Publications

10 Aug 2013 - 13 Aug 2013
Conference Presentation

Stock Market Prediction via Social Media: The Importance of Competitors

By: Frank Nagle

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

Article

Marketing in the Age of Web 2.0

By: Jill Avery

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

Article

The Social Utility of Feature Creep

By: Debora V. Thompson and Michael I. Norton

Previous research shows that consumers frequently choose products with too many features that they later find difficult to use. Our research shows that this seemingly suboptimal behavior may in fact confer benefits when factoring in the social context of consumption.... View Details

Keywords: Impression Management; Social Influence; Conspicuous Consumption; Signaling; Product Features; Consumer Behavior; Information Technology; Experience and Expertise; Status and Position

21 Jun 2013 - 22 Jun 2013
Conference Presentation

Stock Market Prediction via Social Media: The Importance of Competitors

By: Frank Nagle

Article

Beyond the Target Customer: Social Effects in CRM Campaigns

By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson

Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details

Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior

June 2008
Case

From xiaonei to hainei: The Quest for the Social Networking Service Market in China

By: Joseph B. Lassiter III, Michael Shih-Ta Chen and Keith Chi-ho Wong

Wang Xing, the founder of Hainei.com, one of the fastest growing social networking service (SNS) providers in China, was preparing to raise funds from venture capitalists. Since late 2003, Wang had established several Internet startups in China. Xiaonei.com, which he... View Details

Keywords: Entrepreneurship; Venture Capital; Social and Collaborative Networks; Competition; Internet; China

9 May 2013 - 11 May 2013
Conference Presentation

Stock Market Prediction via Social Media: The Importance of Competitors

By: Frank Nagle

July 2009 (Revised December 2009)
Case

Diageo and East African Breweries Ltd.: Tapping New Markets for Social Good

By: Rosabeth M. Kanter and Matthew Bird

James Musyoki, Lemmy Mutahi, and Ken Kariuki, all from East African Breweries Limited (EABL), a subsidiary of London-based Diageo, heard the disheartening news in the first week of December 2008. For the second time in six months, the Kenyan Finance Ministry had raised... View Details

Keywords: Change Management; Innovation and Management; Emerging Markets; Taxation; Price; Food and Beverage Industry; Kenya; United Kingdom

January 2007 (Revised October 2007)
Case

The Omidyar-Tufts Microfinance Fund: Striving to Reshape the Social Enterprise Capital Markets

By: Michael Chu and Jean Hazell

Seeking to impact global poverty and philanthropy, eBay founder Pierre Omidyar donates $100 million to Tufts University for a trust restricted to investment in microfinance. Explores the origins of the initiative, the perspectives and objectives of the various parties... View Details

Keywords: Capital Markets; Microfinance; Investment Funds; Philanthropy and Charitable Giving; Emerging Markets; Social Enterprise; Financial Services Industry

Research Summary

Marketing and Competition in Pharmaceutical Markets

In his research on pharmaceutical markets, Professor King explores how marketing and product differentiation affect competition among firms in the prescription market for anti-ulcer drugs. Four main results emerge from an analysis of antiulcer drug sales from 1977 to... View Details

2022
Article

Which Corporate ESG News Does the Market React To?

By: George Serafeim and Aaron Yoon

Using a dataset that classifies firm-level ESG news as positive and negative, we examine how stock prices react to different types of ESG news. We analyze 111,020 firm-day observations for 3,126 companies and find that prices react only to issues identified as... View Details

Keywords: ESG; ESG (Environmental, Social, Governance) Performance; ESG Ratings; Social Capital; Environment; Sustainability; CSR; Stock Price; Stock Market Expectations; Materiality; Market Reaction; Environmental Sustainability; Governance; Social Issues; Performance; News

SSRN

Article

On Derivatives Markets and Social Welfare: A Theory of Empty Voting and Hidden Ownership

By: Jordan M. Barry, John William Hatfield and Scott Duke Kominers

In the past twenty-five years, derivatives markets have grown exponentially. Large, modern derivatives markets increasingly enable investors to hold economic interests in corporations without owning voting rights, and vice versa. This leads to both empty... View Details

Keywords: Voting; Corporate Disclosure; Financial Markets; Ownership

August 1986 (Revised January 1989)
Teaching Note

Population Services International: The Social Marketing Project in Bangladesh, Teaching Note

By: V. Kasturi Rangan

Teaching Note for (9-586-013). View Details

Keywords: Demographics; Social Marketing; Bangladesh

Research Summary

Market Triads: A Theoretical and Empirical Analysis of Market Intermediation (Journal for the Theory of Social Behavior, June 2002)

By: Rakesh Khurana

This paper examines the role of executive search firms in CEO search. The paper argues that the numerical shift from two party market transactions (e.g. buyers and sellers) to three party transactions (e.g. buyers, sellers, and third party) transforms market exchanges... View Details

31 Aug 2010
Working Paper Summaries

Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide

Keywords: by Jordan I. Siegel, Lynn Pyun & B.Y. Cheon

2014
Working Paper

Multinational Firms, Labor Market Discrimination, and the Capture of Competitive Advantage by Exploiting the Social Divide

By: Jordan I. Siegel, Lynn Pyun and B.Y. Cheon

The organizational theory of the multinational firm holds that foreignness is a liability, and specifically that lack of embeddedness in host-country social networks is a source of competitive disadvantage; meanwhile the literature on labor market discrimination... View Details

Keywords: Prejudice and Bias; Human Capital; Selection and Staffing; Multinational Firms and Management; Competitive Advantage; Markets; Profit; Gender; South Korea

SSRN

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

August 2011
Teaching Note

The Dannon Company: Marketing and Corporate Social Responsibility (TN) (A) and (B)

By: Christopher Marquis

Teaching Note for 410-121 and 412-047. View Details

Keywords: Food and Beverage Industry