Publications

July 2010 (Revised January 2017)
Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details

Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value

Web

Marketing - Doctoral

Marketing The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems centered on the immediate View Details

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

Article

Measuring Market Orientation: A Generalization and Synthesis

By: R. Deshpande and J. U. Farley

Keywords: Measurement and Metrics; Markets

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 1987 (Revised December 1998)
Background Note

Capital Market Myopia

By: William A. Sahlman and Howard H. Stevenson

Focuses attention on a phenomenon we call capital market myopia, a situation in which participants in the capital markets ignore the logical implications of their individual investment decisions. Viewed in isolation, each decision seems to make sense. When taken... View Details

Keywords: Capital Markets

2016
Book

Institutions, Institutional Change and Economic Performance in Emerging Markets

By: Lakshmi Iyer

Emerging markets play an increasingly important role in the global economy, accounting for 31% of global GDP and more than 50% of global foreign direct investment in 2012. However, doing business in emerging markets remains subject to a high degree of "policy risk,"... View Details

Keywords: Property Rights; Economic Policy; Political Economy; Emerging Markets; Economic Growth; Government and Politics; Business and Government Relations

03 Oct 2006
Working Paper Summaries

Cartels and Competition: Neither Markets nor Hierarchies

Keywords: by Jeffrey Fear

2022
Working Paper

Markups to Financial Intermediation in Foreign Exchange Markets

By: Jonathan Wallen

On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an... View Details

Keywords: Foreign Exchange; Financial Intermediation; Arbitrage; Market Power; Regulations; Currency; Assets; Interest Rates; Banking Industry

Read Now

2024
Working Paper

Primary Capital Market Transactions and Index Funds

By: Marco Sammon and Chris Murray

We document the effects of mechanical buying by CRSP-index-tracking funds on post-IPO returns and IPO deal structure. Leveraging a difference-in-differences-style design built on a 2017 CRSP rule change, we find that expected index fund demand leads fast track IPOs to... View Details

Keywords: Investment Funds; Initial Public Offering; Investment Return; Price; Market Transactions; Financial Markets

SSRN

September 1996
Article

Capital Market Imperfections and Countercyclical Markups: Theory and Evidence

By: Judith A. Chevalier and David S. Scharfstein

Keywords: Capital; Markets; Theory

Read Now

2009
Article

Marketing and Innovations Management: An Integrated Perspective

By: Elie Ofek and Olivier Toubia

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

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

spring 2000
Article

Pricing and Market Making on the Internet

By: R. Dolan and Y. Moon

Keywords: Price; Markets; Internet and the Web

December 2005
Article

Marketing Malpractice: The Cause and the Cure

By: Clayton M. Christensen, Scott Cook and Taddy Hall

Keywords: Marketing; Health

2001
Working Paper

Geographic Concentration, Knowledge Spillovers, and Growth in the Evolution of the U.S. Advertising Agency Industry

By: Charles King, Alvin J. Silk and Niels Ketelhohn

June 2016
Case

Publicis Groupe 2016: Maurice and the Millennials

By: Rosabeth Moss Kanter and Jonathan Cohen

Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm to an integrated digital-ready enterprise to address industry changes. In early 2016, following a reorganization, he... View Details

May 2007 - 2007
Conference Presentation

The Long Tail... And Implications for Marketers

By: Anita Elberse

Keywords: Marketing

March 1981 (Revised November 1984)
Background Note

Market Selection and Direction: Role of Product Portfolio Planning

Discusses alternative approaches to product portfolio planning, including those of the Boston Consulting Group, General Electric/McKinsey, and the PIMS Program. Examines how portfolio planning can be used in the processes of market selection and setting of business... View Details

Keywords: Product Marketing