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- Faculty Publications (78)
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- All HBS Web (459)
- Faculty Publications (78)
- 26 Feb 2008
- First Look
First Look: February 26, 2008
literature that suggests firms reduce marketing expenditures in order to boost reported earnings, we find that soup manufacturers roughly double the frequency of all marketing promotions (price discounts, feature advertisements, and aisle... View Details
Keywords: Martha Lagace
- 10 Jan 2011
- Research & Ideas
Is Groupon Good for Retailers?
potentially building buzz among consumers above and beyond sales to the consumers who actually buy the vouchers. This effect is more difficult to measure, but many merchants perceive it to be real. Where it exists, it's an important... View Details
- 23 Aug 2011
- First Look
First Look: August 23
that exposure to informational advertising can decrease the consumer's tendency to purchase the promoted product. The structural estimates imply that an exposure to a single advertisement decreases the consumer's probability of not... View Details
Keywords: Sean Silverthorne
- 21 Oct 2014
- First Look
First Look: October 21
literature when it comes to linking sales efforts with strategy. Part 1 of this book provides data indicating how and why sales remain (by far) the biggest part of strategy implementation in most firms, the... View Details
Keywords: Sean Silverthorne
- 03 Feb 2015
- First Look
First Look: February 3
drive this reaction. February 2015 Perspectives on Psychological Science When Does Familiarity Promote Versus Undermine Interpersonal Attraction? A Proposed Integrative Model from Erstwhile Adversaries By: Finkel, Eli J., Michael I.... View Details
Keywords: Sean Silverthorne
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
effectively use the resources at his disposal within IMG, such as the sales division, which keeps in close contact with the corporate world; IMG's promotion and event marketing, which may feature Sharapova;... View Details
- 04 Nov 2002
- Research & Ideas
From Lone Star to Team Player
keep rewarding and promoting them. Managers may feel that they need them, of course, as they do perform well. So it is pretty gutsy to fire them in today's rather poor economic environment. But if you're really serious about building a... View Details
Keywords: by Mallory Stark
- 14 Oct 2014
- First Look
First Look: October 14
Harvard Business Review Putting Sales at the Center of Strategy By: Cespedes, Frank Abstract—Research indicates that relatively few firms execute their strategies effectively, and, on average, companies deliver just 50% to 60% of the... View Details
Keywords: Sean Silverthorne
- 25 Oct 2016
- First Look
October 25, 2016
companies committed to making positive contributions to health and wellness. Focusing on four interconnected areas of corporate impact, it not only discusses the business imperative of promoting a healthier society and improved living... View Details
Keywords: Sean Silverthorne
- 03 Mar 2008
- Research & Ideas
Marketing Your Way Through a Recession
furnishings and home entertainment will hold up well, as uncertainty prompts us to stay at home but also stay connected with family and friends. Now may be the time to drop your weaker distributors and upgrade your sales force. 3.... View Details
Keywords: by John Quelch
- 01 Dec 2015
- First Look
December 1, 2015
put flesh on the bones of independence, the USA and USSR were eager to offer aid and advice to promote their own models. The PRC, suffering the consequences of a century-long tangle with imperialism and decades of war coupled with the... View Details
Keywords: Sean Silverthorne
- Profile
Minal Mehta
more. Ever heard of BollyX?" Follow Minal Mehta on Twitter at twitter.com/minalm. Learn more about BollyX at bollyx.com and view their new promotional video. View Details
- 01 Jan 2008
- News
John Doerr, MBA 1976
earning engineering degrees at Rice University, Doerr came to HBS and learned, as he puts it, “to think and speak on my feet.” His education continued at chipmaker Intel, where he gained experience in managing people, marketing, and sales... View Details
- 01 Mar 2016
- News
Case Study: Paper Chase
operates four sales kiosks in the Boston area, with mobile retail teams that visit local fairs and markets. The kiosks offer a valuable in-person experience with a high conversion rate for the $8–$13 cards. The split between in-person and... View Details
- 14 Nov 2007
- Research & Ideas
Growing CEOs from the Inside
who somehow have maintained enough detachment from the local traditions, ideologies, and shibboleths that they have retained the objectivity of an outsider," Bower writes. Think Anne Mulcahy, CEO of Xerox, who started out as a sales... View Details
- 06 Mar 2018
- First Look
First Look at Research and Ideas, March 6, 2018
show that the decline in auctions was not driven by changes in the type of sellers and items. Instead, seller incentives changed. We estimate the demand facing individual sellers at different points in time and document falling sale... View Details
Keywords: Sean Silverthorne
- 01 Dec 1996
- News
Laurel without Hardy? A Lesson for Business
these initiatives is to promote applications that push the limits of processing power. Upgrading to Intel's latest chip becomes a necessity, not a luxury. There is a hundred-year-old analogue to Intel's strategy. At the turn of the... View Details
- 31 Oct 2004
- Research & Ideas
Bypass Marketing: Are Docs Influenced?
promotional spending (including that directed toward physicians) as a percentage of pharmaceutical sales remains relatively constant over time and thus the growth of DTCA represents a shift in the mix of... View Details
Keywords: by Manda Salls
- 27 May 2020
- Research & Ideas
What South Korea Teaches the World About Fighting COVID
distribution of face masks and the promotion of their use, are winning strategies in this battle. As other countries begin to reopen their economies, how can they apply these lessons to combat COVID-19? Proactive testing and tracing As... View Details
- 12 Jun 2006
- Research & Ideas
The Promise of Channel Stewardship
but an insufficient grasp of the details, and CMOs (chief marketing officers) often view go-to-market decisions as being tactical. What passes for channel strategy often rests with sales divisions, but their primary motivation is to sell... View Details