Publications

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

Article

Integrated Strategy: Residual Market and Exchange Imperfections as the Foundation of Sustainable Competitive Advantage

By: Felix Oberholzer-Gee and Dennis Yao

Market imperfections are central to understanding the mechanisms that permit firms to capture value. Many of these imperfections are competed away when firms struggle to attain and defend competitive advantages, making markets more efficient in the process. The... View Details

Keywords: Integrated Strategy; Nonmarket Strategy; Market Imperfections; Strategy; Competitive Advantage; Governing Rules, Regulations, and Reforms

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01 Apr 2000
News

Marketing Muscle

On her first foray into Silicon Valley, Karen Edwards (MBA '90) didn't have much success finding the job she wanted: head of marketing at an Internet company. Told she didn't know enough about technology, Edwards persevered and finally... View Details

Fast Answer

Entrepreneurial Marketing

Highlights from Baker Library resources helpful for marketing & sales planning and applications for early stage ventures. Below are some suggested resources for your EM project. Get 1/1 help with a librarian: Request a... View Details

December 2014
Article

Market Competition, Earnings Management, and Persistence in Accounting Profitability Around the World

By: Paul M. Healy, George Serafeim, Suraj Srinivasan and Gwen Yu

We examine how cross-country differences in product, capital, and labor market competition, and earnings management affect mean reversion in accounting return on assets. Using a sample of 48,465 unique firms from 49 countries, we find that accounting returns mean... View Details

Keywords: Corporate Performance; Valuation; Equity Valuation; Persistence; Competitive Advantage; Institutions; Earnings Management; Labor Market; Capital Markets; Competition; Profit; Performance; Supply and Industry; Financial Statements; Government and Politics; Globalized Markets and Industries

SSRN

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TeachingInterests

MBA Required Curriculum Marketing

The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details

February 2010
Background Note

Marketing Analysis Toolkit: Situation Analysis

By: Thomas J. Steenburgh and Jill Avery

Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing... View Details

Keywords: Five Forces Framework; SWOT Analysis; Marketing Strategy; Demand and Consumers; Industry Structures; Strategic Planning

25 Aug 2022
News

Open Market

and changing market dynamics, all while still launching new products and services to remain competitive. Robinhood has adapted to many changes and, if anything, has proven to be a disruptor in how it has taken the concept of investing and... View Details

Keywords: Dan Morrell; illustration by Keith Negley; Securities, Commodities, and Other Financial Investments; Finance

February 22, 2023
Article

How to Seed Organic Marketing in a Video-First World

By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins

Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details

Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America

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13 May 2019
News

Reading the Market

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

On Sunday November 6, over 350 people flocked to the Harvard Business School campus to attend the Marketing Innovation Conference. This year’s theme, “Marketing Reimagined”, drew a wide range of attendees from top View Details

Keywords: Entertainment / Media / Sports

October 2006 (Revised August 2007)
Case

Marketing Chateau Margaux

By: John A. Deighton, Leyland Pitt, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman

Chateau Margaux, luxury brand or connoisseur brand? Although France is awash with unsold wine, demand has never been stronger for the very finest Bordeaux. How should Margaux sustain and grow its business? The Chateau management team is wondering if it can take more... View Details

Keywords: Price; Growth and Development Strategy; Brands and Branding; Distribution; Luxury; Food and Beverage Industry; France

04 Feb 2015
Working Paper Summaries

Markets with Price Coherence

Keywords: by Benjamin Edelman & Julian Wright

Research Summary

Customer-Centric Marketing Strategy

By: Rohit Deshpande

Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This... View Details

2001
Dictionary Entry

Mass Marketing

By: R. S. Tedlow

Keywords: Marketing

Research Summary

Drivers of market entry

In this paper, I look at the selection of markets for entry. Specifically, regulation in the US pharmaceutical industry allows generic firms to try and enter the market prior to the expiration of patents. This work aims to understand what drives market entry,... View Details

November 1977
Article

Marketing Nutrition

By: James E. Austin

Keywords: Nutrition; Marketing

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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