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- Faculty Publications (145)
Show Results For
-
All HBS Web
(392)
- News (51)
- Research (304)
- Events (1)
- Multimedia (2)
- Faculty Publications (145)
- 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.
- June 2011 (Revised May 2012)
- Case
L'Oréal: Global Brand, Local Knowledge
By: Rebecca M. Henderson and Ryan Johnson
Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening up of emerging markets, L'Oréal had to cater to a diverse customer base: an aging population in the West, ethnic...
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Keywords:
Globalization;
Brands and Branding;
Marketing Communications;
Change Management;
Sales;
Emerging Markets;
Segmentation;
Innovation and Invention;
Beauty and Cosmetics Industry;
France;
United States
Henderson, Rebecca M., and Ryan Johnson. "L'Oréal: Global Brand, Local Knowledge." Harvard Business School Case 311-118, June 2011. (Revised May 2012.)
- November 2012 (Revised August 2014)
- Case
Cisco in 2012: Reorganizing for Efficiency and Flexibility
By: Ranjay Gulati, Alison Berkley Wagonfeld and Luciana Silvestri
In 2012, Cisco was under intense pressure to show results: growth in its core business was decelerating and a number of exploratory ventures and acquisitions had not proven as profitable as expected. CEO John Chambers vowed to restore the company's health in a way that...
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Keywords:
Organizational Change and Adaptation;
Restructuring;
Adaptation;
Performance Efficiency;
Emerging Markets;
Information Technology Industry
Gulati, Ranjay, Alison Berkley Wagonfeld, and Luciana Silvestri. "Cisco in 2012: Reorganizing for Efficiency and Flexibility." Harvard Business School Case 413-069, November 2012. (Revised August 2014.)
- November 1999 (Revised June 2006)
- Case
DLJdirect: "Putting Our Reputation Online"
By: Thomas R. Eisenmann and Gillian Morris
Online broker DLJdirect faced two decisions during the fall of 1999: what customer segments should it target and how much should it spend on marketing? Unlike its competitors, who focused either on day traders or more mainstream investors, DLJdirect differentiated its...
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Keywords:
Marketing Strategy;
Marketing Communications;
Competitive Strategy;
Decision Choices and Conditions;
Investment;
Cost Management;
Business Plan;
Research and Development;
Customers;
Budgets and Budgeting;
Online Advertising;
Internet;
Financial Services Industry
Eisenmann, Thomas R., and Gillian Morris. DLJdirect: "Putting Our Reputation Online". Harvard Business School Case 800-164, November 1999. (Revised June 2006.)
- March 2018 (Revised July 2020)
- Case
Nectar (A)
By: Jeffrey F. Rayport and Thomas O. Jones
In late 2017, Nectar was a rapidly emerging player in the “bed-in-a-box” online market for direct-to-consumer foam memory mattresses. Barely a year old, it had achieved a revenue run rate of $85M and looked ahead to another year of blistering growth. The founding team...
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Keywords:
Direct-to-consumer;
Growth and Development Strategy;
Product;
Diversification;
Decision Making;
Growth Management;
Entrepreneurship
Rayport, Jeffrey F., and Thomas O. Jones. "Nectar (A)." Harvard Business School Case 818-112, March 2018. (Revised July 2020.)
- July 2023
- Case
HealthVerity: Real World Data and Evidence
By: Satish Tadikonda
Andrew Kress (CEO and founder) and his team had built a promising marketplace business at HealthVerity serving its core market in healthcare, with a focus on pharmaceutical R&D and services. Thus far, HealthVerity’s products had been unique to the pharma and pharma...
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Tadikonda, Satish. "HealthVerity: Real World Data and Evidence." Harvard Business School Case 824-019, July 2023.
- Article
Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business
By: Marco Iansiti and Karim R. Lakhani
When Google bought Nest, a maker of digital thermostats, for $3.2 billion just a few months ago, it was a clear indication that digital transformation and connection are spreading across even the most traditional industrial segments and creating a staggering array of...
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Keywords:
Digital Innovation;
Digitization;
Industrial Internet;
Technological Innovation;
Production;
Competitive Strategy;
Engineering;
Aerospace Industry
Iansiti, Marco, and Karim R. Lakhani. "Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business." Harvard Business Review 92, no. 11 (November 2014): 90–99.
- 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.)
- 17 Mar 2021
- Research & Ideas
Beyond Pajamas: Sizing Up the Pandemic Shopper
the new shoppers aren’t “higher quality” in terms of basket size. The takeaway for apparel retailers With the COVID-19 pandemic and lockdown measures, a segment of new online customers has emerged in the...
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- 26 Jul 2010
- Research & Ideas
Yes, You Can Raise Prices in a Downturn
As economic turmoil continues, many companies are reconsidering their strategies with an eye toward going lean and slashing prices. And that might work for a few companies—but very few. Instead, companies should compete "on the basis of initiatives for which their...
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- February 2017
- Article
Resident Networks and Corporate Connections: Evidence from World War II Internment Camps
By: Lauren Cohen, Umit Gurun and Christopher J. Malloy
We demonstrate that simply by using the ethnic makeup surrounding a firm’s location, we can predict, on average, which trade links are valuable for firms. Using customs and port authority data on the international shipments of all U.S. publicly traded firms, we show...
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Keywords:
Information Networks;
Trade Links;
Firm Behavior;
Networks;
Geographic Location;
Ethnicity;
Organizations;
Trade
Cohen, Lauren, Umit Gurun, and Christopher J. Malloy. "Resident Networks and Corporate Connections: Evidence from World War II Internment Camps." Journal of Finance 72, no. 1 (February 2017): 207–248. (Winner of First Prize, the Inaugural Hakan Orbay Research Award, 2015.)
- February 2021 (Revised May 2021)
- Case
SafeGraph: Selling Data as a Service
By: Ramana Nanda, Abhishek Nagaraj and Allison Ciechanover
Set in January 2021, the CEO of SafeGraph, a four-year-old startup that sold Data as a Service, looked to the future. His aim was to become the most trusted source for data about a physical place. The company provided points of interest (POI) and foot traffic data on...
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Keywords:
Data As A Service;
Monetization;
Pricing;
Business Startups;
Analytics and Data Science;
Consumer Behavior;
Analysis;
Business Model;
Health Pandemics;
Information Industry;
United States
Nanda, Ramana, Abhishek Nagaraj, and Allison Ciechanover. "SafeGraph: Selling Data as a Service." Harvard Business School Case 821-082, February 2021. (Revised May 2021.)
- Article
Divide and Conquer: Competing with Free Technology under Network Effects
By: Deishin Lee and Haim Mendelson
We study how a commercial firm competes with a free open source product. The market consists of two customer segments with different preferences and is characterized by positive network effects. The commercial firm makes product and pricing decisions to maximize its...
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Keywords:
Profit;
Product Launch;
Network Effects;
Open Source Distribution;
Adoption;
Competitive Strategy;
Competitive Advantage
Lee, Deishin, and Haim Mendelson. "Divide and Conquer: Competing with Free Technology under Network Effects." Production and Operations Management 17, no. 1 (January–February 2008): 12–28.
- 29 Oct 2008
- Research & Ideas
The Next Marketing Challenge: Selling to ’Simplifiers’
sales depend on two things: the launch of new, higher-priced, higher-featured, often customized products that persuade consumers to trade in their existing appliances before they break down (think cellphones), as well as household...
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- October 2005
- Case
Kinko's
Over the decades, Kinko's had forged a deep emotional bond with consumers by easing their anxiety and helping them solve pressing document processing problems. By 2003, however, consumer research revealed that a confusing retail experience had eroded some of this good...
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Pietro Satriano
Pietro Satriano is a Senior Lecturer at Harvard Business School. He sits on the boards of CarMax, the largest omni-channel used car retailer in the U.S. and Metro, a large regional grocery retailer in Canada. Pietro advises a number of food-tech startups and acts... View Details
- February 2019 (Revised July 2019)
- Case
Sales Force Management at Nobel Ilac
By: Doug J. Chung and Gamze Yucaoglu
Nobel Ilac was a Turkish generic pharmaceutical company marketing more than 100 drugs in 20 countries and, as of 2017, had over 2,500 employees worldwide. Nobel had implemented a transformation strategy—more specifically, a customer segmentation plan—whereby the sales...
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Keywords:
Sales Strategy;
Compensation;
Employee Retention;
Recruiting;
Pharmaceuticals;
Salesforce Management;
Strategy;
Organizational Design;
Human Resources;
Compensation and Benefits;
Employees;
Retention;
Recruitment;
Pharmaceutical Industry;
Turkey
Chung, Doug J., and Gamze Yucaoglu. "Sales Force Management at Nobel Ilac." Harvard Business School Case 519-067, February 2019. (Revised July 2019.)
- November 2019
- Case
DeepMap: Charting the Road Ahead for Autonomous Vehicles
By: Shane Greenstein and Nicole Tempest Keller
Founded in 2016, DeepMap developed high definition (HD) mapping software and localization services for Level 4+ autonomous vehicles. Traditional navigational maps were accurate to a few meters, which was sufficient for drivers but not for machine-driven vehicles that...
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Keywords:
Mapping Software;
Autonomous Vehicles;
Business Startups;
Applications and Software;
Technological Innovation;
Technology Adoption;
Service Delivery;
Global Range;
Resource Allocation;
Strategic Planning;
Technology Industry;
Auto Industry
Greenstein, Shane, and Nicole Tempest Keller. "DeepMap: Charting the Road Ahead for Autonomous Vehicles." Harvard Business School Case 620-047, November 2019.
- 16 Aug 2010
- Lessons from the Classroom
HBS Introduces Marketing Analysis Tools for Managers
Lifetime Value Analysis" toolkit complements the "HubSpot: Inbound Marketing and Web 2.0" case, which introduces the concept of calculating the value that a customer segment delivers to the...
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Keywords:
by Sarah Jane Gilbert
- August 2022
- Background Note
Retail Media Networks
By: Eva Ascarza, Ayelet Israeli and Celine Chammas
In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets for advertising. Retailers set up an advertising business by allowing marketers to buy advertising space across their...
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Keywords:
Advertisers;
Advertising Media;
Media And Broadcasting Industry;
Retail;
Retail Analytics;
Retail Promotion;
Retailing;
Ecommerce;
E-Commerce Strategy;
E-commerce;
Marketing Communication;
Targeting;
Targeted Advertising;
Targeted Marketing;
Advertising;
Marketing;
Marketing Communications;
Marketing Strategy;
Brands and Branding;
Media;
Marketing Channels;
Retail Industry;
Consumer Products Industry;
Advertising Industry;
United States
Ascarza, Eva, Ayelet Israeli, and Celine Chammas. "Retail Media Networks." Harvard Business School Background Note 523-029, August 2022.