Marketing Effectiveness - Publications - Faculty & Research

15 Sep 2011
Research & Ideas

High Ambition Leadership

to study must have had a compounded annual growth rate in revenues, profits, and market capitalization that exceeded the 50th percentile of industry peers between 1997 and 2006 or for the CEO's tenure. Corresponding figures were used for... View Details

Keywords: by Martha Lagace

28 May 2019
News

INK: Maker’s Manual

for everything from market research to packaging. What do you hope the book will do for would-be entrepreneurs? I’d like it to give them confidence to start their ventures with a playbook so that the path is not as lonely or ambiguous.... View Details

Keywords: Jen McFarland Flint

03 Mar 2015
First Look

First Look: March 3

we identify core insights about how firms compete against one another in established markets. Based on our evaluation, we argue that a promising research opportunity for strategy lies in exploring how firms strategically interact in new View Details

Keywords: Sean Silverthorne

20 Jul 2010
First Look

First Look: July 20

Publications Market Reaction to and Valuation of IFRS Reconciliation Adjustments: First Evidence from the UK Authors: Joanne Horton and George Serafeim Publication: Review of Accounting Studies (forthcoming) Abstract We investigate the... View Details

Keywords: Martha Lagace

05 Aug 2002
Research & Ideas

Five questions for Regina E. Herzlinger

the sick. The resulting competition for consumers with differentiated products will control costs by increasing quality of care—e.g., integrated teams for congestive heart failure have reduced costs by $8,000 per year per enrollee. This higher-quality View Details

Keywords: by Martha Lagace

15 Feb 2000
Research & Ideas

The Right Connections

trying to raise money." Organizational behaviorists have known for years that third-party endorsements are critical to a young firm's success. Higgins and Gulati wanted to understand the origins and nature of these important relationships. The result is an HBS... View Details

Keywords: by Judith A. Ross

28 May 2012
Research & Ideas

A Pragmatic Alternative for Creating a Corporate Social Responsibility Strategy

majority of them are not doing it effectively," says V. Kasturi "Kash" Rangan, the Malcolm P. McNair Professor of Marketing at Harvard Business School. "If you look at the Fortune 100 companies, you'll find at least half of them could do... View Details

Keywords: by Dina Gerdeman

01 Sep 2011
News

Water for Life

portfolio of businesses under the Ayala corporate umbrella? Ayala has historically aligned itself with the economic goals of the country. An emerging market faces many social and economic challenges, but finding a solution to those... View Details

Keywords: Waste Management and Remediation Services; Corporate Services; Water, Sewage and Supply Systems; Utilities

01 Mar 2007
News

Daniel Vasella

fundamental problem. The Medicare prescription drug program that went into effect last year bars the federal government from negotiating with drug companies over the prices seniors pay. The new Democratic majority in Congress has vowed to... View Details

Keywords: Roger Thompson; multinational pharmaceutical company; prescription drugs; vaccines; Medicare; generics business; Health, Social Assistance

04 Apr 2017
First Look

First Look at New Research, April 4

elections shows that voter registration requirements have significant effects on turnout, resulting in unequal participation. We assigned 20,500 apartments to one control or six treatment groups that received canvassing visits providing... View Details

Keywords: Sean Silverthorne

27 Jun 2005
Research & Ideas

The Potential Downside of Win-Win

little effect on the restaurant or movie industry. Their contentment left society slightly better off. It is generally wonderful when parties are able to trade off interests to create value. In fact, one of the most important... View Details

Keywords: by Max H. Bazerman

23 Nov 1999
Research & Ideas

The Future of the Venture Capital Cycle

implies that the side effects associated with periods of rapid growth generate sufficient difficulties that periods of retrenchment are sure to follow. Neoclassical economics teaches us to examine not just the short-run supply and demand... View Details

Keywords: by Paul A. Gompers & Josh Lerner; Financial Services

01 Mar 2025
News

Forward Thinking

There was a time when human activity in outer space was a highly centralized, government-led endeavor, says Professor and Senior Associate Dean Matthew Weinzierl. But that era has passed: Over the past two decades, a calcified space bureaucracy has given way to a... View Details

Keywords: Alexander Gelfand; Illustrations by Franziska Barczyk; Space Research and Technology; Government

05 Jun 2014
Research & Ideas

Fixing the ‘I Hate Work’ Blues

also dramatically reduces the number of layers between the CEO and first-line staff. I know many extremely effective executives, including Mayo Clinic CEO John Noseworthy and Medtronic CEO Omar Ishrak, who have more than 18 direct reports... View Details

Keywords: by Bill George

01 Oct 1999
News

The Class of 1974: Timed for a Change

globalization of markets and competition changed American business forever. Twenty years out, over one-third of the class had been fired or laid off at least once. Fundamental practices that worked for most of the century - large staff... View Details

Keywords: Charles B. ("Chuck") Mercer

08 May 2007
First Look

First Look: May 8, 2007

strategy-proof) student optimal mechanism, if the same student preferences would have been revealed. Download the paper: http://www.hbs.edu/research/pdf/07-076.pdf Repugnance as a Constraint on Markets Author:Alvin E. Roth Abstract This... View Details

Keywords: Martha Lagace

14 May 2001
Research & Ideas

Are You Managing To a ‘T’? Time To Break With Tradition

successful T-shaped manager must learn to live with, and ultimately thrive within, the tension created by this dual responsibility. Although this tension is most acute for heads of business units, any T-shaped manager with operating unit obligations must wrestle with... View Details

Keywords: by Morten T. Hansen & Bolko Von Oetinger

Profile

Alex Nelson

solve complex problems and meet people's needs — I could do more effectively as a business person." Finding meaningful roles After just over two and a half years with Boston Consulting Group (BCG), where Alex worked on a variety of... View Details

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

Citation

Educators

Purchase

01 Dec 2012
News

From Where We Stand

(in that order), so my first jobs were below the MBA level: market research at Carnation, then media at BBDO. When we moved to New York City, I was offered a position as an account executive at BBDO, but I heard that the previous woman in... View Details

Publications