drug-Free America (B)

By: V. Kasturi Rangan, Diana Chapman Walsh, Barbara Moeykens and Rima E. Rudd

Keywords: Health Disorders; Advertising Campaigns

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July 2013 (Revised January 2014)
Case

Experience! The Finger Lakes: The Groupon Partnership Decision

By: Lynda M. Applegate, Chekitan S. Dev, Gabriele Piccoli and Arnold B. Peinado

In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New York State, was at a crossroads. The business was poised for growth, and its owners, Laura and Alan Falk, were... View Details

Keywords: Marketing Strategy; Social Marketing; United States

June 2004 (Revised May 2005)
Case

World Vision International's AIDS Initiative: Challenging a Global Partnership

By: Christopher A. Bartlett and Daniel F. Curran

After 25 years of building a network of interdependent, national organizations delivering relief and development that are responsive to local needs, World Vision's International office is planning to implement a major global HIV/AIDS initiative that challenges the... View Details

Keywords: Change Management; Decision Choices and Conditions; Globalized Markets and Industries; Governing and Advisory Boards; Management Systems; Networks; Partners and Partnerships; Welfare; Adaptation

June 2009 (Revised February 2010)
Case

Cirque du Soleil -- The High-Wire Act of Building Sustainable Partnerships

By: Ramon Casadesus-Masanell and Maxime Aucoin

The case describes the history and business model of Cirque du Soleil (CdS). The case allows for a rich discussion and analysis of Cirque du Soleil's business model with an emphasis on how it interacts with that of MGM Mirage. Le Cirque and MGM's business models... View Details

Keywords: Business Model; Investment; Profit; Globalized Markets and Industries; Growth and Development Strategy; Market Entry and Exit; Partners and Partnerships; Trust; Entertainment and Recreation Industry

July 2019 (Revised May 2020)
Supplement

Piramal e-Swasthya (C): A New Name, Bigger Scope, and Public-Private Partnerships

By: Rosabeth Moss Kanter and Joyce J. Kim

In 2010, Anand Piramal acquired the Health Management Research Institute (HMRI), a healthcare venture, and merged it with his original digital healthcare startup Piramal e-Swasthya (PeS), so that PeS became Piramal Swasthya. After acquiring HMRI, Piramal Swasthya... View Details

Keywords: Entrepreneur; Healthcare; Innovation; Emerging Economies; Scaling; Social Enterprise; Entrepreneurship; Health Care and Treatment; Innovation and Management; Emerging Markets; Growth and Development; Organizational Change and Adaptation; Partners and Partnerships; India

March 2019
Case

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli and David Lane

DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details

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)

February 2003
Article

Which Ties Matter When? The Contingent Effects of Interorganizational Partnerships on IPO Success

By: Ranjay Gulati and M. Higgins

This paper investigates the contingent value of interorganizational relationships at the time of a young firm's initial public offering (IPO). We compare the signaling value to young firms of having ties with two types of interorganizational partnerships: endorsement... View Details

Keywords: Interorganizatonal Relationships; Networks; Venture Capital; Initial Public Offering; Entrepreneurship; Biotechnology Industry

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November 2020
Teaching Note

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details

25 Aug 2022
News

Open Market

and changing market dynamics, all while still launching new products and services to remain competitive. Robinhood has adapted to many changes and, if anything, has proven to be a disruptor in how it has taken the concept of investing and... View Details

Keywords: Dan Morrell; illustration by Keith Negley; Securities, Commodities, and Other Financial Investments; Finance

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