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Show Results For
- All HBS Web
(3,108)
- People (5)
- News (393)
- Research (2,345)
- Events (6)
- Multimedia (3)
- Faculty Publications (1,589)
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- Article
Hiring Teams, Firms and Lawyers: Evidence of the Evolving Relationships in the Corporate Legal Market
By: Ashish Nanda, Michele DeStefano Beardslee, John C. Coates and David B. Wilkins
Nanda, Ashish, Michele DeStefano Beardslee, John C. Coates, and David B. Wilkins. "Hiring Teams, Firms and Lawyers: Evidence of the Evolving Relationships in the Corporate Legal Market." Law & Social Inquiry 36, no. 4 (Fall 2011): 999–1031.
- August 1992
- Article
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations
By: C Moorman, G. Zaltman and Rohit Deshpandé
Moorman, C., G. Zaltman, and Rohit Deshpandé. "Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations." Journal of Marketing Research (JMR) 29, no. 3 (August 1992): 314–28.
- February 2002 (Revised March 2002)
- Case
Customer Profitability and Customer Relationship Management at RBC Financial Group
By: V.G. Narayanan and Lisa Brem
The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point... View Details
Keywords: Competitive Advantage; Price; Customer Relationship Management; Marketing; Customer Value and Value Chain; Financial Services Industry; Banking Industry; Canada
Narayanan, V.G., and Lisa Brem. "Customer Profitability and Customer Relationship Management at RBC Financial Group." Harvard Business School Case 102-043, February 2002. (Revised March 2002.)
- 2020
- Working Paper
Contract Duration and the Costs of Market Transactions
By: Alexander MacKay
The optimal duration of a supply contract balances the costs of reselecting a supplier against the costs of being matched to an inefficient supplier when the contract lasts too long. I develop a structural model of contract duration that captures this tradeoff and... View Details
Keywords: Vertical Relationships; Transaction Costs; Contract Duration; Identification; Supply Chain; Cost; Contracts; Auctions; Mathematical Methods
MacKay, Alexander. "Contract Duration and the Costs of Market Transactions." Harvard Business School Working Paper, No. 18-058, December 2017. (Revised May 2020. Direct download.)
- 2022
- Working Paper
Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking
By: John William Hatfield and Jonathan Wallen
We investigate the relationship between the interest rates offered to consumers in a deposit banking market and the contact that banks in that market have with each other in other markets.
We show, in a simple theoretical model, that such overlapping relationships... View Details
Keywords: Antitrust; Deposit Banking; Market Power; Multimarket Contact; Banks and Banking; Markets; Competition
Hatfield, John William, and Jonathan Wallen. "Many Markets Make Good Neighbors: Multimarket Contact and Deposit Banking." Working Paper, January 2022.
- September 2017
- Teaching Note
Marketing Transformation at Mastercard
By: Sunil Gupta and Srinivas K. Reddy
Teaching Note for HBS No. 517-040. 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
Lal, Rajiv, Esel Çekin, and Eren Kuzucu. "OPET: Precision Marketing in Uncertain Times." Harvard Business School Case 516-087, May 2016.
- 2015
- Working Paper
Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum
By: Ragnar Lund and Stephen A. Greyser
Purpose: This paper examines cultural sponsorship from a partnership and relationship marketing perspective. It studies a case of how a partnership between two international institutions, a bank and a museum, adds value to both in terms of interaction with... View Details
Lund, Ragnar, and Stephen A. Greyser. "Corporate Sponsorship in Culture—A Case of Partnership in Relationship Building and Collaborative Marketing by a Global Financial Institution and a Major Art Museum." Harvard Business School Working Paper, No. 16-041, October 2015.
- 19 Dec 2014
- Research & Ideas
China’s Complicated Relationship With Mother Nature
Despite its name, the Great Wall of China began as a series of smaller, isolated defensive fortifications. Those structures grew and were later unified into the imposing structure that exists today. The Great Wall is a great metaphor for the Chinese economy. By... View Details
- March 2003
- Background Note
Managing a Customer Relationship Over Time
By: Das Narayandas
Describes the different ways in which vendors can sell a portfolio of products to industrial customers. View Details
- 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
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Consumer Behavior; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Social Media; E-commerce; Analytics and Data Science; Health Industry; Consumer Products Industry; United States; North America; Europe
Avery, Jill, and Ayelet Israeli. "Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing." Harvard Business School Case 519-011, August 2018. (Revised February 2023.)
- March 2003
- Background Note
Monitoring the Health of Customer Relationships
By: Das Narayandas
Discusses the role of satisfaction and loyalty measurement in monitoring the health of customer relationships. View Details
- 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
Alfaro, Laura, Gonzalo Asis, Anusha Chari, and Ugo Panizza. "Corporate Debt, Firm Size and Financial Fragility in Emerging Markets." Journal of International Economics 118 (May 2019): 1–19. (Also NBER Working Paper 25459.)
- 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
Zhu, Feng, Xinxin Li, Ehsan Valavi, and Marco Iansiti. "Network Interconnectivity and Entry into Platform Markets." Information Systems Research 32, no. 3 (September 2021): 1009–1024.
- 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
Keywords: Algorithmic Data; Race And Ethnicity; Promotion; ＂Marketing Analytics＂; Marketing And Society; Big Data; Privacy; Data-driven Management; Data Analysis; Data Analytics; E-Commerce Strategy; Discrimination; Targeting; Targeted Advertising; Pricing Algorithms; Ethical Decision Making; Customer Heterogeneity; Marketing; Race; Ethnicity; Gender; Diversity; Prejudice and Bias; Marketing Communications; Analytics and Data Science; Analysis; Decision Making; Ethics; Customer Relationship Management; E-commerce; Retail Industry; Apparel and Accessories Industry; United States
Israeli, Ayelet, and Eva Ascarza. "Algorithmic Bias in Marketing." Harvard Business School Technical Note 521-020, September 2020. (Revised July 2022.)
- July 2008
- Case
Hilton Hotels: Brand Differentiation through Customer Relationship Management
By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details
Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
- January 2019 (Revised February 2024)
- Teaching Note
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
By: Ayelet Israeli
Teaching Note for HBS No. 519-011. 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... View Details
Keywords: DTC; Direct To Consumer Marketing; Health Care; Mobile; Attribution; Experimentation; Experiments; Churn/retention; Customer Lifetime Value; Internet Marketing; Big Data; Analytics; A/B Testing; CRM; Advertising; Marketing; Marketing Channels; Marketing Strategy; Media; Brands and Branding; Marketing Communications; Digital Marketing; Acquisition; Growth and Development Strategy; Customer Focus and Relationships; Consumer Behavior; Social Media; E-commerce
- October 1994 (Revised July 1995)
- Case
RCI Master Distributor: Evolution of Supplier Relationships
Traces the evolution of RCI as a master distributor from the time it was founded in 1946 until 1994. The second-generation owner of the distribution company faces several challenges unique to the 1990s environment that his father did not face. As Danny Schwartz... View Details
Keywords: Marketing Strategy; Distribution Channels; Problems and Challenges; Relationships; Situation or Environment; Corporate Strategy; Distribution Industry
Rangan, V. Kasturi. "RCI Master Distributor: Evolution of Supplier Relationships." Harvard Business School Case 595-001, October 1994. (Revised July 1995.)
- September 1984 (Revised March 1993)
- Background Note
Marketing Planning and Organization
By: Robert J. Dolan
Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that... View Details
Dolan, Robert J. "Marketing Planning and Organization." Harvard Business School Background Note 585-106, September 1984. (Revised March 1993.)
- Teaching Interest
MBA Required Curriculum Marketing
Marketing
The objectives of this course are to demonstrate the role of marketing in the company; to explore the relationship of marketing to other functions; and to show how effective marketing builds on a thorough understanding of buyer behavior to create... View Details