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Show Results For
- All HBS Web
(4,187)
- People (8)
- News (613)
- Research (3,125)
- Events (19)
- Multimedia (14)
- Faculty Publications (2,060)
- 21 Jun 2010
- Research & Ideas
Strategy and Execution for Emerging Markets
therefore focus their research worldwide, not just on the BRICs. “Often the main prize today is the emerging middle class, which aspires to consume world class products at lower price points." -Krishna G. Palepu "We have been studying... View Details
Keywords: by Martha Lagace
- Teaching Interest
MBA Elective Curriculum Business Marketing and Sales
Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details
- 06 Mar 2020
- Working Paper Summaries
Consumer Protection in an Online World: An Analysis of Occupational Licensing
- March 2025
- Case
Stagwell: AI and the Future of Marketing
By: Suraj Srinivasan and Radhika Kak
In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
- October 2009 (Revised March 2012)
- Case
Nettwerk: Digital Marketing in the Music Industry
By: John A. Deighton and Leora Kornfeld
How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details
Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry
Deighton, John A., and Leora Kornfeld. "Nettwerk: Digital Marketing in the Music Industry." Harvard Business School Case 510-055, October 2009. (Revised March 2012.) (request a courtesy copy.)
- 03 Apr 2019
- News
Do Your Experiential Marketing Moves Produce Enough ROI?
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- 25 Apr 2014
- News
Strategists analyze market forces—great strategists also look beyond the market
government and interest groups that also seek market imperfections and try to fix them through legal or social means. "These non-market forces can affect the 'rules' of competition: think of Google's continued deliberations with US and EU... View Details
- 2016
- Chapter
Navigating Natural Monopolies: Market Strategy and Nonmarket Challenges in Radio and Television Audience Measurement Markets
By: Hillary Greene and Dennis Yao
This paper explores how firms within the audience measurement industry, specifically its radio and television markets, have navigated myriad market and nonmarket challenges. The market strategies and the nonmarket forces that constrain those strategies are largely... View Details
Keywords: Measurement and Metrics; Marketing Strategy; Consumer Behavior; Monopoly; Television Entertainment; Public Opinion; Geographic Scope; Media and Broadcasting Industry; United States
Greene, Hillary, and Dennis Yao. "Navigating Natural Monopolies: Market Strategy and Nonmarket Challenges in Radio and Television Audience Measurement Markets." In Strategy Beyond Markets. Vol. 34, edited by John de Figueiredo, Michael Lenox, Felix Oberholzer-Gee, and Rick Vanden Bergh, 367–411. Advances in Strategic Management. Emerald Group Publishing, 2016.
- 07 Apr 2022
- Research & Ideas
Giving Back: Consumers Care More About How Companies Donate Than How Much
Companies donate billions of dollars every year, hoping their generosity will not only help important causes, but also attract socially conscious consumers to their brands. What companies might not realize is that people focus less on the... View Details
Keywords: by Pamela Reynolds
- 16 Jun 2015
- Working Paper Summaries
Paying Up for Fair Pay: Consumers Prefer Firms with Lower CEO-to-Worker Pay Ratios
- 09 Nov 2016
- Op-Ed
6 Lessons from Donald Trump's Winning Marketing Manual
Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best View Details
Keywords: by John A. Quelch
- 17 Mar 2020
- Working Paper Summaries
From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior
- 07 Jan 2025
- Blog Post
Revolutionizing Wellness: Kate Twist (MBA 2008) Shapes the Future of Consumer Health Brands
consumer research around the world to understand what people hoped their skincare products could do,” Twist explained. “I was also fortunate to learn from and be developed by several HBS alums (every leader on the Clinique Global View Details
- 04 Dec 2007
- Working Paper Summaries
Dynamics of Platform Competition: Exploring the Role of Installed Base, Platform Quality and Consumer Expectations
- 2008
- Working Paper
Competition and Resource Sensitivity in Marriage and Roommate Markets
By: Bettina-Elisabeth Klaus
We consider one-to-one matching markets in which agents can either be matched as pairs or remain single. In these so-called roommate markets agents are consumers and resources at the same time. We investigate two new properties that capture the effect a newcomer has on... View Details
Klaus, Bettina-Elisabeth. "Competition and Resource Sensitivity in Marriage and Roommate Markets." Harvard Business School Working Paper, No. 09-072, December 2008.
- 23 Mar 2015
- Research & Ideas
It’s Called ‘Price Coherence,’ and It’s Surprisingly Bad for Consumers
attract desirable customers. "On the face of it, price coherence seems good for consumers because they get a benefit for choosing the intermediary, and they pay no additional fee," says Benjamin G. Edelman, an associate professor at... View Details
- 05 Jul 2010
- News
Marketing strategies for growth in China
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
predictor of events, but the power and sometimes outrageous language used by Levitt changed the nature of debate on the issue, and created new perspectives for managers to consider as they approach world markets. Levitt's key insight endures: View Details
Keywords: by Working Knowledge editors
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
increasingly turn to athletes to promote their products. The marketing executives I spoke with told me they value these endorsements especially because it is getting more and more difficult to reach a wide group of View Details