Ethical Marketing - Publications - Faculty & Research - Harvard Business School

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April 2024 (Revised July 2024)
Case

Market Dynamics and Moral Dilemmas: Novo Nordisk’s Weight-Loss Drugs

By: Joseph L. Badaracco, Tom Quinn and John Schultz

Danish pharmaceutical company Novo Nordisk was owned by a charitable foundation, and since its founding in the 1920s had focused on producing insulin to treat diabetes. In 2017, however, it released Ozempic, a diabetes treatment with the revolutionary side effect of... View Details

27 Feb 2017
Research & Ideas

Reputation is Vital to Survival in Turbulent Markets

businesses over the long run: companies such as Tata Group, founded in India in 1868, or Mexican bakery Grupo Bimbo, started in 1945. What sets these firms apart? What can leaders in developed markets learn from them? In the recent... View Details

Keywords: by Sean Silverthorne

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

marketer ranks on size of the lie is a matter of opinion, but someone who hoped to learn ethical practice from his marketing manual would be well advised not to follow him in... View Details

Keywords: by John A. Deighton

August 2021
Case

Mylestone: Can Multiple Pivots Preserve the Life of a Death Tech Startup?

By: Shikhar Ghosh and Marilyn Morgan Westner

Dave Balter and Jim Myers co-founded Mylestone, a death tech startup that applied technology to transform how grieving people memorialize the dead. The startup addressed a cultural problem and promised to solve a pressing need in the antiquated, multi-billion dollar... View Details

Keywords: Pivot; Startup; Business Model; Cryptocurrency; Ethical Decision Making; Emotions; Growth and Development Strategy; Ethics; Market Entry and Exit; Customer Relationship Management; Loss; Change Management; Relationships

February 1988 (Revised January 1990)
Case

Government Redress of Market Imperfections: Procurement from Minority Firms

By: George C. Lodge

Keywords: Business and Government Relations; Ethics

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July 2020
Article

Recovering the Logic of Double Effect for Business: Intentions, Proportionality, and Impermissible Harms

By: Rosemarie Monge and Nien-hê Hsieh

Business actors often act in ways that may harm other parties. While the law aims to restrict harmful behavior and to provide remedies, legal systems do not anticipate all contingencies and legal regulations are not always well enforced. This article argues that the... View Details

Keywords: Double Effect; Intention; Exploitation; Risk; Practical Ethics; Competition; Risk and Uncertainty; Ethics

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2000
Article

Moral Desert, Fairness and Legitimate Expectations in the Market

By: Nien-he Hsieh

Keywords: Fairness; Moral Sensibility; Markets

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August 2006
Article

A Market for Time: Fairness and Efficiency in Waiting Lines

By: Felix Oberholzer-Gee

Keywords: Markets; Fairness

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2015
Book

Political Standards: Corporate Interest, Ideology, and Leadership in the Shaping of Accounting Rules for the Market Economy

By: Karthik Ramanna

There are certain institutions underlying our modern market-capitalist system that are largely outside the interest and understanding of the general public—e.g., rulemaking for bank capital adequacy, actuarial standards, accounting standards, and auditing practice. In... View Details

Keywords: Business And Society; Financial Institutions; Financial Reporting; GAAP; IFRS; Lobbying; Capitalism; Sustainability; Accounting; Finance; Business and Government Relations; Leadership; Accounting Industry; Financial Services Industry; United States; China; India

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April 2020 (Revised April 2023)
Case

TransDigm in 2017: The Beginning of the End or the End of the Beginning?

By: Benjamin C. Esty and Daniel Fisher

TransDigm was a highly acquisitive company that manufactured a wide range of highly engineered aerospace parts for both military and commercial customers. Over the ten years ending in 2016, its stock price had increased ten times, and both EBITDA and revenues had grown... View Details

December 1996
Article

The Old Lady Visits Your Backyard: A Tale of Morals and Markets

By: Bruno S. Frey, Felix Oberholzer-Gee and Reiner Eichenberger

Keywords: Moral Sensibility; Markets

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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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January 2021 (Revised May 2021)
Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli

This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details

Winter 2022
Article

Vaccines and the COVID-19 Pandemic: Lessons from Failure and Success

By: Scott Duke Kominers and Alex Tabarrok

The losses from the global COVID-19 pandemic have been staggering—trillions in economic costs, on top of significant losses of life, health, and well-being. The world made significant and successful investments in vaccines to mitigate the pandemic, yet there were... View Details

Keywords: COVID-19; Vaccination; Market Design; Health Pandemics; Loss; Outcome or Result; Opportunities; Crisis Management

Research Summary

Overview

By: Robert J. Dolan

Professor Dolan's research interests including product policy and pricing. These areas have been the subject to two books, Managing the New Product Development Process and Power Pricing:How Managing Price Impacts the Bottom Line. In addition, he works on the societal... View Details

Keywords: Product Commercialization; Product Development; Pricing Strategy; Marketing And Society

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

Article

Understanding the Advice of Commissions-Motivated Agents: Evidence from the Indian Life Insurance Market

By: Santosh Anagol, Shawn Cole and Shayak Sarkar

We conduct a series of field experiments to evaluate the quality of advice provided by life insurance agents in India. Agents overwhelmingly recommend unsuitable, strictly dominated products, which provide high commissions to the agent. Agents cater to the beliefs of... View Details

Keywords: Advice; Customers; Insurance; Service Operations; Motivation and Incentives; Ethics; India

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March 2014
Case

Jurlique: Globalizing Beauty from Nature and Science

By: Geoffrey Jones and Andrew Spadafora

Considers the marketing and strategic challenges faced by natural beauty brands using the case of Australian-based Jurlique, which was acquired by Pola of Japan in 2011. The case opens two years later in July 2013 when Sam McKay, the chief executive officer, on a visit... View Details

Keywords: Australia; China; Environmental Strategies; Green Business; Marketing; Entrepreneurship; Globalization; Beauty and Cosmetics Industry; China; Australia; United States

1998
Chapter

God and Fair Competition: Does the Foreign Direct Investor Face Still Other Risks in Emerging Markets

By: L. T. Wells Jr. and T. Moran

Keywords: Foreign Direct Investment; Fairness; Competition; Emerging Markets

June 2023
Simulation

Artea Dashboard and Targeting Policy Evaluation

By: Ayelet Israeli and Eva Ascarza

Companies deploy A/B experiments to gain valuable insights about their customers in order to answer strategic business problems. In marketing, A/B tests are often used to evaluate marketing interventions intended to generate incremental outcomes for the firm. The Artea... View Details

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