Publications

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October 1991
Background Note

Market Research

By: Robert J. Dolan

Describes the major classes of market research. Provides students with an overview of methods available enabling them to select the proper set for their purposes. View Details

Keywords: Research; Markets

2017
Chapter

Marketing Models for the Customer-Centric Firm

By: Eva Ascarza, Peter S. Fader and Bruce G.S. Hardie

A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition, customer retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they... View Details

Keywords: Customer Value and Value Chain; Customer Focus and Relationships

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June 2014
Article

Frictions in Shadow Banking: Evidence from the Lending Behavior of Money Market Funds

By: Sergey Chernenko and Adi Sunderam

We document the consequences of money market fund risk taking during the European sovereign debt crisis. Using a novel data set of security-level holdings of prime money market funds, we show that funds with large exposures to risky Eurozone banks suffered significant... View Details

Keywords: Money Market Mutual Funds; European Sovereign Debt Crisis; Runs; Contagion; Risk Taking; Investment Funds; Financial Crisis; Europe

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Article

Milestones in Marketing

By: John A. Quelch and Katherine Jocz

Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details

Keywords: Education; Business History; Marketing; Practice

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June 2009 (Revised March 2011)
Module Note

The Creative Industries: Managing and Marketing Talent

By: Anita Elberse

This module note examines issues concerning the management and marketing of talent in the creative industries. It describes the characteristics of the market for creative talent, discusses how individual talent creates and captures value, and explores how professional... View Details

Keywords: Talent and Talent Management; Entertainment; Innovation and Management; Marketing; Creativity; Value

22 Oct 2018
Blog Post

HBS Marketing Club Presents: The Brand Summit

and a competitive edge in the market. Of course, this is easier said than done. In a world of rapid technology advancements and changing consumer preferences, marketers are constantly tested on how quickly... View Details

Keywords: All Industries

16 Dec 2014
News

The Power of Market Creation

July 1989 (Revised November 1992)
Background Note

Marketing Strategy Formulation

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include... View Details

Keywords: Marketing Strategy; Decision Choices and Conditions

November 1981
Background Note

Concept of the Marketing Mix

By: Benson P. Shapiro

Keywords: Marketing

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August 2000 (Revised July 2002)
Background Note

Economic Evidence on the Globalization of Markets

Presents the systematic evidence in the context of the microeconomic model of market integration. Market integration is just one (economic) aspect of globalization; this is one of the particular interests to business managers. View Details

Keywords: Globalized Markets and Industries

13 Nov 2012
Talk

The Future of Market Capitalism

By: Lynn S. Paine

Keywords: Capitalism; Capital Markets

November 2020 (Revised May 2023)
Case

Holaluz: Taking on the Spanish Energy Market

By: Elie Ofek, Marco Bertini, Oded Koenigsberg, Elena Corsi and Emer Moloney

In 2020, the three cofounders of Holaluz, a newcomer to Spain’s electricity retail market, are preparing to launch a new offering: installing and managing solar panels on households' roofs at no extra cost for the consumer, who would still benefit from the energy... View Details

Keywords: Electricity; Solar Power; Subscription Business; Renewable Energy; Entrepreneurship; Service Delivery; Business Model; Product Launch; Marketing; Energy Industry; Spain

April 2000
Background Note

Market Failures

By: Bharat N. Anand, Tarun Khanna and Jan W. Rivkin

Examines the role of transaction costs in impeding the functioning of markets and shows how the concept of transaction costs sheds light on a broad range of issues in strategy. View Details

Keywords: Competitive Strategy; Competition; Corporate Strategy; Cost; Market Transactions; Industry Clusters; Failure; Internet

February 2000 (Revised June 2003)
Case

Pepcid AC: Racing to the OTC Market

By: Charles King III, Alvin J. Silk, Ernst R. Berndt and Lisa R. Klein

Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. View Details

Keywords: Competitive Advantage; Product Positioning; Markets; Research; Marketing Strategy; Product Development; Decision Choices and Conditions; Pharmaceutical Industry

16 Feb 2004
Research & Ideas

Marketing Wine to the World

Australia, South Africa, Chile, etc.). Q: What do you see as the major differences between Old World and New World winemakers? A: The Old World market continues to be highly... View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

February 2002 (Revised February 2006)
Case

Volvo Trucks (A): Penetrating the U.S. Market

By: Michael E. Porter and Orjan Solvell

Volvo Trucks has worked on a global strategy for several decades. Beginning in the mid-1970s, the company decided to enter the largest market for trucks: the United States. Over time, the company has struggled to get a significant share of the U.S. market and at the... View Details

Keywords: Market Entry and Exit; Competitive Strategy; Five Forces Framework; Truck Transportation; Global Strategy; Globalized Markets and Industries; Manufacturing Industry; Retail Industry; United States; Europe

30 Nov 2016
Working Paper Summaries

The Stock Market and Bank Risk-Taking

Keywords: by Antonio Falato and David Scharfstein; Financial Services; Banking

February 1999 (Revised June 2000)
Background Note

Integrated Marketing Communications

By: Robert J. Dolan

Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan. View Details

Keywords: Marketing Communications