Creating Markets - Publications - Faculty & Research

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

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

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

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

16 Jun 2003
Research & Ideas

Peeling Back the Global Brand

should not be separated. In their session, "Managing the Brand-Product Continuum in Global Markets," David Arnold, a former professor at Harvard Business School and author of the forthcoming book The Mirage of Global Markets: How Globalizing Companies Can... View Details

Keywords: by Martha Lagace; Consumer Products; 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

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

01 Sep 2018
News

Case Study: A Good Fit

employer would be interested. —Harry McCracken (AMP 114, 1994) A highly competitive market with one-year sales cycles on the one hand; a pilot customer in a less-competitive niche with a massive opportunity to View Details

Keywords: Jen McFarland Flint

Student-Faculty-Profile

Grant Donnelly & Michael Norton

when Grant chose to pursue his graduate studies in the Marketing program here. HBS is a place tailor-made for students who are driven to do research that has impact. Grant came with experience running both organizations and field... View Details

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 Dec 2008
News

Seth Klarman

the smartest people in the world who run the major Wall Street firms not understand that these products were toxic and end up getting caught with them on their books? As Fed chairman, did Alan Greenspan have a hand in creating the current... View Details

Keywords: Roger Thompson; Finance

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

04 Aug 2006
What Do You Think?

What Happens When the Economics of Scarcity Meets the Economics of Abundance?

terms of where value is added in the supply chain . The value is created through the service of helping customers find what they want within the sea of choice . It is ironic that the Internet, which is supposedly the key driver of... View Details

Keywords: by James Heskett

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

02 Mar 2020
What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

success.” There were several nuanced responses that prompt the question in the title above. Arie Goldshlager commented that, “for every similar (example to that of the Commonwealth Bank) candor marketing example, I see many more... View Details

Keywords: by James Heskett

22 Jul 2024
News

Viral Marketing’s Early Muse

Illustration by John Weber In 2008, Canadian musician Dave Carroll saw United Airlines employees manhandling his $3,500 Taylor guitar on the tarmac in Chicago. When he arrived at his destination, the guitar was in pieces. Carroll contacted United customer service... View Details

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

02 Jun 2014
Research & Ideas

Excerpt: ‘A Social Strategy’

these actions actually translate into dollars and cents." That answer usually stops budget increases in their tracks; soon after, social efforts become just another box to check in the company's marketing manual. In the second instance,... View Details

15 Aug 2011
Research & Ideas

A New Model for Business: The Museum

along with companies like Apple, Facebook, and Progressive Insurance, is a leading example of firms that are thinking about customers in a new way—much like how a museum curator orchestrates the experience of patrons. Weaver, an assistant professor in the View Details