Publications

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Article

Marketing in the Age of Web 2.0

By: Jill Avery

Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details

Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry

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2022
Working Paper

The Stock Market Value of Human Capital Creation

By: Matthias Regier and Ethan Rouen

We develop a measure of firm-year-specific human capital investment from publicly disclosed personnel expenses (PE) and examine the stock market valuation of this investment. Measuring the future value of PE (PEFV) based on the relation between lagged... View Details

Keywords: Intangibles; Market Valuation; Human Capital; Stocks; Financial Markets; Valuation

SSRN

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October 2010 (Revised January 2012)
Case

Hony, CIFA, and Zoomlion: Creating Value and Strategic Choices in a Dynamic Market

By: Josh Lerner and Yiwen Jin

The private equity group Hony Capital considers what to do with their investment in Zoomlion, which has been successful to date. The question is whether to take their money off the table or to invest in their acquisition of a large Italian competitor. View Details

Keywords: Private Equity; Financial Strategy; Investment; Emerging Markets; Financial Services Industry; China

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

04 Dec 2019
Book

Creating the Experimentation Organization

asking for children’s ages “at checkout” was potentially vague. They wondered what would happen if they specified the checkout date. Creating two different versions of the same menu, they tested it in real time, and determined that the... View Details

Keywords: by Michael Blanding

November 2003 (Revised September 2016)
Case

Creating Global Oil, 1900-1935

By: Geoffrey G. Jones and Daniel Wadhwani

Taught in the elective MBA course entitled The Evolution of Global Business. Examines the development of an international cartel in the oil industry in the 1920s and 1930s. Focuses on the decisions and actions of the leading multinational oil companies—particularly... View Details

Keywords: History; Competition; Multinational Firms and Management; Alliances; Cooperation; Business and Government Relations; Energy Industry

December 2000
Background Note

Online Market Makers

By: Thomas R. Eisenmann and Chris Hackett

Describes the business model for online market makers, firms that use the Internet to organize a marketplace, providing participants with a virtual "place" to trade, rules to govern their exchanges, and infrastructure to support trading. First it proposes a definition... View Details

Keywords: Business Model; Web Services Industry

April 2006 (Revised October 2008)
Case

Marketing New York City

By: V. Kasturi Rangan, Anita Elberse and Marie Bell

New York City is a pioneer in the emerging field of municipal marketing. The city's first chief marketing officer must develop a marketing organization with a self-funded business model that creates value for the city by leveraging the city's assets, including physical... View Details

Keywords: Entrepreneurship; Government and Politics; Goals and Objectives; Marketing Strategy; Partners and Partnerships; Value Creation; New York (city, NY)

November 2011
Teaching Note

Hony, CIFA, and Zoomlion: Creating Value and Strategic Choices in a Dynamic Market (TN)

By: Josh Lerner

Keywords: Growth and Development Strategy

19 Nov 2014
HBS Case

Marketing Marijuana

risking arrest. The extent to which the illegal market continues to flourish, says Quelch, depends on how much states charge in taxes, and how much additional recreational demand continues to drive up retail prices—both of which remain to... View Details

Keywords: by Michael Blanding; Food & Beverage

2021
Working Paper

Closing Costs, Refinancing, and Inefficiencies in the Mortgage Market

By: David Hao Zhang

In the US, borrowers often finance the price of mortgage origination by agreeing to higher mortgage rates for a given principal amount. I show that for standard fixed-rate, prepayable mortgages this contractual feature has two consequences. First, it leads to increased... View Details

Keywords: Mortgage Market; Refinancing; Mortgages; Consumer Behavior

February 2005
Case

Mahindra & Mahindra: Creating Scorpio

By: Tarun Khanna, Rajiv Lal and Merlina Manocaran

Details the emergence of a private sector automobile manufacturer in India that has created globally competitive and cheap versions of an SUV commonly available worldwide. Asks us to think about the parent corporation's next steps in leveraging this success. In... View Details

Keywords: Developing Countries and Economies; Global Range; Multinational Firms and Management; Emerging Markets; Commercialization; Expansion; Auto Industry; India

Research Summary

Creating Corporate Value Added

By: Joseph L. Bower

In response to dramatic changes in the business environment--hypercompetition in many traditional industries, short product life cycles, and new competitors based in emerging nations--successful companies have responded by repositioning themselves in the global markets... View Details

Teaching Interest

Creating the Modern Financial System

By: David A. Moss

Creating the Modern Financial System offers a vital perspective on finance and the financial system by exploring the historical development of key financial instruments and institutions worldwide. The premise of the course is that students will gain a richer and... View Details

January 2017 (Revised December 2017)
Case

Carmichael Roberts: To Create a Private Equity Firm?

By: Steven Rogers and Kenneth J. Cooper

Carmichael Roberts, a rare African-American venture capitalist, considered leaving his general partnership in a private equity firm near Boston and setting up his own in 2015. He weighed whether the timing was right, with the economy still not fully recovered from the... View Details

September 2018
Case

OYO: Creating Effective Spaces

By: Das Narayandas, Sunil Gupta, Rachna Tahilyani and Mahima Rao-Kachroo

Twenty-four-year old Ritesh Agarwal, founder and CEO of India-based online hotel branding network OYO Rooms, has tackled the issue of unreliability in India's highly fragmented budget hotel industry. In 2018, OYO branded 8,500 properties across 200 cities and managed... View Details

Keywords: Technology; Accomodation; App Development; Operations And Processes; Innovation; Strategy; Change Management; Entrepreneurship; Information Technology; Research; Marketing; Operations; Innovation Strategy; Sales; Accommodations Industry; India; South Asia

October 2001 (Revised November 2002)
Case

Herman Miller(B): Creating Innovation Streams

By: Sandra J. Sucher and Stacy McManus

In 1997, Mike Volkema faced the difficulty of attempting to revitalize a once dynamic organization. Volkema wondered how he could incorporate advances made within subsidiaries, such as Miller SQA's business model innovation, into the company as a whole while also... View Details

Keywords: Innovation and Invention; Innovation and Management; Product Design; Product Development; Product; Supply Chain Management; Business Model; Service Delivery; Customer Value and Value Chain; Manufacturing Industry; Consumer Products Industry