Publications

Web

Newsletter - Creating Emerging Markets

Newsletter Join our mailing list to receive updates. We often feature news and updates about the project on the Creating Emerging Markets project website. We also publish regular regional newsletters focused on Africa, Latin America,... View Details

June 2015 (Revised January 2017)
Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details

Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France

2012
Article

Journalists and the Stock Market

By: Christopher Parsons, C. Dougal, J. Engelberg and D. Garcia

We use exogenous scheduling of Wall Street Journal columnists to identify a causal relation between financial reporting and stock market performance. To measure the media's unconditional effect, we add columnist fixed effects to a daily regression of excess Dow Jones... View Details

Keywords: Media; Financial Reporting; Financial Markets

April 2019 (Revised July 2019)
Case

Innovation and Business in Emerging Markets

By: Geoffrey Jones, Tarun Khanna, Nataliya Langburd Wright and Morgan Spencer

The case is built around video clips from top business leaders in emerging markets who were interviewed for Harvard Business School’s innovative Creating Emerging Markets oral history project. The case is focused on the issue of innovation in emerging markets from a... View Details

Keywords: Oral History; Innovation and Invention; Business Ventures; Emerging Markets; Problems and Challenges

18 Jul 2023
Interview

Jeffrey Rayport on Product Market Fit, Profit Market Fit and Whiplash, and More

By: Jeffrey F. Rayport and Doug Levin

This episode of "Lessons from Startup Life" podcast features Jeffrey Rayport, Senior Lecturer of Business Administration at the Harvard Business School. Jeffrey specializes in teaching and researching growth-stage technology ventures and their scalability. Prior to... View Details

Keywords: Scaling And Growth; Start-up; Diversity; Equity; Inclusion; Technology; Business Startups; Product Marketing; Business Growth and Maturation

September 1998 (Revised April 2002)
Case

ECM Group: Improving Global Marketing Productivity

Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure productivity. This case allows calculation of the quantitative as well as the qualitative issues. View Details

Keywords: Marketing Strategy; Media; Marketing Channels; Globalization; Food and Beverage Industry

Article

Good Markets (Really Do) Make Good Neighbors

By: Scott Duke Kominers

This article gives a (very) brief exposition of what market design is, along with four examples of market design in action. Loosely themed after Robert Frost’s poem “Mending Wall,” the examples demonstrate ways in which market design can break barriers—physical,... View Details

Keywords: Market Design; Economics; Theory; Change; Society

Read Now

November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry

December 2020
Article

Stock Market Returns and Consumption

By: Marco Di Maggio, Amir Kermani and Kaveh Majlesi

This paper employs Swedish data containing security level information on households' stock holdings to investigate how consumption responds to changes in stock market returns. We exploit households’ portfolio weights in previous years as an instrument for actual... View Details

Keywords: Capital Gain; Dividend Income; Consumption; Near-rational Behavior; Investment Return; Household; Spending; Behavior

SSRN

07 Aug 2013
News

Generation Y a tough target for marketers

Fast Answer

Consumer goods: market research

Where do I find market reports on consumer goods? Passport
Offers quantitative data on consumer lifestyles, retailing, consumer markets, and in-depth market analysis reports for many countries. Mintel... View Details

Web

Marketing Club | MBA

Marketing Club Our mission is to make the club the most valuable resource for students interested in the marketing industry through the collaboration of our members, industry professionals, and other... View Details

01 Sep 2006
News

Marketing Giant Ted Levitt Remembered

SCHOLAR, WRITER, TEACHER: Levitt, in a photo from 1983. His research tranformed the study and practice of marketing. The HBS community lost a legendary member of its faculty June 28 when marketing expert Theodore (“Ted”) Levitt died at... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

June 2002
Article

Market Triads: A Theoretical and Empirical Analysis of Market Intermediation

By: Rakesh Khurana

Keywords: Theory; Markets

February 2000 (Revised April 2003)
Case

InSite Marketing Technology (B)

By: Lynda M. Applegate and Genevieve J.S. Feraud

Provides students an example of partnerships/acquisitions that allow delivery of packaged solutions to customers in the electronic commerce space. View Details

Keywords: Mergers and Acquisitions; Customer Focus and Relationships; Customer Satisfaction; Entrepreneurship; Partners and Partnerships; Strategy; Business Strategy; Web Services Industry