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Show Results For
-
All HBS Web
(18,120)
- People (25)
- News (3,322)
- Research (12,382)
- Events (95)
- Multimedia (274)
- Faculty Publications (10,284)
Marketing Management
A collection of marketing cases from Harvard Business School, including Coca-Cola, Tweeter, DHL Worldwide Express, Charles Schwab, Heineken, UNICEF, Steinway & Sons, and Harrah's Entertainment.
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- October 1995
- Article
New Trading Practices and Short-Run Market Efficiency
By: Kenneth A. Froot and André Perold
Keywords:
Institutional Investing;
Market Efficiency;
Behavioral Finance;
Equities;
Stock Market;
Indexing;
Financial Markets;
Asset Pricing
Froot, Kenneth A., and André Perold. "New Trading Practices and Short-Run Market Efficiency." Journal of Futures Markets 15, no. 7 (October 1995): 731–766. (Revised from NBER Working Paper No. 3498, October 1990.)
- November 2014
- Case
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
By: Lena G. Goldberg, Marcel Saucet and Christine Snively
Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping...
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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.
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Dolan, Robert J. "Market Research." Harvard Business School Background Note 592-034, October 1991.
- March 8, 2008
- Comment
Marketing Your Way Through a Recession
By: John A. Quelch
The signs of an imminent recession are all around us. The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy.
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Keywords:
Marketing;
Recession;
Products And Sales;
Core Values;
Fluctuation;
Volatility;
Economic Growth;
Economic Slowdown and Stagnation;
Growth and Development;
Marketing Strategy;
Product Marketing;
Risk and Uncertainty;
Salesforce Management;
Asia;
Europe;
Latin America;
North and Central America
Quelch, John A. "Marketing Your Way Through a Recession." Harvard Business School Working Knowledge (March 8, 2008).
- April 2000
- Background Note
Market Failures
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.
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Keywords:
Competitive Strategy;
Competition;
Corporate Strategy;
Cost;
Market Transactions;
Industry Clusters;
Failure;
Internet
Anand, Bharat N., Tarun Khanna, and Jan W. Rivkin. "Market Failures." Harvard Business School Background Note 700-127, April 2000.
- Research Summary
Credit markets
Bond market; Bank lending; Credit markets institutions; Credit ratings
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Marketing Metaphoria
Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a groundbreaking book...
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- November 2019
- Teaching Note
Magnus Resch: Transforming the Art Market Through Transparency
By: Henry McGee and Sarah Mehta
Teaching Note for HBS No. 319-002. This teaching note pairs with a case on economist and entrepreneur Magnus Resch, who is on a mission to make the art market more transparent. He has built the Magnus app, which catalogues the price and transaction history of millions...
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- 16 Jul 2014
- HBS Case
Marketing Obamacare
healthcare legislation in the US ensured that it would be complex and tough to sell to the public, Quelch says. But that was just the problem: Congress and the Obama Administration didn't sell it. "Fundamentally, it's a marketing...
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Rule by Market: The Chinese State in Factor Markets
- June 2009 (Revised May 2010)
- Case
BlackRock Money Market Management in September 2008 (A)
By: Kenneth A. Froot and David Lane
This case highlights the issues around money market mutual funds in the financial crisis of 2008.
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Keywords:
BlackRock;
Mutual Funds;
Money Market;
Investment Management;
Bank Runs;
2008 Financial Crisis;
Government Intervention In The Markets;
GRG;
Financial Management;
Investment Funds;
Crisis Management;
Government and Politics;
Financial Crisis;
Financial Services Industry
Froot, Kenneth A., and David Lane. "BlackRock Money Market Management in September 2008 (A)." Harvard Business School Case 209-101, June 2009. (Revised May 2010.)
- winter 2009
- Journal Article
Interactivity's Unanticipated Consequences for Markets and Marketing
By: John A. Deighton and Leora Kornfeld
The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more...
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Keywords:
Communication Intention and Meaning;
Interactive Communication;
Marketing Communications;
Consumer Behavior;
Social and Collaborative Networks;
Online Technology
Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
- 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...
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Drumwright, Minette E., and Thomas J. Kosnik. "Marketing Strategy Formulation." Harvard Business School Background Note 590-001, July 1989. (Revised November 1992.)
- 2023
- Working Paper
The Value of Professional Ties in B2B Markets
By: Navid Mojir and Sriya Anbil
We study how a particular form of social ties (i.e., professional ties proxied by past employment) affects price and profitability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diffusion in business-to-consumer...
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Keywords:
Professional Ties;
Social Ties;
Business-to-business Marketing;
B2B Marketing;
Repo;
Individual Connections;
B2B Pricing;
Pricing;
Decision-making In Financial Markets;
Marketing;
Relationships;
Price;
Financial Markets;
Decision Making
Mojir, Navid, and Sriya Anbil. "The Value of Professional Ties in B2B Markets." Harvard Business School Working Paper, No. 22-037, November 2021. (Revised September 2023.)
- September 2016 (Revised November 2017)
- Case
Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'
By: Robert J. Dolan
“A Warby Parker of mattresses? Somebody is going to do it. Why not us?”
This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator...
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Keywords:
Mattress;
Sleep;
Marketing;
Business Model;
Marketing Channels;
Adoption;
Sales;
Consumer Products Industry
Dolan, Robert J. "Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'." Harvard Business School Case 517-042, September 2016. (Revised November 2017.)
- 2022
- Working Paper
Heterogeneous Investors and Stock Market Fluctuations
By: Odhrain McCarthy and Sebastian Hillenbrand
We introduce a heterogeneous agent model which features extrapolative beliefs and time-varying risk aversion. The model leads to an empirical framework which we estimate with stock prices, survey data and risk aversion measures. We find that extrapolative beliefs and...
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McCarthy, Odhrain, and Sebastian Hillenbrand. "Heterogeneous Investors and Stock Market Fluctuations." Working Paper, January 2022.
- 2014
- Other Teaching and Training Material
Marketing Reading: Global Marketing
By: Rohit Deshpandé
Deshpandé, Rohit. "Marketing Reading: Global Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8182, 2014.