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Show Results For
- All HBS Web
(4,950)
- People (12)
- News (830)
- Research (3,508)
- Events (26)
- Multimedia (12)
- Faculty Publications (2,095)
- 03 Apr 2019
- News
Do Your Experiential Marketing Moves Produce Enough ROI?
- July 2005
- Teaching Note
Globalizing Consumer Durables: Singer Sewing Machine before 1914 (TN)
Teaching Note to (9-804-001). View Details
- 09 Nov 2016
- Op-Ed
6 Lessons from Donald Trump's Winning Marketing Manual
Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best View Details
Keywords: by John A. Quelch
- 2010
- Working Paper
Corporate Governance and Internal Capital Markets
We exploit an exogenous shock to corporate ownership structures created by a recent tax reform in Germany to explore the link between corporate governance and internal capital markets. We find that firms with more concentrated ownership are less diversified and have... View Details
Keywords: Cost vs Benefits; Capital Markets; Corporate Governance; Taxation; Ownership; Performance Efficiency; Diversification; Germany
Sautner, Zacharias, and Belen Villalonga. "Corporate Governance and Internal Capital Markets." Harvard Business School Working Paper, No. 10-100, May 2010.
- 05 Jul 2010
- News
Marketing strategies for growth in China
- 2007
- Working Paper
Dynamics of Platform Competition: Exploring the Role of Installed Base, Platform Quality and Consumer Expectations
By: Feng Zhu and Marco Iansiti
This paper seeks to answer three questions. First, which drives the success of a platform, installed base, platform quality or consumer expectations? Second, when does a monopoly emerge in a platform-based market? Finally, when is a platform-based market socially... View Details
Keywords: Price; Network Effects; Digital Platforms; Monopoly; Quality; Competitive Advantage; Digital Platforms
Zhu, Feng, and Marco Iansiti. "Dynamics of Platform Competition: Exploring the Role of Installed Base, Platform Quality and Consumer Expectations." Harvard Business School Working Paper, No. 08-031, November 2007.
- 12 Mar 2006
- Research & Ideas
New Research Explores Multi-Sided Markets
vertical chain and therefore come up with superior products. One tradeoff would therefore seem to be between large market share and high quality, of which the Microsoft/Apple comparison is a good... View Details
- July 2010
- Supplement
Marketing Analysis Toolkit: Pricing and Profitability Analysis (CW)
By: Thomas J. Steenburgh and Jill Avery
Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details
- 10 Jun 2010
- Working Paper Summaries
Corporate Governance and Internal Capital Markets
Keywords: by Zacharias Sautner & Belén Villalonga
- 28 Jul 2010
- News
Sleazy Marketers Game Google's Sponsored Ads
- 23 Mar 2015
- Research & Ideas
It’s Called ‘Price Coherence,’ and It’s Surprisingly Bad for Consumers
Consumers often have the following choice: Either buy something directly from a retailer, or buy it indirectly through an intermediary, which partners with the retailer to attract more buyers. Think... View Details
- June 1994
- Background Note
Scope and Challenge of Business-to-Business Marketing
Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details
Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology
Rangan, V. Kasturi. "Scope and Challenge of Business-to-Business Marketing." Harvard Business School Background Note 594-125, June 1994.
- Working Paper
AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance
By: Yannick Exner, Jochen Hartmann, Oded Netzer and Shunyuan Zhang
Generative AI’s recent advancements in creating content have offered vast potential to transform the advertising industry. This research investigates the impact of generative AI-enabled visual ad creation on real-world advertising effectiveness. For this purpose, we... View Details
Keywords: Digital Marketing; AI and Machine Learning; Advertising; Consumer Behavior; Advertising Industry
Exner, Yannick, Jochen Hartmann, Oded Netzer, and Shunyuan Zhang. "AI in Disguise—How AI-generated Ads' Visual Cues Shape Consumer Perception and Performance." SSRN Working Paper Series, No. 5096969.
- 16 Jun 2003
- Research & Ideas
Researchers Contribute Globalization of Markets Papers
predictor of events, but the power and sometimes outrageous language used by Levitt changed the nature of debate on the issue, and created new perspectives for managers to consider as they approach world markets. Levitt's key insight... View Details
Keywords: by Working Knowledge editors
- 16 Jun 2015
- Working Paper Summaries
Paying Up for Fair Pay: Consumers Prefer Firms with Lower CEO-to-Worker Pay Ratios
- 2024
- Working Paper
Who Clears the Market When Passive Investors Trade?
By: Marco Sammon and John J. Shim
We find that firms are the primary sellers of shares when index funds are net buyers, providing shares at a nearly one-for-one rate. Rather than provide liquidity, most demand-side institutions trade in the same direction as index funds, especially over long horizons.... View Details
Keywords: Investment Funds; Institutional Investing; Price; Investment Portfolio; Financial Institutions; Financial Instruments
Sammon, Marco, and John J. Shim. "Who Clears the Market When Passive Investors Trade?" Working Paper, August 2024.
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
increasingly turn to athletes to promote their products. The marketing executives I spoke with told me they value these endorsements especially because it is getting more and... View Details
- 26 Aug 2019
- Research & Ideas
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
rising from an estimated $2 billion in 2017 to about $8 billion in 2019. One forecast shows that spending is expected to jump to $15 billion by 2022. In fact, beauty giant... View Details
- November 2014
- Article
Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
By: John A. Deighton and Leora Kornfeld
The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something... View Details
Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.