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  • 21 Jun 2010
  • Research & Ideas

Strategy and Execution for Emerging Markets

therefore focus their research worldwide, not just on the BRICs. “Often the main prize today is the emerging middle class, which aspires to consume world class products at lower price points." -Krishna G. Palepu "We have been studying... View Details
Keywords: by Martha Lagace
  • June 2020
  • Teaching Note

Understanding the Brand Equity of Nestlé Crunch Bar

By: Jill Avery and Gerald Zaltman
Teaching Note for HBS Case Nos. 519-061 and 519-062. In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the... View Details
Keywords: Brand Management; Brand Storytelling; Brand Equity; Market Research; Qualitative Methods; Marketing; Brands and Branding; Marketing Communications; Consumer Behavior; Marketing Strategy; Food and Beverage Industry
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Avery, Jill, and Gerald Zaltman. "Understanding the Brand Equity of Nestlé Crunch Bar." Harvard Business School Teaching Note 520-124, June 2020.
  • 02 Aug 2010
  • Research & Ideas

Modern Indian Art: The Birth of a Market

Market categories—SUVs, smartphones, hip replacement surgeons—help facilitate commerce and other "market exchanges" by providing a basis for comparison and valuation. If I am hunting for a new SUV, for example, I can quickly... View Details
Keywords: by Sean Silverthorne
  • 05 May 2003
  • What Do You Think?

Is This a Golden Era for Marketing Productivity?

Summing Up Questions raised in this month's column about the possibility of an era of marketing productivity based on innovative research techniques evoked a number of skeptical comments. However, in defense... View Details
Keywords: by James Heskett
  • 03 Mar 2003
  • Research & Ideas

The Basics of Consumer Marketing in Asia

of the audience asked Duan how companies obtain market research about Chinese consumers. Not easily, as it turns out. "Our best tools are our two legs," he said, because there are few companies... View Details
Keywords: by Julie Jette
  • 29 Aug 2017
  • First Look

First Look at New Research and Ideas, August 29

beliefs about their place in these distributions. We focus on potential causes that lead to these misperceptions and discuss the implications that misperceived inequality—but not actual inequality—have for policy and redistribution preferences. We conclude by... View Details
Keywords: Sean Silverthorne
  • June 2015 (Revised January 2017)
  • Case

Epistar and the Global LED Market

By: Willy C. Shih, Chen-Fu Chien and Hung-Kai Wang
It took BJ Lee many years to learn how to navigate the patent minefield that was the global LED industry. When his company was first spun off from the Industrial Technology Research Institute in Taiwan, he thought the essence of a good IP strategy was to develop a... View Details
Keywords: Intellectual Property Management; Patenting; Patent Litigation; Intellectual Property; Patents; Electronics Industry; Semiconductor Industry; Asia; United States; Japan; Taiwan
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Shih, Willy C., Chen-Fu Chien, and Hung-Kai Wang. "Epistar and the Global LED Market." Harvard Business School Case 615-053, June 2015. (Revised January 2017.)
  • 08 Dec 2015
  • Research Event

Research Trends Discussed at India and South Asia Conference

Scholars from around the world discussed the history and current business trends in India and Southeast Asia at Harvard Business School. The Business History of India and South Asia: Recent Trends in Research conference covered topics... View Details
Keywords: by Dina Gerdeman; Education
  • July 2010 (Revised December 2011)
  • Background Note

Marketing Analysis Toolkit: Pricing and Profitability Analysis

By: Thomas J. Steenburgh and Jill Avery
Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details
Keywords: Forecasting and Prediction; Price; Profit; Management Analysis, Tools, and Techniques; Marketing Strategy; Demand and Consumers; Measurement and Metrics; Strategic Planning; Mathematical Methods; Retail Industry
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Pricing and Profitability Analysis." Harvard Business School Background Note 511-028, July 2010. (Revised December 2011.)
  • 2008
  • Working Paper

An Investigation of Earnings Management through Marketing Actions

By: Craig James Chapman and Thomas J. Steenburgh

Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details

Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry
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Chapman, Craig James, and Thomas J. Steenburgh. "An Investigation of Earnings Management through Marketing Actions." Harvard Business School Working Paper, No. 08-073, February 2008. (Revised February 2009, December 2009, June 2010, July 2010.)
  • Article

Value of Information with Sequential Futures Markets

By: Jerry R. Green
The effects of an improvement in information on the efficiency of risk-bearing are studied under various systems of incomplete markets. With sequential futures markets for uncontingent delivery, the welfare effects are indeterminate in sign, except under special... View Details
Keywords: Information; Financial Markets; Mathematical Methods
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Green, Jerry R. "Value of Information with Sequential Futures Markets." Econometrica 49, no. 2 (March 1981): 335–358.
  • August 2014
  • Technical Note

Conjoint Analysis: A Do it Yourself Guide

By: Elie Ofek and Olivier Toubia
Conjoint Analysis has become one of the most commonly used quantitative market research methods. It has been successfully employed across a wide variety of industries to quantify consumer preferences for products and services. This technical note is intended to provide... View Details
Keywords: Market Research; Conjoint Analysis; Consumer Preferences; Segmentation; Product Development; Demand Measurement; Demand and Consumers; Analysis; Markets
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Ofek, Elie, and Olivier Toubia. "Conjoint Analysis: A Do it Yourself Guide." Harvard Business School Technical Note 515-024, August 2014.
  • 07 Jul 2020
  • Research & Ideas

Market Investors Pay More for Resilient Companies

The steep market drop in the early days of the COVID-19 crisis is being used as a laboratory to study the importance of companies investing in stakeholder relations with their employees, suppliers, and customers, and how those investments could be strategic resources... View Details
Keywords: by Kristen Senz; Financial Services
  • July 2023
  • Case

DayTwo: Going to Market with Gut Microbiome (Abridged)

By: Ayelet Israeli
DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals. After a first year of trial rollout in... View Details
Keywords: Business Startups; AI and Machine Learning; Nutrition; Market Entry and Exit; Product Marketing; Distribution Channels
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Israeli, Ayelet. "DayTwo: Going to Market with Gut Microbiome (Abridged)." Harvard Business School Case 524-015, July 2023.
  • Research Summary

The Role of Capital Markets in the Digital Economy

This topic of research is motivated by the rapid rise of digital adoption in firms across the economy and capital market participants’ growing interest in this phenomenon. My work studies how investors are responding to digitization, provides insights on the... View Details
  • 2021
  • Working Paper

Which Markets (Don't) Drive Pharmaceutical Innovation? Evidence From U.S. Medicaid Expansions

By: Craig Garthwaite, Rebecca Sachs and Ariel Dora Stern
Pharmaceutical innovation policy involves managing a tradeoff between high prices for new products in the short-term and stronger incentives to develop products for the future. Prior research has documented a causal relationship between market size and pharmaceutical... View Details
Keywords: Pharmaceuticals; Medicaid; Innovation and Invention; Policy; Markets; Research and Development; Pharmaceutical Industry
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Garthwaite, Craig, Rebecca Sachs, and Ariel Dora Stern. "Which Markets (Don't) Drive Pharmaceutical Innovation? Evidence From U.S. Medicaid Expansions." NBER Working Paper Series, No. 28755, May 2021.
  • 27 Oct 2002
  • Research & Ideas

Want a Happy Customer? Coordinate Sales and Marketing

To other functional departments such as finance and operations, the sales and marketing functions look alike. After all, they are both "outward looking," focused on the customer and the market. But, creating a strong View Details
Keywords: by Benson Shapiro
  • 19 Jan 2011
  • Research & Ideas

Activist Board Members Increase Firm’s Market Value

conduct an impromptu experiment. They hypothesized that the market reaction to the SEC announcement could help determine whether increasing shareholder power would be considered good or bad in the eyes of the stock market. They detail... View Details
Keywords: by Carmen Nobel
  • 2023
  • Working Paper

The Market for CEOs: Evidence from Private Equity

By: Paul A. Gompers, Steven N. Kaplan and Vladimir Mukharlyamov
Most research on the CEO labor market studies public company CEOs while largely ignoring CEOs in private equity (PE) funded companies. We fill this gap by studying the market for CEOs among U.S. companies purchased by PE firms in large leveraged buyout transactions.... View Details
Keywords: CEOs; Jobs and Positions; Ownership; Recruitment
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Gompers, Paul A., Steven N. Kaplan, and Vladimir Mukharlyamov. "The Market for CEOs: Evidence from Private Equity." NBER Working Paper Series, No. 30899, April 2022. (Revised January 2023.)
  • 01 Aug 2017
  • First Look

First Look at New Research and Ideas, August 1

basis for specifying the responsibilities of business managers. The second is framing the role of business in society by looking to the values realized by the basic building blocks of contemporary economic activity, i.e., markets and... View Details
Keywords: Sean Silverthorne
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