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  • All HBS Web  (17,990)
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  • December 2009
  • Case

TruEarth Healthy Foods: Market Research for a New Product Introduction

By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry
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Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
  • February 2002
  • Article

Market Timing and Capital Structure

By: Malcolm Baker and Jeffrey Wurgler
It is well known that firms tend to raise equity when their market values are high relative to book and past market values. We document that the resulting effects on capital structure are very persistent. As a consequence, current capital structure is strongly related... View Details
Keywords: Valuation; Equity; Capital Structure; Theory; Market Timing; Financial Markets
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Baker, Malcolm, and Jeffrey Wurgler. "Market Timing and Capital Structure." Journal of Finance 57, no. 1 (February 2002): 1–32. (Winner of Brattle Prize. First Prize Paper For outstanding papers on corporate finance published in the Journal of Finance presented by Brattle Group, Inc. Reprinted in Recent Developments in Corporate Finance, edited by Jay Ritter. Edward Elgar Publishing: UK, 2005.)
  • February 2024
  • Module Note

Data-Driven Marketing in Retail Markets

By: Ayelet Israeli
This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; "Marketing Analytics"; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
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Israeli, Ayelet. "Data-Driven Marketing in Retail Markets." Harvard Business School Module Note 524-062, February 2024.
  • September 2014
  • Module Note

The Development of the Markets for Natural, Organic, and Health Foods in the U.S.

By: Mukti Khaire and Eleanor Kenyon
Discourses on the links between eating, health, and social standing in America have deep roots. As mechanisms of food production, distribution and storage were developed in the nineteenth century, Americans began receiving information about what to and not-to eat, from... View Details
Keywords: Food Marketing; Food; Markets; Food and Beverage Industry; United States
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Khaire, Mukti, and Eleanor Kenyon. "The Development of the Markets for Natural, Organic, and Health Foods in the U.S." Harvard Business School Module Note 815-054, September 2014.

    The Flattened Firm--Not as Advertised

    For decades, management consultants and the popular business press have urged large firms to flatten their hierarchies. Flattening (or delayering, as it is also known) typically refers to the elimination of layers in a... View Details

    • Spring 2014
    • Article

    The Market for Blood

    By: Robert Slonim, Carmen Wang and Ellen Garbarino
    Donating blood, "the gift of life," is among the noblest activities and it is performed worldwide nearly 100 million times annually. The economic perspective presented here shows how the gift of life, albeit noble and often motivated by altruism, is heavily influenced... View Details
    Keywords: Altruism; Philanthropy; Analysis Of Health Care Markets; Market Design; Philanthropy and Charitable Giving; Health
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    Slonim, Robert, Carmen Wang, and Ellen Garbarino. "The Market for Blood." Journal of Economic Perspectives 28, no. 2 (Spring 2014): 177–196.
    • 1993
    • Chapter

    Teaching Emotion with Drama Advertising

    By: J. A. Deighton and S. Hoch
    Keywords: Teaching; Advertising; Advertising Industry; Advertising Industry
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    Deighton, J. A., and S. Hoch. "Teaching Emotion with Drama Advertising." In Advertising Exposure, Memory and Choice, edited by A. A. Mitchell. Hillsdale, NJ: Lawrence Erlbaum Associates, 1993.
    • May 2019
    • Article

    Corporate Debt, Firm Size and Financial Fragility in Emerging Markets

    By: Laura Alfaro, Gonzalo Asis, Anusha Chari and Ugo Panizza
    The post-Global Financial Crisis period shows a surge in corporate leverage in emerging markets and a number of countries with deteriorated corporate financial fragility indicators (Altman’s Z-score). Firm size plays a critical role in the relationship between... View Details
    Keywords: Corporate Debt; Firm Size; Financial Fragility; Emerging Market; Organizations; Borrowing and Debt; Financial Condition; Emerging Markets; System Shocks
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    Alfaro, Laura, Gonzalo Asis, Anusha Chari, and Ugo Panizza. "Corporate Debt, Firm Size and Financial Fragility in Emerging Markets." Journal of International Economics 118 (May 2019): 1–19. (Also NBER Working Paper 25459.)
    • March 2020
    • Technical Note

    Influencer Marketing

    By: Jill Avery and Ayelet Israeli
    Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details
    Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Media and Broadcasting Industry; Media and Broadcasting Industry
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    Avery, Jill, and Ayelet Israeli. "Influencer Marketing." Harvard Business School Technical Note 520-075, March 2020.
    • 2021
    • Article

    Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era

    By: Alvin J. Silk and Ernst R. Berndt
    The two components of the advertising industry—the creative sector that develops and produces messages, and the communications sector that transmits messages via various media—have each been greatly affected by advances in creative design and communications... View Details
    Keywords: Industry Evolution; Advertising; Spending; Measurement and Metrics; Mathematical Methods; Media; Advertising Industry; United States
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    Silk, Alvin J., and Ernst R. Berndt. "Aggregate Advertising Expenditure in the U.S. Economy: Measurement and Growth Issues in the Digital Era." Foundations and Trends® in Marketing 15, no. 1 (2021): 1–85.
    • May 2009 (Revised January 2011)
    • Case

    HubSpot: Inbound Marketing and Web 2.0

    By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
    This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details
    Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web
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    Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
    • 2019
    • Chapter

    Behavioral Economics and Health-Care Markets

    By: Amitabh Chandra, Benjamin Handel and Joshua Schwartzstein
    This chapter summarizes research in behavioral health economics, focusing on insurance markets and product markets in health care. We argue that the prevalence of choice difficulties and biases leading to mistakes in these markets establish a special place for them in... View Details
    Keywords: Behavioral Economics; Consumer Behavior; Economics; Health Care and Treatment; Insurance; Markets
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    Chandra, Amitabh, Benjamin Handel, and Joshua Schwartzstein. "Behavioral Economics and Health-Care Markets." Chap. 6 in Handbook of Behavioral Economics: Foundations and Applications 2, edited by B. Douglas Bernheim, Stefano DellaVigna, and David Laibson, 459–502. Amsterdam: Elsevier/North-Holland, 2019.
    • September 2009
    • Article

    Targeted Advertising as a Signal

    By: Bharat Anand and Ron Shachar
    Keywords: Advertising
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    Anand, Bharat, and Ron Shachar. "Targeted Advertising as a Signal." Quantitative Marketing and Economics 7, no. 3 (September 2009): 237–266. (Lead Article.)
    • Article

    Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services

    By: Alvin J. Silk and Marta M. Stiglin
    This paper provides an update on the current state of in-house agencies. Whereas traditional consideration of internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid policies of build and buy to... View Details
    Keywords: Operations; Advertising; Advertising Industry
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    Silk, Alvin J., and Marta M. Stiglin. "Build It, Buy It, or Both? Rethinking the Sourcing of Advertising Services." International Journal of Marketing Studies 8, no. 1 (February 2016).
    • March 1997
    • Background Note

    Copper and Zinc Markets 1996

    By: Peter Tufano
    Provides background information on copper and zinc markets as of mid-1996. Discusses supply and demand conditions, forecasts of the spot prices of the metals, and contracts for future delivery (forwards, futures, and options). View Details
    Keywords: Demand and Consumers; Metals and Minerals; Supply and Industry; Mining Industry
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    Tufano, Peter, and Alberto Moel. "Copper and Zinc Markets 1996." Harvard Business School Background Note 297-055, March 1997.
    • Research Summary

    Public Policy and Markets

    By: Willis M. Emmons
    William (Willis) M. Emmons III is investigating the interaction of public policy, markets, business strategy, and performance at the levels of firm, industry, and society. Emmons' approach draws heavily on economic theories of industrial organization, market failure,... View Details
    • March 2008
    • Background Note

    Marketing Input and Innovation Strategy

    By: Elie Ofek
    This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details
    Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition
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    Ofek, Elie. "Marketing Input and Innovation Strategy." Harvard Business School Background Note 508-090, March 2008.
    • 2014
    • Other Teaching and Training Material

    Marketing Reading: Brand Positioning

    By: Jill Avery and Sunil Gupta
    This Reading addresses the principles of brand positioning and demonstrates how companies can strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace. Strategic brand positioning provides... View Details
    Keywords: Brand Positioning; Branding; Consumer Research; Defensive Strategies; Market Positioning; Marketing; Product Differentiation; Product Positioning; Strategic Positioning; Value Proposition; Customer Relationship Management; Organizational Structure; Customer Satisfaction; Brands and Branding
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    Avery, Jill, and Sunil Gupta. "Marketing Reading: Brand Positioning." Core Curriculum Readings Series. Boston: Harvard Business School Publishing 8197, 2014.
    • December 2004
    • Article

    Market Valuation and Merger Waves

    By: Matthew Rhodes-Kropf and S. Viswanathan
    Does valuation affect mergers? Data suggest that periods of stock merger activity are correlated with high market valuations. The naïve explanation that overvalued bidders wish to use stock is incomplete because targets should not be eager to accept stock. However, we... View Details
    Keywords: Mergers and Acquisitions; Valuation; Market Transactions; Value; Cash; Stocks; Corporate Social Responsibility and Impact; Bids and Bidding; Market Design; Stock Shares; Accounting Audits; Performance Evaluation
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    Rhodes-Kropf, Matthew, and S. Viswanathan. "Market Valuation and Merger Waves." Journal of Finance 59, no. 6 (December 2004): 2685–2718.
    • Article

    Regulatory, Legal, and Market Aspects of Smart Wearables for Cardiac Monitoring

    By: Jan Benedikt Brönneke, Jennifer Müller, Konstantinos Mouratis, Julia Hagen and Ariel Dora Stern
    In the area of cardiac monitoring, the use of digitally driven technologies is on the rise. While the development of medical products is advancing rapidly, allowing for new use-cases in cardiac monitoring and other areas, regulatory and legal requirements that govern... View Details
    Keywords: Wearables; Regulatory Changes; Medical Technology; Medical Devices; Market Access; Market Entry and Exit; Information Technology; Health Care and Treatment; Governing Rules, Regulations, and Reforms; United States; Germany; Belgium
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    Brönneke, Jan Benedikt, Jennifer Müller, Konstantinos Mouratis, Julia Hagen, and Ariel Dora Stern. "Regulatory, Legal, and Market Aspects of Smart Wearables for Cardiac Monitoring." Art. 4937. Sensors 21, no. 14 (July 2021).
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