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Publications

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    • All HBS Web  (3,751)
      • Faculty Publications  (719)

      Marketing EffectivenessRemove Marketing Effectiveness →

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      • November–December 2021
      • Article

      Does Gender Matter? The Effect of Management Responses on Reviewing Behavior

      By: Davide Proserpio, Isamar Troncoso and Francesca Valsesia
      We study the effect of management responses on the reviewing behavior of self-identified female and male reviewers. Using data from Tripadvisor, we show that after hotels begin to respond to reviews, the probability that a negative review comes from a self-identified... View Details
      Keywords: Word Of Mouth; Online Reviews; Management Responses; E-commerce; Gender; Prejudice and Bias; Digital Platforms; Customers
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      Proserpio, Davide, Isamar Troncoso, and Francesca Valsesia. "Does Gender Matter? The Effect of Management Responses on Reviewing Behavior." Marketing Science 40, no. 6 (November–December 2021): 1199–1213.
      • December 2020
      • Article

      Monetary Policy and Global Banking

      By: Falk Bräuning and Victoria Ivashina
      When central banks adjust interest rates, the opportunity cost of lending in local currency changes, but—in absence of frictions—there is no spillover effect to lending in other currencies. However, when equity capital is limited, global banks must benchmark domestic... View Details
      Keywords: Global Banks; Monetary Policy Transmission; Cross-border Lending; Banks and Banking; Financial Markets; Global Range
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      Bräuning, Falk, and Victoria Ivashina. "Monetary Policy and Global Banking." Journal of Finance 75, no. 6 (December 2020): 3055–3095.
      • Article

      The Unprecedented Stock Market Reaction to COVID-19

      By: Scott Baker, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon and Tasaneeya Viratyosin
      No previous infectious disease outbreak, including the Spanish Flu, has impacted the stock market as forcefully as the COVID-19 pandemic. In fact, previous pandemics left only mild traces on the U.S. stock market. We use text-based methods to develop these points with... View Details
      Keywords: COVID-19; Stock Market; Health Pandemics; Governance; Policy; Financial Markets
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      Baker, Scott, Nicholas Bloom, Steven J. Davis, Kyle Kost, Marco Sammon, and Tasaneeya Viratyosin. "The Unprecedented Stock Market Reaction to COVID-19." Review of Asset Pricing Studies 10, no. 4 (December 2020): 742–758.
      • 2020
      • Working Paper

      Dog Eat Dog: Balancing Network Effects and Differentiation in a Digital Platform Merger

      By: Chiara Farronato, Jessica Fong and Andrey Fradkin
      Digital platforms are increasingly the subject of regulatory scrutiny. In comparison to multiple competitors, a single platform may increase consumer welfare if network effects are large or may decrease welfare due to higher prices or reduction in platform variety. We... View Details
      Keywords: Platform Differentiation; Digital Platforms; Network Effects; Measurement and Metrics; Mergers and Acquisitions; Outcome or Result
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      Farronato, Chiara, Jessica Fong, and Andrey Fradkin. "Dog Eat Dog: Balancing Network Effects and Differentiation in a Digital Platform Merger." NBER Working Paper Series, No. 28047, November 2020.
      • November 2020
      • Article

      Tackling Youth Unemployment: Evidence from a Labor Market Experiment in Uganda

      By: Livia Alfonsi, Oriana Bandiera, Vittorio Bassi, Robin Burgess, Imran Rasul, Munshi Sulaiman and Anna Vitali
      We design a labor market experiment to compare demand- and supply-side policies to tackle youth unemployment, a key issue in low-income countries. The experiment tracks 1700 workers and 1500 firms over four years to compare the effect of offering workers either... View Details
      Keywords: Employment; Training; Competency and Skills; Developing Countries and Economies
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      Alfonsi, Livia, Oriana Bandiera, Vittorio Bassi, Robin Burgess, Imran Rasul, Munshi Sulaiman, and Anna Vitali. "Tackling Youth Unemployment: Evidence from a Labor Market Experiment in Uganda." Econometrica 88, no. 6 (November 2020): 2369–2414.
      • November 2020
      • Article

      Taxation in Matching Markets

      By: Arnaud Dupuy, Alfred Galichon, Sonia Jaffe and Scott Duke Kominers
      We analyze the effects of taxation in two-sided matching markets, i.e., markets in which all agents have heterogeneous preferences over potential partners. In matching markets, taxes can generate inefficiency on the allocative margin by changing who is matched to whom,... View Details
      Keywords: Matching Markets; Labor Markets; Taxation; Labor; Markets
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      Dupuy, Arnaud, Alfred Galichon, Sonia Jaffe, and Scott Duke Kominers. "Taxation in Matching Markets." International Economic Review 61, no. 4 (November 2020): 1591–1634.
      • 2020
      • Working Paper

      Targeting for Long-Term Outcomes

      By: Jeremy Yang, Dean Eckles, Paramveer Dhillon and Sinan Aral
      Decision makers often want to target interventions so as to maximize an outcome that is observed only in the long term. This typically requires delaying decisions until the outcome is observed or relying on simple short-term proxies for the long-term outcome. Here we... View Details
      Keywords: Targeted Marketing; Optimization; Churn Management; Marketing; Customer Relationship Management; Policy; Learning; Outcome or Result
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      Yang, Jeremy, Dean Eckles, Paramveer Dhillon, and Sinan Aral. "Targeting for Long-Term Outcomes." Working Paper, October 2020.
      • September 2020
      • Article

      Customer Supercharging in Experience-Centric Channels

      By: David R. Bell, Santiago Gallino and Antonio Moreno
      We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details
      Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry
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      Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
      • 2020
      • Chapter

      Reserve Accumulation, Sovereign Debt, and Exchange Rate Policy

      By: Laura Alfaro and Fabio Kanczuk
      In the past decade, foreign participation in local-currency bond markets in emerging countries increased dramatically. Additionally, emerging countries are increasingly deviating from inflation targeting regimes, managing their exchange rate and engaging in... View Details
      Keywords: Reserves; Exchange Rate; Sovereign Finance; Currency Exchange Rate; Policy
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      Alfaro, Laura, and Fabio Kanczuk. "Reserve Accumulation, Sovereign Debt, and Exchange Rate Policy." In Asset Management at Central Banks and Monetary Authorities: New Practices in Managing International Foreign Exchange Reserves, edited by Jacob Bjorheim. Springer, 2020. (Book link.)
      • 2020
      • Working Paper

      Consumers Punish Firms That Cut Employee Pay in Response to COVID-19

      By: Bhavya Mohan, Serena Hagerty and Michael Norton
      Two experiments, including one incentive compatible study, examine the impact of cutting pay for executives versus employees in response to COVID-19 on consumer behavior. Study 1 explores the effect of announcing cuts or no cuts to CEO and employee pay, and shows that... View Details
      Keywords: Employee Furloughs; CEO Pay Cuts; Pay Ratios; Purchase Intention; Health Pandemics; Employees; Wages; Executive Compensation; Consumer Behavior
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      Mohan, Bhavya, Serena Hagerty, and Michael Norton. "Consumers Punish Firms That Cut Employee Pay in Response to COVID-19." Harvard Business School Working Paper, No. 21-020, August 2020.
      • July 2020
      • Article

      Recovering the Logic of Double Effect for Business: Intentions, Proportionality, and Impermissible Harms

      By: Rosemarie Monge and Nien-hê Hsieh
      Business actors often act in ways that may harm other parties. While the law aims to restrict harmful behavior and to provide remedies, legal systems do not anticipate all contingencies and legal regulations are not always well enforced. This article argues that the... View Details
      Keywords: Double Effect; Intention; Exploitation; Risk; Practical Ethics; Competition; Risk and Uncertainty; Ethics
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      Monge, Rosemarie, and Nien-hê Hsieh. "Recovering the Logic of Double Effect for Business: Intentions, Proportionality, and Impermissible Harms." Business Ethics Quarterly 30, no. 3 (July 2020): 361–387. (doi: 10.1017/beq.2019.39.)
      • 2020
      • Book

      Capitalism at Risk: How Business Can Lead

      By: Joseph L. Bower, Dutch Leonard and Lynn S. Paine
      Who should take the lead in fixing market capitalism? Business—not government alone. The spread of capitalism worldwide has made people wealthier than ever before. But capitalism's future is far from assured. Pandemics, income inequality, resource depletion, mass... View Details
      Keywords: Capitalism; Business And Society; Economic Systems; Economic Growth; Policy; Leading Change; Corporate Social Responsibility and Impact; Business and Community Relations; Corporate Strategy
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      Bower, Joseph L., Dutch Leonard, and Lynn S. Paine. Capitalism at Risk: How Business Can Lead. Updated and expanded ed. Boston: Harvard Business Review Press, 2020.
      • June 2020
      • Case

      Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center

      By: William R. Kerr, Daniel O'Connor and James Palano
      Consumer products companies were beset by changes on all sides during the 2010s. Customers were increasingly turning to ecommerce platforms rather than shopping in-store. Meanwhile, nimble, digitally-savvy competitors were gaining market share by capitalizing on the... View Details
      Keywords: Future Of Work; Retail; Ecommerce; Alibaba; Consumer Products; Innovation; Innovation and Invention; Product Development; Consumer Behavior; E-commerce; Consumer Products Industry; Retail Industry; China
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      Kerr, William R., Daniel O'Connor, and James Palano. "Agile Consumer Product Innovation with Alibaba's Tmall Innovation Center." Harvard Business School Case 820-087, June 2020.
      • 2020
      • Working Paper

      EMEs and COVID-19: Shutting Down in a World of Informal and Tiny Firms

      By: Laura Alfaro, Oscar Becerra and Marcela Eslava
      Emerging economies are characterized by an extremely high prevalence of informality, small-firm employment and jobs not fit for working from home. These features factor into how the COVID-19 crisis has affected the economy. We develop a framework that, based on... View Details
      Keywords: COVID-19; Emerging Economies; Informality; Firm-size Distribution; Health Pandemics; Developing Countries and Economies; Economy; System Shocks; Latin America
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      Alfaro, Laura, Oscar Becerra, and Marcela Eslava. "EMEs and COVID-19: Shutting Down in a World of Informal and Tiny Firms." Harvard Business School Working Paper, No. 20-125, June 2020. (See application of the methodology to Latin American Countries in the IMF Regional Economic Outlook: Western Hemisphere 2020, Chapter 3. https://www.imf.org/en/Publications/REO/WH/Issues/2020/10/13/regional-economic-outlook-western-hemisphere.)
      • June 2020
      • Case

      In-housing Digital Marketing at Sprint Corp.

      By: David E. Bell, Rajiv Lal and Olivia Hull
      In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
      Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
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      Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
      • June 2020
      • Article

      U.S. Monetary Policy and Emerging Market Credit Cycles

      By: Falk Bräuning and Victoria Ivashina
      Foreign banks’ lending to firms in emerging market economies (EMEs) is large and denominated predominantly in U.S. dollars. This creates a direct connection between U.S. monetary policy and EME credit cycles. We estimate that over a typical U.S. monetary easing cycle,... View Details
      Keywords: Global Business Cycle; Monetary Policy; Reaching For Yield; Money; Policy; Credit; Emerging Markets
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      Bräuning, Falk, and Victoria Ivashina. "U.S. Monetary Policy and Emerging Market Credit Cycles." Journal of Monetary Economics 112 (June 2020): 57–76.
      • May 2020 (Revised December 2022)
      • Case

      Soofa: Displaying the Right Path?

      By: Jeffrey J. Bussgang, Amy Klopfenstein and Amram Migdal
      In November 2019, Sandra Richter, co-founder and CEO of Soofa, a network of advertising-supported digital bulletin boards, must decide between two different fundraising and expansion plans for her company. One plan entails raising $15 million in a Series A round and... View Details
      Keywords: Business Ventures; Business Model; Business Plan; Business Startups; Entrepreneurship; Decision Making; Decisions; Ethics; Geography; Geopolitical Units; Finance; Investment; Markets; Market Entry and Exit; Demand and Consumers; Network Effects; Media; Society; Urban Development; Sustainable Cities; Information Technology; Information Infrastructure; Digital Platforms; Strategy; Business Strategy; Expansion; Relationships; Partners and Partnerships; Capital; Venture Capital; Advertising Industry; Technology Industry; Media and Broadcasting Industry; North and Central America; United States; Massachusetts; Cambridge
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      Bussgang, Jeffrey J., Amy Klopfenstein, and Amram Migdal. "Soofa: Displaying the Right Path?" Harvard Business School Case 820-098, May 2020. (Revised December 2022.)
      • May 2020
      • Teaching Note

      Shiseido: Reinvesting in Brand

      By: Jill Avery
      Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would... View Details
      Keywords: Brand Management; Marketing ROI; Brand Portfolio Strategy; Growth Strategy; Marketing; Marketing Strategy; Brands and Branding; Growth and Development Strategy; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
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      Avery, Jill. "Shiseido: Reinvesting in Brand." Harvard Business School Teaching Note 520-116, May 2020.
      • May 2020
      • Teaching Note

      Kraft Heinz: The $8 Billion Brand Write-Down

      By: Jill Avery
      Teaching Note for HBS Case No. 519-076. On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had... View Details
      Keywords: Marketing; Marketing Strategy; Brands and Branding; Consumer Products Industry; Food and Beverage Industry; United States
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      Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Teaching Note 520-114, May 2020.
      • May–June 2020
      • Article

      Interfirm Ties Between Ventures and Limited Partners of Venture Capital Funds: Performance Effects in Financial Markets

      By: Umit Ozmel, M. Deniz Yavuz, Timothy E. Trombley and Ranjay Gulati
      We argue that strong indirect ties are conducive to the transfer of private information, which provides an advantage in identifying profitable investment opportunities. In our context, a strong indirect tie is generated between an investor and a focal firm if the... View Details
      Keywords: Interfirm Ties; Social Networks; Venture Capital; Entrepreneurship; Performance
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      Ozmel, Umit, M. Deniz Yavuz, Timothy E. Trombley, and Ranjay Gulati. "Interfirm Ties Between Ventures and Limited Partners of Venture Capital Funds: Performance Effects in Financial Markets." Organization Science 31, no. 3 (May–June 2020): 698–719.
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