Publications

SSRN

Article

The Marketing Gearbox

By: Frank V. Cespedes

Keywords: Marketing

Article

Regulating Hospital Prices Based on Market Concentration Is Likely to Leave High-Price Hospitals Unaffected

By: Maximilian J. Pany, Michael E. Chernew and Leemore S. Dafny

Concern about high hospital prices for commercially insured patients has motivated several proposals to regulate these prices. Such proposals often limit regulations to highly concentrated hospital markets. Using a large sample of 2017 US commercial insurance claims,... View Details

Keywords: Health Care Providers; Hospitals; Insurance Market Regulation; Price Regulation; Markets; Health Care and Treatment; Cost; Quality; Insurance; Price; Governing Rules, Regulations, and Reforms

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2000
Book

Using Market Knowledge

By: Rohit Deshpandé

Keywords: Markets; Knowledge

January–April 1996
Article

Implementing Marketing Strategy

By: Frank V. Cespedes

Keywords: Marketing; Strategy

19 Sep 2017
Working Paper Summaries

An Invitation to Market Design

.ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE p.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE li.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE div.MsoNormal... View Details

Keywords: by Scott Duke Kominers, Alexander Teytelboym, and Vincent P. Crawford

16 Aug 2010
News

Sports Marketing Lifetime Achievement Award

January 1979 (Revised February 1987)
Background Note

Note on Market and Consumer Research

Discusses scope of market and consumer research, steps in the research process, and how managers use research in marketing and decision-making. View Details

Keywords: Research; Marketing; Decision Making

21 Sep 2023
Blog Post

Hands-on Learning About Global Markets

The challenge posed to students in HBS’s FIELD Global Immersion (FGI) course sounds a bit like a premise for reality TV: Travel to unfamiliar markets where you might not speak the language, work in teams with students you might not know,... View Details

October 2002 (Revised November 2003)
Case

Wal-Mart Neighborhood Markets

By: David E. Bell, Jeffrey M. Feiner and Iris T. Li

Wal-Mart has been growing at 15% per year for the last 10 years. Can it keep growing at that rate for the next 10 years? CEO Lee Scott reflects on his strategy for achieving such growth, relying on a combination of supercenters, neighborhood markets, and international... View Details

Keywords: Growth and Development; Leadership; Growth and Development Strategy; Marketing; Strategy; Retail Industry; United States

2016
Blog

Building A Culture of Health - John A. Quelch: The Marketing of Prevention

By: John A. Quelch

The US will devote 17.5% of GDP to health care this year, around $3 trillion. Yet only 3 percent of that will be spent on prevention, including both primary prevention (preventing illness in the first place) and secondary prevention (preventing sick people getting... View Details

Keywords: Healthcare; Healthcare Marketing; Prevention; Wellbeing; Health; Marketing; Health Industry; Insurance Industry; Public Administration Industry; Europe; North and Central America

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2015
Working Paper

Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections

By: Doug J. Chung and Lingling Zhang

We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details

Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States

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03 Feb 2003
Research & Ideas

Homeland Security: A Ready-made Market

government are mysterious, he added—the making of laws and sausages are two activities better left behind closed doors. The CIA can talk to the INS, but there are policy issues that affect the speed of adopting new systems.— Mark Hogan, BEA Government Systems The View Details

Keywords: by Julia Hanna; Service

01 Dec 2005
News

A Renter’s Market

Lee For Jonas Lee (MBA ’93) and his investment firm, Redbrick Partners, the purchase, refurbishment, rental, and maintenance of hundreds of low-cost, single-family urban homes represent a terrific, overlooked market opportunity. “It’s a... View Details

Keywords: Garry Emmons; Real Estate

September 2004 (Revised March 2007)
Case

G.I. JOE: Marketing an Icon

In the winter of 2003, Billy Lagor, the Hasbro toy company's brand manager for G.I. JOE, faced a set of decisions that would ultimately determine the 2004 marketing plan for the G.I. JOE brand. Under consideration were three different ways to market the military action... View Details

Keywords: Product Positioning; Marketing Strategy; Brands and Branding; Consumer Products Industry; United States

June 1984 (Revised September 1986)
Background Note

Introduction to Marketing

By: Benson P. Shapiro

A brief introduction to the nature and scope of marketing. View Details

Keywords: Marketing

December 2010 (Revised March 2011)
Background Note

Strategic Marketing in Creative Industries

By: Anita Elberse

A note for educators describing an elective course for second-year MBA Students at Harvard Business School, "Strategic Marketing in Creative Industries." which focuses on strategic marketing challenges for firms in the creative industries, defined as industries that... View Details

Keywords: Marketing Strategy