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May 2009 (Revised January 2011)
Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web

February 1982 (Revised August 1985)
Case

U.S. Retail Coffee Market (A)

Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the... View Details

Keywords: Marketing Strategy; Industry Growth; Market Timing; Retail Industry; Food and Beverage Industry; United States

September 2014 (Revised November 2014)
Case

Marketing Marijuana in Colorado

By: John A. Quelch and David Lane

Colorado's 2014 legalization of marijuana for adult recreational (not just medical) use created a new market that entrepreneurs rushed to enter, channeled by regulations that aimed to minimize marijuana's access to minors while not stifling the emergent new industry.... View Details

Keywords: Public Health; Regulation; Marijuana; Plant-Based Agribusiness; Public Sector; Entrepreneurship; Health Care and Treatment; Agriculture and Agribusiness Industry; Health Industry; Colorado

2022
Working Paper

Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories

By: Rory McDonald

For a new market category to materialize, someone must actively bring it into existence. Yet it remains a mystery how entrepreneurs, whose resources are stretched thin, can accomplish this task. Prior research emphasizes the importance of market-shaping... View Details

Keywords: Nascent Markets; New Categories; Innovation; Qualitative Methods; Emerging Markets; Strategy; Cultural Entrepreneurship; Innovation and Invention

Research Summary

Marketing and Privacy Concerns

When finer consumer information becomes available, competing firms sometimes target consumers too finely, disrupting scale economies prematurely. This leads to excessive product variety or to the wasteful exclusion of certain consumer types. This paper suggests that... View Details

Research Summary

Competing in New Markets

Strategic advisors counsel managers to conduct a thorough competitive analysis emphasizing key points of differentiation. But for new markets, Professor McDonald’s research suggests that reports of the threat posed by similar rivals may be greatly exaggerated, and... View Details

2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

Article

Exchange Rates and Foreign Direct Investment: An Imperfect Capital Markets Approach

By: K. A. Froot and Jeremy Stein

Keywords: Corporate Finance; Market Imperfections; Foreign Direct Investment; Markets; Financial Instruments; Asset Pricing

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August 2005 (Revised August 2007)
Background Note

Why Study Emerging Markets

By: Tarun Khanna, Krishna G. Palepu and Kjell Ke-Li Carlsson

Emerging markets have attracted considerable attention and are likely to become an increasingly important political and economic force. They represent an enormous opportunity for entrepreneurs, multinationals, and investors but also pose a threat for products, jobs,... View Details

Keywords: Profit; Multinational Firms and Management; Corporate Governance; Emerging Markets; Problems and Challenges; Opportunities

October 2016
Supplement

Moshe Kahlon: Telecommunications Reform and Competition in Israel's Cellular Market (B)

By: Joshua Margolis, Amram Migdal and Kerry Herman

The case complements “Moshe Kahlon: Telecommunications Reform and Competition in Israel’s Cellular Market (A),” HBS case number 417-017, which addresses reforms to regulations in Israel’s telecommunications industry initiated and implemented under the leadership of... View Details

Program

Strategic Marketing for Driving Growth

Summary Strategic agility and an unyielding focus on growth are essential for the success of any organization, especially when new technologies such as generative AI are profoundly changing how businesses acquire, engage, and retain customers. In Strategic View Details

July 2021
Article

Augmenting Markets with Mechanisms

By: Samuel Antill and Darrell Duffie

We explain how the common practice of size-discovery trade detracts from overall financial market efficiency. At each of a series of size-discovery sessions, traders report their desired trades, generating allocations of the asset and cash that rely on the most recent... View Details

Keywords: Mechanism Design; Price Impact; Size Discovery; Allocative Efficiency; Workup; Dark Pool; Financial Markets; Market Design; Performance Efficiency

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21 Nov 2014
News

MBAs Need to Stop Assuming That Markets Always Work

Keywords: market competition; MBA students; misconceptions; business education; Business Schools & Computer & Management Training; Educational Services

Article

An Invitation to Market Design

By: Scott Duke Kominers, Alexander Teytelboym and Vincent P. Crawford

Market design seeks to translate economic theory and analysis into practical solutions to real-world problems. By redesigning both the rules that guide market transactions and the infrastructure that enables those transactions to take place, market designers can... View Details

Keywords: Matching; Trading; Scrip; Liquidity; Efficiency; Equity; Allocation Rules; Marketplaces; Market Design; Marketplace Matching; Auctions

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October 2020
Article

Collusion in Markets with Syndication

By: John William Hatfield, Scott Duke Kominers, Richard Lowery and Jordan M. Barry

Markets for IPOs and debt issuances are syndicated, in the sense that a bidder who wins a contract may invite losing bidders to join a syndicate that together fulfills the contract. We show that in markets with syndication, standard intuitions from industrial... View Details

Keywords: Collusion; Antitrust; IPO Underwriting; Syndication; ＂Repeated Games＂; Markets; Game Theory

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February 2002
Article

Market Timing and Capital Structure

By: Malcolm Baker and Jeffrey Wurgler

It is well known that firms tend to raise equity when their market values are high relative to book and past market values. We document that the resulting effects on capital structure are very persistent. As a consequence, current capital structure is strongly related... View Details

Keywords: Valuation; Equity; Capital Structure; Theory; Market Timing; Financial Markets

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October 2008
Class Lecture

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

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,... View Details

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

March 2012 (Revised February 2013)
Background Note

The Hybrid Vehicle Market

By: Michael W. Toffel and Nazli Z. Uludere Aragon

This note describes the hybrid electic vehicle market, the results of different automaker strategies, and the environmental regulatory issues that can promote or inhibit market growth in the United States. Introduces students to the technologies and regulatory aspects... View Details

Keywords: Competitive Strategy; Environmental Sustainability; Product Development; Information Technology; Governing Rules, Regulations, and Reforms; Auto Industry; Manufacturing Industry; Japan; United States

September 1995 (Revised October 1995)
Case

Transcape Systems: Creating a Market

Entrepreneurial companies must overcome substantial barriers to create markets for innovative products in industries reluctant to embrace change. Transcape Systems faces this callenge as it attempts to create a market for interactive multimedia software in the... View Details

Keywords: Market Entry and Exit; Applications and Software; Entrepreneurship; Business Startups; Product Marketing; Information Technology Industry; Entertainment and Recreation Industry; Health Industry

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January 1999 (Revised October 2000)
Background Note

Going to Market

By: Robert J. Dolan

Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management. View Details

Keywords: Marketing Channels; Marketing Strategy

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