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    • All HBS Web  (3,756)
      • Faculty Publications  (725)

      Marketing EffectivenessRemove Marketing Effectiveness →

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      • Article

      An Evaluation of Money Market Fund Reform Proposals

      By: Samuel G. Hanson, David S. Scharfstein and Adi Sunderam
      U.S. money market mutual funds (MMFs) are an important source of dollar funding for global financial institutions, particularly those headquartered outside the U.S. MMFs proved to be a source of considerable instability during the financial crisis of 2007–2009,... View Details
      Keywords: Balance and Stability; Globalized Markets and Industries; Banks and Banking
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      Hanson, Samuel G., David S. Scharfstein, and Adi Sunderam. "An Evaluation of Money Market Fund Reform Proposals." IMF Economic Review 63, no. 4 (November 2015): 984–1023.
      • November 2015
      • Article

      Cannibalization and Option Value Effects of Secondary Markets: Evidence from the U.S. Concert Industry

      By: Victor Manuel Bennett, Robert Seamans and Feng Zhu
      We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary market firms caused by intermediaries entering secondary markets: the "cannibalization" and "option value"... View Details
      Keywords: Cannibalization Effect; Option Value Effect; Secondary Markets; Concert Industry; Craigslist; Competition; Distribution Channels; Entertainment and Recreation Industry
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      Bennett, Victor Manuel, Robert Seamans, and Feng Zhu. "Cannibalization and Option Value Effects of Secondary Markets: Evidence from the U.S. Concert Industry." Strategic Management Journal 36, no. 11 (November 2015): 1599–1614.
      • October 2015
      • Article

      How Smart, Connected Products Are Transforming Companies

      By: Michael E. Porter and James E. Heppelmann
      The evolution of products into intelligent, connected devices is revolutionizing business. In a November 2014 article, "How Smart, Connected Products Are Transforming Competition," Harvard Business School professor Michael Porter and PTC president and CEO James... View Details
      Keywords: Organizational Change and Adaptation; Technological Innovation; Information Technology; Organizational Structure; Operations; Business Strategy
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      Porter, Michael E., and James E. Heppelmann. "How Smart, Connected Products Are Transforming Companies." Harvard Business Review 93, no. 10 (October 2015): 97–114.
      • Article

      Reaching for Yield in the Bond Market

      By: Bo Becker and Victoria Ivashina
      Reaching for yield—the propensity to buy riskier assets in order to achieve higher yields—is believed to be an important factor contributing to the credit cycle. This paper analyzes this phenomenon in the corporate bond market. Specifically, we show evidence for... View Details
      Keywords: Fixed Income; Reaching For Yield; Financial Intermediation; Insurance Companies; Insurance; Assets; Bonds; Investment Return; Investment Portfolio; Risk Management; Insurance Industry
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      Becker, Bo, and Victoria Ivashina. "Reaching for Yield in the Bond Market." Journal of Finance 70, no. 5 (October 2015): 1863–1902.
      • Article

      The Organizational Apology: A Step-by-Step Guide

      By: Maurice E. Schweitzer, Alison Wood Brooks and Adam D. Galinsky
      At some point, every company makes a mistake that requires an apology—to an individual; a group of customers, employees, or business partners; or the public at large. And more often than not, companies and their leaders fail to apologize effectively, if at all, which... View Details
      Keywords: Corporate Accountability; Marketing; Organizations
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      Schweitzer, Maurice E., Alison Wood Brooks, and Adam D. Galinsky. "The Organizational Apology: A Step-by-Step Guide." Harvard Business Review 93, no. 9 (September 2015): 44–52.
      • 2016
      • Working Paper

      Through the Grapevine: Network Effects on the Design of Executive Compensation Contracts

      By: Susanna Gallani
      Effective design of executive compensation contracts involves choosing and weighting performance measures, as well as defining the mix between fixed and incentive-based pay components, with a view to fostering talent retention and goal congruence. The variability in... View Details
      Keywords: Compensation Design; Board Interlocks; Compensation Consultants; Network Centrality; Homophily; Quadratic Assignment Procedure; Blockholders; Executive Compensation
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      Gallani, Susanna. "Through the Grapevine: Network Effects on the Design of Executive Compensation Contracts." Harvard Business School Working Paper, No. 16-019, August 2015. (Revised December, 2016.)
      • Article

      How Local Context Shapes Digital Business Abroad

      By: William R. Kerr
      This article identifies how digital businesses need to be adapted to the local environment in which they are being applied. Core ideas include the development of strong barriers to entry, the types of network effects encountered, and the localization of business... View Details
      Keywords: Business Model; Information Technology; Geographic Location; Market Entry and Exit; Adaptation; Entrepreneurship; Network Effects
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      Kerr, William R. "How Local Context Shapes Digital Business Abroad." Harvard Business Review (website) (June 24, 2015).
      • May 2015 (Revised May 2017)
      • Case

      Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste

      By: John A. Quelch and Margaret L. Rodriguez
      In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details
      Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States
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      Quelch, John A., and Margaret L. Rodriguez. "Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste." Harvard Business School Case 515-050, May 2015. (Revised May 2017.)
      • May 2015
      • Article

      Admitting Mistakes: Home Country Effect on the Reliability of Restatement Reporting

      By: Suraj Srinivasan, Aida Sijamic Wahid and Gwen Yu
      We study the frequency of restatements by foreign firms listed on U.S. exchanges. We find that the restatement rate of U.S. listed foreign firms is significantly lower than that of comparable U.S. firms and that the difference depends on the firm's home country... View Details
      Keywords: Accounting Restatements; Home Country Enforcement; Earnings Management; Globalized Firms and Management; Law; Financial Reporting; Financial Markets; Cross-Cultural and Cross-Border Issues
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      Srinivasan, Suraj, Aida Sijamic Wahid, and Gwen Yu. "Admitting Mistakes: Home Country Effect on the Reliability of Restatement Reporting." Accounting Review 90, no. 3 (May 2015): 1201–1240.
      • 2015
      • Other Teaching and Training Material

      Marketing Reading: Marketing Intelligence

      By: Robert J. Dolan and Leslie K. John
      This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges... View Details
      Keywords: Marketing Research; Marketing; Research
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      Dolan, Robert J., and Leslie K. John. "Marketing Reading: Marketing Intelligence." Core Curriculum Readings Series. Harvard Business Publishing 8191, 2015.
      • Article

      De Gustibus non est Taxandum: Heterogeneity in Preferences and Optimal Redistribution

      By: Benjamin B Lockwood and Matthew Weinzierl
      The prominent but unproven intuition that preference heterogeneity reduces redistribution in a standard optimal tax model is shown to hold under the plausible condition that the distribution of preferences for consumption relative to leisure rises, in terms of... View Details
      Keywords: Motivation and Incentives; Income; Decision Choices and Conditions; Consumer Behavior; Taxation; Microeconomics; Macroeconomics
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      Lockwood, Benjamin B., and Matthew Weinzierl. "De Gustibus non est Taxandum: Heterogeneity in Preferences and Optimal Redistribution." Journal of Public Economics 124 (April 2015): 74–80. (Also NBER Working Paper Series, No. 17784, September 2014 and Harvard Business School Working Paper, No. 12-063, January 2012.)
      • Article

      Big Other: Surveillance Capitalism and the Prospects of an Information Civilization

      By: Shoshana Zuboff
      This article describes an emergent logic of accumulation in the networked sphere, 'surveillance capitalism,' and considers its implications for 'information civilization.' The institutionalizing practices and operational assumptions of Google Inc. are the... View Details
      Keywords: Surveillance Capitalism; Big Data; Google; Information Society; Privacy; Internet Of Everything; Rights; Economic Systems; Analytics and Data Science; Internet and the Web; Ethics
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      Zuboff, Shoshana. "Big Other: Surveillance Capitalism and the Prospects of an Information Civilization." Journal of Information Technology 30, no. 1 (March 2015): 75–89.
      • 2015
      • Mimeo

      Market Power in Mortgage Lending and the Transmission of Monetary Policy

      By: David S. Scharfstein and Adi Sunderam
      We present evidence that high concentration in mortgage lending reduces the sensitivity of mortgage rates and refinancing activity to mortgage-backed security (MBS) yields. We isolate the direct effect of concentration and rule out alternative explanations in two ways.... View Details
      Keywords: Mortgage Lending; Market Power; Monetary Policy Transmission; Mortgages; Banking Industry; United States
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      Scharfstein, David S., and Adi Sunderam. "Market Power in Mortgage Lending and the Transmission of Monetary Policy." April 2015. Mimeo.
      • March 2015
      • Article

      Monetary Policy and Long-Term Real Rates

      By: Samuel G. Hanson and Jeremy C. Stein
      Changes in monetary policy have surprisingly strong effects on forward real rates in the distant future. A 100 basis point increase in the two-year nominal yield on a Federal Open Markets Committee announcement day is associated with a 42 basis point increase in the... View Details
      Keywords: Policy; Interest Rates; Economics
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      Hanson, Samuel G., and Jeremy C. Stein. "Monetary Policy and Long-Term Real Rates." Journal of Financial Economics 115, no. 3 (March 2015): 429–448.
      • 2015
      • Working Paper

      Match Your Own Price? Self-Matching as a Retailer's Multichannel Pricing Strategy

      By: Pavel Kireyev, Vineet Kumar and Elie Ofek
      Multichannel retailing has created several new strategic choices for firms. With respect to pricing, an important decision is whether to offer a "self-matching policy." Self-matching allows a multichannel retailer to offer the lowest of its online and in-store prices... View Details
      Keywords: Price Self-matching; Multichannel Retailing; Pricing Strategy; Marketing Strategy; Price; Distribution Channels; Supply and Industry; Retail Industry
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      Kireyev, Pavel, Vineet Kumar, and Elie Ofek. "Match Your Own Price? Self-Matching as a Retailer's Multichannel Pricing Strategy." Harvard Business School Working Paper, No. 15-058, January 2015.
      • January 2015
      • Article

      Competing with Privacy

      By: Ramon Casadesus-Masanell and Andres Hervas-Drane
      We analyze the implications of consumer privacy for competition in the marketplace. We consider a market where firms set prices and disclosure levels for consumer information, and consumers observe both before deciding which firm to patronize and how much information... View Details
      Keywords: Information Acquisition; Information Disclosure; Online Privacy; Privacy Regulation; Information; Rights; Internet and the Web; Competition; Internet and the Web; Corporate Disclosure; Ethics; Knowledge Acquisition
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      Casadesus-Masanell, Ramon, and Andres Hervas-Drane. "Competing with Privacy." Management Science 61, no. 1 (January 2015): 229–246.
      • December 2014 (Revised November 2015)
      • Case

      Alibaba Goes Public (A)

      By: Krishna Palepu, Suraj Srinivasan, Charles C.Y. Wang and David Lane
      In 2014 Alibaba debuted on the New York Stock Exchange, creating not only the largest IPO in history but this initial desire to list on the Hong Kong Stock Exchange was denied due to the company's desire to preserve its partner's control over decision rights. Why did... View Details
      Keywords: Dual-class Share Structure; Alibaba; IPOs; VIE; Corporate Governance; Financial Services Industry; United States; Hong Kong; China
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      Palepu, Krishna, Suraj Srinivasan, Charles C.Y. Wang, and David Lane. "Alibaba Goes Public (A)." Harvard Business School Case 115-029, December 2014. (Revised November 2015.)
      • December 2014 (Revised July 2016)
      • Case

      HEINEKEN—Brewing a Better World

      By: Forest L. Reinhardt, José Alvarez, Tonia Junker and Daniela Beyersdorfer
      The Dutch company HEINEKEN, one of the leading global brewers known for its brands like Heineken, Amstel, and Desperados and for its award-winning marketing campaigns, seeks to closely integrate its long-term sustainability "Brewing a Better World" approach into its... View Details
      Keywords: Beer/brewing Industry; Sustainability; Local Sourcing; Corporate Strategy; Global Strategy; Brands and Branding; Marketing Strategy; Supply Chain Management; Corporate Social Responsibility and Impact; Food and Beverage Industry
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      Reinhardt, Forest L., José Alvarez, Tonia Junker, and Daniela Beyersdorfer. "HEINEKEN—Brewing a Better World." Harvard Business School Case 715-022, December 2014. (Revised July 2016.)
      • December 2014
      • Article

      Clusters, Convergence, and Economic Performance

      By: Mercedes Delgado, Michael E. Porter and Scott Stern
      This paper evaluates the role of regional cluster composition in regional industry performance. On the one hand, diminishing returns to specialization in a location can result in a convergence effect: the growth rate of an industry within a region may be declining in... View Details
      Keywords: Clusters; Economics; Industry Clusters; Economy; Growth and Development; United States
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      Delgado, Mercedes, Michael E. Porter, and Scott Stern. "Clusters, Convergence, and Economic Performance." Research Policy 43, no. 10 (December 2014): 1785–1799.
      • Winter 2014
      • Article

      Does Service Bundling Reduce Churn?

      By: Jeff Prince and Shane Greenstein
      We examine whether bundling in telecommunications services reduces churn using a series of large, independent cross sections of household decisions. To identify the effect of bundling, we construct a pseudo-panel dataset and utilize a linear, dynamic panel-data model,... View Details
      Keywords: Communication Technology; Customer Satisfaction; Product Marketing; Telecommunications Industry
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      Prince, Jeff, and Shane Greenstein. "Does Service Bundling Reduce Churn?" Journal of Economics & Management Strategy 23, no. 4 (Winter 2014): 839–875.
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