Market For Ideas - Publications - Faculty & Research

January 2019
Case

Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details

Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy

Citation

Educators

Purchase

February 1984
Background Note

Framework for Focusing on Legal Aspects of Marketing

Citation

Find at Harvard

1998
Working Paper

Markets for Technology and the Returns on Research

By: Clayton M. Christensen

Citation

23 May 2017
First Look

First Look at New Ideas and Research: May 23, 2017

vulnerability indicators prior to the Asian Financial Crisis (AFC) attributed to corporate financial roots provide a benchmark for comparison. The firm-level data suggest that emerging markets post-GFC have... View Details

Keywords: Carmen Nobel

21 Sep 2016
News

Ideas with Economic and Social Impact

Corporation (IFC) and the Organization for Economic Cooperation and Development (OECD). Her report, Financing High-Growth Firms, the Role of Angel Investors, written for and published by the OECD in 2011,... View Details

06 Aug 2014
News

Constant challenges, no certainties for new CEOs at Market Basket

May 1982
Article

Assessing Competition in the Market for Corporate Acquisitions

By: R. S. Ruback

Keywords: Mergers and Acquisitions; Competition; Markets

Citation

Find at Harvard

April 1983
Article

Assessing Competition in the Market for Corporate Acquisitions

By: R. S. Ruback

Keywords: Competition; Business Ventures; Mergers and Acquisitions

Citation

Find at Harvard

22 Aug 2009
News

Let's create real private market for health care

04 Jan 2018
Working Paper Summaries

Creating the Market for Organic Wine: Sulfites, Certification, and Green Values

Keywords: by Geoffrey Jones and Emily Grandjean; Food & Beverage

Clubs

Marketing Club

Keywords: Marketing; Marketing

Article

A Choice Prediction Competition for Market Entry Games: An Introduction

By: Ido Erev, Eyal Ert and Alvin E. Roth

A choice prediction competition is organized that focuses on decisions from experience in market entry games (http://sites.google.com/site/gpredcomp/ and http://www.mdpi.com/si/games/predict-behavior/). The competition is based on two experiments: An estimation... View Details

Keywords: Experience and Expertise; Decision Choices and Conditions; Forecasting and Prediction; Learning; Market Entry and Exit; Game Theory; Behavior; Competition

Citation

Read Now

16 Jul 2014
HBS Case

Marketing Obamacare

and people don't like buying or paying for it. Therefore it takes skillful marketing to attract the attention of people and motivate the desired purchase behavior you are looking for." Amidst the... View Details

Keywords: by Michael Blanding; Health

2018
Working Paper

Platform Competition: Betfair and the U.K. Market for Sports Betting

By: Ramon Casadesus-Masanell and Neil Campbell

We examine two episodes of strategic interaction in the U.K. betting industry: (i) Betfair (an entrant multi-sided platform or MSP) vs. Flutter (also an MSP), and (ii) Betfair vs. traditional bookmakers. We find that although Betfair was an underfunded second mover in... View Details

Keywords: Platform Design; Betting; Digital Platforms; Design; Network Effects; Business Model; Competition; Cooperation; Market Entry and Exit

Citation

SSRN

Read Now

2021
Working Paper

Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market

By: David Hao Zhang

In the US, borrowers often finance the price of mortgage origination by agreeing to higher mortgage rates for a given principal amount. I show that for standard fixed-rate, prepayable mortgages this contractual feature has two consequences. First, it leads to increased... View Details

Keywords: Mortgage Market; Refinancing; Mortgages; Consumer Behavior

Citation

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

December 2000
Background Note

Online Market Makers

By: Thomas R. Eisenmann and Chris Hackett

Describes the business model for online market makers, firms that use the Internet to organize a marketplace, providing participants with a virtual "place" to trade, rules to govern their exchanges, and infrastructure to support trading. First it proposes a definition... View Details

Keywords: Business Model; Web Services Industry

Citation

Educators

Purchase

02 Nov 2018
Blog Post

When Ideas Become Reality: Entrepreneurship at HBS

interesting startup ideas, I never felt like I had the oomph to get me from idea to reality. That was about to change. Building Confidence I came to HBS wanting to start my own thing – with the rough concept of AirBnB View Details