Filter Results:
(7,887)
Show Results For
- All HBS Web
(7,887)
- People (18)
- News (1,803)
- Research (4,944)
- Events (37)
- Multimedia (59)
- Faculty Publications (3,014)
Show Results For
- All HBS Web
(7,887)
- People (18)
- News (1,803)
- Research (4,944)
- Events (37)
- Multimedia (59)
- Faculty Publications (3,014)
- March 2018 (Revised August 2018)
- Case
Matching Markets for Googlers
By: Bo Cowgill and Rembrand Koning
This case describes how Google designed and launched an internal matching market to assign individual workers with projects and managers. The case evaluates how marketplace design considerations—and several alternative staffing models—could affect the company’s goals... View Details
Keywords: People Analytics; Google; Labor Market; Staffing; Market Design; Marketplace Matching; Selection and Staffing; Goals and Objectives; Technology Industry; United States
Cowgill, Bo, and Rembrand Koning. "Matching Markets for Googlers." Harvard Business School Case 718-487, March 2018. (Revised August 2018.) (More about Bo Cowgill.)
- March–April 2023
- Article
Market Segmentation Trees
By: Ali Aouad, Adam Elmachtoub, Kris J. Ferreira and Ryan McNellis
Problem definition: We seek to provide an interpretable framework for segmenting users in a population for personalized decision making. Methodology/results: We propose a general methodology, market segmentation trees (MSTs), for learning market... View Details
Keywords: Decision Trees; Computational Advertising; Market Segmentation; Analytics and Data Science; E-commerce; Consumer Behavior; Marketplace Matching; Marketing Channels; Digital Marketing
Aouad, Ali, Adam Elmachtoub, Kris J. Ferreira, and Ryan McNellis. "Market Segmentation Trees." Manufacturing & Service Operations Management 25, no. 2 (March–April 2023): 648–667.
- March 2010
- Class Lecture
New Media and Digital Marketing (FSS)
By: Sunil Gupta
Gupta, Sunil. "New Media and Digital Marketing (FSS)." Harvard Business School Class Lecture 510-717, March 2010.
- Web
In the News - Creating Emerging Markets
on a new website by the Business History Initiative. Ritu Kumar Featured in Harvard Business School Study The iconic fashion designer Ritu Kumar has become one of the first Indian women entrepreneurs to be featured in the Harvard Business... View Details
- Winter 2021
- Article
How Would-Be Category Kings Become Commoners
By: Rory McDonald and Keith Krach
Category creation is the holy grail in business, but more often than not, the very companies that establish lucrative new markets don’t end up being the category kings. Why? Many executives undermine their own ventures’ standing by misinterpreting and misfiring on... View Details
McDonald, Rory, and Keith Krach. "How Would-Be Category Kings Become Commoners." MIT Sloan Management Review 62, no. 2 (Winter 2021): 76–82.
- October 2011 (Revised September 2014)
- Case
Paddle8: Painting a New Picture of the Art Market
By: Mukti Khaire
The Paddle8 case is a short case that presents the idea for a new business in the global art market and asks students to evaluate whether it will work, given the structure and unique workings of the art market. Paddle8 is a New York-based startup that partners with... View Details
Keywords: Arts; Business Plan; Business Startups; Corporate Entrepreneurship; Internet and the Web; Trade; Fine Arts Industry; New York (city, NY)
Khaire, Mukti. "Paddle8: Painting a New Picture of the Art Market." Harvard Business School Case 812-047, October 2011. (Revised September 2014.)
- 05 Nov 2013
- News
Start-Ups Get a Start in New Orleans
of effort on his part. Wilkins moved to the Crescent City four years ago from Boston with his wife, New Orleans native Ginny Wise, and three sons. Prior to his arrival, he had been a brand manager for Proctor & Gamble, a View Details
- 01 Dec 2010
- News
Money and Markets Dominate New Course Offerings
business or investing in emerging markets. New half-courses The Art of Marketing Science is intended for students interested in gaining a deeper understanding of consumer behavior and, most importantly,... View Details
Keywords: curriculum
- May–June 2020
- Article
The New-Market Conundrum
By: Rory McDonald and Kathleen M. Eisenhardt
Brand-new markets are like the wormholes of science fiction, where the usual rules of time and space do not apply. When a market has just been born, the forces of competition there are constantly in flux, it’s unclear who your customers really are, and conventional... View Details
Keywords: New Markets; Markets; Business Model; Strategy; Framework; Innovation and Invention; Value Creation
McDonald, Rory, and Kathleen M. Eisenhardt. "The New-Market Conundrum." Harvard Business Review 98, no. 3 (May–June 2020): 75–83.
- November 2021
- Article
Ratings, Reviews, and the Marketing of New Products
By: Itay P. Fainmesser, Dominique Olié Lauga and Elie Ofek
We study how user-generated content (UGC) about new products impacts a firm's advertising and pricing decisions and the effect on profits and market dynamics. We construct a two-period model where consumers value quality and are heterogeneous in their taste for the new... View Details
Keywords: Online Reviews; Product Ratings; Social Networks; Word Of Mouth; Pricing; User-generated Content; Advertising; Product Marketing; Price; Consumer Behavior; Product Positioning; Social Media
Fainmesser, Itay P., Dominique Olié Lauga, and Elie Ofek. "Ratings, Reviews, and the Marketing of New Products." Management Science 67, no. 11 (November 2021): 7023–7045.
- Website
Creating Emerging Markets
By: Geoffrey Jones
Harvard Business School has an on-going program to conduct in-depth interviews with top business leaders who have created and managed businesses in Africa, Asia, the Middle East, and Latin America over the last four decades. These interviews, many lasting several... View Details
Jones, Geoffrey. Creating Emerging Markets. http://www.hbs.edu/businesshistory/emerging-markets/Pages/default.aspx.
- 22 Feb 2019
- News
7 Lessons On Winning New Markets Without Technology
- 10 Sep 2010
- News
Emerging markets new global playgrounds for growing MNCs
- 2020
- Report
Benchmarking National Customer Orientation in New Markets
By: Rohit Deshpandé, Imran S. Currim and Ofer Mintz
Deshpandé, Rohit, Imran S. Currim, and Ofer Mintz. "Benchmarking National Customer Orientation in New Markets." Report, Marketing Science Institute, October 2020.
- March–April 2013
- Article
Vaporware, Suddenware and Trueware: New Product Preannouncements under Market Uncertainty
By: Elie Ofek and Ozge Turut
A firm may want to preannounce its plans to develop a new product in order to stimulate future demand. But given that such communications can affect rivals' incentives to develop the same new product, a firm may decide to preannounce untruthfully in order to deter... View Details
Ofek, Elie, and Ozge Turut. "Vaporware, Suddenware and Trueware: New Product Preannouncements under Market Uncertainty." Marketing Science 32, no. 2 (March–April 2013): 342–355.
- February 2010
- Background Note
Marketing Analysis Toolkit: Market Size and Market Share Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales... View Details
Keywords: Forecasting and Prediction; Management Analysis, Tools, and Techniques; Marketing Strategy; Markets; Demand and Consumers; Size; Strategic Planning; Sales
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis." Harvard Business School Background Note 510-081, February 2010.
- Article
Targeting Weather Insurance Markets
By: Anita Mukherjee, Shawn Cole and Jeremy Tobacman
The suitability of insurance products often depends greatly on individual circumstances. This paper examines the challenges of heterogeneity in a relatively new product, weather‐indexed insurance. This index insurance product has been launched in over a dozen... View Details
Keywords: Index Insurance; Labor Markets; Self-insurance; Self-protection; Weather; Insurance; Markets; Household; Risk Management
Mukherjee, Anita, Shawn Cole, and Jeremy Tobacman. "Targeting Weather Insurance Markets." Journal of Risk and Insurance 88, no. 3 (September 2021): 757–784.
- April 1999
- Teaching Note
Finding New Markets for New and Disruptive Technologies: Managing Innovation, Overview Teaching Note for Module 2
By: Clayton M. Christensen
Provides instructors with an overview teaching note for the second module of the Managing Innovation course in which students explore the challenges and methods for defining and creating new markets for new technologies. In addition to summarizing each of the cases... View Details