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All HBS Web
(624)
- People (1)
- News (120)
- Research (371)
- Events (3)
- Multimedia (2)
- Faculty Publications (119)
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- 2022
- Working Paper
Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories
By: Rory McDonald
For a new market category to materialize, someone must actively bring it into existence. Yet it remains a mystery how entrepreneurs, whose resources are stretched thin, can accomplish this task. Prior research emphasizes the importance of market-shaping...
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- Winter 2021
- Article
How Would-Be Category Kings Become Commoners
By: Rory McDonald and Keith Krach
Category creation is the holy grail in business, but more often than not, the very companies that establish lucrative new markets don’t end up being the category kings. Why? Many executives undermine their own ventures’ standing by misinterpreting and misfiring on...
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McDonald, Rory, and Keith Krach. "How Would-Be Category Kings Become Commoners." MIT Sloan Management Review 62, no. 2 (Winter 2021): 76–82.
- April 2002
- Article
New Ways of Category Management
By: Alexander Kracklauer, Michael Leyk, D. Quinn Mills, Stefan Ruebke and Dirk Seifert
Keywords:
Management
Kracklauer, Alexander, Michael Leyk, D. Quinn Mills, Stefan Ruebke, and Dirk Seifert. "New Ways of Category Management." Harvard Business Manager (April 2002), 98–106.
How Would-Be Category Kings Become Commoners
Category creation is the holy grail in business, but more often than not, the very companies that establish lucrative new markets don't end up being the category kings. Why? Many executives undermine their own ventures standing by misinterpreting and misfiring on... View Details
- 15 Aug 2017
- News
The Category Kingmaker
digital transaction management. Each was a category disruptor in its industry, became the market leader, generated significant shareholder value, and provided a series of stepping stones for this energetic entrepreneur. “The principles,...
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- Awards
Axiom Business Book Award. Gold Medal. Women/Minorities in Business
By: David A. Thomas
Winner of the 2020 Axiom Business Book Award Gold Medal in the Women and Minorities in Business category for Race, Work, and Leadership: New Perspectives on the Black Experience (Harvard Business Review Press, 2019) with Laura Morgan Roberts and Anthony J. Mayo.
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- December 2010
- Article
Changing Landscapes: The Construction of Meaning and Value in a New Market Category Modern Indian Art
By: Mukti Khaire and R. Daniel Wadhwani
Stable category meanings act as institutions that facilitate market exchange by providing bases for comparison and valuation. Yet little is known about meaning construction in new categories or how meaning translates into valuation criteria. We address this gap in a...
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Keywords:
Change;
Valuation;
Auctions;
Market Transactions;
Arts;
Agreements and Arrangements;
Management Analysis, Tools, and Techniques;
India
Khaire, Mukti, and R. Daniel Wadhwani. "Changing Landscapes: The Construction of Meaning and Value in a New Market Category Modern Indian Art." Academy of Management Journal 53, no. 6 (December 2010). (Special Issue on Organizations and Their Institutional Environments: Bringing Meaning, Culture, and Values Back In.)
- 10 Oct 2011
- Research & Ideas
Retailing Revolution: Category Killers on the Brink
that no category will be spared from the pressures of transacting on the Internet, including groceries. However, as new products and technologies come to market, there will always be View Details
- December 1999 (Revised December 2000)
- Case
Charles Schwab: A Category of One
By: Stephen P. Bradley and Thomas H. Esperson
Examines Charles Schwab's on-line discount brokerage firm and questions whether or not Schwab has effectively balanced the old and new world of stock trading, and has remained a leader between giants like Merrill Lynch and Internet pure plays like E-Trade. Also looks...
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Keywords:
Financial Institutions;
Banks and Banking;
Technological Innovation;
Goals and Objectives;
Growth and Development Strategy;
Growth Management;
Competition;
Competitive Strategy;
Competitive Advantage;
Banking Industry;
Financial Services Industry
Bradley, Stephen P., and Thomas H. Esperson. "Charles Schwab: A Category of One." Harvard Business School Case 700-043, December 1999. (Revised December 2000.)
- December 2022
- Article
Shaping Nascent Industries: Innovation Strategy and Regulatory Uncertainty in Personal Genomics
By: Cheng Gao and Rory McDonald
In nascent industries—whose new technologies are often poorly understood
by regulators—contending with regulatory uncertainty can be crucial to organizational survival and growth. Prior research on nonmarket strategy has largely
focused on established firms in mature...
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Keywords:
Technological Change;
Innovation;
Qualitative Methods;
New Categories;
Entrepreneurship;
Technological Innovation;
Governing Rules, Regulations, and Reforms;
Risk and Uncertainty;
Strategy
Gao, Cheng, and Rory McDonald. "Shaping Nascent Industries: Innovation Strategy and Regulatory Uncertainty in Personal Genomics." Administrative Science Quarterly 67, no. 4 (December 2022): 915–967.
- Other Article
The Market That Wasn't: The Non-emergence of the Online Grocery Category
By: Chad Navis, Greg Fisher, Ryan Raffaelli and Mary Ann Glynn
We examine the non-emergence of a potential new market category. In the late 1990s the entrepreneurial firms that attempted to sell groceries online attracted significant resources, made meaningful technological advancements and generated immense publicity, yet online...
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Keywords:
Internet and the Web;
Food;
Emerging Markets;
Service Industry;
Food and Beverage Industry
Navis, Chad, Greg Fisher, Ryan Raffaelli, and Mary Ann Glynn. "The Market That Wasn't: The Non-emergence of the Online Grocery Category." Proceedings of the Frontiers in Managerial and Organizational Cognition Conference 1 (September 2012).
- 01 Mar 2014
- News
The New Venture Competition's Digital Democracy
The annual alumni New Venture Competition (NVC) is giving the power to the people. As in past years, the HBS regional alumni clubs held local qualifying rounds, producing a dozen or more NVC finalists. But instead of traveling to Boston...
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Keywords:
New Venture Competition
- 17 Apr 2014
- News
York Street Partners, Busbud Take Top Honors in Alumni New Venture Competition
With online crowd votes from more than 1,200 alumni and MBA students, the winners of the 2014 alumni New Venture Competition have been crowned. Winner of the crowd-voted Most Innovative and Greatest Impact View Details
- 2012
- Working Paper
Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions
By: Geoffrey Jones
This working paper examines the creation of the global natural food and beauty categories before 2000. This is shown to have been a lengthy process of new category creation involving the exercise of entrepreneurial imagination. Pioneering entrepreneurs faced little...
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Keywords:
Marketing;
Consumer Goods;
Entrepreneurs;
Environment;
Food;
Globalization;
Business History;
Agribusiness;
Agriculture and Agribusiness Industry;
Beauty and Cosmetics Industry;
Consumer Products Industry;
Food and Beverage Industry;
Asia;
Europe;
Latin America;
Middle East;
North and Central America
Jones, Geoffrey. "Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions." Harvard Business School Working Paper, No. 13-024, August 2012.
- 13 Sep 2012
- Working Paper Summaries
Entrepreneurship in the Natural Food and Beauty Categories Before 2000: Global Visions and Local Expressions
- Fast Answer
Political News
legislative and regulatory insights, data tools, and resources for policy research. You can find news by category or do a keyword search. Factiva: aggregates articles from thousands of national and...
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- September 2003 (Revised September 2004)
- Case
Grafica, Inc.: Winning the New Jersey Lottery (A)
Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining sales in all major categories and plans to slash its 1999 marketing budget by 32%. Taeschler is debating whether to...
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Keywords:
Marketing Strategy;
Decision Making;
Public Administration Industry;
Entertainment and Recreation Industry;
New Jersey
McGovern, Gail J. "Grafica, Inc.: Winning the New Jersey Lottery (A)." Harvard Business School Case 504-040, September 2003. (Revised September 2004.)
- April 2018
- Teaching Note
Formlabs: Selling a New 3D Printer
By: Frank Cespedes
Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a...
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Keywords:
3D Printing And Manufacturing;
Sales Channel Development;
Sales Strategy;
Entrepreneurial Management;
Product Engineering;
Prototype;
Prototyping;
Entrepreneurship;
Product Launch;
Information Infrastructure;
Business Startups;
Customers;
Technological Innovation;
Growth and Development Strategy;
Technology Adoption;
Marketing Channels;
Marketing Strategy;
Product Positioning;
Demand and Consumers;
Sales;
Salesforce Management;
Technology Industry;
Computer Industry;
Manufacturing Industry;
United States;
Massachusetts;
Europe;
Asia
- June 2012
- Article
Managing Risks: A New Framework
By: Robert S. Kaplan and Anette Mikes
Risk management is too often treated as a compliance issue that can be solved by drawing up lots of rules and making sure that all employees follow them. Many such rules, of course, are sensible and do reduce some risks that could severely damage a company. But...
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Keywords:
Risk Management;
Governance Controls;
Corporate Strategy;
Management Analysis, Tools, and Techniques;
Framework
Kaplan, Robert S., and Anette Mikes. "Managing Risks: A New Framework." Harvard Business Review 90, no. 6 (June 2012).