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    • All HBS Web  (3,747)
      • Faculty Publications  (729)

      Marketing EffectivenessRemove Marketing Effectiveness →

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      • September 2017
      • Case

      NBCUniversal Telemundo: Transforming Latino Television

      By: Henry W. McGee, Carin-Isabel Knoop and Christine Snively
      In August 2017, Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, considered how the Miami-based Spanish-language TV network Telemundo could succeed in a rapidly shifting media landscape. Over the past few years,... View Details
      Keywords: Television Industry; Television Advertising; Broadcasting; Telecommunications; Internet; Television Entertainment; Internet and the Web; Advertising; Digital Platforms; Digital Marketing; Telecommunications Industry; Media and Broadcasting Industry; Miami
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      McGee, Henry W., Carin-Isabel Knoop, and Christine Snively. "NBCUniversal Telemundo: Transforming Latino Television." Harvard Business School Case 318-018, September 2017.
      • Article

      Channel Integration, Sales Dispersion, and Inventory Management

      By: Santiago Gallino, Antonio Moreno and Ioannis Stamatopoulos
      We study the effects of the introduction of cross-channel functionalities on the overall sales dispersion of retailers and the implications of these effects for inventory management. To do that, we analyze data from a leading U.S. retailer who introduced a... View Details
      Keywords: Retail Operations; Online Retail; Channel Integration; Sales Dispersion; Long Tail; Empirical Operations; Inventory Management; Omnichannel Retail; Marketing Channels; Integration; Sales; Logistics; Operations; Management; Retail Industry
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      Gallino, Santiago, Antonio Moreno, and Ioannis Stamatopoulos. "Channel Integration, Sales Dispersion, and Inventory Management." Management Science 63, no. 9 (September 2017): 2813–2831.
      • 2017
      • Working Paper

      The Decline of Big-Bank Lending to Small Business: Dynamic Impacts on Local Credit and Labor Markets

      By: Brian S. Chen, Samuel G. Hanson and Jeremy C. Stein
      Small business lending by the four largest banks fell sharply relative to others in 2008 and remained depressed through 2014. We explore the dynamic adjustment process following this credit supply shock. In counties where the largest banks had a high market share, the... View Details
      Keywords: Small Business; Financing and Loans; Banks and Banking; System Shocks; Credit; Labor; United States
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      Chen, Brian S., Samuel G. Hanson, and Jeremy C. Stein. "The Decline of Big-Bank Lending to Small Business: Dynamic Impacts on Local Credit and Labor Markets." NBER Working Paper Series, No. 23843, September 2017.
      • August 2017 (Revised July 2018)
      • Case

      MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work

      By: Elie Ofek and Amanda Dai
      In June 2014, MannKind Corporation announced that after years of development and billions of dollars in expenses, the FDA had finally approved its drug, Afrezza. MannKind would thus be the only company with an inhalable insulin on the market. As an alternative to... View Details
      Keywords: Health Care and Treatment; Product Launch; Product Positioning; Marketing Strategy; Adoption; Pharmaceutical Industry
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      Ofek, Elie, and Amanda Dai. "MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work." Harvard Business School Case 518-031, August 2017. (Revised July 2018.)
      • 2017
      • Working Paper

      Business History, the Great Divergence and the Great Convergence

      By: Geoffrey Jones
      This working paper provides a business history perspective on debates about the Great Divergence, the rise of the income gap between the West and the Rest, and the more recent Great Convergence, which has seen a narrowing of that gap. The literature on the timing and... View Details
      Keywords: Business History; Economics; History; Wealth and Poverty; Developing Countries and Economies; Economic Growth
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      Jones, Geoffrey. "Business History, the Great Divergence and the Great Convergence." Harvard Business School Working Paper, No. 18-004, July 2017.
      • Article

      Beyond the Target Customer: Social Effects in CRM Campaigns

      By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
      Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details
      Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior
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      Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
      • 2019
      • Chapter

      Markets as Networks: The Dynamics and Implications of Interorganizational Network Structures

      By: Ranjay Gulati and Maxim Sytch
      We discuss existing research that applies a relational, socio-structural lens to studying organizations and markets. Research in this field has described markets first and foremost as networks of enduring relationships and repeated interactions among organizations. We... View Details
      Keywords: Interorganizatonal Relationships; Social Networks; Networks; Markets
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      Gulati, Ranjay, and Maxim Sytch. "Markets as Networks: The Dynamics and Implications of Interorganizational Network Structures." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2019. Electronic. (Pre-published, October 2013 and updated in 2014.)
      • 2019
      • Chapter

      Network Effects

      By: Andrei Hagiu and David B. Yoffie
      Network effects are a key economic and strategic phenomenon in 'new economy' industries. They can, but do not necessarily, lead to market tipping, unless they outweigh customers' benefits from differentiation and are accompanied by high switching and multi-homing... View Details
      Keywords: Network Effects
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      Hagiu, Andrei, and David B. Yoffie. "Network Effects." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2017. Electronic. (Pre-published, October 2013.)
      • May 2017 (Revised November 2019)
      • Case

      The Dubai International Film Festival

      By: Rohit Deshpandé and Alpana Thapar
      This case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision,... View Details
      Keywords: Brand Positioning; Underdog Brand Building; Business Models; Non-profit; Managing Multiple Stakeholders; Film Entertainment; Brands and Branding; Business Model; Competitive Strategy; Decision Making; Growth and Development Strategy; Entertainment and Recreation Industry; Motion Pictures and Video Industry
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      Deshpandé, Rohit, and Alpana Thapar. "The Dubai International Film Festival." Harvard Business School Case 517-110, May 2017. (Revised November 2019.)
      • May 2017
      • Case

      CNS Worldwide

      By: Robert J. Dolan and Karthik Easwar
      CNS Worldwide has long been the market share leader in the IaaS cloud server market, yet it has remained unprofitable for years. Industry capacity utilization is low, and prices have declined over 70% over the last decade. CNS is considering withdrawing from the market... View Details
      Keywords: Price; Marketing; Performance Capacity; Bids and Bidding; Analysis; Web Services Industry
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      Dolan, Robert J., and Karthik Easwar. "CNS Worldwide." Harvard Business School Brief Case 917-531, May 2017.
      • 2017
      • Working Paper

      And the Children Shall Lead: Gender Diversity and Performance in Venture Capital

      By: Paul A. Gompers and Sophie Q. Wang
      With an overall lack of gender and ethnic diversity in the innovation sector documented in Gompers and Wang (2017), we ask the natural next question: Does increased diversity lead to better firm performances? In this paper, we attempt to answer this question using a... View Details
      Keywords: Diversity; Gender; Venture Capital; Performance Improvement; Capital Markets
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      Gompers, Paul A., and Sophie Q. Wang. "And the Children Shall Lead: Gender Diversity and Performance in Venture Capital." Harvard Business School Working Paper, No. 17-103, May 2017.
      • 2017
      • Working Paper

      Lessons Unlearned? Corporate Debt in Emerging Markets

      By: Laura Alfaro, Gonzalo Asis, Anusha Chari and Ugo Panizza
      This paper documents a set of new stylized facts about leverage and financial fragility for emerging market firms following the Global Financial Crisis (GFC). Corporate debt vulnerability indicators during the Asian Financial Crisis (AFC) attributed to corporate... View Details
      Keywords: Corporate Debt; Financial Fragility; Firm-level Data; Large Firms; Emerging Markets; Borrowing and Debt; Corporate Finance; Financial Condition
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      Alfaro, Laura, Gonzalo Asis, Anusha Chari, and Ugo Panizza. "Lessons Unlearned? Corporate Debt in Emerging Markets." Harvard Business School Working Paper, No. 17-097, May 2017. (Revised October 2017. NBER Working Paper Series, No. 23407, May 2017)
      • May 2017
      • Article

      When Discounts Raise Costs: The Effect of Copay Coupons on Generic Utilization

      By: Leemore S. Dafny, Christopher Ody and Matt Schmitt
      Branded pharmaceutical manufacturers frequently offer “copay coupons” that insulate consumers from cost sharing, thereby undermining insurers’ ability to influence drug utilization. We study the impact of copay coupons on branded drugs first facing generic entry... View Details
      Keywords: Brands and Branding; Insurance Industry; Pharmaceutical Industry
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      Dafny, Leemore S., Christopher Ody, and Matt Schmitt. "When Discounts Raise Costs: The Effect of Copay Coupons on Generic Utilization." American Economic Journal: Economic Policy 9, no. 2 (May 2017): 91–123.
      • Article

      Market Reactions to Sovereign Litigation

      By: Faisal Z. Ahmed and Laura Alfaro
      Recent rulings in the ongoing litigation over the pari passu clause in Argentinian sovereign debt instruments have generated considerable controversy. Some official-sector participants and academic articles have suggested that the rulings will disrupt or impede... View Details
      Keywords: Sovereign Debt; Litigation; Vulture Funds; Argentina; Sovereign Finance; Lawsuits and Litigation; Markets; Argentina
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      Ahmed, Faisal Z., and Laura Alfaro. "Market Reactions to Sovereign Litigation." Capital Markets Law Journal 12, no. 2 (April 2017): 141–163.
      • 2018
      • Working Paper

      Global Portfolio Diversification for Long-Horizon Investors

      By: Luis M. Viceira and Zixuan (Kevin) Wang
      This paper conducts a theoretical and empirical investigation of global portfolio diversification for long-horizon investors in the presence of permanent cash flow shocks and transitory discount rate shocks to asset prices and returns. An increase in the cross-country... View Details
      Keywords: Investment Portfolio; Risk and Uncertainty; Diversification; Capital Markets; Global Range
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      Viceira, Luis M., and Zixuan (Kevin) Wang. "Global Portfolio Diversification for Long-Horizon Investors." Harvard Business School Working Paper, No. 17-085, March 2017. (Revised July 2018.)
      • March 2017 (Revised July 2019)
      • Case

      Interline Brands: Don't Stop Believing

      By: Nori Gerardo Lietz and Ricardo Andrade
      Interline Brands, a leading distributor of residential housing maintenance and repair parts and equipment in the U.S., had just held its November 2014 board meeting. The meeting had been productive but not without some soul searching for both the company’s management... View Details
      Keywords: Private Equity Exit; Consumer Goods; IPO; Private Equity; Initial Public Offering; Decision Choices and Conditions
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      Lietz, Nori Gerardo, and Ricardo Andrade. "Interline Brands: Don't Stop Believing." Harvard Business School Case 217-061, March 2017. (Revised July 2019.)
      • Article

      The Effects of Product Line Breadth: Evidence from the Automotive Industry

      By: Antonio Moreno and Christian Terwiesch
      Using a detailed data set from the U.S. automotive industry, we enrich the existing literature on product line breadth with new results that highlight previously unexplored operational aspects of its benefits and costs. We find that expanding product line breadth has a... View Details
      Keywords: Variety; Pricing; Automotive Industry; Marketing/operations Interface; Platforms; Empirical Operations Management; Product Marketing; Production; Management; Auto Industry
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      Moreno, Antonio, and Christian Terwiesch. "The Effects of Product Line Breadth: Evidence from the Automotive Industry." Marketing Science 36, no. 2 (March–April 2017): 254–271.
      • February 2017
      • Case

      BlaBlaCar: The Road Ahead...

      By: Karim R. Lakhani, Arun Sundararajan, Emilie Billaud and Caroline Caltagirone
      In 2017, the co-founders of BlaBlaCar—the world’s largest long-distance carpooling company—reflected on the evolution of their venture and the way forward. BlaBlaCar had reached critical mass and size; yet staying still was not going to be enough to be relevant and... View Details
      Keywords: Business Growth and Maturation; Business Startups; Transformation; Decision Making; Values and Beliefs; Growth and Development Strategy; Digital Platforms; Network Effects; Strategic Planning; Competitive Strategy; Expansion; Internet and the Web; Transportation Networks; Transportation Industry; Web Services Industry; France; Europe
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      Lakhani, Karim R., Arun Sundararajan, Emilie Billaud, and Caroline Caltagirone. "BlaBlaCar: The Road Ahead..." Harvard Business School Case 617-050, February 2017.
      • Article

      Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

      By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton
      Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details
      Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media
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      John, Leslie K., Oliver Emrich, Sunil Gupta, and Michael I. Norton. "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 144–155.
      • Article

      Repairing the Damage: The Effect of Price Knowledge and Gender on Auto-Repair Price Quotes

      By: Meghan Busse, Ayelet Israeli and Florian Zettelmeyer
      In this paper we investigate whether sellers treat consumers differently on the basis of how well informed consumers appear to be. We implement a large-scale field experiment in which callers request price quotes from automotive repair shops. We show that sellers alter... View Details
      Keywords: Pricing; Price Discrimination; Automobiles; Field Experiment; Information; Fairness; Price; Knowledge Use and Leverage; Internet and the Web; Gender; Service Industry; Auto Industry
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      Busse, Meghan, Ayelet Israeli, and Florian Zettelmeyer. "Repairing the Damage: The Effect of Price Knowledge and Gender on Auto-Repair Price Quotes." Journal of Marketing Research (JMR) 54, no. 1 (February 2017): 75–95.
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