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Show Results For
-
All HBS Web
(6,425)
- People (10)
- News (941)
- Research (4,669)
- Events (31)
- Multimedia (16)
- Faculty Publications (3,077)
- September 1998 (Revised April 2002)
- Case
ECM Group: Improving Global Marketing Productivity
Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure productivity. This case allows calculation of the quantitative as well as the qualitative issues.
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Arnold, David J. "ECM Group: Improving Global Marketing Productivity." Harvard Business School Case 599-055, September 1998. (Revised April 2002.)
- December 2014
- Article
The Real Product Market Impact of Mergers
By: Albert Sheen
I document sources of value creation in mergers by analyzing novel data on the quality and price of goods sold by merging firms. When two competitors in a product market merge, their products converge in quality, and prices fall relative to the competition. These...
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Sheen, Albert. "The Real Product Market Impact of Mergers." Journal of Finance 69, no. 6 (December 2014).
- October 2004 (Revised July 2010)
- Case
Product Team Cialis: Getting Ready to Market
By: Elie Ofek
Lilly and ICOS are preparing for the launch of a new drug, Cialis, to compete against Viagra. To position against the incumbent firm Pfizer, which developed and markets Viagra, and other newcomers into the erectile dysfunction market, they must determine how best to...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Product Positioning;
Competition;
Competitive Advantage;
Segmentation;
Pharmaceutical Industry
Ofek, Elie. "Product Team Cialis: Getting Ready to Market." Harvard Business School Case 505-038, October 2004. (Revised July 2010.)
- May 1998
- Article
Market Structure, Innovation and Vertical Product Differentiation
By: Shane Greenstein and Garey Ramey
We reassess Arrow's (1962) [Economic Welfare and the Allocation of Resources for Invention, in NBER, The Rate and Direction of Innovative Activity (Princeton University Press, Princeton NJ)] results concerning the effect of market structure on the returns from process...
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Greenstein, Shane, and Garey Ramey. "Market Structure, Innovation and Vertical Product Differentiation." International Journal of Industrial Organization 16, no. 3 (May 1998): 285–311.
- 2014
- Other Teaching and Training Material
Marketing Reading: Brand Positioning
By: Jill Avery and Sunil Gupta
This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides...
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Keywords:
Brand Positioning;
Branding;
Consumer Research;
Defensive Strategies;
Market Positioning;
Marketing;
Product Differentiation;
Product Positioning;
Strategic Positioning;
Value Proposition;
Customer Relationship Management;
Organizational Structure;
Customer Satisfaction;
Brands and Branding
Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
- January 1982
- Background Note
Note on Product Market Inefficiency
Mullins, David W., Jr. "Note on Product Market Inefficiency." Harvard Business School Background Note 282-049, January 1982.
- spring 1988
- Article
Product Market Competition and Managerial Slack
Scharfstein, David S. "Product Market Competition and Managerial Slack." RAND Journal of Economics 19, no. 1 (spring 1988): 147–155.
- December 2009
- Teaching Note
TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4065.
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- August 1986 (Revised May 1993)
- Case
Rohm and Haas (A): New Product Marketing Strategy
By: V. Kasturi Rangan and Lesley Susan
Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in...
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Keywords:
Communication Strategy;
Marketing Strategy;
Product Launch;
Distribution;
Performance;
Sales
Rangan, V. Kasturi, and Lesley Susan. "Rohm and Haas (A): New Product Marketing Strategy." Harvard Business School Case 587-055, August 1986. (Revised May 1993.)
- March 1982 (Revised April 1989)
- Background Note
Industrial Market Selection and Product Planning
Corey, E. Raymond. "Industrial Market Selection and Product Planning." Harvard Business School Background Note 582-119, March 1982. (Revised April 1989.)
- 19 Jul 2023
- News
How to Effectively Market Green Products
- 09 May 2017
- News
Why You Can’t Concentrate at Work
- March 2011
- Module Note
Strategic Marketing in Creative Industries: Managing Products and Product Portfolios
By: Anita Elberse
Elberse, Anita. "Strategic Marketing in Creative Industries: Managing Products and Product Portfolios." Harvard Business School Module Note 511-012, March 2011.
- 1978
- Chapter
The Marketing Factor for Nonconventional-Protein Products
By: James E. Austin, J. A. Quelch, Joe R. D'Cruz and Edward T. Popper
Austin, James E., J. A. Quelch, Joe R. D'Cruz, and Edward T. Popper. "The Marketing Factor for Nonconventional-Protein Products." Chap. 9 in Protein Resources and Technology, edited by Max Milner, Nevin S. Scrimshaw, and Daniel I.C. Wang, 111–135. Westport, CT: AVI Publishing Company, 1978.
- January 2011
- Case
AIC Netbooks: Optimizing Product Assembly
By: Steven C. Wheelwright and Sunru Yong
AIC Systems, located in Taichung, Taiwan, is a manufacturer of printed circuit boards, primarily for motherboards and video cards for personal computers. The firm is considered an original design manufacturer (ODM) and takes an active role in innovating and designing...
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Keywords:
Performance Management;
Quantitative Analysis;
Manufacturing;
Production Planning;
Production Management;
Diversification;
Production;
Performance Efficiency;
Product Design;
Performance Improvement;
Mobile Technology;
Manufacturing Industry;
Electronics Industry;
Taiwan
Wheelwright, Steven C., and Sunru Yong. "AIC Netbooks: Optimizing Product Assembly." Harvard Business School Brief Case 114-245, January 2011.
- March 1981 (Revised November 1984)
- Background Note
Market Selection and Direction: Role of Product Portfolio Planning
Discusses alternative approaches to product portfolio planning, including those of the Boston Consulting Group, General Electric/McKinsey, and the PIMS Program. Examines how portfolio planning can be used in the processes of market selection and setting of business...
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Keywords:
Product Marketing
Yip, George S. "Market Selection and Direction: Role of Product Portfolio Planning." Harvard Business School Background Note 581-107, March 1981. (Revised November 1984.)
- 18 Jul 2023
- Interview
Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More
By: Jeffrey F. Rayport and Doug Levin
This episode of "Lessons from Startup Life" podcast features Jeffrey Rayport, Senior Lecturer of Business Administration at the Harvard Business School. Jeffrey specializes in teaching and researching growth-stage technology ventures and their scalability. Prior to...
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Keywords:
Scaling And Growth;
Start-up;
Diversity;
Equity;
Inclusion;
Technology;
Business Startups;
Product Marketing;
Business Growth and Maturation
"Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More." Lessons from a Startup Life (podcast), July 18, 2023.
- Research Summary
Concentrated Capital Losses and the Pricing of Corporate Credit Risk
In studying the U.S. credit default swap (CDS) market, Professor Siriwardane has discovered that the selling of CDS protection is extremely concentrated, with five sellers accounting for nearly half the market. Further, in contrast to what neoclassical theory... View Details
- December 2009
- Supplement
TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)
By: V. Kasturi Rangan and Sunru Yong