Publications

June 2002 (Revised July 2002)
Case

NTT DoCoMo: Marketing i-mode

By: Youngme E. Moon

i-mode is a wireless Internet service offered in Japan by NTT DoCoMo. In just three years, the service has won over 30 million subscribers and achieved a 60% share of Japan's mobile Internet market, making it the most successful mobile data service in the world. It is... View Details

Keywords: Price; Marketing; Marketing Channels; Market Entry and Exit; Market Participation; Success; Competition; Internet and the Web; Technology Adoption; Mobile and Wireless Technology; Telecommunications Industry; Japan

20 Sep 2011
News

Filling "Institutional Voids" in Emerging Markets

Web

Events - Creating Emerging Markets

the interviews undertaken by the Creating Emerging Markets project can be used in research. The speakers were Susie Pak (St. John’s), Valeria Giacomin (Bocconi) and Sudev Sheth (Lauder Institute, University of Pennsylvania). Feb 06 6 FEB... View Details

01 Jan 2007
News

Berry-AMA Book Prize, American Marketing Association

16 Jun 2003
Research & Ideas

Researchers Contribute Globalization of Markets Papers

Twenty years has provided time to judge the success or failure of Theodore Levitt's predictions of a global economy populated by standardized products and marketing approaches. For the colloquium, a number of Harvard Business School and... View Details

Keywords: by Working Knowledge editors

2015
Working Paper

Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections

By: Doug J. Chung and Lingling Zhang

We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details

Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States

March 1999 (Revised January 2000)
Background Note

Interactive Technologies and Relationship Marketing Strategies

By: Youngme E. Moon

Outlines the role of interactive technologies in the development of relationship marketing strategies. View Details

Keywords: Marketing Strategy; Customer Relationship Management; Technology

1999
Book

Developing a Market Orientation

By: Rohit Deshpandé

Keywords: Markets

2016
Blog

Building A Culture of Health - John A. Quelch: The Marketing of Prevention

By: John A. Quelch

The US will devote 17.5% of GDP to health care this year, around $3 trillion. Yet only 3 percent of that will be spent on prevention, including both primary prevention (preventing illness in the first place) and secondary prevention (preventing sick people getting... View Details

Keywords: Healthcare; Healthcare Marketing; Prevention; Wellbeing; Health; Marketing; Health Industry; Insurance Industry; Public Administration Industry; Europe; North and Central America

February 2021 (Revised July 2024)
Case

White Claw: Defending Market Share as Competition Encroaches

By: Jill Avery

By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader... View Details

Keywords: Brand Management; Alcoholic Beverages; Beer/brewing Industry; Brand Positioning; Growth; Competitive Positioning; Consumer Products; Beverage Industry; Value Proposition; Marketing; Brands and Branding; Competition; Product Positioning; Competitive Strategy; Consumer Behavior; Consumer Products Industry; Food and Beverage Industry; United States

Article

Understanding Inflation-Indexed Bond Markets

By: John Y. Campbell, Robert J. Shiller and Luis M. Viceira

Keywords: Bonds; Markets; Inflation and Deflation; Financial Crisis

October 2016
Case

Moshe Kahlon: Telecommunications Reform and Competition in Israel's Cellular Market (A)

By: Joshua Margolis, Amram Migdal and Kerry Herman

The case addresses reforms to regulations in Israel’s telecommunications industry initiated and implemented under the leadership of Minister of Communications Moshe Kahlon in 2009-2010. The case highlights the challenges faced by a politician attempting to institute... View Details

12 Mar 2006
Research & Ideas

New Research Explores Multi-Sided Markets

Andrei Hagiu is on the vanguard of a new field of business research that explores the dynamics of multi-sided markets. Although these markets have been around a long time, they have not really been recognized as entities unique from other... View Details

Keywords: by Sean Silverthorne; Technology

Fast Answer

Real estate: emerging markets

Where should I begin my research on real estate in frontier and emerging markets? Research Topics Suggested Resources Overviews ABI/ProQuest
Find articles and reports using keywords specific to your market and real estate sector;... View Details

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

Companies are increasingly looking to emerging markets like China as a vital source of growth. The problem is these companies often lack an effective strategy for identifying which countries to do business with. In a June Harvard Business... View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

April 2008
Teaching Note

Marketing Chateau Margaux (TN)

By: John A. Deighton and Leyland Pitt

Teaching Note for [507033]. View Details

Keywords: Brands and Branding; Management Teams; Distribution; Sales; Market Entry and Exit; Price; Luxury; Demand and Consumers; Growth and Development Strategy; Governance Controls; Food and Beverage Industry; France

08 Sep 2016
Working Paper Summaries

A Model of Credit Market Sentiment

Keywords: by Robin Greenwood, Samuel G. Hanson, and Lawrence J. Jin; Financial Services

May 2014
Article

Investment Incentives in Labor Market Matching

By: John William Hatfield, Fuhito Kojima and Scott Duke Kominers

We provide an illustration of how the design of labor market clearing mechanisms can affect incentives for human capital acquisition. Specifically, we extend the labor market matching model (with discrete transfers) of Kelso and Crawford (1982) to incorporate the... View Details

Keywords: Human Capital; Marketplace Matching

2021
Working Paper

Spiritual Philanthropy in Emerging Markets

By: Valeria Giacomin and G. Jones

This working paper discusses the ethics and drivers of philanthropic foundations in emerging markets. A foundation organizes assets to invest in philanthropic initiatives. Previous scholarship has largely focused on developed countries, especially the United States,... View Details

Keywords: Foundations; Philanthropy; Business Leaders; Spirituality; Philanthropy and Charitable Giving; Emerging Markets; Ethics; Values and Beliefs