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    • All HBS Web  (3,751)
      • Faculty Publications  (730)

      Marketing EffectivenessRemove Marketing Effectiveness →

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      • 2008
      • Working Paper

      Performance and Control across Multiple Markets

      By: Tatiana Sandino, Dennis Campbell and Shelby Yu
      Chain organizations typically operate units across different types of markets, with significantly diverging customer bases. Such market-type dispersion potentially influences performance through two channels: it makes performance a noisier indicator of store manager... View Details
      Keywords: Governance Controls; Organizational Design; Markets; Franchise Ownership; Performance; Retail Industry
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      Sandino, Tatiana, Dennis Campbell, and Shelby Yu. "Performance and Control across Multiple Markets." American Accounting Association Financial Accounting and Reporting Section Paper, January 2008.
      • December 2007 (Revised March 2013)
      • Case

      Queensland Sugar Limited

      By: David E. Bell and Mary L. Shelman
      Until industry deregulation in 2006, Queensland Sugar ran Australia's single desk marketing system for raw sugar exports. Since deregulation, eight of the ten Queensland sugar millers have elected to continue collective marketing through QSL. However, several millers... View Details
      Keywords: Plant-Based Agribusiness; Goods and Commodities; Trade; Governing Rules, Regulations, and Reforms; Competition; Marketing Strategy; Supply Chain; Network Effects; Supply and Industry; Agriculture and Agribusiness Industry; Australia
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      Bell, David E., and Mary L. Shelman. "Queensland Sugar Limited." Harvard Business School Case 508-038, December 2007. (Revised March 2013.)
      • December 2007 (Revised January 2008)
      • Background Note

      Evaluating M&A Deals-Announcement Effects, Risk Arbitrage and Event Risk

      By: Carliss Y. Baldwin
      The announcement of merger or acquisition conveys new information to the capital markets. This note describes how the stock prices of a Buyer and Target behave after the announcement of a deal. First, for an all-stock deal that is certain to go through, the note... View Details
      Keywords: Mergers and Acquisitions; Announcements; Capital Markets; Stocks; Price; Risk and Uncertainty
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      Baldwin, Carliss Y. "Evaluating M&A Deals-Announcement Effects, Risk Arbitrage and Event Risk." Harvard Business School Background Note 208-103, December 2007. (Revised January 2008.)
      • 2007
      • Working Paper

      Competition in Modular Clusters

      By: Carliss Y. Baldwin and C. Jason Woodard
      The last twenty years have witnessed the rise of disaggregated "clusters," "networks," or "ecosystems" of firms. In these clusters the activities of R&D, product design, production, distribution, and system integration may be split up among hundreds or even thousands... View Details
      Keywords: Price; Profit; Digital Platforms; Industry Clusters; Competition; Horizontal Integration; Vertical Integration
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      Baldwin, Carliss Y., and C. Jason Woodard. "Competition in Modular Clusters." Harvard Business School Working Paper, No. 08-042, December 2007.
      • November 2007
      • Article

      A Model of Consumer Learning for Service Quality and Usage

      By: Raghuram Iyengar, Asim Ansari and Sunil Gupta
      In many services, e.g., the wireless service industry, consumers choose a service plan based on their expected consumption. In such situations, consumers experience two forms of uncertainty. First, consumers may be uncertain about the quality of their service provider... View Details
      Keywords: Experience and Expertise; Customer Value and Value Chain; Learning; Price; Knowledge Use and Leverage; Marketing Strategy; Consumer Behavior; Service Delivery; Quality; Risk and Uncertainty; Service Industry
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      Iyengar, Raghuram, Asim Ansari, and Sunil Gupta. "A Model of Consumer Learning for Service Quality and Usage." Journal of Marketing Research (JMR) 44, no. 4 (November 2007): 529–544.
      • 2007
      • Working Paper

      Dynamics of Platform Competition: Exploring the Role of Installed Base, Platform Quality and Consumer Expectations

      By: Feng Zhu and Marco Iansiti
      This paper seeks to answer three questions. First, which drives the success of a platform, installed base, platform quality or consumer expectations? Second, when does a monopoly emerge in a platform-based market? Finally, when is a platform-based market socially... View Details
      Keywords: Price; Network Effects; Digital Platforms; Monopoly; Quality; Competitive Advantage; Digital Platforms
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      Zhu, Feng, and Marco Iansiti. "Dynamics of Platform Competition: Exploring the Role of Installed Base, Platform Quality and Consumer Expectations." Harvard Business School Working Paper, No. 08-031, November 2007.
      • October 2007
      • Module Note

      Managing Networked Businesses: Network Mobilization Module

      By: Thomas R. Eisenmann
      Keywords: Network Effects; Management
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      Eisenmann, Thomas R. "Managing Networked Businesses: Network Mobilization Module." Harvard Business School Module Note 808-079, October 2007.
      • October 2007
      • Article

      The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market

      By: Anita Elberse and Bharat N. Anand
      One of the most visible and publicized trends in the movie industry is the escalation in movie advertising expenditures over time. Yet, the returns to movie advertising are poorly understood. The main reason is that disentangling the causal effect of advertising on... View Details
      Keywords: Advertising; Stocks; Investment Return; Price; Revenue; Quality; Mathematical Methods; Motion Pictures and Video Industry
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      Elberse, Anita, and Bharat N. Anand. "The Effectiveness of Pre-Release Advertising for Motion Pictures: An Empirical Investigation Using a Simulated Market." Information Economics and Policy 19, nos. 3-4 (October 2007): 319–343. (Special Issue on Economics of the Media.)
      • 2007
      • Working Paper

      The Effects of a Centralized Clearinghouse on Job Placement, Wages, and Hiring Practices

      By: Muriel Niederle and Alvin E. Roth
      New gastroenterologists participated in a labor market clearinghouse (a "match") from 1986 through the late 1990's, after which the match was abandoned. This provides an opportunity to study the effects of a match, by observing the differences in the outcomes and... View Details
      Keywords: Health; Employment; Marketplace Matching; Selection and Staffing; Job Offer; Compensation and Benefits; Health Industry
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      Niederle, Muriel, and Alvin E. Roth. "The Effects of a Centralized Clearinghouse on Job Placement, Wages, and Hiring Practices." NBER Working Paper Series, No. 13529, October 2007.
      • September 2007 (Revised November 2007)
      • Case

      Bunge: Food, Fuel, and World Markets

      By: Tarun Khanna, Santiago Mingo and Jonathan West
      In 2007, Bunge, an agribusiness company, had over $26 billion in worldwide sales and was considered, along with Cargill and Archer Daniels Midland (ADM), one of three very integrated worldwide agribusiness companies. Headquartered in White Plains, NY, the company has... View Details
      Keywords: Globalized Firms and Management; Operations; Organizational Design; Situation or Environment; Strategy; Agriculture and Agribusiness Industry; White Plains; Brazil
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      Khanna, Tarun, Santiago Mingo, and Jonathan West. "Bunge: Food, Fuel, and World Markets." Harvard Business School Case 708-443, September 2007. (Revised November 2007.)
      • 2007
      • Working Paper

      Mental Accounting and Small Windfalls: Evidence from an Online Grocer

      By: Katherine L. Milkman, John Beshears, Todd Rogers and Max H. Bazerman
      We study the effect of small windfalls on consumer spending decisions by examining the purchasing behavior of a sample of online grocery shoppers over the course of a year. We compare the purchases customers make when redeeming a $10-off coupon they received from their... View Details
      Keywords: Spending; Consumer Behavior; Mathematical Methods; Food and Beverage Industry; Retail Industry
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      Milkman, Katherine L., John Beshears, Todd Rogers, and Max H. Bazerman. "Mental Accounting and Small Windfalls: Evidence from an Online Grocer." Harvard Business School Working Paper, No. 08-024, September 2007. (Revised March 2008.)
      • September – October 2007
      • Article

      Trading Patterns and Excess Comovement of Stock Returns

      By: Robin Greenwood and Nathan Sosner
      n April 2000, 30 stocks were replaced in the Nikkei 225 Index. The unusually broad index redefinition allowed for a study of the effects of index-linked trading on the excess comovement of stock returns. A large increase occurred in the correlation of trading volume of... View Details
      Keywords: Stocks; Investment Return; Market Transactions; Mathematical Methods
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      Greenwood, Robin, and Nathan Sosner. "Trading Patterns and Excess Comovement of Stock Returns." Financial Analysts Journal 63, no. 5 (September–October 2007): 69–81.
      • 2007
      • Working Paper

      Deferred Acceptance Algorithms: History, Theory, Practice, and Open Questions

      By: Alvin E. Roth
      The deferred acceptance algorithm proposed by Gale and Shapley (1962) has had a profound influence on market design, both directly, by being adapted into practical matching mechanisms, and, indirectly, by raising new theoretical questions. Deferred acceptance... View Details
      Keywords: Education; Marketplace Matching; Market Design; Mathematical Methods; Theory; Practice
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      Roth, Alvin E. "Deferred Acceptance Algorithms: History, Theory, Practice, and Open Questions." NBER Working Paper Series, No. 13225, July 2007.
      • 2007
      • Working Paper

      Innovation through Global Collaboration: A New Source of Competitive Advantage

      By: Alan MacCormack, Theodore Forbath, Peter Brooks and Patrick Kalaher
      Many recent studies highlight the need to rethink the way we manage innovation. Traditional approaches, based on the assumption that the creation and pursuit of new ideas is best accomplished by a centralized and collocated R&D team, are rapidly becoming outdated.... View Details
      Keywords: Collaborative Innovation and Invention; Groups and Teams; Research and Development; Performance Improvement; Management Practices and Processes; Partners and Partnerships; Competency and Skills; Framework; Competitive Advantage; Global Strategy; Opportunities; Cost
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      MacCormack, Alan, Theodore Forbath, Peter Brooks, and Patrick Kalaher. "Innovation through Global Collaboration: A New Source of Competitive Advantage." Harvard Business School Working Paper, No. 07-079, July 2007. (revised August 2007.)
      • 2007
      • Working Paper

      Optimal Reserve Management and Sovereign Debt

      By: Laura Alfaro and Fabio Kanczuk
      Most models currently used to determine optimal foreign reserve holdings take the level of international debt as given. However, given the sovereign's willingness-to-pay incentive problems, reserve accumulation may reduce sustainable debt levels. In addition, assuming... View Details
      Keywords: Sovereign Finance; Borrowing and Debt; Financial Liquidity; International Finance; Emerging Markets; Mathematical Methods
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      Alfaro, Laura, and Fabio Kanczuk. "Optimal Reserve Management and Sovereign Debt." NBER Working Paper Series, No. 13216, July 2007.
      • 2007
      • Working Paper

      Taxes and Portfolio Choice: Evidence from JGTRRA's Treatment of International Dividends

      By: Mihir A. Desai and Dhammika Dharmapala
      This paper investigates how taxes influence portfolio choices by exploring the response to the distinctive treatment of foreign dividends in the Jobs and Growth Tax Relief Reconciliation Act (JGTRRA). JGTRRA lowered the dividend tax rate to 15% for American equities... View Details
      Keywords: Equity; Financial Markets; International Finance; Investment Portfolio; Government Legislation; Taxation; United States
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      Desai, Mihir A., and Dhammika Dharmapala. "Taxes and Portfolio Choice: Evidence from JGTRRA's Treatment of International Dividends." NBER Working Paper Series, No. 13281, July 2007.
      • June 2007 (Revised January 2008)
      • Case

      The Vanguard Group, Inc. in 2006 and Target Retirement Funds

      By: Luis M. Viceira
      The Vanguard Group is one of the largest asset managers in the U.S., with over $1 trillion in assets, ninety percent of which are mutual fund assets, and more than 12,000 employees at year-end 2006. Vanguard has built a strong reputation as the manager of reference for... View Details
      Keywords: Asset Management; Investment Funds; Personal Finance; Brands and Branding; Retirement; Trust; Financial Services Industry; United States
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      Viceira, Luis M. "The Vanguard Group, Inc. in 2006 and Target Retirement Funds." Harvard Business School Case 207-129, June 2007. (Revised January 2008.)
      • June 2007 (Revised April 2010)
      • Case

      Comcast Corporation

      By: Anita Elberse and Jason Schreiber
      In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on... View Details
      Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Motion Pictures and Video Industry
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      Elberse, Anita, and Jason Schreiber. "Comcast Corporation." Harvard Business School Case 507-080, June 2007. (Revised April 2010.)
      • 2007
      • Chapter

      Behavioral Corporate Finance: A Survey

      By: Malcolm Baker, Richard Ruback and Jeffrey Wurgler
      Research in behavioral corporate finance takes two distinct approaches. The first emphasizes that investors are less than fully rational. It views managerial financing and investment decisions as rational responses to securities market mispricing. The second approach... View Details
      Keywords: Decisions; Prejudice and Bias; Debt Securities; Financial Management; Price; Theory; Investment; Problems and Challenges; Behavioral Finance; Corporate Finance
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      Baker, Malcolm, Richard Ruback, and Jeffrey Wurgler. "Behavioral Corporate Finance: A Survey." In The Handbook of Corporate Finance, Volume 1: Empirical Corporate Finance, edited by Espen Eckbo. New York: Elsevier/North-Holland, 2007.
      • June 2007
      • Article

      Efficient Kidney Exchange: Coincidence of Wants in a Structured Market

      By: A. E. Roth, Tayfun Sonmez and M. Utku Unver
      Patients needing kidney transplants may have donors who cannot donate to them because of blood or tissue incompatibility. Incompatible patient-donor pairs can exchange donor kidneys with other pairs only when there is a "double coincidence of wants." Developing... View Details
      Keywords: Organizational Structure; Size; Emotions; Human Needs; Health Care and Treatment; Health Testing and Trials; Infrastructure; Supply Chain Management; Fairness; Performance Improvement; Health Industry
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      Roth, A. E., Tayfun Sonmez, and M. Utku Unver. "Efficient Kidney Exchange: Coincidence of Wants in a Structured Market." American Economic Review 97, no. 3 (June 2007): 828–851.
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