marketing - Publications - Faculty & Research

30 May 2023
Research & Ideas

Can AI Predict Whether Shoppers Would Pick Crest or Colgate?

came from a sample of customers.” While the recent emergence of ChatGPT has reignited fears that machines may replace humans in the workplace, the results of this study don’t necessarily mean that AI is going to gut marketing departments,... View Details

Keywords: by Kristen Senz

22 Nov 2004
Research & Ideas

Side Effects: The Case of Propecia

You are the marketing director of Propecia, a new drug for hair restoration that's about to hit the market. But the drug can only be purchased via a physician's prescription. So do you advertise directly to balding men? Do you concentrate... View Details

Keywords: by Sean Silverthorne; Health; Pharmaceutical

John Beshears

John Beshears is the Albert J. Weatherhead Jr. Professor of Business Administration in the Negotiation, Organizations & Markets Unit, teaching the second-year MBA course "Negotiation." He is also a research associate at the National Bureau of Economic Research.... View Details

May 2021 (Revised November 2024)
Case

Colombia: An Economic Premium to Peace?

By: Richard Vietor

Colombia, once the fastest growing country in Latin America, continues to struggle with productivity. Both labor productivity and total factor productivity have been low for the past decade, despite economic growth of 4.7% annually. Many factors contribute, which... View Details

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19 Mar 2014
Research & Ideas

A Brand Manager’s Guide to Losing Control

charge of public discussions about the brands they use. And while marketers have tried to take part, they've had to face the fact that social media platforms are primarily meant for conversations among consumers, not for one-way brand... View Details

Keywords: by Carmen Nobel; Advertising

July 2007 (Revised February 2010)
Case

Saffronart.com: Bidding for Success

By: Mukti Khaire and R. Daniel Wadhwani

Saffronart, a five-year-old online art auction company, leads the market for modern Indian art and now faces competitors in the market it created. Established in 2000 by the wife-and-husband team of Minal and Dinesh Vazirani, Saffronart.com is an innovative online... View Details

Keywords: Arts; Business Startups; Entrepreneurship; Auctions; Industry Growth; Competition; Online Technology; Fine Arts Industry; India

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Stuti is a PhD student in Consumer Behavior at Harvard Business School. She completed her Bachelors in Economics and Psychology from Boston University in 2019 and went on to complete her MPS in Applied Economics and Management from Cornell University in 2020. She... View Details

June 2015 (Revised August 2018)
Case

American Electric Power: Facing the Challenges of Distributed Generation

By: Richard H.K. Vietor and Hilary White

American Electric Power, like most utilities in the USA, is currently exposed to distributed generation and the problem of net-metering. Solar installations in particular have been heavily subsidized, by the state and by regulation, which does not allow grid operators... View Details

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April 2020 (Revised January 2022)
Case

Uber: Competing Globally

By: Alexander J. MacKay, Amram Migdal and John Masko

This case describes Uber’s global market entry strategy and responses by regulators and local competitors. It details Uber’s entry into New York City (New York), Bogotá (Colombia), Delhi (India), Shanghai (China), Accra (Ghana), and London (United Kingdom). In each... View Details

Keywords: Business Ventures; Business Growth and Maturation; Business Model; Geography; Geographic Location; Geographic Scope; Globalization; Global Strategy; Multinational Firms and Management; Globalized Markets and Industries; Governance; Governance Controls; Governing Rules, Regulations, and Reforms; Innovation and Invention; Disruptive Innovation; Innovation Strategy; Law; Management; Growth and Development Strategy; Growth Management; Markets; Demand and Consumers; Consumer Behavior; Network Effects; Emerging Markets; Market Design; Market Entry and Exit; Market Participation; Supply and Industry; Industry Structures; Planning; Strategic Planning; Relationships; Business and Community Relations; Business and Government Relations; Business and Stakeholder Relations; Labor and Management Relations; Networks; Strategy; Adaptation; Business Strategy; Competition; Competitive Advantage; Competitive Strategy; Expansion; Information Technology; Mobile and Wireless Technology; Digital Platforms; Transportation; Transportation Networks; Transportation Industry; Technology Industry; Africa; Ghana; Asia; China; Shanghai Shi; Shanghai; India; New Delhi; Europe; United Kingdom; England; London; Latin America; North and Central America; United States; New York (city, NY); New York (state, US); South America; Colombia

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March 1999 (Revised January 2000)
Background Note

A Note on Microeconomics for Strategists

By: Kenneth S. Corts and Jan W. Rivkin

Summarizes the core ideas about the microeconomics of markets that are most relevant to business strategy. Sections I and II develop two basic building blocks of any market, demand and supply. Section II discusses how demand and supply interact to determine the... View Details

Keywords: Microeconomics; Cost; Cost of Capital; Market Entry and Exit; Business Strategy; Competition; Corporate Strategy

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March 1995 (Revised March 2001)
Case

The Black & Decker Corporation (A): Power Tools Division

By: Robert J. Dolan

Presents Black & Decker's performance against a Japanese competitor and others in the power tools market. Black & Decker is anxious to regain its market share leadership in particular segments of the market. View Details

Keywords: Brands and Branding; Product Positioning; Marketing Strategy; Product Launch; Competition; Globalization; Construction Industry; Consumer Products Industry

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April 2020
Case

Promoting Land and Nature Jerky

By: John A. Quelch and Katherine B. Hartman

Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N's 2020 promotional spending. L&N's CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine... View Details

Keywords: Advertising; Spending; Marketing Communications; Marketing Strategy; Product Positioning; Food and Beverage Industry

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12 Aug 2020
Research & Ideas

Why Investors Often Lose When They Sue Their Financial Adviser

Years of bull market bliss gave brokerage clients few reasons to open their account statements—until March. Within one month, stocks in the United States notched their biggest one-day losses—and gains—as mounting fears about COVID-19’s... View Details

Keywords: by Danielle Kost; Financial Services

05 Sep 2023
News

Q&A With New Managing Director of MBA Admissions and Financial Aid Rupal Gadhia

Robin Greenwood

Robin is the George Gund Professor of Finance and Banking at Harvard Business School. He serves as the Senior Associate Dean for Faculty Development and Research. He is past faculty director of the Behavioral Finance and Financial Stability project, chair of... View Details

Keywords: banking; financial services

Charlotte L. Robertson

Charlotte Robertson is an Assistant Professor in the Business, Government, and the International Economy Unit at Harvard Business School. She teaches BGIE in the MBA required curriculum.

Professor Robertson conducts research on the history of financial... View Details

09 Mar 2022
Research & Ideas

War in Ukraine: Soaring Gas Prices and the Return of Stagflation?

energy markets, but it is otherwise not an important market for most firms in the world, and certainly not for many American firms. It’s just because Russia is such a geopolitical player that it seems like Russia is a big part of the... View Details

Keywords: by Avery Forman; Energy

21 Oct 2022
Research & Ideas

People Trust Business, But Expect CEOs to Drive Social Change

Public trust in business remains relatively unshaken amid economic turbulence and a lingering pandemic, even as faith in the media and government falters, but leaders could do more to address social issues, a new global opinion survey shows. However, not everyone... View Details

Keywords: by Scott Van Voorhis

August 2001 (Revised April 2002)
Case

Strategic Capital Management, LLC (A)

By: Mark L. Mitchell, Erik Stafford and Todd Pulvino

Strategic Capital Management, LLC, is a hedge fund that is planning to make financial investments in Creative Computers and Ubid. Creative Computers recently sold approximately 20% of its Internet auction subsidiary, Ubid, to the public at $15 per share. Ubid's stock... View Details

Keywords: Risk and Uncertainty; Business Subsidiaries; Internet and the Web; Investment Funds; Price; Performance Efficiency; Capital Markets; Auctions; Investment Return; Equity; Planning; Financial Services Industry

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February 2002 (Revised October 2005)
Case

BMWFilms

By: Youngme E. Moon and Kerry Herman

Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign features five short films for the Internet, directed by some of the hottest young directors in Hollywood. By all... View Details

Keywords: Consumer Behavior; Internet and the Web; Marketing Strategy; Film Entertainment; Innovation and Invention; Auto Industry; North and Central America

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