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January 2013
Case

Brannigan Foods: Strategic Marketing Planning

By: John A. Quelch and James T. Kindley

The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details

Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry

August 2018 (Revised February 2023)
Case

Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing

By: Jill Avery and Ayelet Israeli

As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact lenses, are reflecting on the marketing strategies that have taken them to a valuation of $200 million and debating... View Details

May 2016
Case

OPET: Precision Marketing in Uncertain Times

By: Rajiv Lal, Esel Çekin and Eren Kuzucu

During Timucin Guler’s decade at OPET, a prominent fuel distributor in Turkey, he transformed the definition of marketing in the company. Under Guler’s lead, OPET, once a local player in the downstream distribution market, became the second largest fuel distributor in... View Details

Keywords: Customer Satisfaction; Customer Service; Emerging Market; Focusing On Customers; Competition; Turkey; Loyalty Program; Marketing Strategy; Downstream Distribution; Customer Relationship Management; Energy Industry; Turkey

2009
Working Paper

Strategic Interactions in Two-Sided Market Oligopolies

By: Emmanuel Farhi and Andrei Hagiu

Strategic interactions between two-sided platforms depend not only on whether their decision variables are strategic complements or substitutes as for one-sided firms, but also -and crucially so- on whether or not the platforms subsidize one side of the market in... View Details

Keywords: Two-Sided Markets; Strategic Complements; Strategic Substitutes; Cost; Investment; Profit; One-Sided Platforms; Two-Sided Platforms; Duopoly and Oligopoly; Competitive Advantage

February 2010
Supplement

Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis.... View Details

Keywords: Mathematical Methods; Marketing Strategy; Decisions; Strategic Planning; Market Participation; Sales; Forecasting and Prediction; Management Analysis, Tools, and Techniques

September 2005 (Revised April 2006)
Background Note

Market Segmentation, Target Market Selection, and Positioning

By: Miklos Sarvary and Anita Elberse

Elaborates on the prerequisites for designing a successful marketing strategy: market segmentation, target market selection, and product positioning. View Details

Keywords: Marketing Strategy; Product Positioning; Markets

13 Aug 2014
News

A Whole-Brain Approach to Marketing

Keywords: data analytics; creativity; marketing

March 2020
Technical Note

Influencer Marketing

By: Jill Avery and Ayelet Israeli

Despite a heavy barrage of advertising, most consumers declare that their purchases are most influenced by the experiences, advice, and recommendations of others, and not by marketers. Interpersonal communication between and among consumers serves as a potent path for... View Details

Keywords: Influencers; Marketing; Marketing Communications; Brands and Branding; Marketing Strategy; Media and Broadcasting Industry; Advertising Industry; Consumer Products Industry

September–October 2002
Article

Market Power and Power Markets

By: Jurgen Weiss

The paper provides results of a serious of experiments with experienced subjects exploring the relationship between elements of electricity market design and competitive outcomes. The two primary variables examined are a) the price formation (nodal versus uniform with... View Details

Keywords: Energy; Market Design; Competition

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2021
Working Paper

Limits to Bank Deposit Market Power

By: Juliane Begenau and Erik Stafford

Claims about the market power of bank deposits in the banking literature are numerous and far reaching. Recently, a causal narrative has emerged in the banking literature: market power in bank deposits, measured as imperfect pass-through of short-term market rates on... View Details

Keywords: Bank Deposits; Market Power; Net Interest Margin (NIM); Banks and Banking; Interest Rates; Risk and Uncertainty

December 2015 (Revised July 2020)
Technical Note

Some Strategy Ingredients: Scale, Learning, and Market Structure

By: Eric Van den Steen

This note introduces students to some economic concepts and ideas that are important ingredients for strategy, such as scale, learning, and the effects of market structure on competition. The note approaches these ideas really from a strategy perspective with a focus... View Details

Keywords: Scale; Market Structure; Strategy; Markets; Learning

November 2014
Teaching Note

Marketing Marijuana in Colorado

By: John A. Quelch

The case, set in the middle of 2014, reviews the first six months of marketplace activity in Colorado, following the legalization of marijuana for recreational use and the expansion of marijuana retailing from medical dispensaries to recreational stores. The case... View Details

Keywords: Marketing Innovations; Retail Government Services; Public Health; Agribusiness; Customers; Goods and Commodities; Government and Politics; Health; Marketing; Society; Consumer Products Industry; Distribution Industry; Health Industry; Public Administration Industry; North and Central America

2022
Working Paper

The Stock Market Value of Human Capital Creation

By: Matthias Regier and Ethan Rouen

We develop a measure of firm-year-specific human capital investment from publicly disclosed personnel expenses (PE) and examine the stock market valuation of this investment. Measuring the future value of PE (PEFV) based on the relation between lagged... View Details

Keywords: Intangibles; Market Valuation; Human Capital; Stocks; Financial Markets; Valuation

2024
Working Paper

Consumer Inertia and Market Power

By: Alexander MacKay and Marc Remer

We study the pricing decisions of firms in the presence of consumer inertia. Inertia, which can arise from habit formation, brand loyalty, and switching costs, generates dynamic pricing incentives. These incentives mediate the impact of competition on market power in... View Details

Keywords: Consumer Inertia; Market Power; Dynamic Competition; Demand Estimation; Consumer Behavior; Markets; Performance; Competition; Price

Research Summary

Social Marketing and Cause Marketing

By: V. Kasturi Rangan

Rangan is studying the role of marketing in influencing social change by focusing on the adoption of social products and ideas such as family planning, economic development, drug abuse prevention, health care, and recycling. Rangan is attempting to determine how social... View Details

September 2021
Article

Network Interconnectivity and Entry into Platform Markets

By: Feng Zhu, Xinxin Li, Ehsan Valavi and Marco Iansiti

Digital technologies have led to the emergence of many platforms in our economy today. In certain platform networks, buyers in one market purchase services from providers in many other markets, whereas in others, buyers primarily purchase services from providers within... View Details

Keywords: Network Interconnectivity; Platform Competition; Market Entry; Networks; Digital Platforms; Competition; Market Entry and Exit

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March 1997
Background Note

Asymmetric Information: Market Failures, Market Distortions, and Market Solutions

Presents a conceptual framework for thinking about markets characterized by asymmetric information. Presents the standard economic analysis of "the lemons problem," and demonstrates how asymmetric information may lead to market inefficiencies and alter the distribution... View Details

Keywords: Competitive Strategy

Article

Marketing in the Age of Web 2.0

Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details

Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry

September 2020 (Revised July 2022)
Technical Note

Algorithmic Bias in Marketing

By: Ayelet Israeli and Eva Ascarza

This note focuses on algorithmic bias in marketing. First, it presents a variety of marketing examples in which algorithmic bias may occur. The examples are organized around the 4 P’s of marketing – promotion, price, place and product—characterizing the marketing... View Details

Working Paper

Measuring the Perceived Liquidity of the Corporate Bond Market

By: Sergey Chernenko and Adi Sunderam

We propose a novel measure of bond market liquidity that does not depend on transaction data: the strength of the cross-sectional relationship between mutual fund cash holdings and fund flow volatility. Our measure captures how liquid funds perceive their portfolio... View Details

Keywords: Bond Market; Bonds; Financial Liquidity; Measurement and Metrics

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