Publications

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27 Mar 2007
First Look

First Look: March 27, 2007

for the Global Poor: Creating Social and Economic Value, edited by V. Kasturi Rangan, John A. Quelch, Gustavo Herrero and Brooke Barton. John... View Details

Keywords: Martha Lagace

03 Jul 2018
First Look

New Research and Ideas, July 3, 2018

and the normative orientation of medical professionals. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=54600 Summer 2018 California Management Review CSR Needs CPR: Corporate Sustainability and Politics By: Lyon, Thomas, Magali View Details

Keywords: Dina Gerdeman

11 Sep 2007
First Look

First Look: September 11, 2007

also—and crucially so—on whether or not the platforms subsidize one side of the market in equilibrium. For example, with prices being strategic complements across platforms, we show that a cost-reducing investment by one firm may have a... View Details

Keywords: Martha Lagace

April 2010 (Revised September 2011)
Case

Malaysia: People First?

By: Diego A. Comin and John Abraham

On March 30, 2010, Prime Minister Najib Razak presented his new economic model (NEM) for Malaysia. With the goal of raising per capita income to over $15,000 by 2020 from the current level of $6,634, the plan included measures to improve human capital, reduce migration... View Details

Keywords: Globalized Economies and Regions; Problems and Challenges; Crime and Corruption; Developing Countries and Economies; Development Economics; Emerging Markets; Transformation; Governing Rules, Regulations, and Reforms; Wealth and Poverty; Equality and Inequality; Malaysia

June 2010 (Revised July 2011)
Case

Classic Knitwear and Guardian: A Perfect Fit?

By: John A. Quelch and Patricia Girardi

Classic Knitwear manufactures and distributes casual apparel, either unbranded or under a private-label brand name. Partly because Classic has no brand recognition with consumers, gross margins are low. To improve margins, the company considers partnering via a... View Details

Keywords: Market Research; Forecasting; Consumer Marketing; New Product Marketing; Product Lines; Merchandising; Branding; Demand and Consumers; Partners and Partnerships; Marketing Strategy; Forecasting and Prediction; Product Marketing; Brands and Branding; Product Development; Manufacturing Industry; Apparel and Accessories Industry

November – December 2008
Article

Holding a Mirror up to Marketing

By: John A. Quelch and Katherine Jocz

The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details

Keywords: Marketing; Advertising Campaigns; Welfare; Diversity; Emotions; Government and Politics

Read Now

February 2007
Tutorial

Measuring Marketing Performance

By: John A. Quelch

In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which... View Details

Keywords: Marketing Strategy; Corporate Strategy; Performance Evaluation

14 Jun 2016
First Look

June 14, 2016

further research on psychological safety in both sectors, separately and together. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50683 forthcoming The Oxford Handbook of Workplace Discrimination Organizational Remedies for Discrimination By: Ely, R.,... View Details

Keywords: Sean Silverthorne

24 May 2011
First Look

First Look: May 24

PublicationsClusters and Competitiveness: Porter's Contribution Authors:Christian H.M. Ketels Publication:Chap. 10 in Competition and Competitive Advantage: The Ideas of Michael Porter, edited by Robert Huggins and Hiro Izushi, 173-192.... View Details

Keywords: Sean Silverthorne

15 Dec 2015
First Look

December 15, 2015

forthcoming Journal of Marketing Research The Role of (Dis)similarity in (Mis)predicting Others' Preferences By: Barasz, Kate, Tami Kim, and Leslie John Abstract—Consumers readily indicate liking options that appear dissimilar—for... View Details

Keywords: Carmen Nobel

26 Jun 2007
First Look

First Look: June 26, 2007

Working PapersTaxes, Institutions and Foreign Diversification Opportunities Authors:Mihir A. Desai and Dhammika Dharmapala Abstract Investors can access foreign diversification opportunities through either foreign portfolio investment... View Details

Keywords: Martha Lagace

17 Apr 2007
First Look

First Look: April 17, 2007

http://www.e-elgar.co.uk/Bookentry_Main.lasso?id=4045 Colorblindness and Diversity: Conflicting Goals in Decisions Influenced by Race Authors:Michael I. Norton, Joseph A. Vandello, Andrew Biga, and View Details

Keywords: Martha Lagace

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

07 Oct 2008
First Look

First Look: October 7, 2008

Financially Constrained Authors:Shawn A. Cole, Peter Tufano, and John Thompson Publication:Chap. 2 in Borrowing to Live: Consumer and Mortgage Credit Revisited, 65-91. Washington: Brookings Institution... View Details

Keywords: Martha Lagace

03 Mar 2008
First Look

First Look: March 4, 2008

widgets, according to John Quelch and Katherine Jocz. In "Greater Good", the authors contend that marketing performs an essential societal function—and does so democratically. They maintain that people would benefit if the... View Details

Keywords: Martha Lagace

August 1997
Case

Orbital Sciences Corporation: ORBCOMM

By: Das Narayandas and John A. Quelch

In late 1993, Orbital Communications Corp. (OCC), a subsidiary of Orbital Sciences Corp., is developing a global two-way wireless data communications system, called "ORBCOMM," based on a 26-satellite constellation in low earth orbit. Service is scheduled to begin in... View Details

Keywords: Business Subsidiaries; Business Model; Business Startups; Price; Global Strategy; Marketing Strategy; Demand and Consumers; Partners and Partnerships; Salesforce Management; Telecommunications Industry

March 2022
Article

When Less Is More: Consumers Prefer Brands that Donate More in Relative versus Absolute Terms

By: Elizabeth A. Keenan, Anne V. Wilson and Leslie K. John

When trying to make a good impression on consumers through charitable giving, is it better for brands to maximize the overall dollars they donate or how much they give in relative terms; for example, the proportion of profits? Across five studies we show that consumers... View Details

Keywords: Cause-related Marketing; Charitable Donations; Generosity; Altruism; Philanthropy and Charitable Giving; Brands and Branding; Consumer Behavior