Publications

2016
Book

Institutions, Institutional Change and Economic Performance in Emerging Markets

By: Lakshmi Iyer

Emerging markets play an increasingly important role in the global economy, accounting for 31% of global GDP and more than 50% of global foreign direct investment in 2012. However, doing business in emerging markets remains subject to a high degree of "policy risk,"... View Details

Keywords: Property Rights; Economic Policy; Political Economy; Emerging Markets; Economic Growth; Government and Politics; Business and Government Relations

May–June 2011
Article

The Uninvited Brand

By: Susan Fournier and Jill Avery

Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details

Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Consumer Products Industry; Consumer Products Industry

September 2008
Case

Harrington Collection: Sizing Up the Active-Wear Market

By: Richard S. Tedlow and Heather Beckham

In the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women's apparel, Harrington Collection, must evaluate an opportunity to expand into the high-growth active-wear market. Sara Huey, Vice President of Strategic... View Details

Keywords: Breakeven Analysis; Product Introduction; Expansion; Consumer Behavior; Supply and Industry; Product Launch; Apparel and Accessories Industry

Educators

01 Apr 2002
News

Emerging Research on Emerging Markets

asserted at the third annual HBS Workshop on Emerging Markets, held on campus last December. The two-day workshop, which attracted an impressive group of scholars from as far away as Sweden and as nearby as MIT, provided a forum to... View Details

Keywords: Yasheng Huang; Publishing Industries (except Internet); Information

14 May 2024
Blog Post

Creating Emerging Markets Sustainability Series - How to Build a Culture of Intrapreneurship

in recent interviews from the HBS Creating Emerging Markets project. Below, we feature the approaches to building this culture as presented by two prominent executives from Uruguay and Kenya, María Michelena... View Details

July–August 2021
Article

Why You Aren't Getting More from Your Marketing AI

By: Eva Ascarza, Michael Ross and Bruce G.S. Hardie

Fewer than 40% of companies that invest in AI see gains from it, usually because of one or more of these errors: (1) They don’t ask the right question, and end up directing AI to solve the wrong problem. (2) They don’t recognize the differences between the value of... View Details

Keywords: Artificial Intelligence; Marketing; Decision Making; Communication; Framework; AI and Machine Learning

18 Nov 2016
Blog Post

CPD Global Market Update: Singapore

appetite for consumption. This is an exciting region for MBAs looking for opportunities; not only are there great local companies emerging from the region, but giants from the US and China are competing head-to-head to enter this huge... View Details

Keywords: All Industries

17 Oct 2019
Research & Ideas

‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

than men because women have long been marginalized by negative stereotypes, so they’re more sensitive to marketing that tries to put them in a box, the research team contends.... View Details

Keywords: by Dina Gerdeman; Consumer Products

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

June 1994
Case

Green Marketing at Rank Xerox

By: Jeffrey F. Rayport

Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in... View Details

Keywords: Product Positioning; Machinery and Machining; Environmental Sustainability; Consumer Products Industry; Consumer Products Industry; Europe

Educators

Research Summary

Overview

By: Mark L. Egan

When considering how households make investment decisions, Professor Egan became intrigued by the question, “What makes a bank ‘special’ when compared to other lending institutions?” Focusing on empirical industrial organization with applications to finance and... View Details

09 Apr 2001
Research & Ideas

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

organizations tended to be created for the purpose of marketing countries as investment sites and not with the primary objectives of screening investment or negotiating with investors. Governments can adopt... View Details

Keywords: by Louis T. Wells & Alvin G. Wint

06 May 2019
Research & Ideas

Consumers Blame Business for Global Health Problems. Can Business Become the Solution?

Every public health crisis—whether it’s the availability of highly addictive opioids or junk food marketing to children—prompts consumers to... View Details

Keywords: by Danielle Kost; Health

14 Jan 2015
Research & Ideas

Thriving in the Turbulence of Emerging Markets

The growth and competiveness of emerging markets is a fundamental reality in global business today. Yet it is often forgotten just how much these countries have changed in a short period of time, how challenging their business... View Details

Keywords: by Geoffrey Jones; Manufacturing; Auto

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

they produce complementary effects that overcome the losses from cannibalization in the long run. The findings suggest that underlying consumer shopping behavior drives this result. The opening of a retail store may induce some existing... View Details

10 Jul 2000
Research & Ideas

The State of the Markets

Worldwide financial markets are in a period of extraordinary change, as they gear up for more and more volume, work out an assortment of mergers and consolidations, contemplate the reality of 24-hour global trading, adopt new advances in... View Details

Keywords: by James E. Aisner

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