Publications

October 2009
Case

Medisys Corp.: The IntensCare Product Development Team

By: Anne Donnellon and Joshua D. Margolis

Key topics include designing teams, managing teams, managing conflict, group dynamics, project management, product development, interdepartmental relations, and organizational change. MediSys, a U.S.-based medical equipment maker, has been developing IntensCare, a new... View Details

Keywords: Project Management; Interdepartmental Relations; Organizational Change; Leadership; Conflict Management; Interpersonal Communication; Groups and Teams; Product Design; Product Development; Organizational Change and Adaptation; Health Care and Treatment; Power and Influence; Medical Devices and Supplies Industry; United States

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

market should be organized." Furthermore, it's difficult for product developers to break the mold when many of their customers organize their store shelves around traditional View Details

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

March 2013
Case

An Entrepreneur's New Product Development Journey

By: Elie Ofek

This case tracks the new product development process undertaken by Gauri Nanda, the founder and CEO of Nanda Home, as she ventures to innovate beyond her initial product launches. Having achieved commercial success with her first product Clocky, a roll away alarm clock... View Details

Keywords: Entrepreneurship; Decision Making; Product Development; Manufacturing Industry; Consumer Products Industry

2021
Working Paper

Hunting for Talent: Firm-Driven Labor Market Search in the United States

By: Ines Black, Sharique Hasan and Rembrand Koning

This article analyzes the phenomenon of firm-driven labor market search—or outbound recruiting—where recruiters are increasingly “hunting for talent” rather than passively relying on workers to search for and apply to job vacancies. Our research methodology leverages... View Details

Keywords: Hiring; Referrals; Outbound Recruiting; Labor Markets; Selection and Staffing; Networks; Recruitment; Strategy; United States

SSRN

2016
Book

Strategy Beyond Markets

By: John de Figueiredo, Michael Lenox, Felix Oberholzer-Gee and Rick Vanden Bergh

Strategy beyond markets has been an active area of research inquiry since the early 1990s. Since its inception, the scholarship emanating from this research stream has grown substantially in quantity, quality, and breadth. Likewise, firms across the world have... View Details

Keywords: Strategy

Find at Harvard

05 Feb 2009
Research & Ideas

In Praise of Marketing

supported the emergence of a diverse array of media for the American consumer to enjoy. Moreover, these investments in marketing attracted talented businesspeople into the marketing field. Best practices in... View Details

Keywords: by John Quelch; Advertising

April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

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

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

19 May 2010
Working Paper Summaries

The Job Market for New Economists: A Market Design Perspective

Keywords: by Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth & John J. Siegfried

07 Jun 2019
Working Paper Summaries

Reflexivity in Credit Markets

Keywords: by Robin Greenwood, Samuel G. Hanson, and Lawrence J. Jin

2021
Working Paper

The Origins of CE Marking: Standards, Business, and the European Market in the 1980s–1990s

By: Grace Ballor

Many products—from consumer electronics to machinery to children’s toys—bear the CE Mark, the symbol of conformity to the ‘essential requirements’ of European standards governed by the process of CE Marking. This working paper traces the development of the system of... View Details

Keywords: Business And Government; Market Liberalization; Standards; Markets; Trade; Integration; Business History; Globalization; Business and Government Relations; Europe; European Union

October 1993 (Revised September 1994)
Case

Catalina Marketing Corp.

By: David E. Bell, Walter J. Salmon and Dinny Starr

Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details

Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry

Forthcoming
Article

Reflexivity in Credit Markets

By: Robin Greenwood, Samuel G. Hanson and Lawrence J. Jin

Reflexivity is the idea that investors' biased beliefs affect market outcomes and that market outcomes in turn affect investors’ future biases. We develop a dynamic behavioral model of the credit cycle featuring this two-way feedback loop. Investors form beliefs about... View Details

Keywords: Reflexivity; Attitudes; Financial Markets; Forecasting and Prediction; Investment; Credit

2014
Other Teaching and Training Material

Marketing Reading: Customer Management

By: Sunil Gupta

This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or... View Details

Keywords: Customer Acquisition; Customer Churn; Customer Profitability Analysis; Customer Retention; Firm Value; Organizational Structure

Research Summary

Institutions and Markets

Alexander Dyck's academic articles, case studies and course development show how incentive policies, ownership structures, regulatory agencies and corporate governance institutions determine whether hopes for value creation through private sector expansion will be met.... View Details

March 2008
Background Note

Marketing Input and Innovation Strategy

By: Elie Ofek

This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details

Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition

May 1997
Teaching Note

Product Development Foundations, Instructor's Note

By: Marco Iansiti

As emphasized in the course overview, excellence in product development is built on three foundations: the activities aimed at generating, retaining, and integrating knowledge. They form the critical building blocks for the conceptualization and implementation of any... View Details

Keywords: Knowledge Management; Product Launch; Infrastructure; Product Development