Publications

07 Dec 2016
Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

experts, including HBS Marketing Professor Ayelet Israeli, judged the finalists. In the end, Ross came out on top. They provided a thoughtful recommendation for Chateau Margaux, the wine manufacturer featured in the case, to View Details

Keywords: Entertainment / Media / Sports

12 Mar 2019
News

Kids bookstore set to open in Vancouver

2024
Working Paper

Contributing to Growth? The Role of Open Source Software for Global Startups

By: Nataliya Langburd Wright, Frank Nagle and Shane Greenstein

How does participating in open source software (OSS) communities spur entrepreneurial growth? To address this question, we analyze novel data matching accounts from GitHub—the largest OSS hosting platform—to the universe of global software venture-backed firms... View Details

Keywords: Applications and Software; Open Source Distribution; Entrepreneurship; Business Growth and Maturation; Human Capital; Valuation; Corporate Strategy

SSRN

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18 Mar 2014
News

The Oz of Data Opens the Curtain

valuable and transformative." Also last September, Acxiom unveiled its beta Audience Operating System, which allows marketers to connect traditionally disconnected data across all channels — online, offline, and mobile — and which Howe... View Details

Keywords: Robert S. Benchley; Data Processing, Hosting, and Related Services; Information

13 Nov 2019
Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

Imagine a future in which a smart marketing machine can predict the needs and habits of individual consumers and the dynamics of competitors across industries and markets. This device would collect data to answer strategic questions,... View Details

Keywords: by Kristen Senz

June 2015 (Revised January 2017)
Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details

Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France

August 2014 (Revised August 2015)
Supplement

Opening the Valve: From Software to Hardware (B)

By: Ethan Bernstein, Francesca Gino and Bradley Staats

Valve, one of the world's top video game software companies, has also become an iconic example of an organization with virtually no hierarchy. A 400-person organization, Valve's unique organizational form (described in detail in the case and accompanying employee... View Details

01 Dec 2009
Working Paper Summaries

Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation

Keywords: by Carliss Y. Baldwin & Eric von Hippel

2016
Working Paper

Who Gets Hired?: The Importance of Finding an Open Slot

By: Edward P. Lazear, Kathryn L. Shaw and Christopher Stanton

Despite seeming to be an important requirement for hiring, the concept of a slot is absent from virtually all of economics. Macroeconomic studies of vacancies and search come closest, but the implications of slot-based hiring for individual worker outcomes has not been... View Details

Keywords: Hiring; Selection and Staffing; Employment

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May 2009 (Revised January 2011)
Case

Enel: Power, Russia, and Global Markets

By: Rawi E. Abdelal, Richard H.K. Vietor and Sogomon Tarontsi

Although the global trend toward liberalization of electric utilities forced Enel, the largest power company in Italy, to give up some of its assets in its home base, it also opened up many opportunities abroad, including in Russia, one of the largest electricity... View Details

Keywords: Mergers and Acquisitions; Energy Generation; Foreign Direct Investment; Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Business and Government Relations; Utilities Industry; Russia; Italy

07 Jan 2002
Research & Ideas

How Marketing Can Reduce Worldwide Poverty

On the face of it, social marketing is a cinch. Here's one scenario. You as a marketer want people who are living in poverty to take better care of their health. So, given your profession, what do you do?... View Details

Keywords: by Martha Lagace

July–August 2020
Article

Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market

By: Lingling Zhang and Doug J. Chung

The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform choice in a setting where prices are determined by negotiations between platforms and businesses. We compile a unique... View Details

Keywords: Business-to-business Marketing; Platform Competition; Two-Sided Markets; Price Bargaining; Daily Deals; Structural Model; Digital Platforms; Competition; Price; Negotiation

Find at Harvard

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Jun 22 2016
Testimonial

Learning from Peers in a Truly Open Environment

February 2001 (Revised February 2002)
Case

Estee Lauder and the Market for Prestige Cosmetics

By: Nancy F. Koehn

Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details

Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States