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  • All HBS Web  (13,782)
    • People  (13)
    • News  (3,522)
    • Research  (7,013)
    • Events  (174)
    • Multimedia  (286)
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  • Article

A Theories-in-Use Approach to Building Marketing Theory

By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research... View Details
Keywords: Building Theory; Grounded Theory; Theories-in-use; Theory Construction; Theory Development; Marketing; Knowledge; Theory
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Zaltman, G., Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli, and Wolfgang Ulaga. "A Theories-in-Use Approach to Building Marketing Theory." Journal of Marketing 84, no. 1 (January 2020): 32–51.
  • June 1996 (Revised November 1996)
  • Background Note

Economic Gains from Trade, The: Theories of Strategic Trade

The theory of competitive advantage is one of the most widely accepted economic principles among economists. The theory, as well as substantial historical evidence, suggest that free trade raises national income, while government intervention in trade relations... View Details
Keywords: Competitive Advantage; Trade
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Kennedy, Robert E. "Economic Gains from Trade, The: Theories of Strategic Trade." Harvard Business School Background Note 796-184, June 1996. (Revised November 1996.)
  • Web

Program Details - Doctoral

Program for Research in Markets & Organizations Program Details 0ms Program Dates The dates for Summer 2025 will be between June 2025 - August 2025. Program Eligibility PRIMO is open to continuing students (rising sophomores, juniors, or... View Details
  • 02 Jan 2007
  • Research & Ideas

Most Popular Articles of 2006

anything having to do with globalization. But in 2006, some new areas of HBS faculty research began to emerge that also struck a chord with readers. These included the business of open source, how network effects impact everything from... View Details
Keywords: by Sean Silverthorne
  • 17 Mar 2021
  • Research & Ideas

Beyond Pajamas: Sizing Up the Pandemic Shopper

When working professionals were shifting to home offices a year ago as COVID-19 was spreading, comedians and pundits predicted that people would no longer need bras and pants that aren’t stretchy. Instead customers would make room for pajamas and athleisure wear. Only... View Details
Keywords: by Ayelet Israeli, Eva Ascarza, and Laura Castrillo; Retail
  • 2013
  • Other Unpublished Work

Comments on Commitments in AT.39740 — Google

By: Benjamin Edelman and Zhenyu Lai
We evaluate Google's proposed Commitments in light of our research on the effects of Google Flight Search on traffic to competing online travel agencies. View Details
Keywords: Competition; Regulation; Google; Bias; Law; Internet; Search Technology; Technology Networks; European Union
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Edelman, Benjamin, and Zhenyu Lai. "Comments on Commitments in AT.39740 — Google." May 2013. (Comments to European Commission - DG Comp.)
  • January 2009 (Revised November 2009)
  • Background Note

Adult Life Stages

By: John A. Davis
This note describes basic concepts of adult life stage theory and summarizes Daniel Levinson's research findings on the adult development of men and women. View Details
Keywords: Transition; Motivation and Incentives; Behavior; Personal Development and Career; Organizational Culture; Gender
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Davis, John A. "Adult Life Stages." Harvard Business School Background Note 809-097, January 2009. (Revised November 2009.)
  • Video

Rakesh Khurana presents "The Double-Edged Sword of Elite Education"

  • 20 Nov 2015
  • News

Money really can buy happiness, Harvard prof says

  • January 1990 (Revised February 1990)
  • Case

MSA: The Software Company--Planning the AMAPs Product Line

By: Robert J. Dolan
MSA has commissioned a major market research study to assess demand potential for a computer software system designed for aerospace and defense contractors. Students must evaluate the results of the study (including a conjoint analysis) to assess whether MSA should... View Details
Keywords: Product; Marketing; Mathematical Methods; Software
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Dolan, Robert J. "MSA: The Software Company--Planning the AMAPs Product Line." Harvard Business School Case 590-069, January 1990. (Revised February 1990.)
  • 02 Feb 2016
  • First Look

February 2, 2016

forthcoming Journal of Accounting Research Causal Inference in Accounting Research By: Gow, Ian D., David F. Larcker, and Peter C. Reiss Abstract—This paper examines the approaches accounting View Details
Keywords: Sean Silverthorne
  • April 2023 (Revised February 2024)
  • Case

AI Wars

By: Andy Wu, Matt Higgins, Miaomiao Zhang and Hang Jiang
In February 2024, the world was looking to Google to see what the search giant and long-time putative technical leader in artificial intelligence (AI) would do to compete in the massively hyped technology of generative AI. Over a year ago, OpenAI released ChatGPT, a... View Details
Keywords: AI; Artificial Intelligence; AI and Machine Learning; Technology Adoption; Competitive Strategy; Technological Innovation
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Wu, Andy, Matt Higgins, Miaomiao Zhang, and Hang Jiang. "AI Wars." Harvard Business School Case 723-434, April 2023. (Revised February 2024.)
  • 14 Mar 2014
  • News

In Grief, Try Personal Rituals

  • 15 Oct 2019
  • News

Fighting Poverty With Field Experiments: the Nobel Laureates’ Revolution

  • 03 Oct 2023
  • What Do You Think?

Do Leaders Learn More From Success or Failure?

available knowledge; and finally the failure is as small as it can be to still provide valuable insights.” She adds the bonus that “the failure’s lessons are learned and used to guide next steps.” Failures can’t benefit us if they aren’t reported. Edmondson found in... View Details
Keywords: by James Heskett
  • October 1995 (Revised January 1998)
  • Case

Heineken N.V.: Global Branding and Advertising

By: John A. Quelch
Heineken managers are evaluating the results of the research projects designed to identify the values of the Heineken brand and to translate these into effective advertising messages. View Details
Keywords: Value; Advertising Campaigns; Globalization; Brands and Branding; Food and Beverage Industry
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Quelch, John A. "Heineken N.V.: Global Branding and Advertising." Harvard Business School Case 596-015, October 1995. (Revised January 1998.)
  • 19 Nov 2019
  • News

Study shows working from home can benefit employees and companies

  • 26 Apr 2024
  • HBS Case

Deion Sanders' Prime Lessons for Leading a Team to Victory

organizations to move forward.” Gibson cowrote the case with Nicole Gilmore, director of talent development at MITRE; and Alicia Dadlani, director of the Mid-US Research Center at HBS. Sanders plays in Super Bowl and World Series Even... View Details
Keywords: by Avery Forman; Sports
  • 26 Apr 2018
  • HBS Seminar

Olav Sorenson, Yale University

    John W. Pratt

    John W. Pratt is a professor of business administration, emeritus, at Harvard Business School. He was educated at Princeton and Stanford, specializing in mathematics and statistics. Except for two years at the University of Chicago, and a sabbatical in Kyoto on a... View Details

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