Publications

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January–April 1996
Article

Implementing Marketing Strategy

By: Frank V. Cespedes

Keywords: Marketing; Strategy

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Research Summary

Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide

The organizational theory of the multinational firms holds that foreignness is a liability, and specifically that lack of embeddedness in host-country social networks is a source of competitive disadvantage; meanwhile the literature on labor market discrimination... View Details

Keywords: Multinational Firm; Multinationals; Labor Market Discrimination

Article

How will Emerging Markets Shape the Alternative Assets Arena?

By: Roberto Charvel

This article looks at the growth of pensions in Latin America and its future impact in local alternative assets' investments locally and in the developed world. View Details

Keywords: Emerging Economies; Emerging Markets; Pension; Institutional Investments; Alternative Assets; Venture Capital; Private Equity; Entrepreneurship; Financial Services Industry; Latin America

22 Aug 2016
News

A Refresher on Marketing Myopia

March 1997
Background Note

Copper and Zinc Markets 1996

By: Peter Tufano

Provides background information on copper and zinc markets as of mid-1996. Discusses supply and demand conditions, forecasts of the spot prices of the metals, and contracts for future delivery (forwards, futures, and options). View Details

Keywords: Demand and Consumers; Metals and Minerals; Supply and Industry; Mining Industry

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

Web

Marketing - Faculty & Research

Marketing Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students Featured Publication Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb By: Shunyuan... View Details

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

May 2012
Case

Evergreen Natural Markets 2012

By: Rosabeth M. Kanter and Paul S. Myers

Evergreen Natural Markets is a successful food retailer located in the Rocky Mountain region of the U.S. Having grown through acquisition, it has a reputation for improving the companies it purchases while retaining previous management. This strategy has succeeded due... View Details

Keywords: United States; Operating Systems; Acquisitions; Strategy; Human Resource Management; Consolidations; Retail Trade; Food; Growth Management; Organizational Culture; Consolidation; Acquisition; Business Processes; Retail Industry; Food and Beverage Industry; Las Vegas; Western United States

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

February 2011
Article

The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography

By: Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor

We introduce the concept of an underdog brand biography (UBB) to describe an emerging trend in branding in which firms author an historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential... View Details

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12 Nov 2008
Research & Ideas

The Marketing of a President

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. When the... View Details

Keywords: by John Quelch

13 Feb 2006
Research & Ideas

The Hidden Market for Babies

reproductive medicine have indeed created a market for babies, a market in which parents choose traits, clinics woo clients, and specialized providers earn millions of dollars a year. In this market,... View Details

Keywords: by Manda Salls; Biotechnology; Health; Technology

2002
Chapter

Digital Marketing Communication

By: J. A. Deighton and Patrick Barwise

Keywords: Marketing Communications; Digital Marketing; Internet and the Web