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All HBS Web
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- Faculty Publications (108)
- September 2009
- Teaching Note
HubSpot: Inbound Marketing and Web 2.0 (TN)
By: Thomas J. Steenburgh and Jill Avery
Teaching Note for 509-049.
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- May 2009 (Revised January 2011)
- Case
HubSpot: Inbound Marketing and Web 2.0
By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial...
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Keywords:
Customer Relationship Management;
Entrepreneurship;
Price;
Growth and Development Strategy;
Marketing Communications;
Social and Collaborative Networks;
Segmentation;
Web
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
- April 2009
- Article
How to Market in a Downturn
By: John A. Quelch and Katherine Jocz
This article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Because no two recessions are exactly alike, marketers find themselves in poorly...
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Keywords:
Customers;
Economic Slowdown and Stagnation;
Spending;
Marketing Strategy;
Consumer Behavior;
Segmentation
Quelch, John A., and Katherine Jocz. "How to Market in a Downturn." Harvard Business Review 87, no. 4 (April 2009): 52–62.
- November 2008 (Revised November 2008)
- Case
Cyworld: Creating and Capturing Value in a Social Network
By: Sunil Gupta and Sangman Han
In May 2008, the new CEO of Cyworld, a social network company in Korea, had to decide how to create and capture value from his rapidly growing user base. Cyworld was founded in 1999, and in 2003 it was acquired by SK Telecom, a leading mobile service provider in Korea....
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Keywords:
Customer Value and Value Chain;
Consumer Behavior;
Social and Collaborative Networks;
Segmentation;
Value Creation;
South Korea
Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network." Harvard Business School Case 509-012, November 2008. (Revised November 2008.)
- October 2008
- Class Lecture
Marketing as Competitive Advantage: Fundamentals
By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,...
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- March 2008 (Revised March 2009)
- Case
Purolator Courier Ltd.
By: Rajiv Lal and Catherine Ross
On a fall day in September 2003, Robert Swanborough made his way down a thickly carpeted hallway in Purolator's headquarters in Toronto, Canada, toward a meeting with his two deputies. Several months earlier, Swanborough, then vice-president of Marketing, had been...
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Keywords:
Conferences;
Customer Focus and Relationships;
Leading Change;
Marketing Strategy;
Performance Effectiveness;
Strategic Planning;
Research;
Segmentation;
Canada
Lal, Rajiv, and Catherine Ross. "Purolator Courier Ltd." Harvard Business School Case 508-054, March 2008. (Revised March 2009.)
- January 2007
- Case
AMD: A Customer-Centric Approach to Innovation
By: Elie Ofek and Lauren Barley
AMD's launch of the Opteron microprocessor in 2003 has allowed the company to make inroads into the lucrative server segment. A long-time follower to Intel, AMD management felt it was in a position to lead the microprocessor industry in new directions. However, in 2006...
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Keywords:
Customer Focus and Relationships;
Price;
Leadership;
Brands and Branding;
Product Launch;
Product Development;
Competitive Strategy;
Customization and Personalization;
Semiconductor Industry
Ofek, Elie, and Lauren Barley. "AMD: A Customer-Centric Approach to Innovation." Harvard Business School Case 507-037, January 2007.
- August 2006 (Revised February 2009)
- Case
Tanishq: Positioning to Capture the Indian Woman's Heart
By: Das Narayandas and Kerry Herman
The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been...
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Keywords:
Customers;
Brands and Branding;
Product Positioning;
Segmentation;
Apparel and Accessories Industry;
India
Narayandas, Das, and Kerry Herman. "Tanishq: Positioning to Capture the Indian Woman's Heart." Harvard Business School Case 507-025, August 2006. (Revised February 2009.)
- April 2006 (Revised October 2006)
- Case
Best Buy Co., Inc.: Customer-Centricity
By: Rajiv Lal, Carin-Isabel Knoop and Irina Tarsis
With FY2005 sales of $27.3 billion, Richfield, Minn.-based Best Buy Co., Inc. was the leading retailer of consumer electronics, home-office products, and related services in North America. Its operations included the distinct store formats Best Buy, Future Shop in...
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Keywords:
Customer Focus and Relationships;
Service Operations;
Business Earnings;
Financial Crisis;
Failure;
Business Model;
Leadership;
Segmentation;
Value Creation;
Electronics Industry;
United States;
Canada;
Mongolia
Lal, Rajiv, Carin-Isabel Knoop, and Irina Tarsis. "Best Buy Co., Inc.: Customer-Centricity." Harvard Business School Case 506-055, April 2006. (Revised October 2006.)
- March 2005 (Revised August 2007)
- Case
Brocade: Launching the Multiprotocol Router
By: Elie Ofek and Mamoon Hamid
Brocade management is preparing for the launch of a new technology for data storage. The multiprotocol router improves on existing technology and has the potential to change the way firms design their data storage networks. Students must determine the target market for...
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Keywords:
Customer Satisfaction;
Price;
Product Launch;
Partners and Partnerships;
Segmentation;
Information Infrastructure;
Technology Adoption;
Information Technology Industry
Ofek, Elie, and Mamoon Hamid. "Brocade: Launching the Multiprotocol Router." Harvard Business School Case 505-064, March 2005. (Revised August 2007.)
- 2005
- Class Lecture
Managing Markets, Segments, and Customers
By: Das Narayandas
Narayandas, Das. "Managing Markets, Segments, and Customers." Boston: Harvard Business School Publishing Class Lecture, 2005. Electronic. (Faculty Lecture: HBSP Product Number 9-826-6C.)
- November 2004 (Revised July 2006)
- Case
Patrimonio Hoy
By: Arthur I Segel, Michael Chu and Gustavo Herrero
Patrimonio Hoy is a program targeting the housing needs of the low-income population by CEMEX, a major Mexican company and a leading global cement producer. Originally conceived as a project to understand the customers in the self-construction segment better, a major...
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Keywords:
Housing;
Construction;
Product Design;
Globalized Firms and Management;
Microfinance;
Income;
Market Entry and Exit;
Emerging Markets;
Entrepreneurship;
Construction Industry;
Mexico
Segel, Arthur I., Michael Chu, and Gustavo Herrero. "Patrimonio Hoy." Harvard Business School Case 805-064, November 2004. (Revised July 2006.)
- March 2004 (Revised March 2005)
- Case
Oscar de la Renta
By: Bharat N. Anand, Elizabeth Lea Carpenter and Samhita Patwardhan Jayanti
Over three decades, Oscar de la Renta (ODLR) had established itself as one of the premier luxury brands in America. Its mainstay business had always been producing and marketing high-priced, couture/ready-to-wear luxury goods. Now, in September 2003, it faced a series...
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Keywords:
Business Conglomerates;
Borrowing and Debt;
Growth and Development Strategy;
Brands and Branding;
Production;
Family Ownership;
Luxury;
Competition;
Diversification;
Expansion;
United States
Anand, Bharat N., Elizabeth Lea Carpenter, and Samhita Patwardhan Jayanti. "Oscar de la Renta." Harvard Business School Case 704-490, March 2004. (Revised March 2005.)
- January 2004 (Revised October 2006)
- Case
Electronic Arts in Online Gaming
By: Thomas R. Eisenmann and Justin Wong
Electronic Arts (EA), the world's largest independent video-game publisher, must decide whether to support Microsoft's initiatives in online gaming. Historically, EA has been platform-agnostic, releasing versions of its titles for all major console platforms. However,...
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Keywords:
Corporate Strategy;
Digital Platforms;
Network Effects;
Policy;
Customer Focus and Relationships;
Games, Gaming, and Gambling;
Revenue;
Segmentation;
Sales;
Entertainment and Recreation Industry;
Electronics Industry
Eisenmann, Thomas R., and Justin Wong. "Electronic Arts in Online Gaming." Harvard Business School Case 804-140, January 2004. (Revised October 2006.)
- October 2001 (Revised November 2002)
- Case
Herman Miller(B): Creating Innovation Streams
By: Sandra J. Sucher and Stacy McManus
In 1997, Mike Volkema faced the difficulty of attempting to revitalize a once dynamic organization. Volkema wondered how he could incorporate advances made within subsidiaries, such as Miller SQA's business model innovation, into the company as a whole while also...
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Keywords:
Innovation and Invention;
Innovation and Management;
Product Design;
Product Development;
Product;
Supply Chain Management;
Business Model;
Service Delivery;
Customer Value and Value Chain;
Manufacturing Industry;
Consumer Products Industry
Sucher, Sandra J., and Stacy McManus. "Herman Miller(B): Creating Innovation Streams." Harvard Business School Case 602-024, October 2001. (Revised November 2002.)
- 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...
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Keywords:
Acquisition;
Customer Relationship Management;
Entrepreneurship;
Leadership;
Marketing Strategy;
Performance Evaluation;
Relationships;
Segmentation;
Construction Industry
Narayandas, Das, and Mary N. Caravella. "CMR Enterprises." Harvard Business School Case 501-012, November 2000. (Revised April 2001.)
- August 2000 (Revised September 2005)
- Case
Omnitel Pronto Italia
By: Rajiv Lal, Carin-Isabel Knoop and Suma Raju
Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian monopoly, TIM, Omnitel had positioned its services to be better on the quality dimension. However, sales were...
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Keywords:
Customer Satisfaction;
Marketing Channels;
Marketing Strategy;
Product Positioning;
Market Entry and Exit;
Product Development;
Sales;
Competition;
Segmentation;
Value Creation;
Telecommunications Industry;
Italy
Lal, Rajiv, Carin-Isabel Knoop, and Suma Raju. "Omnitel Pronto Italia." Harvard Business School Case 501-002, August 2000. (Revised September 2005.)
- February 2000 (Revised May 2001)
- Case
BET.com
By: Thomas R. Eisenmann and Pauline M Fischer
Black Entertainment Television, a leading cable programmer, is launching BET.com, an Internet portal targeted toward African-Americans. This case examines the challenges facing BET management as it defines its service offerings and target customer segments in a...
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Keywords:
Product Positioning;
Ethnicity;
Internet and the Web;
Age;
Race;
Decision Choices and Conditions;
Business Startups;
Entertainment and Recreation Industry;
United States
Eisenmann, Thomas R., and Pauline M Fischer. "BET.com." Harvard Business School Case 800-283, February 2000. (Revised May 2001.)
- January 2000
- Case
Talbots - A Classic
By: V. Kasturi Rangan and Marie Bell
This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover. By the end of 1999, the company has reestablished itself and faces several growth opportunities and must decide on the...
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Keywords:
Customer Focus and Relationships;
Decisions;
Crisis Management;
Product Positioning;
Problems and Challenges;
Segmentation;
Fashion Industry
Rangan, V. Kasturi, and Marie Bell. "Talbots - A Classic." Harvard Business School Case 500-082, January 2000.
- November 1999 (Revised February 2000)
- Case
Granny's Goodies, Inc.
By: Das Narayandas and Katherine B. Korman
The young entrepreneurs of Granny's Goodies, Inc., a corporate gift package specialist, face the challenge of finding ways to create consistent revenue streams and reduce sales costs. Outside of a few long-term contracts, the two founders have had to work very hard for...
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Keywords:
Budgets and Budgeting;
Customer Relationship Management;
Entrepreneurship;
Cost Management;
Marketing Strategy;
Product Design;
Problems and Challenges;
Sales;
Segmentation;
Service Industry
Narayandas, Das, and Katherine B. Korman. "Granny's Goodies, Inc." Harvard Business School Case 500-049, November 1999. (Revised February 2000.)