Marketing And Society - Publications - Faculty & Research

Institutions, Institutional Change and Economic Performance in Emerging Markets

Emerging markets play an increasingly important role in the global economy, accounting for 31% of global GDP and more than 50% of global foreign direct investment in 2012. However, doing business in emerging markets remains subject to a high degree of "policy risk,"... View Details

November 2021
Article

Ratings, Reviews, and the Marketing of New Products

By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek

We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details

Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media

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21 Aug 2024
News

The Blurred Lines Between Sales and Marketing

1989
Article

Financial Innovations and Stability of Capital Markets

By: Marc L Bertoneche

Keywords: Innovation and Invention; Balance and Stability; Capital; Markets

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New Markets

In today's business environment, every organization faces pressure to deliver sustained growth and profitability. Yet technological advances shorten product life cycles, business models change, and... View Details

1997
Chapter

Marketing a Region for Trade and Investment

By: L. T. Wells Jr.

Keywords: Globalized Economies and Regions; Marketing; Trade; Investment

Citation

May–June 2023
Article

Analytics for Marketers: When to Rely on Algorithms and When to Trust Your Gut

By: Fabrizio Fantini and Das Narayandas

Advanced analytics can help companies solve a host of management problems, including those related to marketing, sales, and supply-chain operations, which can lead to a sustainable competitive advantage. But as more data becomes available and advanced analytics are... View Details

Keywords: Analytics and Data Science; Decision Making

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August 2004 (Revised August 2005)
Background Note

Online Auction Markets

eBay, Yahoo!, and Amazon.com entered the online auction market within four years of one another, along with a host of smaller Web sites. Five years later, eBay clearly outstripped its competitors, despite the fact that Yahoo! and Amazon both had a huge installed base... View Details

Keywords: Internet and the Web; Auctions; Network Effects

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Globalization and Emerging Markets - Course Catalog

HBS Course Catalog Globalization and Emerging Markets Course Number 1151 Associate Professor Reshmaan Hussam Spring; Q3Q4; 3.0 credits 27 Sessions Final Exam Career Focus Globalization View Details

Teaching Interest

Digital Marketing Strategy

By: John A. Deighton

When the tools of marketing change, strategies change too. The focus of this course is on firms trying to navigate the transition from offline to online market-making and strategy development. Our concern is primarily with corporations that have products and... View Details

Article

Marketing and Distribution Strategies for International Organizations

By: John C. Pattison and John A. Quelch

Citation

2018
Chapter

Digital Labor Markets and Global Talent Flows

By: John Horton, William R. Kerr and Christopher Stanton

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Introduction to HBS's Institute for the Study of Business in Global Society

05 Feb 2009
Research & Ideas

In Praise of Marketing

Second, the ambitions of American inventors and entrepreneurs demanded the broadest possible distribution. The Wal-Mart mission, for example, is to lower the cost of living for everyone everywhere. Third, American View Details

Keywords: by John Quelch; Advertising