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  • All HBS Web  (20,453)
    • People  (30)
    • News  (3,642)
    • Research  (14,137)
    • Events  (128)
    • Multimedia  (258)
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  • Research Summary

Marketing and Advertising and Society

By: Stephen A. Greyser
Stephen A. Greyser is continuing to write on and conduct research into the role of marketing and advertising in society. He analyzed in 'Marketing and Public Policy' the evolution of legal and consumer-based issues over recent decades and, for a Stanford University... View Details
  • March 2017 (Revised April 2021)
  • Module Note

Responsibilities to Society

By: Nien-hê Hsieh
This module note for students outlines an approach to help managers deliver on their responsibilities in relation to society. The approach frames these responsibilities in terms of potential harms to third parties beyond investors, customers, and employees. The... View Details
Keywords: Corporate Political Activity; Corporate Social Responsibility; Human Rights; Role Of Business In Society; Corporate Social Responsibility and Impact; Ethics; Business and Community Relations; Rights; Society
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Hsieh, Nien-hê. "Responsibilities to Society." Harvard Business School Module Note 317-065, March 2017. (Revised April 2021.)

    Business and Society

    encouraged us to think about the role and responsibility that business leaders have in shaping society and civilization for the better. Business has a wider responsibility than... View Details
    • 2014
    • Other Teaching and Training Material

    Marketing Reading: Segmentation and Targeting

    By: Sunil Gupta
    This Reading introduces two of the integral parts of any marketing strategy: segmentation and targeting. It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then... View Details
    Keywords: Behavioral Segmentation; Conjoint Analysis; Demographic Segmentation; Geographic Segmentation; Market Opportunities; Market Segmentation; Marketing; Marketing Strategy; Psychographic Segmentation; Unethical Marketing Practices; United States
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    Gupta, Sunil. "Marketing Reading: Segmentation and Targeting." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8219, 2014.
    • 2018
    • Book

    The Academy of Fisticuffs: Political Economy and Commercial Society in Enlightenment Italy

    By: Sophus A. Reinert
    The terms “capitalism” and “socialism” continue to haunt our political and economic imaginations, but we rarely consider their interconnected early history. Even the 18th century had its “socialists,” but unlike those of the 19th, they paradoxically sought to make the... View Details
    Keywords: Enlightenment; Political Economy; Italy; Commercial Society; Economic Systems; Trade; History; Markets; Society; Italy
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    Reinert, Sophus A. The Academy of Fisticuffs: Political Economy and Commercial Society in Enlightenment Italy. Cambridge, MA: Harvard University Press, 2018.
    • March 2015
    • Module Note

    Power and Influence in Society

    By: Julie Battilana
    This module aims to help students understand how power and influence are employed, both to reproduce the status quo and to effect change in society. It first helps them to understand why, more often than not, power is used to reproduce the existing way individuals and... View Details
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    Battilana, Julie. "Power and Influence in Society." Harvard Business School Module Note 415-055, March 2015.

      The Internet’s Effects on Consumption: Useful, Harmful, Playful

      A unifying framework is presented for thinking about the diverse digital trnsformations of the past decade: their utilities, their harms, and their ability to reward play. Individual creativity has been liberated from corporate gatekeepers, and platforms have... View Details
      • January 2017 (Revised February 2022)
      • Background Note

      Assessing and Enhancing Market Attractiveness

      By: Eric Van den Steen
      This note gives students a systematic and comprehensive framework for analyzing and influencing market attractiveness. It pays explicit attention to value creation, complements, and the dynamics of market attractiveness. It also includes careful sub-frameworks for... View Details
      Keywords: Market Attractiveness; Markets; Industry Structures; Strategy
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      Van den Steen, Eric. "Assessing and Enhancing Market Attractiveness." Harvard Business School Background Note 717-466, January 2017. (Revised February 2022.)
      • July 2018
      • Article

      Marketplaces, Markets, and Market Design

      By: Alvin E. Roth
      Marketplaces are often small parts of large markets, and both markets and marketplaces come in many varieties. Market design seeks to understand what marketplaces must accomplish to enable different kinds of markets. Marketplaces can have varying degrees of success,... View Details
      Keywords: Labor Market; Pricing; Market Design; Markets; Economics
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      Roth, Alvin E. "Marketplaces, Markets, and Market Design." American Economic Review 108, no. 7 (July 2018): 1609–1658.
      • December 2013
      • Course Overview Note

      Digital Marketing Strategy

      By: Thales Teixeira
      Digital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers. View Details
      Keywords: Digital Marketing; Brands And Branding; Marketing
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      Teixeira, Thales. "Digital Marketing Strategy." Harvard Business School Course Overview Note 514-087, December 2013.
      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Digital Marketing

      By: Sunil Gupta and Joseph Davin
      Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
      Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
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      Gupta, Sunil, and Joseph Davin. "Marketing Reading: Digital Marketing." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8224, 2015.
      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Marketing Intelligence

      By: Robert J. Dolan and Leslie K. John
      This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges... View Details
      Keywords: Marketing Research; Marketing; Research
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      Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.
      • 24 Apr 2014
      • News

      Studying how society shapes market practices, government policies

      Harvard Business School Professor Matt Weinzierl talks about his research into the ways market practices and government policies are shaped by society. (Published April 2014) View Details
      • TeachingInterests

      Globalization and Emerging Markets

      Globalization and Emerging Markets is designed for students who will be investing, managing a business or nonprofit, or working for a government in an emerging market. The unit of analysis of the course ranges from countries to multinational and domestic companies... View Details

      • Clubs

      German-Speaking Society

      • Clubs

      Salsa Society

      • July 2016 (Revised October 2016)
      • Case

      Entrepreneurial Sales and Marketing Vignettes

      By: Mark Roberge and Frank Cespedes
      Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Early stage founders, sales leaders, and marketing executives often face one, and... View Details
      Keywords: Entrepreneurial Marketing; Entrepreneurial Sales; Business Startups; Talent; Talent Management; Growth Management; Marketing Communications; Social Marketing; Salesforce Management; Pricing; Sales; Marketing
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      Roberge, Mark, and Frank Cespedes. "Entrepreneurial Sales and Marketing Vignettes." Harvard Business School Case 817-010, July 2016. (Revised October 2016.)
      • 2022
      • Chapter

      Coordinating Marketing and Sales in B2B Organizations

      By: Frank V. Cespedes
      This Handbook is targeted at academics and graduate students who want an overview of the academic state of the business-to-business marketing domain and at B2B practitioners who want to be aware of the current state of knowledge in their domains. This chapter examines... View Details
      Keywords: B2B Marketing; Marketing
      Citation
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      Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." Chap. 7 in Handbook of Business-to-Business Marketing. 2nd ed. Edited by Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts, 117–137. Edward Elgar Publishing, 2022.
      • Research Summary

      Markets and Market Design

      The topic on which I currently spend the most of my research energy is the study of strategic interaction and reputation systems on eBay and similar markets from an applied, market design perspective. The rise of the Internet allowed a whole new generation of markets... View Details
      • Forthcoming
      • Article

      The Stock Market and Bank Risk-Taking

      By: David S. Scharfstein and Antonio Falato
      We argue that stock market pressure to generate earnings encourages banks to increase risk. We measure risk using confidential supervisory ratings as well as financial information released in regulatory filings. We document that there is an increase in the risk-taking... View Details
      Keywords: Stock Market; Financial Markets; Business Earnings; Banks and Banking; Risk and Uncertainty
      Citation
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      Scharfstein, David S., and Antonio Falato. "The Stock Market and Bank Risk-Taking." Journal of Finance (forthcoming).
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