Publications

SSRN

September 1975
Background Note

Market Analysis

Describes the nature and purposes of market analysis. Among topics briefly discussed are primary and selective demand, determinants of demand, market segmentation, the product life cycle, and temporal or cyclical demand variations. Intended as background reading in an... View Details

Keywords: Analysis; Markets; Marketing

October 1991
Background Note

Market Research

By: Robert J. Dolan

Describes the major classes of market research. Provides students with an overview of methods available enabling them to select the proper set for their purposes. View Details

Keywords: Research; Markets

07 Oct 2014
News

How to Select Sales Managers Who Can Actually Manage

regulating — and competing with — decentralized software platforms

New platforms reinvent traditional markets as varied as transport, short-term accomodations, and media. (Consider Uber, Airbnb, and YouTube.) With new business models come new questions of regulation which Edelman and coauthor Damien Geradin assess in View Details

July 1989 (Revised November 1992)
Background Note

Marketing Strategy Formulation

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include... View Details

Keywords: Marketing Strategy; Decision Choices and Conditions

December 2000 (Revised March 2001)
Background Note

Strategic Use of Music in Marketing, The: A Selective Review

By: Gerald Zaltman and Nancy Puccinelli

Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas. View Details

Keywords: Communication Intention and Meaning; Music Entertainment; Marketing Strategy; Consumer Behavior; Behavior

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

20 Mar 2012
Working Paper Summaries

The Stock Selection and Performance of Buy-Side Analysts

Keywords: by Boris Groysberg, Paul Healy, George Serafeim, Devin Shanthikumar & Gui Yang; Financial Services

30 Jan 2008
Working Paper Summaries

Cost of External Finance and Selection into Entrepreneurship

Keywords: by Ramana Nanda

July 1988 (Revised October 1992)
Exercise

Sellars' Market

By: David E. Bell

A shop owner has limited shelf space for display of impulse purchase products near the cash register. He must select only nine to display. Exercise shows the relevance of opportunity cost or resource pricing. By setting an appropriate charge for the shelf space the... View Details

Keywords: Marketing

February 1992 (Revised January 1999)
Background Note

Selected Profitability Data on U.S. Industries and Companies

Describes the importance of industry structure and competitive positioning to the profitability of U.S. corporations between 1981 and 1994. Cites recent research indicating that persistent industry differences and persistent competitor differences account for 19% and... View Details

Keywords: Competitive Strategy; Industry Structures; Profit; United States

January 2019
Case

Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details

Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy

Research Summary

Drivers of market entry

In this paper, I look at the selection of markets for entry. Specifically, regulation in the US pharmaceutical industry allows generic firms to try and enter the market prior to the expiration of patents. This work aims to understand what drives market entry,... View Details

09 Oct 2017
Working Paper Summaries

Marry Rich, Poor Girl: Investigating the Effects of Sex Selection on Intrahousehold Outcomes in India

Keywords: by Reshmaan Hussam

September 2010 (Revised October 2011)
Case

Chances Are? Course Selection at HBS and at Kellogg

By: Hanna Halaburda and Aldo Sesia

The case describes two alternative elective course assignment procedures: Harvard Business School's lottery-based system and Kellogg Graduate School of Management's bidding-based system. The case has been designed to discuss the benefits and drawbacks of each system... View Details

Keywords: Business Education; Curriculum and Courses; Higher Education; Auctions; Marketplace Matching; Groups and Teams; Strategy; Education Industry; Sports Industry; United States

May 2010
Article

Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions

By: Benjamin Edelman and Michael Schwarz

We characterize the optimal (revenue maximizing) auction for sponsored search advertising. We show that a search engine's optimal reserve price is independent of the number of bidders and independent of the rate at which click-through rate declines over positions. We... View Details

Keywords: Auctions; Revenue; Advertising; Search Technology; Price; Bids and Bidding

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February 2019
Case

Canibal—Play It Green!

By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi

In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details

Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France

Fast Answer

Market Perspectives

search engine optimized for locating scholarly and academic material. The "Find It @ Harvard" button will automatically appear with search results when Google Scholar is accessed from our page. EconLit - is a comprehensive, indexed bibliography with View Details

2021
Working Paper

Hunting for Talent: Firm-Driven Labor Market Search in the United States

By: Ines Black, Sharique Hasan and Rembrand Koning

This article analyzes the phenomenon of firm-driven labor market search—or outbound recruiting—where recruiters are increasingly “hunting for talent” rather than passively relying on workers to search for and apply to job vacancies. Our research methodology leverages... View Details

Keywords: Hiring; Referrals; Outbound Recruiting; Labor Markets; Selection and Staffing; Networks; Recruitment; Strategy; United States