Publications

September 2014 (Revised January 2017)
Teaching Note

Access Health CT: Marketing Affordable Care (A) & (B)

By: John A. Quelch

Keywords: Affordable Care Act (ACA); Marketing Communications; Market Segmentation; Marketing Management; Startup Management; Analysis; Innovation and Invention; Marketing; Measurement and Metrics; Outcome or Result; Performance; Strategy; Health Industry; Insurance Industry; North and Central America

28 Jun 2022
News

Market Research Council Announces 2022 Hall of Fame Inductees

May 2018
Article

Was kostet die Zeit?

By: Stefan Thomke, Daniela Beyersdorfer and Christina Kestel

A German luxury watch manufacturer wants to offer a new collection, including a special model in a limited quantity. The competition has no comparable model. Which price should the company choose? View Details

Keywords: Pricing Strategy; Innovation Management; Watches; Marketing Of Innovations; Price; Strategy; Innovation and Management; Marketing; Luxury

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July 2020 (Revised January 2021)
Case

Vineet Nayar and Sampark Foundation: Frugal Innovation at Scale (A)

By: Linda A. Hill and Emily Tedards

In 2005, Vineet Nayar, the former CEO and Vice Chairman of HCL Technologies, and his wife, Anupama Nayar, committed $100 million of their personal wealth to found Sampark Foundation — a grant-making philanthropy with a mission to transform learning outcomes for 20... View Details

Educators

Research Summary

Open Innovation and Organizational Boundaries

By: Michael L. Tushman

I am exploring how open innovation... View Details

February 2007
Tutorial

Measuring Marketing Performance

By: John A. Quelch

In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which... View Details

Keywords: Marketing Strategy; Corporate Strategy; Performance Evaluation

2010
Journal Article

Competitiveness: Business Model Reconfiguration for Innovation and Internationalization

By: Ramon Casadesus-Masanell and Joan E. Ricart

The purpose of this paper is to reflect on competitiveness by using the business model concept and to understand the need to adapt business models to changes in the environment. View Details

Keywords: Modeling Innovation; Business Improvement; Spain; Competitive Strategy; Business Model; Change; Globalization; Innovation and Invention; Situation or Environment; Competition

April 2020 (Revised June 2022)
Technical Note

Quantitative Analysis in Marketing

By: Sunil Gupta

Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details

Keywords: Quantitative Analysis; Marketing; Decision Making; Analysis

Educators

28 Oct 2014
News

Humans Can Make the Internet of Things Smarter

Keywords: internet of things; adaptation; innovation

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

publish a book on the subject of jobs-to-be-done marketing, explains that there's an important difference between determining a product's function and its job. "Looking at the market from the function View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

Creative Construction: The DNA of Sustained Innovation

Every company wants to grow, and the most proven way is through innovation. The conventional wisdom is that only disruptive, nimble startups can innovate; once a business gets bigger and more complex corporate arteriosclerosis sets in. Gary Pisano's remarkable research... View Details

March 2014 (Revised August 2015)
Technical Note

Technology Innovations in K-12 Education

By: John J-H Kim, Roniesha Copeland and Christine S. An

This background note on technology innovations in education offers a market overview of the edtech sector and discusses trends, common challenges, and criticisms encountered in exploring edtech ventures. The note introduces the promise of educational technology as it... View Details

Educators

Fall 2013
Article

Spurring Innovation Through Competitions

By: Alan MacCormack, Fiona Murray and Erika Wagner

Alan MacCormack, Fiona Murray, and Erika Wagner examine the phenomenon of corporations using innovation contests. They write: "Companies are searching for better ways to identify and exploit novel solutions. Increasingly, they are discovering that many of the very best... View Details

Keywords: Competition; Innovation Strategy; Innovation and Management

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December 2012
Article

Inducement Prizes and Innovation

By: Liam Brunt, Josh Lerner and Tom Nicholas

We examine the effect of prizes on innovation using data on awards for technological development offered by the Royal Agricultural Society of England at annual competitions between 1839 and 1939. We find that the effects of prizes on competitive entry are large, and we... View Details

Keywords: Motivation and Incentives; Patents; Innovation and Invention; Information Technology; Growth and Development; England

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2023
Working Paper

The Equity Market Implications of the Retail Investment Boom

By: Philippe van der Beck and Coralie Jaunin

This paper quantifies the impact of Robinhood traders on the US equity market. Within a structural model, we estimate retail and institutional demand curves and derive aggregate pricing implications via market clearing. The inelastic nature of institutional demand... View Details

Keywords: Institutional Investing; Financial Markets; Price; Financial Instruments

SSRN

15 Nov 2006
Research & Ideas

Lessons Not Learned About Innovation

toothbrush, the marketing campaign for the Mach3Turbo, and the new-concept 2006 five-blade battery-powered Fusion shaving system—that raised revenues and profits. Managers at these companies have learned the View Details

Keywords: by Sean Silverthorne

1995
Book

Wellsprings of Knowledge: Building and Sustaining the Sources of Innovation

By: D. A. Leonard-Barton

Keywords: Knowledge

May 2013
Article

Hybrid Innovation in Meiji Japan

By: Tom Nicholas

Japan's hybrid innovation system during the Meiji era of technological modernization provides a useful laboratory for examining the effectiveness of complementary mechanisms to patents. Patents were introduced in 1885, and by 1911, 1.2 million mostly non-pecuniary... View Details

Keywords: Prizes; Technological Innovation; System; Patents; Knowledge; Value; Cost vs Benefits; Factories, Labs, and Plants; Performance Effectiveness; Japan