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  • All HBS Web  (543)
    • News  (148)
    • Research  (310)
    • Multimedia  (22)
  • Faculty Publications  (234)

Show Results For

  • All HBS Web  (543)
    • News  (148)
    • Research  (310)
    • Multimedia  (22)
  • Faculty Publications  (234)
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  • November–December 2006
  • Article

Customer Metrics and Their Impact on Financial Performance

By: Sunil Gupta and Valarie Zeithaml
Keywords: Customers; Measurement and Metrics; Finance; Performance
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Gupta, Sunil, and Valarie Zeithaml. "Customer Metrics and Their Impact on Financial Performance." Special 25th Anniversary Issue. Marketing Science 25, no. 6 (November–December 2006): 718–739.
  • January 2023 (Revised February 2024)
  • Teaching Note

Perfect Diary (完美日记)

By: Shunyuan Zhang and Sunil Gupta
Teaching Note for HBS Case No. 522-030. View Details
Keywords: Digital Marketing; E-commerce; E-Commerce Strategy; Marketing; Beauty and Cosmetics Industry; China
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Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Teaching Note 523-082, January 2023. (Revised February 2024.)
  • August 2022
  • Teaching Note

Mastercard: Creating a World Beyond Cash

By: Sunil Gupta and Julia Kelley
Teaching Note for HBS Case No. 522-001. View Details
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Gupta, Sunil, and Julia Kelley. "Mastercard: Creating a World Beyond Cash." Harvard Business School Teaching Note 523-014, August 2022.
  • September 2016
  • Teaching Note

Apple Pay

By: Shelle Santana and Sunil Gupta
Keywords: Technology; Digital Services And Strategy; Launch; Mobile; Mobile Payments; Apple; Payments; Smartphone; Apple Pay; Eddy Cue; Jennifer Bailey; iOS; Iphone; Marketing; Product; Mobile and Wireless Technology; Product Launch; Finance; Credit Cards; United States; United Kingdom
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Santana, Shelle, and Sunil Gupta. "Apple Pay." Harvard Business School Teaching Note 517-038, September 2016.
  • April 2016
  • Teaching Note

Flipkart: Transitioning to a Marketplace Model

By: Sunil Gupta and Das Narayandas
In 2015, Sachin and Binny Bansal, co-founders of India's largest e-tailer, Flipkart, announced that the company would switch to a marketplace model and move its logistics arm into a separate company. At the time of the announcement, Snapdeal already claimed to be... View Details
Keywords: India; Marketplaces; Digital Platforms; Internet and the Web; Market Entry and Exit; E-commerce; Retail Industry; India
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Gupta, Sunil, and Das Narayandas. "Flipkart: Transitioning to a Marketplace Model." Harvard Business School Teaching Note 516-095, April 2016.
  • December 2011
  • Supplement

TripAdvisor

By: Sunil Gupta and Kerry Herman
Keywords: Travel Industry; Tourism Industry
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Gupta, Sunil, and Kerry Herman. "TripAdvisor." Harvard Business School Video Supplement 512-702, December 2011.
  • October 2010 (Revised May 2011)
  • Case

Take-Two Interactive Software, Inc.

By: Sunil Gupta and Kerry Herman
In September 2010, faced with increasing threat from social game companies such as Zynga, Ben Feder, the CEO of Take-Two Interactive Software. Inc., had to decide the long-term strategy of his video-game company. As a publisher of traditional video games for Xbox 360,... View Details
Keywords: Mergers and Acquisitions; Business Model; Leadership Style; Marketing; Competitive Strategy; Entertainment and Recreation Industry
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Gupta, Sunil, and Kerry Herman. "Take-Two Interactive Software, Inc." Harvard Business School Case 511-002, October 2010. (Revised May 2011.)
  • March 2010
  • Background Note

Airline Travel in the U.S.

By: Sunil Gupta and Kavita Shukla
How should airlines respond to the rising share of Online Travel Agencies (OTAs) as consumers increasingly search the web to buy tickets? View Details
Keywords: Management; Marketing Channels; Consumer Behavior; Market Participation; Agency Theory; Online Technology; Aerospace Industry; United States
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Gupta, Sunil, and Kavita Shukla. "Airline Travel in the U.S." Harvard Business School Background Note 510-096, March 2010.
  • August 2009
  • Teaching Note

Cyworld: Creating and Capturing Value in a Social Network (TN)

By: Sunil Gupta and Sangman Han
Teaching Note for [509012]. View Details
Keywords: Value Creation; Social and Collaborative Networks; Mergers and Acquisitions; Revenue; Leadership Style; Decision Choices and Conditions; Digital Marketing; Customers; Service Operations; Competency and Skills; Web Services Industry; South Korea
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Gupta, Sunil, and Sangman Han. "Cyworld: Creating and Capturing Value in a Social Network (TN)." Harvard Business School Teaching Note 510-028, August 2009.
  • December 2019 (Revised January 2022)
  • Supplement

Othellonia: Growing a Mobile Game

By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
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Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School PowerPoint Supplement 520-056, December 2019. (Revised January 2022.)
  • November 20, 2000
  • Article

Untangling the Value of Web Companies

By: Sunil Gupta and Donald R. Lehmann
Keywords: Value; Internet and the Web; Business Ventures
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Gupta, Sunil, and Donald R. Lehmann. "Untangling the Value of Web Companies." Part 8. Financial Times, Mastering Management Supplement (November 20, 2000). (Reprinted in Mastering Management 2.0 (2001). Financial Times/Prentice Hall.)
  • 2008
  • Working Paper

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
  • 2008
  • Chapter

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
  • 2008
  • Chapter

Models of Customer Value

By: Sunil Gupta and Donald R. Lehmann
Keywords: Customer Value and Value Chain
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Gupta, Sunil, and Donald R. Lehmann. "Models of Customer Value." In Handbook of Marketing Decision Models, edited by Berend Wierenga. International Series in Operations Research & Management Science. Springer Science + Business Media, 2008.
  • 02 Jun 2010
  • First Look

First Look: June 2

of the Contract: How Contract Structure Shapes Inter-Firm Dispute Resolution Authors:Fabrice Lumineau and Deepak Malhotra Publication:Strategic Management Journal (in press) Abstract This paper investigates how contract structure influences inter-firm dispute... View Details
Keywords: Martha Lagace
  • 15 May 2018
  • First Look

New Research and Ideas, May 15, 2018

Layoffs That Don't Break Your Company: Better Approaches to Workforce Transition By: Sucher, Sandra J., and Shalene Gupta Abstract—Today layoffs have become companies’ default response to the challenges created View Details
Keywords: Dina Gerdeman
  • 08 Sep 2015
  • First Look

September 8, 2015

Business Review Case Study: Can You Win Back Online Shoppers? By: Teixeira, Thales S., and Sunil Gupta Abstract—This case study discusses the options that brick-and-mortar retailers can use to combat the... View Details
Keywords: Carmen Nobel
  • Article

Long Term Impact of Promotion and Advertising on Consumer Brand Choice

By: Carl Mela, Sunil Gupta and Donald R. Lehmann
Keywords: Product Marketing; Advertising; Brands and Branding; Decision Choices and Conditions; Customers
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Mela, Carl, Sunil Gupta, and Donald R. Lehmann. "Long Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research (JMR) 34, no. 2 (May 1997): 248–261. (Winner of American Marketing Association. Marketing Communications Special Interest Group Best Paper Award presented by American Marketing Association. Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute. Winner of Paul E. Green Award For the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research presented by American Marketing Association Foundation. Winner of William F. O'Dell Award For the Journal of Marketing Research article that has made the most significant, long-term contribution to marketing theory, methodology, and/or practice presented by American Marketing Association​.)
  • Article

Modelling the Effect of Purchase Quantity on Consumer Choice of Product Assortment

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth
Keywords: Sales; Decision Choices and Conditions; Customers; Product
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Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Modelling the Effect of Purchase Quantity on Consumer Choice of Product Assortment." Journal of Forecasting 17, nos. 3-4 (June–July 1998): 281–301.
  • 1999
  • Article

Managing Advertising and Promotion for Long-Run Profitability

By: Kamel Jedidi, Carl F. Mela and Sunil Gupta
Keywords: Management; Advertising; Profit
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Jedidi, Kamel, Carl F. Mela, and Sunil Gupta. "Managing Advertising and Promotion for Long-Run Profitability." Marketing Science 18, no. 1 (1999): 1–22. (Winner of Marketing Science Institute Best Paper Award To honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought presented by Marketing Science Institute.)
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