Publications

09 Apr 2001
Research & Ideas

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

primary objectives of screening investment or negotiating with investors. These agencies had the flexibility to attract personnel with the marketing expertise successful investment promotion requires. In addition, they were able to obtain... View Details

Keywords: by Louis T. Wells & Alvin G. Wint

08 Aug 2022
HBS Case

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

since. Some analysts predicted that the band would do more to grow South Korea’s gross domestic product over 10 years than the 2018 PyeongChang Winter Olympics. Underdogs with a strategy The band’s explosion was the result of a carefully View Details

Keywords: by Shalene Gupta; Media & Broadcasting; Music

March 2023
Case

Woven Planet - Designing Software for the Car of the Future

By: Gary P. Pisano and Catherine Piner

Founded in 2021, Woven Planet Holdings—a subsidiary of Toyota Motor Corporation—was developing Arene, an automotive software platform consisting of an operating system, development and simulation tools, and a cloud-based service that could store and analyze vehicle... View Details

Keywords: Technology; Automated Driving; Innovation; Organizational Culture; Applications and Software; Safety; Product Launch; Product; Auto Industry; Technology Industry

Educators

Purchase

October 2020
Article

Comparative Statics for Size-Dependent Discounts in Matching Markets

By: David Delacretaz, Scott Duke Kominers and Alexandru Nichifor

We prove a natural comparative static for many-to-many matching markets in which agents’ choice functions exhibit size-dependent discounts: reducing the extent to which some agent discounts additional partners leads to improved outcomes for the agents on the other side... View Details

Keywords: Size-dependent Discounts; Path-independence; Respect For Improvements; Market Design; Mathematical Methods

1985
Chapter

Institutional Aspects of European Equity Markets

By: Marc L Bertoneche

Keywords: Equity; Financial Markets; Financial Institutions; Organizational Design; Financial Services Industry; Europe

2008
Working Paper

Performance and Control across Multiple Markets

By: Tatiana Sandino, Dennis Campbell and Shelby Yu

Chain organizations typically operate units across different types of markets, with significantly diverging customer bases. Such market-type dispersion potentially influences performance through two channels: it makes performance a noisier indicator of store manager... View Details

Keywords: Governance Controls; Organizational Design; Markets; Franchise Ownership; Performance; Retail Industry

Web

Negotiation, Organizations & Markets - Faculty & Research

Negotiation, Organizations & Markets Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students February 2025 Case Managing Complexity at mymuesli By: Thomas Graeber and Stacy Straaberg In April 2009,... View Details

Web

In the News - Creating Emerging Markets

on a new website by the Business History Initiative. Ritu Kumar Featured in Harvard Business School Study The iconic fashion designer Ritu Kumar has become one of the first Indian women entrepreneurs to be featured in the Harvard Business... View Details

17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

your order.” Gender-tailored marketing messages from these brands and others—including Mangria and Pink Power tools—are common, yet new research shows they can turn off consumers, particularly women. In fact, they often backfire to the... View Details

Keywords: by Dina Gerdeman; Consumer Products

December 2004 (Revised February 2005)
Case

Exporting Spanish Olive Oil to the U.S. Market

By: Ray A. Goldberg, Hal Hogan and Miguel Angel Llano Irusta

Spain is the largest olive oil producer, yet it sells much of its product to Italy, where it is repackaged as Italian olive oil. The decision maker in the case wants to develop Spain as the olive oil leader not just in production but in quality and value added. He... View Details

Keywords: Plant-Based Agribusiness; Trade; Goods and Commodities; Demand and Consumers; Supply and Industry; Brands and Branding; Decisions; Customization and Personalization; Product Design; Product Development; Marketing Strategy; Product Marketing; Agriculture and Agribusiness Industry; Food and Beverage Industry; Spain; United States; Italy

Educators

September 2007 (Revised November 2007)
Case

Bunge: Food, Fuel, and World Markets

By: Tarun Khanna, Santiago Mingo and Jonathan West

In 2007, Bunge, an agribusiness company, had over $26 billion in worldwide sales and was considered, along with Cargill and Archer Daniels Midland (ADM), one of three very integrated worldwide agribusiness companies. Headquartered in White Plains, NY, the company has... View Details

Keywords: Globalized Firms and Management; Operations; Organizational Design; Situation or Environment; Strategy; Agriculture and Agribusiness Industry; White Plains; Brazil

Educators

Purchase

August 2015
Article

Pricing and Efficiency in the Market for IP Addresses

By: Benjamin Edelman and Michael Schwarz

We consider market rules for transferring IP addresses, numeric identifiers required by all computers connected to the Internet. Transfers usefully move resources from lowest- to highest-valuation networks, but transfers tend to cause socially costly growth in the... View Details

Keywords: Externalities; Intermediaries; Market Design; Internet; Web Services Industry; Telecommunications Industry

2009
Case

Innovamedica: Innovation in an Emerging Market

By: Roberto Charvel, Fernando Fabre and T. Putimahtama

Innovamedica was a medical start up with several state of the art devices such as a silicon substitute heart and other inventions. However, the founding scientist was struggling in attracting talent and fundraising and that had an impact on growth. View Details

Keywords: Biotech; Entrepreneurial Finance; Entrepreneurship; Start-up; Emergent Countries; Business Startups; Talent and Talent Management; Design; Corporate Entrepreneurship; Private Equity; Health Testing and Trials; Innovation and Invention; Managerial Roles; Biotechnology Industry; Latin America; North and Central America

Web

Frequently Asked Questions - Creating Emerging Markets

present day? Our students do not want to know about the past. The design of the CEM project was specifically to focus on leaders of business and NGOs with thirty or forty years of experience, so we could capture the vast changes seen in... View Details

August 1984
Case

Competitive Positioning in the Dishwasher Industry (B): Design and Manufacturing Co. (D&M)

By: Joseph L. Bower

Keywords: Product Positioning; Competitive Strategy; Consumer Products Industry

July–August 2015
Article

Engineering Reverse Innovations: Principles for Creating Successful Products for Emerging Markets

By: Amos Winter and Vijay Govindarajan

Multinationals are starting to catch on to the logic of reverse innovation, in which products are designed first for consumers in low-income countries and then adapted into disruptive offerings for developed economies. But only a handful of companies have managed to do... View Details

Keywords: Innovation Strategy; Emerging Markets