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Show Results For
-
All HBS Web
(18,118)
- People (25)
- News (3,322)
- Research (12,382)
- Events (95)
- Multimedia (274)
- Faculty Publications (10,284)
- September 2008 (Revised October 2009)
- Background Note
The Carbon Market
By: Andre F. Perold, Forest L. Reinhardt and Mikell Hyman
The carbon market has emerged in response to concerns about global climate change. This note characterizes the market in 2008, describing each segment and how it operates.
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Perold, Andre F., Forest L. Reinhardt, and Mikell Hyman. "The Carbon Market." Harvard Business School Background Note 209-064, September 2008. (Revised October 2009.)
- 12 Mar 2008
- Working Paper Summaries
Allocating Marketing Resources
Keywords:
by Sunil Gupta & Thomas J. Steenburgh
- 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.)
- 2020
- Working Paper
Capital Regulation and Product Market Outcomes
By: Ishita Sen and David Humphry
We present evidence of product market adjustments and asset reorganizations from the largest ever shift in risk regulation in a developed insurance market. Using proprietary data on insurance risk exposures from the Bank of England, we develop a measure of regulatory...
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Keywords:
Non-traditional-non-insurance;
Risk Regulation;
Product Market Concentration;
Small Vs. Large Insurers;
Insurance Risk Exposure;
Insurance;
Risk and Uncertainty;
Governing Rules, Regulations, and Reforms
Sen, Ishita, and David Humphry. "Capital Regulation and Product Market Outcomes." Working Paper, January 2020.
- 2008
- Working Paper
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these...
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Keywords:
Investment Return;
Resource Allocation;
Marketing;
Demand and Consumers;
Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
- October 1997 (Revised November 2000)
- Background Note
Note on Marketing Strategy
By: Robert J. Dolan
Describes the major elements of marketing strategy: the decisions to be made and the underlying analysis to support that decision making.
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Keywords:
Marketing Strategy
Dolan, Robert J. "Note on Marketing Strategy." Harvard Business School Background Note 598-061, October 1997. (Revised November 2000.)
- 2019
- Chapter
Product Market Strategy
By: Anoop Menon and Dennis Yao
Product market strategy is the collection of choices, actions and activities of a firm that determines how it positions itself in its product markets, and allows it to achieve and maintain a COMPETITIVE ADVANTAGE. This article examines product market strategy from the...
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Menon, Anoop, and Dennis Yao. "Product Market Strategy." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2017. Electronic. (Pre-published, October 2013.)
- Web
New Markets
In today's business environment, every organization faces pressure to deliver sustained growth and profitability. Yet technological advances shorten product life cycles, business models change, and unanticipated competition surfaces from outside the sector. Drive...
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- 2022
- Working Paper
Markups to Financial Intermediation in Foreign Exchange Markets
By: Jonathan Wallen
On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an...
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Keywords:
Foreign Exchange;
Financial Intermediation;
Arbitrage;
Market Power;
Regulations;
Currency;
Assets;
Interest Rates;
Banking Industry
Wallen, Jonathan. "Markups to Financial Intermediation in Foreign Exchange Markets." Working Paper, March 2022.
- December 2009
- Teaching Note
TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)
By: V. Kasturi Rangan and Sunru Yong
Teaching Note for 4065.
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- 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...
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- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
Keywords:
Investment Return;
Resource Allocation;
Marketing;
Demand and Consumers;
Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
- Article
Milestones in Marketing
By: John A. Quelch and Katherine Jocz
Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management...
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Quelch, John A., and Katherine Jocz. "Milestones in Marketing." Business History Review 82, no. 4 (Winter 2008): 827–838.
- September 2014
- Module Note
The Development of the Markets for Natural, Organic, and Health Foods in the U.S.
By: Mukti Khaire and Eleanor Kenyon
Discourses on the links between eating, health, and social standing in America have deep roots. As mechanisms of food production, distribution and storage were developed in the nineteenth century, Americans began receiving information about what to and not-to eat, from...
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Khaire, Mukti, and Eleanor Kenyon. "The Development of the Markets for Natural, Organic, and Health Foods in the U.S." Harvard Business School Module Note 815-054, September 2014.
- 2020
- Working Paper
Sex Selection and the Indian Marriage Market
I consider the widespread phenomenon of sex ratios skewed by parental preference. Edlund (1999) proposes that if parents prefer sons and permit only women to marry up in social class, sexes will segregate by wealth in equilibrium. Using data on 30,000 Indian children,...
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Keywords:
Sex Selection;
Marriage Market;
Bargaining Power;
Gender;
Information Technology;
Household;
Outcome or Result;
India
Hussam, Reshmaan N. "Sex Selection and the Indian Marriage Market." Harvard Business School Working Paper, No. 18-029, September 2017. (Revised October 2020.)
- December 2000
- Background Note
Online Market Makers
By: Thomas R. Eisenmann and Chris Hackett
Describes the business model for online market makers, firms that use the Internet to organize a marketplace, providing participants with a virtual "place" to trade, rules to govern their exchanges, and infrastructure to support trading. First it proposes a definition...
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Eisenmann, Thomas R., and Chris Hackett. "Online Market Makers." Harvard Business School Background Note 801-308, December 2000.
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the...
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Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia. Review of Marketing Research. Emerald Publishing Limited, forthcoming.
- June 1984 (Revised April 1992)
- Background Note
The Marketing Mix
Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach.
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Keywords:
Marketing
Shapiro, Benson P. "The Marketing Mix." Harvard Business School Background Note 584-125, June 1984. (Revised April 1992.)
- July 2010 (Revised January 2017)
- Background Note
Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)
By: Thomas Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset...
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Keywords:
Customer Lifetime Value;
Return On Investment;
Customer Acquisition;
Customer Retention;
Customer Churn;
"Marketing Analytics";
Marketing;
Customer Relationship Management;
Customer Focus and Relationships;
Customer Value and Value Chain;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Measurement and Metrics;
Strategic Planning;
Value
Steenburgh, Thomas, and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)." Harvard Business School Background Note 525-017, July 2010. (Revised January 2017.)
- June 1984 (Revised July 1985)
- Background Note
The Marketing Process
Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing.
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Keywords:
Marketing
Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)