Marketing as Competitive Advantage: Fundamentals

Das  Narayandas; David E. Bell; Anita  Elberse; John T. Gourville; David B. Godes; John A. Quelch; Gail J. McGovern; Luc R. Wathieu; Marta  Wosinska

Class Lecture | October 2008

Marketing as Competitive Advantage: Fundamentals

by Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska

Abstract

Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty, who teach core principles of marketing, as well as animated frameworks, articles, and notes. Instructional workbook exercises will help you evaluate your own marketing efforts and create a marketing plan for your organization.

Keywords: Customers; Framework; Marketing Strategy; Product Positioning; Planning; Competitive Advantage; Segmentation;

Format: Multimedia

1 pages

Purchase

Citation:

Narayandas, Das, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu, and Marta Wosinska. "Marketing as Competitive Advantage: Fundamentals." Harvard Business School Class Lecture 509-719, October 2008.

Case | HBS Case Collection | May 2019 (Revised January 2020)

The Video-Streaming Wars in 2019: Can Disney Catch Netflix?

Anita Elberse and Monica Cody

Bob Iger, CEO of entertainment conglomerate Disney, thrilled investors with details about Disney’s upcoming foray into video streaming in April 2019. Disney’s move was only the latest in a series of actions taken by new and established entertainment companies in a fight for dominance in the video-streaming-subscription space. Netflix, led by CEO Reed Hastings, had established an early foothold in that market after entering in early 2007, amassing 140 million subscribers worldwide by early 2019 and spending $10 billion on content annually. Now, Disney was joining the fray with its signature service, Disney+, after first collaborating with other broadcasters in establishing Hulu, later buying up a majority stake in that service, and launching sports-content subscription service ESPN+. The battle for what many industry observers regarded as the future of the television business was truly on. Had Iger and his team of executives found the right formula to unseat Netflix as the leader in video streaming? Was there room for both players in the marketplace? Or would Hastings and his team at Netflix need to respond in some way to the looming threat posed by Disney?

Keywords: television; Entertainment; Media; Television Entertainment; Management; Strategy; Disruption; Technology; Competition; Media and Broadcasting Industry; Entertainment and Recreation Industry;

Citation:

Elberse, Anita, and Monica Cody. "The Video-Streaming Wars in 2019: Can Disney Catch Netflix?" Harvard Business School Case 519-094, May 2019. (Revised January 2020.) View Details

Cite View Details Educators Purchase

We examine the future of executive education on a technological and cultural landscape that is imminent but different to the one we are accustomed to. We show how the contextualization, socialization and personalization of learning—avowed but distal goals of current executive education programs—are made real by the integration of a suite of currently available technologies and ways of using them that bring learners together in dense and intimate learning networks (socialization), powered by semantic and social search technologies that adapt content to individual learners’ styles and preferences (personalization) and can be deployed in the setting of the learners’ own organizations (contextualization)—all of which serve to optimize the learning production function for both skill acquisition and skill transfer—the two charges that the new skills economy has laid out for any educational enterprise.

Executive education worldwide has entered a period of disruption catalyzed by the digitalization of content, connectivity, and communication—while the demand for managerial skills is growing. The forces of disintermediation, disaggregation, and decoupling are creating an unprecedented increase in the nature and number of education options available to companies seeking to increase their skill and capability base. Based on an extensive survey of the industry informed partly by a large set of in-depth interviews with chief talent and learning officers, participants, and providers, we introduce a compass that will help CEO’s and CLOs navigate the emerging landscape of executive education and a parallel compass for designer of executive programs faced with a new industry dynamic and technology curves that open up numerous design and re-design options.

Faculty & Research

Marketing as Competitive Advantage: Fundamentals

Abstract

Citation:

About the Authors

More from these Authors