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Show Results For
- All HBS Web
(3,021)
- People (7)
- News (887)
- Research (1,648)
- Events (10)
- Multimedia (16)
- Faculty Publications (820)
- 19 Aug 2010
- News
Marketing Analysis Tools for Managers
- Article
Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details
Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media
John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
- 27 Oct 2002
- Research & Ideas
Want a Happy Customer? Coordinate Sales and Marketing
marketing to gather, catalogue, analyze, and share such information as current sales rates, customer response to new initiatives, competitive activity, and marketing View Details
Keywords: by Benson Shapiro
- Web
Students on the Job Market - Doctoral
asymmetry manifests in analysts’ forecasts, stock returns on earnings announcement days, and even in the tone that analysts adopt in earnings conference calls. I argue these patterns have a common origin in frictions in the communication... View Details
- 01 Sep 2008
- News
Is Market Capitalism Headed for Trouble?
In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on “The Future of Market Capitalism.” The Bulletin spoke with Bower shortly after the event. BOWER: On the... View Details
- 13 Nov 2019
- Research & Ideas
Don't Turn Your Marketing Function Over to AI Just Yet
Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions,... View Details
Keywords: by Kristen Senz
- 01 Aug 2008
- Research & Ideas
Does Market Capitalism Have a Future?
In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on "The Future of Market Capitalism." The HBS Alumni Bulletin spoke with Bower shortly after the... View Details
Keywords: by Garry Emmons
- Web
Published Materials - Creating Emerging Markets
Education in Emerging Markets Since the 1960s By: Valeria Giacomin, Geoffrey Jones and Erica Salvaj 10 JUN 2021 Article Business History Review The Cost and Evolution of Quality at Cipla Ltd, 1935–2016 By: Muhammad H. Zaman and Tarun... View Details
- May 2008
- Case
Sensors Unlimited: Bringing InGaAs Technology to the Market
By: Willy C. Shih
Sensors Unlimited was a small start-up in short-wavelength infrared imaging. Its learning base came out of Bell Labs, RCA's Sarnoff Lab, and the Rockwell Science Center, and as it built its capabilities and ventured into new application areas, it discovered a “killer... View Details
Keywords: Applied Optics; Mergers and Acquisitions; Business Startups; Growth and Development Strategy; Science-Based Business; Commercialization; Aerospace Industry; Technology Industry
Shih, Willy C. "Sensors Unlimited: Bringing InGaAs Technology to the Market." Harvard Business School Case 608-138, May 2008.
- May 2009 (Revised December 2009)
- Case
Reliance Baking Soda: Optimizing Promotional Spending
By: John A. Quelch and Heather Beckham
Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details
Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry
Quelch, John A., and Heather Beckham. "Reliance Baking Soda: Optimizing Promotional Spending." Harvard Business School Brief Case 094-127, May 2009. (Revised December 2009.)
- 30 May 2000
- Research & Ideas
Market Makers Bid for Success
In late February, Harvard Business School professor Bill Sahlman spoke with two former MBA students, Scott Randall ('87) and Glen Meakem ('91), to discuss their perspectives on organizing markets in a new and evolving economy and what... View Details
- 12 Jul 2018
- News
In the Market for Environmental Change
responsible investing or social responsibility in all corporate affairs. That now lives under the rubric ESG-- Environment, Society, and Governance. “What we've seen in the financial community is, on the investment side, a growing... View Details
- May 1980 (Revised September 1985)
- Case
AT&T Long Lines: Marketing Telemarketing (A)
Shapiro, Benson P. "AT&T Long Lines: Marketing Telemarketing (A)." Harvard Business School Case 580-145, May 1980. (Revised September 1985.)
- November 2016 (Revised December 2016)
- Module Note
Strategy Execution Module 8: Linking Performance to Markets
By: Robert Simons
This module reading shows how to link profit plans and other performance measurement systems to both internal and external markets. Starting with the transfer of goods and services within a firm, the module discusses the different methods of designing transfer pricing... View Details
Keywords: Management Control Systems; Implementing Strategy; Execution; Transfer Pricing; Activity Based Costing; Return On Investment; Residual Income; EVA; Strategy; Cost Accounting; Activity Based Costing and Management; Markets; Investment Return
Simons, Robert. "Strategy Execution Module 8: Linking Performance to Markets." Harvard Business School Module Note 117-108, November 2016. (Revised December 2016.)
- 08 Aug 2022
- HBS Case
Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS
communicate directly with fans. The band members often visited Weverse to reply to ARMY members’ posts and sometimes posted their own messages. From a business perspective, BTS’ strength lay in its ability to identify and nurture its... View Details
- 03 Dec 2018
- Research & Ideas
How Companies Can Increase Market Rewards for Sustainability Efforts
that believe their sustainability efforts are not being fully rewarded by the market. In particular, the research shows companies with overall good performance in their Environmental, Social, and Governance (ESG) programs can increase their View Details
Keywords: by Rachel Layne
Why You Aren’t Getting More from Your Marketing AI - HBR
Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the... View Details
- 2010
- Working Paper
Does Product Market Competition Lead Firms To Decentralize?
By: Nicholas Bloom, Raffaella Sadun and John Van Reenen
There is a widespread sense that over the last two decades firms have been decentralizing decisions to employees further down the managerial hierarchy. Economists have developed a range of theories to account for delegation, but there is less empirical evidence,... View Details
Keywords: Decision Making; Employees; Managerial Roles; Organizational Structure; Competitive Strategy; Asia; Europe; North America
Bloom, Nicholas, Raffaella Sadun, and John Van Reenen. "Does Product Market Competition Lead Firms To Decentralize?" Harvard Business School Working Paper, No. 10-052, January 2010. (forthcoming in: American Economic Review: Papers and Proceedings.)
- Fast Answer
Music & Activism: Market Research Resources
Where can I find information to help me with my course work? Where can I find market research reports on target demographic groups? Mintel Reports on consumer attitudes toward industries by generation.
Passport Global... View Details
Passport Global... View Details
- 10 Oct 2022
- News