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  • 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
  • Web

Students on the Job Market - Doctoral

Curriculum Vitae | Website | Email Marcela Carvalho Abstract: Who gets the benefit of the doubt? CEO gender and news about firm performance I show that financial markets react asymmetrically to bad news... View Details
  • 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
  • March 2023
  • Article

Reaching for Rigor and Relevance: Better Marketing Research for a Better World

By: Shilpa Madan, Gita Venkataramani Johar, Jonah Berger, Pierre Chandon, Rajesh Chandy, Rebecca Hamilton, Leslie John, Aparna Labroo, Peggy J. Liu, John G. Lynch, Nina Mazar, Nicole Mead, Vikas Mittal, Christine Moorman, Michael I. Norton, John Roberts, Dilip Soman, Madhu Viswanathan and Katherine White
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. Climate change,... View Details
Keywords: COVID-19 Pandemic; Marketing; Social Issues; Corporate Social Responsibility and Impact; Business and Community Relations; Research
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  • August 2022
  • Article

Contract Duration and the Costs of Market Transactions

By: Alexander MacKay
The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and... View Details
Keywords: Supply Contracts; Intermediate Goods; Switching Costs; Vertical Relationships; Transaction Costs; Contract Duration; Identification; Supply Chain; Cost; Contracts; Auctions; Mathematical Methods
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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... View Details
Keywords: by Staff; Web Services; Technology
  • 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

    Why You Aren’t Getting More from Your Marketing AI - HBR

    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... View Details

    • 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
    • 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... View Details
    • 01 Jun 2009
    • News

    The Maestro and the Market

    learn about marketing from a business owner who says he doesn’t care whether or not customers like his product? HBS assistant professor Michael Norton’s interest in what motivates seemingly irrational View Details
    Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment; Colleges, Universities, and Professional Schools; Educational Services; Food Services and Drinking Places; Hospitality
    • February 2017
    • Supplement

    The De Beers Group: Exploring the Diamond Reselling Opportunity

    By: Benjamin C. Esty, Daniel P. Gross and Lauren G. Pickle
    In September 2014, Tom Montgomery (SVP of strategic initiatives at the De Beers Group) and his team launched a pilot program in the United States to explore the $1 billion diamond market for pre-owned (recycled) diamonds. According to Montgomery, the motivation for the... View Details
    Keywords: Diamonds; Go-to-market Strategy; Secondary Market; Willingness To Pay; Pilot Program; Strategy Development; Strategy Execution; Scope; Marketing; Advertising; Branding; Customer Value; Pawn Shops; Jewelry; Supply And Demand; Corporate Strategy; Business Strategy; Vertical Integration; Advertising Campaigns; Value Creation; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; United States; United Kingdom; Africa; Botswana; South Africa; Namibia
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    • 14 Jul 2014
    • Research & Ideas

    Pay Attention To Your ‘Extreme Consumers’

    typical consumers think. That's fine if you only want to keep making incremental improvements to your products, says Jill Avery, senior lecturer at Harvard Business School and... View Details
    Keywords: by Michael Blanding
    • 2020
    • Working Paper

    Contract Duration and the Costs of Market Transactions

    By: Alexander MacKay
    The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and... View Details
    Keywords: Vertical Relationships; Transaction Costs; Contract Duration; Identification; Supply Chain; Cost; Contracts; Auctions; Mathematical Methods
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    • Article

    Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations

    By: Zoe Chance and Rohit Deshpandé
    It is more than mere coincidence that the highest rates of HIV occur in the world's poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first part of this paper explores the economics of HIV and... View Details
    Keywords: Health Disorders; Developing Countries and Economies; Poverty; Health Care and Treatment; Social Marketing; Perspective; Customer Focus and Relationships; Profit; Africa; Asia; South America
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    • 2025
    • Working Paper

    Balancing Engagement and Polarization: Multi-Objective Alignment of News Content Using LLMs

    By: Mengjie Cheng, E. Ofek and Hema Yoganarasimhan
    We study how media firms can use LLMs to generate news content that aligns with multiple objectives—making content more engaging while maintaining a preferred level of polarization/slant consistent with the firm’s editorial policy. Using news articles from The New... View Details
    Keywords: Large Language Models; Content Creation; Digital Marketing; Media; News; Polarization; Generative Ai; Direct Preference Optimization
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    • 20 Sep 2007
    • Research & Ideas

    How to be a Customer

    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.99 percent of View Details
    Keywords: by John Quelch
    • 01 Sep 2008
    • News

    Is Market Capitalism Headed for Trouble?

    wealth and income disparity as a threat to capitalism: Consumer-goods companies are very aware that the markets between the very rich and the poor are disappearing. Those firms are losing the middle ground,... View Details
    Keywords: Garry Emmons; Colleges, Universities, and Professional Schools; Educational Services; Management, Scientific, and Technical Consulting Services; Professional Services
    • December 2017 (Revised January 2022)
    • Supplement

    Bega Cheese: Bidding to Bring Vegemite Back Home

    By: Benjamin C. Esty and Lauren G. Pickle
    In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands including Vegemite, the iconic Australian... View Details
    Keywords: Mergers ＆ Acquisitions; Value Drivers; Discounted Cash Flow (DCF); Dairy Industry; Corporate Scope; Consumer Goods; Iconic Brands; Bidding Strategy; Cross Border; Financing; Mergers and Acquisitions; Valuation; Value Creation; Business Divisions; Capital Structure; Food; Bids and Bidding; Diversification; Brands and Branding; Corporate Finance; Consumer Products Industry; Consumer Products Industry; Australia; United States
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    • December 2017 (Revised February 2021)
    • Case

    Bega Cheese: Bidding to Bring Vegemite Back Home

    By: Benjamin C. Esty and Lauren G. Pickle
    In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business, which included several leading consumer brands such as Vegemite, the iconic Australian... View Details
    Keywords: Mergers ＆ Acquisitions; Value Drivers; Discounted Cash Flow (DCF); Dairy Industry; Corporate Scope; Consumer Goods; Iconic Brands; Bidding Strategy; Cross Border; Financing; Mergers and Acquisitions; Valuation; Value Creation; Diversification; Business Divisions; Corporate Finance; Capital Structure; Food; Bids and Bidding; Consumer Products Industry; Consumer Products Industry; Australia; United States
    Related