Publications

2019
Chapter

International Business and Emerging Markets in Historical Perspective

By: Geoffrey Jones

This chapter examines international business in emerging markets over the long run. It shows how the strategies of Western multinationals evolved over time. In the first era of globalization in the 19th century, Western firms sought access to resources, and they faced... View Details

Keywords: Emerging Markets; Business History; Multinational Firms and Management; Globalization

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24 Apr 2014
News

Creating a mathematical method to understand consumer behavior in a digital world

Sunil Gupta, Edward W. Carter Professor of Business Administration, focuses on understanding customers and how they make decisions in a digital world. Gupta has tackled one of the most vexing questions in studies of consumer behavior:... View Details

Research Summary

Buyers, Sellers, Manufacturers in China’s Emerging Market around 1900

Ever since the economic reforms in the post-Mao period China’s economy as an emerging market has attracted much interest. However, we tend to forget that China was already an emerging market at the turn of the 19^th century, if not earlier. This... View Details

30 Aug 2017
News

Looking to win the battle for consumer attention? Take the blindfold off.

2023
Working Paper

The Impact of Unionization on Consumer Perceptions of Service Quality: Evidence from Starbucks

By: Isamar Troncoso, Minkyung Kim, Ishita Chakraborty and SooHyun Kim

The US has seen a rise in union movements, but their effects on service industry marketing outcomes like customer satisfaction and perceptions of service quality remain understudied. In this paper, we empirically study the impact on customer satisfaction and... View Details

Keywords: Labor Unions; Customer Satisfaction; Perception; Public Opinion; Employees; Food and Beverage Industry

SSRN

June 1991 (Revised May 2002)
Case

Barco Projection Systems (A): Worldwide Niche Marketing

Deals with the issue of niche marketing in a worldwide market. Barco Projection Systems makes video, data, and graphics projectors for the industrial market. They have traditionally been the performance leader. In August 1989, Sony Corp. introduced a higher performance... View Details

Keywords: Competition; Globalized Markets and Industries; Product Marketing; Consumer Products Industry; Consumer Products Industry

01 Jun 2002
News

The Mind Speaks, Marketers Listen

Calling HBS professor Gerald Zaltman “a maverick marketing professor,” the New York Times reported on the interactive technique he developed to gauge consumer preferences using visual images, semiotics, and... View Details

May 2010
Case

Alpen Bank: Launching the Credit Card in Romania

By: V. Kasturi Rangan and Sunru Yong

In 2006, the country manager for Alpen Bank in Romania, Gregory Carle, considers whether to recommend the launch of a credit card business. The firm rejected the idea several years earlier because of poor economic conditions in Romania. However, Romania is experiencing... View Details

Keywords: Consumer Credit; International Business; International Marketing; Product Introduction; Service Management; Credit Cards; Globalized Firms and Management; Product Positioning; Marketing Strategy; Service Delivery; Personal Finance; Product Launch; Banking Industry; European Union; Romania

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

Sharpening Your Skills dives into the HBS Working Knowledge archives to bring together articles on ways to improve your business skills. Questions to be answered: How can marketing better align with corporate strategy? Can you place a... View Details

July 2010 (Revised December 2011)
Background Note

Marketing Analysis Toolkit: Pricing and Profitability Analysis

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

Keywords: Forecasting and Prediction; Price; Profit; Management Analysis, Tools, and Techniques; Marketing Strategy; Demand and Consumers; Measurement and Metrics; Strategic Planning; Mathematical Methods; Retail Industry

fall 1997
Article

Commentary on 'Exploring the Implications of the Internet for Consumer Marketing'

By: J. A. Deighton

Keywords: Internet and the Web; Customers; Marketing

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April 2021 (Revised July 2021)
Case

StockX: The Stock Market of Things (Abridged)

By: Chiara Farronato, John J. Horton, Annelena Lobb and Julia Kelley

Founded in 2015 by Dan Gilbert, Josh Luber, and Greg Schwartz, StockX was an online platform where users could buy and sell unworn luxury and limited-edition sneakers. Sneaker resale prices often fluctuated over time based on supply and demand, creating a robust... View Details

2008
Working Paper

An Investigation of Earnings Management through Marketing Actions

By: Craig James Chapman and Thomas J. Steenburgh

Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details

Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry

SSRN

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2019
Book

The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power

By: Shoshana Zuboff

In this masterwork of original thinking and research, Shoshana Zuboff provides startling insights into the phenomenon that she has named surveillance capitalism. The stakes could not be higher: a global architecture of behavior modification threatens human nature in... View Details

Keywords: Consumer Profiling; Consumer Behavior; Forecasting and Prediction; Information Technology; Power and Influence; Ethics; Society; Transformation

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30 May 2000
Research & Ideas

Market Makers Bid for Success

In late February, Harvard Business School professor Bill Sahlman spoke with two former MBA students, Scott Randall ('87) and Glen Meakem ('91), to discuss their perspectives on organizing markets in a new and evolving economy and what... View Details

Keywords: by Staff; Web Services; Technology

19 Mar 2008
Research & Ideas

Finding Success in the Middle of the Market

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.In soccer,... View Details

Keywords: by John Quelch; Auto; Retail

Fast Answer

Emerging Market/Frontier Market Fellowship Resources

Data resources for HBS Fellowship students focusing on emerging and frontier markets. Industry and Market Research Passport -... View Details

July 2023
Case

Crocs: Using Community-Centric Marketing to Make Ugly Iconic

By: Ayelet Israeli and Anne V. Wilson

In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global net revenue had increased to approximately $3.6 billion. By most accounts, Crocs had become the “it” shoe. Crocs... View Details

Keywords: Brands and Branding; Product Development; Growth and Development; Customer Value and Value Chain; Digital Marketing; Digital Strategy; Segmentation; Advertising; Consumer Products Industry; Consumer Products Industry; United States