Market Positioning - Publications - Faculty & Research - Harvard Business School

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December 2010
Article

Implications for GAAP from an Analysis of Positive Research in Accounting

By: S.P. Kothari, Karthik Ramanna and Douglas J. Skinner

Based on extant literature, we review the positive theory of GAAP. The theory predicts that GAAP's principal focus is on control (performance measurement and stewardship) and that verifiability and conservatism are critical features of a GAAP shaped by market forces.... View Details

Keywords: Fair Value Accounting; Standards; International Accounting; Financial Markets; Financial Reporting

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2023
Working Paper

The Value of Professional Ties in B2B Markets

By: Navid Mojir and Sriya Anbil

We study how a particular form of social ties (i.e., professional ties proxied by past employment) aﬀects price and proﬁtability in business-to-business (B2B) markets. While most of the work on social ties focuses on information diﬀusion in business-to-consumer... View Details

Keywords: Professional Ties; Social Ties; Business-to-business Marketing; B2B Marketing; Repo; Individual Connections; B2B Pricing; Pricing; Decision-making In Financial Markets; Marketing; Relationships; Price; Financial Markets; Decision Making

November 2020
Teaching Note

DayTwo: Going to Market with Gut Microbiome

By: Ayelet Israeli

Teaching Note for HBS Case No. 519-010. DayTwo is a young Israeli startup that applies research on the gut microbiome and machine learning algorithms to deliver personalized nutritional recommendations to its users in order to minimize blood sugar spikes after meals.... View Details

Article

Milestones in Marketing

By: John A. Quelch and Katherine Jocz

Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details

Keywords: Education; Business History; Marketing; Practice

November 2010
Article

Capitalizing on the Underdog Effect

By: Anat Keinan, Neeru Paharia and Jill Avery

This article presents the results of a study that investigated the use of the underdog effect in marketing. The idea of triumphing over disadvantages by impassioned determination is said to be a powerfully positive image, which can lead consumers to choose a brand over... View Details

Keywords: Marketing; Brand Management; Brands; Brand Positioning; Competitive Positioning; Competition; Brands and Branding; Advertising Campaigns; Marketing Communications; Marketing Strategy; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Consumer Products Industry; Fashion Industry; Food and Beverage Industry

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Article

The Job Market for New Economists: A Market Design Perspective

By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried

This paper, written by the members of the American Economic Association (AEA) Ad Hoc Committee on the Job Market, provides an overview of the market for new Ph.D. economists. It describes the role of the AEA in the market and focuses in particular on two mechanisms... View Details

Keywords: Market Design; Jobs and Positions

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07 Jun 2019
Working Paper Summaries

Reflexivity in Credit Markets

Keywords: by Robin Greenwood, Samuel G. Hanson, and Lawrence J. Jin

May 2019
Article

Corporate Debt, Firm Size and Financial Fragility in Emerging Markets

By: Laura Alfaro, Gonzalo Asis, Anusha Chari and Ugo Panizza

The post-Global Financial Crisis period shows a surge in corporate leverage in emerging markets and a number of countries with deteriorated corporate financial fragility indicators (Altman’s Z-score). Firm size plays a critical role in the relationship between... View Details

Keywords: Corporate Debt; Firm Size; Financial Fragility; Emerging Market; Organizations; Borrowing and Debt; Financial Condition; Emerging Markets; System Shocks

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September 2014 (Revised February 2015)
Case

Pfizer and AstraZeneca: Marketing an Acquisition (A)

By: John A. Quelch and James Weber

In 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in growing sales due to... View Details

Keywords: Health Care Policy; Mergers And Acquisitions; Marketing; Government Relations; Crisis Management; Decision Making; Growth and Development; Management; Markets; Strategy; Pharmaceutical Industry; United Kingdom; United States

Fall 2020
Article

Competing on Customer Outcomes

By: Marco Bertini and Oded Koenigsberg

Customers ultimately want to pay for meaningful outcomes, not the products and services that presumably deliver them. Today, companies can be increasingly accountable for those outcomes with three kinds of technologically-enhanced revenue models. Adopt one to better... View Details

Keywords: Market Positioning; Revenue Strategy; Customer Satisfaction; Marketing Strategy; Business Model; Value Creation

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2024
Working Paper

Displacement or Complementarity? The Labor Market Impact of Generative AI

By: Wilbur Xinyuan Chen, Suraj Srinivasan and Saleh Zakerinia

Generative AI is poised to reshape the labor market, affecting cognitive and white-collar occupations in ways distinct from past technological revolutions. This study examines whether generative AI displaces workers or augments their jobs by analyzing labor demand and... View Details

Keywords: Generative Ai; Labor Market; Automation And Augmentation; Labor; AI and Machine Learning; Competency and Skills

14 Feb 2011
News

Clay Christensen's Milkshake Marketing

2010
Working Paper

The Job Market for New Economists: A Market Design Perspective

By: Peter A. Coles, John Cawley, Phillip B. Levine, Muriel Niederle, Alvin E. Roth and John J. Siegfried

This paper provides an overview of the market for new Ph.D. economists. It describes the role of the American Economic Association (AEA) in the market and focuses in particular on two mechanisms adopted in recent years at the suggestion of our committee. First, job... View Details

Keywords: Cost Management; Information; Surveys; Jobs and Positions; Job Interviews; Job Search; Emerging Markets; Digital Platforms; Service Operations; Internet and the Web

04 Dec 2019
News

Prudential’s long position on skills: fostering careers while embracing automation

January 2024
Case

Sprouts Farmers Market

By: Rajiv Lal, Forest L. Reinhardt and Natalie Kindred

Sprouts Farmers Markets (Sprouts) is a Phoenix, Arizona-based chain of 400-plus natural foods stores in 23 U.S. states and $6.4 billion in sales as of 2022. In its product assortment, brand image, and store environment, Sprouts emphasizes freshness, health, innovation,... View Details

Keywords: Business Model; Growth and Development Strategy; Brands and Branding; Strategic Planning; Sales; Business Strategy; Expansion; Product Positioning; Marketing Strategy; Competition; Retail Industry; United States; Arizona

May 2018
Article

Selection and Market Reallocation: Productivity Gains from Multinational Production

By: Laura Alfaro and Maggie X. Chen

Assessing the productivity gains from multinational production has been a vital topic of economic research and policy debate. Positive aggregate productivity gains are often attributed to within-firm productivity improvement; however, an alternative, less emphasized... View Details

Keywords: Productivity Gains; Multinational Production; Selection; Market Reallocation; And Within-firm Productivity; Multinational Firms and Management; Production; Performance Productivity; Competition; Mathematical Methods

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2015
Other Teaching and Training Material

Competitive Strategies Marketing Reading

By: Jill Avery and Sunil Gupta

Core Curriculum Readings in Marketing cover the fundamental concepts, theories, and frameworks that business students must study.
This Reading illuminates the dynamics of companies in competition and offers a process for planning and executing marketing... View Details

Keywords: Competitive Strategy

14 Feb 2011
Research & Ideas

Clay Christensen’s Milkshake Marketing

Updated to clarify a failure rate figure included in an earlier version. When planning new products, companies often start by segmenting their markets and positioning their merchandise accordingly. This... View Details

Keywords: by Carmen Nobel; Retail; Service; Consumer Products; Food & Beverage

June 2011
Teaching Note

Reed Supermarkets: A New Wave of Competitors (Brief Case)

By: John A. Quelch and Carole Carlson

Teaching note for brief case 4296. View Details

Keywords: Consumer Marketing; Market Positioning; Market Segmentation; Demand and Consumers; Marketing Strategy; Competitive Strategy; Segmentation

Research Summary

Competing in New Markets

Strategic advisors counsel managers to conduct a thorough competitive analysis emphasizing key points of differentiation. But for new markets, Professor McDonald’s research suggests that reports of the threat posed by similar rivals may be greatly exaggerated, and... View Details

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