Creating Markets - Publications - Faculty & Research

Research Summary

Mastering Strategy Execution

Professor Robert Simons’ research encompasses three areas of management accountability that are the foundation for successful strategy execution: organization design, performance measurement and control, and risk management. In addition, Simons is interested in the... View Details

09 Jun 2015
Sharpening Your Skills

Sharpening Your Skills: Social Media

into creating the world's largest pop star? A case study by Anita Elberse examines the strategic marketing choices that created a global brand. To Read More: ARTICLES... View Details

Keywords: Re: Multiple Faculty; Advertising

01 Sep 2014
News

All For One

Wallace Brett Donham Professor of Business Administration, she’d taught Harvard’s leadership course during the 1990s, but had begun to suspect that the visionary model of leadership on which it was based wasn’t ideal for creating a... View Details

Keywords: Michael Blanding; faculty; research; Market Research, Photo, Translation, Veterinary and Other Services; Market Research, Photo, Translation, Veterinary and Other Services

23 Apr 2014
HBS Case

Are Electronic Cigarettes a Public Good or Health Hazard?

the same time giving them cover against criticism by allowing them to point to "healthier alternatives" in their product portfolios. When entrepreneurs first created e-cigarettes and marketed them... View Details

Keywords: by Michael Blanding; Food & Beverage; Advertising

30 Apr 2008
Sharpening Your Skills

Sharpening Your Skills: Brand Management

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions To Be Answered Does branding work for business-to-business marketing? Can individuals View Details

Keywords: by Staff; Sports; Publishing; Auto

17 Sep 2007
Research & Ideas

Broadband: Remaking the Advertising Industry

is the capability to show full motion video, which some people will find compelling. This is going to be an increasing part of the advertising world, but it's still a pretty small percentage. Beyond search advertising, marketers are using... View Details

Keywords: by Julia Hanna; Advertising; Media & Broadcasting; Publishing

07 Oct 2019
Sharpening Your Skills

How Companies Can Make Up with (Very) Unhappy Customers

JetBlue employees and more than 130,000 customers whose flights were cancelled, delayed, or diverted. How did the airline make it right with customers and learn from its mistakes? The Hidden Cost of a Product Recall Product failures View Details

Keywords: by Sean Silverthorne; Retail; Air Transportation

Student-Profile

Byungyeon Kim

explains. Interested in the ways that value is created through delivering enhanced communications and user experience, Byungyeon researched master’s programs in marketing, ultimately enrolling at Korea University Business School. During... View Details

12 Jun 2006
Research & Ideas

The Promise of Channel Stewardship

Most company distribution systems are designed ad-hoc when needed, and serve neither value chain partners nor end users well—just look at the frustrating new-car buying process set up by American auto makers. At the same time, says Harvard Business School View Details

Keywords: by V. Kasturi Rangan & Marie Bell; Consumer Products

14 Jul 2003
Research & Ideas

Keeping Your Balance With Customers

different requirements, then by selecting target segments for which the company can create unique and defensible value propositions. It is not possible to be all things to all people, so market segmentation... View Details

Keywords: by Robert S. Kaplan & David P. Norton

17 Apr 2017
Research Event

The Most Pressing Issues for Platform Providers in the Sharing Economy

The so-called chicken-and-egg problem is arguably the most discussed and most obvious business dilemma in the sharing economy. Platform providers–like Uber, Airbnb, or Etsy–rely on both consumers and producers to create and sustain a... View Details

Keywords: by Carmen Nobel; Service

15 Jul 2015
Research & Ideas

Amazon Prime Day: The Logic Behind a Retailer’s Made-up Holiday

the company's success over its 20-year existence. But Sunil Gupta, an expert on marketing and digital technology who wrote a recent case on Amazon, sees deeper motives behind the company creating its own... View Details

Keywords: Re: Sunil Gupta; Retail

25 Jun 2019
Research & Ideas

The Powerful Strategic Tool Companies Should Not Try to Control

products sold and marketed by LEGO. In addition to reducing innovation costs, this often leads to an increase in authentic, word-of-mouth advertising as users promote designs that they created or designs... View Details

Keywords: by Danielle Kost

21 Aug 2013
Research & Ideas

To Buy Happiness, Spend Money on Other People

gives some cash to two women in Harvard Square. The catch this time: Each of them must spend the money on someone else. "We've shown in our research that giving money to others actually does make people happier," says Norton, an associate professor of View Details

Keywords: by Carmen Nobel

24 Feb 2014
Research & Ideas

Busting Six Myths About Customer Loyalty Programs

markets is a sector notorious for its lack of differentiation between players. Once location has played out its magic, retailers tend to get squeezed in a business characterized by the infernal duo of low margin and high fixed cost. In... View Details

Keywords: by Marcel Corstjens & Rajiv Lal; Retail; Consumer Products

18 May 2015
Research & Ideas

Advertisers Get Serious About Playing With Their Brands

At last year's Grammy Awards, singer Pharrell Williams wore such an outlandish hat—a cross between Smokey the Bear's forest-brown lid and The Sorting Hat at Gryffindor—that it quickly received its own Twitter account. Then some marketing... View Details

Keywords: by Dina Gerdeman; Advertising

16 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part One

each knew, not just intuitively, but strategically—and after a time, financially and organizationally—that they had to create a sustainable market for their offerings. If Wedgwood could parachute forward... View Details

Keywords: by Martha Lagace

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

Customers value some of the most powerful brands in the world primarily for their "cultural value": They provide imaginative resources that people use to build their identities. These are what Harvard Business School professor Douglas Holt terms identity... View Details