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How to Fight a Price War
Sales & Marketing Magazine ArticlePrice wars are a fact of life, whether we're talking about the fast-paced world of knowledge products, the marketing of Internet appliances, or the staid,... -
The Five Competitive Forces That Shape Strategy
Competitive strategy HBR BestsellerAwareness of the five forces can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack. -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
Pricing and the Psychology of Consumption
Customer experience Magazine ArticleThe way you set prices doesn’t just influence demand. It also guides the way buyers use your product or service—and that can have a lasting impact on customer relationships. -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more.... -
Does the Capital Asset Pricing Model Work?
Finance & Accounting Magazine ArticleThe capital asset pricing model (CAPM) is a theoretical representation of the way financial markets behave. It can be used to estimate a company's cost... -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
Making "Freemium" Work
Sales & Marketing Magazine ArticleOver the past decade "freemium"--a combination of free and premium offerings--has become the dominant business model among internet start-ups and smartphone... -
Pricing Policies for New Products
Pricing strategy Magazine ArticleHBR first published this article in November 1950 as a practical guide to the problems involved in pricing new products. Particularly in the early stages of competition, it is necessary to estimate demand, anticipate the effect of various possible combinations of prices, and choose the most suitable promotion policy. Then as the product’s market status […] -
Do Social Deal Sites Really Work?
Marketing Magazine ArticleA theme park chain considers whether the boost in ticket sales is worth the trouble. -
Industrial Pricing to Meet Customer Needs
Marketing Magazine ArticleWhen 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 […] -
Subsidies and the China Price
Technology & Operations Magazine ArticleNew research suggests that Chinese companies' price advantage comes not from low-cost labor but from massive government subsidies. That finding has major... -
Getting Transfer Prices Right: What Bellcore Did
Accounting Magazine ArticleThe subject of transfer pricing doesn’t normally excite many people, but when your transfer pricing system is less than perfect, life gets interesting. We at Bellcore first got interested in transfer pricing in 1983. That’s the year before AT&T was broken up and Bellcore was being formed as the centralized organization supporting the seven regional […] -
When Cost-Plus Pricing Is a Good Idea
Pricing strategy Digital ArticleThough out of fashion among pricing experts, it has some benefits. -
HBR List: Breakthrough Ideas for 2006
Organizational Development Magazine ArticleWe highlight 20 ideas just bubbling up to the surface in 2006. Howard Gardner contends that the ability to synthesize information will be the most valued... -
Ain’t Too Proud to Beg: Pricing Lessons from the Rolling Stones
Pricing strategy Digital ArticleThe band needs to cut prices without damaging their brand. -
Hamilton's $849 Tickets Are Priced Too Low
Sales & Marketing Digital ArticleIf consumers accept market prices, so should sellers. -
Second Thoughts About a Strategy Shift (HBR Case Study)
Strategy & Execution Magazine ArticleAugustin Rey, the president of Emilia, a century-old clothing retailer in Spain, is determined to revamp the company's merchandising strategy and redesign... -
Suppliers - Manage Your Customers
Sales & Marketing Magazine ArticleBig retailers like supermarket chains often demand extra service from their suppliers, who are all too eager to forgive a late payment or meet "emergency"...
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Keller Fund's Option Investment Strategies
Finance & Accounting Case Study8.95View Details A closed-end mutual fund's decision to study option trading provides an opportunity to study the profit profile and pricing of multiple option investment... -
Alibris in 2004
Technology & Operations Case Study8.95View Details Alibris, an online marketplace for rare, used, and out-of-print books, is trying to communicate to the professional book dealers who are its main suppliers... -
Value Pricing at Procter & Gamble (A)
Sales & Marketing Case Study8.95View Details Executive Vice President Durk Jager was convinced that the huge sums being spent on trade and consumer promotion could be put to better use, and that... -
Outotec (B): Action Plan
Sales & Marketing Case Study5.00View Details Outotec was a market leader in providing mining solutions to large mining companies. The company's specialization and proprietary technology created value... -
Pricing in a Digital World (2015)
Sales & Marketing Case Study8.95View Details This case presents media reports for five instances of interesting pricing strategies, each enabled by digital technologies. Students are asked to assess... -
The Magic of Marks & Spencer Food
Sales & Marketing Case Study8.95View Details -
Start A Fire: Creating Value and Growth
Strategy & Execution Case Study8.95View Details Armed with a patent on technology that allowed users to modify existing websites and then provide access to the improved versions, Oded Golan and his... -
InPart
Innovation & Entrepreneurship Case Study8.95View Details Stacey Lawson, HBS 1996, started a CAD parts representations database company to help designers and engineers with the design process. The company has... -
Etihad Airways: Rethinking Internationalization and Growth
Strategy & Execution Case Study8.95View Details This case presents a situation faced by Tony Douglas, CEO of Etihad Airways, a government-owned, full-service airline. It is February 6, 2020, and Douglas... -
Medicines Co.
Sales & Marketing Case Study6.95View Details It is early 2001 and the Medicines Co. just received FDA approval to market Angiomax, a blood thinner to be used during angioplasties and heart procedures.... -
Icelandair (C): WOW Now?
Strategy & Execution Case Study5.00View Details Case Supplement for Case IES782 -
BAT Case: Putting Tech Support on the Fast Track
Technology & Operations Case Study8.95View Details Bruce-Alfred Technologies (BAT) has built a successful business selling packaged software. Its marketing has long promised free technical support to all... -
Demand Unconstraining Methods
Strategy & Execution Case Study8.95View Details This technical note examines two common methods for estimating customer demand using historical data observations that are constrained by availability.... -
Husky Injection Molding Systems (Abridged)
Strategy & Execution Case Study8.95View Details This is an abridgement of case 799-157 for HBS use only. -
Marcia Radosevich and Health Payment Review--1989 (D)
Innovation & Entrepreneurship Case Study5.00View Details Supplements the (A) case. -
Kristen's Cookie Co. (A2)
Technology & Operations Case Study5.00View Details Intended for distribution during class, this case contains one set of answers to the (A1) case. It introduces the concept of a Gantt chart and discusses... -
Fortis Industries, Inc. (B)
Sales & Marketing Case Study5.00View Details Describes whether the company adopts the price-flex policy discussed in the (A) case. Price increase in steel strapping raw materials is rescinded by... -
The WORKS Gourmet Burger Bistro
Sales & Marketing Case Study8.95View Details In October 2014 Bruce Miller, Chief Marketing and Development Officer and co-owner for The WORKS Gourmet Burger Bistro was considering changes to the... -
Betting on Growth: The Right Pricing Structure for Kalshi
Management Case Study8.95View Details It is September 2021, and Kalshi is a new, Commodity Futures Trading Commission (CFTC)-approved trading platform for event contracts. Kalshi went online... -
Fortis Industries, Inc. (A)
Sales & Marketing Case Study8.95View Details Fortis Industries' packaging division manufactures steel and plastic strapping. In 2007, the company underwent a leveraged buyout. The case focuses on...
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How to Fight a Price War
Sales & Marketing Magazine ArticlePrice wars are a fact of life, whether we're talking about the fast-paced world of knowledge products, the marketing of Internet appliances, or the staid,... -
The Five Competitive Forces That Shape Strategy
Competitive strategy HBR BestsellerAwareness of the five forces can help a company understand the structure of its industry and stake out a position that is more profitable and less vulnerable to attack. -
Business Marketing: Understand What Customers Value
Marketing Magazine ArticleGauging—and communicating—what your products and services are worth to customers has never been more important. -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
Pricing and the Psychology of Consumption
Customer experience Magazine ArticleThe way you set prices doesn’t just influence demand. It also guides the way buyers use your product or service—and that can have a lasting impact on customer relationships. -
The Good-Better-Best Approach to Pricing
Sales & Marketing Magazine ArticleCompanies often crimp profits by using discounts to attract price-sensitive customers and by failing to give high-end customers reasons to spend more.... -
Does the Capital Asset Pricing Model Work?
Finance & Accounting Magazine ArticleThe capital asset pricing model (CAPM) is a theoretical representation of the way financial markets behave. It can be used to estimate a company's cost... -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
Making "Freemium" Work
Sales & Marketing Magazine ArticleOver the past decade "freemium"--a combination of free and premium offerings--has become the dominant business model among internet start-ups and smartphone... -
Pricing Policies for New Products
Pricing strategy Magazine ArticleHBR first published this article in November 1950 as a practical guide to the problems involved in pricing new products. Particularly in the early stages of competition, it is necessary to estimate demand, anticipate the effect of various possible combinations of prices, and choose the most suitable promotion policy. Then as the product’s market status […]