market development - Publications - Faculty & Research - Harvard Business School

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Course Development

By: Debora L. Spar

Managing International Trade and Investment

Despite the ease with which it is often conducted, doing business across borders is not the same as doing it at home. Rather, it entails a whole new set of managerial challenges: re-assessing competitive... View Details

2017
Working Paper

Intermediation in the Supply of Agricultural Products in Developing Economies

By: Kris J. Ferreira, Joel Goh and Ehsan Valavi

Problem Definition: Farmers face several challenges in agricultural supply chains in emerging economies that contribute to extreme levels of poverty. One common challenge is that farmers only have access to one channel, often an auction, for which to sell their crops.... View Details

Keywords: Developing Countries; Agricultural Supply Chain; Intermediation; Multiple Cahnels; Walrasian Auction; Developing Countries and Economies; Supply Chain; Distribution Channels; Profit; Agriculture and Agribusiness Industry

2016
Article

Peer-to-Peer Markets

By: Liran Einav, Chiara Farronato and Jonathan Levin

Peer-to-peer markets such as eBay, Uber, and Airbnb allow small suppliers to compete with traditional providers of goods or services. We view the primary function of these markets as making it easy for buyers to find sellers and engage in convenient, trustworthy... View Details

Keywords: Peer-to-peer; Online Platforms; Matching; Innovation; Digital Platforms; Marketplace Matching; Market Design; Internet and the Web; Technology Adoption; Network Effects; Market Entry and Exit

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The Final Economic Frontier

After decades of centralized control of economic activity in space, NASA and US policymakers have begun to cede the direction of human activities in space to commercial companies. The shift from public to private priorities in space is especially significant because... View Details

January 2013
Case

Brannigan Foods: Strategic Marketing Planning

By: John A. Quelch and James T. Kindley

The soup division at Brannigan Foods contributes over 40% of the firm's revenue. The general manager is concerned that the soup industry is declining and that the soup division shows declining profits and market share, especially among the important baby boomer... View Details

Keywords: United States; Consumer Marketing; Acquisitions; Forecasting; Quantitative Analysis; Risk Management; Decision Making; Budgeting; Supermarkets; Strategic Planning; Demand and Consumers; Marketing Strategy; Food; Resource Allocation; Acquisition; Product Development; Retail Industry; Food and Beverage Industry

Article

Entry into Platform-based Markets

By: Feng Zhu and Marco Iansiti

This paper examines the relative importance of platform quality, indirect network effects, and consumer expectations on the success of entrants in platform-based markets. We develop a theoretical model and find that an entrant's success depends on the strength of... View Details

Keywords: Platform-based Markets; Winnter-take-all; First-mover Advantage; Indirect Network Effects; Video Game Industry; Quality; Network Effects; Market Entry and Exit; Digital Platforms; Motion Pictures and Video Industry

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February 2015 (Revised May 2017)
Case

Delhaize Group: Developing Leaders

By: Boris Groysberg and Sarah L. Abbott

Delhaize Group, the Belgian-based global food retailer, was focused on competing in the food retailing industry by developing leading positions in key markets via localized retailing strategies. Delhaize was committed to offering its customers superior value while... View Details

Keywords: Strategy; Organizational Alignment; Talent Management; Leadership Development; Globalized Firms and Management; Human Capital; Talent and Talent Management; Corporate Strategy; Organizational Culture; Retail Industry; Food and Beverage Industry; Belgium

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

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

March 2008
Course Overview Note

Dynamic Markets

By: Joshua D. Coval and Erik Stafford

The Dynamic Markets course at Harvard Business School is organized around the hands-on application of financial decision making in a wide variety of capital market settings. The course relies heavily on in-class simulations of a range of market settings where students... View Details

Keywords: Value Creation; Decision Making; Capital Markets; Competitive Strategy; Profit; Applications and Software; Information; Strategy; Price; Outcome or Result; Curriculum and Courses; Theory

2024
Other Unpublished Work

A Proposal for the IMF: A New Instrument of International Liquidity Provision for Emerging Markets and Developing Economies

By: Laura Alfaro, Guillermo Calvo, José de Gregorio, Augusto de la Torre, Pablo Guidotti, Enrique Mendoza, Ernesto Talvi, Liliana Rojas-Suarez and Andrés Velasco

This paper addresses a critical flaw in the international financial system: the failure to address the inherent asymmetry between countries that issue reserve currencies and those that do not, leaving the latter vulnerable during systemic liquidity crises. We propose... View Details

Keywords: Macroeconomics; Emerging Markets; Financial Markets; International Finance; Developing Countries and Economies; Latin America

December 2003 (Revised September 2004)
Case

Managing Segway's Early Development

By: Richard G. Hamermesh and David Kiron

Describes the early development of the Segway Human Transporter and focuses on the organizational issues that arise between the parent company and the new company that is being spun out to produce and market the Segway. Key issues are the distribution of bonuses and... View Details

Keywords: Business Subsidiaries; Business Startups; Employee Stock Ownership Plan; Resource Allocation; Organizational Design; Technology Adoption

July 1996
Article

New Product Development Structures: The Effect of Customer Overload on Post-Concept Time to Market

By: S. Datar, C. Jordan, S. Kekre, S. Rajiv and K. Srinivasan

Keywords: Product; Research and Development; Customers; Markets

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Research Summary

Customer-Centric Marketing Strategy

By: Rohit Deshpande

Rohit Deshpandé's research program focuses on Customer-Centricity. A stream of projects examines the interaction between corporate and national culture as they influence the development and implementation of global marketing strategies in high performance firms. This... View Details

June 2019
Article

Financial Development and Technology Diffusion

By: Diego Comin and Ramana Nanda

We examine the extent to which financial market development impacts the diffusion of 16 major technologies, looking across 17 countries, from 1870 to 2000. We find that greater depth in financial markets leads to faster technology diffusion for more capital-intensive... View Details

Keywords: Technology Diffusion; Technology Adoption; Commercialization; Financial Markets

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2020
Working Paper

Capital Regulation and Product Market Outcomes

By: Ishita Sen and David Humphry

We present evidence of product market adjustments and asset reorganizations from the largest ever shift in risk regulation in a developed insurance market. Using proprietary data on insurance risk exposures from the Bank of England, we develop a measure of regulatory... View Details

Keywords: Non-traditional-non-insurance; Risk Regulation; Product Market Concentration; Small Vs. Large Insurers; Insurance Risk Exposure; Insurance; Risk and Uncertainty; Governing Rules, Regulations, and Reforms

February 1997 (Revised March 1998)
Case

European Bank for Reconstruction and Development in 1997, The: Defining a Market Exit Strategy

By: Michael Y. Yoshino and Carin-Isabel Knoop

Keywords: Banks and Banking; Market Entry and Exit; Strategy; Banking Industry; Europe

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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

August 1998 (Revised February 1999)
Case

Product Development at Dell Computer Corporation

By: Stefan H. Thomke, Vish V. Krishnan and Ashok Nimgade

Describes how Dell redesigned its new product development process after experiencing a major product setback and a significant decline in firm profits in 1993. Dell's new process is challenged during the development of a new line of portable computers when the incoming... View Details

Keywords: Cost vs Benefits; Profit; Managerial Roles; Risk Management; Product Development; Business Processes; Problems and Challenges; Risk and Uncertainty; Hardware; Computer Industry

August 2010 (Revised August 2011)
Case

Developing an App for That

By: Hanna Halaburda, Joshua Gans and Nathaniel Burbank

At a time when ever-rising smartphone sales are driven as much by demand for devices that run must-have third-party "apps" as by the quality of traditional voice and data services, there is a myriad of challenges facing the software developer who is looking to choose... View Details

Keywords: Product Development; Competitive Strategy; Mobile and Wireless Technology; Applications and Software; Digital Platforms; Banking Industry; Information Technology Industry

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