Marketing Of Innovations - Publications - Faculty & Research - Harvard Business School

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2014
Chapter

Clusters of Entrepreneurship and Innovation

By: Aaron Chatterji, Edward Glaeser and William R. Kerr

This chapter reviews recent academic work on the spatial concentration of entrepreneurship and innovation in the United States. We discuss rationales for the agglomeration of these activities and the economic consequences of clusters. We identify and discuss policies... View Details

Keywords: Innovation; Agglomeration; Clusters; Place Making; Industry Clusters; Entrepreneurship; Innovation and Invention; United States

2015
Other Teaching and Training Material

Marketing Reading: Marketing Intelligence

By: Robert J. Dolan and Leslie K. John

This reading provides the basic knowledge a marketing manager needs in order to choose the right combination of research methods, as well as the best way to present research findings to stakeholders. Furthermore, this Reading shows how effective decision making hinges... View Details

Keywords: Marketing Research; Marketing; Research

18 Aug 2020
Blog Post

Innovating in the Hot Market of Cold Brew

brew is typically brewed in a device no more complicated than a mason jar. We identified another style of cold brewing (cold drip) that more efficiently extracts the coffee solubles and went about redesigning it to better fit in a modern... View Details

2013
Chapter

Open Innovation and Organizational Boundaries: Task Decomposition, Knowledge Distribution and the Locus of Innovation

By: Karim R. Lakhani, Hila Lifshitz-Assaf and Michael L. Tushman

This chapter contrasts traditional, organization-centered models of innovation with more recent work on open innovation. These fundamentally different and inconsistent innovation logics are associated with contrasting organizational boundaries and organizational... View Details

Keywords: Innovation; Organizational Boundaries; Institutional Logics; Modular Innovation; Open Innovation; Knowledge Sharing; Innovation Strategy; Organizational Design; Boundaries; Collaborative Innovation and Invention

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2022
Working Paper

The Market Size Paradox of Niche Product Innovations

By: Ryan Allen

February 2014
Case

Diageo: Innovating for Africa

By: David E. Bell, Damien P. McLoughlin and Mary L. Shelman

Diageo, the world's leading premium drinks business, had a long history in Africa starting from its beer brand, Guinness, first exported to Sierra Leone in 1827. By 2013, 13% of Diageo's global revenues were from Africa, up from 9% in 2007. Diageo Africa President Nick... View Details

Keywords: Africa; Emerging Market; Innovation; Agribusiness; Beverage Industry; Emerging Markets; Innovation Strategy; Marketing; Food and Beverage Industry; Africa

Spring 2014
Article

The Market for Blood

By: Robert Slonim, Carmen Wang and Ellen Garbarino

Donating blood, "the gift of life," is among the noblest activities and it is performed worldwide nearly 100 million times annually. The economic perspective presented here shows how the gift of life, albeit noble and often motivated by altruism, is heavily influenced... View Details

Keywords: Altruism; Philanthropy; Analysis Of Health Care Markets; Market Design; Philanthropy and Charitable Giving; Health

2016
Working Paper

Innovation Network

By: Daron Acemoglu, Ufuk Akcigit and William Kerr

Technological progress builds upon itself, with the expansion of invention in one domain propelling future work in linked fields. Our analysis uses 1.8 million U.S. patents and their citation properties to map the innovation network and its strength. Past innovation... View Details

Keywords: Innovation; Growth; Networks; Patents; Industry Growth; Technology Industry

September 2005 (Revised October 2005)
Module Note

The Marketing of Innovations: Module II: The Psychology of Innovations

By: John T. Gourville

Keywords: Innovation and Invention; Product Marketing; Social Psychology

March – April 2009
Article

Market Research and Innovation Strategy in a Duopoly

By: Dominique Lauga and Elie Ofek

We model a duopoly in which ex-ante identical firms must decide where to direct their innovation efforts. The firms face market uncertainty about consumers' preferences for innovation on two product attributes and technology uncertainty about the success of their R&D... View Details

Keywords: Profit; Innovation and Management; Demand and Consumers; Duopoly and Oligopoly; Research and Development; Competitive Strategy

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February 5, 2009
Comment

In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

26 Jun 2014
News

Digital Innovation at Sephora

Keywords: Internet retail; digital marketing; digital innovation

June 2013 (Revised March 2015)
Case

Open Innovation at Siemens

By: Karim R. Lakhani, Katja Hutter, Stephanie Healy Pokrywa and Johann Fuller

The case describes Siemens, a worldwide innovator in the Energy, Healthcare, Industry, and Infrastructure & Cities sectors, and its efforts to develop and commercialize new R&D through open innovation, including internal and external crowdsourcing contests. Emphasis is... View Details

Keywords: Innovation; Innovation Management; Crowdsourcing; Innovation Strategy; Innovation and Management; Knowledge Management; Knowledge Sharing; Research and Development; Information Technology; Energy Industry; Health Industry; Green Technology Industry; Manufacturing Industry

October 2022
Article

A Structural Model of Organizational Buying for Business-to-Business Markets: Innovation Adoption with Share-of-Wallet Contracts

By: Navid Mojir and K. Sudhir

The paper develops the ﬁrst structural model of organizational buying to study innovation diﬀusion in a B2B market. Our model is particularly applicable for routinized exchange relationships, whereby centralized buyers periodically evaluate and choose contracts,... View Details

Keywords: Organizational Buying Behavior; Healthcare Marketing; B2B Markets; B2B Innovation; New Product Diffusion; New Product Adoption; Organizations; Acquisition; Behavior; Health Care and Treatment; Marketing; Innovation and Invention

March 2013
Article

Misvaluing Innovation

By: Lauren Cohen, Karl Diether and Christopher Malloy

We demonstrate that a firm's ability to innovate is predictable, persistent, and relatively simple to compute, and yet the stock market ignores the implications of past successes when valuing future innovation. We show that two firms that invest the exact same in... View Details

Keywords: Innovation; Return Predictability; R＆D; Information; Forecasting and Prediction; Research and Development; Innovation and Invention

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2009
Case

Innovamedica: Innovation in an Emerging Market

By: Roberto Charvel, Fernando Fabre and T. Putimahtama

Innovamedica was a medical start up with several state of the art devices such as a silicon substitute heart and other inventions. However, the founding scientist was struggling in attracting talent and fundraising and that had an impact on growth. View Details

Keywords: Biotech; Entrepreneurial Finance; Entrepreneurship; Start-up; Emergent Countries; Business Startups; Talent and Talent Management; Design; Corporate Entrepreneurship; Private Equity; Health Testing and Trials; Innovation and Invention; Managerial Roles; Biotechnology Industry; Latin America; North and Central America

2017
Chapter

Innovation Policies

By: Ramana Nanda and Matthew Rhodes-Kropf

Past work has shown that failure tolerance by principals has the potential to stimulate innovation, but has not examined how this affects which projects principals will start. We demonstrate that failure tolerance has an equilibrium price – in terms of an investor’s... View Details

Keywords: Innovation; Investing; Abandonment Option; Failure Tolerance; Innovation and Invention; Venture Capital; Attitudes; Investment; Failure

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2017
Working Paper

Innovation Policies

By: Ramana Nanda and Matthew Rhodes-Kropf

Past work has shown that failure tolerance by principals has the potential to stimulate innovation, but has not examined how this affects which projects principals will start. We demonstrate that failure tolerance has an equilibrium price ― in terms of an investor's... View Details

Keywords: Innovation; Investing; Abandonment Option; Failure Tolerance; Venture Capital; Attitudes; Investment; Failure; Innovation and Invention

2020
Working Paper

Inventing the Endless Frontier: The Effects of the World War II Research Effort on Post-War Innovation

By: Daniel P. Gross and Bhaven N. Sampat

During World War II, the U.S. government launched an unprecedented effort to mobilize science for war: a newly-established Office of Scientific Research and Development (OSRD) entered thousands of R&D contracts with industrial and academic contractors, spending one to... View Details

Keywords: World War II; Vannevar Bush; OSRD; Mission-oriented R＆D; Direction Of Innovation; Geography Of Innovation; Technology Clusters; U.S. Innovation System; Innovation and Invention; Research and Development; Problems and Challenges; War; History; Government Administration; United States

April 2019 (Revised June 2019)
Teaching Plan

Innovation and Business in Emerging Markets

By: Geoffrey Jones, Tarun Khanna, Nataliya Langburd Wright and Morgan Spencer

Teaching Plan for HBS No. 319-110. View Details

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