New Market Development - Publications - Faculty & Research

winter 1991
Article

When innovation and entry are high in an industry, is this good or bad news for incumbents? We show that recently the answer has been bad news. Industries with elevated venture capital activity and returns, and with a larger presence of newly listed firms, show a... View Details

December 1992 (Revised November 1994)
Case

Becton Dickinson Division: Marketing Organization

By: Frank V. Cespedes

The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case... View Details

Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry

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November 1999 (Revised June 2000)
Case

FairMarket: Managing Business Development

By: William A. Sahlman, Michael J. Roberts and Cathy Taylor

Describes the evolution of FairMarket, a provider of turnkey auction services to community and merchant Web sites. Describes several deals that the CEO must negotiate, requiring a view of the company's valuation. View Details

Keywords: Partners and Partnerships; Internet and the Web; Valuation; Negotiation Deal; Auctions; Growth and Development Strategy; Web Services Industry

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01 Dec 2017
News

Developing Insightful Global Leaders

HBS is committed to developing future leaders equipped with the cultural intelligence and skills required to operate in today’s globalized world. Key to this effort is creating opportunities for members of the School’s increasingly... View Details

2020
Working Paper

The Effects of Hierarchy on Learning and Performance in Business Experimentation

By: Sourobh Ghosh, Stefan Thomke and Hazjier Pourkhalkhali

Do senior managers help or hurt business experiments? Despite the widespread adoption of business experiments to guide strategic decision-making, we lack a scholarly understanding of what role senior managers play in firm experimentation. Using proprietary data of live... View Details

Keywords: Experimentation; Innovation; Search; New Product Development; Innovation and Invention; Organizational Design; Learning; Performance

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2024
Working Paper

Using LLMs for Market Research

By: James Brand, Ayelet Israeli and Donald Ngwe

Large language models (LLMs) have rapidly gained popularity as labor-augmenting tools for programming, writing, and many other processes that benefit from quick text generation. In this paper we explore the uses and benefits of LLMs for researchers and practitioners... View Details

Keywords: Large Language Model; Research; AI and Machine Learning; Analysis; Customers; Consumer Behavior; Technology Industry; Information Technology Industry

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Entrepreneurial Marketing

Highlights from Baker Library resources helpful for marketing & sales planning and applications for early stage ventures. Below are some suggested resources for your EM project. Get 1/1 help with a librarian: Request a... View Details

01 Apr 2000
News

Marketing Muscle

Edwards's role in making Yahoo! one of the most recognized names in the Internet economy taught the industry a lesson in the importance of brand-name recognition. Shunned no longer, marketers are "the new... View Details

2016
Book

Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

By: Elie Ofek, Eitan Muller and Barak Libai

This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details

Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development

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October 2010
Article

Unleashing the Power of Marketing

By: Beth Comstock, Ranjay Gulati and Stephen A Liguori

The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered.... View Details

Keywords: Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry

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November 2012
Supplement

Shenzhen Development Bank (CW)

By: Yuhai Xuan

Keywords: Mergers and Acquisitions; Private Equity; Commercial Banking; Investment; Emerging Markets; Business and Government Relations; Banking Industry; China

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Research Summary

The Exercise and Development of Leadership

My research in this stream contributes to three recent trends in leadership scholarship. The first is the resurgence of a perspective less preoccupied with leaders' impact on organizational performance and more with their function as sources and symbols of the... View Details

Fast Answer

Making Markets

Use these resources to analyze broken markets and validate your proposed solutions. Understand the Current Marketplace: Gain a sense of the current landscape, major players, and future trends within an industry or sector in order to... View Details

December 2009
Teaching Note

Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good (TN)

By: Rosabeth M. Kanter and Matthew Bird

Teaching Note for [310010]. View Details

Keywords: Food and Beverage Industry; Kenya; United Kingdom

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Web

Case Development - Faculty & Research

academics across the world. The School is continually expanding and refreshing course content as HBS faculty write new cases that span the globe, industries, disciplines, and organizational forms in the public, private for profit, and... View Details

21 Sep 2023
Blog Post

Hands-on Learning About Global Markets

its primarily word-of-mouth marketing strategies and develop more scalable channels to reach new customers. By increasing Ellie Care’s client base, it would also help the... View Details

November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry

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September 2006 (Revised October 2007)
Case

Shinsei Bank: Developing an Integrated Firm

By: Thomas J. DeLong and Masako Egawa

Tom Pedersen, newly appointed chief learning officer (CLO) of Shinsei Bank in Japan, pondered how he could facilitate development of an integrated culture and transformation of the organization. Shinsei Bank had not developed longstanding tradition or a strong... View Details

Keywords: Integration; Mission and Purpose; Organizational Change and Adaptation; Talent and Talent Management; Organizational Culture; Performance Evaluation; Cooperation; Diversity; Japan

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