Publications

SSRN

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April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

13 May 2019
News

Reading the Market

December 2009
Supplement

TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)

By: V. Kasturi Rangan and Sunru Yong

Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing; Product Launch; Brands and Branding

07 Jun 2019
Working Paper Summaries

Reflexivity in Credit Markets

Keywords: by Robin Greenwood, Samuel G. Hanson, and Lawrence J. Jin

September 2020 (Revised July 2022)
Teaching Note

Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza

Teaching Note for HBS No. 521-020. This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and... View Details

Keywords: Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Decision Making; Ethics; Customer Relationship Management; Retail Industry; Technology Industry; Apparel and Accessories Industry; United States

September 2002
Background Note

Business Marketing Course Overview

By: Das Narayandas

Provides an overview of the Business Marketing course taught at HBS. View Details

Keywords: Business Education; Curriculum and Courses; Marketing; Education Industry

Web

Marketing & Sales Programs

Forthcoming
Article

Reflexivity in Credit Markets

By: Robin Greenwood, Samuel G. Hanson and Lawrence J. Jin

Reflexivity is the idea that investors' biased beliefs affect market outcomes and that market outcomes in turn affect investors’ future biases. We develop a dynamic behavioral model of the credit cycle featuring this two-way feedback loop. Investors form beliefs about... View Details

Keywords: Reflexivity; Attitudes; Financial Markets; Forecasting and Prediction; Investment; Credit

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January 2012 (Revised March 2014)
Module Note

Managers and Market Capitalism

By: Rebecca Henderson and Karthik Ramanna

The last thirty years have seen the widespread embrace of market capitalism as not only a highly efficient form of economic organization but also as one that best meets the diversity of human preferences. In large, complex societies, an increasing body of theoretical... View Details

Keywords: Economic Systems; Management

January–February 2023
Article

External Interfaces and Internal Processes: Market Positioning and Divergent Professionalization Paths in Young Ventures

By: Alicia DeSantola, Ranjay Gulati and Pavel Zhelyazkov

We explore how the initial market positioning of entrepreneurial ventures shapes how they professionalize over time, focusing specifically on the development of functional roles. In contrast to existing literature, which has presumed a uniform march toward... View Details

Keywords: Market Positioning; Professionalization; Scaling; Entrepreneurship; Strategy; Business Startups; Growth and Development; Organizational Structure

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04 Feb 2015
Working Paper Summaries

Markets with Price Coherence

Keywords: by Benjamin Edelman & Julian Wright

Research Summary

Drivers of market entry

In this paper, I look at the selection of markets for entry. Specifically, regulation in the US pharmaceutical industry allows generic firms to try and enter the market prior to the expiration of patents. This work aims to understand what drives market entry,... View Details

August 2003 (Revised July 2004)
Case

Marketing at The Vanguard Group

By: John A. Quelch and Carin-Isabel Knoop

Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light... View Details

Keywords: Marketing Strategy; Segmentation

February 2011 (Revised February 2012)
Case

Online Marketing at Big Skinny

By: Benjamin Edelman and Scott Duke Kominers

Describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. Provides concise introductions to the key features of each... View Details

Keywords: Advertising Campaigns; Digital Marketing; Resource Allocation; Marketing Strategy; Performance Evaluation; Internet and the Web; Retail Industry

19 Nov 2016
News

The Trump marketing strategy

February 1982 (Revised August 1985)
Case

U.S. Retail Coffee Market (A)

Set in mid-1978, this case covers all aspects of the U.S. retail coffee market both cross-sectionally and historically. The market is recovering from dramatic price rises and volume drops. The overall issue is the forecast of future market evolution and the... View Details

Keywords: Marketing Strategy; Industry Growth; Market Timing; Retail Industry; Food and Beverage Industry; United States

2014
Other Teaching and Training Material

Marketing Reading: Customer Management

By: Sunil Gupta

This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or... View Details

Keywords: Customer Acquisition; Customer Churn; Customer Profitability Analysis; Customer Retention; Firm Value; Organizational Structure