Marketing
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- 13 Jun 2005
- Research & Ideas
Rescuing Products with Stealth Positioning
You may have a great product, but the category turns off potential customers. Think household robots. In this Harvard Business Review excerpt, professor Youngme Moon looks at how Sony and Apple broke consumer prejudice. Closed for comment; 0 Comments.
- 18 Apr 2005
- Research & Ideas
Selling Luxury to Everyone
Few retailing segments have been as hot in the past several years as luxury goods. Even as middle-priced stores have struggled, luxury goods and luxury brands have, in many cases, outperformed the rest of retail. How? Closed for comment; 0 Comments.
- 18 Apr 2005
- Research & Ideas
Tips to Reinvent the Department Store
The world of multi-category retailing—much better known to customers of Filene's, Macy's, and Hecht's as simply "department stores"—has been under assault for what seems like ages. How can big retailers not just survive but also thrive? Closed for comment; 0 Comments.
- 18 Apr 2005
- Research & Ideas
Prosper with Multi-Channel Retailing
Reps from Abercrombie & Fitch, the Gap, and Bath & Body Works traded pointers in a panel session at the HBS Retail and Luxury Goods Conference on April 3. The upshot: Keep your brand message consistent both in-store and online. Closed for comment; 0 Comments.
- 13 Mar 2005
- Research & Ideas
The Tricky Business of Nonprofit Brands
Coca-Cola, move over. Many of the world's best-known brands belong to nonprofits, but the brand management issues these organizations face can be quite different. A conversation with professor John A. Quelch and collaborator Nathalie Laidler-Kylander. Closed for comment; 0 Comments.
- 31 Jan 2005
- Research & Ideas
Rethinking Marketing’s Conventional Wisdom
Making advertising hard to find is just one way companies are rewriting conventional marketing strategies, says Harvard Business School professor Youngme Moon. Closed for comment; 0 Comments.
- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
Selling Propecia was a difficult marketing task for Merck & Co., and was recently the subject of a case study debated by Harvard Business School alumni. Closed for comment; 0 Comments.
- 20 Sep 2004
- Research & Ideas
How Consumers Value Global Brands
What do consumers expect of global brands? Does it hurt to be an American brand? This Harvard Business Review excerpt co-written by HBS professor John A. Quelch identifies the three characteristics consumers look for to make purchase decisions. Closed for comment; 0 Comments.
- 19 Jul 2004
- Research & Ideas
Your Customers: Use Them or Lose Them
Companies can differentiate on service profitably, says HBS professor Frances X. Frei. Here's how a new-thinking bank, insurance provider, and software company are using customer power to win. Closed for comment; 0 Comments.
- 28 Jun 2004
- Research & Ideas
How to Avoid a Price Increase
Consumers hate price increases, but what is a company to do when material costs skyrocket? One answer: Think small. Professor John Gourville considers the alternative in this Q&A. Closed for comment; 0 Comments.
- 19 Apr 2004
- Research & Ideas
Birth of the American Salesman
Modern sales management is a uniquely American story, says Harvard Business School's Walter A. Friedman, author of Birth of a Salesman. PLUS: Book excerpt. Closed for comment; 0 Comments.
- 16 Feb 2004
- Research & Ideas
Marketing Wine to the World
From consolidation to the growing clout of mass retailers, structural changes have hit the wine industry. Professor Michael Roberto discusses the move from elitism to mainstream appeal. Closed for comment; 0 Comments.
- 02 Feb 2004
- Research & Ideas
Where Does Apple Go From Here?
Macintosh market share continues to decline, but the iPod and iTunes are hit products. Where does Apple Computer’s future lie? An interview with HBS professor David Yoffie. Closed for comment; 0 Comments.
- 08 Dec 2003
- Research & Ideas
Why Europe Lags in Pharmaceuticals and Biotech
Governmental, cultural and academic differences are hurting Europe’s chances of gaining on the U.S. Can anything be done? Closed for comment; 0 Comments.
- 03 Nov 2003
- Research & Ideas
Making Money Making Movies
HBS professor Anita Elberse talks about the state of the international motion picture industry, movie piracy, and how to capture screens in foreign markets. Closed for comment; 0 Comments.
- 16 Jun 2003
- Research & Ideas
Peeling Back the Global Brand
The global brand is a hard nut to crack. In a session devoted to these seemingly all-powerful brands, professors and practitioners exposed the fault lines. Closed for comment; 0 Comments.
- 02 Jun 2003
- Research & Ideas
Why Have Marketers Ignored America’s Man-of-Action Hero?
The man-of-action hero has been the central myth in American culture for twenty years. So why have only Budweiser and Nike tapped into this story? Professor Douglas B. Holt explains. Closed for comment; 0 Comments.
- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
This should be a good time to be a marketer and a consumer as well, suggests Jim Heskett. More focused sales, less waste in advertising, an industry in tune with its best customers. Is this your experience? Do you think marketing has hit its stride? Can it? Closed for comment; 0 Comments.
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
Does your U.S. brand play well overseas? If so, heed the words of Harvard Business School professor John Quelch: A swelling anti-American tide could wash away the international popularity of U.S. brands. Closed for comment; 0 Comments.
Should You Outsource Your Marketing?
Few companies own all the marketing expertise they need, especially of the left-brain, analytic variety. Professor Gail McGovern outlines the pros and cons of turning over your marketing activities to outsiders. Closed for comment; 0 Comments.