Publications

27 Mar 2014
News

From Marx to Marketing

talented young people and encourage them to apply to HBS. Under the leadership of HBS senior associate dean Thomas Piper, the East-West opening expanded in the early 1990s. Vlachoutsicos, in collaboration with HBS professor Francis... View Details

15 Apr 2017
News

Bringing Markets to Myanmar

relaxed. And both the military government and Aung San Suu Kyi's populist party were scrambling in fast forward helter-skelter mode towards the election. And both sides actually decided that they had more to gain by collaborating in an... View Details

Keywords: National Security and International Affairs; Government

Article

Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes

By: Leslie K. John, Oliver Emrich, Sunil Gupta and Michael I. Norton

Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand? We disentangle these possibilities and find evidence for the latter: brand attitudes and purchasing are predicted by consumers’... View Details

Keywords: Brands; Marketing Effectiveness; Brand Evaluation; Peer Influence; Brands and Branding; Social and Collaborative Networks; Social Media

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October 2009 (Revised March 2012)
Case

Nettwerk: Digital Marketing in the Music Industry

By: John A. Deighton and Leora Kornfeld

How is music marketed in the digital era? Nettwerk Music Group built on its foundation as a social, grassroots marketer of music and artists and emerged as a leader in the Internet-enabled social media environment. For most of the past decade Nettwerk CEO Terry McBride... View Details

Keywords: Music Entertainment; Product Marketing; Network Effects; Sales; Social and Collaborative Networks; Online Technology; Media and Broadcasting Industry; Music Industry

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions,... View Details

Keywords: by Kristen Senz

Web

About the Project - Creating Emerging Markets

About the Project View Video Creating Emerging Markets explores the evolution of business leadership in Africa, Asia, Latin America and the Middle East. At its core are interviews, with leaders or former leaders of highly impactful... View Details

Web

Additional Archives - Creating Emerging Markets

global network of scholars working to shift how Africa and its elites are understood through collaborative research and public outreach. The project seeks to disrupt and renew both academic and public discussions of African leadership,... View Details

03 Nov 2022
Blog Post

Introducing the Creating Emerging Markets Sustainability Series

about all that CEM has to offer in regards to sustainability and to showing the leading stance that emerging markets have taken on this pivotal issue. We invite you continue to follow our collaboration with... View Details

18 Apr 2024
Blog Post

African American Student Union Spotlight on Emerging Markets

Engagement Manager at McKinsey & Company. There, I collaborated with both private and public sector clients across various industries in Africa, focusing on speeding up private sector growth and thereby contributing to the wider... View Details

2019
Working Paper

The Wisdom of Crowds in Operations: Forecasting Using Prediction Markets

By: Achal Bassamboo, Ruomeng Cui and Antonio Moreno

Prediction is an important activity in various business processes, but it becomes difficult when historical information is not available, such as forecasting demand of a new product. One approach that can be applied in such situations is to crowdsource opinions from... View Details

Keywords: Wisdom Of Crowds; Demand Forecasting; Price Forecasting; Forecasting and Prediction; Social and Collaborative Networks; Size; Performance

SSRN

Web

Lessons from History - Creating Emerging Markets

Conferences Lessons from History Lessons from History Video Clips & Discussion Questions Resources on Indian Business History The Harvard Business School Creating Emerging Markets project (CEM), in View Details

Web

Online Entrepreneurial Marketing Course | HBS Online

This course is part of the Entrepreneurship & Innovation track. Introduction to Entrepreneurial Marketing ENROLL NOW No application needed for our certificate programs. Start your journey today! Entrepreneurial View Details

Research Summary

Putting Patients First: Marketing Strategies for Treating HIV in Developing Nations

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over 40 million people currently living with HIV, 95 percent are in the developing world. The first half of this paper explores the economics of HIV and... View Details

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Online Digital Marketing Strategy Course | HBS Online

Introduction to Digital Marketing Strategy ENROLL NOW No application needed for our certificate programs. Start your journey today! Digital Marketing Strategy $1,850 Next 7-week session starts August 6th... View Details

December 2016
Article

Social Network Utilization and the Impact of Academic Research in Marketing

By: Stav Rosenzweig, Amir Grinstein and Elie Ofek

The forces that drive the impact of academic research articles in the marketing discipline are of great interests to authors, editors, and the discipline’s policy makers. A key understudied driver is social network utilization by academic researchers. In this paper, we... View Details

Keywords: Social Networks; Academic Reserach; Human Capital; Country Of Origin; Scientometrics; Social and Collaborative Networks; Research; Marketing; Gender; Human Resources; Social Media

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March 2022 (Revised May 2022)
Case

Winning Business at Russell Reynolds (A)

By: Ethan Bernstein and Cara Mazzucco

In an effort to make compensation drive collaboration, Russell Reynolds Associates’ (RRA) CEO Clarke Murphy sought to re-engineer the bonus system for his executive search consultants in 2016. As his HR analytics guru, Kelly Smith, points out, that risks upsetting–and... View Details

Editorial

How Index Funds Can Be a Positive Force for Change

By: George Serafeim

Keywords: Indexing; Stock Market; Engagement; Activism; Sustainability; Collaboration; Tragedy Of The Commons

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October 2014 (Revised September 2015)
Case

Sanford C. Bernstein Goes to Asia

By: Linda A. Hill, Dana M. Teppert and Allison J. Wigen

Sanford C. Bernstein, a premier sell-side research firm, is expanding globally. Three years after launching Bernstein's Asian business, senior management has appointed Ghislain de Charentenay, a six-year sales veteran of the firm, as director of Asian research in Hong... View Details

Keywords: Collaboration; Talent Management; Leadership; Talent and Talent Management; Organizational Design; Emerging Markets; Globalization; Hong Kong

Article

When Does Familiarity Promote Versus Undermine Interpersonal Attraction? A Proposed Integrative Model from Erstwhile Adversaries

By: Eli J. Finkel, Michael I. Norton, Harry T. Reis, Dan Ariely, Peter A. Caprariello, Paul W. Eastwick, Jenna H. Frost and Michael R. Maniaci

This article began as an adversarial collaboration between two groups of researchers with competing views on a longstanding question: Does familiarity promote or undermine interpersonal attraction? As we explored our respective positions, it became clear that the... View Details

Keywords: Attraction; Relationship Stage Model; Adversarial Collaboration; Familiarity; Marketing