Publications

Read Now

1991
Book

Organizing and Implementing the Marketing Effort

By: Frank V. Cespedes

Keywords: Marketing

01 Dec 2022
News

Business as a Force for Good in Society

effort is the newly established Institute for the Study of Business in Global Society (BiGS), an ambitious, interdisciplinary enterprise that provides a research-based platform for the School’s faculty to examine many of the most critical... View Details

2017
Working Paper

Emerging Markets and the Future of Business History

By: Gareth Austin, Carlos Dávila and Geoffrey Jones

This working paper suggests that the business history of emerging markets should be seen as an alternative business history rather than merely adding new settings to explore established core debates. The discipline of business history evolved around the corporate... View Details

Keywords: Business History; Emerging Markets; Developing Countries and Economies

SSRN

Read Now

24 Apr 2014
News

Taking a broad view of the impact of business on society and community

Masoud Sanai (PLDA 3, 2007) talks about how attending Harvard Business School helped him expand his view of business to include considering ways to also benefit society. (Published April 2014) View Details

July 1984 (Revised June 1985)
Background Note

Legal and Ethical Aspects of Marketing

By: Benson P. Shapiro

Keywords: Marketing; Ethics; Law

2000
Chapter

Relationship Marketing and Key Account Management

By: Joseph P. Cannon and N. Narayandas

Keywords: Customer Relationship Management

Web

Buy Now, Pay Later: Credit in a Consumer Society

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Introduction Credit in Pre-Industrial Society Credit View Details

May 2025
Case

Windsurf and the AI Code Assistant Market

By: Suraj Srinivasan, Sudhanshu Nath Mishra and Radhika Kak

In April 2025, the founding team of Windsurf, an AI start-up specializing in code generation gathered in Mountain View, California, to assess its remarkable year of growth. The company had scaled from a niche GitHub Copilot alternative to a breakout player with over... View Details

Keywords: AI and Machine Learning; Venture Capital; Innovation Leadership; Technological Innovation; Technology Industry; United States

Educators

February 1999 (Revised June 2000)
Background Note

Integrated Marketing Communications

By: Robert J. Dolan

Describes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan. View Details

Keywords: Marketing Communications

Educators

November 2020
Teaching Note

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details

20 Jan 2021
News

Unconscious Bias in Retail and Marketing

2014
Other Teaching and Training Material

Marketing Reading: Creating Customer Value

By: Sunil Gupta

This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details

Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value

July 1987
Case

Sun Refining and Marketing Co. (B)

By: D. Quinn Mills and G Bruce Friesen

July 1987
Case

Sun Refining and Marketing Co. (A)

By: D. Quinn Mills and G Bruce Friesen

Keywords: Energy Industry

24 Jun 2002
Research & Ideas

Building ’Brandtopias’—How Top Brands Tap into Society

pursue these two models and do fine, says Holt. 'something Different' But the brands that interest him most, consumer brands that maintain the most powerful grip on the market for years running, don't fit... View Details

Keywords: by Martha Lagace

June 2020
Article

U.S. Monetary Policy and Emerging Market Credit Cycles

By: Falk Bräuning and Victoria Ivashina

Foreign banks’ lending to firms in emerging market economies (EMEs) is large and denominated predominantly in U.S. dollars. This creates a direct connection between U.S. monetary policy and EME credit cycles. We estimate that over a typical U.S. monetary easing cycle,... View Details

Keywords: Global Business Cycle; Monetary Policy; Reaching For Yield; Money; Policy; Credit; Emerging Markets