Publications

23 Jan 2018
Working Paper Summaries

Transaction Costs and the Duration of Contracts

Keywords: by Alexander MacKay

22 Jul 2015
Research & Ideas

Name Your Price. Really.

people into a more communal relationship, they have a higher willingness to pay” According to Shelle M. Santana, an assistant professor in the Marketing unit at Harvard Business School, I may have been influenced by communal norms.... View Details

Keywords: by Michael Blanding; Consumer Products

September – October 2007
Article

Trading Patterns and Excess Comovement of Stock Returns

By: Robin Greenwood and Nathan Sosner

n April 2000, 30 stocks were replaced in the Nikkei 225 Index. The unusually broad index redefinition allowed for a study of the effects of index-linked trading on the excess comovement of stock returns. A large increase occurred in the correlation of trading volume of... View Details

Keywords: Stocks; Investment Return; Market Transactions; Mathematical Methods

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Student-Faculty-Profile

Grant Donnelly & Michael Norton

when Grant chose to pursue his graduate studies in the Marketing program here. HBS is a place tailor-made for students who are driven to do research that has impact. Grant came with experience running both... View Details

Leading with the Long View

business politics, and consider how the markets might respond. But when you read a case on IBM in Nazi Germany, you’re forced to consider broader questions that go beyond business implications. There’s a lot more gray area, hindsight... View Details

13 Jun 2018
Sharpening Your Skills

That Costs HOW Much?

"Price is what you pay. Value is what you get." For makers of that product, the price will help determine the target audience, help define marketing strategy, and, ultimately, decide whether the company makes money. In other... View Details

Keywords: by Sean Silverthorne; Retail

Student-Profile

Byungyeon Kim

with a particular focus on the ways that quantitative data can better support decision-making. Thanks to the recommendation of a faculty advisor, he realized that specializing in quantitative marketing would provide him with a meaningful... View Details

2011
Working Paper

Better-reply Dynamics in Deferred Acceptance Games

In this paper we address the question of learning in a two-sided matching mechanism that utilizes the deferred acceptance algorithm. We consider a repeated matching game where at each period agents observe their match and have the opportunity to revise their strategy... View Details

Keywords: Learning; Marketplace Matching; Outcome or Result; Game Theory; Mathematical Methods; Strategy

02 Sep 2016
Op-Ed

The Twitter Election

Bush, who spent $100 million on traditional marketing before dropping out. Can the same strategy succeed in the general election campaign?Probably not, for three reasons. First, Trump needs around 60 million votes to win, six times more... View Details

Keywords: by John Quelch and Thales Teixeira

2023
Working Paper

Design-Based Confidence Sequences: A General Approach to Risk Mitigation in Online Experimentation

By: Dae Woong Ham, Michael Lindon, Martin Tingley and Iavor Bojinov

Randomized experiments have become the standard method for companies to evaluate the performance of new products or services. In addition to augmenting managers’ decision-making, experimentation mitigates risk by limiting the proportion of customers exposed to... View Details

Keywords: Performance Evaluation; Research and Development; Analytics and Data Science; Consumer Behavior

SSRN

Profile

Pam Wildeman

career thus far? The diversity of experiences I’ve had. I never would have anticipated that working in Marketing would also give me such rich experiences in Finance, Manufacturing, Research &... View Details

Keywords: Entertainment / Media

September 1993 (Revised June 1994)
Supplement

Hewlett-Packard: Singapore (B)

By: Dorothy A. Leonard

Discusses the printer Hewlett-Packard has developed. View Details

Keywords: Risk and Uncertainty; Product Development; Research; Marketing; Market Entry and Exit; Computer Industry; Manufacturing Industry; Singapore

Other Unpublished Work

A Technique to Estimate Retail Demand and Lost Sales

By: A. Raman and Giulio Zotteri

Keywords: Mathematical Methods; Demand and Consumers; Sales; Retail Industry

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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1994
Chapter

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

By: R. Higie and G. Zaltman

Keywords: Brands and Branding; Research

March 2012
Article

The New Science of Viral Ads

By: Thales Teixeira

It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details

Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment

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01 Oct 2008
Research & Ideas

How Much Time Should CEOs Devote to Customers?

versus the inside. Marketing expertise depends on customer insights. These insights cannot be gleaned from looking at market research data on a computer screen. Just like... View Details

Keywords: by John Quelch

September 1974 (Revised April 1975)
Case

Ocean Spray Cranberries, Inc. (A)

At the conclusion of a small-scale pilot survey, management must decide whether to invest in a larger survey or terminate the project. The objective of the study is to use psychographic measurement techniques to study the alternative positions of cranberry sauce.... View Details

Keywords: Surveys; Product Positioning; Mathematical Methods; Agriculture and Agribusiness Industry; Food and Beverage Industry

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