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      Marketing ResearchRemove Marketing Research →

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      • June 2013 (Revised November 2022)
      • Exercise

      Competition Simulator Exercise

      By: Eric J. Van den Steen
      In the Competition Simulator Exercise, students explore through trial and error some important economic foundations of competitive strategy and managerial economics. In particular, the nine simulator exercises let students explore horizontal differentiation with and... View Details
      Keywords: Competition; Economics; Game Theory; Competitive Strategy; Learning; Mathematical Methods; Analysis
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      Van den Steen, Eric J. "Competition Simulator Exercise." Harvard Business School Exercise 713-804, June 2013. (Revised November 2022.)
      • June–July 2013
      • Article

      Firm Rivalry, Knowledge Accumulation, and MNE Location Choices

      By: Juan Alcacer, Cristian Deszo and Minyuan Zhao
      The international business (IB) literature has mostly emphasized the impact of location and firm characteristics on location choices. However, industries with a significant presence of multinational enterprises (MNEs) are oligopolistic in nature, which suggests that... View Details
      Keywords: Geographic Location; Competition; Multinational Firms and Management; Knowledge Acquisition; Game Theory; Global Strategy
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      Alcacer, Juan, Cristian Deszo, and Minyuan Zhao. "Firm Rivalry, Knowledge Accumulation, and MNE Location Choices." Special Issue on The Multinational in Geographic Space. Journal of International Business Studies 44, no. 5 (June–July 2013): 504–520.
      • May 2013
      • Article

      The Stock Selection and Performance of Buy-Side Analysts

      By: Boris Groysberg, Paul Healy, George Serafeim and Devin Shanthikumar
      Prior research on equity analysts focuses almost exclusively on those employed by sell-side investment banks and brokerage houses. Yet investment firms undertake their own buy-side research and their analysts face different stock selection and recommendation incentives... View Details
      Keywords: Buy-side Analysts; Sell-side Analysts; Stock Recommendations; Recommendation Optimism; Recommendation Performance; Investment Recommendations; Conflicts Of Interest; Financial Markets; Financial Institutions; Financial Services Industry; United States
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      Groysberg, Boris, Paul Healy, George Serafeim, and Devin Shanthikumar. "The Stock Selection and Performance of Buy-Side Analysts." Management Science 59, no. 5 (May 2013): 1062–1075.
      • April 2013
      • Article

      In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard

      By: Elie Ofek and Jill Avery
      The article presents a fictional case study on new product development and improvement after the successful launch of a first breakthrough product. Topics include business planning for brand name products, finance and investment for the development of educational toys,... View Details
      Keywords: Innovation; Growth Strategy; Consumer Marketing; Marketing; Brand Management; Market Research; New Product Development; Marketing Management; Technology Commercialization; Technology; Brands and Branding; Marketing Strategy; Product Marketing; Consumer Products Industry; Electronics Industry; Technology Industry; North and Central America; United States
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      Ofek, Elie, and Jill Avery. "In Search of a Second Act: Riding the Popularity of a Great First Product Is Easy; Finding the Next One Is Hard." Harvard Business Review 91, no. 4 (April 2013): 133–137.
      • March 2013
      • Case

      An Entrepreneur's New Product Development Journey

      By: Elie Ofek
      This case tracks the new product development process undertaken by Gauri Nanda, the founder and CEO of Nanda Home, as she ventures to innovate beyond her initial product launches. Having achieved commercial success with her first product Clocky, a roll away alarm clock... View Details
      Keywords: Entrepreneurship; Decision Making; Product Development; Manufacturing Industry; Consumer Products Industry
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      Ofek, Elie. "An Entrepreneur's New Product Development Journey." Harvard Business School Case 513-098, March 2013.
      • 2013
      • Working Paper

      Entrepreneurs, Firms and Global Wealth since 1850

      By: G. Jones
      This working paper integrates the role of entrepreneurship and firms into debates on why Asia, Latin America and Africa were slow to catch up with the West following the Industrial Revolution and the advent of modern economic growth. It argues that the currently... View Details
      Keywords: Institutional Change; Political Economy; Emerging Economies; Developing Countries; Industrial Development; Culture; Human Capital; Economic History; History; Wealth and Poverty; Business History; Emerging Markets; Globalization; Developing Countries and Economies; Manufacturing Industry; Mining Industry; Service Industry; Latin America; Asia; North and Central America; Africa; South America; Europe
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      Jones, G. "Entrepreneurs, Firms and Global Wealth since 1850." Harvard Business School Working Paper, No. 13-076, March 2013.
      • 2013
      • Working Paper

      Managers and Market Capitalism

      By: Rebecca Henderson and Karthik Ramanna
      In a capitalist system based on free markets, do managers have responsibilities to the system itself? If they do, should these responsibilities shape their behavior when they are engaging in the political process in an attempt to structure the institutions of... View Details
      Keywords: Market Design; Economic Systems; Managerial Roles; Government and Politics
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      Henderson, Rebecca, and Karthik Ramanna. "Managers and Market Capitalism." Harvard Business School Working Paper, No. 13-075, March 2013. (Revised November 2013.)
      • March 2013
      • Article

      Misvaluing Innovation

      By: Lauren Cohen, Karl Diether and Christopher Malloy
      We demonstrate that a firm's ability to innovate is predictable, persistent, and relatively simple to compute, and yet the stock market ignores the implications of past successes when valuing future innovation. We show that two firms that invest the exact same in... View Details
      Keywords: Innovation; Return Predictability; R&D; Information; Forecasting and Prediction; Research and Development; Innovation and Invention
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      Cohen, Lauren, Karl Diether, and Christopher Malloy. "Misvaluing Innovation." Review of Financial Studies 26, no. 3 (March 2013): 635–666.
      • February 2013 (Revised December 2015)
      • Case

      Groom Energy Solutions: Selling Efficiency

      By: Michael W. Toffel, Kira R. Fabrizio and Stephanie van Sice
      Groom Energy Solutions helps organizations reduce their energy use and costs through the implementation of energy efficiency measures, which create long-term financial and environmental benefits. With early success serving customers in the cold storage and industrial... View Details
      Keywords: Groom Energy Solutions; Jon Guerster; Salem, MA; Energy Management; Energy Efficiency Paradox; Sustainability Management; Manufacturing; Cold Storage; Commercial Real Estate; Enterprise Smart Grid; Carbon Accounting; LED Lighting; Sustainability Research; Entrepreneurship; Environmental Entrepreneurship; Energy Entrepreneurship; Energy Services; Electricity; Startup; Expansion; Growth; Sustainability; Business Startups; Forecasting and Prediction; Energy Conservation; Revenue; Geographic Location; Human Resources; Management; Growth and Development Strategy; Market Entry and Exit; Operations; Service Delivery; Strategic Planning; Science; Environmental Sustainability; Climate Change; Society; Social Issues; Technology Adoption; Energy Industry; Green Technology Industry; Technology Industry; Utilities Industry; United States; Boston
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      Toffel, Michael W., Kira R. Fabrizio, and Stephanie van Sice. "Groom Energy Solutions: Selling Efficiency." Harvard Business School Case 613-054, February 2013. (Revised December 2015.)
      • February 2013
      • Article

      Institutions and Venture Capital

      By: Josh Lerner and Joacim Tag
      We survey the literature on venture capital and institutions and present a case study comparing the development of the venture capital market in the United States and Sweden. Our literature survey underscores that the legal environment, financial market development,... View Details
      Keywords: Venture Capital; Organizations; Taxation; Entrepreneurship; Financial Markets; United States; Sweden
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      Lerner, Josh, and Joacim Tag. "Institutions and Venture Capital." Industrial and Corporate Change 22, no. 1 (February 2013): 153–182.
      • Article

      When Talk Is "Free": The Effect of Tariff Structure on Usage Under Two- and Three-Part Tariffs

      By: Eva Ascarza, Anja Lambrecht and Naufel Vilcassim
      In many service industries, firms introduce three-part tariffs to replace or complement existing two-part tariffs. In contrast with two-part tariffs, three-part tariffs offer allowances, or “free” units of the service. Behavioral research suggests that the attributes... View Details
      Keywords: Pricing; Nonlinear Pricing; Discrete/continuous Choice Model; Three-part Tariffs; Free Products; Price; Consumer Behavior; Analysis; Learning; Risk and Uncertainty
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      Ascarza, Eva, Anja Lambrecht, and Naufel Vilcassim. When Talk Is "Free": The Effect of Tariff Structure on Usage Under Two- and Three-Part Tariffs. Journal of Marketing Research (JMR) 49, no. 6 (December 2012): 882–900.
      • November 2012
      • Case

      The Universalization of L'Oréal

      By: Rajiv Lal and Carin-Isabel Knoop
      In 2010, half of the world's cosmetics sales came from the so-called emerging markets for the first time; L'Oréal opened three new subsidiaries, in Egypt, Pakistan, and Kazakhstan; and the Paris, France-based cosmetics and personal care powerhouse declared its... View Details
      Keywords: Retailing; Marketing; Cosmetics Industry; L'Oreal; India; R&D; Globalization; Product Development; Research and Development; Emerging Markets; Retail Industry; Latin America; Asia; Middle East
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      Lal, Rajiv, and Carin-Isabel Knoop. "The Universalization of L'Oréal." Harvard Business School Case 513-001, November 2012.
      • November 2012
      • Case

      CSIRO: The Light Metals Flagship Decision

      By: Willy Shih, Margaret P. Pierson and Dawn Lau
      This case explores the challenge of investing in basic research as a public good. CSIRO was Australia's leading science and research agency, and it was chartered to enhance national prosperity through R&D. Its Flagships program was designed to align research interests... View Details
      Keywords: R&D; Basic Research; Government-funded Research; Public Goods; Extractive Industries; Metals; Metals Processing; Decision Choices and Conditions; Decisions; Globalized Markets and Industries; Growth and Development; Innovation Strategy; Technological Innovation; Research and Development; Science-Based Business; Technology Adoption; Technology Platform; Manufacturing Industry; Mining Industry; Oceania; Australia
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      Shih, Willy, Margaret P. Pierson, and Dawn Lau. "CSIRO: The Light Metals Flagship Decision." Harvard Business School Case 613-029, November 2012.
      • November–December 2012
      • Editorial

      Research Priorities of the Marketing Science Institute, 2012–2014

      By: John A. Deighton, Ross Rizley and Susan Keane
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      Deighton, John A., Ross Rizley, and Susan Keane. "Research Priorities of the Marketing Science Institute, 2012–2014." Marketing Science 31, no. 6 (November–December 2012): 873–877. (Editorial.)
      • September 2012 (Revised November 2014)
      • Case

      Cialis Lifecycle Management: Lilly's BPH Dilemma

      By: Elie Ofek and Natalie Kindred
      How should Eli Lilly further develop and market a new indication of its highly successful erectile-dysfunction (ED) drug, Cialis, without confusing Cialis's hard-won brand equity with physicians and patients? With the final stages of clinical trials for the new... View Details
      Keywords: Product Positioning; Attitudes; Brands and Branding; Pharmaceutical Industry; United States
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      Ofek, Elie, and Natalie Kindred. "Cialis Lifecycle Management: Lilly's BPH Dilemma." Harvard Business School Case 513-005, September 2012. (Revised November 2014.)
      • Fall 2012
      • Article

      Innovation Strategy and Entry Deterrence

      By: Ozge Turut and Elie Ofek
      We model an incumbent's decision to pursue radical or incremental innovation when facing a rival entrant. The radical innovation may yield lucrative financial returns but entails significant technological and market-related uncertainties. It is also particularly... View Details
      Keywords: Competition; Innovation Strategy; Risk and Uncertainty; Markets; Mathematical Methods
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      Turut, Ozge, and Elie Ofek. "Innovation Strategy and Entry Deterrence." Journal of Economics & Management Strategy 12, no. 3 (Fall 2012).
      • 2012
      • Article

      Mutual Fund Trading Pressure: Firm-Level Stock Price Impact and Timing of SEOs

      By: Mozaffar N. Khan, Leonid Kogan and George Serafeim
      In tests of the equity market timing theory of external finance, the prior literature has used overvaluation identifiers such as high market-to-book and high prior returns that are likely correlated with other determinants of SEOs. We use price pressure resulting from... View Details
      Keywords: Equity; Market Transactions; Valuation; Capital Structure; Market Timing; Mathematical Methods; Acquisition
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      Khan, Mozaffar N., Leonid Kogan, and George Serafeim. "Mutual Fund Trading Pressure: Firm-Level Stock Price Impact and Timing of SEOs." Journal of Finance 67, no. 4 (August 2012): 1371–1395.
      • July 2012 (Revised April 2014)
      • Case

      Research In Motion: The Mobile OS Platform War

      By: Alan MacCormack, Brian Dunn and Chris F. Kemerer
      The case describes competition in the market for smart phones in the US, and the position of one player, Research In Motion (RIM) who manufacture the popular Blackberry line of products. Early in 2011, RIM is in trouble. Its stock price has plummeted, amidst poor... View Details
      Keywords: Innovation; Product Development; Technology Strategy; Platform Strategy; Software; Hardware; Technological Innovation; Innovation Strategy; Information Infrastructure; Mobile and Wireless Technology; Digital Platforms; Applications and Software; Telecommunications Industry; Technology Industry; Canada; United States
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      MacCormack, Alan, Brian Dunn, and Chris F. Kemerer. "Research In Motion: The Mobile OS Platform War." Harvard Business School Case 613-001, July 2012. (Revised April 2014.)
      • July 2012
      • Article

      Discrete Choice Cannot Generate Demand That Is Additively Separable in Own Price

      By: Sonia Jaffe and Scott Duke Kominers
      We show that in a unit demand discrete choice framework with at least three goods, demand cannot be additively separable in own price. This result sharpens the analogous result of Jaffe and Weyl (2010) in the case of linear demand and has implications for testing of... View Details
      Keywords: Discrete Choice; Unit Demand; Separable Demand; Linear Demand; Demand and Consumers; Market Design; Mathematical Methods; Economics
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      Jaffe, Sonia, and Scott Duke Kominers. "Discrete Choice Cannot Generate Demand That Is Additively Separable in Own Price." Economics Letters 116, no. 1 (July 2012): 129–132.
      • Article

      Testing Substitutability

      By: John William Hatfield, Nicole Immorlica and Scott Duke Kominers
      We provide an algorithm for testing the substitutability of a length-N preference relation over a set of contracts X in time O(|X|3⋅N3). Access to the preference relation is essential for this result: We show that a substitutability-testing algorithm with access only... View Details
      Keywords: Substitutability; Matching; Communication Complexity; Preference Elicitation; Marketplace Matching; Communication; Mathematical Methods; Economics
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      Hatfield, John William, Nicole Immorlica, and Scott Duke Kominers. "Testing Substitutability." Games and Economic Behavior 75, no. 2 (July 2012): 639–645.
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