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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
Sales & Marketing Magazine ArticleIn this article, authors James Anderson, professor at the Kellogg Graduate School, Northwestern University, and James Narus, associate professor at the... -
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
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
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 […] -
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 […] -
Measure Costs Right: Make the Right Decisions (HBR OnPoint Enhanced Edition)
Finance & Accounting Magazine ArticleManagers in companies selling multiple products are making strategic decisions about pricing and product mix with distorted cost information, detecting... -
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 […] -
Making Life-Saving Medical Treatments More Affordable
Business models Digital ArticleA look at the challenges and some innovative solutions. -
Whole Foods Is Becoming Amazon’s Brick-and-Mortar Pricing Lab
Pricing strategy Digital ArticleAnd changing how Americans think about the cost of healthy food. -
Case of the Pricing Predicament (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleScott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing... -
Escaping the Discount Trap (HBR Case Study)
Sales & Marketing Magazine ArticleBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The... -
What a "Price Vocabulary" Is, and Why Companies Need One
Sales & Marketing Digital ArticleAt Costco, it isn't random that prices end in .99 or .97. -
Why Businesses Should Lower Prices During Natural Disasters
Pricing strategy Digital ArticleIt helps your customers, which helps your brand. -
Consumers Don't Understand the Relationship Between Time and Speed
Finance & Accounting Digital ArticleAnd companies take advantage of it.
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Apple Watch (B): Would You Bet On It?
Sales & Marketing Case Study5.00View Details Apple Watch (B) is a companion case to Apple Watch (A). The (B) case describes events that took place immediately after the Apple Watch launch in April... -
Portillo's: How to Deliver?
Sales & Marketing Case Study8.95View Details -
Zalora: Data-Driven Pricing
Sales & Marketing Case Study8.95View Details -
Gilead: Launching Truvada in Europe
Global Business Case Study8.95View Details Gilead Sciences launched Truvada, a combination pill incorporating Gilead's individual antiviral drugs, Viread and Emtriva, in the U.S. in 2004. This... -
Radiohead: Music at Your Own Price (B)
Sales & Marketing Case Study5.00View Details -
Analytical Space: The Next Frontier?
Innovation & Entrepreneurship Case Study8.95View Details With one satellite aloft and in the midst of beta testing in late 2018, Analytical Space founders Justin Oliveira and Dan Nevius turned to critical questions... -
MW Petroleum Corp. (A), Spanish Version
Finance & Accounting Case Study8.95View Details Amoco Corp. is negotiating to sell a wholly-owned subsidiary, MW Petroleum, to Apache Corp. MW owns large reserves of oil and gas comprising many properties... -
Albert Heijn: Price War Among Retailers (A)
Strategy & Execution Case Study8.95View Details In October 2003, leading Dutch supermarket chain Albert Heijn slashed prices up to 30 on more than 1,000 items to counter a loss in market share caused... -
TECHNOLOGY EQUIPMENT PARTNERS - Confidential Instructions for the V.P. of Engineering at TEP
Strategy & Execution Case Study5.00View Details Two-team, six-party, four-issue negotiation between representatives of two corporations setting up a simultaneous high-tech joint venture and purchasing... -
HP Consumer Products Business Organization: Distributing Printers via the Internet
Sales & Marketing Case Study6.95View Details In spring 1998, Pradeep Jotwani, vice president and general manager of the Consumer Products Business Organization of the Hewlett-Packard Co. (HP), was... -
Parker & Pine
Sales & Marketing Case Study8.95View Details The co-founders of Parker & Pine must decide how best to launch their apparel company's first product, the boxer brief for plus-sized men. With only a... -
Marketing Analysis Toolkit: Pricing and Profitability Analysis, Chinese Version
Sales & Marketing Case Study8.95View Details Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position.... -
JCDecaux, 2016: Global Leader ... Again
Strategy & Execution Case Study5.00View Details In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated... -
ChemBright, Inc., Spanish Version
Technology & Operations Case Study8.95View Details ChemBright is a small start-up company that manufactures private-label household chemicals. The company sells its products to grocery chains in the New... -
Oversight Systems
Sales & Marketing Case Study14.00View Details The case, set in May 2016, discusses sales strategy and managing sales and service at Oversight Systems, an Atlanta, Georgia-based software firm that... -
TECHNOLOGY EQUIPMENT PARTNERS - Confidential Instructions for the V.P. of Sales at TEP
Strategy & Execution Case Study5.00View Details Two-team, six-party, four-issue negotiation between representatives of two corporations setting up a simultaneous high-tech joint venture and purchasing... -
Marketing Reading: Creating Customer Value, Spanish Version
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Zipcar: Refining the Business Model, Japanese Version
Innovation & Entrepreneurship Case Study8.95View Details Zipcar is a start-up organized around the idea of "sharing" car usage via a membership organization. This case describes several iterations of the Zipcar... -
Not for Free: Revenue Strategies for a New World
Finance & Accounting Book29.95View Details It used to be only dotcom start-ups lacked workable business models. But now the ubiquity of cheap communications and computing is deeply wounding business... -
Tartans in Thailand: Pernod Ricard's Thai Whiskey War of 2007
Sales & Marketing Case Study8.95View Details The case examines a competitive situation in the market for Scotch whisky in Thailand. Two multinationals fight for market share with a complex portfolio...
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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
Sales & Marketing Magazine ArticleIn this article, authors James Anderson, professor at the Kellogg Graduate School, Northwestern University, and James Narus, associate professor at the... -
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
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
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 […]