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Show Results For
- All HBS Web
(18,437)
- People (25)
- News (3,474)
- Research (12,670)
- Events (105)
- Multimedia (293)
- Faculty Publications (10,578)
- August 1993
- Case
Nestle S.A.: International Marketing (B)
By: John A. Quelch
Describes organization changes announced by Nestle's chariman in 1991 and updates the description of Nestle's marketing organization. View Details
Keywords: Organizational Change and Adaptation; Marketing Strategy; Organizational Structure; Globalization; Consumer Products Industry; Food and Beverage Industry; Switzerland
Quelch, John A. "Nestle S.A.: International Marketing (B)." Harvard Business School Case 594-011, August 1993.
- January 1997 (Revised March 1998)
- Case
Oscar Mayer: Strategic Marketing Planning
By: John A. Quelch
The marketing director of Oscar Mayer faces a series of strategic marketing options regarding established and new products, including budget and capacity allocation decisions. View Details
Keywords: Decisions; Marketing Strategy; Product Launch; Product Development; Manufacturing Industry; Food and Beverage Industry; United States
Quelch, John A., Robert Drane, and Dan Kotchen. "Oscar Mayer: Strategic Marketing Planning." Harvard Business School Case 597-051, January 1997. (Revised March 1998.)
- February 2002
- Article
Market Timing and Capital Structure
By: Malcolm Baker and Jeffrey Wurgler
It is well known that firms tend to raise equity when their market values are high relative to book and past market values. We document that the resulting effects on capital structure are very persistent. As a consequence, current capital structure is strongly related... View Details
Baker, Malcolm, and Jeffrey Wurgler. "Market Timing and Capital Structure." Journal of Finance 57, no. 1 (February 2002): 1–32. (Winner of Brattle Prize. First Prize Paper For outstanding papers on corporate finance published in the Journal of Finance presented by Brattle Group, Inc. Reprinted in Recent Developments in Corporate Finance, edited by Jay Ritter. Edward Elgar Publishing: UK, 2005.)
- June 1984 (Revised September 1986)
- Background Note
Introduction to Marketing
A brief introduction to the nature and scope of marketing. View Details
Keywords: Marketing
Shapiro, Benson P. "Introduction to Marketing." Harvard Business School Background Note 584-124, June 1984. (Revised September 1986.)
- Article
How will Emerging Markets Shape the Alternative Assets Arena?
By: Roberto Charvel
This article looks at the growth of pensions in Latin America and its future impact in local alternative assets' investments locally and in the developed world. View Details
Keywords: Emerging Economies; Emerging Markets; Pension; Institutional Investments; Alternative Assets; Venture Capital; Private Equity; Entrepreneurship; Financial Services Industry; Latin America
Charvel, Roberto. "How will Emerging Markets Shape the Alternative Assets Arena?" Venture Equity Latin America 10, no. 15 (September 15, 2011).
- 09 Feb 2012
- Sharpening Your Skills
Sharpening Your Skills: Online Marketing
benefit merchants through advertising, simply by informing consumers of a merchant's existence via e-mail. For some merchants, the benefits of offering discount vouchers are sharply reduced if individual customers buy multiple vouchers. As a View Details
- Teaching Interest
Marketing Strategies for Profitable Growth—China
By: John A. Deighton
Maintaining quality standards and sustaining profitable growth in China's rapidly evolving marketplace requires powerful marketing strategies that enable organizations to build and nurture long-term customer relationships. To help... View Details
- 1991
- Book
Global Marketing Management
By: Robert D. Buzzell, John A. Quelch and Christopher A. Bartlett
Buzzell, Robert D., John A. Quelch, and Christopher A. Bartlett. Global Marketing Management. 2nd ed. Reading, MA: Addison-Wesley Publishing Company, 1991.
- 1999
- Book
Global Marketing Management
By: J. A. Quelch and C. A. Bartlett
Quelch, J. A., and C. A. Bartlett. Global Marketing Management. 4th ed. Reading, MA: Addison-Wesley Publishing Company, 1999.
- 19 Sep 2017
- Working Paper Summaries
An Invitation to Market Design
.ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE p.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE li.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE div.MsoNormal... View Details
- September 1995 (Revised October 1995)
- Case
Transcape Systems: Creating a Market
Entrepreneurial companies must overcome substantial barriers to create markets for innovative products in industries reluctant to embrace change. Transcape Systems faces this callenge as it attempts to create a market for interactive multimedia software in the... View Details
Keywords: Market Entry and Exit; Applications and Software; Entrepreneurship; Business Startups; Product Marketing; Information Technology Industry; Entertainment and Recreation Industry; Health Industry
Kosnik, Thomas J., and Dave Frampton. "Transcape Systems: Creating a Market." Harvard Business School Case 596-047, September 1995. (Revised October 1995.)
- Article
The Marketing Gearbox
By: Frank V. Cespedes
Keywords: Marketing
Cespedes, Frank V. "The Marketing Gearbox." Strategy & Business, no. 3 (Second Quarter 1996): 22–39.
- January 1999 (Revised October 2000)
- Background Note
Going to Market
By: Robert J. Dolan
Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management. View Details
Dolan, Robert J. "Going to Market." Harvard Business School Background Note 599-078, January 1999. (Revised October 2000.)
- December 1992 (Revised November 1994)
- Case
Becton Dickinson Division: Marketing Organization
By: Frank V. Cespedes
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details
Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry
Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.)
- 2000
- Book
Using Market Knowledge
By: Rohit Deshpandé
Deshpandé, Rohit, ed. Using Market Knowledge. Thousand Oaks, CA: SAGE Publications, 2000.
- January–April 1996
- Article
Implementing Marketing Strategy
By: Frank V. Cespedes
Cespedes, Frank V. "Implementing Marketing Strategy." Journal of Marketing Management 12, nos. 1-3 (January–April 1996): 135–160.
- February 2010 (Revised March 2016)
- Background Note
Marketing Analysis Toolkit: Break-even Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by... View Details
Keywords: Decision Making; Investment Return; Spending; Management Analysis, Tools, and Techniques; Marketing Strategy; Strategic Planning; Mathematical Methods
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Break-even Analysis." Harvard Business School Background Note 510-080, February 2010. (Revised March 2016.)
- Article
Market Interest in Nonfinancial Information
By: R. G. Eccles, Michael P. Krzus and George Serafeim
Market interest in nonfinancial (e.g., Environmental, Social, and Governance [ESG]) information, including data produced by the Carbon Disclosure Project (CDP), is growing. Using data from Bloomberg we analyze this interest from a variety of different perspectives, and... View Details
Keywords: Markets; Analytics and Data Science; Perspective; Environmental Sustainability; Social Issues; Corporate Disclosure; Projects; Interests
Eccles, R. G., Michael P. Krzus, and George Serafeim. "Market Interest in Nonfinancial Information." Journal of Applied Corporate Finance 23, no. 4 (Fall 2011): 113–127.
- 2022
- Article
Which Corporate ESG News Does the Market React To?
By: George Serafeim and Aaron Yoon
Using a dataset that classifies firm-level ESG news as positive and negative, we examine how stock prices react to different types of ESG news. We analyze 111,020 firm-day observations for 3,126 companies and find that prices react only to issues identified as... View Details
Keywords: ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Capital; Environment; Sustainability; CSR; Stock Price; Stock Market Expectations; Materiality; Market Reaction; Environmental Sustainability; Governance; Social Issues; Performance; News
Serafeim, George, and Aaron Yoon. "Which Corporate ESG News Does the Market React To?" Financial Analysts Journal 78, no. 1 (2022): 59–78.
- 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