Publications

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October 2002 (Revised November 2002)
Case

The EU's 13th Directive on Takeover Bids: Unlucky for Some?

By: Huw Pill and Ingrid Vogel

In the late 1990s, the United States boomed in the context of the so-called New Economy. The countries of the European Union--despite their progress with integration in the form of the Single Market 1992 program and the adoption of a single currency in January... View Details

Keywords: Horizontal Integration; Corporate Governance; Germany; European Union

Research Summary

How Does Foreign Direct Investment Promote Economic Growth? Exploring the Effects of Financial Markets on Linkages (with Areendam Chanda, Sebnem Kalemli-Ozcan and Selin Sayek)

By: Laura Alfaro

The empirical literature finds mixed evidence on the existence of positive productivity externalities in the host country generated by foreign multinational companies. We propose a novel mechanism, which emphasizes the role of local financial markets in enabling... View Details

2023
Chapter

Marketing Through the Machine’s Eyes: Image Analytics and Interpretability

By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan

he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details

Keywords: Transparency; Marketing Research; Algorithmic Bias; AI and Machine Learning; Marketing

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

Research Summary

Selling China: Foreign Direct Investment During the Reform Era

The aim of the book is to illustrate the dynamics of foreign direct investment (FDI) in China in the 1990s. The topic is important both because China is the world's second largest recipient of FDI and because there are substantial misconceptions about the drivers of... View Details

January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

December 2003 (Revised April 2004)
Case

Blockbuster Inc. & Technological Substitution (D): The Threat of Direct Digital Distribution

Examines the emergence of technologies for delivering video content to consumer homes via direct digital distribution and investigates the strategic options facing video rental giant Blockbuster Inc. as it tries to respond to the new technological substitutes. Examines... View Details

Keywords: Organizational Change and Adaptation; Risk and Uncertainty; Decisions; Technological Innovation; Competition; Change Management; Service Industry; Motion Pictures and Video Industry

12 Feb 2007
Working Paper Summaries

Adding Bricks to Clicks: The Effects of Store Openings on Sales through Direct Channels

Keywords: by Jill Avery, Mary Caravella, John Deighton & Thomas Steenburgh; Retail

March 1995 (Revised April 1995)
Case

NIKE Inc. in the 1990s (A): New Directions

By: Robert J. Dolan

Describes the transition of Nike from 1990 to 1993 as it sees major growth opportunities in foreign markets. View Details

Keywords: Transition; Brands and Branding; Product Launch; Globalization; Opportunities

January 2016
Case

Acxiom

By: John Deighton

Acxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder LiveRamp give marketers what they want from a data broker? View Details

Keywords: Big Data; Direct Marketing; Personal Data; Privacy; Digital Marketing; Retargeting; Rights; Analytics and Data Science; Ethics; Marketing; United States

2015
Mimeo

Market Power in Mortgage Lending and the Transmission of Monetary Policy

By: David S. Scharfstein and Adi Sunderam

We present evidence that high concentration in mortgage lending reduces the sensitivity of mortgage rates and refinancing activity to mortgage-backed security (MBS) yields. We isolate the direct effect of concentration and rule out alternative explanations in two ways.... View Details

Keywords: Mortgage Lending; Market Power; Monetary Policy Transmission; Mortgages; Banking Industry; United States

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2019
Chapter

Behavioral Economics and Health-Care Markets

By: Amitabh Chandra, Benjamin Handel and Joshua Schwartzstein

This chapter summarizes research in behavioral health economics, focusing on insurance markets and product markets in health care. We argue that the prevalence of choice difficulties and biases leading to mistakes in these markets establish a special place for them in... View Details

Keywords: Behavioral Economics; Consumer Behavior; Economics; Health Care and Treatment; Insurance; Markets

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September 2019
Supplement

Keroche (B): Considering Entry into the Kenyan Beer Market

By: Ramon Casadesus-Masanell and Pippa Tubman Armerding

This case discusses the situation of the Kenyan alcoholic drinks producer Keroche in July 2004, when co-founder Tabitha Karanja was debating whether to enter the Kenyan beer market. Doing so would mean direct competition with the multinational EABL in an industry and... View Details

Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Viena; Beer; Beer Market; Manufacturing; Production Capacity; Capacity; Growth; Regulated; Unregulated; Informal; Informal Market; Regulation; Illicit; Illegal; Substandard; Dangerous; Shutdown; Factory; Safe; Affordable; Low-income Consumers; Business Growth and Maturation; Business Startups; Production; Investment; Safety; Quality; Small Business; Family Business; Crime and Corruption; Customer Focus and Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods and Commodities; Government Legislation; Growth and Development; Business History; Lawsuits and Litigation; Laws and Statutes; Lawfulness; Goals and Objectives; Consumer Behavior; Market Entry and Exit; Problems and Challenges; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Marketing; Manufacturing Industry; Food and Beverage Industry; Kenya; Nairobi; Africa

2014
Working Paper

Institutional Strategies in Emerging Markets

By: Christopher Marquis and Mia Raynard

We review and integrate a wide range of literature that has examined the strategies by which organizations navigate institutionally diverse settings and capture rents outside of the marketplace. We synthesize this body of research under the umbrella term... View Details

Keywords: Strategy; Organizations; Emerging Markets

SSRN

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December 1996 (Revised July 2002)
Background Note

Note on Marketing and the Internet

By: John A. Deighton, Alison Berkley and John Barabino

The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores... View Details

Keywords: Marketing; Internet and the Web; Digital Marketing

25 Aug 2022
News

Open Market

and changing market dynamics, all while still launching new products and services to remain competitive. Robinhood has adapted to many changes and, if anything, has proven to be a disruptor in how it has taken the concept of investing and... View Details

Keywords: Dan Morrell; illustration by Keith Negley; Securities, Commodities, and Other Financial Investments; Finance

20 Oct 2011
Research & Ideas

Getting the Marketing Mix Right

model helps measure that." The Ideal Mix When planning marketing campaigns, brand managers have a wide portfolio of weapons to draw on, including in-store merchandising, advertising, coupons and sweepstakes, trade promotions, prices,... View Details

Keywords: by Dina Gerdeman

July 2019
Article

Market Reaction to Mandatory Nonfinancial Disclosure

By: Jody Grewal, Edward J. Riedl and George Serafeim

We examine the equity market reaction to events associated with the passage of a directive in the European Union (EU) mandating increased nonfinancial disclosure. These disclosures relate to firms’ environmental, social, and governance (ESG) performance and would be... View Details

Keywords: Nonfinancial Information; Nonfinancial Performance; ESG; ESG (Environmental, Social, Governance) Performance; Investor Behavior; Disclosure; Disclosure Regulation; Regulation; Sustainability; Corporate Performance; Information; Corporate Disclosure; Governing Rules, Regulations, and Reforms; Performance; Environmental Sustainability; Corporate Governance; Outcome or Result

SSRN