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    How Quantitative Easing Works: Evidence on the Refinancing Channel

    When LSAPs are needed the most, simply bending the yield curve through purchasing government debt is not effective for stimulating the mortgage market (a key sector of the economy for the transmission of monetary policy). Purchasing mortgage-backed... View Details

    • 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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    • July–August 2016
    • Article

    Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

    By: Ayelet Israeli, Eric Anderson and Anne Coughlan
    Manufacturers in many industries frequently use vertical price policies, such as minimum advertised price (MAP), to influence prices set by downstream retailers. Although manufacturers expect retail partners to comply with MAP policies, violations of MAP are common in... View Details
    Keywords: Pricing Policies; Pricing; Channel Management; Legal Aspects Of Business; Price; Governance Compliance; Marketing Channels; Retail Industry
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    • August 2018 (Revised February 2023)
    • Case

    Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

    By: Jill Avery and Ayelet Israeli
    As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details
    Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
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    • 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
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    • February 2024
    • Module Note

    Data-Driven Marketing in Retail Markets

    By: Ayelet Israeli
    This note describes an eight-class sessions module on data-driven marketing in retail markets. The module aims to familiarize students with core concepts of data-driven marketing in retail, including exploring the opportunities and challenges, adopting best practices,... View Details
    Keywords: Data; Data Analytics; Retail; Retail Analytics; Data Science; Business Analytics; ＂Marketing Analytics＂; Omnichannel; Omnichannel Retailing; Omnichannel Retail; DTC; Direct To Consumer Marketing; Ethical Decision Making; Algorithmic Bias; Privacy; A/B Testing; Descriptive Analytics; Prescriptive Analytics; Predictive Analytics; Analytics and Data Science; E-commerce; Marketing Channels; Demand and Consumers; Marketing Strategy; Retail Industry
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    • May 2024
    • Background Note

    Pricing Strategy and Channels of Distribution: Where Value Delivery and Value Capture Intersect

    By: Elie Ofek
    Channels of distribution are a critical component of a firm’s go-to-market strategy. A company may elect to sell its products directly to customers (DTC) without the assistance of any intermediaries or, alternatively, it may seek several channel partners to help it... View Details
    Keywords: Price; Distribution Channels; Business Strategy; Markets
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    • September 1986 (Revised November 1994)
    • Case

    Lotus Development Corp. Channel Choice: Direct vs. Distribution

    By: V. Kasturi Rangan
    Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to... View Details
    Keywords: Cost vs Benefits; Marketing Channels; Distribution Channels; Sales; Software; Information Technology Industry; United States
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    • January 2019 (Revised February 2024)
    • Teaching Note

    Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

    By: Ayelet Israeli
    Teaching Note for HBS No. 519-011. As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a... View Details
    Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
    Related
    • January 1999 (Revised October 2000)
    • Background Note

    Going to Market

    By: Robert J. Dolan
    Describes the major issues in deciding how to reach the market. Covers issues of channel design and channel management. View Details
    Keywords: Marketing Channels; Marketing Strategy
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    • May 2020
    • Article

    How Quantitative Easing Works: Evidence on the Refinancing Channel

    By: Marco Di Maggio, Amir Kermani and Christopher Palmer
    We document the transmission of large-scale asset purchases by the Federal Reserve to the real economy using rich borrower-linked mortgage-market data and an identification strategy based on mortgage market segmentation. We find that central bank QE1 MBS purchases... View Details
    Keywords: Monetary Policy; MBS; Quantitative Easing; LSAP; Refinancing; Deleveraging; HARP; GSE; Central Banking; Global Range; Financing and Loans; Credit; United States
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    • April 2020 (Revised June 2022)
    • Technical Note

    Quantitative Analysis in Marketing

    By: Sunil Gupta
    Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details
    Keywords: Quantitative Analysis; Marketing; Decision Making; Analysis
    Related
    • 12 Feb 2007
    • Working Paper Summaries

    Adding Bricks to Clicks: The Effects of Store Openings on Sales through Direct Channels

    Keywords: by Jill Avery, Mary Caravella, John Deighton & Thomas Steenburgh; Retail
    • February 22, 2023
    • Article

    How to Seed Organic Marketing in a Video-First World

    By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
    Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies... View Details
    Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation ＆ Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
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    • TeachingInterests

    MBA Required Curriculum Marketing

    Marketing

    The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details

    • May 2018
    • Article

    Selection and Market Reallocation: Productivity Gains from Multinational Production

    By: Laura Alfaro and Maggie X. Chen
    Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized... View Details
    Keywords: Productivity Gains; Multinational Production; Selection; Market Reallocation; And Within-firm Productivity; Multinational Firms and Management; Production; Performance Productivity; Competition; Mathematical Methods
    Related
    • August 2020 (Revised October 2024)
    • Case

    Digital Marketing at HBS Online

    By: Sunil Gupta and Rajiv Lal
    In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to... View Details
    Keywords: Marketing Strategy; Advertising; Digital Marketing; Marketing Channels; Brands and Branding; Business Education; Education Industry; United States; Boston
    Related
    • November 2013
    • Article

    Adding Bricks to Clicks: On the Role of Physical Stores in a World of Online Shopping

    By: Jill Avery, Thomas Steenburgh, John A. Deighton and Mary Caravella
    Buying a product has never been easier. Consumers can shop online, over the phone or via mail order, from home or on the go, and if they want to experience touch and feel, they can also visit a "real" store. Often, one and the same retailer offers several of these... View Details
    Keywords: Channel Management; Retailing; Marketing; Marketing Channels; Marketing Strategy; E-commerce; Retail Industry; United States
    Related
    • Article

    The Cost Structure, Customer Profitability, and Retention Implications of Self-Service Distribution Channels: Evidence from Customer Behavior in an Online Banking Channel

    By: Dennis Campbell and Frances X. Frei
    This paper uses the context of online banking to investigate the consequences of employing self-service distribution channels to alter customer interactions with the firm. Using a sample of retail banking customers observed over a 30-month period at a large U.S. bank,... View Details
    Keywords: Cost; Service Operations; Distribution Channels; Consumer Behavior; Internet and the Web; Banks and Banking; Technology Adoption; Service Delivery; Market Transactions; Market Participation; Profit; Retail Industry; Banking Industry; United States
    Related
    • September 2014 (Revised November 2014)
    • Case

    Marketing Marijuana in Colorado

    By: John A. Quelch and David Lane
    Colorado's 2014 legalization of marijuana for adult recreational (not just medical) use created a new market that entrepreneurs rushed to enter, channeled by regulations that aimed to minimize marijuana's access to minors while not stifling the emergent new industry.... View Details
    Keywords: Public Health; Regulation; Marijuana; Plant-Based Agribusiness; Public Sector; Entrepreneurship; Health Care and Treatment; Agriculture and Agribusiness Industry; Health Industry; Colorado
    Related