Business Marketing - Publications - Faculty & Research - Harvard Business School

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May 2003
Background Note

Customer Management Strategy in Business Markets

By: Das Narayandas

Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to... View Details

Keywords: Customer Focus and Relationships; Customer Relationship Management; Decision Making; Networks; Customization and Personalization; Manufacturing Industry

September 2012 (Revised September 2014)
Case

Doing Business in Brazil

By: Aldo Musacchio, Gustavo A. Herrero, Ricardo Reisen de Pinho, Cintra Scott and Jill Avery

This case examines the challenges and opportunities of doing business in Brazil. It highlights Brazil's ongoing economic transformation in the decades leading up to 2014 in the context of its historical, political, and cultural background. The case summarizes some of... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Emerging Markets; Business Ventures; Strategy; Brazil

October 2014
Module Note

Market Design in Online Businesses (Abridged)

By: Peter Coles and Benjamin Edelman

The purpose of this note is to characterize the challenges entrepreneurs may face in creating a well-functioning ecosystem of users, and to equip entrepreneurs with tools to overcome these obstacles. The note is meant to accompany the final module of the "The Online... View Details

Keywords: Platform Design; Network Effects; Market Design; Information Technology Industry; Information Industry; Advertising Industry

September 2012 (Revised September 2015)
Case

Doing Business in Turkey

By: Felix Oberholzer-Gee, Robin J. Ely, Daniela Beyersdorfer, Emilie Billaud and Cigdem Çelik

In a rather flat international business environment characterized by shrinking markets and economic turmoil, Turkey promoted itself as one of the safe havens for investments. Led by the strong domestic demand of a young population, the country had tripled its GDP... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Fieldwork; Emerging Markets; Business Ventures; Strategy; Turkey

2017
Working Paper

Emerging Markets and the Future of Business History

By: Gareth Austin, Carlos Dávila and Geoffrey Jones

This working paper suggests that the business history of emerging markets should be seen as an alternative business history rather than merely adding new settings to explore established core debates. The discipline of business history evolved around the corporate... View Details

Keywords: Business History; Emerging Markets; Developing Countries and Economies

March 2017 (Revised May 2019)
Case

Marketing Transformation at Mastercard

By: Sunil Gupta, Srinivas K. Reddy and David Lane

Since 2013, Mastercard CMO M.V. Rajamannar (Raja) had transformed the firm's marketing by using unique experiences, digital technology, and social media to intensify linkages not only with cardholders, but also with Mastercard's direct bank and merchant stakeholders.... View Details

Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry

November 2014
Case

Taryn Rose Launches Dresr: Street Marketing a Luxury Brand

By: Lena G. Goldberg, Marcel Saucet and Christine Snively

Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers online. Dresr would bring the service element found in brick and mortar luxury stores into the online shopping... View Details

Keywords: E-commerce; Online Platforms; Online Marketing; Footwear; Legal Aspects Of Business; Street Marketing; Entrepreneurship; Internet and the Web; Luxury; Marketing Strategy; Digital Platforms; Legal Liability; Fashion Industry; Technology Industry

Interview with IAE Business School on Emerging Markets

Krishna Palepu attended the annual meeting of the Board and Academic Advisory Board of the IAE Business School in Buenos Aires, Argentina, where he spoke on emerging markets and the speed with which they are growing. Professor Palepu refers to Latin America as part of... View Details

June 2024
Article

Oral History and Business History in Emerging Markets

By: Geoffrey Jones

This article describes the motivation, structure and use of the Creating Emerging Markets (CEM) oral history-based project at the Harvard Business School. The project consists of lengthy interviews with business leaders from emerging markets. By June 2024 183... View Details

Keywords: Emerging Economies; Oral History; Emerging Markets; Business History; Research

October 2012 (Revised September 2014)
Case

Doing Business in Vietnam

By: Alan MacCormack, Michael Shih-ta Chen and Dawn H. Lau

This case gives an overview of the current business environment in Vietnam as of 2012. The first part of the case introduces the main economic, political and cultural aspects of the country of which anyone who has business interest in the country ought to be aware.... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Emerging Markets; Business Ventures; Strategy; Viet Nam

TeachingInterests

Globalization and Emerging Markets

Globalization and Emerging Markets is designed for students who will be investing, managing a business or nonprofit, or working for a government in an emerging market. The unit of analysis of the course ranges from countries to multinational and domestic companies... View Details

September 2012 (Revised September 2015)
Case

Doing Business in China

By: Felix Oberholzer-Gee, Michael Shih-ta Chen, Nancy Dai and G.A. Donovan

This case examines the challenges and opportunities of doing business in China. It highlights China's remarkable economic transformation in the decades leading up to 2012 in the context of its history, culture, and politics. The case summarizes the main obstacles faced... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Emerging Markets; Business Ventures; Strategy; China

May–June 1978
Article

Strategies for Low Market Share Business

By: Richard G. Hamermesh, M. Jack Anderson Jr. and J. Elizabeth Harris

Keywords: Business Ventures

Find at Harvard

2015
Working Paper

Markets with Price Coherence

By: Benjamin Edelman and Julian Wright

In markets with price coherence, the purchase of a given good via an intermediary is constrained to occur at the same price as a purchase of that same good directly from the seller (or through another competing intermediary). We examine ten markets with price... View Details

Keywords: Intermediaries; Platforms; Two-Sided Markets; Vertical Restraints; Price; Distribution Channels; Business History; Financial Services Industry; Travel Industry; Insurance Industry; Real Estate Industry; Advertising Industry

November 2018
Supplement

Corruption and Business in Emerging Markets

By: Geoffrey Jones

October 2018 (Revised February 2019)
Teaching Plan

Corruption and Business in Emerging Markets

By: Geoffrey Jones, Tarun Khanna and Nataliya Langburd Wright

Teaching Note for HBS No. 319-054. View Details

30 Jun 2009
Research Event

Business Summit: The Role of Business Leaders in Sustaining Market Capitalism

separate panels shared their views with HBS faculty on the challenges faced by and the future of market capitalism, with very different perspectives among the panelists. In recent HBS research, most business... View Details

Keywords: Re: Multiple Faculty

16 Jun 2009
Research Event

Business Summit: The Future of Market Capitalism

agonizing dilemma: Wealth creation comes from market capitalism, yet the market system has been hard for many parts of society, resulting in insecurities and inequalities. Under political pressure to make... View Details

Keywords: Re: Michael E. Porter

September 2012 (Revised September 2014)
Case

Doing Business in Malaysia

By: C. Fritz Foley, Michael Shih-Ta Chen and Keith Chi-Ho Wong

This case focuses on the current business environment in Malaysia as of 2012 by introducing the main economic, political and cultural aspects of the country for those interested in doing business there. The advantages and challenges of investing and doing business in... View Details

Keywords: Emerging Market Finance; Emergent Countries; Business History; Economic History; Fieldwork; Emerging Markets; Business Ventures; Strategy; Malaysia

April 2019 (Revised June 2019)
Teaching Plan

Innovation and Business in Emerging Markets

By: Geoffrey Jones, Tarun Khanna, Nataliya Langburd Wright and Morgan Spencer

Teaching Plan for HBS No. 319-110. View Details

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