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  • All HBS Web  (6,672)
    • People  (16)
    • News  (1,205)
    • Research  (4,505)
    • Events  (28)
    • Multimedia  (21)
  • Faculty Publications  (3,068)
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  • Web

Marketing - Faculty & Research

and interactive marketing, sales management and return on marketing investment. Some of our faculty specializes in specific industries such as retailing, agribusiness, social enterprise, media, arts and entertainment. There are several... View Details
  • November – December 2008
  • Article

Holding a Mirror up to Marketing

By: John A. Quelch and Katherine Jocz
The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details
Keywords: Marketing; Advertising Campaigns; Welfare; Diversity; Emotions; Government and Politics
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Quelch, John A., and Katherine Jocz. "Holding a Mirror up to Marketing." Marketing Management 17, no. 6 (November–December 2008): 16–21.
  • 25 Oct 2010
  • HBS Case

Tesco’s Stumble into the US Market

makes ideal Harvard Business School case material for teaching everything from multinational strategy to on-the-ground logistics. Marketing professor John A. Quelch recently introduced Tesco PLC: Fresh & Easy in the United States,... View Details
Keywords: by Sean Silverthorne; Retail
  • September 2019
  • Supplement

Keroche (B): Considering Entry into the Kenyan Beer Market

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details
Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa
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Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (B): Considering Entry into the Kenyan Beer Market." Harvard Business School Supplement 720-391, September 2019.
  • March 2014
  • Article

Do Analysts Follow Managers Who Switch Companies? An Analysis of Relationships in the Capital Markets

By: Francois Brochet, Gregory S. Miller and Suraj Srinivasan
We examine the importance of professional relationships developed between analysts and managers by investigating analyst coverage decisions in the context of CEO and CFO moves between publicly listed firms. We find that top executive moves from an origin firm to a... View Details
Keywords: Management Turnover; Analyst Coverage; Capital Market Relationships; Capital Markets; Relationships
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Brochet, Francois, Gregory S. Miller, and Suraj Srinivasan. "Do Analysts Follow Managers Who Switch Companies? An Analysis of Relationships in the Capital Markets." Accounting Review 89, no. 2 (March 2014).
  • 02 May 2005
  • What Do You Think?

Where is Consumer Generated Marketing Taking Us?

definition of a disruptive technology, less for a lot less)? Or is it something to be regarded as providing just one of several important inputs to future product development and marketing decisions... View Details
Keywords: by James Heskett
  • March 1992
  • Background Note

Researching and Monitoring Consumer Markets

By: Robert J. Dolan
Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details
Keywords: Demand and Consumers; Product Marketing; Product Development; Research
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Dolan, Robert J. "Researching and Monitoring Consumer Markets." Harvard Business School Background Note 592-088, March 1992.
  • 18 Sep 2014
  • Working Paper Summaries

Institutional Strategies in Emerging Markets

Keywords: by Christopher Marquis & Mia Raynard

    Entry into Platform-based Markets

    This paper examines the relative importance of platform quality, indirect network effects, and consumer expectations on the success of entrants in platform-based markets. We develop a theoretical model and find that an entrant's success depends on the strength of... View Details
    • 26 May 2009
    • Research & Ideas

    Improving Market Research in a Recession

    Some large multinational marketers, such as Unilever, are shifting research expenditures away from Western Europe and toward emerging markets in Asia and Latin America. Relative to the developed economies,... View Details
    Keywords: by John Quelch
    • December 2004 (Revised August 2006)
    • Case

    Brcko and the Arizona Market

    By: Bruce R. Scott and Edward Murphy
    Explores the role of the U.S. military in facilitating the establishment of a spectacularly successful free trade area in one of the most devastated areas of Bosnia. NATO's imposition of law and order, plus protection from local political protection rackets, led to... View Details
    Keywords: Developing Countries and Economies; Trade; Economic Growth; Industry Growth; Government Legislation; Emerging Markets; Bosnia and Hercegovina; United States
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    Scott, Bruce R., and Edward Murphy. "Brcko and the Arizona Market." Harvard Business School Case 905-411, December 2004. (Revised August 2006.)
    • February 2001 (Revised February 2002)
    • Case

    Estee Lauder and the Market for Prestige Cosmetics

    By: Nancy F. Koehn
    Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details
    Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States
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    Koehn, Nancy F. "Estee Lauder and the Market for Prestige Cosmetics." Harvard Business School Case 801-362, February 2001. (Revised February 2002.)
    • June 2006 (Revised September 2006)
    • Case

    Euronext.liffe and the Over-the-Counter Derivatives Market (A)

    Euronext.liffe, a derivatives trading exchange, had just finished rolling out three new services targeted at the over-the-counter (OTC) market in 2004. The services offered automated confirmation and clearing for OTC equity derivatives. Yet, developments in the... View Details
    Keywords: Value Creation; Product Positioning; Competition; Financial Markets; Network Effects; Cooperation
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    Cantillon, Estelle S. "Euronext.liffe and the Over-the-Counter Derivatives Market (A)." Harvard Business School Case 706-515, June 2006. (Revised September 2006.)
    • 03 Feb 2003
    • Research & Ideas

    Homeland Security: A Ready-made Market

    panelists at Harvard Business School's Cyberposium 2003 to address the technology trends, developing markets, and pressing concerns of a swiftly developing market. At this point, panelists agreed little new... View Details
    Keywords: by Julia Hanna; Service
    • 2011
    • Working Paper

    What Do Development Banks Do? Evidence from Brazil, 2002-2009

    By: Sergio G. Lazzarini, Aldo Musacchio, Rodrigo Bandeira-de-Mello and Rosilene Marcon
    While some authors view development banks as an important tool to alleviate capital constraints in scarce credit markets and unlock productive investments, others see those banks as conduits of cheap loans to politically connected firms that could obtain capital... View Details
    Keywords: Cost of Capital; Credit; Equity; Banks and Banking; Financing and Loans; Investment; Government and Politics; Data and Data Sets; Resource Allocation; Markets; Performance; Banking Industry; Brazil
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    Lazzarini, Sergio G., Aldo Musacchio, Rodrigo Bandeira-de-Mello, and Rosilene Marcon. "What Do Development Banks Do? Evidence from Brazil, 2002-2009." Harvard Business School Working Paper, No. 12-047, December 2011.
    • 11 Feb 2008
    • Research & Ideas

    Does Democracy Need a Marketing Manager?

    today provides core benefits that align with the conditions necessary for democracy. A critical takeaway is that billions of marketing transactions help to develop the social glue that holds democratic... View Details
    Keywords: by Sean Silverthorne
    • October 2023
    • Article

    Finding New Business and Developing Relevant Sales Capabilities

    By: Frank V. Cespedes
    There are few alternatives to growth for most companies. It’s the rare firm whose goal involves getting smaller and, for employees, there is a strong correlation between their company’s growth rate, promotion opportunities, and job satisfaction. But a growth strategy... View Details
    Keywords: Growth and Development Strategy; Sales
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    Cespedes, Frank V. "Finding New Business and Developing Relevant Sales Capabilities." Top Sales Magazine (October 2023), 24–25.
    • July 2013 (Revised September 2013)
    • Case

    New York City: Bloomberg's Strategy for Economic Development

    By: Michael E. Porter, Christian H.M. Ketels and Jorge Ramirez-Vallejo
    Traces the economic development of New York City from its founding in the 17th century through 2012. Focuses on the decisions made by New York City officials, past and present, highlighting the challenges of economic development at the city level. Enables deep... View Details
    Keywords: History; Development Economics; Industry Clusters; Policy; Government Administration; Financial Crisis; Growth and Development Strategy
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    Porter, Michael E., Christian H.M. Ketels, and Jorge Ramirez-Vallejo. "New York City: Bloomberg's Strategy for Economic Development." Harvard Business School Case 714-404, July 2013. (Revised September 2013.)
    • February 2017 (Revised April 2018)
    • Case

    Kameda Seika: Cracking the U.S. Market

    By: Elie Ofek, Nobuo Sato and Akiko Kanno
    In spring 2016, Kameda’s CEO, Michiyasu Tanaka, is facing difficult questions from board members over the lackluster performance of the company’s U.S. subsidiary. Kameda was the leading player in the Japanese rice cracker market and was looking to expand overseas to... View Details
    Keywords: Marketing Strategy; Growth and Development Strategy; Adaptation; Performance Improvement; Food and Beverage Industry; Manufacturing Industry; Japan; United States
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    Ofek, Elie, Nobuo Sato, and Akiko Kanno. "Kameda Seika: Cracking the U.S. Market." Harvard Business School Case 517-095, February 2017. (Revised April 2018.)
    • 24 Apr 2014
    • News

    Training managers in the developing world

    Through the Southern African Development Community Business School Network he established with the University of Botswana and the University of Pretoria, Richard America (MBA 1965) is on a mission to help train first-rate managers in the... View Details
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