Market Research - Publications - Faculty & Research

February 2000 (Revised June 2003)
Case

Pepcid AC: Racing to the OTC Market

By: Charles King III, Alvin J. Silk, Ernst R. Berndt and Lisa R. Klein

Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. View Details

Keywords: Competitive Advantage; Product Positioning; Markets; Research; Marketing Strategy; Product Development; Decision Choices and Conditions; Pharmaceutical Industry

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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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27 Jun 2017
First Look

First Look at New Research and Ideas, June 27

evidence consistent with market participants perceiving staggered boards to be value reducing. Amihud and Stoyanov (2016) (AS2016) contests these findings, reporting some specifications under which the results are not statistically... View Details

Keywords: Sean Silverthorne

September 1991 (Revised January 1992)
Case

Allegheny Ludlum: Research and Engineering Resource Allocation

By: Dorothy Leonard-Barton and Geoffrey K. Gill

Allegheny Ludlum's (AL) technical vice president, Jack Shilling faces the task of determining how to allocate engineering resources among five areas of technology. AL's technology organization has great strategic importance and has therefore been untouched by the... View Details

Keywords: Engineering; Resource Allocation; Information Technology; Policy; Leadership; Decisions; Competency and Skills; Projects; Joint Ventures; Strategy; Electronics Industry; Technology Industry

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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

Teaching Interest

Information in Financial Markets (Econ 970, Spring 2016)

Second-year undergraduate course covering various aspects of information propagation in financial markets. The course is divided into four units. We begin by covering canonical pricing anomalies that illustrate the importance of information distribution and... View Details

2022
Chapter

Coordinating Marketing and Sales in B2B Organizations

By: Frank V. Cespedes

This chapter focuses on the topic of coordinating marketing and sales in Business-to-Business (B2B) organizations. It provides an historical overview, indicating that this is not a new issue facing firms, that the business press has outlined a recurring set of... View Details

Keywords: Marketing; Practice; Research; Sales

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26 Sep 2017
First Look

First Look at New Research and Ideas, September 26, 2017

Leemore S., Igal Hendel, Victoria Marone, and Christopher Ody Abstract—Anecdotal reports and systematic research highlight the prevalence of narrow-network plans on the Affordable Care Act’s health insurance Marketplaces. At the same... View Details

Keywords: Sean Silverthorne

30 May 2017
First Look

First Look at New Research and Ideas, May 30

Despite recent advances in our understanding of how locations impact the creation and appropriation of value by firms, the speed of these changes has often surpassed the speed of research on the connections between geography and firms.... View Details

Keywords: Sean Silverthorne

06 Feb 2018
First Look

First Look at New Research and Ideas: February 6, 2018

history? American Capitalism presents a sampling of cutting-edge research from prominent scholars. These broad-minded and rigorous essays venture new angles on finance, debt, and credit; women’s rights; slavery and political economy; the... View Details

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

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

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

require. “Without a soul, without human insight, the capabilities of the machine will be limited,” a group of 13 marketing scholars write in their working paper, Soul and Machine (Learning), which takes a high-level view of the present... View Details

Keywords: by Kristen Senz

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

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

13 Jun 2017
First Look

First Look at New Research and Ideas, June 13

religious employer allow his employees access to contraceptives or break with healthcare legislation? People and organizations of faith often face moral decisions that have significant consequences. Research in psychology found that... View Details

Keywords: Sean Silverthorne

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

March 2010
Article

Calculating, Creating, and Claiming Value in Business Markets: Status and Research Agenda

By: Gary L. Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang

A key challenge facing business marketers surrounds developing a deeper understanding of customer needs. We conceptualize that challenge as having three dimensions: calculating, creating, and claiming value. We discuss key problems, new developments and research... View Details

Keywords: Value Creation; Problems and Challenges; Research; Customer Relationship Management

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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

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