Publications

Educators

Web

Online Digital Marketing Strategy Course | HBS Online

objectives, metrics, target audiences, and value proposition to position your product or service for success Discover how to acquire and retain customers through paid, owned,... View Details

29 Jul 2013
News

Opening New Markets for Black South African Winemakers

people could understand that luxury goods could come out of Africa." At the wine festival, Cuffe had met Vivian Brutus Kleynhans, one of seven sisters who produced a selection of various wines, aptly named Seven Sisters, each one designed... View Details

Keywords: wine; wine making; wine importing; Food and Beverage Stores; Food and Beverage Stores; Food and Beverage Stores; Food and Beverage Stores

09 Mar 2003
Research & Ideas

Six Keys to Building New Markets by Unleashing Disruptive Innovation

and disruptive opportunities; the "schools of experience" theory informs hiring decisions. 4. Don't try to change your customers—help them. Faulty market segmentation... View Details

Keywords: by Clayton M. Christensen, Michael E. Raynor & Scott D. Anthony

2008
Working Paper

Fixing Market Failures or Fixing Elections? Agricultural Credit in India

By: Shawn A. Cole

This paper integrates theories of political budget cycles with theories of tactical electoral redistribution to test for political capture in a novel way. Studying banks in India, I find that government-owned bank lending tracks the electoral cycle, with agricultural... View Details

Keywords: Agribusiness; Banks and Banking; Financing and Loans; Political Elections; State Ownership; Banking Industry; India

September 2009
Article

Targeted Advertising as a Signal

By: Bharat Anand and Ron Shachar

Keywords: Advertising

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May 2010
Article

Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions

By: Benjamin Edelman and Michael Schwarz

We characterize the optimal (revenue maximizing) auction for sponsored search advertising. We show that a search engine's optimal reserve price is independent of the number of bidders and independent of the rate at which click-through rate declines over positions. We... View Details

Keywords: Auctions; Revenue; Advertising; Search Technology; Price; Bids and Bidding

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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

Educators

16 Sep 2017
News

Google and Facebook Face Criticism for Ads Targeting Racist Sentiments

Fast Answer

HBS Alumni Research Tips: Finding Market Data & Insights

How can alumni search for market data, trends, and insights? Statista is a user-friendly aggregator of statistical data from more than 20,000 sources worldwide. Follow instructions to register for a free... View Details

06 Aug 2008
Working Paper Summaries

Fixing Market Failures or Fixing Elections? Agricultural Credit in India

Keywords: by Shawn A. Cole; Banking

Article

A Brand's Eye View of Response Segmentation in Consumer Choice Behavior

By: Randolph E. Bucklin, Sunil Gupta and Sangman Han

Keywords: Brands and Branding; Segmentation; Decision Choices and Conditions; Customers; Behavior

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May 2010
Supplement

Flare Fragrances Company, Inc.: Analyzing Growth Opportunities, Spreadsheet Supplement (Brief Case)

By: John A. Quelch and Lisa D. Donovan

Keywords: Quantitative Analysis; Market Segmentation; Product Introduction; New Product Marketing; Product Lines; Product Positioning; Distribution; Analysis; Product Launch

This paper estimates the effect of presentation of information on financial markets, using quasi-random variation in prominent "front page" positioning of news on the Bloomberg... View Details

2017
Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details

Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research

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18 Sep 2017
Research & Ideas

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

target market and they don’t care if they alienate others.” “The challenge is to find the nugget of insight from this huge amount of data” Not every brand can get away with... View Details

Keywords: by Dina Gerdeman; Advertising; Technology

December 2000 (Revised March 2001)
Background Note

Strategic Use of Music in Marketing, The: A Selective Review

By: Gerald Zaltman and Nancy Puccinelli

Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas. View Details

Keywords: Communication Intention and Meaning; Music Entertainment; Marketing Strategy; Consumer Behavior; Behavior

Educators

Working Paper

Diversification as an Adaptive Learning Process: An Empirical Study of General-Purpose and Market-Specific Technological Know-How in New Market Entry

By: Dominika Kinga Randle and Gary P. Pisano

An enduring trait of modern corporations is their propensity to diversify into multiple lines of business. Penrosian theories conceptualize diversification as a strategy to exploit a firm’s fungible, yet “untradeable,” resources and point to redeployment of... View Details

Keywords: Growth and Development Strategy; Technology Adoption; Diversification; Market Entry and Exit; Transformation

September 2023
Article

(Not) Paying for Diversity: Repugnant Market Concerns Associated with Transactional Approaches to Diversity Recruitment

By: Summer R. Jackson

In a 20-month ethnographic study, I examine how a technology firm, ShopCo (a pseudonym), considered 13 different recruitment platforms to attract racial minority engineering candidates. I find that when choosing whether to adopt recruitment platforms focused on racial... View Details

Keywords: Technology Adoption; Recruitment; Race; Organizational Change and Adaptation