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Marketing Digital in Harvard
Marketing Digital in Harvard
2015
Articles | Books & Chapters | Cases | Course Modules
Online Courses | Simulations | Online Tutorials
Core Curriculum | Video Shorts | Exercises
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programs, including online courses and simulations. In addition to material from
Harvard Business School and Harvard Business Review, we also offer course
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Journal of Information Technology
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H B S P. H A R VA R D . E D U 1
CASES
Cases, slices of business life, focus on actual problems and decisions facing a company.
Students are challenged to put themselves in the protagonists place and suggest
business strategies, tactics, and solutions.
New Cases
Barilla Pasta: A Company in Hot Water
In 2013, the Barilla Group company chairman made a series of antigay comments during
an interview on an Italian radio show. The company needs to devise a strategy to publicly
respond to the backlash and avoid the negative long-term consequences of a damaged
brand name, decreased market share, and lost revenues. TN Ivey Publishing #W13480
Bluefin Labs: The Acquisition by Twitter
Bluefin Labs has built a system that gathers millions of online comments in an effort to build
new metrics for TV programs and brand advertising. With data from Twitter and other social
sites, expressions, not just impressions, can now be aggregated, measured, and used to
calibrate brand performance and to sell media time. TN Harvard Business School #513091
Chateau Margaux: Launching the Third Wine
Chateau Margaux, 1 of only 5 prestigious estates in the Bordeaux Medoc wine region to have
been classified as First Growth, is preparing to launch a new wine. The owner is considering
the optimal marketing for the new wine in light of bold moves by other First Growths, such
as the purchase of vineyards in the Bordeaux region and global expansion.
Harvard Business School #513107
Coca-Cola: Liquid and Linked
Coca-Cola is considering which of several global marketing/promotional efforts to bring to
the U.S. Each has proven successful in other parts of the world but for varying reasons. All
represent efforts outside of the industrys normal advertising-based approach to marketing.
Harvard Business School #514024
Freemium Pricing at Dropbox
Online storage company Dropbox provides remote storage for all types of digital files, along
with file sharing, synchronization, and backup. Using a freemium pricing strategy, whereby
a basic service was free and a premium service was paid, Dropbox grew into a business
with 200 million users. But only an estimated 1.6% to 4% of users provided any revenue to
the company. This case examines how Dropbox used freemium pricing to facilitate product
adoption and user referrals. Harvard Business School #514053
Groupon for Local Businesses
Local businesses experiences with using Groupon to promote themselves ran the gamut of
roaring success to absolute failure. Why is there such a large range in outcomes for firms
that used daily deal sites such as Groupon? This case examines the effectiveness of online
daily deal sites from the point of view of local businesses. Harvard Business School #514047
J.C. Penneys Fair and Square Strategy (Abridged)
Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic
changes he initiated for the business model and brand image of his company. After
troubling first quarter results, Johnson decided to make certain adjustments, but were
these adjustments enough? Harvard Business School #514063
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H B S P. H A R VA R D . E D U 3
Popular Cases
Dove: Evolution of a Brand
The maker of Dove soap transforms the functional brand into a master brand by expanding
the Dove portfolio to include products beyond the original bath soap category. The change
inspires a controversial ad campaign, and the company relies on the Internet and social
media channels to help manage the negative publicity.
TN Harvard Business School #508047 Video Short available
Students understand how a brand can focus on their core competency and the relevancy
of maintaining certain brand elements despite the dynamic nature of the market.
Case review from Harvard Business Publishing for Educators web site*
IKEA Invades America
IKEA is the top furniture retailer in the world, with over 154 stores in 22 countries. The
company has 14 stores in the U.S. and plans to have 50 stores in operation in the U.S. by
2013. The strategy centers on creating a distinctive brand for American consumers.
TN Harvard Business School #504094
Excellent case. Students loved it because they can all relate to IKEA, given the brands
target consumer. The case notes are excellent. This case is a great example of how
coproduction can help solidify consumer loyalty.
Case review from Harvard Business Publishing for Educators web site*
MINI USA: Finding a New Advertising Agency (A)
Selling an intangible like advertising services is a difficult task. The first step is to understand
what brands are looking for when they buy these services. This case puts the students into
the roles of the seller (an advertising agency named Butler, Shine, Stern, and Partners) and
the buyer (MINI USA) and asks them to develop a sales strategy for advertising services.
Harvard Business School #508041
Pillsbury Cookie Challenge
The Canadian Pillsbury ready-baked goods cookie line is experiencing poor performance,
and the marketing manager is charged with turning around the segment. After conducting
market research, he analyzes the results to determine how to improve the performance
of the cookie segment. Students must determine where the greatest opportunities lie,
whom the team should target, what brand messaging is most relevant, and what type of
communication plan would be most effective. TN Ivey Publishing #W11020
Product Team Cialis: Getting Ready to Market
Lilly and Icos are preparing for the launch of a new drug, Cialis, to compete against Viagra.
To position against incumbent Pfizer, they must determine how best to segment the market
and decide which target market to focus on. The marketing plan should take advantage of
Cialiss medical profile and include the communication strategy to patients, physicians, and
partners. TN Harvard Business School #505038
Sephora Direct: Investing in Social Media, Video, and Mobile
The senior vice president of Sephora Direct wants to double her budget for social media
and other digital marketing initiatives. Several digital marketing initiatives over the past 2
years are starting to yield good results. The increased budget will come at the expense of
traditional marketing programs and she must justify the investment.
TN Harvard Business School #511137
4 MARKETING 2015
Snapple
This case tells the story of Snapples rise and fall and poses the question, Can it recover?
Snapple quickly went from local to national success and was ready to go international
when the founders sold the company to Quaker. Quaker then sold the company in 1997 for
a fraction of its acquisition price, after discovering the brand was harder to manage than
anticipated. What action should the new owners take? This case is accompanied by a Video
Short. TN Harvard Business School #599126
Starbucks: Delivering Customer Service
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent
market research indicating that the company does not meet customer expectations for
good service. The company considers a plan to improve satisfaction by increasing service
speed. The plan costs money, and the benefits to the bottom line are difficult to predict.
TN Harvard Business School #504016 Video Short available
This case offers a great opportunity to review a well-known company and the problems
that accompany fast growth. Very rich content; lots of opportunity for class discussion with
varying perspectives.
Case review from Harvard Business Publishing for Educators web site*
Virgin Mobile USA: Pricing for the Very First Time
Dan Schulman, CEO of Virgin Mobile USA, must develop a pricing strategy for new wireless
phone services targeted toward consumers in their teens and 20s, many of whom have poor
credit and uneven usage patterns. Contrary to conventional industry wisdom, Schulman is
convinced that he can build a profitable business based on this underrepresented target
segment. The key is pricing. TN Harvard Business School #504028
Find more cases at hbsp.harvard.edu
Brief Cases
Rigorous and compact, Harvard Business School Brief Cases present realistic
management challenges for students to discuss. Audio versions are available for
select Brief Cases to aid in student preparation.
NEW! Altius Golf and the Fighter Brand
A maker of high-performance golf balls considers introducing a new golf ball called Elevate
to appeal to casual golfers. The new line will be available through off course specialty
stores and big box retailers at a lower price. The board of directors is divided on whether to
support the decision. TN #913578
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H B S P. H A R VA R D . E D U 5
NEW! CleanSpritz
Sales of CleanSpritz all-purpose cleaning spray have been steadily declining for the past
five years, and management believes the decline correlates to a growing environmental
concern among U.S. consumers. CleanSpritzs management is considering several options
to address these concerns, and brand manager Claire Beaton must present managements
recommendations for the most effective strategy. TN #914537
NEW! Clique Pens: The Writing Implements Division of the U.S. Home
The Clique Pens Writing Implements division president Elise Ferguson has seen gross
margins drop from 42% in 2010 to just over 36% in 2012 as a result of various discounts,
allowances, and other off-invoice deals. She is now considering a move away from these
discounts in favor of market development funds. TN #914525
NEW! In a Bind: Peak Sealing Technologies Product Line Extension Dilemma
Peak Sealing Technologies (PST) is a manufacturer of premium carton sealing tapes. When
a new competitor introduces a less expensive and inferior product, product manager Emma
Taylor must decide if the company should augment its existing high-quality product line
with a cheaper, less effective product to compete, keeping in mind that the new line could
potentially cannibalize PSTs premium line. TN #914533
NEW! Launching Krispy Natural: Cracking the Product Management Code
Pemberton Products is looking to expand into the salty snack market and acquires producer
Krispy Inc. Market tests of Krispy products in Columbus, Ohio, show market share results
that are double the company projections, while results in 3 cities in the Southeastern U.S. fall
well below expectations. The marketing director must interpret the test results and present
his recommendation for a national rollout. TN #913574
NEW! Montreaux Chocolate USA: Are Americans Ready for Healthy Dark Chocolate?
The director of new product development at a chocolate company wants to introduce a new
line of dark chocolate with fruit to appeal to health-conscious U.S. consumers. She considers
3 market testing alternatives to validate marketability and sales forecasts. TN #914501
MOST POPULAR Mountain Man Brewing Company
Mountain Man Brewing Company brews just 1 beer, Mountain Man Lager, popular among bluecollar workers. When the company experiences declining sales, the CEO considers launching
a new light beer in the hope of attracting younger drinkers. TN #2069 L
MOST POPULAR Natureview Farm
A Vermont-based producer of organic yogurt is the leading national brand sold in natural
food stores, with $13 million in revenues. When the company faces financial pressure to
increase revenues to $20 million due to a planned exit by its venture capital investors, the
VP of marketing must decide whether to expand into the supermarket channel.
TN #2073
This case is a well-written, compact case. It is precise and enables me to deliver multiple
objectives for my session, like trade margins, channel choice, channel conflict, etc.
Case review from Harvard Business Publishing for Educators web site*
6 MARKETING 2015
Multimedia Cases
Now available online, multimedia cases put students in the center of business dilemmas
by bringing concepts to life with animated charts, audio, and video segments. Premium
Educators can see a Free Trial of each case online.
Building Brand Community on the Harley-Davidson Posse Ride
Students get inside one of the worlds strongest brands to consider issues of brand loyalty,
the close-to-the-customer philosophy, the cultivation of brand community, and the day-today execution of relationship marketing programs. TN #501009
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H B S P. H A R VA R D . E D U 7
8 MARKETING 2015
ARTICLES
Articles from Harvard Business Review and other renowned journals provide up-to-theminute ideas from the best business thinkers.
New Articles
An Anthropologist Walks into a Bar...
When BeerCo found its pub sales falling, market research and competitive analysis
provided no help. So it sent out a team of social anthropologists to investigate. The resulting
data, including field notes, photographs, and videos, yielded insights that prompted the
company to revamp its promotional materials and training methods. Sales rebounded within
two years and are still growing. Harvard Business Review #R1403F
Beyond the 4Ps: A New Marketing Paradigm Emerges
Our mindsets determine the way we see the world, make decisions, and behave. In the
realm of marketing, the author argues that many peoples mindsets, or mental models,
are outdated. He explains why the old marketing paradigm is no longer applicable and
describes the six aspects of the new landscape that modern marketers must embrace in
order to thrive. Rotman School of Management #ROT232
For Mobile Devices, Think Apps, Not Ads
Mobile ads are not as popular with consumers as many companies had hoped. Instead,
mobile apps are more effective at reaching and engaging customers by offering
convenience and unique value over simple advertising messages.
Harvard Business Review #R1303D
Make the Most of a Polarizing Brand
Marketing managers tend to focus on mean or net consumer scores, but these miss an
important point: Some brands are highly polarizing, with large numbers of brand lovers and
equally large numbers of brand haters. Measuring brand dispersion will allow marketers to
identify polarizing brands and take steps to turn polarization to their advantage.
Harvard Business Review #F1311A
Make Your Best Customers Even Better
Companies that focus on superconsumersa subset of heavy consumers who are highly
engaged with a category and a brandcan realize even greater sales from them. They can
also yield new product ideas and insights that help products gain mass appeal.
Harvard Business Review #F1403A
SodaStreams CEO on Turning a Banned Super Bowl Ad into Marketing Gold
SodaStream CEO Daniel Birnbaum and his all-new management team created an ad for the
2013 Super Bowl that took a direct shot at Coke and Pepsi. It was rejected by CBS, and the
legal wrangling that followed generated headlines around the globe. The controversial ad
has now been viewed more than 5 million times on YouTube; from a marketing standpoint,
it was a great investment. Harvard Business Review #R1401A
To Tweet or Not to Tweet: What Business Can Learn from Social Movements
Hundreds of millions of dollars are spent each year on social media marketing strategies,
and most of them achieve little in the way of creating a sustained following. In contrast,
successful social movements can capture and sustain followers over long periods of time for
less money than companies typically spend on marketing. Rotman Magazine #ROT199
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H B S P. H A R VA R D . E D U 9
Popular Articles
Case for Discount Discipline
Few companies even record their discounting practices, much less manage them. Heres how
to do discounts right. Harvard Business Review #F0611G
Commercials Make Us Like TV More
In recent studies, viewers rated TV programs with ads much higher than programs without
them. The phenomenon is adaptation: The longer an experience lasts, the more people get
used to it, and the less they enjoy it. But if that experience is interrupted (for instance, with a
commercial), peoples initial feelings of pleasure are retriggered.
Harvard Business Review #F1010E
Crap Circles
The most dubious business plans can appear solid, even smart, when illustrated with snappy
circle-and-arrow graphics. Look closely though, and youll see that many of these diagrams
are full of it. Harvard Business Review #F0511C
Emotional Cues That Work Magic on Customers
Marketers have long understood that emotions play an important role in consumer decision
making. New scientific evidence suggests that their influence is more nuanced than
many realize. A better understanding of emotions will help managers maximize customer
satisfaction and loyalty at every stage. IESE-Insight Magazine #IIR054
How to Delight Your Customers
While many researchers have made contributions to the now-extensive literature on service
quality, there is less research on how organizations can delight customers. This article
examines the benefits of delighting rather than merely satisfying customers.
California Management Review #CMR328
Target the Almost Rich
Marketers have masterfully targeted the middle class and the very rich, but a breed of
consumer is flying under their radarthose who arent truly wealthy but still rank in the top
20% of earners. Three tactics can help companies reach the almost rich.
Harvard Business Review #F0206B
10 M A R K E T I N G 2 0 1 5
SIMULATIONS
Online simulations present real-world management challenges for students and
encourage classroom interaction and discussion. Results are available immediately for
a comprehensive debrief session. All simulations include a detailed Teaching Note.
Marketing Simulation: Managing Segments and Customers V2
Students develop and execute a marketing strategy at a manufacturer of motors used in
medical devices. The simulation presents multiple challenges, including setting prices for
channels and distributors, determining distributor discount rates, and making decisions
about investments in product features. Seat Time: 90 minutes. TN #7018
Excellent tool for students to realize that not all customers are alike, not all of them want
to grow with you, and loyalty is better when a customers cost of switching is high or you
have a high pocket share.
Simulation review from Harvard Business Publishing for Educators web site*
Pricing Simulation: Universal Rental Car V2
Students assume the role of a regional marketing manager responsible for pricing a fleet
of rental cars in Florida. Students must consider pricing strategies for leisure and business
travel, optimize vehicle inventory, and account for the likely competitive and market
responses to their decisions. Seat Time: 90 minutes. TN #7005
The simulation can easily be set to show that being the lowest price can be far less
profitable for your company than maintaining a higher price. This comes as a surprise to
many business students with little experience in business: they always want to beat the
competition.
Simulation review from Harvard Business Publishing for Educators web site*
Find more simulations at hbsp.harvard.edu/list/simulations
EXERCISES
Marketing Exercise: The Positioning Game
The Darden School of Business
In this online exercise, students compete within a single market to maximize profit and
market share for their specific product. Through a series of timed rounds, students decide
whetherand whereto move their products position based on market conditions,
competitors choices, and their own results. As in the real world, students face time pressure,
costs associated with product changes, and the unseen decision of competitors.
Seat Time: 30 minutes. TN #UV6715
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H B S P . H A R V A R D . E D U 11
ONLINE COURSES
Available in Sections. Online Courses introduce complex subjects and can be used in
advanced undergraduate business courses, used as prematriculation requirements for
MBAs, or assigned as homework over a semester or year. Online Courses are available
as complete courses or in sections.
NEW! Management Communication
The Management Communication Online Course provides students with the skills and
guided practice necessary to master important concepts in business communication.
A special emphasis is placed on planning, writing, and presenting. Seat Time: 1822 hours. TN
12 M A R K E T I N G 2 0 1 5
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H B S P . H A R V A R D . E D U 13
Understanding Marketing
Developing a marketing mind-set is about creating an awareness of who a companys
customers are, what they want, and how the company can serve them profitably. This book
explains key concepts and provides examples for understanding the role of marketing in an
organization. Harvard Business Review Press #12587
Find more books and chapters at hbsp.harvard.edu/list/book-chapters
COURSE MODULES
Course Modules offer a road map to the best teaching materials, with recommendations
on how to organize them. Each module suggests 46 items plus alternate suggestions.
Popular modules in Marketing have been recently updated and include:
Branding and Brand Management
B2B Marketing
Designing and Managing Channels
Managing Corporate Customers
Market Research
Segmentation, Market Selection, and Product Positioning
Sales Management
Find more course modules at hbsp.harvard.edu/list/course-module
ONLINE TUTORIALS
Online tutorials allow students to learn basic concepts outside of class, freeing up
class time for other learning objectives. Each tutorial requires approximately 2 hours
to complete, depending on students abilities and backgrounds.
NEW! Conjoint Analysis
This online tutorial provides students an interactive experience with the steps involved in
constructing, running, and using conjoint analysis to aid in managerial decision making.
TN #514712
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VIDEO SHORTS
These free, short videos are all under 10 minutes long and illustrate a cases central
learning objective. The streaming video is available to registered Premium Educators
at hbsp.harvard.edu. Cases with Video Shorts include:
The American Express Card #509027
Aqualisa Quartz: Simply a Better Shower #502030
Dove: Evolution of a Brand #508047
Globalization of Markets #83308
Harrahs Entertainment, Inc. #502011
Lenovo: Building a Global Brand #507014
Marketing at The Vanguard Group #504001
Merrill Lynch: Integrated Choice #500090
Snapple #599126
Starbucks: Delivering Customer Service #504016
Find more Video Shorts at hbsp.harvard.edu/list/videoshorts
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H B S P . H A R V A R D . E D U 15
Seat Time:
30120 minutes
(depending on the
depth of analysis
desired)
#4380
16 M A R K E T I N G 2 0 1 5
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Cases
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Core Curriculum
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$45.00$75.00
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Simulations $45.00
Similar discounts apply to all teaching materials at
hbsp.harvard.edu. Prices subject to change without notice.
Annual contracts for academic institutions are also available which provide
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EDUCATORS