Publications

2022
Working Paper

Multinationals and Varieties of Capitalism: When U.S. Giants Stepped into the Swiss Coordinated Labor Market in the 1950s

By: Sabine Pitteloud

This working paper investigates unintended consequences of U.S. FDI in Switzerland in the 1950s-1960s: the increased competition that U.S. firms generated within the national labor market and the challenge their hiring practices constituted for the institutional... View Details

Keywords: Multinationals; Capitalism; Business ＆ Government Relations; Foreign Direct Investment; Immigration Policy; History; Switzerland; Americanization; R＆D; Labor History; Labor Market Institutions; Tax Havens; ＂USA,＂; Business Interest Association; Lobbying; Labor and Management Relations; Business History; Multinational Firms and Management

SSRN

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24 Jul 2000
Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

What's in a name? Plenty if you're a consumer marketer trying to build a brand. "They are road signs that help people find orientation in the jungle of supply", said... View Details

Keywords: by James E. Aisner

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

model helps measure that." The Ideal Mix When planning marketing campaigns, brand managers have a wide portfolio of weapons to draw on, including in-store merchandising, advertising, coupons and... View Details

Keywords: by Dina Gerdeman

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

percent of new products fail within five years ... To the extent that a few, well-chosen customers might provide valuable insights into what would improve the quality of life, Professor Zaltman's ideas might be just what View Details

Keywords: by James Heskett

Article

Spanning the Institutional Abyss: The Intergovernmental Network and the Governance of Foreign Direct Investment

By: Juan Alcacer and Paul Ingram

Global economic transactions such as foreign direct investment must extend over an institutional abyss between the jurisdiction, and therefore protection, of the states involved. Intergovernmental organizations (IGOs), whose members are states, represent an important... View Details

Keywords: Globalization; Market Transactions; Foreign Direct Investment; Government and Politics; Risk and Uncertainty; Networks; Culture; Complexity; Public Administration Industry

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11 Feb 2008
Research & Ideas

Does Democracy Need a Marketing Manager?

marketing can be used to create a political process that entices consumers (voters) rather than makes them cynical. "We wanted to elevate... View Details

Keywords: by Sean Silverthorne

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details

June 2010 (Revised July 2011)
Case

Classic Knitwear and Guardian: A Perfect Fit?

By: John A. Quelch and Patricia Girardi

Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry

24 Oct 2011
Research & Ideas

The Yelp Factor: Are Consumer Reviews Good for Business?

digital age is a fertile area of his research. Luca is looking at rankings, expert evaluations, online consumer reviews, and quality disclosure laws to see how they work in View Details

Keywords: by Michael Blanding; Food & Beverage

2017
Working Paper

The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision Making

By: Ryan Hamilton and Uma R. Karmarkar

Scientists have spent decades creating powerful and detailed descriptions of how people make decisions. Unfortunately, many of these theories make contradictory predictions and are difficult to understand and implement. We introduce the 4 Minds framework as a practical... View Details

Keywords: Consumer Choice; Market Research; Decision Making Process; Decision; Marketing Research; Consumer Behavior; Decision Choices and Conditions; Marketing; Decision Making; Segmentation; Research

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Summer 2017
Article

Measuring Consumer Preferences for Video Content Provision via Cord-Cutting Behavior

By: Jeffrey Prince and Shane Greenstein

The television industry is undergoing a generational shift in structure; however, many demand-side determinants are still not well understood. We model how consumers choose video content provision among over-the-air (OTA), paid subscription to cable or satellite, and... View Details

Keywords: Information Technology; Service Delivery; Consumer Behavior; Television Entertainment; Service Industry; Media and Broadcasting Industry

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1985
Working Paper

Sequential Innovation and Market Structure

By: Jerry R. Green and Jean-Jacques Laffont

This paper concerns the introduction of a sequence of new, higher-quality durable products in a market in which there already exists a lower-quality substitute. The product has the further attribute that a real resource cost is incurred at the time a higher-quality... View Details

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July 2008 (Revised May 2009)
Case

The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues

By: Frank V. Cespedes, Christopher H. Lovelock and Laura Winig

The marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner's goal of breaking even in the first year of... View Details

Keywords: Market Research; Quantitative Analysis; Consumer Marketing; Pricing Strategy; Price; Marketing Strategy; Mathematical Methods; Product Launch; Sports; Sports Industry; Massachusetts

January 2010
Background Note

In the Spotlight: The Market for Iron Ore

By: Aldo Musacchio, Tarun Khanna and Jenna Bernhardson

This note discusses the structure and functioning of the market for iron ore. This market has traditionally functioned using a benchmark pricing mechanism, in which large steel mills in Japan (now in China) negotiate the benchmark price with the largest of the big... View Details

Keywords: Industry Structures; Mining; Price; Valuation; Business Strategy; Demand and Consumers; Business and Government Relations; Mining Industry; China

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October 1990 (Revised July 1991)
Case

Zenith: Marketing Research for High Definition Television (HDTV)

Managers at Zenith must decide what marketing research, if any, needs to be done now in order to assess market potential and consumer preference for a technological innovation, high definition television (HDTV) that is yet to be introduced. The case describes various... View Details

Keywords: Technological Innovation; Research; Marketing; Television Entertainment; Electronics Industry

05 Jun 2019
Working Paper Summaries

How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

Keywords: by Ryan W. Buell and Basak Kalkanci

February 2006 (Revised September 2007)
Background Note

Winner-Take-All in Networked Markets

By: Thomas R. Eisenmann

Discusses platform structure in new networked markets, that is, whether a market that exhibits network effects will be served by a single platform or by rival platforms. Defines "platforms" and "platform structure"; describes factors that influence the odds that a... View Details

Keywords: Forecasting and Prediction; Growth Management; Network Effects; Digital Platforms; Internet and the Web