Targeted Marketing - Publications - Faculty & Research

06 Sep 2004
Research & Ideas

The Innovator’s Battle Plan

The Firm With The Sword And The Shield Of Asymmetries The power of asymmetries is why the signals of change question is so important. Companies that develop different ways to target nonconsumers and overshot customers can create a new... View Details

Keywords: by Clayton M. Christensen, Scott D. Anthony & Erik A. Roth

13 May 2014
First Look

First Look: May 13

"freemium" business model, which is used by some Internet businesses and smartphone application developers to give users free basic features of a digital product and access to premium functionality for a subscription fee. The discussion topics include the... View Details

Keywords: Sean Silverthorne

08 Jul 2019
Research & Ideas

Are Paywalls Saving Newspapers?

used firm size as a proxy for reputation and utilized uniqueness and political slant indices to account for other company characteristics. The study did not take into account costs or any discounts or marketing efforts View Details

Keywords: by Kristen Senz; Journalism & News; Media & Broadcasting

16 Aug 2022
Op-Ed

Now Is the Time for Entrepreneurs to Play Offense

For the past six months, there has been a lot of handwringing about the market downturn. Most everyone has been advising entrepreneurs to marshal their capital, cut costs, and extend their runway. In essence, play defense. Many investors... View Details

Keywords: by Jeffrey Bussgang

16 Aug 2011
First Look

First Look: August 16

recent empirical studies on the economic impacts of immigration. The survey first examines the magnitude of immigration as an economic phenomenon in various host countries. The second part deals with the assimilation of immigrant workers into host-country labor View Details

Keywords: Sean Silverthorne

25 Mar 2015
HBS Case

Tate’s Digital Makeover Transforms the Traditional Museum

programs has gone far beyond the marketing department to infuse everything the museum does, making it unique among its peers, says Jill Avery, senior lecturer in the General Management unit at Harvard Business School. The Magic Tate Ball... View Details

Keywords: by Michael Blanding; Education

06 Oct 2020
Sharpening Your Skills

18 Tips Managers Can Use to Lead Through COVID's Rising Waters

Since March, Harvard Business School Working Knowledge has posted more than 80 stories and research papers on the topic of COVID-19, most targeted at managers and the new challenges they face. That's a lot of information to digest. To... View Details

Keywords: by Sean Silverthorne

29 Jan 2007
Research & Ideas

The Business Press Is a Watchdog that Bites

by advertising revenue. On the other hand, he detected clear bias in the types of companies that the press targets for special scrutiny. For this reason, business people are wise not to underestimate the ability of the press—particularly... View Details

Keywords: by Martha Lagace; Journalism & News; Publishing

May 2010
Article

Is Delaware's Antitakeover Statute Unconstitutional? Evidence from 1988-2008

By: Guhan Subramanian, Steven Herscovici and Brian Barbetta

Delaware's antitakeover statute, codified at Section 203 of the Delaware corporate code, is by far the most important antitakeover statute in the United States. When it was first enacted in 1988, three bidders challenged its constitutionality under the Commerce Clause... View Details

Keywords: Courts and Trials; Opportunities; Bids and Bidding; Laws and Statutes; Decisions; Change; Acquisition; United States

Citation

Find at Harvard

13 Sep 2010
Research & Ideas

The Consumer Appeal of Underdog Branding

large corporations, such as Apple and Google, are careful to retain their underdog roots in their brand biographies." A forthcoming article coauthored by Keinan for the Journal of Consumer Research, "The Underdog Effect: The View Details

Keywords: by Martha Lagace

07 Oct 2008
First Look

First Look: October 7, 2008

http://papers.nber.org/papers/w14360 Stable Many-to-Many Matchings with Contracts Authors:Bettina-Elisabeth Klaus and Markus Walzl Abstract We consider several notions of setwise stability for many-to-many matching markets with contracts... View Details

Keywords: Martha Lagace

04 Feb 2013
Research & Ideas

Are the Big Four Audit Firms Too Big to Fail?

the risks of failure. Adding to this concern is that even as the number of mega audit firms has contracted from eight in the 1980s to four today, their combined market share remains formidable, especially in the United States. The... View Details

Keywords: by Martha Lagace; Accounting

20 Oct 2003
Research & Ideas

Gaps in the Historical Record: Development of the Electronics Industry

the world's foremost commercializer of products of new technologies in consumer electronics including the Walkman, Triton Color TV, the VCR, the CD (and CD-ROM), and the DVD. Matsushita became the industry's most successful firm in product development, production, and... View Details

Keywords: by Alfred D. Chandler Jr.; Consumer Products

06 Jul 2020
Research & Ideas

The Right Way to Manage Customer Churn for Maximum Profit

offering them incentives or deals to stay before they leave. “Focusing on retaining higher-spending customers, even if they aren’t as likely to leave, can increase the total profit a company can reap.” As Gupta describes in Managing Churn to Maximize Profits—a new... View Details

Keywords: by Michael Blanding; Retail; Service; Financial Services

25 Jan 2010
Research & Ideas

A Macroeconomic View of the Current Economy

GDP, that is, total aggregate output, the market value of all final goods and services produced. In a sense, all that you (as a country) have is the total output that you produce in a year—your GDP. Sometimes people think if everyone... View Details

Keywords: by Sean Silverthorne

01 Mar 2016
First Look

March 1, 2016

Abstract—The “net neutrality” principle has triggered a heated debate, and advocates have proposed policy interventions. In this paper, we provide perspective by framing issues in terms of the positive economic factors at work. We stress the incentives of View Details

Keywords: Sean Silverthorne

06 Nov 2018
First Look

New Research and Ideas, November 6, 2018

forthcoming Management Science Patent Trolls: Evidence from Targeted Firms By: Cohen, Lauren, Umit Gurun, and Scott Duke Kominers Abstract—We provide the first large-sample evidence on the behavior and impact of nonpracticing entities... View Details

Keywords: Dina Gerdeman

10 Nov 2003
Research & Ideas

Globalization: The Strategy of Differences

calls for targeting countries similar to a company's home base, whereas the logic of arbitrage involves exploiting one or more of the differences inherent in distance. The future of the globalization process is by no means obvious. View Details

Keywords: by Pankaj Ghemawat

22 Feb 2021
Book

Reaching Today's Omnichannel Customer Takes a New Sales Strategy

last spring, at the height of pandemic lockdowns. And before the pandemic, social media use had been flat for four years as these advertising channels became more cluttered and distrusted, offering marketers diminishing returns. “Managers... View Details

Keywords: by Kristen Senz

November 2023 (Revised March 2024)
Case

Infarm: Betting the (Indoor) Farm on Food Security

By: Elie Ofek

In the summer of 2023, the co-founders of Infarm, a controlled environment agriculture (CEA) company, were contemplating a major pivot going forward. While Infarm had successfully shown it could grow over 75 products—mainly herbs, leafy greens and mushrooms—in modular... View Details