Market For Ideas - Publications - Faculty & Research

May–June 2023
Article

Analytics for Marketers: When to Rely on Algorithms and When to Trust Your Gut

By: Fabrizio Fantini and Das Narayandas

Advanced analytics can help companies solve a host of management problems, including those related to marketing, sales, and supply-chain operations, which can lead to a sustainable competitive advantage. But as more data becomes available and advanced analytics are... View Details

Keywords: Analytics and Data Science; Decision Making

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July 2005 (Revised April 2006)
Case

Idea Village (A)

By: Joseph B. Lassiter III and Dan Heath

Andy Khubani, the CEO of Idea Village, a company that markets to consumers via direct-response TV ads, must decide whether to launch a campaign touting a hair removal product for women. Explains the direct-response industry and contrasts its methodology with... View Details

Keywords: Marketing Channels; Gender; Consumer Products Industry

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24 Feb 2014
News

A Capital Idea for Small Business

managements, and form groups around common interests." "I like the idea of the crowd vetting ideas, and determining winners and losers by voting with their capital," says McGee. "This project got its start back in 2011. I had been... View Details

Keywords: Robert S. Benchley; crowd-funding; online communities; Finance; Securities, Commodities, and Other Financial Investments; Finance

06 Apr 2016
Research & Ideas

Should Entrepreneurs Pitch Products or Ideas for Products?

because the buyer’s rival could take it to market faster.” Therefore, selling the idea at a later stage provides the seller with better protection. There are other reasons, which are not explicit in the... View Details

Keywords: by Carmen Nobel; Motion Pictures & Video; Entertainment & Recreation; Banking

13 Sep 2021
Research & Ideas

Science: The Unlikely Frontier for New Business Ideas

“Fail fast” has become the corporate innovation mantra, but new research suggests that inventions that build on science, with its systematic observation and methodical experiments, may deliver more value to companies. US patent filings that cite journal articles bring... View Details

Keywords: by Avery Forman

25 Jun 2018
News

Incubating Ideas for the ‘Water Economy’

technologies––things like data analysis, using the internet to carry signals of information, advanced treatment technologies––things like that, and how to build sustainable businesses that improve the way water and wastewater are managed. “Every year, Imagine H2O... View Details

December 1999
Article

The Core Ideas for Better Decision-Making

By: John S. Hammond, Ralph L. Keeney and Howard Raiffa

Keywords: Decision Making

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Nov 17 2022
Testimonial

Searching For New Insights And Ideas

01 Dec 2023
News

Thinking Ahead

As we wind down 2023, there’s talk everywhere of generative AI and how it will fundamentally alter the world as we know it; but how does that translate for your corner of the business world? Is TikTok something you need to take seriously? (Is it time to dance?) We... View Details

Keywords: Julia Hanna; Illustrations by Chris Gash; News, Library, Internet, and Other Services; Information

winter 2009
Journal Article

Interactivity's Unanticipated Consequences for Markets and Marketing

By: John A. Deighton and Leora Kornfeld

The digital interactive transformation in marketing is not unfolding, as some thought it would, on the model of direct marketing. That model anticipated that marketing, empowered by digital media using rich profiling data, would intrude ever more deeply and more... View Details

Keywords: Communication Intention and Meaning; Interactive Communication; Marketing Communications; Consumer Behavior; Social and Collaborative Networks; Online Technology

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01 Aug 2018
What Do You Think?

Are Free Trade and Free Markets Quaint Ideas From the Past?

some long-term growth for the sake of the short-term interests of some stakeholders, so be it.” Are free trade notions repeatedly victim to short-term thinking? What do you think? Original Column Free trade as a component of a free View Details

Keywords: by James Heskett

Top Three Playbook Ideas for CIOs

10 Jul 2012
News

Big Idea vs. Lean Idea

01 Jun 2012
News

Ideas

Web Extras Watch Professor Wasserman explain key insights from his book, Founders Dilemmas Listen to a webinar recording for alumni entrepreneurs Faculty Q&A with Professor Noam Wasserman When Noam Wasserman (MBA 1999) spent his MBA... View Details

Keywords: Finance; Manufacturing

January 2018 (Revised February 2018)
Technical Note

Making Markets

By: Thomas R. Eisenmann and Scott Duke Kominers

Explains how to identify and capitalize on marketplace design opportunities. Defines markets and marketplaces and describes the basic functions of each. Discusses attributes (e.g., heterogeneity of participants' preferences and asymmetry in available information) that... View Details

Keywords: Marketplaces; Two-Sided Markets; Entrepreneurship; Market Design; Digital Platforms; Marketplace Matching; Market Participation; Market Transactions; Market Entry and Exit; Digital Platforms; Auctions

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March–April 1987
Article

Ideas for Action: The Product Management Audit

By: J. Quelch, P. Farris and J. Olver

Citation

03 Dec 2014
News

12 ideas for making Boston more inclusive

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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