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    Marketing StrategyRemove Marketing Strategy →

    New research on marketing strategies from Harvard Business School faculty on issues including marketing to an international audience, digital marketing, and managing social media.
    Page 1 of 169 Results →
    • 29 Nov 2022
    • Research & Ideas

    How Much More Would Holiday Shoppers Pay to Wear Something Rare?

    by Michael Blanding

    Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?

    • 08 Aug 2022
    • HBS Case

    Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

    by Shalene Gupta

    Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.

    • 10 Nov 2020
    • Cold Call Podcast

    The Challenges of Commercializing Fertility

    Re: Debora L. Spar

    Entrepreneur Christy Jones wants to create a venture to help women preserve their eggs and postpone motherhood. But what would an egg-freezing service sell—and to whom? Debora Spar discusses the challenges of commercializing fertility in a new case study. Open for comment; 0 Comments.

    • 01 Sep 2020
    • Cold Call Podcast

    How to Launch a New Biosciences Product: Start Small or Dive in?

    Re: Jeffrey J. Bussgang

    C16 Biosciences wants to replace palm oil, a major contributor to deforestation, with a lab-grown substitute. But CEO Shara Ticku faces a tough decision in bringing the product to market. Jeff Bussgang discusses his case study. Open for comment; 0 Comments.

    • 02 Aug 2020
    • What Do You Think?

    Is the 'Experimentation Organization' Becoming the Competitive Gold Standard?

    by James Heskett

    SUMMING UP: Digital experimentation is gaining momentum as an everyday habit in many organizations, especially those in high tech, say James Heskett's readers. Open for comment; 0 Comments.

    • 07 Jul 2020
    • Cold Call Podcast

    SmileDirect Looks Beyond Direct-to-Consumer Marketing

    PODCAST: Teledentistry company SmileDirectClub is butting up against the limits of direct-to-consumer marketing. Len Schlesinger discusses his recent case study with Matt Higgins. Open for comment; 0 Comments.

    • 23 Jun 2020
    • Cold Call Podcast

    Is it Time for Big Apple Circus to Fold the Tent?

    Re: David G. Fubini

    David Fubini discusses his case study about the future of Big Apple Circus. Open for comment; 0 Comments.

    • 16 Jun 2020
    • Research & Ideas

    Your Customers Have Changed. Here's How to Engage Them Again.

    by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim

    The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues. Open for comment; 0 Comments.

    • 07 Apr 2020
    • Research & Ideas

    What Customers Need to Hear from You During the COVID Crisis

    by Jill Avery and Richard Edelman

    Many brands have turned off their marketing efforts during the pandemic, but Jill Avery and Richard Edelman argue that now is the time when customers need to hear from you most. But what do you say? Open for comment; 0 Comments.

    • 09 Mar 2020
    • Research & Ideas

    Warring Algorithms Could Be Driving Up Consumer Prices

    by Kristen Senz

    Companies increasingly use software to conduct rapid price changes. Alexander MacKay explains why firms might benefit but consumers should be worried. Open for comment; 0 Comments.

    • 02 Mar 2020
    • What Do You Think?

    Are Candor, Humility, and Trust Making a Comeback?

    by James Heskett

    SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; 0 Comments.

    • 17 Dec 2019
    • Working Paper Summaries

    Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

    by Doug J. Chung, Kyoungwon Seo, and Reo Song

    How do technology stores, particularly those owned by Apple and Microsoft, affect retail sales and market dynamics at malls? Through modeling and simulation, the authors found that these stores helped malls draw more high-income consumers, supporting the entry of upscale stores and exit of midscale and discount stores.

    • 09 Dec 2019
    • Research & Ideas

    Identify Great Customers from Their First Purchase

    by Kristen Senz

    Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza. Open for comment; 0 Comments.

    • 04 Dec 2019
    • Book

    Creating the Experimentation Organization

    by Michael Blanding

    New tools allow companies to innovate on an unprecedented scale, in every aspect of business. But the organization must also change. Stefan Thomke previews his forthcoming book, Experimentation Works. Open for comment; 0 Comments.

    • 27 Nov 2019
    • Sharpening Your Skills

    Secrets for Creating a Long-Lasting Brand

    by Sean Silverthorne

    Brands can be magic in the marketplace. But just what are the components of a great brand? How do you build one? And how do they survive over time? Open for comment; 0 Comments.

    • 20 Nov 2019
    • Research & Ideas

    It's No Joke: AI Beats Humans at Making You Laugh

    by Dina Gerdeman

    New research shows people don’t trust recommendations from algorithms—and that’s a problem for companies that increasingly rely on AI-based technology to persuade consumers. Michael H. Yeomans explains how businesses can overcome that bias. Open for comment; 0 Comments.

    • 13 Nov 2019
    • Research & Ideas

    Don't Turn Your Marketing Function Over to AI Just Yet

    by Kristen Senz

    Lacking human insight, artificial intelligence will be limited when it comes to helping marketers open the black box of market prediction, says Tomomichi Amano. Open for comment; 0 Comments.

    • 17 Oct 2019
    • Research & Ideas

    ‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

    by Dina Gerdeman

    Just how far will women go to avoid products labeled "for women?" Research by Leslie K. John and colleagues explores why gender marketing usually offends the very people a company is trying to attract. Open for comment; 0 Comments.

    • 07 Oct 2019
    • Sharpening Your Skills

    How Companies Can Make Up with (Very) Unhappy Customers

    by Sean Silverthorne

    It happens to the best of companies. One fine day a public relations nightmare explodes and shatters your hard-won trust with customers. What should you do next? Open for comment; 0 Comments.

    • 18 Sep 2019
    • Op-Ed

    WeWork—The IPO That Shouldn’t?

    by Nori Gerardo Lietz

    WeWork's IPO has been one of the most debated in recent memory. But the real controversy, says Nori Gerardo Lietz, is what is contained in the company's prospectus. Open for comment; 0 Comments.

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