Marketing

A customer-research technique that requires respondents to make a sequence of explicit trade-offs when choosing their preferred product attributes can...

And why your company can’t ignore it.

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

Normally, the Olympic Games are a positive force in marketing. Worldwide marketing expenditures increase as official sponsors and unofficial free-riders attach themselves to the Olympic logo, to particular sports, national teams or individual athletes. Global brands, in particular, see the Olympics and World Cup soccer as the two most important international sporting events; brand linkage […]

Many CMOs see their digital future, but still struggle to make the case across the executive ranks.

Leaders must leverage and develop diverse talent in 2014.

Seven reasons companies are reinvesting in TV, radio, and print ads.

I wasn’t thrilled. I’d just learned that the trip to NYC that I was taking with my extended family would center on the American Girl store. When I think New York, I think Central Park, Broadway shows, fancy cocktails, and shopping. I’m not a doll person, not now in my 33rd year, or ever. I […]

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Brands are not just names slapped on products by the marketing department; they embody the value those products have for your customers. That may be more true for high-tech products than it is for soap.

TV without social will be as hard to remember as movies without sound.

There’s a lot that quantitative surveys aren’t telling you.

When a customer buys a product he or she goes through a complex process of balancing the price of the product against the perceived benefits, costs, risks, and value in use of the product. If the customer thinks this way when analyzing a purchase, say these authors, it makes great sense for marketers to set […]

It's the busiest time of year for North Pole Workshops. Production is in high gear, and the elves are on overtime in the sprint toward Christmas. But...

Consumers today connect with brands in fundamentally new ways, often through media channels that are beyond manufacturers' and retailers' control. That...

Walt Disney, the man, was equal parts technological genius and ancient story teller. He drew upon stories that reverberated with our humanity and told them in sizzling new ways that shaped memorable experiences. Simultaneously he knew how to leverage every powerful method of engaging the consumer and he swarmed them with multiple modes of his […]

A roundup of the research on organizational politics, race, and gender.

A Counterpoint: In "Old Habits Die Hard, but They Do Die," Rita Gunther McGrath argues that although the theory of cumulative advantage makes sense in...

Measuring the success of a product goes beyond the bottom line. Cultivate a relationship with your consumer. In partnership with BigThink Edge.

New technologies can be dazzling. But do they represent the future of retailing? Have the fundamentals really changed?

This note is intended to provide students with a basic understanding of how to evaluate empirical research papers. While reading both case studies and...

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve...

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore...

The chairman of one of India's leading tire manufacturers must devise a strategy to maintain his company's significant position in the tire industry....

When Diane Paulus, artistic director and CEO of the American Repertory Theater (A.R.T. - also seen spelled as American Repertory Theatre) first started...

Science White Paper prepared by Single.Earth to give an overview of the models and solutions it has developed.

This is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help...

Proposed in 2012, Nord Stream 2 was a pipeline project that aimed to bring natural gas directly from Russia to Europe beneath the Baltic Sea. Gazprom,...

Jayalaxmi Agro Tech (JAT), a company based out of Bellary in Karnataka and co-founded by Anand Babu, strives to keep the Indian farmer informed about...

Ariel Fristoe co-founded the Out of Hand Theater ensemble (OOH) in Atlanta in 2001. OOH began as a traditional theater nonprofit, which Ariel and her...

This module note was prepared by Marketing Unit Faculty to aid students in the Harvard Business School RC Marketing course.

As Monsanto launches Roundup Ready® Soybeans in 1995, its executives must choose a target segment and decide how to position the new product and how to...

This case provides an overview of the history and causes of the U.S. opioid epidemic. It begins with a history of opium and pain management, leading into...

In late 2010, Michael Tsamaz was appointed CEO and Chairman of Greek telecommunications company OTE. OTE still exhibited many traits of a large incumbent...

After a series of strikes in its Manesar manufacturing plant in 2011, Maruti Suzuki India Limited is beginning to recover from the after-effects of the...

Should FIFA host its biggest event-the FIFA World Cup-every two years instead of every four, as it has been doing since the event's inception in the 1930s?...

Julie Rice and Elizabeth Cutler founded SoulCycle, an indoor cycling studio chain, in 2006 as more than a health club; they wanted it to become a lifestyle...

In September 2015, VW had admitted to United States regulators that it had deliberately installed "defeat devices" in many of its diesel cars, which enabled...

An abstract is not available for this product.

This module note was prepared by Marketing Unit Faculty to aid students in Harvard Business School's RC Marketing course.

A customer-research technique that requires respondents to make a sequence of explicit trade-offs when choosing their preferred product attributes can...

This note is intended to provide students with a basic understanding of how to evaluate empirical research papers. While reading both case studies and...

Teaching note for W15285.

And why your company can’t ignore it.

Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve...

This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore...

Basics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president...

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

Nearly every product and service is evaluated in terms of the nature and magnitude of the transformation they foster or inhibit. This chapter examines...

Normally, the Olympic Games are a positive force in marketing. Worldwide marketing expenditures increase as official sponsors and unofficial free-riders attach themselves to the Olympic logo, to particular sports, national teams or individual athletes. Global brands, in particular, see the Olympics and World Cup soccer as the two most important international sporting events; brand linkage […]