Marketing Insight - Publications - Faculty & Research

1994
Book

Adding Value: Brands and Marketing in Food and Drink

By: Geoffrey Jones and Nicholas J. Morgan

Branding is one of the most prominent topics in business today. This volume explores both the impact it has had on major products and the business strategies which have shaped the success, or failure, of these brands. Focusing on the history of marketing in the food... View Details

Keywords: Brands and Branding; Product; Business Strategy; Value; Food and Beverage Industry

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Research Summary

The Role of Capital Markets in the Digital Economy

This topic of research is motivated by the rapid rise of digital adoption in firms across the economy and capital market participants’ growing interest in this phenomenon. My work studies how investors are responding to digitization, provides insights on the... View Details

14 Jan 2015
Research & Ideas

Thriving in the Turbulence of Emerging Markets

could move from one country to another without any customs duties on them." As the global economy and many emerging markets appear to be entering a new moment of political and economic turbulence, these and other interviews in the... View Details

Keywords: by Geoffrey Jones; Manufacturing; Auto

July 2017
Article

The Impact of 'Display-Set' Options on Decision-Making

By: Uma R. Karmarkar

The way a choice set is constructed can have a significant influence on how individuals perceive and evaluate their options and make decisions between them. Here, I examine whether a “display set” of visible but unavailable options can exert these same types of... View Details

Keywords: Decision Making Process; Heuristics; Similarity; Categorization; Marketing Insight; Marketing; Choice; Choice Architecture; Choice Sets; Display; Retail; Consumer Behavior; Decision Choices and Conditions; Decisions; Decision Making; Retail Industry; Consumer Products Industry

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26 Aug 2019
Research & Ideas

Lipstick Tips: How Influencers Are Making Over Beauty Marketing

Instagram and YouTube. In the competition for the consumer’s attention, influencers are winning with pretty packages of photos and videos, as consumers increasingly reject more traditional forms of marketing like TV commercials and... View Details

Keywords: by Dina Gerdeman; Consumer Products; Beauty & Cosmetics

05 May 2003
What Do You Think?

Is This a Golden Era for Marketing Productivity?

percent of new products fail within five years ... To the extent that a few, well-chosen customers might provide valuable insights into what would improve the quality of life, Professor Zaltman's ideas might be just what View Details

Keywords: by James Heskett

19 May 2016
Research Event

Crowdsourcing, Patent Trolls, and Other Research Insights Highlighted at Harvard Business School Symposium

markets, if a trader wants to purchase a bundle of shares, the market should tell the trader how much to pay. “We should think about how we can design interactions to achieve system-wide goals in social computing,” she said. Existing... View Details

Keywords: by Dina Gerdeman & Carmen Nobel

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions,... View Details

Keywords: by Kristen Senz

07 Jul 2020
Research & Ideas

Market Investors Pay More for Resilient Companies

The steep market drop in the early days of the COVID-19 crisis is being used as a laboratory to study the importance of companies investing in stakeholder relations with their employees, suppliers, and customers, and how those investments could be strategic resources... View Details

Keywords: by Kristen Senz; Financial Services

05 Nov 2009
Research & Ideas

A Market for Human Cadavers in All but Name?

(Editor's Note: In a recent issue, Economic Sociology: The European Electronic Newsletter tackled the controversial issue of "commodification of the body." Harvard Business School professor Michel Anteby contributed the following essay that discusses issues... View Details

Keywords: by Michel Anteby; Health

Teaching Interest

The Role of Government in Market Economies (RoGME)

By: Matthew C. Weinzierl

RoGME is about one question: What is the proper role of government in market economies? We study the role of government as it plays out in the real world, using case studies to examine policies of current interest and importance.... View Details

2013
Tool

Harvard Business Review's Go to Market Tools: Customer Lifetime Value

By: Thomas Steenburgh and Jill Avery

How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details

Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships

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17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country? What is the worst attempt at gender marketing that you've seen? Share your insights below. View Details

Keywords: by Dina Gerdeman; Consumer Products

05 Dec 2017
Research & Ideas

What We've Learned from 101 Entrepreneurs in Emerging Markets

Harvard Business School’s exploration of the evolution of business leadership in Africa, Asia, and Latin America has reached an important milestone. This month the Creating Emerging Markets project will publish interviews 100 and 101... View Details

Keywords: by Sean Silverthorne

04 Feb 2009
Working Paper Summaries

Unravelling in Two-Sided Matching Markets and Similarity of Preferences

Keywords: by Hanna Halaburda

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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03 Dec 2018
Research & Ideas

How Companies Can Increase Market Rewards for Sustainability Efforts

flavijus For the first time, a link has been drawn between public sentiment about a company’s sustainability practices and how that company is valued in the market. The results are important both for investors searching for under-valued, socially responsible companies,... View Details

Keywords: by Rachel Layne

13 Aug 2015
Working Paper Summaries

Selling to a Moving Target: Dynamic Marketing Effects in U.S. Presidential Elections

Keywords: by Doug J. Chung & Lingling Zhang

Article

On Derivatives Markets and Social Welfare: A Theory of Empty Voting and Hidden Ownership

By: Jordan M. Barry, John William Hatfield and Scott Duke Kominers

In the past twenty-five years, derivatives markets have grown exponentially. Large, modern derivatives markets increasingly enable investors to hold economic interests in corporations without owning voting rights, and vice versa. This leads to both empty... View Details

Keywords: Voting; Corporate Disclosure; Financial Markets; Ownership

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Article

Oral History and the Business History of Emerging Markets

By: Geoffrey Jones and Rachael Comunale

This article highlights the benefits that rigorous use of oral history can offer to research on the contemporary business history of emerging markets. Oral history can help fill some of the major information voids arising from the absence of a strong tradition of... View Details