Publications

April 2020 (Revised June 2022)
Technical Note

Quantitative Analysis in Marketing

By: Sunil Gupta

Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details

Keywords: Quantitative Analysis; Marketing; Decision Making; Analysis

03 Oct 2006
Working Paper Summaries

Cartels and Competition: Neither Markets nor Hierarchies

Keywords: by Jeffrey Fear

September 2006 (Revised November 2007)
Exercise

Market Making Exercise

By: Malcolm P. Baker

Students make a market in a new security, posting bid and offer prices and quantities for a new derivative security. View Details

Keywords: Financial Instruments; Financial Markets; Price

Research Summary

Corporate Investment and Stock Market Listing: A Puzzle?

In joint work with John Asker and Alexander Ljungqvist, we investigate whether short-termism distorts the investment decisions of stock market listed firms. To do so, we compare the investment behavior of observably similar public and private firms using a new... View Details

2009
Article

Marketing and Innovations Management: An Integrated Perspective

By: Elie Ofek and Olivier Toubia

Keywords: Marketing; Innovation and Invention; Management; Integration; Perspective

28 May 2019
Working Paper Summaries

Labor Market Shocks and the Demand for Trade Protection: Evidence from Online Surveys

Keywords: by Rafael Di Tella and Dani Rodrik

October 1994
Background Note

Note on Crude Oil and Crude Oil Derivatives Markets

By: Andre F. Perold, Wai Lee and Kuljot Singh

Briefly describes the crude oil markets and common derivatives contracts written on oil. The contracts are oil forward and futures contracts, and over-the-counter oil price swaps. View Details

Keywords: Non-Renewable Energy; Futures and Commodity Futures; Credit Derivatives and Swaps; Contracts; Energy Industry

2012
Chapter

Is Private Equity in Emerging Markets Coming of Age?: Evidence of the Mexican Private Equity Market

By: Roberto Charvel and Darek Klonowski

This chapters reviews the potential of the private equity and alternative assets industry in Mexico. View Details

Keywords: Private Equity; Emerging Markets; Latin America; Mexico; Entrepreneurial Finance; Business Ventures; Economics; Finance; Market Design; Financial Services Industry; Latin America; Mexico

11 Mar 2016
Working Paper Summaries

Becoming a Cognitive Referent: Market Creation and Cultural Strategy

Keywords: by Rory McDonald; Retail

2005
Book

Problems and Cases in Health Care Marketing

By: John T. Gourville, John A. Quelch and V. Kasturi Rangan

Keywords: Problems and Challenges; Cases; Health; Marketing

Read Now

March 2002
Background Note

Understanding Securities Markets in the United States and Japan

By: Lynda M. Applegate

Provides a basic understanding of how securities markets work. View Details

Keywords: Financial Markets; Financial Services Industry; Japan; United States

2008
Working Paper

Allocating Marketing Resources

By: Sunil Gupta and Thomas J. Steenburgh

Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details

Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods

Read Now

2004
Chapter

Markets and Meanings: Nationalism, Land, and Property in Lithuania

By: Rawi Abdelal

Keywords: Markets; Property; Government and Politics; Lithuania

May 2007 - 2007
Conference Presentation

The Long Tail... And Implications for Marketers

By: Anita Elberse

Keywords: Marketing

April 2002 (Revised November 2003)
Case

World Oil Markets

By: Richard H.K. Vietor and Rebecca Evans

Summarizes world markets for oil and natural gas from 1980-2001. Examines the rise of OPEC, two oil shocks, Gulf War efforts, and recent pricing issues facing Saudi Arabia. View Details

Keywords: Energy Sources; Asset Pricing; Markets; Organizations; Saudi Arabia

August 2011 (Revised September 2011)
Supplement

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

By: Christopher Marquis and Bobbi Thomason

Details Dannon's decision to initiate a cause marketing program focused on breast cancer to directly compete with Yoplait. View Details

Keywords: Marketing; Corporate Social Responsibility and Impact; Food and Beverage Industry

April 2013
Article

First-Party Content and Coordination in Two-Sided Markets

By: Andrei Hagiu and Daniel Spulber

The strategic use of first-party content by two-sided platforms is driven by two key factors: the nature of buyer and seller expectations (favorable versus unfavorable) and the nature of the relationship between first-party content and third-party content (complements... View Details

Keywords: Two-sided Platforms; Platform Strategy; Technology; Information Technology; Performance Expectations; Strategy; Digital Platforms