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  • 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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Eisenmann, Thomas R., and Scott Duke Kominers. "Making Markets." Harvard Business School Technical Note 818-096, January 2018. (Revised February 2018.)
  • 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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Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2–12. (First Runner-up and Winner of an Honorable Mention for the Best Paper published in the Journal of Interactive Marketing in 2009.)
  • 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
  • March–April 1987
  • Article

Ideas for Action: The Product Management Audit

By: J. Quelch, P. Farris and J. Olver
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Quelch, J., P. Farris, and J. Olver. "Ideas for Action: The Product Management Audit." Harvard Business Review 65, no. 2 (March–April 1987): 30–36.
  • November 2020
  • Article

Taxation in Matching Markets

By: Arnaud Dupuy, Alfred Galichon, Sonia Jaffe and Scott Duke Kominers
We analyze the effects of taxation in two-sided matching markets, i.e., markets in which all agents have heterogeneous preferences over potential partners. In matching markets, taxes can generate inefficiency on the allocative margin by changing who is matched to whom,... View Details
Keywords: Matching Markets; Labor Markets; Taxation; Labor; Markets
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Dupuy, Arnaud, Alfred Galichon, Sonia Jaffe, and Scott Duke Kominers. "Taxation in Matching Markets." International Economic Review 61, no. 4 (November 2020): 1591–1634.
  • February 2004
  • Article

Breakthrough Ideas for 2004: Requiem for the Public Corporation

By: Joseph B. Fuller
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Fuller, Joseph B. "Breakthrough Ideas for 2004: Requiem for the Public Corporation." Harvard Business Review 82, no. 2 (February 2004): 22.
  • September 2016 (Revised November 2017)
  • Case

Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'

By: Robert J. Dolan
“A Warby Parker of mattresses? Somebody is going to do it. Why not us?” This was the topic of a conversation begun in spring 2013 among Gabe Flateman, Philip Krim, Neil Parikh, and T. Luke Sherwin. The four met as members of a New York City venture accelerator... View Details
Keywords: Mattress; Sleep; Marketing; Business Model; Marketing Channels; Adoption; Sales; Consumer Products Industry
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Dolan, Robert J. "Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'." Harvard Business School Case 517-042, September 2016. (Revised November 2017.)
  • 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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Brand, James, Ayelet Israeli, and Donald Ngwe. "Using LLMs for Market Research." Harvard Business School Working Paper, No. 23-062, April 2023. (Revised July 2024.)
  • 29 Sep 2021
  • Research & Ideas

For Entrepreneurs, Blown Deadlines Can Crush Big Ideas

because, unlike venture capital or seed money, Kickstarter funds aren’t distributed unless a set fundraising goal is met. It also means promises like delivery times are made publicly and tracked by investors, many of whom are not shy about commenting. The View Details
Keywords: by Rachel Layne
  • February 2012 (Revised June 2012)
  • Background Note

The Market for Consumer Finance

By: Joseph L. Bower and Michael Norris
This note describes the market for consumer finance products in the United States. The note focuses on the changes in supply and demand that have occurred since the mid-20th century, and highlights recent approaches to finance for low-credit rated borrowers. View Details
Keywords: Financial Markets
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Bower, Joseph L., and Michael Norris. "The Market for Consumer Finance." Harvard Business School Background Note 312-041, February 2012. (Revised June 2012.)
  • 2009
  • Working Paper

Farsighted Stability for Roommate Markets

By: Bettina-Elisabeth Klaus, Flip Klijn and Markus Walzl
Using a bi-choice graph technique (Klaus and Klijn, 2009), we show that a matching for a roommate market indirectly dominates another matching if and only if no blocking pair of the former is matched in the latter (Proposition 1). Using this characterization of... View Details
Keywords: Two-Sided Platforms; Marketplace Matching; Mathematical Methods; Balance and Stability
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Klaus, Bettina-Elisabeth, Flip Klijn, and Markus Walzl. "Farsighted Stability for Roommate Markets." Harvard Business School Working Paper, No. 09-135, May 2009.
  • October 2006
  • Article

Strategies for Two-Sided Markets

By: T. R. Eisenmann, G. Parker and M. van Alstyne
Keywords: Strategy; Two-Sided Platforms
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Eisenmann, T. R., G. Parker, and M. van Alstyne. "Strategies for Two-Sided Markets." Harvard Business Review 84, no. 10 (October 2006).
  • 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.
  • June 2017 (Revised July 2020)
  • Teaching Note

Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'

By: Robert J. Dolan
Teaching Note for HBS No. 517-042. View Details
Keywords: Marketing; Commercials; Mattress
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Dolan, Robert J. "Casper Sleep Inc.: Marketing the 'One Perfect Mattress for Everyone'." Harvard Business School Teaching Note 517-130, June 2017. (Revised July 2020.)
  • 13 Jan 2012
  • Working Paper Summaries

Intermediaries for the IP Market

Keywords: by Andrei Hagiu & David Yoffie
  • March–April 2023
  • Article

Market Segmentation Trees

By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis
Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details
Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing
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Aouad, Ali, Adam Elmachtoub, Kris J. Ferreira, and Ryan McNellis. "Market Segmentation Trees." Manufacturing & Service Operations Management 25, no. 2 (March–April 2023): 648–667.
  • December 2015 (Revised July 2020)
  • Technical Note

Some Strategy Ingredients: Scale, Learning, and Market Structure

By: Eric Van den Steen
This note introduces students to some economic concepts and ideas that are important ingredients for strategy, such as scale, learning, and the effects of market structure on competition. The note approaches these ideas really from a strategy perspective with a focus... View Details
Keywords: Scale; Market Structure; Strategy; Markets; Learning
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Van den Steen, Eric. "Some Strategy Ingredients: Scale, Learning, and Market Structure." Harvard Business School Technical Note 716-439, December 2015. (Revised July 2020.)
  • 2013
  • Tool

Harvard Business Review's Go to Market Tools: Market Sizing

By: Jill Avery and Thomas Steenburgh
Market size matters. On the hook to launch your division's next great product or service? Need to convince higher ups that your product will fit that gaping revenue hole—and is worth the team's scarce marketing and product development resources? You need hard data to... View Details
Keywords: Quantitative Analysis; Tools; Go To Market Strategy; Marketing Strategy; Marketing
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Avery, Jill, and Thomas Steenburgh. Harvard Business Review's Go to Market Tools: Market Sizing. Tool. Boston, MA, USA: Harvard Business Review Press, 2013. Electronic.
  • May 1984 (Revised September 1986)
  • Background Note

Basic Quantitative Analysis for Marketing

By: Robert J. Dolan
Shows how to calculate and use the break-even volume in marketing decision making. View Details
Keywords: Marketing Strategy; Mathematical Methods
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Dolan, Robert J. "Basic Quantitative Analysis for Marketing." Harvard Business School Background Note 584-149, May 1984. (Revised September 1986.)
  • June 2020
  • Article

U.S. Monetary Policy and Emerging Market Credit Cycles

By: Falk Bräuning and Victoria Ivashina
Foreign banks’ lending to firms in emerging market economies (EMEs) is large and denominated predominantly in U.S. dollars. This creates a direct connection between U.S. monetary policy and EME credit cycles. We estimate that over a typical U.S. monetary easing cycle,... View Details
Keywords: Global Business Cycle; Monetary Policy; Reaching For Yield; Money; Policy; Credit; Emerging Markets
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Bräuning, Falk, and Victoria Ivashina. "U.S. Monetary Policy and Emerging Market Credit Cycles." Journal of Monetary Economics 112 (June 2020): 57–76.
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