Publications

July 1996 (Revised January 1998)
Case

Vietnam: Market Entry Decisions

The management of three U.S. multinationals have to decide whether to enter the Vietnam market and, if so, how. View Details

Keywords: Multinational Firms and Management; Market Entry and Exit; Emerging Markets; Viet Nam; United States

October 11, 2005
Article

Ambidextrous Marketing

By: John A. Quelch

Read Now

July 1993
Supplement

Marketing Management--1993

By: John A. Quelch

October 1992 (Revised December 1992)
Case

Marketing Massachusetts

By: John A. Quelch

March 1996
Case

Erox Corporation: Leverage Marketing

Erox Corp. is a biotechnology start-up that creates products containing synthetic human pheromones. It was founded in 1989, went public in 1993, and brought in a turnaround team in 1994. Sales ramped from $110,000 in 1993 to over $1 million in 1994, with prospects for... View Details

Keywords: Marketing Communications; Entrepreneurship; Biotechnology Industry

2022
Working Paper

Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories

By: Rory McDonald

For a new market category to materialize, someone must actively bring it into existence. Yet it remains a mystery how entrepreneurs, whose resources are stretched thin, can accomplish this task. Prior research emphasizes the importance of market-shaping... View Details

Keywords: Nascent Markets; New Categories; Innovation; Qualitative Methods; Emerging Markets; Strategy; Cultural Entrepreneurship; Innovation and Invention

Article

Integrated Strategy: Residual Market and Exchange Imperfections as the Foundation of Sustainable Competitive Advantage

By: Felix Oberholzer-Gee and Dennis Yao

Market imperfections are central to understanding the mechanisms that permit firms to capture value. Many of these imperfections are competed away when firms struggle to attain and defend competitive advantages, making markets more efficient in the process. The... View Details

Keywords: Integrated Strategy; Nonmarket Strategy; Market Imperfections; Strategy; Competitive Advantage; Governing Rules, Regulations, and Reforms

December 2014
Article

Market Competition, Earnings Management, and Persistence in Accounting Profitability Around the World

By: Paul M. Healy, George Serafeim, Suraj Srinivasan and Gwen Yu

We examine how cross-country differences in product, capital, and labor market competition, and earnings management affect mean reversion in accounting return on assets. Using a sample of 48,465 unique firms from 49 countries, we find that accounting returns mean... View Details

Keywords: Corporate Performance; Valuation; Equity Valuation; Persistence; Competitive Advantage; Institutions; Earnings Management; Labor Market; Capital Markets; Competition; Profit; Performance; Supply and Industry; Financial Statements; Government and Politics; Globalized Markets and Industries

SSRN

14 Feb 2011
News

Clay Christensen's Milkshake Marketing

October 2016
Supplement

Moshe Kahlon: Telecommunications Reform and Competition in Israel's Cellular Market (B)

By: Joshua Margolis, Amram Migdal and Kerry Herman

The case complements “Moshe Kahlon: Telecommunications Reform and Competition in Israel’s Cellular Market (A),” HBS case number 417-017, which addresses reforms to regulations in Israel’s telecommunications industry initiated and implemented under the leadership of... View Details

07 Jun 2019
Working Paper Summaries

Reflexivity in Credit Markets

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

Article

Exchange Rates and Foreign Direct Investment: An Imperfect Capital Markets Approach

By: K. A. Froot and Jeremy Stein

Keywords: Corporate Finance; Market Imperfections; Foreign Direct Investment; Markets; Financial Instruments; Asset Pricing

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

February 2000 (Revised April 2003)
Case

InSite Marketing Technology (A)

By: Lynda M. Applegate, Genevieve J.S. Feraud and Sheila L Marcelo

Introduces students to products and services that improve customers' online shopping experience. Also discusses the challenges of marketing new product concepts and finding funding for start-up ventures. View Details

Keywords: Customer Focus and Relationships; Financing and Loans; Technological Innovation; Business or Company Management; Marketing Strategy; Product Launch; Service Delivery; Competitive Strategy; Competitive Advantage; Service Industry; Web Services Industry

Brand-new markets are like the wormholes of science fiction, where the usual rules of time and space do not apply. When a market has just been born, the forces of competition there are constantly in flux, it's unclear who your customers really are, and conventional... View Details

04 Feb 2015
Working Paper Summaries

Markets with Price Coherence

Keywords: by Benjamin Edelman & Julian Wright

May 2009 (Revised January 2011)
Case

HubSpot: Inbound Marketing and Web 2.0

By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod

This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial... View Details

Keywords: Customer Relationship Management; Entrepreneurship; Price; Growth and Development Strategy; Marketing Communications; Social and Collaborative Networks; Segmentation; Web