-
How to Penetrate the US Market
Marketing Digital ArticleAccounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […] -
Why Amazon Should Unbundle Prime
Sales & Marketing Digital ArticleNo one likes "take it or leave it" ultimatums. -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Teslas Catch Fire Less Often than Gas-Powered Cars
Sales & Marketing Digital ArticleThe electric car company should use this information to defend its brand. -
When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
Go Downstream: The New Profit Imperative in Manufacturing
Business models Magazine ArticleNow that providing services is more lucrative than making products, the old foundations for success in manufacturing are crumbling. Smart manufacturers are creating new business models to capture profits at the customer’s end of the value chain. -
Look to Consumers to Increase Productivity
Personal productivity Magazine ArticleWhen productivity is a problem in manufacturing, managers turn to the R&D department or operations for help. In services, however, especially ones where there is a lot of contact with the customer, such in-house groups cannot by themselves improve productivity. Because services involve the customer in production, are labor intensive, and are time-bound, consumer behavior […] -
Online Shopping and the Problem with Pictures
Marketing Digital ArticleWhat if the thing that gets online shoppers to buy a product is also the thing that makes them dissatisfied with the product when it arrives? In a recent research project, I tested this hypothesis using the pictures of products that accompany the online shopping experience. Images are the crux of online shopping. Good pictures […] -
A Dedicated Team of Problem Solvers Can Help Big Companies Act Like Lean Startups
Technology & Operations Digital ArticleHow Experian does it. -
Make Your Best Customers Even Better
Customer experience Magazine ArticleMany companies could persuade big spenders to buy even more. -
Tesla's Strong Brand Gives It Unusual Expansion Potential
Sales & Marketing Digital ArticleIts move into car insurance could be just the beginning. -
The Lure of Global Branding
Globalization Magazine ArticleBrand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal. -
Solving Facebook's Customer Advocacy Challenge, and Yours
Sales & Marketing Digital ArticleOne of the most enticing possibilities for Facebook is helping businesses identify, cultivate and leverage customer advocates among its billion users.... -
Managing Demographic Risk
Economics Magazine ArticleAn aging workforce will compel businesses to change how they operate and could even threaten some companies’ viability. How vulnerable is your business? -
Your Company's Energy Data Is an Untapped Resource
Technology & Operations Digital ArticleIt can drive revenue as well as cut costs. -
How One CMO Revamped Her Role
Sales & Marketing Digital ArticleShe worked with the CEO to set specific metrics for success. -
Learning From Craigslist: Who Are Mass Media's True Customers?
Sales & Marketing Digital ArticleThe cover story of the most recent issue of Wired addresses how Craigslist rose to dominate classified listings, in spite of (or perhaps because of) how... -
Calculating the ROI of Customer Engagement
Sales & Marketing Digital ArticleHow to measure the effectiveness of community management. -
What Happened When Linkin Park Asked Harvard for Help with Its Business Model
Strategy & Execution Digital ArticleA look inside an unlikely partnership. -
How Urban Culture Transcends Borders
Marketing Magazine ArticleAnti-American sentiment poses a challenge to companies seeking to export to some regions of the world, most notably parts of Asia and the Middle East. At the same time, segments within those regions keenly identify with U.S. urban youth culture—the world of hip-hop and rap. Research I conducted among Chinese undergraduates suggests that this identification […]
-
The New Rules of Marketing Across Channels
Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the “echoverse.” -
How to Vet Information Before Making a Decision
Decision making and problem solving Digital ArticleFour questions to ask when you’re considering the evidence. -
Inside the Success of South Korean Brands
Brand management Digital ArticleThe specific and effective strategies that catapulted these brands to global success. -
Research: Customer Referrals Are Contagious
Sales and marketing Digital ArticleReferred customers not only buy more but also refer 30–57% more new customers than others. -
How Retailers Became Ad Platforms
Sales and marketing Digital ArticleIt’s a major growth opportunity — if companies can navigate the strategic challenges. -
Research: Smaller, More Precise Discounts Could Increase Your Sales
Pricing strategy Digital ArticleWhy bigger discounts don’t necessarily attract more customers. -
Stop Overlooking the Leadership Potential of Asian Employees
High potential employees Digital ArticleWhen companies leverage the diverse talents of their Asian workforce, they can evolve into more global, agile, and powerful hubs of innovation and growth. -
Why You Should Be Tracking Customer Surplus Value
Customer experience Digital ArticleThis key metric can help you measure customer loyalty. -
How Marketers Can Adapt to LLM-Powered Search
Marketing Digital ArticleWith the addition of AI-generated overviews, Google, Perplexity, OpenAI and other search engines are changing how consumers find information. -
How Your Business Should Tap into the Creator Economy
Social marketing Digital ArticleInfluencer marketing is upending established customer-facing businesses. -
How Inclusive Brands Fuel Growth
Marketing Magazine ArticleThey unlock new sources of value by meeting the needs of underrecognized customers. -
Why the Influencer Industry Needs Guardrails
Marketing SpotlightAnd how to professionalize a maturing practice -
What Makes a Successful Celebrity Brand?
Marketing SpotlightStars are using their influencer status to launch their own products and capture more profits for themselves. -
Winning at Influencer Marketing
Marketing Magazine ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed, and shared. This month’s Spotlight package looks at how brands are responding. -
Should Your Brand Hire a Virtual Influencer?
Marketing SpotlightRelying on AI-generated personalities can be a low-risk, high-engagement strategy. -
How Marketers Choose College Athlete Influencers
Marketing SpotlightHere are the characteristics that matter most. -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... - SPONSORED CONTENT FROM Quad
Eliminating Complexity for a Frictionless Marketing Experience
Sales and marketing ResearchResearch Report Sponsored By Quad -
Research: Why People Really Buy Upcycled Products
Environmental sustainability Digital ArticleCreativity is more of a selling point than sustainability. -
How One Marketing Team Made AI Part of Its Daily Work
Marketing Digital ArticleNine out of ten marketers agree: Organizations must increase their use of AI if they want to stay competitive.
-
Testing Marketing Hypotheses at WSES
Sales & Marketing Case Study11.95View Details We Sell Everything in Software (WSES) Inc., sold innovative off-the-shelf products and had customers across the world. WSES specialized in providing software... -
GACL: Balancing Employee Satisfaction and Productivity
Organizational Development Case Study11.95View Details Gujarat Automotive Corporation Limited (GACL) was an Indian manufacturing company that made bus bodies. The firm was a subsidiary of Tata Motors Limited,... -
Serious Materials
Sales & Marketing Case Study11.95View Details Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category... -
Brush with AIDS (A)
Leadership & Managing People Case Study11.95View Details A product manager at a health products company is responsible for marketing sharps containers, which hospitals use to store used needles in order to protect... -
Transforming Tommy Hilfiger (B)
Strategy & Execution Case Study5.00View Details Supplement for Transforming Tommy Hilfiger (A), 714451. -
Multifactor Models
Finance & Accounting Case Study8.95View Details Students evaluate the performance of four mutual funds and compute the cost of capital for two companies using fixed benchmarks, the CAPM, and a multifactor... -
Autonomous Vehicles: Smooth or Bumpy Ride Ahead?
Sales & Marketing Case Study11.95View Details In early 2019, transportation was set to undergo a major transformation with the advent of autonomous vehicles (AVs), also referred to as driverless cars,... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study11.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
Brush with AIDS (B)
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
Zalora Philippines: From Growth to Profitability
Sales & Marketing Case Study11.95View Details In May 2015 Paulo Campos, Co-Founder and CEO of Zalora Philippines, found himself at a crucial turning point in his young company's development. In just... -
Drowling Mountain
Strategy & Execution Case Study11.95View Details It was August 2011 and Martin Cartier, senior board member, was beginning to feel the pressure of Drowling Mountain's 2010 general meeting that was coming... -
MOD Pizza: A Winning Recipe? (Abridged)
Leadership & Managing People Case Study11.95View Details This is an abridged version of "MOD Pizza: A Winning Recipe?" HBS Case No. 416-004. Scott and Ally Svenson, the founders of MOD Pizza, had to make a... -
PORTS: China's Walk in the Global Luxury Fashion Boulevard
Global Business Case Study11.95View Details As a luxury fashion goods producer and marketer, what made PORTS different from other high-end European and American labels was its distinctive background... -
Monetizing Insurance at Trov
Sales & Marketing Case Study11.95View Details Trov is a disruptive startup in the insurance space ("insurtech"). It allows consumers to simply turn on and turn off insurance for each of their possessions... -
Theranos Inc.: Pivoting Consumer Health Care
Sales & Marketing Case Study11.95View Details Theranos Inc. (Theranos) was a medical diagnostics enterprise based in Palo Alto, California. Having developed an innovative blood-testing system for... -
Student Success at Georgia State University (B)
Technology & Operations Case Study5.00View Details This is a supplement to the Student Success at Georgia State University (A) case. The (B) case includes the results of a randomized control trial that... -
Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study11.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
Tackling Low Completion Rates - A Compare.com Conundrum (C)
Sales & Marketing Case Study5.00View Details Supplement to case UV7459. In 2016 Andrew Rose, CEO of Compare.com, an online price comparison website for car insurance shoppers, faced a troubling problem.... -
State Bank of India: Transforming a State Owned Giant
Sales & Marketing Case Study11.95View Details February 2011: O.P. Bhatt reflected contentedly on his five-year term as Chairman of State Bank of India (SBI), India's largest commercial bank. He had... -
Honest Tea: Sell Up or Sell Out?
Strategy & Execution Case Study11.95View Details Are "wide-scale distribution" and "sustainability" mutually exclusive? This case explores this question through the examples of Honest Tea, one of the...
-
How to Penetrate the US Market
Marketing Digital ArticleAccounting for almost 30% of world GDP, the United States is the world’s largest and most demanding market for almost everything from oil to microprocessors to premium coffee. Companies around the world aspire to do business in the US, or at least with US companies in their home markets. By doing so, they learn much […] -
Why Amazon Should Unbundle Prime
Sales & Marketing Digital ArticleNo one likes "take it or leave it" ultimatums. -
“Actually,” She Said, “He Works for Me.”
Consumer behavior Digital ArticleSurprised by a gender stereotype? React calmly, directly, and move on. -
Testing Marketing Hypotheses at WSES
Sales & Marketing Case Study11.95View Details We Sell Everything in Software (WSES) Inc., sold innovative off-the-shelf products and had customers across the world. WSES specialized in providing software... -
Teslas Catch Fire Less Often than Gas-Powered Cars
Sales & Marketing Digital ArticleThe electric car company should use this information to defend its brand. -
GACL: Balancing Employee Satisfaction and Productivity
Organizational Development Case Study11.95View Details Gujarat Automotive Corporation Limited (GACL) was an Indian manufacturing company that made bus bodies. The firm was a subsidiary of Tata Motors Limited,... -
Serious Materials
Sales & Marketing Case Study11.95View Details Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category... -
When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
Go Downstream: The New Profit Imperative in Manufacturing
Business models Magazine ArticleNow that providing services is more lucrative than making products, the old foundations for success in manufacturing are crumbling. Smart manufacturers are creating new business models to capture profits at the customer’s end of the value chain. -
Brush with AIDS (A)
Leadership & Managing People Case Study11.95View Details A product manager at a health products company is responsible for marketing sharps containers, which hospitals use to store used needles in order to protect...