Creating Markets - Publications - Faculty & Research

08 Dec 2003
Research & Ideas

Why Europe Lags in Pharmaceuticals and Biotech

Governmental, academic, and cultural differences are hurting Europe's chances of creating more competitive pharmaceutical and biotech industries—and not much hope is on the horizon, according to a panel of experts at the 2003 HBS European... View Details

Keywords: by Sean Silverthorne; Biotechnology; Health; Pharmaceutical; Technology

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

25 Feb 2020
News

Gotta Dance

Above: Horowitz (seated) and Goldberg: More than the same old song and dance (photo by HollenderX2) When Evan Horowitz (MBA 2008) and Geoffrey Goldberg first met, the two clicked on multiple levels. Married in 2013, the pair cofounded Movers+Shakers in 2016, a View Details

Keywords: Julia Hanna

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

18 Apr 2005
Research & Ideas

Selling Luxury to Everyone

houses—Morse noted that Estée Lauder has 400 chemists—selling products to customers who come in for services help it compete. Daniel Langer, executive director of marketing for hair products maker Bumble and Bumble, said that while many... View Details

Keywords: by Julie Jette; Consumer Products

22 Jul 2015
Research & Ideas

Name Your Price. Really.

people into a more communal relationship, they have a higher willingness to pay” According to Shelle M. Santana, an assistant professor in the Marketing unit at Harvard Business School, I may have been influenced by communal norms.... View Details

Keywords: by Michael Blanding; Consumer Products

14 Oct 2013
Research & Ideas

Blockbuster! Why Star Power Works

Q: Why is it so effective? A: A wide range of factors explains its success. For one, strong brands and high production values matter. Scale also brings marketing advantages: It is relatively cost-efficient to advertise those tent-pole... View Details

Keywords: by Sean Silverthorne; Entertainment & Recreation

01 Jun 2014
News

Faculty Q&A: The Cup Runneth Over

and so forth. The ever-intensifying social media buzz around the Cup can heighten interest and exposure, but it also can create a lot of distracting "noise" that marketers can't control. What's in it for... View Details

Keywords: Garry Emmons

12 Mar 2007
Research & Ideas

The New Real Estate

How long can the real estate boom last? No one knows the answer, but this is the most exciting time in real estate during my almost thirty years in the business. The world is awash with liquidity, and real estate is capturing much of it for three reasons. First,... View Details

Keywords: by Arthur I. Segel; Construction; Real Estate

23 Apr 2001
Research & Ideas

Brand Power from Wedgwood to Dell: Part Two

kitchen; Howard Schultz's early office was the prep room for his first café; and Michael Dell began assembling PCs in his college dorm room. How did they go from these beginnings to creating global organizations that became industry... View Details

Keywords: by Martha Lagace

25 Apr 2014
News

Harnessing for-profit strategies for social good

Fran Seegull (MBA 1998) seeks to mobilize the business world to adjust its thinking on socially mindful investing, also known as impact investing, and "use the financial capital markets and for-profit mechanisms to move the dial on the... View Details

16 Aug 2006
Research & Ideas

Is MySpace.com Your Space?

per visit on the site. But MySpace and its rivals have also come under fire from law enforcement officials, policymakers, and parents, who worry that they are a haven for child predators. Given that backlash, is MySpace a safe bet for advertisers? Apparently so. To... View Details

Keywords: by Sean Silverthorne; Advertising; Information; Publishing

11 Nov 2020
Research & Ideas

How Hackathons Help Decide Platform Winners and Losers

competitive challenges facing software companies. Their market success depends largely on persuading the above-mentioned developers to write for their platforms. A new research paper suggests that the two sides can serve their own best... View Details

Keywords: by Michael Blanding; Technology

15 Nov 2010
Lessons from the Classroom

Connecting Goals and Go-To-Market Initiatives

Aligning Strategy and Sales, to give us a glimpse into how it's done. Working Knowledge: Why is it so important for companies to create a stronger connection between their strategic priorities and their go-to-market initiatives? How... View Details

Keywords: by Sean Silverthorne; Retail

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

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

17 Sep 2001
Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

Packaged good manufacturers were eager to create a direct-to-consumer link like the one Dell found to sell computers. Such a link would minimize wasteful and inefficient marketing practices, which to date... View Details

Keywords: by Martha Lagace; Consumer Products; Retail

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