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22 Resources for

marketing and harvard knowledgebase

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BNET Resources

The Problem With Viral Branding: From the executive summary: ‘Today, cultural branding stands apart from recent challenger to mind share, so-called viral branding. As the name suggests, viral branding focuses on the paths of public influence: how non-company actors influence customers to value the brand. The viral approach is a compendium of ideas rooted in...; Tags: Harvard Knowledgebase, branding, brand, public relations; White papers 2004-11-22
In Marketing, Think Outside The Niche: From the executive summary: ‘For decades, marketing theory and practice have been moving towards the market of one. Modern companies have learned to think in terms of customer-centricity. Marketers have the tools to separate out great customers from good customers and to focus their attention on most valuable tiers.’ Hence,...; Tags: Marketing research, Harvard Knowledgebase, marketing, tool; White papers 2004-08-01
Your Customers: Use Them Or Lose Them: Most people judge an organization by services it provides them. Customer service is an important aspect of a business, which should not be ignored at any cost. It has been observed that organizations, which provide its customers maximum value for their money, are the ones that truly succeed in the...; Tags: Product marketing, Harvard Knowledgebase, customer service, bank; White papers 2004-07-19
How Tide Cleaned Up The Competition: Researches indicate that companies need to change their marketing strategies for achieving long-term goals. Most companies realize the importance of marketing techniques when they encounter heavy competition. The case study examines the marketing strategy used by a big conglomerate for boosting its business. The company re-gained its long lost image...; Tags: Marketing research, Harvard Knowledgebase, marketing strategy, marketing, technique, brand; White papers 2004-07-12
The Right Way To Kill A Bad Brand: Brand building is an activity undertaken to consolidate the position of an organization in the market and gain competitive advantage. Over the years, the brand gets associated with the firm and enables the organization to gain public approval. However, sometimes, a branding endeavor, not nurtured and executed carefully, can lead...; Tags: Harvard Knowledgebase, brand, branding, competitive advantage; White papers 2004-01-12

The Price Is Right - Or Is It?: The price of a product is the amount of money that is charged in exchange for the product from the buyer in the market. It depends on the costs incurred in the manufacturing of the product. At the same time, the final price of the product should be set such...; Tags: Harvard Knowledgebase, manufacturing, pricing strategy; White papers 2003-10-06
Milking More From The Mature Business: From the executive summary: ‘Organizations can boost growth by analyzing and leveraging existing portfolios, services, and markets. The need is to focus on what is going on in the business units. Corporate strategy can guide acquisitions, divestitures, and market and product development efforts outside the scope of individual business units....; Tags: Corporate law, Harvard Knowledgebase, divestiture, product development, acquisition, strategy; White papers 2003-07-21
Success Factors For Building Profitable Indirect Sales Channels: This article discusses success factors for building profitable indirect sales channels. Some of the ways of doing it are expanding market reach, increasing mind share with customers and cost effective sales channel. In addition, building a channel can be done through following ways: identifying corporate goals, best positioned for target...; Tags: Channel management, Sales strategy, Harvard Knowledgebase, indirect sales channel, sales channel, sales, benefit; Presentations 2003-05-12
Pricing Wars: Most managers will be involved in a price war at some point in their careers, and it's never too early to prepare. In fact, managers and companies that conduct intelligent analyses of the theater of operations may find they have more options than they think.; Tags: Professional development, Harvard Knowledgebase, career, pricing strategy; White papers 2003-01-01
Implementing The Balanced Scorecard In State Government: For effective management of a work process, it is imperative to measure it. Measurement provides an insight into the dynamics of the process and, therefore, facilitates the management of the same. The Balanced Scorecard BS is a comprehensive framework that translates the organizational vision and strategy into a coherent set...; Tags: Harvard Knowledgebase, Balanced Scorecard, performance, vision, strategy; White papers 2003-01-01
Partnering and the Balanced Scorecard: Effective leaders, know that measurement and management systems play a critical role in communication; in establishing the culture and values of the organization; and in aligning diverse units, employees, and constituencies. This article describes how effective leaders customize their organization's measurement and management system to partner with their employees for...; Tags: Business structures, Leadership, Harvard Knowledgebase, Balanced Scorecard, partnership, leader, strategy, vision, supplier, tool; White papers 2002-12-23
Who's Managing Profitability?: From the executive summary: ‘The most important issue facing most managers in the difficult economy is making more money from the existing business without costly new initiatives. In most companies, everyone pays attention to profitability, but few companies have a process to systematically manage profits on a day-to-day basis. The...; Tags: Harvard Knowledgebase, marketing, sales; White papers 2002-09-02
Zero-Sum Game: The article highlights the fact that not every industry or company can benefit from performance-based pricing. But where there is a fit, PBP can be a powerful tool that merges the interests of buyers and sellers. Because pricing is such a difficult and complex arena, it has confounded sales and...; Tags: Pricing, Marketing research, Harvard Knowledgebase, pricing strategy, marketing, benefit, performance, sales, game, industry, tool; White papers 2002-07-22
Building 'Brandtopias'—How Top Brands Tap In To Society: A brand is the peculiar association that is developed among the target audience regarding a particular product or service. This association arises from the product or service attributes that differentiate that particular product or service from others. Intense promotional and marketing effort over time is required to build and establish...; Tags: Branding, Harvard Knowledgebase, brand, marketing; White papers 2002-06-24
The Key to Diverting Disaster: Preparation: Everyone involved in the response to a crisis has to be able to become immediately productive in handling it. Good crisis management doesn't end simply with a plan. Many companies that have crisis-response plans in place develop such complacency about their initial diligence that they fail to keep their plans...; Tags: Harvard Knowledgebase, crisis management; White papers 2002-06-03
Downturn In Pricing: When sales and profits are plummeting and customers are demanding better deals, the instinctive response is to cut prices. This silences customer complaints; helps cover fixed costs, and buys time until the economy rebounds. A price cut can also boost sales quickly, especially when there is no money for advertising...; Tags: Sales strategy, Sales force management, Harvard Knowledgebase, sales, pricing strategy, brand, advertisement; White papers 2002-04-15
Your Best Downturn Strategy? Think Twice About Price Cuts: From the executive summary: ‘When times are good, pricing sins can be easily forgiven. But when the economy sours, a misguided pricing strategy can shrink profitability, warp customer relationships, and destroy a brand. When sales and profits are plummeting and customers are demanding better deals, the instinctive response is to...; Tags: Pricing, Marketing research, Harvard Knowledgebase, pricing strategy, strategy, brand, sales; White papers 2002-04-15
How A Juicy Brand Came Back To Life: Brand-building is a painstaking effort that requires a number of years. Sometimes, brands are revived when mergers and acquisitions take place and brands exchange ‘hands’ from one management to another. One of the prime considerations in the aforesaid endeavor is the managerial temperament. The paper examines this issue using examples....; Tags: Branding, Harvard Knowledgebase, brand, M&A; White papers 2002-02-04
Activity-Based Pricing in a Monopoly: This paper studies the interaction between cost accounting systems and pricing decisions in a setting where a monopolist sells a base product and related support services to customers whose preference for support services is known only to them. The paper considers two pricing mechanisms–Activity-Based Pricing ABP and traditional pricing, and...; Tags: Pricing, Managerial accounting, Harvard Knowledgebase, Activity Based Costing, activity-based management, support services, monopolist, pricing strategy, accounting system, decision-making, supply chain, accounting, supplier, tool; White papers 2002-02-02
Strategy and the Internet: If average profitability is under pressure in many industries influenced by the Internet, it becomes all the more important for individual companies to set themselves apart from the pack—to be more profitable than the average performer. The only way to do so is by achieving a sustainable competitive advantage—by operating...; Tags: Branding, Harvard Knowledgebase, positioning, competitive advantage, Internet, strategy, industry; White papers 2001-04-16