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  • 18 Mar 2008
  • News

Election ’08, HBS Style

away some of the new mass-transit passes and implied that students could expect more of the same if they should be the ones to oversee the SA budget. Diversity, creativity, and transparency were the watchwords of Sunil Nagaroj and Serge... View Details
Keywords: Business Schools & Computer & Management Training; Educational Services
  • May 2021
  • Teaching Note

American Airlines' Value Pricing (Abridged)

By: Sunil Gupta and Alvin J. Silk
Teaching Note for HBS Case No. 519-019. View Details
Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
Related
  • June 2020
  • Supplement

The New York Times Paywall Update (C)

By: Sunil Gupta and D. L. Spar
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  • September 2017
  • Teaching Note

Marketing Transformation at Mastercard

By: Sunil Gupta and Srinivas K. Reddy
Teaching Note for HBS No. 517-040. View Details
Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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  • Article

Case Study: Can Retailers Win Back Shoppers Who Browse then Buy Online?

By: Thales S. Teixeira and Sunil Gupta
This case study discusses the options that brick-and-mortar retailers can use to combat the negative consequences of 'showrooming.' View Details
Keywords: Showrooming; E-commerce; Retail Industry
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  • September 1989
  • Article

PACM: A Two Stage Procedure for Analyzing Structural Models

By: Donald R. Lehmann and Sunil Gupta
Keywords: Organizational Structure
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  • summer 1991
  • Article

Estimating Heterogeneity in Consumers' Purchase Rates

By: Sunil Gupta and Donald G. Morrison
Keywords: Customers; Sales
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  • Article

The Discounting of Discounts and Promotion Thresholds

By: Sunil Gupta and Lee G. Cooper
Keywords: Product Marketing
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  • 1996
  • Article

A Segment-Level Model of Category Volume and Brand Choice

By: William R. Dillon and Sunil Gupta
Keywords: Brands and Branding; Decision Choices and Conditions; Segmentation; Volume
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  • December 2019 (Revised January 2022)
  • Supplement

Othellonia: Growing a Mobile Game

By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
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  • 01 Feb 2017
  • News

Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes

  • 15 May 2018
  • First Look

New Research and Ideas, May 15, 2018

Layoffs That Don't Break Your Company: Better Approaches to Workforce Transition By: Sucher, Sandra J., and Shalene Gupta Abstract—Today layoffs have become companies’ default response to the challenges created View Details
Keywords: Dina Gerdeman
  • May 1998
  • Article

Assessing Long-Term Promotional Influences on Market Structure

By: Carl Mela, Sunil Gupta and Kamel Jedidi
Keywords: Power and Influence; Markets; Product Marketing
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  • November 20, 2000
  • Article

Untangling the Value of Web Companies

By: Sunil Gupta and Donald R. Lehmann
Keywords: Value; Internet and the Web; Business Ventures
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  • 2008
  • Working Paper

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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  • 2008
  • Chapter

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
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  • 2008
  • Chapter

Models of Customer Value

By: Sunil Gupta and Donald R. Lehmann
Keywords: Customer Value and Value Chain
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  • April 2021
  • Teaching Note

Facelift at Olay (A) & (B)

By: Rajiv Lal, Sunil Gupta and Olivia Hull
Teaching Note for HBS Case Nos. 521-011 and 521-002. View Details
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  • December 2019 (Revised January 2022)
  • Supplement

Othellonia: Growing a Mobile Game

By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
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  • spring 2002
  • Article

Pricing Access Services

By: Skander Essegaier, Sunil Gupta and John Zhang
Keywords: Price
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