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Show Results For
- All HBS Web
(17,959)
- People (25)
- News (3,197)
- Research (12,433)
- Events (111)
- Multimedia (224)
- Faculty Publications (10,246)
- 2022
- Working Paper
Category Kings or Commoners? Marketing Shaping and Its Consequences in Nascent Categories
By: Rory McDonald
For a new market category to materialize, someone must actively bring it into existence. Yet it remains a mystery how entrepreneurs, whose resources are stretched thin, can accomplish this task. Prior research emphasizes the importance of market-shaping... View Details
- May 1986
- Supplement
Gillette Co.: Dry Idea Advertising (C), Video
Designed for use in class as an epilogue to the story of the struggle to solve creative problems on Gillette's Dry Idea antiperspirant. The videotape announces the bake-off competition winner: BBDO. It also shows excerpts from interviews conducted a year and a half... View Details
Bonoma, Thomas V. "Gillette Co.: Dry Idea Advertising (C), Video." Harvard Business School Video Supplement 886-513, May 1986.
- Article
Exchange Rates and Foreign Direct Investment: An Imperfect Capital Markets Approach
By: K. A. Froot and Jeremy Stein
Keywords: Corporate Finance; Market Imperfections; Foreign Direct Investment; Markets; Financial Instruments; Asset Pricing
Froot, K. A., and Jeremy Stein. "Exchange Rates and Foreign Direct Investment: An Imperfect Capital Markets Approach." Quarterly Journal of Economics 106, no. 4 (November 1991): 1191–1217. (Revised from NBER Working Paper No. 2914, March 1989.)
- August 2018 (Revised February 2023)
- Case
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Jill Avery and Ayelet Israeli
As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- 05 Dec 2023
- Cold Call Podcast
What Founders Get Wrong about Sales and Marketing
Keywords: Re: Mark N. Roberge
- June 1994
- Background Note
Scope and Challenge of Business-to-Business Marketing
Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details
Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology
Rangan, V. Kasturi. "Scope and Challenge of Business-to-Business Marketing." Harvard Business School Background Note 594-125, June 1994.
- January 2013
- Case
Brannigan Foods: Strategic Marketing Planning
By: John A. Quelch and James T. Kindley
The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details
Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Food and Beverage Industry; Food and Beverage Industry
Quelch, John A., and James T. Kindley. "Brannigan Foods: Strategic Marketing Planning." Harvard Business School Brief Case 913-545, January 2013.
- 2021
- Working Paper
Regulatory Approval and Expanded Market Size
By: Benjamin Berger, Amitabh Chandra and Craig Garthwaite
Regulatory review of new medicines is often viewed as a hindrance to innovation by increasing the hurdle to bring products to market. However, a more complete accounting of regulation must also account for its potential market expanding effects through quality... View Details
Keywords: New Medicines; Regulatory Approval; Health Care and Treatment; Research and Development; Governing Rules, Regulations, and Reforms; Markets; Expansion; Pharmaceutical Industry
Berger, Benjamin, Amitabh Chandra, and Craig Garthwaite. "Regulatory Approval and Expanded Market Size." NBER Working Paper Series, No. 28889, June 2021.
- March 1999 (Revised January 2000)
- Background Note
Interactive Technologies and Relationship Marketing Strategies
By: Youngme E. Moon
Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details
Moon, Youngme E. "Interactive Technologies and Relationship Marketing Strategies." Harvard Business School Background Note 599-101, March 1999. (Revised January 2000.)
- 25 Jan 2017
- HBS Case
How Should Advertisers Respond to Consumer Demand for Whiter Skin?
company’s obligation lie? The struggle over the advertising of India’s fairness creams is the centerpiece of a March 2016 case “Fair & Lovely vs. Dark Is Beautiful,” which was written by Rohit Deshpandé, Sebastian S. Kresge Professor... View Details
- May 2016
- Case
OPET: Precision Marketing in Uncertain Times
By: Rajiv Lal, Esel Çekin and Eren Kuzucu
During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details
Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey
Lal, Rajiv, Esel Çekin, and Eren Kuzucu. "OPET: Precision Marketing in Uncertain Times." Harvard Business School Case 516-087, May 2016.
- 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
Green, Jerry R., and Jean-Jacques Laffont. "Sequential Innovation and Market Structure." Harvard Institute of Economic Research Discussion Paper, No. 1185, October 1985.
- September 2014
- Case
Victors & Spoils: 'Born Open'
By: Karim R. Lakhani and Michael L. Tushman
Victors & Spoils (V&S), located in Boulder, Colorado, was the first advertising agency built on open innovation and crowdsourcing principles from the ground-up. V&S was co-founded in 2009 by John Winsor, Claudia Batten and Evan Fry, all former members of the... View Details
Keywords: Advertising Agency; Marketing; Crowdsourcing; Open Innovation; Growth; Acquisitions; Advertising; Advertising Campaigns; Digital Marketing; Acquisition; Innovation and Invention; Advertising Industry; United States
Lakhani, Karim R., and Michael L. Tushman. "Victors & Spoils: 'Born Open'." Harvard Business School Multimedia/Video Case 415-701, September 2014.
- May 2007
- Article
The Impact of Direct-to-Consumer Advertising in Orthopaedics
By: Kevin J. Bozic, Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville, William J. Maloney, Brian Parsley and Harry E. Rubash
Bozic, Kevin J., Amanda R. Smith, Sanaz Hariri, Sanjo Adeoye, John T. Gourville, William J. Maloney, Brian Parsley, and Harry E. Rubash. "The Impact of Direct-to-Consumer Advertising in Orthopaedics." Clinical Orthopaedics and Related Research, no. 458 (May 2007): 202–219.
- 07 Dec 2018
- Working Paper Summaries
Oral History and Writing the Business History of Emerging Markets
Keywords: by Geoffrey Jones and Rachael Comunale
- 2005
- Working Paper
Pseudo Market Timing and Predictive Regressions
By: Malcolm Baker, Ryan Taliaferro and Jeffrey Wurgler
A number of studies claim that aggregate managerial decision variables, such as aggregate equity issuance, have power to predict stock or bond market returns. Recent research argues that these results may be driven by an aggregate time-series version of Schultz's... View Details
Keywords: Managerial Roles; Equity; Market Timing; Financial Instruments; Investment Return; Mathematical Methods
Baker, Malcolm, Ryan Taliaferro, and Jeffrey Wurgler. "Pseudo Market Timing and Predictive Regressions." NBER Working Paper Series, No. 10823, January 2005. (First Draft in 2004.)
- 31 May 2012
- Working Paper Summaries
Conflict Policy and Advertising Agency-Client Relations: The Problem of Competing Clients Sharing a Common Agency
- April 1990 (Revised January 1993)
- Case
Ad Council's AIDS Campaign (A): Advertising Strategy
By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (A): Advertising Strategy." Harvard Business School Case 590-105, April 1990. (Revised January 1993.)
- May 2009 (Revised January 2011)
- Case
Enel: Power, Russia, and Global Markets
By: Rawi E. Abdelal, Richard H.K. Vietor and Sogomon Tarontsi
Although the global trend toward liberalization of electric utilities forced Enel, the largest power company in Italy, to give up some of its assets in its home base, it also opened up many opportunities abroad, including in Russia, one of the largest electricity... View Details
Keywords: Mergers and Acquisitions; Energy Generation; Foreign Direct Investment; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business and Government Relations; Utilities Industry; Russia; Italy
Abdelal, Rawi E., Richard H.K. Vietor, and Sogomon Tarontsi. "Enel: Power, Russia, and Global Markets." Harvard Business School Case 709-046, May 2009. (Revised January 2011.)