Publications

August 2024
Article

How Do Copayment Coupons Affect Branded Drug Prices and Quantities Purchased?

By: Leemore S. Dafny, Kate Ho and Edward Kong

Drug copayment coupons to reduce patient cost-sharing have become nearly ubiquitous for high-priced brand-name prescription drugs. Medicare bans such coupons on the grounds that they are kickbacks that induce utilization, but they are commonly used by... View Details

Keywords: Prescription Drugs; Coupons; Impact; Health Care and Treatment; Markets; Price; Spending; Pharmaceutical Industry; United States

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13 Jun 2014
Op-Ed

World Cup Soccer: 770 Billion Minutes of Attention

ads, billboards, and sponsorships in a month. In other words, this would make FIFA the seventh largest business in the world, after Britain's BP and before Japan's Toyota, when compared on an annual basis. The business of soccer has a potential View Details

Keywords: by Thales Teixeira; Sports

29 Aug 2016
Blog Post

First Year at HBS: A Foundation for Business

an effective general manager. I never could have imagined the extent to which the required curriculum (RC) would deliver so much knowledge in nearly every essential aspect of business, from marketing to finance to operations to... View Details

January 2024 (Revised February 2024)
Exercise

Travelogo: Understanding Customer Journeys

By: Eva Ascarza, Nicolas Padilla and Oded Netzer

In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

December 1990 (Revised June 1993)
Background Note

Price Discrimination

This note, which is introductory in nature, provides a classification scheme for some of the more common examples of price discrimination. For each case that is discussed, the note characterizes the appropriate market segments, the alternative product "versions," and... View Details

Keywords: Price; Segmentation

05 Dec 2013
Op-Ed

Encourage Breakthrough Health Care by Competing on Products Rather Than Patents

individual's BRCA1 and BRCA2 genes," but the Court, wisely I believe, made thoughtful distinctions about what is and is not patentable, deciding that, "A naturally occurring DNA segment is a product of nature and not patent... View Details

Keywords: by Richard G. Hamermesh; Biotechnology; Health

04 May 2020
Research & Ideas

Predictions, Prophets, and Restarting Your Business

media usage had declined among Americans less than 35 years old, and the only age group using Facebook more were people 55 or older, according to Edison Research.) As a marketing medium, online channels were cluttered and increasingly... View Details

Keywords: by Frank V. Cespedes

March 1999
Case

Eastman Kodak Company

By: Robert J. Dolan

Eastman Kodak has suffered significant declines in film market share at the hands of lower-priced branded producers and private label products. The case presents Kodak's proposal to launch a new economy brand of film to combat these rivals. A rewritten version of an... View Details

Keywords: Segmentation; Product Positioning; Price; Brands and Branding; Product Launch; Consumer Products Industry

25 Sep 2000
Research & Ideas

Cyber-Marketing: Scouting the Digital Communications Frontier

television brings people together and lets advertisers build giant brands and promote broad cultural trends, the Web segments the audience into small pockets of interest. Mass marketers have a whole new game... View Details

Keywords: by Peter K. Jacobs

11 Apr 2016
HBS Seminar

Pian Shu, Harvard Business School

23 Nov 2010
First Look

First Look: November 23

psychology and ethical decision making. Read the paper: http://www.francescagino.com/uploads/4/7/4/7/4747506/caruso_gino_cognition_2011.pdf The Design of Online Advertising Markets Author: Benjamin G. Edelman Publication: In The Handbook... View Details

Keywords: Sean Silverthorne

17 Sep 2001
Research & Ideas

Let Customers Call the Shots

information, and even price. Consumers can shape the marketing interaction, making it more relevant for themselves, and this should lead to greater involvement and responsiveness. The hope is an improvement in View Details

Keywords: by Martha Lagace

Research Summary

Clinical Trials as a setting for Health Policy and Management Research

The clinical trial marketplace is in flux. A decade ago, pharmaceutical firms almost exclusively conducted the study of their novel drug compounds within major academic medical centers. But today, industry-sponsored clinical trials are increasingly using community... View Details

November 2006
Case

Organics: Coming Center Stage?

By: James E. Austin and Reed Martin

The organics movement has certainly come a long way. From hippie farming communes and a scattering of natural food stores in the 1960s, organics outgrew its origins as a counterculture curiosity of the 1970s to become the fastest growing segment of the food industry in... View Details

Keywords: Food; Supply and Industry; Consumer Behavior; Competitive Advantage; Competitive Strategy; Food and Beverage Industry; United States

Web

Finance - Faculty & Research

pension funds, endowments, sovereign wealth funds, and large family offices. However, as personal wealth has grown among broader segments of the population, along with advancements in technology and a slowdown in traditional fundraising,... View Details

January – February 2011
Article

'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

By: Elie Ofek, Zsolt Katona and Miklos Sarvary

The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details

Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry

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December 1992 (Revised October 1993)
Case

BMW: The Ultimate Driving Machine Seeks to De-Yuppify Itself

By: Stephen A. Greyser and Wendy Smith Schille

Tracks changes in the luxury auto market during the 1980s and early 1990s. Shifts in target consumer behavior--particularly the yuppie lifestyle--serve as the basis for manufacturer modifications of product line, positioning, and advertising. The climax of the case is... View Details

Keywords: Advertising; Change Management; Transformation; Brands and Branding; Product Positioning; Production; Luxury; Segmentation; Auto Industry