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- 05 May 2008
- News
Buying Resources, Process And Values
- May 1985
- Background Note
Buying an Existing Business: The Search Process
Stevenson, Howard H. "Buying an Existing Business: The Search Process." Harvard Business School Background Note 385-330, May 1985.
- August 2018
- Teaching Note
Magpie: Developing and Using Buyer Personas
Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect...
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- July 2017
- Case
Magpie: Developing and Using Buyer Personas
The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing...
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Keywords:
Buying Process;
Marketing;
Sales;
Distribution Channels;
Segmentation;
Entrepreneurship;
Social Media;
Consumer Products Industry;
Fashion Industry;
United States
Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Case 818-013, July 2017.
- September–October 2019
- Article
How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions
By: Rene Befurt and Alvin J. Silk
Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other...
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Befurt, Rene, and Alvin J. Silk. "How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions." Landslide: Advancing Intellectual Property Law 12, no. 1 (September–October 2019): 51–54.
- 05 Jul 2018
- Working Paper Summaries
Buying the Verdict
Keywords:
by Lauren H. Cohen and Umit G. Gurun
- December 2017 (Revised May 2018)
- Case
Amazon Buys Whole Foods
By: José B. Alvarez, David Lane and Joni Coughlin
The June 2017 news that e-commerce giant Amazon was paying $13.7 billion for organic supermarket chain Whole Foods precipitated a broad sell-off in the shares of grocery retailers and suppliers. Behind the precipitous declines lay recognition that Amazon’s bold move...
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Keywords:
Amazon;
Whole Foods;
Grocery;
Grocery Delivery;
Mergers & Acquisitions;
Business Models;
Food Value Chain;
Agribusiness;
Mergers and Acquisitions;
Operations;
Competitive Strategy;
E-commerce;
Agriculture and Agribusiness Industry;
Retail Industry;
Web Services Industry;
Food and Beverage Industry;
United States
Alvarez, José B., David Lane, and Joni Coughlin. "Amazon Buys Whole Foods." Harvard Business School Case 518-056, December 2017. (Revised May 2018.)
- 01 Jun 2023
- News
Buy Big, Sell Small
If you live in a rural village or small city in India and run low on toothpaste, rice, or cooking oil, you’ll likely visit your local kirana, the equivalent of a US neighborhood variety store and a mainstay of the country’s $932 billion retail economy. The shops are...
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- September 2003 (Revised November 2005)
- Case
Best Buy Co., Inc. (A): An Innovator's Journey
By: Dorothy A. Leonard and Brian DeLacey
The CEO of Best Buy, a hugely successful retailing company, has hired consulting firm Strategos to imbue the company with an improved innovative capability. The six-month program of experimental learning yields new business ideas and also trains Best Buy employees as...
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Keywords:
Innovation and Management;
Innovation Strategy;
Management Teams;
Creativity;
Adoption;
Organizational Change and Adaptation;
Employees;
Learning;
Training;
Programs;
Retail Industry;
United States
Leonard, Dorothy A., and Brian DeLacey. "Best Buy Co., Inc. (A): An Innovator's Journey." Harvard Business School Case 604-043, September 2003. (Revised November 2005.)
- 27 Jul 2023
- Blog Post
Buy big, sell small
cofounder of ApnaKlub, a wholesale digital platform that helps kirana owners aggregate their buying power and access credit tools and other services. “These are micro businesses that run on tight margins. If shopkeepers run out of...
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- January–February 2017
- Article
Buying Your Way into Entrepreneurship
By: Richard S. Ruback and Royce Yudkoff
An increasingly popular route to success as a small business owner is “acquisition entrepreneurship”—buying and running an existing operation. If you’re considering such a path, the authors offer practical advice for each stage of the process. Think it through. Do you...
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Ruback, Richard S., and Royce Yudkoff. "Buying Your Way into Entrepreneurship." Harvard Business Review 95, no. 1 (January–February 2017): 149–153.
- 24 Oct 2023
- Research & Ideas
When Tech Platforms Identify Black-Owned Businesses, White Customers Buy
“The asymmetry of the reduced search costs makes it easy for people who want to support Black-owned businesses, while leaving the process largely unchanged for customers who don’t want to engage with the program.” You Might Also Like:...
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- 2015
- Working Paper
Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services
By: Alvin J. Silk and Marta M. Stiglin
This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to...
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Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It or Both? Rethinking the Sourcing of Advertising Services." Harvard Business School Working Paper, No. 15-093, June 2015.
- October 2016 (Revised April 2018)
- Case
DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a...
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Keywords:
Sales Management;
Pricing;
Programmatic Ad Buying;
"Marketing Analytics";
Advertising Technology;
Sales;
Digital Marketing;
Marketing Strategy;
Advertising Campaigns;
Product Launch;
Product Positioning;
Media;
Technology Industry;
Advertising Industry;
Boston;
Massachusetts
Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.)
- 2023
- Working Paper
Summarizing the Mental Customer Journey
By: Julian De Freitas, Ahmet Uğuralp, Zeliha Uğuralp, Pechthida Kim and Tomer Ullman
How do consumers summarize and act on their experiences, as when deciding whether an interaction with a firm was satisfying and whether to buy from it? Previous work on the summary of continuous experiences has tended to focus on a handful of experience patterns and...
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Keywords:
Customer Experience;
Customer Journey;
Natural Language Processing;
Summarization;
Customer Satisfaction;
Outcome or Result;
Decision Choices and Conditions
De Freitas, Julian, Ahmet Uğuralp, Zeliha Uğuralp, Pechthida Kim, and Tomer Ullman. "Summarizing the Mental Customer Journey." Harvard Business School Working Paper, No. 23-038, January 2023.
- August 2022 (Revised March 2023)
- Technical Note
Real Estate iBuying
By: Michael Luca, Jesse M. Shapiro and Julia Kelley
This note provides an overview of real estate iBuying, or instant buying, a business model that involves buying homes and then reselling them at a profit. Introduced in the mid-2010s, iBuying streamlined the process of selling a home by offering instant, all-cash...
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Luca, Michael, Jesse M. Shapiro, and Julia Kelley. "Real Estate iBuying." Harvard Business School Technical Note 923-001, August 2022. (Revised March 2023.)
- November 1989 (Revised November 2002)
- Case
American Dream, The
By: Donald A. Brown, William J. Poorvu and Richard E Crum
Explores the process of purchasing a single family house through the eyes of a young couple. The couple is trying to determine what type of home to buy as well as how to finance it.
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Brown, Donald A., William J. Poorvu, and Richard E Crum. "American Dream, The." Harvard Business School Case 390-089, November 1989. (Revised November 2002.)
- May 1995
- Case
Hannaford Brothers: Leading the Grocery Channel Transformation
The merchandising manager of a supermarket chain leads an effort to reorganize the process of buying and delivering products from manufacturers to their warehouse for further distribution to stores. The company is an early mover in implementing efficient consumer...
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Keywords:
Competition;
Supply Chain Management;
Distribution Channels;
Customer Focus and Relationships;
Retail Industry;
Food and Beverage Industry
McKenney, James L., Theodore H. Clark, and William Schiano. "Hannaford Brothers: Leading the Grocery Channel Transformation." Harvard Business School Case 195-127, May 1995.
- 2021
- Book
Sales Management That Works: How to Sell in a World That Never Stops Changing
Selling is changing, but the impact on sales of megatrends like ecommerce, big data, and AI is often misunderstood and not supported by empirical data. Managers who fail to separate fact from hype will make decisions based on bad assumptions and, in a competitive...
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Cespedes, Frank V. Sales Management That Works: How to Sell in a World That Never Stops Changing. Boston, MA: Harvard Business Review Press, 2021.