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- Faculty Publications (102)
Show Results For
- All HBS Web
(791)
- News (132)
- Research (519)
- Events (3)
- Multimedia (1)
- Faculty Publications (102)
- Research Summary
Overview
By: Rohit Deshpande
Customer Centricity
Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high... View Details
V. Kasturi Rangan
Kash Rangan is the Malcolm P. McNair Professor of Marketing at the Harvard Business School. Formerly the chairman of the Marketing Department (1998-2002), he is now the co-chairman of the school's Social Enterprise Initiative. He has taught in a wide variety of MBA... View Details
- 21 Jul 2008
- Research & Ideas
Solving the Marketing Resources Allocation Puzzle
several levels—across countries, across products, across marketing mix elements, across different vehicles within a marketing mix element (e.g., TV versus Internet for advertising). Each decision requires some specific considerations."... View Details
Keywords: by Sean Silverthorne
- 31 May 2023
- Research & Ideas
With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines
used that information to predict how often and when a customer may request a car as part of their routine. The model could drill into specific kinds of routines, too: The model identifies seven clusters of... View Details
- 06 Mar 2017
- Research & Ideas
Why Comparing Apples to Apples Online Leads To More Fruitful Sales
they are surprised by the effects of these decision settings. I think it is useful for online retailers to know that there can be benefits to showing same-category options on a specific product page.” Related Reading: Neuroeconomics:... View Details
- July 2020
- Case
Amanda and Kristen: Mented Cosmetics
By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details
Keywords: Brands and Branding; Competition; Customers; Disruption; Disruptive Innovation; Distribution Channels; Entrepreneurship; Finance; Macroeconomics; Marketing; Marketing Channels; Marketing Communications; Marketing Strategy; Mission and Purpose; Organizational Culture; Product Design; Product Development; Product Positioning; Sales; Social Issues; Social Marketing; Business Startups; Strategic Planning; Strategy; Supply Chain Management; Venture Capital; Beauty and Cosmetics Industry; Advertising Industry; Public Relations Industry; Chemical Industry; Manufacturing Industry; Retail Industry; North and Central America; United States; New York (city, NY); New York (state, US)
Rogers, Steven, Jeffrey J. Bussgang, and Alterrell Mills. "Amanda and Kristen: Mented Cosmetics." Harvard Business School Case 321-002, July 2020.
- 12 Jun 2006
- Research & Ideas
The Promise of Channel Stewardship
end users would agree: Their distribution channels are outdated and unwieldy, serving neither customers nor channel partners as well as they should. In a few cases, distribution channels are streamlined and satisfying for all... View Details
- 15 Apr 2013
- Research & Ideas
Solving the Search vs. Display Advertising Quandary
The dirty little secret of advertising agencies is that much of their work is pure guesswork. Companies spread out their advertising budgets across channels—a little bit of TV, some print media, a few billboards—and wait for customers to... View Details
- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
established, prestigious retailers. Breaking Into Department Stores How was this young, little-known company, without a large advertising budget, to break into specific prestigious stores and thereby use their appeal to help build its... View Details
- 10 Oct 2011
- Research & Ideas
Retailing Revolution: Category Killers on the Brink
categories) becomes unproductive due to customers migrating to e-tailers. As entire sections of these stores die from online competition, category killers are being pressed to come up with solutions to keep their overall model afloat. The... View Details
- September–October 2018
- Article
Online MAP Enforcement: Evidence from a Quasi-Experiment
By: Ayelet Israeli
This paper investigates a manufacturer’s ability to influence compliance rates among its authorized online retailers by exploiting changes in the Minimum Advertised Price (MAP) policy and in dealer agreements. MAP is a pricing policy widely used by manufacturers to... View Details
Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Retail; Price; Policy; Governance Compliance; Distribution Channels; Management; Retail Industry
Israeli, Ayelet. "Online MAP Enforcement: Evidence from a Quasi-Experiment." Marketing Science 37, no. 5 (September–October 2018): 710–732.
- October 2017 (Revised April 2018)
- Case
Improving Worker Safety in the Era of Machine Learning (A)
By: Michael W. Toffel, Dan Levy, Jose Ramon Morales Arilla and Matthew S. Johnson
Managers make predictions all the time: How fast will my markets grow? How much inventory do I need? How intensively should I monitor my suppliers? Which potential customers will be most responsive to a particular marketing campaign? Which job candidates should I... View Details
Keywords: Machine Learning; Policy Implementation; Empirical Research; Inspection; Occupational Safety; Occupational Health; Regulation; Analysis; Forecasting and Prediction; Policy; Operations; Supply Chain Management; Safety; Manufacturing Industry; Construction Industry; United States
Toffel, Michael W., Dan Levy, Jose Ramon Morales Arilla, and Matthew S. Johnson. "Improving Worker Safety in the Era of Machine Learning (A)." Harvard Business School Case 618-019, October 2017. (Revised April 2018.)
- Winter 2015
- Article
When One Size Doesn't Fit All: Evolving Directions in the Research and Practice of Enterprise Risk Management
By: Anette Mikes and Robert S. Kaplan
Enterprise risk management (ERM) has become a crucial component of contemporary corporate governance reforms, with an abundance of principles, guidelines, and standards. This paper portrays ERM as an evolving discipline and presents empirical findings on its current... View Details
Mikes, Anette, and Robert S. Kaplan. "When One Size Doesn't Fit All: Evolving Directions in the Research and Practice of Enterprise Risk Management." Journal of Applied Corporate Finance 27, no. 1 (Winter 2015): 37–40.
- 2016
- Chapter
Networks and the Macroeconomy: An Empirical Exploration
By: Daron Acemoglu, Ufuk Akcigit and William R. Kerr
The propagation of macroeconomic shocks through input-output and geographic networks can be a powerful driver of macroeconomic fluctuations. We first exposit that in the presence of Cobb-Douglas production functions and consumer preferences, there is a specific pattern... View Details
Keywords: Economic Fluctuations; Geographic Collocation; Input-output Linkages; Propagation; Shocks; Networks; Fluctuation; System Shocks; Macroeconomics
Acemoglu, Daron, Ufuk Akcigit, and William R. Kerr. "Networks and the Macroeconomy: An Empirical Exploration." In NBER Macroeconomics Annual 2015, Vol. 30, edited by Martin Eichenbaum and Jonathan Parker, 273–335. Chicago, IL: University of Chicago Press, 2016.
- July 2021
- Teaching Note
Digital Transformation 2.0: CEO Elie Girard at Atos
By: Tsedal Neeley
Teaching Note for HBS Case No. 421-024. Elie Girard has taken the helm as CEO of multinational IT giant Atos to lead the company into the next era of digital transformation. Noticing that customers’ digital needs were evolving to become even more specialized and global... View Details
- January 2021
- Case
Digital Transformation 2.0: CEO Elie Girard at Atos
By: Tsedal Neeley and James Barnett
Elie Girard has taken the helm as CEO of Atos—multinational IT giant—to lead the company into the next era of digital transformation. Noticing that customers’ digital needs were evolving to become even more specialized and global in scope, he made a bold first step as... View Details
Neeley, Tsedal, and James Barnett. "Digital Transformation 2.0: CEO Elie Girard at Atos." Harvard Business School Case 421-024, January 2021.
- Program
Leading in the Digital Era
technology has become critical to the success in keeping a company competitive and driving growth. How can you get your organization to embrace technologies and data that hold extraordinary potential for delivering a differentiated View Details
- 2015
- Working Paper
Networks and the Macroeconomy: An Empirical Exploration
By: Daron Acemoglu, Ufuk Akcigit and William Kerr
The propagation of macroeconomic shocks through input-output and geographic networks can be a powerful driver of macroeconomic fluctuations. We first exposit that in the presence of Cobb-Douglas production functions and consumer preferences there is a specific pattern... View Details
Keywords: Economic Fluctuations; Geographic Collocation; Input-output Linkages; Propagation; Shocks; Networks; Fluctuation; System Shocks; Macroeconomics
Acemoglu, Daron, Ufuk Akcigit, and William Kerr. "Networks and the Macroeconomy: An Empirical Exploration." Harvard Business School Working Paper, No. 16-006, July 2015.
- 05 Mar 2019
- First Look
New Research and Ideas, March 5, 2019
the moment of acquisition) that the firm makes about customers' traits that are relevant for the firm (e.g., whether the customer will purchase again, how s/he will respond to specific marketing actions).... View Details
Keywords: Dina Gerdeman
- Research Summary
Consumer's Relationships with Technologies
Susan M. Fournier is involved with two lines of research investigating consumers' relationships with technological products. The first project (with Professor David Mick of the University of Wisconsin) concerns 'everyday technologies' such as... View Details