Publications

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

02 Sep 2011
Working Paper Summaries

First-Party Content, Commitment and Coordination in Two-Sided Markets

Keywords: by Andrei Hagiu & Daniel Spulber

March 2024
Article

Establishing the Foundation for Carbon Trading Markets

By: Robert S. Kaplan, Karthik Ramanna and Marc Roston

Poor measurement practices and inadequate controls have led to extensive trading of carbon offset instruments that do not materially reduce the supply of atmospheric GHG. We introduce five carbon offset accounting principles, built from fundamental financial-accounting... View Details

Keywords: Carbon Offsetting; Accounting; Carbon Accounting; E-liabilities; Measurement; Trading; Environmental Accounting; Environmental Sustainability

2008
Working Paper

Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality

By: Alvin J. Silk and Charles King III

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details

Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Service Industry; United States

16 Feb 2004
Research & Ideas

Marketing Wine to the World

differences suggest that firms need to compete differently as they enter markets around the world. Q: You make the point that it is easier for most of View Details

Keywords: by Manda Salls; Consumer Products; Entertainment & Recreation; Food & Beverage

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

May 2009
Article

Synchronicity and Firm Interlocks in an Emerging Market

By: Tarun Khanna and Catherine Thomas

Stock price synchronicity has been attributed to poor corporate governance and a lack of firm-level transparency. This paper investigates the association between different kinds of firm interlocks, control groups, and synchronicity in Chile. A unique data set... View Details

Keywords: Stocks; Price; Corporate Governance; Governance Controls; Governing and Advisory Boards; Resource Allocation; Emerging Markets; Ownership Stake; Chile

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2008
Chapter

Matching and Market Design

By: Muriel Niederle, Alvin E. Roth and Tayfun Sonmez

Matching is the part of economics concerned with who transacts with whom and how. Models of matching, starting with the Gale-Shapley deferred acceptance algorithm, have been particularly useful in studying labour markets and in helping design clearinghouses to fix... View Details

Keywords: Market Design; Marketplace Matching; Outcome or Result; Mathematical Methods

2008
Chapter

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

January 2020 (Revised May 2021)
Case

Salary Finance US

By: John R. Wells and Benjamin Weinstock

In October 2019, Dan Macklin, the newly-appointed chief executive of Salary Finance Inc., was weighing his options for the future of the business. The company’s value proposition was quite simple: partner with employers to offer employees affordable loans that were... View Details

Keywords: Employees; Credit; Financing and Loans; Wages; Innovation and Invention; Expansion; Growth Management; Decision Making; Financial Services Industry; United States

2023
Working Paper

The Stock Market and Bank Risk-Taking

By: David S. Scharfstein and Antonio Falato

Using confidential supervisory risk ratings, we document that banks increase risk after they go public compared to a control group of banks that filed to go public but withdrew their filings for plausibly exogenous reasons. The increase in risk increases short-term... View Details

Keywords: Risk and Uncertainty; Banks and Banking; Going Public; Performance; Stocks

March 2002 (Revised May 2002)
Case

Genzyme: Engineering the Market for Orphan Drugs

Genzyme has made money with external technology in orphan drug markets generally considered to be too small to be attractive to other drug companies. Now competition is entering these same markets, placing Genzyme's business model under new pressures. View Details

Keywords: Business Model; Information Technology; Market Entry and Exit; Biotechnology Industry; Pharmaceutical Industry

05 Dec 2017
Research & Ideas

What We've Learned from 101 Entrepreneurs in Emerging Markets

Harvard Business School’s exploration of the evolution of business leadership in Africa, Asia, and Latin America has reached an important milestone. This month the Creating... View Details

Keywords: by Sean Silverthorne

30 May 2019
Working Paper Summaries

US Antitrust Law and Policy in Historical Perspective

Keywords: by Laura Phillips Sawyer; Education

October 2010
Article

The Emerging Capital Market for Nonprofits

By: Robert S. Kaplan and Allen S. Grossman

Many of our largest and most successful companies today did not exist 50 years ago. During this same time interval, companies that ranked among top in the 1960s have disappeared, been merged out of existence, or become much smaller presences in the U.S. industrial... View Details

Keywords: Capital Markets; Investment Funds; Philanthropy and Charitable Giving; Corporate Accountability; Management Practices and Processes; Infrastructure; Corporate Social Responsibility and Impact; Performance Effectiveness; Nonprofit Organizations

Find at Harvard

May 2015 (Revised September 2015)
Case

Philips Healthcare: Marketing the HealthSuite Digital Platform

By: John A. Quelch and Margaret L. Rodriguez

In June 2014, leading healthcare and consumer technology company, Royal Philips ("Philips"), announced its HealthSuite Digital Platform to house healthcare data and enable applications used by physicians and patients. Philips had strong equity in the healthcare... View Details

Keywords: Health; Healthcare; Digital; Platform; Ecosystem; Health Care and Treatment; Technological Innovation; Information Technology; Product Development; Applications and Software; Digital Platforms; Health Industry; Medical Devices and Supplies Industry; Netherlands; United States