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September 2020 (Revised February 2024)
Teaching Note

Artea (A), (B), (C), and (D): Designing Targeting Strategies

By: Eva Ascarza and Ayelet Israeli

Teaching Note for HBS No. 521-021,521-022,521-037,521-043. This collection of exercises aims to teach students about 1)Targeting Policies; and 2)Algorithmic bias in marketing—implications, causes, and possible solutions. Part (A) focuses on A/B testing analysis and... View Details

Keywords: Targeted Advertising; Targeting; Race; Gender; Diversity; Marketing; Customer Relationship Management; Prejudice and Bias; Analytics and Data Science; Apparel and Accessories Industry; Apparel and Accessories Industry; Apparel and Accessories Industry; United States

19 Nov 2014
HBS Case

Marketing Marijuana

advertising of marijuana, retail storefronts in Denver, Vail, and other ski towns have become the marketing battleground—featuring attractive sales staff in quality retail... View Details

Keywords: by Michael Blanding; Food & Beverage

October 1995 (Revised December 1995)
Case

Marketing the National Hockey League

By: V. Kasturi Rangan and Marie Bell

One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the... View Details

Keywords: Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry

10 Jun 2016
News

Are there better deals than the “Minimum Advertised Price?” More often than you think.

February 2016 (Revised August 2020)
Case

InsightSquared: Developing the Sales and Marketing Plan

By: Mark Roberge, Tom Eisenmann and Frank Cespedes

Fred Shilmover and Sam Clemens prepared for their fourth quarter board meeting. They were excited to have scaled their software startup, InsightSquared, to $2 million in revenue and secured an $8 million round of venture capital. However, they disagreed on the path... View Details

Keywords: Sales Planning; Applications and Software; Marketing; Sales; Planning; Growth and Development Strategy

April 28, 2004
Article

Physicians Report on Patient Encounters Involving Direct-To-Consumer Advertising

By: Joel S. Weissman, David Blumenthal, Alvin J. Silk, Michael Newman, Kinga Zapert, Robert Leitman and Sandra Feibelmann

Keywords: Health; Customers; Advertising

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February 2018
Article

Patent Publication and the Market for Ideas

By: Deepak Hegde and Hong Luo

In this paper, we study the effect of invention disclosure through patent publication on the market for ideas. We do so by analyzing the effects of the American Inventor's Protection Act of 1999 (AIPA)—which required U.S. patent applications to be published 18 months... View Details

Keywords: Licensing; Patent Publication; Invention Disclosure; Patents; Information Publishing; Innovation and Invention; Knowledge Dissemination

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2024
Working Paper

Internal and External Capital Markets of Large Banks

By: Lina Lu, Marco Macchiavelli and Jonathan Wallen

Despite regulatory restrictions, large U.S. bank holding companies have sizable and dynamic internal capital markets. They raise long-term debt at the holding company and deposits at the commercial bank to internally make unsecured loans to affiliated broker-dealers.... View Details

Keywords: Banks and Banking; International Finance; Financial Markets

October 2007
Article

Supply and Demand Shifts in the Shorting Market

By: Lauren Cohen, Karl B. Diether and Christopher J. Malloy

Using proprietary data on stock loan fees and quantities from a large institutional investor, we examine the link between the shorting market and stock prices. Employing a unique identification strategy, we isolate shifts in the supply and demand for shorting. We find... View Details

Keywords: Analytics and Data Science; Stocks; Financing and Loans; Price; Strategy; Demand and Consumers; Forecasting and Prediction; Investment Return; Markets; Information

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1985
Book

Marketing Management: Principles, Analysis and Applications

By: B. P. Shapiro, R. J. Dolan and J. Quelch

Keywords: Marketing; Management; Theory

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1995
Book

Global Marketing Management: Cases and Readings

By: Robert D. Buzzell, John A. Quelch and Christopher A. Bartlett

Keywords: Globalization; Marketing; Management

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January 2019
Case

Understanding the Brand Equity of Nestlé Crunch Bar: A Market Research Case

By: Jill Avery and Gerald Zaltman

In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of 20 of its confectionery brands, including the Nestlé Crunch Bar, to Ferrero SpA for $2.8 billion. Under the terms of the Nestlé acquisition, each of the purchased... View Details

Keywords: Brand Equity; Marketing; Market Research; Qualitative Research; Marketing Communication; Customer Satisfaction; Brands and Branding; Consumer Behavior; Marketing Communications; Marketing Strategy; Food and Beverage Industry; United States; North America; Italy

2023
Working Paper

The Value of Professional Ties in B2B Markets

By: Navid Mojir and Sriya Anbil

We study how a particular form of social ties (i.e., professional ties proxied by past employment) aﬀects price and proﬁtability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diﬀusion in business-to-consumer... View Details

Keywords: Professional Ties; Social Ties; Business-to-business Marketing; B2B Marketing; Repo; Individual Connections; B2B Pricing; Pricing; Decision-making In Financial Markets; Marketing; Relationships; Price; Financial Markets; Decision Making

2004
Article

Marketing to Benshouhou (Marketing and Dialectics)

By: Hirotaka Takeuchi

Keywords: Marketing

09 Apr 2024
News

To Serve and Protect the Markets

Every day, in her role as the director of the Atlanta Regional Office of the Securities and Exchange Commission (SEC), Nekia Hackworth Jones (MBA 2004) stands in the breach between the $100 trillion in securities traded on U.S. equity... View Details

Keywords: Margie Kelley

17 Aug 2022
News

To Serve and Protect the Markets

Every day, in her role as the director of the Atlanta Regional Office of the Securities and Exchange Commission (SEC), Nekia Hackworth Jones (MBA 2003) stands in the breach between the $100 trillion in securities traded on U.S. equity... View Details

Keywords: Margie Kelley

July 1984 (Revised June 1985)
Background Note

Legal and Ethical Aspects of Marketing

By: Benson P. Shapiro

Keywords: Marketing; Ethics; Law

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May 2008
Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton

Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry

June 2009 (Revised May 2010)
Supplement

BlackRock Money Market Management in September 2008 (B)

By: Kenneth A. Froot and David Lane

This case highlights the issues surrounding money market mutual funds in the financial crisis of 2008. View Details

Keywords: BlackRock; Mutual Funds; Money Market; Investment Management; Bank Runs; 2008 Financial Crisis; Government Intervention In The Markets; GRG; Financial Management; Investment Funds; Government and Politics; Financial Crisis; Financial Services Industry

spring 1988
Article

Product Market Competition and Managerial Slack

By: David S. Scharfstein

Keywords: Product; Markets; Competition; Management

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