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      • Faculty Publications  (648)

      Marketing ResearchRemove Marketing Research →

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      • December 2009
      • Teaching Note

      TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)

      By: V. Kasturi Rangan and Sunru Yong
      Teaching Note for 4065. View Details
      Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing Channels; Brands and Branding
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      Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)." Harvard Business School Teaching Note 094-066, December 2009.
      • December 2009
      • Supplement

      TruEarth Healthy Foods: Market Research for a New Product Introduction, Instructor's Spreadsheet (Brief Case)

      By: V. Kasturi Rangan and Sunru Yong
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      Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction, Instructor's Spreadsheet (Brief Case)." Harvard Business School Spreadsheet Supplement 094-068, December 2009.
      • December 2009
      • Supplement

      TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)

      By: V. Kasturi Rangan and Sunru Yong
      Keywords: Market Research; Consumer Marketing; Brands; Research; Marketing; Product Launch; Brands and Branding
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      Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction, Student Spreadsheet (Brief Case)." Harvard Business School Spreadsheet Supplement 094-067, December 2009.
      • May 2009
      • Article

      Customer-Based Valuation

      By: Sunil Gupta
      Customer lifetime value (CLV) has emerged as an important metric to manage and grow customers. Marketing scholars have written many books and articles on this topic. However, most of this research has focused on tactical marketing decisions. While this is important, it... View Details
      Keywords: Customers; Valuation
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      Gupta, Sunil. "Customer-Based Valuation." Journal of Interactive Marketing 23, no. 2 (May 2009): 169–178.
      • December 2009
      • Article

      Strategy-proofness versus Efficiency in Matching with Indifferences: Redesigning the NYC High School Match

      By: Atila Abdulkadiroglu, Parag A. Pathak and Alvin E. Roth
      The design of the New York City (NYC) High School match involved tradeoffs among efficiency, stability, and strategy-proofness that raise new theoretical questions. We analyze a model with indifferences—ties—in school preferences. Simulations with field data and the... View Details
      Keywords: Decision Choices and Conditions; Secondary Education; Marketplace Matching; Performance Efficiency; Mathematical Methods; Motivation and Incentives; Strategy; Balance and Stability
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      Abdulkadiroglu, Atila, Parag A. Pathak, and Alvin E. Roth. "Strategy-proofness versus Efficiency in Matching with Indifferences: Redesigning the NYC High School Match." American Economic Review 99, no. 5 (December 2009). (AER links to access the Appendix and Downloadable Data Set.)
      • October 2009 (Revised August 2014)
      • Case

      Tengion: Bringing Regenerative Medicine to Life

      By: Elie Ofek and Polly Ross Ribatt
      Tengion is a young biotech company that is at the frontier of regenerative medicine—a nascent field that seeks to promote the creation of new cells and tissue to repair or replace tissue or organ function lost due to age, disease, damage, or congenital defects. In late... View Details
      Keywords: Decision Choices and Conditions; Financial Crisis; Entrepreneurship; Health Care and Treatment; Technological Innovation; Product Launch; Product Development; Research and Development; Biotechnology Industry; United States
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      Ofek, Elie, and Polly Ross Ribatt. "Tengion: Bringing Regenerative Medicine to Life." Harvard Business School Case 510-031, October 2009. (Revised August 2014.)
      • October 2009
      • Teaching Note

      Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)

      By: F. Warren McFarlan
      Teaching Note for [308052]. View Details
      Keywords: Business Plan; Goals and Objectives; Competition; Research and Development; Globalization; Innovation and Invention; Brands and Branding; Problems and Challenges; Food and Beverage Industry; China
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      McFarlan, F. Warren. "Inner Mongolia Yili Group: China's Pioneering Dairy Brand (TN)." Harvard Business School Teaching Note 310-051, October 2009.
      • October 2009
      • Article

      Shaping Online Consumer Choice by Partitioning the Web

      By: Jolie M. Martin and Michael I. Norton
      This research explores how partitioning attributes in online search interfaces changes the valuations of those attributes-and impacts subsequent choice-such that attributes that are displayed as separate categories tend to receive greater decision weight than... View Details
      Keywords: Decision Choices and Conditions; Information Management; Demand and Consumers; Research; Internet and the Web; Valuation
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      Martin, Jolie M., and Michael I. Norton. "Shaping Online Consumer Choice by Partitioning the Web." Psychology & Marketing 26, no. 10 (October 2009): 908–926.
      • September 2009 (Revised February 2011)
      • Case

      Intellectual Ventures

      By: Andrei Hagiu, David B. Yoffie and Alison Berkley Wagonfeld
      Intellectual Ventures creates and acquires intellectual property, which it then seeks to monetize through non-exclusive licensing. In early 2009, as an increasing number of companies were trying to position themselves as leading intermediaries in the market for... View Details
      Keywords: Business Model; Innovation and Invention; Intellectual Property; Rights; Service Operations; Research and Development; Technology; Service Industry
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      Hagiu, Andrei, David B. Yoffie, and Alison Berkley Wagonfeld. "Intellectual Ventures." Harvard Business School Case 710-423, September 2009. (Revised February 2011.)
      • 2009
      • Working Paper

      Systemic Risk and the Refinancing Ratchet Effect

      By: Amir E. Khandani, Andrew W. Lo and Robert C. Merton
      The confluence of three trends in the U.S. residential housing market—rising home prices, declining interest rates, and near-frictionless refinancing opportunities—led to vastly increased systemic risk in the financial system. Individually, each of these trends is... View Details
      Keywords: Housing; Mortgages; Risk and Uncertainty; Value; Mathematical Methods; Real Estate Industry; United States
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      Khandani, Amir E., Andrew W. Lo, and Robert C. Merton. "Systemic Risk and the Refinancing Ratchet Effect." NBER Working Paper Series, No. 15362, September 2009.
      • August 2009 (Revised April 2012)
      • Case

      Genzyme's CSR Dilemma: How to Play its HAND

      By: Christopher A. Bartlett, Tarun Khanna and Prithwiraj Choudhury
      Genzyme, a global biotechnology company, launches a program to develop therapies for neglected diseases (e.g., malaria, TB), giving away the intellectual property. This case focuses on the decision of which diseases, which partnerships, and which markets should... View Details
      Keywords: Global Strategy; Health Care and Treatment; Intellectual Property; Corporate Social Responsibility and Impact; Partners and Partnerships; Research and Development; Biotechnology Industry
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      Bartlett, Christopher A., Tarun Khanna, and Prithwiraj Choudhury. "Genzyme's CSR Dilemma: How to Play its HAND." Harvard Business School Case 910-407, August 2009. (Revised April 2012.)
      • 2009
      • Working Paper

      Input Constraints and the Efficiency of Entry: Lessons from Cardiac Surgery

      By: David M. Cutler, Robert S. Huckman and Jonathan T. Kolstad
      Prior studies suggest that, with elastically supplied inputs, free entry may lead to an inefficiently high number of firms in equilibrium. Under input scarcity, however, the welfare loss from free entry is reduced. Further, free entry may increase use of high-quality... View Details
      Keywords: Health Care and Treatment; Market Entry and Exit; Duopoly and Oligopoly; Government Legislation; Mathematical Methods; Health Industry; Pennsylvania
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      Cutler, David M., Robert S. Huckman, and Jonathan T. Kolstad. "Input Constraints and the Efficiency of Entry: Lessons from Cardiac Surgery." NBER Working Paper Series, No. 15214, August 2009.
      • 2009
      • Chapter

      Self-regulatory Institutions for Solving Environmental Problems: Perspectives and Contributions from the Management Literature

      By: Andrew A. King and Michael W. Toffel
      Scholars of management have long considered how institutions can help resolve market imperfections and thereby improve human welfare. Most previous research has emphasized the use of for-profit firms. Such institutions cannot effectively address many environmental... View Details
      Keywords: For-Profit Firms; Investment; Governing Rules, Regulations, and Reforms; Corporate Social Responsibility and Impact; Environmental Sustainability; Competitive Advantage
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      King, Andrew A., and Michael W. Toffel. "Self-regulatory Institutions for Solving Environmental Problems: Perspectives and Contributions from the Management Literature." Chap. 4 in Governance for the Environment: New Perspectives, edited by Magali Delmas and Oran Young, 98–115. Cambridge University Press, 2009.
      • 2009
      • Article

      Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric

      By: Jolie M. Martin, John Beshears, Katherine L. Milkman, Max H. Bazerman and Lisa Sutherland

      Research over the last several decades indicates the failure of existing nutritional labels to substantially improve the healthiness of consumers' food and beverage choices. The difficulty for policy-makers is to encapsulate a wide body of scientific knowledge in a... View Details

      Keywords: Judgments; Food; Nutrition; Labels; Knowledge Use and Leverage; Demand and Consumers; Measurement and Metrics; Mathematical Methods
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      Martin, Jolie M., John Beshears, Katherine L. Milkman, Max H. Bazerman, and Lisa Sutherland. "Modeling Expert Opinions on Food Healthfulness: A Nutrition Metric." Journal of the American Dietetic Association 109, no. 6 (June 2009): 1088–1091.
      • May 2009 (Revised December 2009)
      • Teaching Note

      Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)

      By: John A. Quelch and Heather Beckham
      Teaching Note to Briefcase 4128 View Details
      Keywords: Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Marketing Channels; Mathematical Methods; Advertising; Budgets and Budgeting; Product Marketing; Communication Strategy
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      Quelch, John A., and Heather Beckham. "Reliance Baking Soda: Optimizing Promotional Spending (Brief Case)." Harvard Business School Teaching Note 094-128, May 2009. (Revised December 2009.)
      • 2009
      • Blog

      Harvard Business Online—Marketing Know:How: How to Use Market Research in a Recession

      By: John A. Quelch
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      Quelch, John A. "How to Use Market Research in a Recession." Harvard Business Online—Marketing Know:How (blog). May 18, 2009. https://hbr.org/2009/05/how-to-use-market-research-in/.
      • 2009
      • Working Paper

      Don't Just Survive - Thrive: Leading Innovation in Good Times and Bad

      By: Lynda M. Applegate and J. Bruce Harreld
      Battered by contracting markets and frozen credit, many businesses today are fighting for survival. Indeed, the current global financial crisis provides a mandate for restructuring. But survival is not the end goal. In fact, cost cutting and restructuring are simply... View Details
      Keywords: Organizational Change and Adaptation; Risk Management; Leading Change; Innovation and Management; Crisis Management; Growth and Development Strategy
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      Applegate, Lynda M., and J. Bruce Harreld. "Don't Just Survive - Thrive: Leading Innovation in Good Times and Bad." Harvard Business School Working Paper, No. 09-127, April 2009. (Revised May 2009.)
      • March 2009
      • Journal Article

      Does Individual Performance Affect Entrepreneurial Mobility? Empirical Evidence from the Financial Analysis Market

      By: Boris Groysberg, Ashish Nanda and M. Julia Prats
      Our paper contributes to the studies on the relationship between workers' human capital and their decision to become self-employed as well as their probability to survive as entrepreneurs. Analysis from a panel data set of research analysts in investment banks over... View Details
      Keywords: Entrepreneurship; Investment Banking; Retention; Human Capital; Performance Effectiveness; Banking Industry
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      Groysberg, Boris, Ashish Nanda, and M. Julia Prats. "Does Individual Performance Affect Entrepreneurial Mobility? Empirical Evidence from the Financial Analysis Market." Journal of Financial Transformation 25 (March 2009): 95–106.
      • March – April 2009
      • Article

      Market Research and Innovation Strategy in a Duopoly

      By: Dominique Lauga and Elie Ofek
      We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D... View Details
      Keywords: Profit; Innovation and Management; Demand and Consumers; Duopoly and Oligopoly; Research and Development; Competitive Strategy
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      Lauga, Dominique, and Elie Ofek. "Market Research and Innovation Strategy in a Duopoly." Marketing Science 28, no. 2 (March–April 2009): 373–396.
      • 2009
      • Chapter

      Nonlinear Pricing

      By: Raghuram Iyengar and Sunil Gupta
      A nonlinear pricing schedule refers to any pricing structure where the total charges payable by customers are not proportional to the quantity of their consumed services. We begin the chapter with a discussion of the broad applicability of nonlinear pricing schemes. We... View Details
      Keywords: Price; Demand and Consumers; Duopoly and Oligopoly; Monopoly; Service Operations; Research
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      Iyengar, Raghuram, and Sunil Gupta. "Nonlinear Pricing." In Handbook of Pricing Research in Marketing, edited by Vithala Rao. MA: Edward Elgar Publishing, 2009.
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