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2023
Working Paper

Market Exclusivity and Innovation: Evidence From Antibiotics

By: Edward Kong and Olivia Zhao

The US incentivizes drug innovation via patents as well as market exclusivity periods awarded by the US Food and Drug Administration. We estimate the causal effects of extending market exclusivity for an important drug class: antibiotics. Using a... View Details

Keywords: Health Testing and Trials; Innovation and Invention; Motivation and Incentives; Government Administration; Government Legislation; Pharmaceutical Industry; United States

June 2015 (Revised January 2017)
Case

Accor: Strengthening the Brand with Digital Marketing

By: Jill Avery, Chekitan S. Dev and Peter O'Connor

Accor, the world's leading hotel operator with a portfolio of fourteen hospitality brands (including Sofitel and Novotel) in 92 countries, prided itself on living up to its motto, "To open new frontiers in hospitality." Accor was indeed contemplating how to do just... View Details

Keywords: Digital; Hospitality; Branding; Brand Management; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; E-commerce; Accommodations Industry; Travel Industry; Tourism Industry; Europe; France

2000
Chapter

Service Markets and the Internet

By: J. A. Deighton

Keywords: Internet and the Web; Service Operations; Market Design

August 2016
Case

S'well: The Mass Market Decision

By: Youngme Moon

This case tells the story of how Sarah Kauss, a young female entrepreneur, built a premium water bottle brand from scratch. After having built a high-end brand, the key decision in the case is whether to begin expanding the S'well product portfolio to the mass market. View Details

Keywords: Brands and Branding; Marketing; Business Startups; Entrepreneurship; Distribution; Strategy; United States

Article

Priced and Unpriced Online Markets

By: Benjamin Edelman

With forces both supporting and opposing zero prices, typical Internet-related activities—like surfing the web, web searches, and e-mail, along with behind-the-scenes practices like domain names and the allocation of IP (Internet Protocol) addresses—present a natural... View Details

Keywords: Cost vs Benefits; Price; Market Transactions; Service Operations; Internet

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May 2019
Article

The Role of Gatekeepers in Capital Markets

By: Sugata Roychowdhury and Suraj Srinivasan

Gatekeepers in financial markets have the power to provide the institutional stability, fortitude and direction necessary for the development and the smooth functioning of capital markets. At the same time, they are often motivated by their own private incentives.... View Details

Keywords: Gatekeepers; Capital Markets; Governing Rules, Regulations, and Reforms; Performance Effectiveness

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December 2018 (Revised March 2019)
Case

iyzico: Fundraising in Emerging Markets (A)

By: Marco Di Maggio and Gamze Yucaoglu

The case opens in 2016 as Barbaros Ozbugutu, co-founder and CEO of the Istanbul-based payment technology start-up iyzico, contemplates the offers the company received for its Series C round. The case then describes iyzico’s origins and provides a detailed overview of... View Details

Keywords: Iyzico; Fundraising; Business Startups; Venture Capital; Emerging Markets; Private Sector; For-Profit Firms; Management; Information Technology; Growth Management; Corporate Entrepreneurship; Negotiation Offer; Decision Making; Turkey

1985
Working Paper

Sequential Innovation and Market Structure

By: Jerry R. Green and Jean-Jacques Laffont

This paper concerns the introduction of a sequence of new, higher-quality durable products in a market in which there already exists a lower-quality substitute. The product has the further attribute that a real resource cost is incurred at the time a higher-quality... View Details

13 Nov 2019
News

Don't Turn Your Marketing Function Over to AI Just Yet

Keywords: Artificial intelligence

02 May 2005
What Do You Think?

Where is Consumer Generated Marketing Taking Us?

Summing Up Consumer generated marketing is a fact of life to which all of us will have to adapt. Adaptation means learning how to use CGM to provide one form of input in fashioning product and marketing... View Details

Keywords: by James Heskett

November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry

June 2023 (Revised June 2024)
Course Overview Note

Introduction to the RC Marketing Course: Fall 2024

By: Jill Avery and Sunil Gupta

Course Overview Note for RC Marketing Fall 2024 View Details

Keywords: Marketing; Marketing Strategy

01 Apr 2002
News

Emerging Research on Emerging Markets

asserted at the third annual HBS Workshop on Emerging Markets, held on campus last December. The two-day workshop, which attracted an impressive group of scholars from as far away as Sweden and as nearby as MIT, provided a forum to discuss how to support the efficient... View Details

Keywords: Yasheng Huang; Publishing Industries (except Internet); Information

September 1993 (Revised June 2009)
Case

Mary Kay Cosmetics: Asian Market Entry (A)

By: John A. Quelch

In February 1993, Curran Dandurand, senior vice president of Mary Kay Cosmetics Inc.'s global marketing group, was reflecting on the company's international operations. Mary Kay Cosmetics Inc. products had been sold outside the United States for over 15 years, but by... View Details

Keywords: Globalized Firms and Management; Market Entry and Exit; Operations; Sales; Beauty and Cosmetics Industry; Asia

May 1998
Article

Market Structure, Innovation and Vertical Product Differentiation

By: Shane Greenstein and Garey Ramey

We reassess Arrow's (1962) [Economic Welfare and the Allocation of Resources for Invention, in NBER, The Rate and Direction of Innovative Activity (Princeton University Press, Princeton NJ)] results concerning the effect of market structure on the returns from process... View Details

Keywords: Product; Market Design; Innovation and Invention; Monopoly; Competition

September 2022 (Revised February 2023)
Case

EnergyNow: Powering a New Market

By: Alexander MacKay and James Barnett

In August 2022, EnergyNow co-founder and CEO Stuart MacWilliam (MBA 2015) considers the company strategy for building solar panels to provide power in South Africa’s recently deregulated energy market. View Details

19 Feb 2007
Research & Ideas

Inexperienced Investors and Market Bubbles

the peak of the market a significant fraction of institutional money was controlled by young managers, thanks in part to rising prices for tech stocks, the researchers say. We asked Greenwood to discuss the research and its implications... View Details

Keywords: by Sean Silverthorne; Financial Services

December 1999 (Revised November 2000)
Background Note

Pricing and Market Making on the Internet

By: Robert J. Dolan and Youngme E. Moon

Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. View Details

Keywords: Price; Marketing Strategy; Auctions; Digital Platforms; Negotiation; Internet and the Web

June 2009
Supplement

Mary Kay Inc.: Asian Market Entry (B)

By: John A. Quelch

By 2008, over half of Mary Kay Cosmetics' $2.8 billion sales were from outside the U.S. Sales from China exceeded $500 million in 2008 through over 450,000 beauty consultants. China was Mary Kay Cosmetics' second most important national market with revenues growing at... View Details

Keywords: Global Strategy; Growth and Development Strategy; Brands and Branding; Emerging Markets; Market Entry and Exit; Beauty and Cosmetics Industry; Asia; China

07 Nov 2007
Op-Ed

How Marketing Hype Hurt Boeing and Apple

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Last month,... View Details

Keywords: by John Quelch; Aerospace; Consumer Products

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