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18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

increased by 200 percent in the past eight years, rising from 3.5 percent of marketing budgets in 2009 to 10.5 percent in February 2017, according to The CMO Survey 2017. And that upward climb is expected to continue: View Details

Keywords: by Dina Gerdeman; Advertising; Technology

August 2012 (Revised March 2014)
Technical Note

4M: Four-Markets Analysis for Emerging Economies

By: Eric Werker

This technical note describes a methodology for evaluating the political economy of business-government relations in an emerging or frontier economy. The note argues that there are not one but four markets in an emerging economy: the market of "rentiers" such as mining... View Details

Keywords: Frontier Markets; Emerging Markets

September–October 2017
Article

The Surprising Power of Online Experiments: Getting the Most Out of A/B and Other Controlled Tests

By: Ron Kohavi and Stefan Thomke

In the fast-moving digital world, even experts have a hard time assessing new ideas. Case in point: At Bing, a small headline change an employee proposed was deemed a low priority and shelved for months until one engineer decided to do a quick online controlled... View Details

Keywords: Experiments; A/B Testing; Research; Consumer Behavior

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04 May 2009
Working Paper Summaries

An Ounce of Prevention: The Power of Public Risk Management in Stabilizing the Financial System

Keywords: by David A. Moss; Banking; Financial Services

September 2010
Teaching Note

"Plugging In" the Consumer: The Adoption of Electrically Powered Vehicles in the U.S. (TN)

By: Elie Ofek and Natalie Kindred

Teaching Note for 510076. View Details

Keywords: Customers; Adoption; Non-Renewable Energy; Fluctuation; Price; Innovation and Invention; Marketing; Motivation and Incentives; United States

04 Apr 2000
Research & Ideas

The Right Way to Restructure Conglomerates in Emerging Markets

way that companies in advanced economies did in the 1980s. Although well intended, this advice is flawed. Behind the recommendation that business groups should be broken up to create more focused and efficient companies lies the notion that well-functioning View Details

Keywords: by Tarun Khanna & Krishna Palepu

April 3, 2016
Guest Column

The Power of C.E.O. Activism: How Politically Outspoken Executives Sway Public (and Consumer) Opinion

By: Aaron K. Chatterji and Michael W. Toffel

Some CEOs are making news by taking public stances on controversial social issues largely unrelated to their core business. This article summarizes the insights from our research paper that shows that such "CEO activism" can influence public opinion and consumer... View Details

May–June 2011
Article

The Uninvited Brand

By: Susan Fournier and Jill Avery

Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details

Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Consumer Products Industry

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2017
Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details

Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research

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October 2015 (Revised January 2017)
Case

UPower Technologies Inc.

By: Joseph B. Lassiter III, William A. Sahlman and Liz Kind

The UPower founders, Jake DeWitte and Caroline Cochran, were recent graduates from MIT's Nuclear Science and Engineering Department. They chose to attend Palo Alto–based Y Combinator's accelerator program to focus on building a "mini" nuclear reactor that would produce... View Details

Keywords: Nuclear; Nuclear Energy; Nuclear Power; Energy Markets; New Nuclear; Entrepreneurial Finance; Entrepreneurial Marketing; Business ＆ Government Relations; Off-grid; Energy; Renewable Energy; Energy Generation; Energy Sources; Entrepreneurship; Marketing; Business and Government Relations; Energy Industry; Utilities Industry; United States

September 2017 (Revised June 2021)
Supplement

Tempur Sealy International (C)

By: Benjamin C. Esty and Lauren G. Pickle

Analyzes the commercial relationship between Tempur Sealy and Mattress Firm following the events discussed in the (B) case. View Details

September 2017 (Revised June 2021)
Supplement

Tempur Sealy International (B)

By: Benjamin C. Esty and Lauren G. Pickle

Analyzes the commercial relationship between Tempur Sealy and Mattress Firm following the events discussed in the (A) case. View Details

1989
Chapter

Model of Franchiser Market Penetration in an Area of Dominant Influence

By: V. K. Rangan and Patrick J Kaufmann

Keywords: Franchise Ownership; Market Participation; Power and Influence

February 2012
Article

A 'Core Periphery' Framework to Navigate Emerging Market Governments—Qualitative Evidence from a Biotechnology Multinational

By: Prithwiraj Choudhury, James Geraghty and Tarun Khanna

We build on the emerging literature of influence-based models to study how multinational firms can navigate host governments. Our "core-periphery" framework posits that the actions that an MNC takes with actors in what we call the "periphery"—comprised of state,... View Details

Keywords: Emerging Markets; Multinational Firms and Management; Business and Government Relations; Power and Influence; Framework; Biotechnology Industry; Massachusetts; Brazil; China; Costa Rica; France; India

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1993
Working Paper

Currency Hedging Over Long Horizons

By: K. A. Froot

This paper reexamines the widely-held wisdom that the currency exposure of international investments should be entirely hedged. It finds that the previously documented ability of hedges to reduce portfolio return variance holds at short horizons, but not at long... View Details

Keywords: Currency; Hedging; Transaction Costs; Exchange Rates; International Markets; Real Exchange Rate; Purchasing Power Parity; International Finance; Currency Exchange Rate; Asset Pricing; Investment; Globalized Markets and Industries

25 Apr 2014
Research & Ideas

To Pay or Not to Pay: Argentina and the International Debt Market

fight for the long haul. The legal battle will culminate in the United States Supreme Court, with a ruling expected in June. Not Setting Precedent While most observers remain focused on the outcome of the Argentina case, the bigger question is what impact the case will... View Details

Keywords: by Laura Alfaro

January 2022
Background Note

Common Prosperity? China Shifts Left

By: William C. Kirby and Noah B. Truwit

Since the founding of the People’s Republic of China in 1949, the ruling Chinese Communist Party (CCP) has been mistrustful of entrepreneurs and the private sector that operates outside the government’s authority. In its first decades under Mao Zedong, the CCP... View Details

Keywords: Market Reform; Gdp; Government Administration; Government and Politics; Private Sector; Governing Rules, Regulations, and Reforms; Economy; Globalized Economies and Regions; Entrepreneurship; Business and Government Relations; Globalized Markets and Industries; Social Issues; Society; Economic Growth; China

05 Jul 2006
Working Paper Summaries

Deep Links: Business School Students’ Perceptions of the Role of Law and Ethics in Business

Keywords: by Constance E. Bagley, Gavin Clarkson & Rachel Power; Legal Services

April 2020 (Revised April 2023)
Case

TransDigm in 2017: The Beginning of the End or the End of the Beginning?

By: Benjamin C. Esty and Daniel Fisher

TransDigm was a highly acquisitive company that manufactured a wide range of highly engineered aerospace parts for both military and commercial customers. Over the ten years ending in 2016, its stock price had increased ten times, and both EBITDA and revenues had grown... View Details

March 2019 (Revised July 2020)
Case

MoviePass: The 'Get Big Fast' Strategy

By: Benjamin C. Esty and Daniel W. Fisher

In August 2017, MoviePass dramatically lowered its subscription price from $50 per month to just $10 for up to one movie per day. The idea was to rapidly scale the business to the point where they could generate incremental revenue streams from related businesses... View Details

Keywords: Market Entry; Growth Strategy; Profit Vs. Growth; Subscription Business; Cash Burn; Data Analytics; Get-big-fast; Buyer Power; Strategy Implementation; Movie Industry; Racing; Entrepreneurship; Market Entry and Exit; Growth and Development Strategy; Business Strategy; Value Creation; Disruption; Motion Pictures and Video Industry; United States

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