Publications

16 Aug 2010
Lessons from the Classroom

HBS Introduces Marketing Analysis Tools for Managers

Harvard Business Publishing has released new toolkits to help managers make key marketing decisions on market analysis, breakeven analysis, customer lifetime value, profit and pricing, and analyzing the... View Details

Keywords: by Sarah Jane Gilbert

1995
Chapter

Marketing and Public Policy

By: S. A. Greyser

Keywords: Marketing; Policy; Government and Politics

February 2012
Background Note

The Market for Healthcare

By: Joseph L. Bower and Michael Norris

Keywords: Markets; Health Care and Treatment; Health Industry

June 1994
Background Note

Scope and Challenge of Business-to-Business Marketing

By: V. Kasturi Rangan

Identifies six key linkages that distinguish business-to-business marketing; three with respect to the external environment (i.e., derived demand, complex buying process, and concentrated customer base) and three with respect to the internal organization (emphasis on... View Details

Keywords: Marketing; Customers; Demand and Consumers; Organizational Structure; Order Taking and Fulfillment; Technology

Research Summary

Market Implications of Supply Chain Disruptions

Identifying how and why the financial markets respond to problems in corporate supply chains. View Details

January 2008 (Revised September 2008)
Supplement

Marketing the "$100 Laptop" (C)

By: John A. Quelch and David Chen

In October 2007, the OLPC reported production delays and missed its shipment date. In early November, the $100 PC finally went into production, with initial shipments planned for Uruguay and Mongolia, and mid-month launched the "Give One, Get One" program. It enabled... View Details

Keywords: Nonprofit Organizations; For-Profit Firms; Partners and Partnerships; Information Infrastructure; Problems and Challenges; Philanthropy and Charitable Giving; Computer Industry; Canada; Mongolia; Uruguay; United States

Article

Brand Values and Capital Market Valuation

By: Mary Barth, Michael B. Clement, George Foster and Ron Kasznik

Brand value estimates are significantly positively related to prices and returns, incremental to accounting variables. Questionable brand value estimate reliability underlies lack of financial statement recognition for brands. Findings suggest estimates are relevant... View Details

Keywords: Brands and Branding; Valuation

December 2016 (Revised December 2020)
Course Overview Note

Big Data in Marketing

By: John Deighton and Mike Horia Teodorescu

Keywords: Big Data; Analytics and Data Science; Marketing

01 Jun 2018
News

Disrupting India’s Dental Market

all confined to India, although some of the auxiliary services Clove has developed could be marketed beyond. For example, Singh created an online marketplace for dental instruments and equipment, called OneIvory, as a supplier to... View Details

Keywords: Sasha Issenberg

December 2004 (Revised April 2006)
Case

Mavens & Moguls: Because Marketing Matters...

By: Myra M. Hart, Kristin Lieb and Victoria Winston

Mavens & Moguls is a virtual marketing-consulting firm of approximately 40 professionals. Examines the processes by which Paige Arnof-Fenn (an HBS grad with deep industry experience)draws on her experience and her network to create a high-quality marketing consulting... View Details

Keywords: Networks; Values and Beliefs; Business Growth and Maturation; Organizational Structure; Marketing; Entrepreneurship; Experience and Expertise; Growth and Development Strategy; Consulting Industry

March 2014
Article

Do Analysts Follow Managers Who Switch Companies? An Analysis of Relationships in the Capital Markets

By: Francois Brochet, Gregory S. Miller and Suraj Srinivasan

We examine the importance of professional relationships developed between analysts and managers by investigating analyst coverage decisions in the context of CEO and CFO moves between publicly listed firms. We find that top executive moves from an origin firm to a... View Details

Keywords: Management Turnover; Analyst Coverage; Capital Market Relationships; Capital Markets; Relationships

SSRN

01 Jun 2007
News

Students Top Marketing Contest

In January, Melissa Lau, Yanlin Liu, and Deena Malkina (all HBS ’08) took home top honors in Rice University’s seventh annual Marketing Case competition, besting student teams from nine other business schools, including Kellogg, Stanford,... View Details

Keywords: Computer and Electronic Product Manufacturing; Manufacturing

1991
Chapter

Marketing Planning and Organization

By: R. J. Dolan and A. J. Silk

Keywords: Marketing; Planning; Organizational Design

Jun 13 2017
Testimonial

Understanding Today's Marketing Challenges

1999
Book

Developing a Market Orientation

By: Rohit Deshpandé

Keywords: Markets

1986
Chapter

Marketing Advanced Manufacturing Processes

By: D. A. Leonard-Barton and J. Gogan

Keywords: Marketing; Production; Technological Innovation; Manufacturing Industry; Technology Industry

09 Jun 2020
News

Fed action, debt markets and stocks

February 2000 (Revised June 2003)
Case

Pepcid AC: Racing to the OTC Market

By: Charles King III, Alvin J. Silk, Ernst R. Berndt and Lisa R. Klein

Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. View Details

Keywords: Competitive Advantage; Product Positioning; Markets; Research; Marketing Strategy; Product Development; Decision Choices and Conditions; Pharmaceutical Industry