Publications

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December 2004 (Revised April 2006)
Case

Mavens & Moguls: Because Marketing Matters...

By: Myra M. Hart, Kristin Lieb and Victoria Winston

Mavens & Moguls is a virtual marketing-consulting firm of approximately 40 professionals. Examines the processes by which Paige Arnof-Fenn (an HBS grad with deep industry experience)draws on her experience and her network to create a high-quality marketing consulting... View Details

Keywords: Networks; Values and Beliefs; Business Growth and Maturation; Organizational Structure; Marketing; Entrepreneurship; Experience and Expertise; Growth and Development Strategy; Consulting Industry

21 Jun 2010
Research & Ideas

Strategy and Execution for Emerging Markets

of countries has its own fascination. That's why we prefer to think about a cross section of countries and understand what is similar and different. We focus on many different emerging markets to develop a... View Details

Keywords: by Martha Lagace

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

Educators

01 Jun 2002
News

The Mind Speaks, Marketers Listen

Calling HBS professor Gerald Zaltman “a maverick marketing professor,” the New York Times reported on the interactive technique he developed to gauge consumer preferences using visual images, semiotics, and... View Details

June 2009
Supplement

Mary Kay Inc.: Asian Market Entry (B)

By: John A. Quelch

By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

can be low growth and declining margins. The key challenge in aligning marketing activities with corporate strategy is to develop a set of metrics to be used by top executives and the board that measure the... View Details

March 2008
Article

Market Reactions to Export Subsidies

By: M. A. Desai and James R. Hines Jr.

This paper analyzes the economic impact of export subsidies by investigating stock price reactions to a critical event in 1997. On November 18, 1997, the European Union announced its intention to file a complaint before the World Trade Organization (WTO), arguing that... View Details

Keywords: Economic Systems; Trade; Development Economics; Financial Markets; Profit; Taxation; Volume; Value Creation; Market Design; Business Subsidiaries; Utilities Industry; Financial Services Industry; Europe; North and Central America

SSRN

March–April 2013
Article

Vaporware, Suddenware and Trueware: New Product Preannouncements under Market Uncertainty

By: Elie Ofek and Ozge Turut

A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such communications can affect rivals' incentives to develop the same new product, a firm may decide to preannounce untruthfully in order to deter... View Details

Keywords: Risk and Uncertainty; Announcements; Competition; Product Launch; Product Development

Web

Published Materials - Creating Emerging Markets

Published Materials 18 SEPT 2023 Book Faculty Research Precarious Ties: Business and the State in Authoritarian Asia By: Meg Rithmire 06 Apr 2023 Management Research: Journal of the Iberoamerican Academy of Management Humanistic Leadership and Support for the... View Details

Research Summary

Dynamic Demand Estimation in Platform and Two-Sided Markets

This paper develops techniques to structurally estimate consumer demand in general platform-intermediated and two-sided markets. By estimating both sides of the market simultaneously, the methodology presented here is able to (1) endogenize the utility of a platform as... View Details

30 May 2000
Research & Ideas

Market Makers Bid for Success

In late February, Harvard Business School professor Bill Sahlman spoke with two former MBA students, Scott Randall ('87) and Glen Meakem ('91), to discuss their perspectives on organizing markets in a new and evolving economy and what... View Details

Keywords: by Staff; Web Services; Technology

March 2017
Case

PharmAccess and the M-TIBA Platform: Leveraging Digital Technology in the Developing World

By: Kevin Schulman, Sashidaran Moodley and Anant Vasudevan

PharmAccess is an Amsterdam-based NGO working to support the development of the private health care market in Africa. This work is critical as over 50% of care is delivered through the private sector, but well-intentioned efforts to address global health through the... View Details

Keywords: Finance; Entrepreneurship; Health Care and Treatment; Online Technology; Health Industry; Africa; Kenya

Educators

September 2013
Exercise

An Exercise in Designing a Travel Coffee Mug

By: Elie Ofek and Michael Norris

In recent years design has emerged as a critical factor in the success of many new products. This case exercise provides a hands-on way to experience the design process and offers a structured approach for incorporating key considerations that can aid in effective... View Details

Keywords: New Product Development; Innovation; Market Research; Competitive Positioning; Design; Product Development; Consumer Products Industry

May 1993 (Revised October 1993)
Case

Vanity Fair Mills: Market Response System

Describes the "Quick Response" program developed by Vanity Fair Mills (VFM), a division of the VF Corp. Beginning in 1989, VFM reorganized its manufacturing systems, invested heavily in computer and telecommunications equipment, and formed "partnership" agreements with... View Details

Keywords: Organizational Change and Adaptation; Logistics; Distribution Channels; Manufacturing Industry

2024
Working Paper

Appropriate Entrepreneurship? The Rise of China and the Developing World

By: Josh Lerner, Junxi Liu, Jacob Moscona and David Yang

Global innovation and entrepreneurship has traditionally been dominated by a handful of high-income countries, especially the US. This paper investigates the international consequences of the rise of a new hub for innovation, focusing on the dramatic growth of... View Details

Keywords: Entrepreneurship; Venture Capital; Emerging Markets; Economic Growth; China