Publications

28 Aug 2010
News

Why we're all marketers now

November 2022
Case

The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

By: Regina E. Herzlinger and Tiffany Farrell

Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous... View Details

Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry

2019
Working Paper

Collusion in Markets with Syndication

By: John William Hatfield, Scott Duke Kominers, Richard Lowery and Jordan M. Barry

Many markets, including markets for IPOs and debt issuances, are syndicated: each winning bidder invites competitors to join its syndicate to complete production. Using repeated extensive form games, we show that collusion in syndicated markets may become easier as... View Details

Keywords: Collusion; Antitrust; IPO Underwriting; Syndication; ＂Repeated Games＂

SSRN

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31 Jul 2012
News

Two Harvard Business School Teams Win Chef Ferran Adrià's Global Ideas Challenge Competition

August 1990
Case

Giovanni Buton: International Marketing Strategy

Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. "Global brands" such... View Details

Keywords: Marketing Strategy; Globalized Markets and Industries; Manufacturing Industry; Food and Beverage Industry; Italy; European Union

March 1992
Background Note

Researching and Monitoring Consumer Markets

By: Robert J. Dolan

Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details

Keywords: Demand and Consumers; Product Marketing; Product Development; Research

June 2008
Case

From xiaonei to hainei: The Quest for the Social Networking Service Market in China

By: Joseph B. Lassiter III, Michael Shih-Ta Chen and Keith Chi-ho Wong

Wang Xing, the founder of Hainei.com, one of the fastest growing social networking service (SNS) providers in China, was preparing to raise funds from venture capitalists. Since late 2003, Wang had established several Internet startups in China. Xiaonei.com, which he... View Details

Keywords: Entrepreneurship; Venture Capital; Social and Collaborative Networks; Competition; Internet; China

Find at Harvard

September 2004 (Revised March 2007)
Case

G.I. JOE: Marketing an Icon

In the winter of 2003, Billy Lagor, the Hasbro toy company's brand manager for G.I. JOE, faced a set of decisions that would ultimately determine the 2004 marketing plan for the G.I. JOE brand. Under consideration were three different ways to market the military action... View Details

Keywords: Product Positioning; Marketing Strategy; Brands and Branding; Consumer Products Industry; United States

Research Summary

Organizational Change: The Market for Corporate Control and the Third Industrial Revolution

Michael C. Jensen is conducting research on organizational change and the corporate control market. Specifically, he is investigating the changing role of the corporation and competing organizational forms, such as leveraged buyout organizations, that are replacing... View Details

July 2016
Article

The Capital Market Consequences of Language Barriers in the Conference Calls of Non-U.S. Firms

By: Francois Brochet, Patricia L. Naranjo and Gwen Yu

We examine how language barriers affect the capital market reaction to information disclosures. Using transcripts from the English-language conference calls of non-U.S. firms, we find that the calls of firms in countries with greater language barriers are more likely... View Details

Keywords: Voluntary Disclosure; Capital Market Consequences; Non-plain English; Spoken Communication; Complexity; Capital Markets; Cross-Cultural and Cross-Border Issues

SSRN

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01 Feb 2000
News

Better Mousetraps: At Product Design Fair, Student Ideas Get Real

vehicle for the under-24 set, loosely termed "Generation Y." "We're specifically looking at what interior features the younger buyers want," said Bernard. "We wanted to hear the MPD team's ideas and get a... View Details

Keywords: Margie Kelley

(Not) Paying for Diversity: Repugnant Market Concerns Associated with Transactional Approaches to Diversity Recruitment

In a 20-month ethnographic study, I examine how a technology firm, ShopCo (a pseudonym), considered 13 different recruitment platforms to attract racial minority engineering candidates. I find that when choosing whether to adopt recruitment platforms focused on racial... View Details

12 Nov 2008
Research & Ideas

The Marketing of a President

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... View Details

Keywords: by John Quelch

21 Oct 2015
Research & Ideas

How to Predict if a New Business Idea is Any Good

doesn’t influence the idea.” New research explores a fundamental question: How can you predict whether a business idea will succeed or flop? ©iStock They found that setting in a place close to home for Shu.... View Details

Keywords: by Michael Blanding; Accommodations; Financial Services

Research Summary

Structure of Fixed Income Markets

Professor Chacko's research has focused primarily on the structure of various fixed income markets, such as the markets for corporate bonds, sovereign bonds, asset-backed securities, etc. His current research looks at the importance of liquidity (or lack thereof) in... View Details

The Stock Market and Bank Risk-Taking

We argue that stock market pressure to generate earnings encourages banks to increase risk. We measure risk using confidential supervisory ratings as well as financial information released in regulatory filings. We document that there is an increase in the risk-taking... View Details

Research Summary

Effective Capital Market Communications

Hutton's most recent research and cases examine how managers enhance the credibility and effectiveness of their financial reports and voluntary disclosures. Her most recent working paper, "Effective Voluntary Disclosure" (co-authored with Greg Miller, HBS, and Douglas... View Details

2010
Simulation

Marketing Simulation: Managing Segments and Customers

By: Das Narayandas

In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details

Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry