Publications

19 May 2010
Working Paper Summaries

The Job Market for New Economists: A Market Design Perspective

Keywords: by Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth & John J. Siegfried

2023
Working Paper

Because no marketplace operates in isolation from the larger world, marketplace designs may need to adapt to changes in the larger environments. I discuss such changes in connection with the labor markets for new doctors, new Ph.D. economists, and for kidney exchange... View Details

Keywords: Market Design

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July 1997
Teaching Note

First Year Marketing Module Summary: Evolution of Marketing TN

By: John A. Deighton

Describes the organization of a four- or five-case module that concludes the Marketing Management course in the First Year curriculum at Harvard Business School and offers a look to the future. Covers introductory remarks to students at the start of the module, some... View Details

Keywords: Forecasting and Prediction; Learning; Information; Marketing

January 2012 (Revised March 2014)
Module Note

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna

The last thirty years have seen the widespread embrace of market capitalism as not only a highly efficient form of economic organization but also as one that best meets the diversity of human preferences. In large, complex societies, an increasing body of theoretical... View Details

Keywords: Economic Systems; Management

1992
Chapter

Orderly Markets

Keywords: Markets

18 Jun 2013
News

Megahit Marketing

April 2021
Background Note

HEAD vs. LEAD: Disruptions Originating at the High- vs. Low-End of the Market

By: Elie Ofek, Olivier Toubia and Didier Toubia

Twenty five years after it was initially proposed, Clay Christensen’s theory of disruptive innovation continues to be a major reference for entrepreneurs, corporate innovators, and investors. However, the term “disruptive innovation” is often used in ways and contexts... View Details

Keywords: Market Entry; New Product Management; Targeting; Disruptive Innovation; Market Entry and Exit; Entrepreneurship; Product; Management; Innovation Strategy; Technology

Educators

1972
Chapter

Rural Marketing

By: Rohit Deshpandé

March 2005
Article

Outsourcing Marketing

By: Gail J. McGovern and John A. Quelch

June 1985 (Revised July 1987)
Background Note

Marketing Process--1987

Fast Answer

Market Maps

Where can I find market maps for various industries? Market mapping is the process of visually organizing information about various competitors in a specific industry or vertical to understand their... View Details

1997
Book

Marketing Research

By: Donald R. Lehmann, Sunil Gupta and Joel Steckel

Keywords: Marketing; Research

July 1988 (Revised October 1992)
Exercise

Sellars' Market

By: David E. Bell

A shop owner has limited shelf space for display of impulse purchase products near the cash register. He must select only nine to display. Exercise shows the relevance of opportunity cost or resource pricing. By setting an appropriate charge for the shelf space the... View Details

Keywords: Marketing

01 Jun 1996
News

Reinventing Marketing

The following article is the fifth in a series on the activities and research taking place in each academic unit at HBS. "With the time-honored marketing maxim "the customer is king" now reverberating throughout all parts of the firm, the... View Details

Keywords: Mary Jane Higgins; Illustration by Peter Hoey

Fast Answer

Making Markets

Use these resources to analyze broken markets and validate your proposed solutions. Understand the Current Marketplace: Gain a sense of the current landscape, major players, and future trends within an industry or sector in order to... View Details

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

Educators